As we enter 2024, the "One World, One Health" concept of human pet health has further penetrated, and the understanding that pets and pet owners' health are closely related has continued to deepen. This has also extended the awareness of healthy consumption to the entire process of pet raising, driving growth of the overall pet healthcare market.

On the other hand, based on the emotional value and companionship brought by pet ownership, the family status of pets continues to improve, and the trend of pets becoming family members has gradually become the mainstream of the market, which also makes consumers pay more attention to health. There is a new understanding and understanding of the concept of pet raising.

The concept of pet care has been upgraded from "treating the disease" to "treating the disease before it occurs", and then to the "Pet Health" pet care concept that covers the entire life cycle of pets and involves all-round health services such as prevention, treatment and care. It has also prompted the pet healthcare industry to expand rapidly and become increasingly segmented.

According to the research data of the "2023 Taobao Tmall Pet Medicine and Health Service Trend Insights White Paper", the size of China's urban pet dog and cat consumption market in 2022 will be approximately 270.6 billion yuan. Among them, pet health care consumption accounted for 29%. Based on this data, it is estimated that the size of the pet healthcare consumer market in 2022 will be approximately 78.5 billion yuan.

According to data from Frost & Sullivan, China’s pet medical market has grown rapidly in recent years and has become the fastest growing segment in the pet market. It is expected to reach a growth rate of 20.6% from 2023 to 2028. By 2028, the scale of China's pet medical market is expected to increase to 197.4 billion yuan.

According to statistics from pet industry experts, there will be 33 financing rounds in the domestic pet industry in 2023, including 10 investments in the pet medical field, making it the hottest track in the pet industry in 2023. Data insights such as this may also reveal the core driving force for the future growth and development of the pet industry: "pet health."

In other words, whoever can quickly establish a position in the field of pet health and build users' mental barriers may be able to gain first-mover advantages in the increasingly involved future market competition. How to implement it specifically?

Recently, Pointe, a pharmaceutical and health care brand that is deeply involved in the field of pet health, has first handed in its own answer sheet through the implementation of a series of activities such as #petqinewyear#.

#01

Multi-dimensional landing #petqi new year series of activities

Play the role of "pet health consultant" in the emotional infiltration of human pets< /p>

It is said that the current consumption environment has entered the "era of buyers". The leftward shift in consumption has made users more mature and even ruthless in rational consumption, and they pursue the ultimate cost-effectiveness. However, this trend has shown a polarized situation in the pet industry: on the one hand, low-priced good products are indeed the focus of consumers; on the other hand, the younger generation of consumers who have become the main group of pet owners are also willing to pay attention to their emotions. Value “differentiation” and “high premium” buying orders.

This may be attributed to the fact that in the new consumption cycle after the epidemic, the market recovery did not meet expectations, and the pressure of economic downturn made consumers choose to reduce useless or unnecessary expenditures; at the same time, as the main consumer group Young users have formed a mutually exclusive paradox in their behavioral choices: "involution" and "lying flat". Although both of these are essentially derived from the anxious evaluation of current and future life, the "emotional value" that raising a pet itself can provide has become a pair of scissors to break through the anxiety dilemma.

Pet Industry Observation previously mentioned that pets can provide humans with unique, more direct and easier-to-perceive positive emotional feedback, and are an important source of "life extension" for contemporary pet users. Especially for groups who live alone or away from interpersonal relationships, this emotional value is much easier to obtain than from people.

In general According to Ant, the naivety, cuteness, and mischief of pets can relieve people's fatigue, soften their hearts, and gain motivation to restart their lives. The emotional support that pets provide to pet owners further contributes to users' awareness of pet-friendly concepts, such as advocating adoption instead of purchasing, believing that pets are family members, devoting oneself to stray cats, etc. In these emotional infiltrations, two-way healing of pets and pet owners is simultaneously achieved.

Of course, pet raising itself also has two characteristics. Pointe believes that because pets cannot express themselves, from the perspective of people's subjective feelings, the emotional value of pet ownership is more often affected by people. However, when enjoying the positive emotional feedback brought by pets, consumers will also develop psychological problems such as "pet-owning anxiety", and even small signals related to the health of pets can become major concerns for pet owners. . What Pointe has to do is to enter the pet-raising crowd as a "pet family doctor" and "pet health consultant" and contribute to a beautiful life where people and pets can coexist harmoniously and healthily.

Under the guidance of this mission and vision, Pointe has launched a series of activities called #爱开新年#, with the aim of serving everyone who embarks on the journey of life again in the new year. Spread beauty and healing with their pets, and while protecting the health of pets, give pet users the courage to start over in life.

Among them, in the implementation of online activities, Pointe has blossomed in many places, taking advantage of media activities on platforms such as Xiaohongshu, Douyin, Weibo, and WeChat to deeply spread the idea of ​​"pampering to start the new year" project concept. At the same time, through cooperation with KOL experts and the launch of special interactive pages, it reaches consumers in multiple dimensions, triggering emotional resonance among pet owners.

As for the implementation of offline activities, Pointe focused on the "pet-friendly" trend and created a series of activities such as City Walk and Pet-Friendly Line in Shanghai, one of the cities with the largest immigrant population. It conveys the brand image and brand warmth, and also completes the interaction with target groups in key regions, further assisting the expansion of brand channels.

At the same time, Pointe also continued to exert efforts from multiple dimensions to expand the influence and communication scope of the event. Taking the Xiaohongshu platform as an example, Pointe has linked up with Xiaohongshu's S+ project "Xiaomei Shuo" IP to jointly create the "Cute Pet Healing Camp" in Xiaomei Street. By setting up pet-friendly interactive experience spaces such as dog drinking points, cat climbing frames and fun check-in points, the audience was able to immerse themselves in experiencing how to coexist happily with pets.

In addition, Pointe also built a pet-themed tunnel corridor at the Xujiahui subway station, which has a huge flow of people. Through uninterrupted light and shadow display, it conveys the brand concept of pet-friendliness and pet health to users passing by. . Up to now, the #PetQiNewYear series of activities has received more than 120 million exposures across the entire network, reaching not only new and old pet owners, but also more potential consumers.

In this regard, Pointe said that the # Pet Start New Year series of activities is not only a public welfare advocacy on pet-friendliness and healthy and scientific pet raising, but also a vivid interpretation of the beautiful mutual companionship between humans and pets. The life picture of raising pets also allows Pointe to complete in-depth conversations and emotional links with users. In the future, Pointe will continue to uphold the warm and scientific brand concept and serve as a pet health consultant for pets and pet owners.

#02

Continue to capture consumer demand

Is the lifeblood of brand development

Talk about the original intention of entering the pet health field , Pointe said, whether it is the consumption shift to the left driven by rational consumption, or the consumption upgrade driven by the emotional value of pet ownership, they are essentially in compliance with the needs of consumers: how to make pets healthier and happier throughout their life cycle .

In multiple consumer surveys and industry big data insights conducted by Pointe and the industry, it was found that as the pet industry continues to mature, pet owners who have kept pets for a longer time have formed their own solutions to pet problems. Cognitive system of health issues. However, due to the impact of the epidemic in recent years and other issues, new pet owners are unable to go to pet medical institutions for timely treatment, so there is a need for home medication. For example, according to previous survey data from Pet Home, more than 85% of users have daily pet drug needs that need to be solved.

Consumer demand is the lifeblood of brand development. Therefore, Pointe decided to delve deeply into the field of pet health, benchmark the development path of Chinese human drug brands, conduct product development and upgrades with "pet home medicine" as the starting point, and further educate consumers on how to correctly purchase and use pet home medicine.

In recent years, as the status of pet families has improved and the relationship between humans and pets has become closer, consumers' demand for pet family medicines has continued to increase. Based on this, Pointe officially subdivided the concept of "pet home medicine" on the pet medicine track in 2018, and created a refined product development model based on the needs of consumers and pets for home medicine: First, meet the needs of We mainly focus on "prevention and mild disease" pet home treatment, and then develop according to the common health diseases of pets at different nodes and seasons of the whole life cycle of cats and dogs, and launch targeted products that meet the pain point needs, or provide a set of "from The whole life cycle solution for pets, from medicines to health supplements, meets the increasingly diversified needs of pet owners and pets.

In order to better In order to carry out product research and development, Pointe established its own factory in August 2023 and successfully passed the GMP audit. By controlling the entire production chain, we not only optimize costs based on scale and achieve a balance between price and quality, but also further improve the product quality control system and product R&D innovation efficiency.

In addition, Pointe has also independently established two research institutes - Pointe Pet Drug Innovation Research Center and Pointe Pet Health Research Institute, and has actively cooperated with major companies across the country. Key universities and scientific research institutions have launched broader cooperation. For example, the "Pointe Huanong Pet Drug Innovation R&D Center" was established in conjunction with universities including South China Agricultural University in order to continuously innovate, improve and enrich product types, and jointly promote the development of domestic pet medicines for home use.

Currently, Pointe's product lines have covered product matrices in categories such as deworming, respiratory tract, digestive system, urology, skin, eye, ear and mouth diseases, nervous system, bones and joints, including care and health care. In the future, Pointe will also cooperate with authoritative research and development institutions to develop traditional Chinese medicine and microbial pharmaceuticals suitable for pets.

This series of measures has also allowed Pointe to gain first-mover advantages in the market and differentiated core product capabilities in misaligned competition. According to Pointe officials, Pointe will achieve annual sales of over 600 million in 2023, nearly doubling the year-on-year growth in 2022.

#03

Pursue deep into the field of pet health

Plan to open distribution cooperation in the future

Although the current brand development is already "blooming" , but in fact, Pointe has also faced challenges in brand "visibility". In a series of consumer surveys conducted by Pointe at the end of 2022, it was found that nearly 70% of consumers have used or are even using Pointe products, but these consumers have low memory for the brand and have "high penetration" , low cognitive” recognition barrier.

To this end, Pointe decided to reach consumers from both online and offline dimensions, carry out theme communication for different scenarios, and use the brand image of a pet family doctor and pet health consultant to Seize users' minds and enhance brand power. For example, the series of activities launched this time to promote the new year is a very typical case of brand building. Through online and offline linkage, Pointe not only gets closer to consumers and expands brand influence, but also achieves visual effects in terms of refining user portraits and increasing brand awareness.

Based on the continuous upgrading of brand power and product power, Pointe will open distribution cooperation in a planned way in 2024. Pointe officially pointed out that it did not do distribution in the past, nor did it develop large-scale distribution channels, because it wanted to gather market sales share in its own online self-operated channels, so that it could better control costs and profits, and also More budget can be invested in the next round of product development and quality improvement. The establishment of its own factories can appropriately hedge against uncontrollable factors in distribution. Therefore, Pointe decided to open distribution channels in 2024 to create a more sustainable brand development path.

In addition, Pointe not only focuses on the business layout of the domestic pet medicine and health track, but also regards overseas markets as a key pillar of its development strategy. At present, Pointe's products and business have spread throughout Southeast Asia, Europe and the United States, and have achieved a very good reputation. In the future, Pointe will continue to explore overseas markets and gradually penetrate deeply into North America, Latin America, Europe and Southeast Asia, including establishing its own overseas factories in the United States. It will continue to develop innovations and brand upgrades to meet the market needs of different countries and comprehensively improve its products. Brand power and product power will create more safe, effective and high-quality products and services for pets and pet owners in a broader development pattern.

△Apet Products Exhibition in Bangkok, Thailand

When talking about the brand’s future long-term development plan, Pointe officials specifically pointed out that the pet industry is a sunrise industry that is continuing to develop rapidly. , as the number of pets and the penetration rate of pet ownership continue to increase, as well as the cognitive upgrade of the concept of pet ownership, the emotional bond between pets and pet owners will become deeper and deeper in the future, and their status in people's hearts and families will also increase. Will be getting higher and higher, and pet health issues are expected to become the focus of the entire industry in the future.

Therefore, Pointe will insist on deeply cultivating the pet health field, relying on the core track advantages of pet household medicines, reaching more refined categories in the pet health field, and doing a good job in the future of human pet families. Health advisor in life.

Taken together, pet industry observations believe that whether it is driven by emotional value or rational consumption decision-making, it actually means that the emotional bond between humans and pets is getting stronger, which in turn promotes the pet health trend to become a New proposition.

However, even under the guidance of the big health trend, if pet brands want to take the lead and win the future, they still need to build differentiated core competitiveness to win in the increasingly fierce market competition. right.

At present, Pointe, who "handed in the papers" in advance, is already ready.