Pet Industry News, on September 16, Niu Yinghua, President of Mars Pet Nutrition, attended the Tmall International 2021 Double Eleven Launch Conference and shared with the guests that Mars Pet took its all-natural pet food brand Meis as an opportunity to deepen its cooperation with Tmall International. As a representative of the pet category, Mars Pet is actively exploring new opportunities for e-commerce development under the "Five New" strategy of Tmall International.
"Cat Economy" gave birth to the e-commerce import track
At present, the cat economy is rising in the Chinese market. Young people of Generation Z have gradually become the mainstream of pet raising; their huge consumption power has also made their emphasis on pet intimacy a new trend in pet raising. At the same time, the number of cat owners, cat numbers and cat consumption market in China are growing significantly. These factors have jointly triggered a surge in demand for pet food and an upgrade in consumption, and have also brought imported pet food brands, including high-end cat dry food and wet food, to an opportunity for rapid growth.
In the past year, the Chinese market, which was the first to recover from the epidemic, has become the main battlefield for global brand sales expansion. China's huge domestic demand activates global vitality, and cross-border e-commerce has grown against the trend. Regarding the pet e-commerce track, Niu Yinghua said: "When the global 'fight against the epidemic' situation is still severe, the Chinese market has injected confidence and motivation into Mars' restoring global business. Mars' global supply chain and Tmall International cooperate, allowing Chinese pet parents to enjoy high-quality pet food without leaving home." Tmall International continues to promote authentic products and quality assurance, and comprehensively upgrade the "global traceability code", which further ensures that pet parents can buy with confidence.
Innovative products combined with e-commerce model
Miss launches special gift box packages
At the meeting, Niu Yinghua announced that Meishi's "One-divided-in-two-mous staple meal box" will launch special gift box packages on Double Eleven. At the same time, Mis.com will use the star effect to increase consumers' attention to brands and products. In terms of marketing strategy, Mix will also implement a multi-link linkage strategy to create a superposition effect on social media and Tmall international platforms; at the same time, it will make efforts from the product's own innovative advantages and e-commerce services and other aspects to create a new e-commerce detonation model.
In response to pet parents' demand for palatability and gastrointestinal management of cat food, Meiss launched the "One-Small Mousse Staple Meal Box", focusing on 97% high meat content and natural staple food with pure formula. The ingredients are all taken from human-grade meat and seafood to meet the meat-eating nature of cats.
The innovative design divided into two not only meets the needs of preserving ingredients, but also avoids the troubles and wastes that may be caused, perfectly solving the pain points of feeding cat wet food. Meishi lunch boxes hit Tmall International this year, leading category growth. Under such an opportunity, Mars Pet has accelerated the introduction of more of its imported brands and products, and promoted the entry of global product innovation achievements into the Chinese market. This is also perfectly in line with the goal of Tmall International Double Eleven to focus on incubating 40 new imported trend categories and accelerating the creation of new imported products and hot products.
In the future, Mars Pet will deepen its e-commerce layout
Through strategic cooperation with Tmall International, Mars Pet's Meis brand has created a three-dimensional marketing network with brand flagship stores and comprehensive flagship stores as new product incubation positions, and cross-border stores and international direct sales channels as brand distribution penetration positions; next, Mars Pet will further use cooperation to accelerate the growth and development of its brands themselves, and give consumers more convenient and personalized pet food choices.
With the expansion of the scale of pet-raising people and the continuous recovery of consumer confidence, China has become a market that global brands are looking forward to; and the continuous development of e-commerce platforms has also provided more links and consumption scenarios for brands and consumers. In the future, Mars Pets will introduce more high-quality pet foods like Mess, continuing to create a beautiful world for pets and pet parents in China.
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