The pet economy is booming in this era of increasingly intense pursuit of emotional value. The small animal group, mainly represented by cats and dogs, has also transformed into a family member who will never leave their owners. With the trend of pet humanization, from staple food to snacks, to pet health care, pet medical treatment, and even pet insurance... raising these "heart loves" and "pillow love" has given rise to a wave of consumer demand. According to iiMedia Consulting data, the scale of China’s pet economy industry is expected to reach 811.4 billion yuan by 2025.

Compared with the staple food, this is already In the Red Sea market, pet medical health is quietly developing and has become a demand that cannot be ignored in the growth process of pets. In my country's pet consumption market, pet medical and health consumption accounts for approximately 22.8%; it is predicted that by 2021, my country's pet medical and health consumption will account for 29.2% of the overall pet consumption market, becoming the second largest after pet food. market, the market size exceeds 70 billion yuan. Pet owners are paying more and more attention to their pets' health issues, and the pet health industry is growing rapidly. Against this background, some brands have sensed opportunities in advance and made plans early. Beizhenbao is a typical representative among them.

01 Medical research and development is the core focus, and the highest standards are maintained at all levels

As a cutting-edge pet medical research and health care brand, Beizhenbao was established in Wuhan in July 2019, relying on A professional animal medical research team composed of Huazhong Agricultural University, Qingdao Medical Prevention and Disinfection Professional Technology Center and other experts and professors in the pet field develops and produces various health products needed by pets.

In a recent interview, its founder Wen Bowei said that in the field of pet health care, the individual volumes of each brand are not large, and the pet health care market is still in a stage of rapid development. The head brand did not appear. If you want to seize the opportunity in this blue ocean market, the most important thing is to polish your products well, effectively solve user problems, and meet user needs.

At the beginning of its establishment, Beizhenbao has conducted in-depth cooperation with Huazhong Agricultural University, the top institution in the field of veterinary medicine and animal science in China, using cutting-edge international technologies and formulas to treat common pet problems. Traceable treatment and improvement. With the development and growth of the brand, Beizhenbao has jointly established a laboratory with the Qingdao Center for Disease Control and Prevention. Wen Bowei said that Bei Zhenbao hopes to make medical research and development the company's core sector, develop functional health products that scientifically prevent pet diseases, and help pet owners solve their pet's health problems from the root cause.

In order to ensure the effectiveness of the product and the safety of the formula, the core formulas of Beizhenbao are directly prepared by the company's laboratory, and then sent to the OEM for assembly. Each product will be controlled and tested. Efficacy testing. Afterwards, the factory repeatedly proofed, and from the Centers for Disease Control and Prevention of Human Pets to multiple authoritative test reports, they were checked at every level to strictly create the highest safety standards.

Even in the fast-moving consumer goods market where competition is fierce and fast is the only thing that cannot be broken, Bezhenbao is even willing to sacrifice product speed to ensure the efficacy and safety of its products with the spirit of extreme polishing. "The shortest research and development time is one year, because there are many things to verify in one path." But it is precisely because of this product-first spirit that Beizhenbao can still gain users under the relatively high unit price comparison. trust and reputation.

In 2020, the first generation of Beizhenbao products were launched one after another, including Yanweile, Youchangqin, Youchangliang, Miaoningkang, Gastrointestinal Health, and Haisheng Pure Energy Water. 6 functional pet health products. As soon as the epidemic was lifted in 2020, these products were sold out, and Bezhenbao quickly became a dark horse in the pet health industry.

In addition to its extreme investment in product research and development, Bezhenbao has also put a lot of effort into back-end services. In Beizhenbao's live broadcast room and e-commerce platform, users will be directly informed that if the product is ineffective for pets, they can apply for a refund. Wen Bowei revealed that under this commitment, the proportion of user returns is less than 1%. The brand's long-term persistence in product quality has built a strong foundation of user trust.

In addition, Bezhenbao has also established We provide one-on-one pet doctor consultation services and provide every Bezhenbao customer with lifelong free answers to daily pet care questions. The Pet Doctor customer service team will not only track and guide users' product usage, but also provide comprehensive consulting services such as disease consultation, maintenance and prevention, and post-diagnosis care, playing the role of pet doctors around users.

02 Brand renewal improves user experience and builds a deep foundation of trust

How to better meet consumer needs and enrich product SKUs has always been the main task of Bezhenbao's development. After more than two years of quality improvement and user trust building, Bezhenbo has completed an overall brand upgrade this year, expanding its products to more than 20 SKUs and subdividing them into three major brands under the main brand of "Bezhenbo" Product series - Vitalizing series, Principle anti-healing series, Innovative butterfly series. Bezhenbao is also expected to launch a series of brand upgrades and new product launch official activities with the 25th Asian Pet Show.

Among them, the Huanran series focuses on making it easier for young people to raise pets healthily. It uses snack carriers and functional raw materials to make the daily health care of pets simple; the anti-healing series serves as a double Zhenbao's core series focuses on solving chronic diseases of pets and various pain points of pet-raising families with powerful effects, and can immediately solve some of the obvious symptoms of pets (such as diarrhea, vomiting, sparse hair, tear stains, bad breath and other chronic diseases); Butterfly In the research and development process, the variable series uses cutting-edge high-end raw materials, supplemented by precise grinding and the ultimate ratio. It focuses on providing cute pets with high-quality health care products that are richer in active substances, higher in concentration, and easier to absorb. It is a medical aid for pets. The effect is also more effective.

From countless tests on product quality to the ultimate details of back-end services, Wen Bowei said: "I think these efforts are worth it, because the product will be tested by the market, and users rely on the product to You build a long-term relationship.” At the same time, he also hopes that this brand upgrade will allow more users to feel the advantages of Bezhenbao’s products and appreciate the brand’s good intentions in solving pet health problems.

Pet health is an urgently needed service. Many chronic diseases of pets cannot be solved once and for all through surgery or medicine, and require daily supplementary treatment with health care products. It is often difficult for pet owners to detect some minor pet problems in time. When obvious symptoms appear and are sent to the hospital, the best opportunity for diagnosis and treatment is often missed. Therefore, when it comes to pet health problems, prevention is far more important than treatment.

Renewal, butterfly transformation, and defense imply the brand upgrade core of Beizhenbao, which is "renewed, emerges from the cocoon and becomes a butterfly, and the original intention remains unchanged". Bezhenbao also hopes that through this brand upgrade, it can deeply optimize product quality and more comprehensively help pet owners solve pet health problems. At the same time, the brand will continue to adhere to the scientific concept of healthy pet care and contribute to the transformation and upgrading of the pet health industry.