News from the white paper team: During the Tmall 618 pre-sale period, the Shengshengbuqiu brand won the top spot in the double-category full-price freeze-dried food for dogs and cats. One hour before the Tmall 618 pre-sale, the pre-sale sales increased by 100% compared with the first day last year. One hour before the 618 good start, the sales exceeded the sales growth of 126% during the whole period of last year's 618 good start. In addition, on JD.com One hour before the 618 big promotion event got off to a good start, the endless sales far exceeded the entire 618 period last year, an increase of 806% compared with the same period last year.

While sales are growing rapidly, Shengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengshengswearhavings "In the selection, Shengshengshengsiji also won the title of "User Favorite Brand - Annual Outstanding Brand in the Pet Industry" selected by pet owners.

In the increasingly competitive market of pet food, how can Shengshengsisisi stand out and achieve a win-win situation of high growth and high reputation? What has this brand, which has just been established four years ago, done right?

Focus on pet freeze-drying and build a product matrix that fully covers health needs

Public information shows that as a high-end brand in the field of pet freeze-drying, Lifelong was established in March 2019. The team From the beginning, the entire team hoped to take cutting-edge pet nutrition concepts as the core and combine raw materials, formulas, processes and other factors to create rations that meet the health needs of dogs and cats.

During the entire process, the R&D team continued to conduct research, trial and error, and absorb real feedback from the market and pets. It also collaborated with domestic and foreign experts to conduct repeated demonstrations and joint experiments with professional and technical personnel from cooperative factories, regardless of spending more. cost to insist on making difficult and correct choices to produce products that truly meet the health needs of dogs and cats.

Take the freeze-dried series of dog and cat staple food products as an example. It uses different meats as raw materials, bids farewell to grain starch, and combines comprehensive nutrition with good palatability. It can not only effectively prevent pets from being picky eaters, but also reduce the risk of pet allergies, skin diseases, and obesity. In terms of technology, it starts from meat sources. From radiation sterilization to radiation sterilization, a series of production processes ensure the stability of product properties. Higher utilization rate can also provide pets with a more stable digestive mood, reduce the burden on the digestive system, and say goodbye to strong smell, large quantity, and difficulty in digestion. formed feces; and the extremely high rehydration rate and rehydration speed can absorb 500% of the water in a short time, protecting the urinary system of your pet and effectively reducing the risk of cystitis, pancreatitis, urinary tract stones and other diseases. Risks occur.

At the same time, Shengshengbuxiu also uses eight leading indicators to create S-class staple food freeze-drying. Its concept of "five highs and three lows" also gives pets all-round health protection. According to the relevant person in charge, this series of products is rich in "five highs" high in protein, vitamins, thiamine, lysine and taurine, and "three lows" low in phosphorus, low magnesium and low histamine. Starting from the underlying logic of pampering the body, it provides comprehensive nutrition from nervous system care to hair health.

In addition, Shengshengsisi has also made new product breakthroughs in the snack market, launching a series of freeze-dried functional snack products - freeze-dried chicken neck, freeze-dried lamb liver and freeze-dried pig Heart. Freeze-dried chicken neck is mainly used for oral care, satisfying the pet's chewing nature, exercising the pet's chewing muscles to achieve a plumping effect, and then using physical friction to remove stubborn dental calculus in the mouth and freshen the breath; at the same time, it is also rich in Rich in high-quality protein, balances calcium and phosphorus, and achieves the bonding of bones and muscles.

Among them, the zinc, iron, and copper in freeze-dried sheep liver are richer and more stable than most meat sources. The rich trace elements and omega3 help balance the fatty acid ratio and protect hair health. Tingtin helps promote fat metabolism, prevent fatty liver to a certain extent, provide energy for organs, and relieve dysfunction of skeletal muscles, heart and other tissues. The rich acetylcholine component can increase gastrointestinal motility, help pets eliminate hair balls, and reduce the chance of hair balls.

The freeze-dried pig heart is imported from Spanish noble pigs, which is of human consumption grade quality. The whole heart is cut to retain the original flavor of the raw materials, satisfying the carnivorous nature of pets. It is a natural nutritional supplement that fills the heart with heart, and is rich in taurine. Acid nourishes the heart.

IP-based brand operation, fully integrated with national trend design elements

In addition to efforts on the R&D and product sides, Shengshengchuang is also bold in the main tone of IP and product packaging It incorporates national fashion design elements and emphasizes the identity of its own domestic brand.

To this end, Shengsheng has also specially created its own brand IP - Shengsheng, with ears that stand upright and then droop. The droopy ears represent inwardness and introspection, and always maintain the original intention, which is the concrete embodiment of dog ears. The erect ears represent always listening to the needs of pets, which is the concrete embodiment of cat ears; while the single horn symbolizes the courage to break through three walls. The three walls are: the prejudice of domestic raw meat families against domestic production, and the pet food giant’s prejudice against the market. Monopoly and starchy grain families are unfamiliar with freeze-dried raw meat and bones. Sheng Sheng Endless hopes to break the public’s prejudice against freeze-dried pet food through Sheng Sheng and its products, and promote the wave of domestic pet food brands.

In the packaging of brand products, Shengshengshengsi also incorporates national style elements. The product colors are all selected from traditional Chinese colors, mainly indigo, gold, and white, and jade, red, and red plum. Supplemented by tender ginger, the brand IP is also based on the silhouette, combined with national style elements to output the overall brand spirit and label.

For example, among the staple food freeze-dried products launched by Shengshengsixiuxiu, each product has different cultural connotations and elements. The formula for rabbit meat is "Begging for skill and looking at the autumn moon, and the Jade Rabbit rests under the osmanthus", the visual colors are lotus and red plum, and the elements are moon, osmanthus, osmanthus, and rabbit; the formula for beef is "Cranes pass by the green mountains, and cows drink from the mountain streams", and the visual colors are It is green bamboo and jade, and the elements are mountains, running water, peonies, and cranes; the duck meat recipe is "Dense bamboo shadows in front of the courtyard, reeds and ducks crossing the spring pond", and the visual colors are marigolds and young ginger, and the elements are waves, pavilions, Fans and bamboo forests; the poultry recipe is "phoenix chicks are rising up, the morning glow is also auspicious", the visual colors are cinnabar and red, and the elements are red sun, colorful clouds, lanterns and auspicious clouds.

As Shengshengsixiu said: "Whether it is IP or products, Shengshengsixiu hopes to make use of traditional Chinese culture to make up for the vacancies in the pet industry and the current era, to use strength to make feelings come true, and to use quality to make people happy. Domestic products are back in fashion. "

Practice pet charity and be a truly "warm" brand

While completing its own development goals, Shengshengshengsheng also actively assumes the responsibility for sustainable development. , in terms of product and service quality, continuous innovation, etc., we pursue the organic coordination of development speed, development quality and long-term sustainable benefits, and actively participate in pet public welfare undertakings, participate in social charity with practical actions, seek welfare for animals, and strive to practice "To be a socially responsible pet brand enterprise."

In January 2021, Shengshengjiuguang Charity Plan was officially listed as a monthly fixed public welfare project, starting with the donation of pet rescue food worth 300,000 yuan during the heavy rain event in Henan in July 2021. As of the 37th "Hangzhou Adoption Day" in April 2023, Life and Death has assisted 2 large-scale special period animal rescues, helped 20+ stray animal bases or institutions, and assisted more than 4,000 stray cats and dogs. Donated more than 2 million yuan (materials + cash). While providing financial support, Shengshengsixiang also actively provides welfare for animals in many aspects such as improving the living environment of stray animals, medical assistance, adoption, and nutrition and health.

In the future, Everlasting Hope will continue to be a "warm" brand, using a high-standard production and research system and a rich and diversified product matrix to leverage consumption upgrades and market upgrades with its products. To create a better harmonious environment for pets.