Under the impact of the three-year epidemic, the closure of physical stores seems to have become a common thing. However, pet stores may be an exception. According to statistics, as of 2023, the total number of pets in China will reach 267 million, an increase of 7.2% from 2022. In the 2023 consumption list, pet consumption has become a special entity.

The data from this year’s 618 and last year’s Double 11 show that although the data of many consumer sectors are declining, the pet market has been rising against the trend, and its development prospects are very good.

2023 618 In the pet category on Tmall, 27 stores had a turnover of over 10 million, 161 stores had a turnover of over 1 million, and 660 stores had a turnover of over 100%. 30 brands have exceeded 10 million, 182 brands have exceeded 1 million, and 242 brands have exceeded 500% year-on-year. The performance of the pet track is outstanding. CCTV Finance recently conducted a "China Better Life Survey" and found that people's willingness to increase consumption on pets in 2023 is more than 7 percentage points higher than three years ago. Obviously, the pet economy has shown great vitality and has become a popular track. 1. A dark horse in the pet health industry. With the growth of the pet industry and the upgrading of consumer demand, the pet market has also put forward higher requirements for the specialization of domestic brands. As a cutting-edge brand in the pet health industry, Beizhenbao has become a microcosm of the rise of domestic pet brands. Founded in July 2019, Beizhenbao targets people in first- and second-tier cities who regard pets as family members. Since its establishment, Beizhenbao has been deeply tied to Huazhong Agricultural University, the highest institution of animal medicine in China, to conduct research and development cooperation together. In view of the vacancies in the pet industry in the field of scientific research, founder Wen Bowei decided to make medical research and development the core sector of the company, and develop functional health products that scientifically prevent pet diseases, hoping to solve pet health problems from the root cause. Beizhenbao's products are all developed with the participation of experts and professors from Huazhong Agricultural University, Qingdao Medical Prevention and Disinfection Technology Center and other pet fields. In order to ensure the effectiveness of the product and the safety of the formula, the core formulas of Bezhenbao are directly prepared by the company's laboratory, and then sent to the foundry for assembly. Each product will be tested for efficacy through control experiments, and then the factory will repeatedly Proofing, from the Centers for Disease Control and Prevention to multi-authoritative test reports, strict control at all levels to create the highest safety standards. In order to ensure that the products achieve satisfactory efficacy, Bezhenbo spends a lot of time in scientific research and production. This also leads to the fact that although Bezhenbo's products are very effective, they do not have an advantage in the speed of product category expansion. In 2020, the first generation of Beizhenbao products will be launched one after another, including 6 functional pet health care products, including Yanweile, Youchangqin, Youchongliang, Miaoningkang, Gastrointestinal Health, and Haisheng Pure Energy Water. Unexpectedly, these products were sold out when the epidemic was just lifted in 2020, causing a sensation in the industry. With this, Bei Zhenbo quickly became a dark horse in the pet health industry. 2. Start a business and enter the pet health track. The original idea of ​​entering the pet health track originated from Wen Bowei's personal experience in raising pets. "I also raise cats myself and love small pets, so I hope to make corresponding health products to solve the health problems of pets." Wen Bowei said. Once, Wen Bowei's cat contracted feline plague and almost experienced a near-death experience. Later, with the help of an authoritative domestic veterinarian professor, the cat miraculously recovered to health. This made him extremely grateful and deeply aware of the importance of pet health care products, and he came up with the idea of ​​creating a pet health care product brand. At the same time, Wen Bowei, a former investor, keenly discovered the huge opportunities in the pet health care products market during the process of making venture capital investments in the primary market. "I think this is the field with the greatest opportunities, but not many people in China are doing it, and no one is doing it very well, so I decided to quit and enter this track." When he started his business in 2019, Wen Bowei felt confident. hundred times. But as a native of Wuhan, Wen Bowei was destined to experience some ups and downs when he first started his business. Since the beginning of 2020, Wuhan has experienced several waves of relatively serious epidemics. Fortunately, with the help of its core competitive advantages in products, Bezhenbao finally got through that difficulty. When it comes to the beginning of starting a business, Wen Bowei's mood is quite complicated. He still clearly remembers that during the epidemic, pets trapped at home were controversial, and some people even made the decision to abandon them in desperation. We immediately developed the Sealife Pure Energy Water Sterilizing Spray that can be used by both humans and pets, which has provided substantial help to many pet-raising families. "Wen Bowei said that Beizhenbao's philosophy is to make products with great care through in-depth research and development to truly solve the health problems of pets, and regard this as a very caring cause. Whether it is products or services, we have always implemented Their love for pets. After using Bezhenbao's health products, pets can usually see obvious results within an average of three weeks, which is fundamentally different from other brands of nutritional products that are the same whether they are eaten or not. . This is also the deep impression that Beizhenbao has left on users. 3. The huge business opportunities in the pet health care industry. Currently, the size of each brand in the pet health care market is not large. Between 500 million and 1 billion. In fact, such a volume does not account for a large proportion in the large consumer field. The pet health care market is still in the rapid development stage, and the user mentality is also in the early stages of establishment. There are no absolute leading brands. Not yet. “There are many opportunities for new products to gain a foothold, and many users’ needs have not yet been met. New brands can definitely have time to polish their products better and solve user problems better. "Wen Bowei believes that the market prospects are undoubtedly very good. Of course, many peers have seen the huge business opportunities contained in it. When people compete for this piece of cake, the competition is also fierce. Pet health is a rigidly needed service. Many chronic diseases of pets, such as tear stains, bad breath and other problems, cannot be solved once and for all through surgery or medicine, nor can they be cured by being sent to the hospital for surgery. They must be treated by taking daily health care products. Moreover, once the pet is infected, it cannot be cured by surgery. It is often difficult for pet owners to detect minor illnesses in time. When pets are sent to the hospital with obvious symptoms, they often miss the best opportunity for diagnosis and treatment. Therefore, for pet health, prevention is far more important than treatment in Europe and the United States. In developed countries, preventive nutrition has become very popular. For chronic diseases in pets, veterinarians generally recommend the use of functional nutritional products for daily health care and disease prevention. Although some chemical drugs can quickly solve the treatment problems, they cannot improve them for a long time. Wen Bowei believes that there will definitely be more and more demand from the pet health market, and as users’ concepts of pet ownership and health awareness increase, their acceptance of health care products will also increase and market education will also increase. The penetration rate of such products is getting higher and higher, and the demand will naturally become stronger. 4. Trust makes brand upgrades a matter of course. User trust is often the most difficult to establish in the market, and for high-end pet health brands, user trust is even more important. It’s so precious. “A very special feature of the pet market is that product users and purchase decision-makers are of different species, which creates a huge fragmentation of product experience. "Wen Bowei said, "For this reason, if a pet brand wants to establish strong enough user trust and brand effect, it needs to adhere to product quality for a long time and consistently provide users with considerate services. "We will tell users in the live broadcast room and e-commerce platform that if the pet takes our products and it is ineffective, they can get a refund. We have always made this commitment to users." Even with this commitment, the proportion of users who return products is still less than 1%, which shows that users have great trust in the quality of Beizhenbao's products. "Wen Bowei said, "We are willing to spend time to think of various ways to build user trust. In fact, the core foundation of user trust is the product, so we must first make the product good. This is the most important thing. matter. In addition, we have also established a one-on-one pet doctor consultation service to provide every Bezhenbao customer with answers to daily pet raising questions. This service is free of charge and can be enjoyed for life. "This year, Wen Bowei has devoted a lot of effort to brand upgrade. In the first half of the year, he spent most of his time busy with these things, from research and development to design, production, and then to the determination of the product's slogan. A hands-on approach to personal involvement. “I think these efforts are worth it, because the product will be tested by the market, and users rely on the product to establish a long-term relationship with you. We hope that this brand upgrade will allow more users to feel the advantages of our products and realize our good intentions in solving pet health problems. "Wen Bowei said. After more than two years of accumulation, Bezhenbao completed an overall brand upgrade this year, expanding its products to more than 20 SKUs, and subdivided them into three major brands under the main brand of "Bezhenbao" Product series - Vitalizing series, Principle anti-healing series, Innovative butterfly series. Among them, the Huanran series focuses on making it easier for young people to raise pets healthily. The unit price of this type of products is slightly lower than the other two series, and more. It uses snack carriers and functional raw materials to make daily health care for pets simple. As the core series of Bezhenbao, it focuses on solving pet chronic diseases and various pain points of pet-raising families with strong effects. , it can immediately solve some of the obvious symptoms of pets (such as diarrhea, vomiting, sparse hair, tear stains, bad breath and other chronic diseases). Butterfly Series, this series of products uses cutting-edge technology and high-end raw materials in the research and development process, supplemented by The ultimate ratio of careful grinding and high content of functional raw materials is to provide cute pets with high-quality health care products that are richer in active substances, higher in concentration, and easier to absorb. The medical auxiliary effect on pets is also more effective. , Beizhenbao plans to debut at the Asia Pet Exhibition on August 16, and launch a series of official promotion activities for brand upgrades and new product launches. 5. Test the waters of Douyin, and use various operating strategies to simultaneously combine R&D advantages and user trust. In addition, Bezhenbao’s gratifying results are also due to its advanced and effective operating strategies. “We never engage in price wars, and we will not reduce prices to increase sales during major sales, because this is of no use to us. significance. "Wen Bowei said that Bei Zhenbao has a stable price system and outputs stable and consistent brand value, rather than relying on low prices to obtain users. "We have a very important sector in the private domain, which is also our back-end service team. Something that I have been working hard on. "In the second half of 2021, Bei Zhenbao began to test Douyin, becoming the first team in the pet industry to try Douyin. In 2022, Bei Zhenbao successfully introduced front-end users into its own private domain through Douyin, 40% of the users attracted through e-commerce can add private domain customer service to provide one-on-one services. The maximum number of private domain users is 80,000. In terms of private domain services, Beizhenbao is very considerate once users purchase products. After that, Beizhenbao promised to provide lifelong pet consultation services. All kinds of pet raising questions raised by users can be answered promptly by customer service. These private service personnel are also responsible for sales work and fully understand the users. After demand, the products recommended to users are more accurate. In the field of pet health products, Beizhenbao positions itself as a high-end brand, and its pricing is currently the highest among domestic similar products. The per customer unit price is about 200 yuan, which is the highest among similar products. 2-3 times. Taking advantage of the high customer unit price, Beizhenbao’s sales have also rapidly increased, becoming a tens of millions-level brand. In 2022, Beizhenbao will reach the top of the industry in its data on Douyin. Ceiling level. The outstanding performance won the favor of Baojiehui Innovation Consumer Fund and listed company Ruo Yuchen. As a result, Beizhenbao received two rounds of Pre-A and Pre-A+ rounds within six months, with a total amount of several billion. Ten million yuan. As old shareholders, Qingsong Fund and Shangcheng Investment have also continued to invest. In the past three years since the first batch of products were launched, Beizhenbao has developed its own strategy in various channels. Because there are not enough SKUs, the current needs of users cannot be fully covered. “Many users will ask us whether we have this product or that product. Our users trust us, but we don’t have many SKUs, so we don’t do it. Meet all user needs. "Wen Bowei said, "This is also a core reason why Beizhenbao decided to upgrade its brand in 2023.

With the increasingly rich product lines and the deepening of user trust, brand upgrade has become a natural thing.

Talk about the brand Wen Bowei believes that the fundamental reasons for the upgrade mainly come from three aspects. One is user needs. Bezhenbao needs to consider how to serve C-end users in an all-round way and meet more of their needs. The logic of doing business is that there must be demand. If there is no demand and pain points, it cannot become a business. Therefore, Bezhenbao prioritizes meeting the needs of C-end users. The second is the demand for channels (B-side). Bezhenbao's B-end channels are mainly divided into pet stores and pet hospitals. Third, we need to think from an operational perspective on how to better adapt to the rules of the platform and make corresponding adjustments. For example, what kind of products are more suitable for Douyin live broadcast and Taobao channels. 6. The algorithm mechanism of the platform brings new business opportunities. Wen Bowei believes that there are three main reasons for the rapid development of the pet industry. First, brands across the market are promoting market education. Second, the platform’s algorithm mechanism can “add fuel to the flames.” Third, the short life cycle of pets is also educating pet owners. Market education requires the efforts of the entire industry, and it is difficult to educate the market with just one brand. Nowadays, KOL experts, doctors and graduates of animal medicine, animal science and other majors are also promoting advanced pet care concepts to provide continuous market education to consumers. Wen Bowei believes that the algorithm mechanisms of Douyin, Xiaohongshu, etc. will bring a new market opportunity. Traditional e-commerce is mainly based on search, and APP will not actively recommend. With the rise of new recommendation algorithm mechanisms, the system will determine what users are interested in and then push corresponding information to users. Therefore, the evolution of platform algorithms has also accelerated market education, allowing people to passively accept more market information. This is also an important reason for the rapid development of the pet industry in recent years. "Wen Bowei made an analogy for this, "For example, when we first started using Douyin, we may not have known that dogs need daily brushing and gastrointestinal conditioning to prevent bad breath, but we are deeply troubled by dog ​​breath every day. Suddenly, Douyin pushed me a video telling us why dogs have bad breath, and I became a target of education. "The life cycle of pets is generally not long. The average life span is about 13 years old, and those with longer life spans can live to more than 15 years old. Like people, pets often have some chronic diseases after they enter old age, including the aging of their organs. In case of exhaustion, pet owners will be educated to give their pets health products to maintain their lives, so that people can quickly understand and come into contact with the corresponding products, and improve the Chinese people’s concept of raising pets. “At this time, once a pet has experienced the cycle of birth, old age, illness and death, choose. Users who get another pet tend to pay more attention to their pet's health. "Wen Bowei said. 7. Offline: the perfect combination of people and goods. Starting from this year, Beizhenbao has made every effort to expand its offline channel business. Wen Bowei found that there are also many users who like to buy their products offline. Relatively speaking, The entry threshold for pet snacks and cat litter is low, while the entry threshold for health care product merchants is higher and there are more opportunities. Therefore, this year, Beizhenbao will regard offline channels as one of its key development targets for offline pet stores and pets. There are many types of hospitals. Among them, the main ways of attracting traffic to pet stores include two categories - selling live animals and doing cleaning and care. There are also some more special types that are not easy to copy, such as swimming, parent-child categories, hotels, etc. Recently, there are also Some newer business formats have been introduced. If pet stores and pet hospitals want to develop better, selling products is almost essential, and the best category that can significantly increase store sales is health care products. The scenes of pet stores and pet hospitals are combined. When their beauticians discover that the pet has tear stains, bad breath and other problems while cleaning and caring for the pet, they can recommend corresponding products by the way, thereby achieving a perfect combination of people and goods. Live sales and the breeding process are also good recommended scenarios. For example, when a new cat arrives at home, it needs corresponding products to ensure its health. 8. Both headwind and tailwind situations must be dealt with well. “In the first few years of starting the business, we were severely beaten in various ways, but Not only have we not been beaten to death, we have also achieved some good results in the market. The epidemic has seriously affected the entire capital market and industrial environment, which has brought many difficulties to our entrepreneurial team, but I will not complain." In Wen Bowei's view, when times are good, do incremental things; when times are difficult, be defensive and guard your own territory, so that you can ensure a better future. The three sub-series of the Bezhenbao brand upgrade this time also reflect the core of the brand transformation to a certain extent. Take on a new life, break out of the cocoon and become a butterfly, and the original intention remains unchanged. The advertising slogan of each series not only demonstrates the ambition of Bezhenbao as a high-end health brand for pets in the industry, but also reflects the brand team’s continuous efforts in the wave of the times. Revolution, courageous entrepreneurial spirit. "No matter in any era, entrepreneurs have to go through peaks and troughs. No one can always have smooth sailing. If an entrepreneur can only deal with tailwinds and not headwinds, the company will definitely encounter twists and turns in the future. Even companies like Alibaba and Tencent have experienced unprecedented difficulties and challenges. If a boss cannot survive the headwind situation, he cannot become a true helmsman.”