Pet backpacks, there is no shortage of new products on the market. In addition to Taiwan's Abiyaya, there are other domestic brands such as Gouxiao. The second- and third-tier brands are almost all copied, but as with this What is different from before is that a new pet backpack, ARKIK, has recently emerged as a dark horse. The company's annual sales have maintained a 100% growth, achieving sales of 30 million a year.

Many people attribute the sudden rise of ARKIK, an emerging brand, to the success of its copywriting. As a result, other brands have followed suit, and even some first-tier brands have begun to imitate.

But a marketing must You can’t just rely on copywriting. To be successful, copywriting is just the beginning, or an opportunity for something new and different. To succeed, you still need clear demand insights and user positioning, as well as accurate pricing, reasonable promotion, and other aspects of cooperation.

The first is precise positioning

Traditional brands rely on the appeal of first-line foreign brands based on their reputation, displays at exhibitions, and dealers’ follow-up, while domestic brands Brands rely on fancy shapes and aesthetic stimulation in pictures to attract consumers, while e-commerce merchants rely on the volume of orders to make customers accept it. This is evidenced from the appearance of the product to sales. The product is good, and it gradually becomes famous.

However, Japan’s ARKIKA hopes to redefine a market space rather than seize the existing one.

First of all, there is no reference in terms of appearance. The first consideration is space, not shape. The final consideration of the pet backpack starts with considering the pet’s feelings. When there is enough space, consider the pet’s degree of freedom. , let’s consider the shape, and the shape is not to imitate the backpack used by people, but to define the backpack from the appearance of pets, so that when people see it, they will know that it is a cat or a cat.

When the product can be separated from other similar products at a glance At that time, this was the success of the first step, which was the early stage of brand establishment, and the second step was the promotion of advertising. Since advertising has now developed towards online mobile terminals, ARKIKA only places one advertising method, which is WeChat. Official accounts cooperate with public accounts with different fan bases to write soft articles or pure brand introductions. Since the number of fans of current official accounts is very huge, sometimes the fans overlap, and a fan will appear. Received recommendations from different public account platforms within one day.

Coupled with the inherent publicity of traditional exhibitions, the Japanese ARKIKA brand has become so popular