Pets are the sustenance of people's emotions, 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.

Adhering to the principle of "you can eat dirt, But with the concept that “furry babies must be well-fed”, pet owners are paying more and more attention to the social needs of their pets. At the same time, pet-themed party exchanges and pet tea parties are also becoming a trend in the pet-raising circle... On December 10 last year, pidan's first self-operated cafe "sorry dog" in Shanghai officially opened, which also marked the official opening of pidan's first self-operated cafe in Shanghai. Pet socialization is here to stay.

01/The demand for pet ownership is released

-Tomson & Jason Brand Research Center

From speed to endurance long-distance running

According to According to the 2021 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%, and 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 It started late but developed quickly. 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 Counterattack

-Tomson & Jason Brand Research Center

Search for success in all categories

A new generation of pets Owners regard their pets as family members and have higher requirements for pet supplies. 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.

pidan takes cat experience and human feelings as the basis Product design concept, cutting into the pet products segment, quickly opened the market in 2016 with its first product, the igloo cat litter box. The igloo cat litter box is designed with a semi-open circular appearance, taking into account the privacy of the cat. It also takes into account the comfort of people's lives, which 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.

Started to try horizontal marketing in 2018-2019 We expanded the category, 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 achieve the desired 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 entire category development strategy can make the brand The product line will be more complete and attract more consumers. However, if the funds and energy are limited at the beginning of the brand establishment, too many categories will affect the company's ability to exert its own advantages, and the company will fall into a complete and unprofessional situation.

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 kind of cultural communication to penetrate into the consumer mind; while horizontal development has stricter requirements for production and management, and problems with any product will It may 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 Dimension Upgrade

-Tomson & Jason Brand Research Center

Tell good pet life stories

pidan development strategy The adjustment promotes the overall upgrade of the brand. Through the brand upgrade, it emphasizes the expression of the beauty of the art of life and the impact of the product on the wonderful life of pets. It uses non-traditional business narratives to advocate more people to pursue a higher-quality pet-raising lifestyle.

PART1 - Brand name upgrade

Tomson & Jason Brand Research Center

pidan was originally the name of a cat "preserved egg", but for most people To me, this brand name is extremely unfamiliar. It is not an English word, it is just a few letters without tones or 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 and more accurately emphasizes the brand's intention, that is, through products and services, pet lovers can raise pets more scientifically and simply. pet, and at the same time allow pets to gain more pleasant experiences while coexisting with people.

PART2-Symbol Upgrade

Tomson & Jason Brand Research Center

In addition, pidan also focuses on brand visual identity, uniqueness and continuity For integration, 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 a very common and classic font. The overall look is neutral and clear, getting rid of the original The category limitations brought by symbols on pet prototypes are consistent with the brand's full category development strategy.

Compared with the use of a single logo, the upgraded visual identity will present the key information of the pidan brand in the four corners of the screen. Including pidan's brand proposition of "cats first, charity plan" and other contents, it is applied in online and offline usage scenarios.

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.

PART3-Product System

Tomson & Jason Brand Research Center

Usually the product development process is research, design, production, but pidan did not follow this process, because product users and buyers are separated, consumer 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.

－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. It integrates the quiet and soft atmosphere of the snow with the igloo. The oversized spherical structure and spacious The curved space is 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.

-Cat litter

< p>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.

－Cat food

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

-Dog Zone

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

04/Potential Energy Explosion

-Tomson & Jason Brand Research Center

Building an emotional bridge between consumers and brands

Advertising It can enhance and help the brand's potential, but excessive publicity may cause disgust among consumers and have the opposite effect. Based on the maintenance of brand potential, pidan is relatively cautious in its marketing strategy and conducts publicity based on the attributes of each platform. Weibo and Xiaohongshu are the two main platforms for brand marketing.

The pidan Xiaohongshu account uses cute cats as the protagonists. The content of the notes is full of healing. Most of them are captured in a combination of "cats and pidan products". While showing the product functions, it arouses the attention of cat lovers. their attention and favor.

The copywriting of each note is very interesting, expressing their emotions and thoughts from the cat’s perspective. Kind and interesting language can build consumers’ emotions.

pidan Weibo platform promotion account types are mainly beauty and fashion, emotion and film and television entertainment, focusing on new product promotion and brand co-branding. Brand co-branding is one of the simplest and fastest ways to accumulate brand equity. As a design-first pet brand, pidan's products have the advantage of good looks, so they are easily loved by young people who pursue beauty.

pidan has co-branded with major theme IPs many times, leveraging the influence of other themes to continuously enrich its own products and brand connotations, quickly enhance brand awareness, and shorten the brand building cycle.

For example, pidan has cross-border cooperation with clothing brands such as JNBYHOME, caramella, and Skechers to launch "human pet" gift boxes or other clothing products with pet elements to create a parent-child concept and strengthen the relationship between pet owners and their pets. emotional link between consumers and the brand. With the dual support of such product power and marketing power, pidan has maintained its brand potential very well.

-Channel Construction

Tomson & Jason Brand Research Center

With the gradual improvement of product lines and relatively rich SKUs, pidan began to expand lines in 2018 Down the channel. Different from traditional pet stores, pidan positions itself as a retail store in the business district and does not provide pet care, grooming, medical and other services. Instead, it relies more on the store theme of "beautiful pet life" through offline channels. To strengthen the brand image of scientifically raising pets and making people happy with pets.

For example, pidan’s first store, the Animal Back Experience Store (which means carrying the weight of history with animals), provides customers with a space for interaction with pets and displays products in this scene. .

pidan’s offline experience store is different from the simple, pure white style online. The offline store chooses to use silver stainless steel frames and transparent acrylic panels to build a new retail space where people and animals interact. Cats and dogs are divided into different categories and combined into product retail areas, allowing consumers to systematically experience the products in a relaxed scene.

In addition, its self-operated cafe "sorry dog" is affiliated with pidan's "cat-friendly" coffee brand. The construction of such a public space is intended to further accommodate the relationship between people, pets and nature, echoing the concept of "pets". Friendly" brand concept.

With the concept of "cats are more friendly" Throughout, the overall space of the "sorry dog" cafe is divided into two areas: "cats" and "dogs and other pets". It adapts to the social habits of pets, allowing cats to be cats, and dogs to be dogs, reflecting the brand's understanding and acceptance of cats and dogs, and further raising the brand's profile.

As a brand that aspires to develop into a full range of pet lifestyles, pidan relies solely on e-commerce platforms for development. Offline stores are an important channel for brand building. In the future, pidan will continue to expand stores in business districts and supermarkets where people gather, improve channel construction, and jointly build a harmonious relationship between people, people and animals, and people and nature.