In the past 2023, "volume" has gradually become a very obvious feature in the pet industry. In an environment where the entire market is shrinking, prices of many categories are on a downward trend. Coupled with the increase in traffic costs caused by competition, the user purchasing decision chain has increased, and the overall marketing cost has also greatly increased.

In this era of involution, coupled with the poor situation of the capital market, the cutoff of capital supply is also the beginning of a reshuffle of the industry. The head effect within the industry has subsequently emerged. Through full competition, core capabilities have been verified, while some companies have been "drawn" without profits and forced to withdraw from market competition. Currently, we have entered an era of survival of the fittest and "good money drives out bad money".

However, "volume" also means that consumers are constantly having new demands, which means there are massive opportunities in this industry. In recent years, Taobao, Pinduoduo, Douyin social e-commerce and other channels have been changing, and the previous channel advantages of traditional brands are no longer there. In the case of dispersed traffic and dispersed channels, the initiative in consumption has returned to consumers, and the threshold for building a new brand is very low. A large number of new players have integrated into the market, and consumers will choose products based on their own ideas.

In addition, judging from the data of Double Eleven in 2022 and 2023, the share of domestic products continues to increase. If domestic products can do better than foreign brands in terms of product quality, innovation, and marketing localization, there is no reason for consumers to pay higher premiums to buy overseas products.

For Petty Said, rather than choosing "Cheaper" in the face of a price war, we prefer to be a Better company. Petty has always been a company that has an obsession with mental brands. It focuses on the brand’s market share and the first place in the minds of target customers, establishes in-depth insights into target users, differentiates brand positioning, continues to build core advantages, and forms barriers to empower customers. Create value for users.

Of course, building a mental brand is not a one-step process, but a systematic project. Among the three stages of brand growth, the first stage is product branding, which requires focusing on launch efficiency, repeated iterations, precise marketing based on product sales, and large-scale creation of hot products; the second stage is category branding, which involves enriching products based on category expansion. line, to create product potential so that users can see and buy it; the third stage is mental branding, where the brand is de-productized to achieve category extension, break the brand circle, and increase brand awareness.

Facing the challenges of In a certain environment, user groups are relatively certain, so companies must establish in-depth communication with users and continue to meet their needs. In addition, improving the human efficiency of enterprises is a must-select for high-quality development in the future, and digitalization is the only way for enterprises to operate efficiently.