Penny 6+1’s products are divided into canned, freeze-dried, training and reward foods, including 5 canned cat types, 5 canned dog types, 6 freeze-dried snacks and 3 pet meal types. The product pricing of Penny 6+1's pet snacks is half that of international pet cans. The company does not engage in price wars, but pays more attention to the quality of its products.

Founder Feng Jichao said that making pet snacks requires returning to the product. Whether the product is good or not can be judged by seeing whether the pet eats it or not. If the product is genuine If there is a price war, the quality of the food cannot be guaranteed, because you have to use real meat and bear the cost of distribution, which is unprofitable.

Penny 6+1 Canned Pet Cats

Penny 6+1 also launched a pet meal kit, which is a set of products designed for urban pet owners. It provides customized nutritional recipes for pets for a week, with different flavors every day. It provides pet owners with a time-saving and labor-saving feeding solution, and cooperates with experts from the Academy of Animal Science to develop a pet-specific essence supplement to supplement the trace elements and minerals that pets need daily.

In terms of marketing, Penny made a breakthrough. In the traditional form of hard advertising, we choose the communication method that users like to reach out, and through strategic cooperation with Focus Media to enhance brand influence, we also build word-of-mouth on platforms such as Xiaohongshu, Douyin, and Weibo to accumulate traffic. In addition, Penny 6+1 helps pet owners make decisions through pet celebrity IP dissemination, and establishes cooperative relationships with Taobao sisters Wei Ya and Luo Yonghao, thereby using the fan effect to break the ice. At the same time, by improving product quality, users can actively establish Word-of-mouth, and then carry out multi-channel communication and conversion to increase visibility

Penny 6+1 live delivery

So far, Penny 6+1 is online It has deployed online on Tmall, JD.com, Youpin and Pinduoduo; offline it covers 30 provinces and cities, with more than 15,000 stores, including Hongqi Chain in Chengdu, and Sinopec’s Yijie Supermarket in Zhengzhou. The company participated in Jingchong for the first time in 2019. Exhibition, on-site sales exceeded 300,000. So far, more than 300,000 cans of seafood cat cans have been sold in the three months since they were launched.

When it comes to competitors, Feng Jichao said that the company’s cans will be of international brands. Competitors, but the canned food of international brands is minced meat, while the canned food of Penny 6+1 is made of large pieces of meat, which is more in line with the consumption concept of Chinese people. Competing with domestic mainstream companies including Nestlé's Zhenzhi Cans, McFoody and Xuesiya, Penny 6+1 will put more effort into the selection of ingredients and raw materials to ensure food safety and health.

Feng Jichao, the founder of Penny 6+1, is also a serial entrepreneur and the co-founder of brands such as Beibeijia, Haojixing, E-Ren E-book, 8848 mobile phone and Xiaocan Tea. Regarding why he entered the pet market to start a business, Feng Jichao said that the pet market has problems such as complicated products, no unified standards, and low consumer recognition. Unlike traditional fast-moving consumer goods, the industry is in a period of rapid development, and some have achieved leading brands. Chance.