According to statistics, a total of 22 financing events occurred in the first half of 2021, and the investment areas include pet food, pet supplies, pet medical care, chain pet stores and other categories. According to iResearch data, my country's pet market is in a stage of continuous expansion. Naturally, this will be followed by the attention of capital and the rise of new brands. The fierce market competition obviously makes it difficult for new brands to break out.

From 2015 to 2018, we segmented and manufactured explosive products

Cut into the cat supplies category, starting with the first product, the igloo cat litter box, and gained the first wave of attention. It has successively launched pidan mixed cat litter, valley cat scratching posts, egg tart cat nests, and various cat and dog snacks and toys. Among them, mixed cat litter has become an absolute hit.

Products: Special cat litters open up the market, and innovative mixed cat litters are launched to hit the vertical market

Channels: Settled in major online platforms around the world, cooperating with dealers in 25 countries

Market: polishing popular products and building reputation

Initial attempts at horizontal product expansion in 2018-2019

Trying to upgrade the brand, in addition to changing the LOGO, launching the first batch dog products, and plans to complement other pet product lines. Horizontally expand the product line to enrich the brand's target users

Products: From cat supplies to dog supplies, try to create a product matrix for all user groups

Channels: Open offline experience stores and brand stores

Market: The initial stage of brand development, still in the trial and error period

Vertical deep cultivation and transformation strategy from 2019 to 2021

Change the brand development strategy, vertical Deeply developing related products, launching mixed cat food, shifting the focus from supplies to food, enriching categories, and updating from "pet supplies brand" to "full category pet lifestyle brand"

Products: Cat-based Sand is the center of explosive products. It has become the TOP1 in the segment and is developing vertically into cat food with a more barrier effect.

Channels: Improve online channels, try live streaming to bring goods, and enrich offline stores and usage scenarios< /p>

Market: Strengthen marketing to enhance brand influence, create emotional value and enhance brand barriers

2. Product + design first, gradually speeding up the frequency of new releases, and the unique good looks become an eye-catching tool

[Segmentation Market] Star single product

Pidan discovered the segmented pain points in pet products and innovatively created mixed cat litter with strong adhesion and good deodorization performance, which quickly became popular and became a trump card product; while Igloo cat litter The basin has also become one of the brand's iconic products due to its unique appearance.

[Pricing Strategy] Enter the mid-to-high-end market

Pldan’s products are priced towards the mid-to-high-end market. Taking the first product, the igloo cat litter box, as an example, the price is over 360 yuan, which is much higher. at market price.

[Design style] Iconic and good-looking

Pidan is a design-first brand, and its design sense can be traced from the brand image to the products.

【New product release rhythm】Speed ​​up the new product release before the big promotion

Pidan’s new product release pace is not fast, and it roughly maintains an average of 1-4 new products per month. In addition, the big sales Speed ​​up the pace of new releases and increase user attention and purchase rates.

3. Cat litter with multiple specifications has become an absolute hit to meet multiple needs, and products with less than 100 yuan contribute nearly half of the sales

Pidan’s cat litter, cat snacks, and cat toys contribute the majority Sales volume, while products that are easy to develop, such as cat snacks, cat toys, and cat nests, have the largest number of related products, while the remaining products have not yet been developed to the greatest extent. Among them, cat litter adopts multiple specifications and multiple SKUs to meet more user needs. From the price point of view, products priced below 100 yuan contribute the most sales, such as 3.6 kilograms of tofu cat litter at 29.9 yuan; 6 kilograms of bentonite cat litter at 39.9 yuan; and Valley Cat Scratching Board at 69 yuan, all of which are popular products in the store.