“I’ve been thinking about milk tea for more than ten yuan a cup for a long time, and I’ve bought cat food for tens of yuan a pound just now.” The consumption concept of this generation of young pet owners is perfectly condensed into this sentence. Young people who regard their pets as family members not only ensure that their furry children are well fed, but also select pet food according to their growth stage and physical condition, and are familiar with the effects of nutrients such as fish oil and lactoferrin.

The changes in consumption generations have created new consumer demands. Young pet owners, represented by the post-95s generation and Generation Z, have more detailed demands for pet food types and higher requirements for nutrition and health. Like all consumer industries, China's pet food market is also facing unprecedented development opportunities.

According to data from Bain , in 2015, China's pet food market size was only about 16 billion. After five years of rapid development, in 2020, the market size reached 54 billion. Bain predicts that in 2025, China's pet food market will triple from 2020, or reach 150 billion yuan, becoming the world's second largest market after the United States. Facing the new business opportunities presented by the times, how should brands win? In an exclusive interview last November, Fat Whale once asked Ms. Huang Li, deputy general manager of Shanghai Fubei Pet Food Co., Ltd., a question: How will Bile achieve a breakthrough in the mid-to-high-end pet food market? At that time, Ms. Huang Li’s answer was, “70% of the pet food sector is occupied by “other” brands. The pet food market has not yet entered the stage of brand competition, which means that every brand has an opportunity. But in the face of For a market that is becoming more and more mature, if Bile wants to do well, especially if it hopes to make a breakthrough in the mid-to-high-end market, it must first ensure a high degree of professionalism and show it to consumers, so as to win them over. Recognition. "On March 15, 2022, at the Bile brand upgrade conference with the theme of "New life, born for professional intelligent manufacturing", Mr. Wang Yingchun, Chairman of Bile, launched the brand upgrade ceremony and released the new Bile Brand strategic positioning and new Bile logo image. Bile 4.0 smart factory has also been able to meet the public in an all-round way. This is also the first pet food 4.0 smart factory in China, marking the official beginning of the smart era of domestic pet food manufacturing. Bile, which has been rooted in the pet food industry for 16 years, has witnessed the changes in the industry and always insists on looking at the opportunities and challenges presented by the market from a long-term development perspective. Facing a pet food market worth hundreds of billions, how will the rapidly growing Bile tell the Chinese brand story well? Fat Whale once again started a dialogue with Ms. Huang Li to talk about Bile’s thoughts on the market, brand and consumer groups behind this brand upgrade. Dig deep into the core of the brand, upgrade the brand image, and aspire to become the first choice brand for pet food. As a product that is in demand throughout the entire life cycle of pets, the pet food market has broad prospects for development. Compared with developed countries where leading brands divide the market, China's pet owners show a "multi-brand preference" characteristic. According to the report "New Business Opportunities for Brands in the Rise of China's Cute Pet Economy" released by Bain, most consumers in China are novice pet owners and are willing to try and explore different brands. 64% of consumers have changed their preferred brand of pet food. For high-end pets, The average food consumer group purchases 5-6 brands a year. In mature markets such as the United States, this number is 2 to 3. Search cat food or dog food on Xiaohongshu, and the top ten contents are all product reviews, with tens of thousands of interactions accounting for the majority. Product evaluation usually evaluates pet food from multiple dimensions such as ingredients, palatability, nutritional value, cost performance, origin, etc., to help pet owners make consumption choices. For brands, such consumption habits are both a challenge and an opportunity. From its establishment in 2006 to the independent operation of the brand in 2015, after years of development, Bile has won recognition and praise from consumers. In the mid-to-high-end market where overseas brands have an advantage, Bile is known as the "Light of Domestic Products" for its excellent product strength. In the 16th year since its establishment, in order to meet the diverse needs of consumers and combine the advantages and genes of its own brand, Bile has formulated the strategic positioning of being an expert in the intelligent manufacturing of high-end pet food, and has taken this as its development goal to carry out all-round development. The brand has been upgraded, and the brand super symbol % has been released as well as a new brand slogan - "Compared with each other, it is still better than pleasure", hoping to become consumers' first choice brand in the pet food sector. To achieve a breakthrough, the first problem Bile needs to solve is how to stand out from the crowd of brands and let consumers remember the Bile brand, not just a certain product. Looking back at the history of brand development, the team found that the brand story of Bile is more of the story of the team. It is about how a group of pet food industry practitioners with ideals and dreams adhere to the high standards of products and services as professional and rigorous companions. standards, and continue to create more surprising stories for pet owners. The reason for creating the brand super symbol % is because Bile hopes that it can not only help consumers quickly identify the brand, but also convey Bile's dreams, pursuits and attitudes to the outside world. The pursuit of 100% is the original intention of Bile. Because of 100% love for the industry, we are 100% focused, pursue 100% perfection, provide 100% care, and ultimately bring 100% happiness to consumers and pets. hapiness. In Bile's view, % is the highest level of the brand. Bile will always pursue 100% love and enthusiasm in every link and strive to get closer to this goal. The new slogan of "Comparing come and going, still Bile" not only reflects the long-term working status of the team, but also embodies Bile's brand culture - "Bile Culture". At Bile, no matter on the manufacturing side, quality control side, channel side, or market side, the team always adheres to the work attitude of excellence and hopes to make progress day by day. From "enjoying happiness, eating more than happiness" to "comparing coming and going, it is still better than having fun", Bile did not choose a preaching communication method, but communicated in a language that young people are more sensitive to, and completely handed over the initiative to consumers. in hands. For young people who have a prevailing "choice culture" and are accustomed to reading reviews and comparing products before shopping, the new slogan reflects Bile's confidence in products and services, and is closer to their true consumption mentality. With a good brand story, how to tell it to consumers? While focusing on content marketing, as a long-termist, Bile always focuses on the future. In Huang Li’s view, in the age of information powder, homogeneous planting methods may temporarily attract consumers’ attention, but elevator advertisements and offline scene advertisements last longer and convey the brand image and brand information. With strong consistency, Focus Media's big data capabilities can help Bile penetrate into the focus of pet owners and accurately convey the brand culture that Bile hopes to display to consumers.

The strategic cooperation with Focus Media will increase Bile's brand awareness, seize the minds of consumers, and make Bile become more mainstream people