Adhering to the two cornerstones of safety and nutrition, Pat will continue to consolidate the brand positioning of the pioneer of raw bone and meat formula in the brand strategy of building China's good pet food.
In the process of raising pets, pet owners always face many big and small problems. In particular, the quality and safety of pet food, which is the principle and bottom line, has always attracted the attention of pet groups. Especially when choosing a pet food, in recent years, consumers have paid more and more attention to whether the raw meat source is safe, whether the formula is professional and scientific, and whether the product traceability and safety monitoring are implemented.
On the other hand, the accelerating urbanization process has made indoor pet raising the mainstream pet raising method in the domestic pet market. However, the limitations of indoor pet feeding also have a huge conflict with the hunting nature genes that have been rooted in dogs and cats for thousands of years.
How to meet the feeding needs of pets and pet owners in a more scientific, accurate and diversified way? Recently, pet food brand Pat created a #BackboneMuseum flash mob event in Hangzhou, through the offline scene of a series of activities, while answering the pain points of pet users, it further conveyed the brand concept of "8:1:1 Pioneer of Raw Bone and Meat Formula", as well as the humanistic wish of Pat brand focusing on "for longer companionship".
The details are as follows:
#01
Create a #BackboneMuseum #Pop-up event
Concretize the communication field between the brand and the user
Talking about the original intention of creating a #BackboneMuseum flash mob event, Pat officially said that in the context of information fragmentation and discrete consumer attention, good products and concepts must also have enough communication strength and good storytelling to match, so as to reach consumers at a deeper level, so as to strengthen the emotional connection and resonance between Pat and target users.
The #BonesMuseumMuseum activity not only allows the public to truly understand and recognize the professional raw bone and meat formula of Pat products during the process of visiting the museum, and how Pat can achieve the purpose of making pets more "bone" through this formula; At the same time, this can also concretize and implement the communication between the brand and users, and further convey the actual value of Pat's concept of "8:1:1 raw bone and meat formula", which can better solve the needs and pain points of pet users.
According to reports, a giant cat is set up above the #骨气博物馆, and the pump device on the right is a public interaction point. This scene design further conveys Pat's vision of using raw bone and meat recipes to grow "bones" for pets, and also conveys Pat's vision of "drumming" for the tired life of pet owners through on-site immersive experience and interaction.
For the internal planning of #Backbone Museum, Pat also set up a natural formula laboratory, a good meat energy map, a hunting parlor, a free pet clinic and other scene-based regional plates. Thereinto:
The Natural Formula Lab focuses on the dismantling of prey energy, which in turn demonstrates the scientific properties and functional effects of raw bone and meat formulation. In the actual presentation of the scene, the Natural Formula Lab disassembled a model of a rabbit and explained to the users how each organ part can be used to power life. At the same time, the specially designed interactive area can also allow users to have a deeper understanding of pet food with raw bone and meat formula.
Youhao Meat Energy Map focuses on answering consumers' questions about the source of raw meat, and presents the support of top raw material suppliers in the six major industries for Pat pet food, as well as the energy map of Pat's high-quality raw meat supply chain all over China. At the same time, the drawer wall is also specially designed in this area, and by listing the characteristics and advantages of each meat source, it answers the problems that can be solved by Pat raw bone and meat freeze-dried 8 kinds of meat sources for the users.
Based on "the jungle in the past, the living room now", the hunting parlor is presented in an immersive scene, which specifically expounds the insight and interpretation of the Pat brand's advanced concept of dog and cat diet: focusing on the limitations of indoor feeding, it is committed to reproducing the original predatory structure of dogs and cats in a more scientific way, so that urban dogs and cats can taste the delicacies of the jungle.
The pet free clinic area is a special "special" free clinic area set up by Pat. Through the cooperation with the team of pet medical experts, we popularize daily maintenance and knowledge and key issues for pet owners. At the same time, the expert team also provides users with basic pet inspection and on-site inquiry services, which further conveys the brand temperature of Pat in the emotional link with users.
In addition, Pat also provided a different kind of surprise for the users at the event. For example, Pat's specially customized felt bag for the event, with the expression of "life is not cool enough, then take a catwalk", conveys the "emotional value" that pet raising itself can provide, for human beings who are caught in life pressure and the anxiety dilemma of "involution" and "lying flat", it is to "cheer" for the weak human life, and has aroused the emotional resonance of many users at the scene.
In addition to establishing a more specific emotional connection with users through felt bag surprise gifts, Pat also set up a special sampling area on the spot. The product samples distributed through the sample machine also give users the opportunity to use and try new products at zero cost, as well as to actually experience the concept of raw meat feeding.
According to the official introduction, Pat hopes that through the actual presentation of different scenes, on the one hand, pet owners will be aware of the importance of pet food raw material safety, formula science and traceability testing, so that the furry children will have more "backbone" and "cheer" for the weak life of human beings; On the other hand, it can also allow pet owners to better understand all aspects of their pets and understand the reasons behind their pets' daily behaviors, so as to create a better and more harmonious living environment for people and pets.
#02
Consolidate the brand positioning of the pioneer of raw bone and meat formula
Pat will continue to build China's good pet food
For Pat, pet food is not only a daily change of three meals a day, but also an energy accumulation to improve the quality of life. PAT's main 8:1:1 raw bone and meat formula concept is based on the international mainstream PMR primitive predatory model (PREY MODEL RAW), after years of research to create a golden ratio of 80% muscle, 10% internal organs, and 10% bone, the structure completely simulates the proportion of organs and tissues of the whole animal.
Pat officials pointed out that this kind of raw bone and meat formula pet food, which replicates the original hunting recipe, will become a feeding solution that is more in line with the pet's natural diet strategy and is more suitable for current and future domestic pets. Since the launch of raw bone and meat formula products, Pat has maintained rapid growth, and relying on strict product production and quality control management system, Pat as the pioneer of raw bone and meat formula, has also achieved the achievement of No. 1 sales of raw bone and meat formula products in the country for three consecutive years.
According to reports, Pat has always regarded safety and nutrition as the cornerstone and standard of the brand to do a good job in pet food, focusing on professional scientific research and technical advantages, high standards and strict requirements of the production system, and continue to build a "high-quality, professional and scientific" Chinese good pet food, and take care of a beautiful and healthy lifestyle between people and pets in an all-round way. To this end, Pat has created a complete product development and production management system by establishing a strong product team, carefully selecting high-quality raw materials from around the world, equipping its own laboratories and regularly submitting to authoritative third-party testing institutions.
On the other hand, after entering the era of consumer sovereignty, in the face of the continuous involution of pet food market competition, only by truly focusing on the needs of users and pets can we achieve longer-term and more sustainable development. To this end, Pat also actively responds to market demand, continues to develop new product series, and relies on multiple factors such as brand power, product power, scientific research capabilities and supply chain advantages to continuously bring more high-standard products to market users.
When it comes to the future brand development goals and planning, Pat officially said that it will always adhere to the guidance of user needs, through forward-looking industry sense of smell, scientific and professional product innovation and research and development ideas, and strict production standards, while continuing to promote the in-depth penetration of the concept of raw bone and meat formula products, reshape the dietary structure of dogs and cats at the current stage, and provide more scientific and healthier products for pets and pet owners.
On this basis, Pat will also further consolidate the brand positioning of "8:1:1 Pioneer of Raw Meat and Bone Formula", and always uphold the two cornerstones and standards of safety and nutrition, while achieving a healthier and long-term companionship between people and pets.