The first to establish overseas branches, the first to propose full-chain quality control, the first national high-tech enterprise in the industry... Thirteen years after its founding, Yichong Technology has set many "firsts" in the industry ".

Now Yichong Technology has taken the lead in laying out online content + shopping guide, offline empowerment + distribution, and building a big data and intelligent global supply chain ecosystem in the middle, once again realizing the transformation from pet e-commerce to pet e-commerce. Transformation of omni-channel brand service platform.

Every transformation has experienced a breakthrough in the level of the ceiling.

The first layer: single product category, not many user choices

Solution: Global search for goods, broaden pet brand horizons

Compared with European and American countries, my country’s pet industry started late, and there are great differences in pet-raising concepts, feeding methods, and consumption levels. difference. With the liberalization of pet-raising policies at the beginning of the 21st century, the number of pets in my country has gradually increased. People's attitude towards pets has shifted from "housekeeping" to "family companionship", and the consumer demand for pets has gradually become refined and diversified. change.

However, the pet food industry at that time was filled with a large number of inferior products and lacked formal pet food production and sales channels and sound management regulations.

“When Yichong was first founded, it was just a pet exchange forum. A large number of users gathered on the forum, sharing and exchanging pet-raising experiences every day. Later, more and more users reported that they could not buy good quality pets. Pet supplies and fake food are often purchased.”

Purchasing food safely has become a common concern among pet owners, and buying imported food has become everyone’s hope.

“In order to let everyone buy high-quality food and genuine food, we decided to start a pet supplies business and purchase from regular agent channels, so that the pet food and pet supplies in the hands of consumers are of high quality. ”

Xiao Yu, founder and CEO of Yichong Technology, once said in an interview that this was the initial motivation for the company’s transformation.

But it is not easy to realize this wish.

At that time, there were very few domestic imported pet food brands, and the few regular agents looked down on small-volume buyers. Therefore, Yichong Technology decided to go abroad and look for sources of goods overseas.

In 2014, Xiao Yu flew overseas alone, participated in various pet industry exhibitions, searched and shortlisted the list, and spoke broken English to communicate with brand owners around the world.

At that time, overseas brands could not understand China’s e-commerce model and basically never considered developing the Chinese market. Xiao Yu thought about it every day, compared carefully, screened repeatedly, communicated constantly, and tried his best to convince those brands that had accumulated good reputation overseas to understand the Chinese model and the Chinese market.

In the end, we successfully persuaded Bailey, Ikena, and Summit, which were little-known brands at the beginning and are now dazzling stars.

Today, the brands sold in Epet Mall under Yichong Technology have grown from a few scattered ones at the beginning to more than 1,300 cooperative brands, and the number of SKUs has exceeded 60,000.

This ceiling breakthrough has resolved the “no choice” among domestic pet owners regarding quality pet care.

Second level: Imported pet food has a long cycle and many links, and it is difficult to guarantee the quality of the purchase.

Solution: Adhere to quality control and lay a solid foundation for the development of the entire chain

In the context of consumption upgrading, the “other economy” has emerged strongly. Research from the Qianzhan Industry Research Institute shows that by 2021, China’s pet economy is expected to reach 472.3 billion yuan. The pet industry has become a new trend, the cake is getting bigger and bigger, the market competition is becoming more and more fierce, and imported goods and domestically produced grains are exciting.

Diversified market demands have also given rise to a mixed bag of good and bad in this crowded track. In the face of chaos, Yichong Technology is just like serving the first batch of seed users. While increasing the "quantity" of pet products to choose from, it also pays attention to the "quality" and experience of the products.

In the initial stage of entrepreneurship, from the entry of goods to the consumer's signature, from the factory to the home, Yichong Technology has established a multi-level, all-round quality defense line, strictly adheres to quality control, and creates safer food selection for users. , a more assured consumption environment.

Every time Yichong Technology introduces a brand overseas, it will cooperate with the customs to strictly classify the incoming goods, conduct all epidemic prevention inspections, and remove damaged and defective goods.

After entering the warehouse, the humidity and temperature of the warehouse are monitored and controlled in real time, the goods in the warehouse are inspected regularly, and goods that have deteriorated or are about to expire are processed in a timely manner.

When leaving the warehouse, they are carefully inspected and carefully packaged again to ensure that the products delivered to consumers are intact.

This year, Yichong Technology has once again upgraded its quality control methods, and cooperated with China Testing and SGS, the two most authoritative testing institutions in the country, to carry out random inspections of products on the shelves regularly and in batches.

Not only check the outer packaging, but also open the bag to check the contents. Since the launch of random inspections in March, Yichong Technology has responded to consumer demand and upgraded its random inspection indicators from the original 9 indicators to 24. Once it is found to be unqualified, it will immediately notify the products to be removed from the shelves.

This level of breakthrough allows consumers to buy not only genuine and genuine products when purchasing pet products, but also good and high-quality products.

Third level: love but not understanding, pet-raising accidents occur frequently

Solution: Provide excellent user service, keep pets with you throughout the life cycle

Easy The founders of Pet Technology are people who love and raise pets. More than 70% of the company’s employees have experience in raising pets. Paying attention to pet health and creating a better life for pets is not only the original intention of Yichong's founding, but also the driving force for Yichong's development.

So, every E-Pet user will enjoy the full life cycle of pet-raising and companionship services from the moment they register on the website.

Pet growth data records, pet-raising gadgets, vaccination reminders, popularization of pet-raising knowledge, pet-raising confusion, online consultations, pet medical insurance...these are all aspects that E-Pet users use in the process of raising pets. Natural caring services.

Yi Chong’s sales and customer service staff all have a special skill: playing the role of pet companion. As long as users have confusion related to raising pets, whether it is as small as a cat spitting up milk or as big as a pet getting sick and passing away, they will receive timely guidance and help.

Maintain long-term tracking services with users and customize the most suitable growth plan for pets.

With this breakthrough, Yichong Technology’s care for users is reflected in every detail, lengthening the user service chain and gaining millions of word-of-mouth praise.

Level 4: Fierce market competition, quick money and long-term decisions Test

Solution: Adhere to long-termism and break the shackles of development

New competitors enter the market every day, and competitors exit every day.

Yichong has achieved a GMV breakthrough of over 1 billion for three consecutive years. Facing the increasingly fierce competition on the track, we also know that no matter how fast a runner is, he must always be in the best condition to meet the challenge. challenge.

“We are a strategy-driven enterprise, with ten years as a unit.” This is how Xiao Yu defines Yichong Technology.

Strategy means selective giving up and selective persistence.

In 2017, Yichong Technology began to transform from an online e-commerce platform to a professional solution platform, and based on the industrial chain and industry development trends, it built an omni-channel brand service platform focusing on the pet industry.

When e-commerce giants are switching from the "people" track to the just-started "pet" track with great fanfare, and are preparing to use their large platform advantages to show their strength in this field, Yichong Technology has already taken the foresight With a unique strategic vision, we have taken the step of transformation and upgrading and realized the transformation into an omni-channel brand service platform.

Today, Yichong Technology has completed the layout of brand collection, independent malls, pet stores, high-end memberships, private domain traffic, and decentralized outlets, and has grown into an industry unicorn with "everything" beast.

Pet-raising is a kind of life, and pet consumption is a business. However, focusing on the pet industry and adhering to long-termism, this breakthrough is the healthy pet-raising ecosystem that Yichong Technology ultimately wants to create.

Looking back on the road to entrepreneurship, Xiao Yu is full of emotions: "From a pet e-commerce company that only focuses on selling goods to an omni-channel brand service platform, we have achieved breakthroughs again and again. There is no ceiling for the development of the industry itself, as long as you are willing By paying attention to users and insisting on "creating infinite happiness for pets", we can break the development bottleneck and create more value. ”