Introduction
Li Yuru has a yellow hybrid Chow Chow, who is 17 and a half years old, can no longer stand up, and has to feed her with a spoon to eat, and needs to hold her urination and defecation, "just like taking care of the elderly and children."
She likes cats and dogs and has been a pet food agent for more than ten years. At the end of 2014, Li Yuru turned to developing her own product - Maineng's high-end natural grain. Her promotion effect was disappointed by the
. "For more than 100,000 readings, there are only a few hundred valid orders, and there are only dozens of users who will survive in three months."
Li Yuru decided to create her own public account "Dahua Shit", and 4 articles brought her 50,000 users.
After one year of operation, Li Yuru tried social e-commerce and wanted to rely on "own brand + self-built channels + new media + community" to sell products. "Dada Shitshuo" captures users, and the customer service divides them into different communities according to the label, and converts users who are interested in purchasing to WeChat Mall and Taobao Enterprise Store to complete the purchase.
In May this year, "Dahua Shitshuo" received a 2 million angel round investment from Gaozhang Capital.
As of now, Li Yuru has recruited 400 seed users, and the average customer unit price of C-end and B-end users is 150 yuan and 1,300 yuan respectively, with a cumulative monthly turnover exceeding 1 million yuan.
Note: Li Yuru has confirmed that the data in the article is true and Pencil Dao is willing to endorse the authenticity of the content with her.
13 private brand staple food
Li Yuru is a standard shoveler. Before starting a business, hiring cats and teasing dogs was her spare time.
◆Doulong, nicknamed "Tianshan Tonglao", is 15 years old and a stray cat picked up by Li Yuru when she was just weaned.
In 2010, she switched to pet food retail. Previously, she was a founding employee of Nestlé’s Pet Food Department. Six years later, she resigned from Nestlé and founded a legendary pet chain to represent international big-name pet supplies. Legendary chain stores are divided into four models: community stores, commercial center stores, street-side stores and cooperative stores with hospitals.
The difficulty in retailing pet supplies exceeded her imagination. "The pet industry is in an inverted pyramid, with large manufacturers and small retailers. Retailers have no advantages in the supply chain, and with rent and labor costs, it is difficult for retail stores to promote." In 2011, Li Yuru closed all 14 chain stores, leaving only more than 100,000 yuan in registered capital.
She turned to founding Chengdu Pailbi Trading Co., Ltd. and focused on supermarket counters. "I don't need to decorate the store or take stock of sales, and can ensure sufficient customer flow." Within three years, she has made more than 100 supermarket counters with an annual turnover of more than 10 million.
Li Yuru tried to raise funds, but was in trouble. "Investment institutions are not optimistic. First of all, our account period is very long; secondly, we are just brand agents and do not have their own brands; finally, the sales channels of supermarket counters are not ours, and others will cut them as soon as they say they are."
At the same time, she was hit by e-commerce. In 2013, e-commerce rose, and the number of visitors fell by 30% every year.
Li Yuru decided to develop her own brand and make a "hot product". At the end of 2014, she found Cargill, the world's largest animal nutrition manufacturer, to produce "Maineng high-end natural grains" by it.
The competition-grade dog food for participating dogs and the kitten food for breeding cats are her main "hot products". These two products are not only specially designed for competition-grade dogs and kittens, but are priced only 70% of the same quality products.
◆Medium-to-large competition-grade dog food
As of now, Li Yuru has 13 own brand staple foods, including "Maineng Medium-to-large competition-grade dog food", "Maineng Kitten and Pregnant Female Cat Food". Focusing on the staple food, she has also developed products from independent brands such as snacks, bath lotions, cat litter, and toys.
◆The commodity group around staple food
4 articles increased by 50,000 fans
In June 2015, "Maineng High-end Natural Grain" was launched on the WeChat Mall. The products are shipped to Pailbi's warehouses in Beijing and Chengdu, and then delivered to the user by a third-party express delivery.
Li Yuru looks for new media to promote. In July, she posted her first advertisement on a cute pet official account; in August, she posted her second advertisement on a professional vertical official account.
The result disappointed her. The conversion rate of cute pet public accounts is low. "For more than 100,000 readings, there are only a few hundred valid orders, and only a few dozen users will remain after three months." Although the content of the vertical public accounts is professional, the reading volume is too low. After analyzing the reasons, Li Yuru said bluntly: "They don't understand their users."
She decided to make her own official account. "I thought at the time, if I, a professional in the pet industry, would I do better than others if I were a person who knew new media?"
Lou Xiaoxin was the person she was looking for. Xiaoxin was the operator of a cute pet official account. In order to attract him to join the game, Li Yuru went to Nanjing to meet his girlfriend. When she returned to Chengdu that night, she received a call from Xiaoxin who agreed to join the company. In October, Shin-hsiung officially joined the "Big Talk" .
◆Xiaoxin
Li Yuru chose the comic form. "We want to do popular science and talk about the industry, and comics are the best form." At that time, Santu (real name Cheng Yao) became famous for the "Three-Body Problem" comics. By chance, Xiaoxin met Santu at a new media conference in Beijing, and then they reached a cooperation. Shin-shin decided on topics and wrote copywriting, and Santu transformed it into a comic.
On November 3, 2015, the "Dahua Shit" public account published its first article "Dahua Tibetan Mastiff | Why is a dog worth 1 million sold to a slaughterhouse at a price of 30 yuan per person? 》, one day online, with more than 9,000 views.
◆The first article of "Big Talk"
Li Yuru started with B-end users to create content. "The pet industry is too detailed, and it is too difficult to start from the C-end to popularize science, but starting from the B-end can affect C-end users."
In the early stages of operation, the official account was updated once a week, and 80% of the content was aimed at the B-end.. Cats’ B-end services only include cat bins, so the proportion of C-end content is slightly higher; while the content about dogs is basically aimed at B-end users such as kennels, veterinarians, beauticians, and tutors.
After the 4 articles of "Da Talk" were updated, the number of fans exceeded 50,000.
Monthly turnover of 1 million
Content operation for one year, with the increase of fans to 100,000. Li Yuru tried the waters of community e-commerce and planned to rely on "own brand + self-built channels + new media + community" to monetize.
Self-built channels refer to the WeChat mall and Taobao store they open. In May this year, outside the WeChat Mall, she opened a new Taobao corporate store.
The "Dahua Shit" official account plays an entrance role, "Making new media is our means to capture users." The
official account does pure content output without any mall links attached. "We are doing our own brand, which has low popularity. If we rashly throw the link to the user, we may completely lose the opportunity to communicate with him."
She divides users according to the community. The customer service "Shit Official" WeChat QR code is attached at the end of the article of the official account, and users can add "Shit Official" WeChat. "Shit Owner" chats and communicates with users and classifies them according to more than 30 labels. The classification is completed and the target user is transferred to the corresponding customer service. Customer service asks the user whether he is willing to participate in the user experience. After receiving a positive answer, a sample will be sent and a purchase link will be sent to complete the user conversion.
◆Shit owner image
At present, Li Yuru has established three communities: Shit owner welfare club, Maineng Club and Shit owner university hall. Shitty Official Welfare Club is aimed at all users, and precise fans will be screened in, and the community's paid conversion rate is above 35%. Maineng Club is aimed at long-term users, and "Da Tatty" will provide community members with competition-level dog competition pick-up services such as flights; Shitty Official University Hall provides free and paid customized training to practitioners and professionals.
In May this year, in a coffee shop in Wangjing, Fan Weifeng, founder of Gaozhang Capital, came sweating profusely. Fan bluntly said: "I hate pets especially, especially those dogs that urinate and defecate anywhere, but I think pets are one direction." Li Yuru told him about her business idea. An hour and a half later, she walked out of the cafe and thought to herself: "It's probably him."
10 days later, it happened to be on Children's Day. As soon as Li Yuru woke up, she saw Fan Weifeng’s WeChat. She called back and the 2 million angel round financing was finalized.
From July to now, Li Yuru has recruited 400 seed users and assigned them to different communities for a product experience of 3 to 4 weeks. One of the 20-person C-end user groups has an average customer unit price of 150 yuan, and the entire community income is 3,000 yuan, while the cost of delivering samples is only 1,000 yuan. The cumulative monthly turnover of all users exceeds 1 million yuan.
In the future, Li Yuru will continue to recruit seed users, which is expected to expand to 2,000 people. In addition, she revealed that she is currently testing the "Flying Ball Dog Club" for C-end users.