According to iiMedia Research, the penetration rate of the number of pet families in China is increasing year by year, and the pet market has huge room for development, and by 2025, the scale of China's pet economy industry is expected to reach 811.4 billion yuan. At the same time, the upgrading of consumption has made pet products and food develop in the direction of diversification.
With the growth of the pet market, new pet concepts are also emerging, taking the Douyin platform as an example, the keyword mention rate of "scientific pet raising" and "friendly pet raising" accounts for more than 60% of the overall situation.
At the same time, with the development of the industry and the education of the market, consumers' expectations for brands are getting higher and higher, and the growth of brands is increasingly inseparable from a deep understanding of consumers and forward-looking insights into market trends. According to the "2022 China Pet Insight Consumption Report" of Mob Research Institute, China's pet population is dominated by highly educated and high-income post-90s generations, nearly half of whom live in first-tier and new first-tier cities, and corporate white-collar workers account for 60% of them.
Mob Research Institute "2022 China Pet Insight Consumption Report"
How to accurately capture the needs of the new generation of young excrement shovelers? How to meet the needs of them and their pets with scientific formulas and high-quality products? How to stretch out more tentacles and let consumers understand the brand? These problems have become the key to the success of pet food brands.
The wild charm imported from the United States is a good example, and soon after entering the Chinese mainland market, it is widely known for its good reputation brought by extremely strict quality control. On the list of imported dog staple food released by Tmall, CHARM chicken and fish dog food ranked second on the list; Searching for relevant keywords on social platforms is also highly praised.
CHARM caters to the basic needs of young consumers who want better nutrition and healthier options for their furry children. Its high-energy fresh meat food focuses on nutritional concepts such as high protein, fresh meat as the first raw material, high meat content, and grain-free, which has effectively attracted young shovelers who value ingredients and "understand" them.
In addition, the transparent formula, safe raw materials, and regular inspection of CHARM are also one of the reasons why consumers can start with peace of mind, and solve the pain points of consumers who are worried about product quality. This set of combination punches has the vanguard nature of surpassing similar brands, whether it is in the landing of the selling point of "nutrition" or in the creation of brand texture.
As far as brands are concerned, the insight into consumer needs is by no means an overnight effort, and how to dynamically grasp the market rhythm, enrich their own product lines with suitable products, and meet the more refined needs of more people is an important engine for brand growth. Up to now, CHARM has 6 staple food products for different pet needs. Red meat series cat and dog food focuses on growing meat to increase muscle and improve immunity; Chicken and fish series cat and dog food is made of fresh chicken, which is the most popular among furry children, with high digestion and good absorption. Ocean fish cat food uses a variety of deep-sea fish, rich fish oil content can effectively beautify hair and skin care; Duck meat and apple dog food is mild and hypoallergenic, which can effectively reduce fire and reduce tear stains.
For CHARM, both product power and marketing power are involved in the formation of brand power, and both are indispensable. In addition to continuous insight into users and polishing products, CHARM is also constantly cultivating the marketing soil of the brand. Through social platforms, we will convey more scientific knowledge of food selection and provide more comprehensive feeding suggestions to pet owners, so as to help consumers who are "powerless" and want to give their pets a healthier life but have no way to start, and grow into professional shovelers with rich pet knowledge and higher requirements for pet food. These efforts are converging into a stream with little and no effort, continuously injecting living water into the wild charm of CHARM, helping it to become the trusted pet food choice of Generation Z.