Mr. Liu Wei, Chairman of Tomson & Johnson Brand Strategy Consulting, led the establishment of Tomson & Johnson Brand Systematization Research Institute. The research topic of this issue is "The road to brand transformation from pet products to all pet categories"

Pets are people’s emotional sustenance, and pet consumption is also an emotional economy, which is essentially a human business. As more and more people are single and living alone, pets have become their life partners, and the pet market has also ushered in an explosive growth stage.

Many pet owners regard their pets as their own children, and are particularly concerned about their pets’ clothing, food, housing and transportation. The consumer demand for pets is gradually becoming more segmented, refined, and high-looking. Upgrading, pet owners’ willingness to consume quality-oriented products is increasing day by day.

01 Pet Track

-Tomson & Jason Brand Research Center

The pet consumption structure is gradually improving

According to 2021 According to the China Pet Consumption White Paper, the market size in 2020 will be close to 300 billion yuan. The pet industry will continue to maintain steady growth in the next three years, with a compound growth rate expected to be 14.2%. The industry scale will reach 445.6 billion yuan by 2023.

At the same time, the advancement of new media technology and the explosion of social media such as short videos have driven the development of "cloud pet attraction" and brought more market size and potential consumers to the pet industry.

Compared with the European and American markets, my country’s pet market started late but is developing rapidly. my country's pet industry has gone through an enlightenment period, a gestation period, a rapid development period, and now a stable and mature period. The role of pets and the concept of pet keeping have undergone tremendous changes, and the pet consumption structure is gradually upgrading.

The upstream industry chain, which focuses on sales and breeding, has many market participants, but lacks economies of scale and low concentration; in the midstream field of pet food and supplies, a large number of new brands have emerged in recent years, and competition Intense; the downstream areas focusing on pet services are fragmented and do not have a strong head brand.

Among them, the pet food category is the largest market segment in the pet industry. As pet owners’ awareness of feeding products increases, the market demand for pet food will be further released; and the categories of pet supplies are more Refinement, other consumer fields are also gradually released, jointly promoting the continuous growth of the pet industry.

02 Strategic Adjustment

-Tomson & Jason Brand Research Center

Full Category Pet Lifestyle Brand

A new generation of pet owners Pets are like family members and have higher requirements for pet products. For them, pet products must not only be functional, but also ornamental. Pet products are part of the family scene. Based on this insight, the pidan pet products brand was born in 2015.

With cat experience and human feelings as product design concepts, pidan entered the pet products segment. In 2016, it quickly opened up the market with its first product, the igloo cat litter box. The design has a semi-open circular appearance, which takes into account the privacy of cats and the comfort of people's lives. It is the same as home design, so it is loved by many pet owners.

Subsequently, pidan successively launched a variety of popular pet products such as mixed cat litter, cat scratching posts, and cat nests. The popularity of the products made pidan see the possibility of category expansion.

In 2018-2019, we began to try to expand the category horizontally, launched the first batch of dog products, and planned other pet product lines. However, due to the different consumption attributes of the user groups accumulated by the brand, the horizontal expansion of dog products did not reach the level of Desirable results.

As a result, pidan quickly changed its brand development strategy, delved deeply into cat-related products vertically, gradually shifted the focus of categories from cat supplies to cat food, continuously enriched subdivided categories, and determined to transform from a "pet products brand" to a "full product brand". Pet-like lifestyle brand”.

The full-category development strategy can make the brand's product line more complete and attract more consumers. However, if funds and energy are limited at the beginning of the brand's establishment, too many categories will affect the company's ability to exert itself. Taking advantage of one thing and losing another, the company falls into a state of completeness and unprofessionalism.

Every enterprise will encounter a bottleneck period when it develops to a certain extent. To break through this bottleneck, enterprises can choose to develop horizontally or vertically. Vertical development is to maximize a certain category, form a product brand, and use a certain type of product as a cultural communication to penetrate into the consumer mind; while horizontal development has stricter requirements for production and management, and any product may have problems. Damage the company's brand.

Pet food is the largest market segment, with rigid demand and high frequency, making the food category the most important competitive market in the pet industry. Currently, pidan's products on sale cover six categories: pet supplies, tools, food, toys, consumables, and home furnishings, and are gradually expanding categories horizontally.

03 Brand Upgrade

-Tomson & Jason Brand Research Center

Building a Better Pet Life

The adjustment of pidan’s development strategy prompted The brand is upgraded as a whole. Through the brand upgrade, it emphasizes the product's expression of the beauty of the art of life and its impact on a better pet life. It uses non-traditional business narratives to advocate more people to pursue a higher-quality pet-raising lifestyle.

Brand name upgrade

Tomson & Jason Brand Research Center

pidan was originally the name of a cat "preserved egg", but for most people , this brand name is extremely unfamiliar. It is not an English word, it is just a few letters without tones and Chinese aids. It is difficult to say the brand name.

When the brand was upgraded, pidan got the Chinese name "Bishan", which was taken from "born for each other", which means that the relationship between humans and animals, animals and pidan was born for each other. This not only allows consumers to establish a closer connection with their pets, but also allows consumers to read and write "Bishan" in the correct way.

In the past, there were few product types and the amount of information disseminated was small, so names were not that important. But now it is difficult for a weak and meaningless name to enter the minds of consumers. You must come up with a name that can Start the positioning process with a name that tells potential customers about the features of your brand or product.

pidan added the brand slogan "Beautiful Pet Life", which echoes the Chinese name Bidan and more accurately emphasizes the brand's intention to make pet lovers more scientific and simple through products and services. Raise a pet, and at the same time let your pet gain more pleasant experiences while coexisting with people.

Symbol upgrade

Tomson & Jason Brand Research Center

In addition, pidan also integrates brand visual identity, uniqueness and continuity , all the original symbols with cat marks were deleted, leaving only the letter elements. At the same time, the original letter a was replaced and decorated with an extremely common and classic font. The overall look is neutral and clear, getting rid of the original symbol in the The category limitations brought about by the pet prototype are in line with the brand's full category development strategy.

Secondly, pidan extracted the abstract graphics and colors from small animals that best represent the category, forming a set of design languages ​​that belong to them, and put these graphics representing the attributes of animals into the extension of the application. Showcase the beauty and personality of animals through the multiple dimensions of graphics.

These graphics are highly recognizable and can represent the visual image and symbolic memory of pidan. They have a high correlation with brands and products. While extending the vision, they meet the multi-dimensional needs of promotion and sales of multi-category products.

-Product System

Tomson & Jason Brand Research Center

Usually the product development process is research, design, and production, but pidan did not follow this process. , because product users and buyers are separated, consumers’ insights may be biased. In terms of product design, pidan takes care of pets and attaches great importance to pet experience as its starting point, and integrates innovative product concepts and humanized thinking to create a beautiful pet life for humans.

PART 1/Cat litter box

The igloo cat litter box is the first product launched by pidan. Its design is inspired by the igloos of the Arctic Inuit, which combines the snow The quiet and soft atmosphere is integrated with the igloo. The oversized spherical structure and spacious arc space are suitable for cats of different sizes. The semi-enclosed structure creates a low-light environment, giving cats more privacy and security.

The pidan cat litter box is very different from the ordinary cat litter box with a "box + lid + flip door" design on the market at that time. It truly found a balance between aesthetics and functionality, and then It has put forward higher requirements for pet industry supplies and reshaped new standards for industry innovation.

PART 2/Cat litter

Cat litter is a high-frequency consumable for cat owners. Increasing the layout of consumables can drive overall purchases. pidan innovatively launched a cat litter category that is a mixture of tofu cat litter and bentonite cat litter. The product became a hit soon after its launch.

Moreover, the brand has also improved its service links from the perspective of purchase convenience, such as using SF Express for delivery to reduce consumers' transportation troubles. On product packaging, only simple geometric figures and bright colors are used to express the personalities of different pets by modifying their shapes.

PART 3/Cat food

pidan cat snack meat series has five flavors, namely chicken, salmon, shrimp, tuna, and beef flavors. The products are packaged in independent small packages, one at a time, which not only facilitates feeding, but also enhances the interaction between pets and owners and enhances mutual affection.

The packaging is visually smart and interesting. Gradient colors are used to increase the differentiation and beauty of the product. Each flavor has its own color, and digital labels can also make the product more series-like.

PART 4/Dog Zone

pidan’s dog zone has relatively few products, including dog snacks, toys and travel supplies, such as water balls and pet tumblers. The pidan tumbler not only takes into account the amount and angle of drinking water for pets, but also has an activated carbon filter built-in to ensure hygienic water quality.

Compared with other pet brands that prefer to use cute and concrete elements to express product features, pidan posters mostly use white background to highlight the beauty and function of the product itself, abandoning fancy product descriptions and designs, and directly use Pictures effectively display products.