The pet medical research and anti-healing brand "Beizhenbao" has completed two rounds of Pre-A and Pre-A+ rounds of financing within half a year. The investors are Baojiehui Innovation Consumer Fund and the listed company Ruo Yuchen, and the old shareholder Qingsong The fund and Shangcheng Investment have continued to raise capital, with the total amount reaching tens of millions of yuan. The funds raised in the two rounds will mainly be used for new product research and development and channel expansion. Yuanqi Capital serves as the exclusive financial advisor.

"Beizhenbao" was founded in July 2019, targeting people in first- and second-tier cities who regard pets as family members. In October 2020 At the end of the month, 6 functional pet health care products including Yanweile, Youchongqin, Youchongliang, Meowningkang, Gastrointestinal Health, and Haisheng Pure Energy Water will be officially launched. In the second half of this year, 4 to 5 new products are expected to be launched. There is no doubt that the pet track has huge growth potential, so why consider entering the pet health market? In this regard, founder Bryan Wenbowei gave the following reasons: From the data, the size of China's pet industry is around 200 billion yuan, maintaining a stable growth of 20% to 30% every year. Specifically speaking, staple food accounts for about 30%, pet medical care (including medical services and medical products) accounts for 30%, and others (mainly supplies) account for 30%. In the United States, where the pet market is more mature, the pet medical sector accounts for as much as 50%. From the perspective of pet-raising concepts, the new generation of pet-raising people regard pets as family members, and they are willing to spend more to solve various problems caused by illnesses of cats and dogs. The lifespan of cats and dogs is 12 to 15 years old, and they usually start to enter old age at the age of 6-7 years. The domestic pet industry has experienced rapid development in the past five years. Many people have only started to keep pets in these five years, which means that the first wave of aging pets is coming. The domestic market is growing, and the share of the pet health field is also expanding. Wen Bowei believes that "Beizhenbao" has stepped on the market opportunity of compound growth, and concentrating on polishing its products will have the opportunity to bring new value to the industry. Starting from the positioning of "Pet Medical Research Prevention and Healing Brand", in order to build trust with C-end consumers through excellent product experience and thereby increase user repurchase rate, "Beizhenbao" is based on a complete R&D innovation process. Focusing on products with powerful visual effects. Take tear stain removal as an example. The main cause of tear stains in cats and dogs is eye inflammation. "Bezhenbao" removes harmful free radicals through marine bioactive substances and astaxanthin (antioxidant capacity is 5000x that of VC), thereby relieving inflammation. Another example is antibacterial and sterilizing products. "Beizhenbao" uses marine bioactive substances to kill bacteria and fungi, making it non-toxic, harmless and non-irritating to pets and pet owners, and can help pet families resist pet skin diseases. According to 36Kr, the brand’s products are all developed with the participation of Huazhong Agricultural University, Qingdao Medical Prevention and Disinfection Professional Technology Center and other experts and professors in the pet field. It is worth mentioning that Huanong’s small animal medical laboratory is the only one in China that has Pet drug GCP qualified laboratory. Wen Bowei specifically mentioned that the team has frequent and smooth communication with university professors, and has signed technology development contracts for multiple cooperation projects. The in-depth binding model ensures the solid research and development foundation of "Beizhenbao". In order to ensure the effectiveness of the product and the safety of the formula, its core formulas are directly prepared by the company's laboratory, and are then assembled by the foundry. Each product of "Beizhenbao" will be tested for efficacy through controlled experiments and promotes traceable pet health solutions. Since all products are independently developed and innovative, the experimental development cycle of each product of "Beizhenbao" is relatively long. "We have several products that have been developed for nearly 2 years and have not yet been launched, just to ensure that every experimental link is in place." At present, "Beizhenbao" has established R&D experimental bases in Wuhan and Qingdao, and the Qingdao experimental base is even more The "Qingdao Zoonotic Disease Prevention Research and Development Center" was simultaneously listed, focusing on the prevention of zoonotic diseases and antibacterial products.

In addition to focusing on product research and development, "Beizhenbao" has also put a lot of effort into service. Wen Bowei introduced that the professionally trained Pet Doctor customer service team will not only track and guide users’ product usage, but also provide consulting services in disease consultation, maintenance and prevention, health science popularization, and post-diagnosis care. For example, although "Bezhenbao" has not launched products related to pet growth and development, if users consult on this issue, the team will still give corresponding suggestions and teach them to judge what indicators require going to the hospital for treatment. "Most pet owners are raising pets for one generation, and few people can provide help anytime and anywhere, so I hope we can play the role of 'health consultants around users.'" Wen Bowei said, "Beizhenbao" medical service system is undertaken The conversion rate reaches 50%, which is higher than the industry average.

On the channel side, "Beizhenbao" adheres to the operation strategy of low-cost new acquisition and high private domain conversion online, and simultaneously deepens distribution and offline direct sales. business channels. Specifically, Tmall channels account for a low proportion; Douyin accounts for more than 70%, making it the most important channel for attracting new customers. Nowadays, a complete set of high-ROI methodologies for attracting new customers have been explored. According to reports, its ROI is 2% of the industry average. times. For salespeople in the channel, "Beizhenbao" requires them to achieve three things: first, master the knowledge of pet medical care, second, have the ability to maintain customer relationships, and third, have the wolf spirit of "must achieve the mission". As for the team, founder Wen Bowei has worked for a number of listed companies, has a combined background in investment banks and venture capital companies, and has a deep understanding of the consumer industry, company strategy and operational management; Professor Qi Desheng, director of the Department of Animal Nutrition at Huazhong Agricultural University He is the company’s chief nutrition consultant; the company’s chief medical research antibacterial consultant is also a national-level senior expert. From the perspective of investors, Baojiehui Innovation Consumption Fund said: "The pet industry is not only large in scale and fast in growth, but also highly resilient and has counter-economic cycle attributes. Therefore, the pet industry has always been sought after by investors. Compared with pet food, pet medical research and health care Brand companies have more technical and brand barriers, so they have more long-term value. The main reason why the fund invests in Bezhenbao is that Bezhenbao is one of the few companies in the industry that is willing to persist in long-term and serious investment in R&D, and has already done so. The development of a strong product pipeline portfolio will lay an important foundation for the company to become a leading pet medical research and health brand," said Luo Yu, general manager of Ruoyuchen's strategic investment department: "Ruoyuchen relies on its strong online operation experience accumulated over many years. , closely focusing on meeting the core needs of consumers, through investment and layout of consumer goods brands with strong R&D barriers and ultimate product strength; as an emerging pet health brand, Beizhenbao, regardless of its team's rare R&D strength in the industry, different The refined operation capabilities of the channel and the concept of focusing on consumer demand are highly consistent with our strategic layout. I believe that both parties will cooperate in depth and develop together in the future. ”