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Emerging pet food brand Jiusheng joyzone, just launched in September 2020, has received million-level personal angel investment, and the first product cat food has been spontaneously promoted by a number of pet science kols. We interviewed Tara, the founder of Jiusheng Pet, to share the new trends of the domestic pet market in 2021 and how Jiusheng cat food has differentiated in the face of the increasingly competitive Chinese pet market.
summary:
1 Accurate insight into the consumer market New domestic goods into the new pet market
2 Consumer perspective deep reach to users High quality quality control is the guarantee
3 Dialogue with young interest circles to efficiently connect with core users
4 Value leadership is greater than traffic following The movement against the current highlights the brand style
First, accurate insight into the consumer market New domestic goods into the new pet market
For the marketing trends of China's pet market in 2021, Tara, as the founder, combined his entrepreneurial experience and summarized the following three points.
1, China's pet market is still in the Red Sea. According to the "2019 China Pet Industry White Paper", the number of dogs and cats in The number of pets in China in 2019 reached 61.2 million, and the pet market cannot be underestimated. Among them, the size of the pet cat consumption market was 78 billion yuan, an increase of 19.6% over the same period, and the growth rate far exceeded the pet dog market.
2. New domestic products gradually replace foreign high-end brands and become the new favorite of consumers. "The high-end products of the entire Chinese pet industry are mainly imported brands. Foreign brands have a high brand premium. First of all, the supply chain of China's pet food industry is very mature, in addition, I think that on the one hand, it is the promotion of the epidemic, on the other hand, the improvement of our national strength, the premium and obsession of consumers with foreign brands have declined, and I think everyone's confidence in the so-called national self-confidence and domestic products is rising. "Tara shows great confidence in domestic products.
3. The domestic supply chain and pet market supervision are becoming more and more mature. "The state has actually begun to introduce some relevant regulations for pet food since 19 years, although it is not yet a mandatory state, but I believe that once you start to do regulatory work, the industry will gradually begin to standardize, with the passage of time I think the more standardized the industry, the more confident users will be in the industry, it is a positive cycle."
Second, the consumer perspective reaches the user, and quality control is the guarantee
Quality quality control is on the one hand, around the product transparency, raw material traceability and quality control of each batch, Jiusheng firmly locks the consumer perspective, and strives to reassure consumers.
Tara believes: "There is no mystery to speak of food, and there is no technical barrier, it depends on whether you are willing to use good raw materials and whether you are willing to work hard to make good products."
The first point: for ingredient transparency, what we do is that we disclose all ingredients to our users;
The second point: for the quality of raw materials, we will insist that the traceability information of raw materials for each batch of products is all disclosed to users;
The third point: for quality stability, we insist that each batch of products are sent to a third-party inspection, are the first-line authoritative testing institutions, after the test is qualified, the product will be out of the warehouse.
Third, dialogue with young interest circles to efficiently dock core users
Seeking a breakthrough in common interests has become the only way for Jiusheng to efficiently find target users. Tara said: "We have been exploring, I think on the road of exploration, everyone has some different ways and methods, and there are their own points of expertise, for me we are good at talking to young people, so we know where young people are, what kind of way young people like to use, what kind of content they like to watch, then we can reach them through these things." ”
"Some young people like the second dimension, maybe we look for the same two-dimensional IP, they also raise cats and dogs, if they are our users, there will be a stronger persuasiveness." A lot of cat and dog owners like to drink coffee, so let's go to the intersection of these crowds and do what they like. ”
"Our content will not be 100,000+ at once, immediately overwhelming, we are slowly infiltrating, looking for like-minded people." 」
For the marketing efforts of different media channels, Tara believes that it is relatively average. "I think it is not related to the channel, but with the type of partner itself, for example: we go to cooperate with a lot of pet pets, we call pet experts, they know pet knowledge very well, so what they say is more authoritative, they themselves for the choice of brand cooperation requirements will be very harsh, your products to meet his standards, and then he will really recommend to his users."
"There are some fans with tens of millions, but he may just be an entertainment account, every day to post 'me and the cat' how cute my cat is, etc., this kind of user will not be too accurate, although the number of users is large, many are cloud sucking cats, most of these people are not our buying crowd, may cast a lot of advertising coverage, but there will be no significant growth in transactions."
Fourth, the value leadership is greater than the flow of traffic followed by the movement against the current to highlight the brand style
For enterprise innovation, Jiusheng combined with practical feedback to explore a unique path of change. Preset and practice is the only way for enterprise innovation,
"For a simple example, when we were doing pet packaging, we had an early innovative idea. I began to investigate the packaging, to explore the possibility of achieving each point, and later found that we finally made traditional packaging. ”
"For example, I want to change to another form of sealing strip, and the sealing effect does not meet our requirements, for example, I want to open a transparent window for everyone to see the food, but direct sunlight will accelerate the oxidation of food." For example, I want to make it into a small bucket, but the bacteriostatic effect of plastic is not good, which will accelerate the multiplication of bacteria. ”
From the perspective of pet food, the so-called subversive innovation, Jiusheng is cautious. Using micro-innovation to solve some problems and increase the sensitivity of 10% is already refreshing for users.
For the audience needs derived from big data, Jiusheng does not blindly follow, but follows the company's own values. According to data analysis, the biggest demand for cat food is to gain fat and cheeks, because it looks more cute. But this is easy for cats to cause physical burden and cause diseases. Therefore, jiusheng's product recommendations do not appear with the four words of "fattening and blushing" as a selling point. Tara insisted, "I think it's a question of values, a question of guiding users." We ask our customer service not to convert for the sake of conversion, but to guide users to do the right way of feeding, really for the sake of the pet itself. ”
The "Chuang +100 Plan" helps the industry expand the innovation industry chain, walking into the 100 most innovative enterprises and industry-university-research institutions, conducting in-depth research, interviews and best practice analysis, analyzing the innovation growth model, and creating a full-chain innovation and mutual benefit growth model.