In today's wave of new consumption, many brands need to answer a question: among countless new brands, why should consumers choose you. What is your irreplaceability?

This is also a question that pet brand pidan has thought about in the past.

pidan’s founder, Ma Wenfei, was originally a drama actor, and later switched careers to start a business in the pet industry. Perhaps because of his cross-industry genes, Ma Wenfei has his own unique views and understanding of brands, especially the management of 0-1 brands.

As a representative brand in the new pet consumption industry in recent years, this time we invited Ma Wenfei, the founder of pidan, to share.

When Ma Wenfei shared before, he said that if a company that has never failed or made no mistakes talks about some successful cases, he will most likely publicize his success. And what pidan did in the past few years was not always right. There were struggles, hesitations and unsteadiness, but fortunately in the end pidan found its own way and achieved certain results in business.

What makes us curious is, what are the experiences and lessons learned by pidan in the process of starting a startup brand from 0-1? In this process, how did pidan overturn previous perceptions, and how did the founder's brand awareness and business understanding evolve?

The theme of this period's course is "Among countless objects that are similar to you, who are you, what do you want to be, why, and why?" What? ”, the guest was Ma Wenfei, and the shared content covered:

1. The beginning of a brand determines its future.

2. How to use design instead of being used by design.

3. What is the real value of the brand you want to be to the industry and consumers?

4. Why should it be you from now on?

5. Big brand or small brand?

If you are interested in branding, business and design, or you are facing these confusions, you are welcome to sign up for the course.

Brand Planet members can participate for free. After successful registration, you can join the [Course Communication Group] to communicate with everyone.

Guest introduction

Ma Wenfei – Founder and CEO of pidan

A drama actor, he is committed to incorporating the space planning concepts experienced on the drama stage into industrial design. The igloo cat litter box he participated in the design won the 2016 Red Dot Design Award. Owner of two cats.

Brand Introduction

pidan was founded in Paris in 2015. Adhering to the mission of "better pet life", it is a brand that focuses on designing products for pets.

In 2016, pidan entered the pet supplies market with the "Igloo" cat litter box that won the German Red Dot Design Award. Subsequently, star products were launched one after another, including expanded potato curd mixed cat litter, window hammocks and pet cat bags, etc., which have repeatedly won many international product design awards such as the Red Dot Award. The overall price is slightly higher than similar local brands.

After receiving great praise in the field of cat products, pidan has formulated a strategic upgrade in the entire field of pet products. Currently, its products on sale cover six categories: pet products, tools, furniture, toys, consumables, and food. And began to horizontally expand categories and offline layout.

Due to the expansion of categories, pidan carried out a brand upgrade in 2018, conforming to the simple and flat design trend, enhancing recognition and high-end sense, in line with the demands of pidan’s mid-to-high-end audience for the brand image. And adapt to the needs of various scenarios.

As of now, pidan has more than 18 direct e-commerce platforms online; it cooperates with more than 40 domestic agents and 3,000 pet stores; at the same time, its products are also exported overseas, covering France, the United States, Australia, Canada, Japan, Singapore and more than 10 countries.

● pidan's first brand experience store "Animal Back"

Identification appointment live broadcast