The pet economy has clearly reached a booming stage. According to the pet industry white paper, my country's pet consumption market grew at a compound annual growth rate of 16.8% from 2017 to 2021, reaching 249 billion yuan. Around pets as the core, a rich industrial chain has emerged. In the arena of this new "pet economy," both established and emerging brands have enjoyed the benefits of industry development, but also face different pain points. Private domain marketing has become a new battleground for the industry to find solutions.
After serving numerous pet clients, we discovered that different brands in the pet industry have vastly different needs regarding private domain traffic. This stems not only from the differences in business models across different subcategories, but also from the different choices made by different brands in the face of increasingly fierce market competition and increasingly diversified consumer demands.
To reduce the selection costs for brands when matching private domain services, Jingli Technology, based on its past service experience and the core logic of the pet category, has proposed three exclusive service packages for private domain operations in the pet category, providing targeted solutions for different business partners in the market to reduce costs, increase efficiency, and acquire business growth.
Qimingxing Service Package – Transaction-based revenue generation across multiple scenarios
Transactions are the essence of all business. In Jingli Technology's private domain solution for the pet industry, the Qimingxing service package starts with transactions on private e-commerce platforms and uses the transaction as a guide to reverse-engineer the operation strategy chain. It creates a private domain operation model that focuses on refined operation of customer segmentation, user lifecycle journey management, and sales growth plans to improve sales conversion.
Data capabilities are the foundation of refined operations. Jingli Technology uses its self-developed intelligent operation tools to identify pet owners who continuously enter the brand's private traffic pool. Based on a tagging system, users are tagged (e.g., pet breed, age, feeding habits, owner's social preferences, consumption preferences, etc.). Subsequently, through continuous operation tracking of data such as feeding methods, purchase records, and pet-raising behaviors, the precise user tags are continuously enriched.
Once the "infrastructure" tag is completed, users are segmented based on business needs and operational scenarios (e.g., A/B/S level users, price-sensitive users, flash group users, dating users, etc.). Then, based on these customer segment differences, AI-powered tools are used to personalize information delivery, configure marketing campaigns, and automate the lifecycle management for a large user base. At every operational touchpoint, the brand is helped to clearly present its "value," allowing users to understand what they can gain, thereby driving sales conversion.
Beyond regular marketing activities, we leverage sales growth plans, combining seasonal changes and pet characteristics to create promotional events such as member-only days and themed flash sales to generate additional business. Simultaneously, we can bundle staple food with other products to increase average order value. Furthermore, we utilize automated user journey management within our private domain, providing users with a reason to upgrade their spending at the right time.
It is important to emphasize that, for vertical categories, even within the service package, the solutions we propose are fundamentally different. Taking the staple food category as an example, the relationship between consumers and staple food brands will revolve around and expand in a cycle of "four mouths": "seizing the first mouth, preventing hair loss the second mouth, extending the third mouth, and sharing the fourth mouth."
From a conversion perspective, securing the first bite is essentially about capturing consumers' initial purchase after owning a pet, and this first-purchase experience significantly impacts their perception of the brand. Therefore, ensuring a smooth purchasing experience and improving palatability through detailed explanations and services that match pets and pet food types becomes a crucial operational element in this initial phase.
The "second step" in preventing hair loss emphasizes educating consumers to develop a systematic understanding of pet care, thereby transforming their mindset from "buying trial food" to "buying regular pet food." The third and fourth steps focus on increasing sales by expanding beyond staple food to include pet treats and supplies, and by leveraging word-of-mouth recommendations from loyal customers to attract new buyers, thus increasing both average order value and potential customer numbers.
Not only do we set different conversion plans for different life stages of users of the same brand, but we also provide different conversion strategies for brands at different stages of development. Therefore, whether it is a newly established pet brand, a rising star pet brand that occupies a leading position in a niche channel, or a giant with a strong reputation in the industry, we will carefully propose operational opinions and corresponding strategies based on the brand's development stage and available resources, and ensure that the solutions can be implemented without damage, truly helping clients achieve business growth and truly creating value for consumers.
Beidou Star Service Package – Service-oriented, maximizing user value
When pet owners project emotional value onto their cats and dogs beyond the pets themselves, and their furry friends gradually become part of the family, pet owners, while focusing on their own quality of life, also hope to improve their pets' living standards and are willing to pay a premium for it. The spillover effect of a brand's service value to consumers is directly reflected in consumers' purchase intentions and decision-making processes. Therefore, it is crucial to provide targeted services based on the pain points of consumers in different categories.
We believe that the pet industry and the maternal and infant industry share a fundamentally similar underlying logic: warm, companion-based growth services are the foundation for building user trust and enhancing user loyalty. Therefore, we have transferred our years of experience in private domain services within the maternal and infant industry to the pet industry, creating the Beidou Star Service Package. This service-oriented package encompasses a full-scenario training content package, industry-specific check-in camp programs, and extended service follow-up plans, providing users with more convenient and high-quality services and meeting the essential service needs of various pets.
The training content package primarily utilizes WeChat Moments, online communities, one-on-one sessions, video accounts, and live streaming as its service platforms. Leveraging a well-defined brand IP persona (such as pet expert or pet welfare officer), it provides pet owners with professional knowledge and product information, including pet care advice, pet feeding guides, and pet food science, to help users properly feed their pets.
In community settings, in addition to branded content, Jingli Technology's service team also organizes fun topics and interactive games within the community, such as "Pet Destructive Power," "Sleeping Posture Competition," and "Find the Puppy in the Picture," encouraging users to actively participate in discussions and creating a relaxed and enjoyable community atmosphere. Beyond regular services, they also provide services such as pet mating, adoption, veterinary care, and mutual assistance within the group. Leveraging intelligent operational tools and a customer service script library, they efficiently respond to user inquiries and requests daily, improving user service experience and emotional connection.
Taking pet health/wellness products as an example. A cat's micronutrient and nutritional needs differ significantly from kittenhood to adolescence, middle age, and senior life. We provide tailored nutrient and supplement recommendations for each stage of a cat's life. For common cat issues such as tear stains, loss of appetite, rough and dull fur, sensitive digestive systems, and proneness to fractures, in addition to offering targeted solutions and products, we continuously provide content across various scenarios to help pet owners develop a correct understanding of pet care and avoid frequent trips to the vet due to recurring problems.
Addressing the pain point of poor user and brand loyalty and easy disconnection, the industry-specific check-in camp program conducts various themed check-in activities in the community, providing users with corresponding benefits and rewards. This expands the brand's private customer base while improving brand reputation and customer awareness.
The service extension follow-up plan follows a six-step process: "initial contact → potential recommendation → closing → follow-up → registration → reminder for next visit". It provides users with upgraded services and brand extension benefits, fully taps into user LTV, and increases average order value and customer contribution.
As the pet market becomes increasingly segmented, brand services directly impact consumer loyalty, repeat purchases, and buying decisions. We provide companionship and growth-oriented operational services, creating diversified service scenarios and content to ensure pets are well-fed while their owners enjoy the pleasures of pet ownership and worry-free professional services, thereby strengthening user loyalty and building brand user assets.
Orion Service Package – Brand Promotion Services, Building Brand Reputation
In the private domain, brands can directly engage with users, making it an ideal arena for brand communication. Jingli Technology's Orion Service Package builds brand reputation and increases brand momentum through a KOC incubation program, a full-process service undertaking program, and a product interpretation and conversion program.
The KOC incubation program sets up different topics and releases tasks on WeChat Moments and external platforms (Weibo, Douyin, Xiaohongshu) to guide more users to share and discuss on WeChat Moments, social groups, and community platforms, producing high-quality UGC content, achieving low-cost exposure, enhancing brand awareness, and using user word-of-mouth to support the brand.
Many KOCs, acting as "unofficial brand ambassadors," are happy to share their pet-raising experiences with "pet-owning novices" within the community and provide thoughtful answers to the questions they encounter. This inspires more pet owners to continuously produce high-quality content for public content platforms, further attracting new users to learn about the brand, injecting fresh blood into the brand, and creating a positive cycle.
Whether it's the weekly topic interactions or the collaborative efforts of pet owners, the community's activity and cohesion have been greatly enhanced. For a growing number of consumers, a pet community is more than just a "price haven" for high-quality pet food and supplies; it has become an online haven where fellow pet enthusiasts share joy and surprises. This undoubtedly provides brands with an excellent way to expand horizontally and deepen their presence in consumers' minds.
Considering their pets' diet and health, pet owners generally don't easily switch brands once they've chosen one. Therefore, the brand's pre-sales, sales, and after-sales services directly influence their decisions. Jingli Technology's comprehensive service plan, through a well-designed service system including a user response handling mechanism, a user activation and care system, a user reception and feedback system, and a public opinion management mechanism, provides users with a better consumer experience and creates a professional and reliable brand image.
The pet industry as a whole still lacks truly unified production standards, leading to a mismatch and generational gap between supply and demand in pet food. The Product Interpretation and Conversion Plan leverages user data to understand consumers' true needs, accurately identifies the product's target audience and usage scenarios within private domains, and provides precise recommendations. This helps users efficiently find the right products, saving them money, time, and effort, enhancing brand loyalty and recognition, improving product conversion rates, and ultimately increasing GMV.
As "petting cats and dogs" has become a new trend in modern life, cat and dog lovers and their owners have created a rapidly growing market with broad prospects, leading to the rapid rise of pet food brands. Jingli Technology will continue to deepen its industry expertise, providing merchants with professional and high-quality private domain operation services to help brands stand out in the fierce industry competition and achieve high-quality, sustainable growth.
