More and more pet owners regard their pets as family members. This is followed by an upgrading of consumption in the pet industry. Pet snacks are experiencing explosive growth. According to statistics, 82% of consumers actively choose to buy pet snacks. Only Second to staple food and pet supplies.

Create a differentiated positioning? Overtaking in corners

In China’s pet food market, whether it is foreign giants Mars, Nestlé, Purina, etc., or domestic leading pet brands Zhongpet and Petty, they all follow the path involving Full category routes such as pet snacks, wet food, dry food, etc., and even multi-brand and multi-line, in order to cover more market segments and generate scale effects in R&D and channels. However, in recent years, the pain of multiple brands has gradually emerged, and the giants have moved towards the parallel stage of addition and subtraction. For example, Purina sold the SPILLER brand and discontinued Chef Michael’s to better concentrate resources on covering core brands. Through drastic reforms, Purina’s global stock keeping units (SKUs) dropped from 12,000 in 2002 to 5,500 in 2015. Mars also discontinued its Innova (Delva series), EVO, California Natural, and Imus prescription food products in 2016, 17, and 18 respectively.

To break through the siege from giant brands, differentiated positioning and continuous product upgrading are indispensable. Penny 6+1, a cutting-edge domestic pet brand, relies on its differentiation to overtake the competition. The pet food series it has created focus on pet snacks such as cat and dog wet food cans, canned meals, freeze-dried snacks, and ham sausages. With more refined design and development, as well as a marketing model that directly addresses the pain points of the industry, it has opened a new era of "pet meal preparation" and has become a popular star in the pet food industry in the new retail field. In Luo Yonghao's live broadcast earlier this year, Penny 6+1 created a sales miracle of 100,000 copies in 7 minutes, and maintained a repurchase rate of over 40% on Xiaomi Youpin's online platform.

Focus on one category and use sharp knife products to penetrate and penetrate.

The domestic pet market is still in the emerging stage, and the influence of brands is relatively weak. The leading brands in the pet industry, such as Mars and Nestlé, etc. The category coverage is very large, and there are too many categories to take care of. It is impossible to invest all its costs in one category, and the advantages of big brands in this category are weakened. On the contrary, if a brand is even small in scale, as long as it focuses on one category and penetrates it thoroughly, it can become the trump card in this single category, and this is Penny's 6+1 way to break the game.

Pet owners are already interested in staple food. A deep-rooted understanding has been formed, and the big foreign brands are all in the mind. Domestic brands want to change the minds of users, and the cost of education is very high. Therefore, Penny 6+1 started from meal snacks. In the product list of Penny 6+1, there are only a few peripheral categories such as hair removal cream and teething sticks. The rest of the products are completely focused on canned cats and dogs, creating a "strongly professional" image of the brand.

How to provide pets with sufficient and balanced nutritional supplements to enhance their own immunity has become a hot topic of concern to many pet owners. Penny 6+1 The current mainstream pet rations on the market still show the characteristics of "fast food", and there are great deficiencies in fineness and nutritional matching. Moreover, many international brands of canned food are pureed meat, and some even have meat in it. A lot of flavoring agents are added, and the cans of Penny 6+1 are large pieces of meat, which is more in line with the consumption outlook of Chinese people. International brand canned food is a competitor of Penny 6+1. It competes with mainstream companies including Nestlé’s Zhenzhi cans, McFoody, and Snowy. Penny 6+1 will make more choices in the selection of ingredients and raw materials. efforts to ensure food safety and health.

The pet market has problems such as complicated products, no unified standards and low consumer recognition. Unlike traditional fast-moving consumer goods, the industry is in a period of rapid development and has the opportunity to become a leading brand. Penny The future of 6+1 is promising.