This is the 71st case analysis of ASHLEY [Brand Marketing]

Brand name: pidan

Foundation date: 2015

Brand slogan: Beautiful Pet Life

Brand sales volume: about 400 million yuan

Financing situation: In 2021, it received 50 million yuan B+ round financing from Xingwang Capital and 50 million yuan B++ round financing from Jinding Capital; < /p>

Market environment

1. According to iimedia survey , China's pet market has continued to grow from 2015 to 2020, with a year-on-year growth of 33.5%. It is expected that China's pet economic market will be close to 600 billion yuan by 2023;

2. Market size of pet product segments in 2015 Reaching 12.88 billion yuan, it is expected to reach 44.37 billion yuan in 2024;

Brand strategy

1. Positioning: using the method of "differentiated single products + full category coverage", Create a pet lifestyle brand and successfully break out of the circle with the igloo cat litter box that won the German Red Dot Design Award. The sales volume of cat litter category is the first on Tmall;

2. Products: mixed cat litter, toys, Food, accessories, etc.;

3. Channels: online e-commerce platforms, 8,000+ offline pet stores, exported to more than 21 countries and regions around the world, with strong omni-channel strength;

< p>4. Marketing: Insight into consumer psychology. People like to share things that make them look good, such as well-designed and high-quality pet lifestyles. pidan’s products have high appearance and good quality. Taking photos with pets is a fun way to socialize. Currency, users will automatically share and disseminate, while maintaining a high customer unit price. At the same time, through official accounts and Xiaohongshu grass sharing, Douyin and Tmall live broadcast, brand reputation and sales will increase simultaneously;

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ASHLEY's point of view

1. Pets use more than just consumer goods. It is more about the owner's feelings. The ritual sense of life needs a good appearance to carry it. Pidan has captured this psychology and, with its excellent design and quality, gives consumers (pet owners) high-quality emotional value, improving The brand potential has also increased the unit price and gross profit margin;

2. After breaking out of the igloo circle, pidan has gone from single product to "horizontal diversification" and returned to "vertical less but more refined" , 2 years ago, decisively gave up the cumbersome and complicated product line, optimized the supply chain, and sold mixed cat litter, achieving the ultimate in quality control, efficiency and quality. Operating costs dropped rapidly, brand profits increased significantly, and simplicity was recognized by pidan. Very well used.