With the development of instant retail pet categories, more pet physical stores expect the O2O model to bring more product orders and new consumers to the store, but there are often differences in the preferred types of goods between physical stores and online consumers, and different commodity pool needs make stores fall into a dilemma.
Recently, Meituan Flash Sale has jointly created the "Guanneng Travel Season" event with Nestle Purina and Paparaaz, which may provide a more diverse and more practical scenario-based solution to this problem.
The details are as follows:
Deeply cultivate the organic linkage of online and offline
Meituan flash sales are playing with more pet stores
Meituan flash sale is deeply integrated into the offline scene.
Previously, the pet industry observation has mentioned that in the context of more rational and digital consumption trends, local business has accumulated greater energy, but it needs to use new ideas, new ways of playing and new models to revitalize this huge potential market. Meituan, which has a retail endgame mentality, is gaining more far-reaching advantages on this track through the organic linkage of online and offline, the creation of a local business model of "goods + services", and the implementation of more practical and diversified scenarios.
For example, the "Guanneng Travel Season" event of Nestle Purina, Paparaz and Meituan flash sales is a concrete presentation of this advantageous model. It is reported that the event coincided with the opening of the new shopping mall store of Paparaz in Chengdu, and Paparaz cooperated with Nestle Purina, shopping malls and Meituan flash sales to plan an offline pet interactive activity with the theme of "Paw Swing Yoyo Festival".
Among them, the joint booth of Nestle Purina, Meituan Flash Sale, and Paparaz with the theme of "Guanneng Travel Season", distributed Nestle Purina x Paparaz exclusive travel Wang Xingren/Cat Care Gift Packs on the spot, guiding the audience to place orders in online stores, releasing their hands to play with pets, while the delivery staff has quickly completed the picking and delivery to the home, and improved the user's activity participation experience through on-site orders and rider delivery mode. The package also includes a special gift - in-store care card, which can be verified in Paparaaz stores across the city, further guiding users to enter the store for consumption. According to the statistics of the shopping mall, the number of people on site during the event was about 100,000+, and the number of people who guided the store to enter the store during the same period was nearly 5,000.
In addition to providing guidance through offline channels, Meituan Flash Sale also cooperated with Nestlé Purina to jointly plan an online event with the theme of "Guanneng Travel Season", and carried out centralized exposure and drainage in Meituan's main resource slots, flash sale pet channels and other communication scenarios. In addition, Meituan Flash Sale also targeted relevant groups of people in Chengdu, which in turn helped to increase the sales of the new Padparaz store and all stores in Chengdu.
Finally, during the event, the number of daily sales orders and the actual transaction volume of Paparaz online stores increased by 70.5% year-on-year.
We see that through the organic combination of Meituan's unique resource advantages, platform advantages and online and offline scenarios, it is easier to give full play to the multiplier effect of regional consumption promotion in the pet industry. This is because Meituan flash sales can not only link upstream and downstream brands and retailers to create a closed-loop sales chain, but also provide diversified marketing tools, on-site traffic support, off-site delivery, and gifts and materials that match consumers' minds, etc., to help brands and retailers grow their business and improve their operational capabilities at a deeper level.
In the future, Meituan Flash Sale will continue to deepen the transformation of online and offline scenarios, and further promote the performance growth of brand merchants and retail merchants while playing with more pet stores through brand co-creation and channel alliance.
Capture the right target group
Meituan's flash sale pet category is growing rapidly
The topic of this three-party linkage event is not only loud in Meituan's flash sale site, but also set off a wave of discussion on other social media platforms. For example, in Xiaohongshu and Chengdu's hot searches in the same city, you can see the figure of the topic of the event.
In fact, this phenomenon is closely related to the current crowd penetration of Meituan flash sales. According to Meituan flash sale data, at present, the penetration rate of Meituan flash sales among the post-00s population has reached 48%, exceeding that of the post-90s and post-80s people. This part of the consumer group, which is dominated by the younger generation, not only is highly consistent with the portrait of pet users, but also has a stronger desire to share and disseminate.
At the same time, this part of the user group is generally looking for more novel and fun interactive consumption methods. The activity launched by Meituan Flash Sale this time, whether it is from the organic linkage of online and offline, or a more concrete scene presentation, is undoubtedly deeply in line with this.
It is also driven by such endogenous power that Meituan flash sales have continued to grow rapidly in recent years. According to Meituan's 2023 Q4 and full-year financial reports, the number of Meituan instant delivery orders in 2023 will reach 21.9 billion, a year-on-year increase of 24%, and the number of Meituan flash sales orders will increase by more than 40% year-on-year, and the annual active merchants will also increase by nearly 30% year-on-year as users' purchase frequency and consumption continue to grow.
In terms of pet categories, Meituan's flash sale pet business has cooperated with 20,000+ stores, 10,000+ hospitals, 1,600+ warehouse stores and more than 10 brands, and has helped merchants obtain higher growth potential.
This is further proof of Meituan's ability to connect local retailers, brands and consumers, and the future development prospects that deserve more attention. It is important to know that local life services have a strong bilateral effect, and both brand merchants and consumers are more inclined to platforms with stronger service advantages and a larger proportion of market size.
On the whole, the pet industry observes that the development of Meituan's flash purchase pet business is accelerating by relying on various empowerment methods such as "new scenarios", "new tools" and "new experiences" brought by Meituan flash sales to the pet physical store business. At the same time, as a future mainstream consumer platform with young users as the core, Meituan Flash Sale is also a channel for retailers and manufacturers to acquire customers in multiple ways, as well as an effective way to reach young users at a deeper level.
And this will also provide a longer-term impetus for the development of Meituan's flash purchase pet business.
Continue to pay attention to the specific scenarios of the pet industry
Use cooperation and co-creation to help brand merchants achieve breakthrough growth
At the annual conference of China's pet industry at the end of last year, the relevant person in charge of Meituan's flash sale pet category said at the scene, "In order to further promote the business growth of brand merchants, the improvement of consumers' minds, and the deeper transformation of users to daily consumption scenarios, Meituan flash sale has not only launched various marketing campaign topics, providing users with a high-quality, affordable and convenient shopping experience, and helping brands and merchants to charge sales under the node." It has also actively created activity support for various trending categories, linked celebrities and KOLs to improve user reach, and carried out ecological drainage through super scenes, making the gameplay of flash sale pet categories richer and more interesting, so as to obtain more growth possibilities. ”
Among them, the super scene, on the one hand, refers to the scene of product landing. Meituan Flash Sale has long been focusing on the creation of three major scenarios: "stay-at-home companionship, foster care scenarios, and going out with pets". In terms of specific marketing nodes and daily high-quality supply optimization, we continue to seek co-creation opportunities with brand manufacturers and offline physical merchants, so as to provide consumers with more diversified, highly interactive, and online and offline closed-loop consumption scenarios, so as to consolidate the instant retail mentality of current consumers and enhance the competitiveness of pet merchants on the platform.
On the other hand, it refers to the closed-loop scenario of online and offline marketing communication. Taking the flash mob event created by Meituan Flash Sale and Paparazz as an example, it can be seen that under the unique advantages of instant retail's "local supply + instant demand + instant delivery", offline physical stores distributed across the country can deeply participate in the marketing activities of each node of the platform, bringing consumers a more ultimate experience. At the same time, the cooperation between Meituan Flash Sale and brand manufacturers can also continuously empower physical store merchants at the level of commodity retail, deepen cooperation from distribution cooperation, offline linkage, marketing communication and other levels, and deepen cooperation and co-creation between brand manufacturers and offline channels.
Because of this, scenario-based targeted work has become a core of Meituan's flash pet business development. Driven by this strategy, Meituan Flash Sale also provides an effective distribution, reach, and growth solution for pet brands and retailers to attract new customers.
For example, in this flash mob event, Paparaz provided users with a wealth of categories of products covering cat and dog snacks, shoes and clothing, toys, leashes, airline bags and other travel scenarios, with a total of 600 SKUs and more than 500 hot-selling products from well-known brands at home and abroad. After the event, the proportion of new customers in Paparaz's online stores rose to 26%.
In the future, the two parties will rely on Paparaz's supply chain integration capabilities, large customer flow and comprehensive service capabilities of shopping mall-type stores, aggregate more high-quality products from brand manufacturers such as Purina, and leverage Meituan's comprehensive digital advantages in traffic, fulfillment, scenarios, marketing, etc., to provide a full range of pleasant pet care solutions for the younger generation of pet owners in the direction of refined user operation, joint marketing, industry voice, and service scenario extension.