As the number of people keeping pets continues to grow, the pet economy is also booming. The scale of the pet industry in 2020 will be close to 300 billion yuan. According to iResearch, the compound growth rate of my country's pet industry will be 14.2% in the next three years, and the scale will reach 445.6 billion yuan by 2023.

As the market scale continues to expand, the pet staple food industry has ushered in the upgrade of brands and services in its development.

"Original Cat Food" is a cutting-edge domestic brand that focuses on providing natural health products for pets. With scientific and rigorous quality control and patient and professional services, it helps furry children grow up healthily.

It is such an emerging brand. They have accumulated more than 60,000 private friends, provided one-to-one exclusive operation services, achieved a revenue of 3 million, and still maintained a growth rate of more than 300%. The repurchase rate of staple foods has reached 60%.

How did they achieve such outstanding results? What can we learn from their private domain operations?

No.1

User portrait

① User gender

Originally, the users of cat food were mainly female customers , accounting for more than 70%;

② User age

The age group is mainly concentrated in the post-95 generation;

③ User characteristics

Highly receptive to new things and willing to try new domestic products.

No.2

Customer acquisition methods

For most pet users, they generally lack some basic pet medical knowledge, and the original cat food Our private team is composed of pet consultants and even pet doctors who have received a lot of professional knowledge training.

Original Cat Food captured this pain point of users and attracted users to add customer service WeChat by adding free consultations with pet consultants, thereby retaining users.

① Official account

Follow the original Pet Life official account, and the official account will automatically push a welcome message. The welcome message will include "newcomers can receive cat food samples with free shipping for 9.9 yuan" and "one-on-one cat raising consultation service for 0 yuan" to attract users to scan the QR code and add customer service WeChat.

In the articles on the public account, users will also be guided to add the original pet consultant WeChat through "free online consultation".

② Mini Program

Enter the original cat food mini program mall, and the carousel picture on the homepage also attracts users to add pet consultants and enjoy free consultation services.

③ Advertising

In addition to attracting traffic on official accounts and mini programs, Cat Food originally also carried out paid advertising in Moments and Douyin information streams, with an average advertising cost of 20 Yuan/person or more, the conversion rate of new customers in 3 months has reached more than 10%.

No.3

User Operations

With the upgrade of consumption in the pet market industry, consumers have become more focused on experience and actual results. Therefore, to meet user needs , Providing personalized services has become a new development direction of the pet market.

It is based on this development background that the original user operations of cat food were not managed through the community, but served users one-on-one.

In addition to solving daily product and after-sales problems, Original Cat Food can also provide answers to users online through professional knowledge for some minor problems and diseases encountered by users' pets. In this way, you can quickly establish a trusting relationship with users, and it will be easier to convert transactions.

No.4

Membership system

Pet food is a category with high repurchase, and user loyalty is relatively high. I will not change the brand of my pet easily. Therefore, in order to better serve users and implement refined operations, Original Cat Food has built its own membership system.

In the carousel image on the homepage of the mini program mall, a membership recruitment poster is placed to attract users to become members through "exclusive offers".

After becoming a member, the original team of expert doctors will help each user formulate a delivery cycle based on the food intake cycle of each user's pet, ensuring that each pet can eat the freshest production date of staple food, providing members with Users create a humanized butler-style pet-raising service.

In addition to butler-style pet-raising services, members can also enjoy exclusive discounts, monthly member-exclusive coupons, pet birthday gifts, priority access to new products, points redemption and many other membership rights.

In terms of membership activation, users need to contact Original customer service first. If the pets at home like to eat Original cat food and have long-term purchase needs, they will help to activate membership.

Originally, cat food did not blindly stimulate users to register as members, but allowed users to buy and try it first. In this way, the original cat food can obtain the most accurate user group, find more valuable service targets, and maximize revenue.

In the mini program mall, users can earn points through consumption and sign-in, and members who sign-in can earn 2 times the points. Points can be redeemed for luggage, vacuum cleaners, lipsticks, cat climbing frames, pet peripherals and many other categories of products.

No.5

Operation Summary

1. Highlights and reusable points:

1

By seizing the pain points of users, we can form our own private domain traffic pool in response to user needs;

2

Use the output of valuable content, member points system, etc. to enhance private domain users’ understanding of The stickiness of the brand achieves the purpose of long-term user retention;

2. Points to be optimized:

1

After adding the original cat food WeChat, it was just clicked The greeting did not indicate its value in detail; the "Newcomers can receive sample packs and lucky draws for 9.9 yuan" that guides users to add WeChat did not actively mention it. It is recommended to design a set of new words to enhance the sense of ritual for new users to join;

2

Although it is one-on-one communication and maintenance, there is very little active contact with users. It is recommended to take more initiative in interacting with users. For example: asking about the recent health status of pets, product usage, or informing about brand-related developments such as product upgrades, to further enhance user service experience and thereby enhance user stickiness.