pidan’s brand naming has a natural sense of intimacy, just like the way contemporary young people name their pets. It also breaks consumers’ impressions of pet products. Instead of posting pet photos everywhere, it uses abstract geometric figures to open the doors. It has changed people’s imagination of the pet world. The novel perspective allows pidan to immediately show the brand's differentiation in vertical categories, making it very easy to identify, which I like very much.

—— Inspur Product Award judge Fang Jianping (member of AGI International Alliance of Graphic Designers, UDL Co-founder)

Cat litter is a real necessity for cat owners. In detail, there are many requirements: it clumps quickly, goes into the toilet, does not raise dust, does not stick to the basin, and can absorb odors. pidan's products do a good job of balancing these points. It would be better if the quality control of vacuuming could be guaranteed.

——Inspur Product Award judge Xu Bingqing (chief writer of YiMagazine magazine of China Business News)

Most people know that pidan is a Red Dot Award-winning product in 2015, "Xue". Starting from the "house cat litter box", the products are simple, without redundancy, and have a sense of quality, winning the favor of young consumers. In 2018, pidan changed its logo, overall visual system, and determined the Chinese name "Bi Dan", expanding from cat supplies to a full-category pet company.

As one after another refreshing pet products are introduced to the market, it can be seen that pidan's success is not just based on luck.

There is no community or brand live broadcast. Founder Ma Wenfei believes that the pet-raising crowd is a natural community, and word-of-mouth is more important. With zero overseas promotion, pidan can achieve sales of 2 million yuan a month and successfully go overseas. "If the product is good enough and does not require too much operation, it can span cultures and regions." During the chat with Ma Wenfei, his confident expression of his own products was also impressive.

pidan's puffed potato curd mixed cat litter won the sales championship in the cat litter category on 618 and Double 11 in Tmall and JD.com in 2020. Among domestic cat litter brands, pidan does not have an advantage in terms of price, but it can gradually occupy the leading market. This is inseparable from the brand concept and product logic behind pidan.

Q - Inspur Product Award A - Ma Wenfei, founder of pidan Q: What was the opportunity to start pidan? Why choose the pet market to start a business?

A: pidan is the first entrepreneurial project in my life, and it is an impulsive start. Because when I lived in Japan, I didn’t buy a cat litter box that I liked, and I thought it was not difficult to make a good cat litter box. I am not a complaining person. Although I have a bad temper and poor patience, I am willing to try it myself, so I am determined to make my own cat litter box. I am a very product sensitive person. At that time, I bought almost 100 cat litter boxes from the market. I found that the product was not as prosperous as it seemed. Cat litter boxes are a must-have product for every cat owner, but there are so many Almost all cat litter boxes come from four or five domestic factories. I was confident in the product I made. As a result, the first batch of 1,500 "Igloo Cat Litter Boxes" was sold within 3 months. Not only was the cost recovered quickly, but it far exceeded my expectations.

Q: How do you get product insights? What is the process of product development?

A: In fact, we are quite subjective when it comes to products, and innovation is also a very subjective matter. pidan’s differentiated insights are not “heard” from others, but “used” by ourselves. For example, if someone makes toys, they may buy 100 toys and then ask 500 consumers what they think of these toys. We buy the products ourselves, use them ourselves, and then ask ourselves how these toys are. We just rationally collect existing objective data and information on the Internet and do not rely on preliminary user research. I have five or six cats myself. At the same time, I am also a very sensitive person. I can sensitively perceive the needs of people and grasp the pain points of pet owners.

Q: What special product insights does pidan have, and how do these affect product development?

A: Our product logic is very simple. We hope that small animals can use the same technology and standards as humans. The pet industry is not a big industry, and supply chain technologies are all leftover from humans. For example, the grippers on the market before were all made of recycled express shells, which can be said to be the worst paper. Our scratching boards are made of imported materials and brand new food kraft paper. Before we entered the industry, pet plastic products were made of the worst materials. We used the same plastic that humans use to make bowls and cups. Cat litter is put in snakeskin bags, and we are the first company to put cat litter in vacuum bags, the same as rice. We did not innovate in supply chain technology in a practical sense, but in innovation in concept - allowing pets to use things used by humans. pidan wants consumers to understand what a good product looks like. We want to tell everyone that there is a company here that is willing to provide good food and supplies for kittens. We never think of pets as inferior to people.

Q: Why make a hybrid cat litter? What are the characteristics of this cat litter?

A: We are the first brand in the world to make mixed cat litter, mainly based on the cat’s use experience. Pure tofu cat litter has its own problems. It has large gaps and will quickly absorb water and stick to the bottom. Earthen litter is easy to dust, but cats will feel comfortable stepping on it. Then combine the two, use tofu sand to absorb water, and soil sand at the bottom to prevent sticking to the bottom and agglomeration, which complement each other, and finally achieve the effect of 1+1>2. In addition to this, there is another very meaningful thing. In the past, the cat litter manufacturers in the industry liked to use inferior flavors such as peach flavor to cover up the odor. However, cats’ sense of smell is 15 times that of humans, so the scent is very unfriendly to cats. We insist on removing the taste and not adding fragrances. At the same time, we also popularize to users and the entire pet industry that fragrances are low-grade and should not be added to cat litter. This is the most fulfilling thing for me.

Q: What does product innovation mean to pidan?

A: We are full of love for this world, but at the same time we are full of disappointment. We can only change and innovate by ourselves. pidan A team is full of people like this, and of course I am the most serious one among them. The standards in this industry are relatively low, and everyone generally thinks that higher than the standards is enough, but we don’t think so. The essence of building a brand is a kind of understanding and summary of the world. What is the world in my eyes, then I will live in the same state. I use my own way of summarizing the world and my attitude to create brands and products to find and attract people who have the same understanding as me. Then in the end they will become consumers who like pidan. This is not particularly difficult.

Q: Because of the particularity of pet products, how can we define whether these products are liked by ourselves or by our pets?

A: As a pet owner, I need to follow scientific logic when making pet products. Many people don’t understand cats and think that cats sleep in cat nests because they are cold. However, kittens are fur animals and rarely feel cold. Cats are olfactory animals. They sleep in a cat nest just because that place has a familiar smell, and they prefer materials that are similar to their own hair. These are some very sensitive points. The way a cat sleeps in a cat's nest has little to do with the shape of the cat's nest itself. Kittens have no concept of shape. Therefore, we still need to study products more deeply and combine some scientific laws to make products. The consumer's goal is to make the cat comfortable, which is the most important thing. pidan not only objectively follows animal behavior and safety, but also subjectively deduces its own feelings and boldly defines products.

Q: From the perspective of the positioning of a century-old brand, what stage do you think the brand has reached now?

A: We don’t have such ambitions. We still hope to make enough money to express our never-ending desire for products. As an original brand, our expression of aesthetics has no end. Our understanding of world philosophy will drive us to continue to make progress, find that we are better this year than last year, and constantly examine ourselves. Back to products, we do not pursue a narrow monopoly, but continue to create surprises, pursue unlimited product possibilities, and provide pet consumers with more and new product choices. We hope that consumers can just have one of our products at home, just like buying a lipstick or a big meal. It is a reward and a passionate feedback to life. I hope that in the field of pet supplies, we represent a beautiful pet life. .

1. Tofu cat litter and bentonite cat litter are mixed to create stronger water absorption and clumping power

After more than 20 mixing attempts, the pidan product team developed 7 :3 mixed cat litter, which combines tofu cat litter with strong water absorption capacity and bentonite cat litter that is easy to clump and feels good on the feet. It complements each other and achieves the effect of 1+1>2.

2. No flavors or fragrances, black activated carbon particles are added to absorb odors, and blue STA particles reduce the spread of odors

3. The first cat litter vacuum packaging, adhere to SF Express delivery, and stock up more Convenient and safe

To select pet products, human judges alone are unreliable. This time " "Inspur Product Award" invited 20 cats, 13 dogs and their poop scavengers to try out the award-winning products. After using pidan cat litter for more than 100 hours, they had something to say:

As One of the new generation leading brands of pet products. Although it was founded in the new consumer era, pidan does not follow the traditional product development process: research, collection and design before entering production, and then collecting feedback to enter the next round of product iteration... …On the one hand, when the users of the product are pets, the insights gained through a large number of user interviews may be meaningless. On the other hand, all team members are pet owners and are very familiar with products in this field, so, Observation is more important than asking.

In interviews, Ma Wenfei mentioned many times that he is an impatient person. If something is not used well, he has to change it with his own hands. If he can't find something suitable, he will do it himself. This "impatience" and "observation" give the pidan team unique insight and forward-looking design capabilities.

According to the "2019 China Pet Industry White Paper", the number of pet dogs and cats in my country's cities and towns in 2019 was 99.15 million, and the consumer market size was 202.4 billion, a significant increase compared with 2018. Nowadays, pets have changed from mere playmates to a kind of spiritual sustenance for contemporary people, and pets have therefore become like "family members". In this "symbiotic" relationship with pets, pet products are the connection between humans and pets.

When traditional brands still regard pets as “pets”, their products are destined to be unable to meet the needs of current pet owners. pidan unconsciously integrates innovative product concepts and humanized product thinking, allowing consumers to see that the pet industry is not only about making quality products, but also a brand based on caring for pets and focusing on experience. This also complies with User needs to treat pets as "family members". Sales volume and market feedback confirm the correctness of this approach, and the success of pidan has also subverted the industry and raised industry standards.