After pets were upgraded to a first-level category on Tmall, Yunpengbao became a new brand of product power in 3 months.
Preface:
"Sucking cats and petting dogs" has become a new way of life for pet people. According to the "2021 Pet Industry White Paper", the trend of young pet owners is significant, with the proportion of pet owners born in the 1990s as high as 46.3%. Healthy pet raising, refined feeding, and pet socialization have become the consensus of pet owners. The "it economy" continues to grow, giving birth to new business formats in the pet industry.
data shows that the scale of financing for the pet industry achieved a 2.5-fold increase in 2021, and the key areas of capital layout include pet medical care, smart devices, life services and other fields.
In recent years, pet medical insurance and insurance have also become a hot spot in the market. Relying on the mature claims system, many listed insurance companies including China Life Insurance, China Insurance and ZhongAn Insurance have followed suit.
With the help of the Internet advantages, the "Yunpengbao" brand was established in 2021, combining "pet medical care + life service + security system" to link offline pet hospitals to provide services together.
In August of the same year, Yunpengbao settled in Tmall. A service card that includes "deworming, sterilization, and medical insurance" pets was sold out on Double 11. The GMV exceeded 5 million during the event cycle, and it was shortlisted as the most productive new brand.
The number of middle-aged and elderly cats will exceed 20 million
The pet medical treatment will move towards standardization
The above white paper shows that the number of dogs and cats nationwide exceeded 110 million in 2021, an increase of 11.4% year-on-year; it is estimated that by 2025, the number of elderly cats can reach about 21.18 million, and the incidence rate of middle-aged and elderly cats over 4 years old will increase significantly, which will further promote the growth of the pet medical market.
From the perspective of consumption structure, although the groups that pay for pet medical care are growing, high costs are often criticized. In consumer surveys, "overprice" is the main reason for 50.6% of users' dissatisfaction with medical care, and there are problems such as over-examination and irregular prices.
Under the traditional supply model, consumers search through local life platforms, first select hospitals, and then provide services. Taking the "sterilization technique" of dogs and cats as an example, the pricing ranges from 208 yuan to 2,880 yuan, and consumers lack the ability to identify and bargain.
On the other hand, from the perspective of the domestic diagnosis and treatment market: According to the "2020 Pet Medical Consumption Insights", the annual revenue of Chinese pet hospitals in 2019 accounted for 39%, and the profitability of domestic pet hospitals was different, the hospital chain rate was low, and the profitability of small clinics was poor.
The pet medical track has a high threshold for trust. "Pet Friends Recommendation" has become the main channel for pet owners to understand hospital information, accounting for 47%. In the market environment where pet medical care is priced separately, the industry characteristics are that the higher the trust, the higher the stickiness and the higher the repurchase rate.
"In the process of operating pet medical insurance, some consumers reported problems such as inconsistent services and opaque prices in pet hospitals, and the stores also had problems with insufficient customer flow. In order to solve the pain points of both supply and demand, we have made innovations in the model," said Chunying, the brand manager of Yunpengbao.
Chunying introduced that Yun Chongbao does not participate in the diagnosis and treatment of pet hospitals, but instead "standardizes" the services provided by the hospital and provides a unified price and service process. Taking "pet sterilization surgery" as an example, after consumers purchase pet protection card at a unified price, they can choose to complete the service in the nearest store.
At present, Yunchongbao has established cooperation with 3,112 pet hospitals distributed across the country, and at the same time, the function of the guarantee card provides a "bottom support" for the above services. After the
product was launched, nearly 100 million pet-raising consumers on Taobao and Tmall became the best link for Yunpengbao to reach users. With accurate "person-to-content matching", Yunpengbao was able to find pet-raising people from all over the country.
For pet owners, they can purchase standardized service products on Tmall according to actual needs and directly complete service appointments online to save selection costs; for pet hospitals, it can make up for the traffic disadvantages in customer acquisition, and at the same time, the number of online reservation orders can be made up for, and store resources can be reasonably allocated.
In Chunying's view, Yunpengbao is becoming an aggregation brand that integrates offline pet hospitals and pet services through Tmall.
Innovative service supply based on the full life cycle of pets
Health + Service + Guarantee closed-loop development
Innovative service supply comes from insight into consumer demand, and Tmall is becoming the most mature entrance to understand user needs. "More and more young people are starting to search for pet medical services on Tmall, and the number of searches in the past year has increased by more than 60%. "Xiao Erren, a Xiaomao pet medicine and health category, mentioned.
In the early stages of launching pet protection services, relying on the existing service protection system, it cooperated with offline designated hospitals, but a single medical insurance service was difficult to impress users and the growth rate was weak.
"Although the market potential of pet medical insurance is great, it has low awareness and is often given to customers for free. However, combined with pet services, it has a much higher acceptance." Chunying said.
Tmall's trend insights help Yunpengbao understand consumers better. By analyzing consumers' demand trends and purchasing behavior preferences, Yunpengbao has begun to have the ability to predict "hot products". For differentiated online and offline scenarios, it can freely and flexibly combine pet services to better meet consumer needs.
After taking "medical + insurance" as the core entry point, based on the needs of different stages of the entire life cycle of the pet, through data prediction, pet cleaning, foster care, consignment and other service products were launched on Tmall.
At present, according to the daily high-frequency needs of pets, the store has gradually improved the four standard product matrix of guarantee cards, light medical care, preventive medicine, and pet life, and achieved cross-category layout development.
Consumers can complete one-stop pet care services such as "pre-diagnosis expert consultation, appointment for hospital visits, safe medication, medical insurance reimbursement, post-diagnosis management" on the Taobao platform.
At the same time, consumers can call customer service to report medical service issues. Yunchongbao's offline team is responsible for improving the satisfaction of users' service performance in the store. In special circumstances, they can provide compensation plans for customers through the medical insurance system.
Cross-border cooperation penetrates new people
IP cooperation has been exposed by 500 million
Next, continuous population expansion is the growth point of Yunchongbao. According to the "2021 Online Trend Insights in the Pet Industry" released by Alibaba Mom, the purchase of snacks, toys and health products is more relevant, and has become a key category for pet brands to attract new opportunities.
At the same time, the industry began to extend from attracting new products to attracting new products, reflecting the transformation from the perspective of single goods to the perspective of consumer demand.
"Whether it is creating new products, attracting new people, or even penetrating across categories, and a management system for the entire life cycle of pets, Tmall can provide empowerment for brands from multiple dimensions." Xiaoer Renzheng, a pet medicine and health category, said.
Currently on the Tmall platform, Yunpengbao has joined hands with the pet brand to create new products to achieve brand penetration and expand user groups.
In terms of functional service products, we have launched an anti-worm guarantee card through cooperation with pet medical brands such as "Bolaien" and "Da Tongai". In the emotional demand scenario, we cooperate with the new pet lifestyle brand "Uncarded" to launch toy products such as pet cat catching balls.
At the same time, Yun Chongbao also tried in the live broadcast field, not only entering the live broadcast room of Zhu Dan and Hu Bing, but also deeply penetrated the concept of exquisite pet raising and created brand influence.
Through live broadcast, with the help of diverse content design, rich viewing scenes and interactive experience, it conveys the new fashion concept of trendy pet raising, while driving the brand's mind and population growth.
During the Spring Festival last year, Yunchongbao and Alipay's "Five Blessings" IP cooperated to attract new users, analyzed the needs of pets, planned the "Wash the fragrance, celebrate the New Year" marketing activity, and jointly promoted offline stores. Through the offline feed-back online model, the number of visits on the first day exceeded the cumulative visits of one month in history, and explored the complete private domain operation link of new-retention-conversion-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-recall-
Renzheng believes that Yunpengbao is like a store-type store. By providing "standardized services", it can not only meet consumers' daily high-frequency consumption such as pet cleaning, beauty, and foster care, but also cover pet physical examination, vaccines, and sterilization. By driving low-frequency consumption through high-frequency, attracting traffic to pet hospitals, and creating a healthy pet service system.
In September last year, pets and trendy toys, fragrance and men's care were upgraded to first-level categories, which means that pet merchants will obtain more traffic resources and opportunity markets on Tmall.
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