The "myth of thousands of stores" in the coffee circle is accelerating, continuing to expand the market's imagination of the track.

Unconsciously, the way of selling coffee has changed. In the new consumption environment, the competition trend of brands has gradually shifted from product competition and style competition to brand power competition. Both new and old brands are selling coffee through innovative tricks and trying every means to seize the minds of consumers.

What creative ideas are coming to fruition on the coffee circuit recently? CEO Brand Observation series report "N Ways to Sell Coffee" will take you to take a look. In this article, we focus on the “cat-friendly” cafe recently opened by pidan’s coffee brand “sorry dog” in Suzhou.

For cats A more friendly coffee shop

pidan is a brand that focuses on creating products for cats. The first coffee shop of "sorry dog" is naturally "cat friendly", but it also thoughtfully opens up a dedicated space for dogs. .

How to be more friendly to cats? Pidan, which has always been adhering to the brand proposition of "cat first, public welfare plan", believes that the nature and habits of different pets will make their needs for "friendliness" inherently different.

In order for cats who are naturally sensitive and stay at home for a long time to have a sense of security, and at the same time to allow enthusiastic dogs to have a relaxed and self-contained environment, sorry dog ​​has clearly divided the space into an indoor "cat-friendly area" and an outdoor "dog-friendly area". "Dog-Friendly Zone" and present more pet-friendly possibilities in space design, infrastructure and comprehensive services.

Indoor "Cat-Friendly Zone"

Since most pet-friendly stores on the market are actually more dog-friendly, pidan hopes to create an area for cats as well. A coexisting space outside the home.

Based on this concept, sorry dog ​​tries to bring the cat’s perspective into every detail and understand their needs more sincerely.

In terms of space design, artificial wooden hillsides and seemingly thin seats are used to deliberately create "inconveniences". At the same time, a private cat box is also installed at the indoor seat to provide a temporary home for cats who are prone to stress and soothe their emotions. The light pole next to the seat is equipped with a cat bowl holder and a leash buckle; the store also provides "touchable" and "don't touch" signs to avoid passive social interaction and other details.

Pet-friendly plants

The new store is located by the Suzhou River. Sorry Dog teamed up with Qingse Plant Studio to use plant elements throughout the space, and specially selected some that are ornamental in any season. Sexy pet-friendly plants.

As for products, sorry dog ​​has brought three special blends called "Suzhou River, Plants and Wooden Hillsides", with unit prices ranging from 25 yuan to 68 yuan.

Even the visual design of the menu looks like repeated words accidentally typed by a kitten stepping on the keyboard, and expressing a sincere apology to the puppy.

Has received 6 rounds of financing and is deeply involved in cat products

The domestic pet track is in a period of rapid development, such as pidan, Petkit, Vetreska, Petwant, etc. The emergence of many brands has attracted the investment of many investment institutions.

pidan has completed six rounds of financing since its establishment in 2015. Major investors include Qingliu Capital, Tsingshan Capital, Jinding Capital, Discovery Ventures, etc. In 2021 alone, it will complete two rounds of financing totaling 100 million yuan. .

The latest round of financing occurred in December 2021. The brand received a 50 million B++ round of financing exclusively invested by Jinding Capital. It is reported that pidan’s revenue will reach 400 million yuan in 2021 and 500 million yuan in revenue in 2022.

It entered the pet supplies market with its "Igloo" cat litter box. This high-priced cat litter box, priced at 365 yuan, sold more than 6,000 units as soon as it was put on the shelves, becoming Pidan's first hit product. Single item.

In 2022, pidan decided to return from the full category of pets to a single category of cats, and delve into the full range of cat products. It’s not hard to understand why the brand would open a cafe that’s more cat-friendly.

It is understood that pidan has been actively developing overseas markets since 2016. As of 2023, pidan has established wholly-owned companies in three countries: China, the United States, and Japan. Today, pidan's products can be purchased in 21 countries (regions) around the world.

As for domestic offline channels, pidan opened a brand experience store called "Animal Backbone" in 1933 Laochangfang, Shanghai in 2018; in 2019, it opened Raffles City in Hangzhou and Jinying New Street in Nanjing. Kou and Chengdu Youfang opened brand offline stores pidan store. However, these stores have since been closed. It is reported that pidan’s current domestic offline channels include Hema, COSTCO, KKV, Metro, etc.

Conclusion:

The "pet economy" continues to heat up, and "exquisite pet keeping" has become a popular trend. It is expected that the industry scale will reach 445.6 billion yuan by 2023. In this context, "pet-friendly" serves as the "traffic password" for offline business, and players from all walks of life have entered the game.

A number of pet-friendly businesses have emerged, and pet service brands, coffee brands, etc. have appeared across the country... In terms of coffee shops, in addition to the sorry dog ​​introduced in this issue, there are also chain stores such as Starbucks, Manner, and Seesaw. Coffee brands, as well as PAW HUB in Shenzhen, PAWLAB in Xiamen, A CALLING in Shanghai, etc.

These pet-friendly theme stores bring new ideas to offline business scenarios, making the brand more warm and at the same time enhancing the emotional connection between the brand, customers and their pets, playing a great role in projects or communities. Good drainage effect. We look forward to more new potential players like pidan entering the game in the future.