520 Confession Day, love cats and dogs again and conquer their stomachs. Douchi's brand strategy has been newly upgraded to unlock the correct way to love cats and dogs: true pampering, not just on the surface, but deep into the stomach.
On the afternoon of May 20, China’s emerging pet brand Douchi held the 2022 Douchi brand strategy briefing and market mobilization meeting with the theme of “New Douchi·New Growth·New Momentum” to officially launch Douchi The new category strategy of "gastrointestinal health food" redefines the correct way to love cats and dogs and opens a new era of gastrointestinal health in China's high-quality pet food.
At the meeting, Hong Bing, founder of Douchi, joined hands with three heavyweight guests to discuss strategic opportunities for cat and dog gastrointestinal health. Hongbing, Jiang Nanchun, founder of Focus Media, Cui Hongbo, CEO of Zhengjian brand strategy, and Wang Tianfei, senior pet nutritionist, jointly interpreted the new category strategy of "Gastrointestinal Healthy Food", and witnessed Douchi with Douchi dealers and store owners from all over the country Brand refresh and upgrade.
Talking about this brand strategy upgrade, Hongbing said that Douchi has always adhered to the brand mission of "making the world's pets healthy and long-lasting" since its establishment 8 years ago.
Now Douchi focuses on the gastrointestinal health of pets, and is committed to creating a new category of "gastrointestinal health food" to protect the gastrointestinal safety of cats and dogs with scientific nutrition and feeding, and adheres to the responsibility of "eating Douchi, cats and dogs have good gastrointestinal health" Commitment to let the world believe in Chinese quality and let pets all over the world accompany their owners healthily and for a long time.
Mr. Jiang Nanchun, founder of Focus Media, proposed, The key to brand success is to seize the time window and make the brand synonymous with the category. Douchi's gastrointestinal health strategy has created a new category, which has the opportunity to seize users' intellectual property rights through saturation attacks and become the first choice in consumers' minds. Focus will use its extensive media advantages to help Douchi hit the mainstream and become a leading brand in the pet industry.
Zhengjian brand strategy Mr. Cui Hongbo’s opinion on Douchi Analysis of the strategic logic of the growth of Chai brand: China’s pet industry in the new decadeYears of changes have intensified, and user needs lack integration. Only by creating new categories can demand be reaggregated and a super brand created.
Based on the essence of pet life, Douchi reshapes the cognitive framework of healthy pet care with "gastrointestinal health". In the future, through strategic collaboration from category to brand to marketing, Douchi will truly lead China's pet food industry new category revolution.
Senior pet nutritionist Mr. Wang Tianfei started from cats and dogs From a nutritional perspective, it explains the important impact of gastrointestinal health on the quality of life of cats and dogs, and proposes that the future path of pet health and nutrition must take gastrointestinal health as the ultimate direction, further confirming the advancement of Douchi's new category strategy of "gastrointestinal health food" and rigid necessity.
Looking at the development history of global pet staple food, puffed Dry food, prescription food, formula food, air-dried food... The rise of every successful brand is closely related to category innovation at a specific stage.
Looking back at the 30-year evolution of pet food categories in China, from full-priced food that meets basic needs, to natural food without additional ingredients, to grain-free natural food that is more in line with the dietary structure of cats and dogs, the category wave has Achieve leading brands.
Only by creating new categories can we open up a new blue ocean; only by being pamper-oriented and adhering to long-termism can we create ultimate value for users.
In the post-epidemic era, healthy pet raising has become a hard trend. Staple food is a necessary category for daily feeding. Nutrition, health and longevity have become the core demands of pet owners when choosing food.
Douchai created and led the new category of "gastrointestinal healthy food" and built a new food selection framework for consumers. Break the blind selection method of pursuing craftsmanship and indicators, and introduce consumption choices into the direction of nutrition, health, and long-term value.
Douchai's "gastrointestinal health food" creates daily motivation for cats and dogs and stimulates healthy and long-lasting life vitality for cats and dogs. Gastrointestinal health food represents high-quality diet and five-star pet care. Catering to the new era consumption concept of "healthy pet care".
Douchai has created a new category of "gastrointestinal health food" this time. Through "gastrointestinal health", he has redefined the healthy food that has been on the market for many years and promoted the transformation of healthy food from the era of natural food 1.0 to non-stop food. The Gu Natural Food 2.0 era has evolved into the gastrointestinal health food 3.0 era, creating a new generation of healthy daily food.
The birth of Douchi’s new gastrointestinal health food category strategy is inseparable from the underlying thinking of the pet industry. Gain a profound insight into the universal values of the gastrointestinal health of cats and dogs. The intestines and stomach are the basic organs for digestion, absorption, growth, and immunity of cats and dogs. They also reflect the vitality of cats and dogs. A healthy gastrointestinal health for pets is true health.
As we all know, cats and dogs are born with short intestinal tracts and their gastrointestinal function is inherently fragile. Once cats and dogs are threatened by the environment, it is easy to cause a chain reaction of gastrointestinal problems.
The feeding experience of hundreds of millions of owners shows that most health problems are related to the gastrointestinal tract. Loose stools, vomiting, diarrhea, and fur problems in pets are often caused by the gastrointestinal tract; long-term fragile gastrointestinal tracts are more likely to lead to various acute and chronic diseases such as low immunity, sluggish status, bacterial infections, etc.
Cats and dogs have short lives, and sick patients It is a long-term threat to life. Parents of cats and dogs actively feed their pets with care, but patients are inevitable problems and challenges in the life of raising pets. If they are not taken care of carefully, the pets will get sick, and the prevention and treatment of diseases will be anxious and tiring, and the cost of medical consultation will be high. , bringing heavy physical and mental burdens to pet owners, especially new pet owners and elderly pet owners who are most afraid of cats and dogs getting sick.
Douchai rethinks the pet industry: How to improve pets’ physiological functions and quality of life? How to reduce users’ feeding costs, disease prevention costs, and selection costs?
Douchai is the first pet food brand in China to establish an “online pet raising consulting service” and helps pet owners with tens of millions of pet care solutions every year. In the pet issue, in the process of in-depth customer service, Douchi discovered and made an important strategic judgment: more than 80% of the health problems of cats and dogs are related to the gastrointestinal tract. The gastrointestinal tract is the center of pet health, and gastrointestinal health is true health.
To this end, Douchai proposed the "Central Theory of Pet Gastrointestinal Health", which takes gastrointestinal health as the starting point and improves the overall health status of Chinese pets through staple food feeding.This will help 100 million Chinese domestic pets have gastrointestinal problems and long-term health.
In view of the fragile gastrointestinal problem of Chinese pets, Douchai Propose a three-level gastrointestinal health system of "1 nourish 2 protect 3 absorb" and define a new standard for healthy staple food:
Nourish the gastrointestinal + protect the gastrointestinal + protect the gastrointestinal tract, starting from the underlying logic of the gastrointestinal mechanism of cats and dogs, to create a Chinese pet gastrointestinal Strength, improve the gastrointestinal driving force of cats and dogs in daily feeding, and give pets a five-star good gastrointestinal tract - good digestion, good absorption, good growth, good immunity, and good health.
Under the concept of "nurturing your loved ones", Douchai developed the "Douchai Gastrointestinal Shield" visual hammer to intuitively convey the brand strategic purpose of protecting the gastrointestinal tract of Chinese pets.
Douchai is determined to become an expert on gastrointestinal health for Chinese pets, which means that Douchai must be a professional and authoritative leader and will " As a long-term and sustainable brand business, "Pet Gastrointestinal Health" also represents Douchi's commitment to leading the value trend of domestic food and opening up an era of pet gastrointestinal health.
Based on the new brand positioning, Douchi has simultaneously refreshed its brand slogan - Eat Douchi, cats and dogs have good digestion. "Eat Douchi" calls on users to make purchases and specifies the food attributes of Douchi.
"Good intestines for cats and dogs" means giving your pet a five-star good intestines - allowing cats and dogs to digest well, absorb well, grow well, have good immunity and be in good condition! Represents Douchi's value commitment to pet owners and pets, and symbolizes Douchi's responsibility for making the right choice for consumers.: Eat Douchi, cats and dogs’ gastrointestinal health will be good.
The main vision of Douchai's new brand runs through Douchai The gastrointestinal health strategy of the company uses a gastrointestinal slide to represent the gastrointestinal system, showing the gastrointestinal health concept of "the gastrointestinal system has power, and cats and dogs have vitality", symbolizing the pursuit of a healthy and beautiful life for people and pets. Through the images of cats and dogs running enthusiastically, Douchi's love for caring for the gastrointestinal health of pets is demonstrated.
Brands are like people, and the establishment of brand recognition and association comes from the deep exploration and definition of the core of the brand. While upgrading its category strategy, Douchi has redefined the four major characteristics of the brand: professionalism, friendliness, companionship, and love. Together they represent the value attributes, personality traits and style of the Douchi brand.
Based on the present and facing the future, Douchi will use professional products, friendly services, companionship and loving emotions to improve the quality of life of Chinese pets and realize the goal of "eat Douchi, cats The responsibility commitment of “Good Gastrointestinal Conditions for Dogs”.
In terms of scientific research, Douchai focuses on a new strategy Lay out the "industry-university-research" system for gastrointestinal health, deeply match it with the supply chain, and add professional science to the brand's core competitiveness.
In January 2022, Douchi and Shanghai Jiao Tong University officially reached a strategic cooperation. The two parties will jointly establish China's first pet gastrointestinal research institute and build the world's first pet gastrointestinal beneficial bacteria factory.
Recently, Douchi with a total area of more than 20,000 square meters Chai super pet base·Gastrointestinal R&D Center·Cat and Dog In vivo Testing Center has been completed in Dongguan. Relying on the professional technology and patent support of Shanghai Jiao Tong University, Douchi will continue to develop scientific and nutritious high-quality pet food to provide healthy and long-lasting "gastrointestinal power" for pets all over the world.
Super products are the key decisive point for pet brands to detonate the market, and are also substantive innovations that lead and promote the leapfrog development of the industry. In the field of pet gastrointestinal health, there has always been a lack of brands deploying individual products, but there is a lack of strategic super products and vertical strategic positioning.
Douchai launches the first product of its new category strategy - the "Gastrointestinal Motive Force" series of staple foods, which is the driver of Douchi's strategic positioning and the amplifier of user needs.
The "Gastrointestinal Motive Power" series of staple foods is aimed at the problems of low physical activity and insufficient gastrointestinal health power of domestic pets in China. Starting from the underlying power mechanism of gastrointestinal digestion and absorption of cats and dogs, it "nourishes the gastrointestinal + protect the gastrointestinal +" in daily feeding. The trinity of "pro-gastrointestinal" maintains the driving force behind pet gastrointestinal health, giving pets a five-star good gastrointestinal system with "good digestion, good absorption, good growth, good immunity and good condition", and rejuvenates the health and vitality of cats and dogs.
Douchai hopes to use the "gastrointestinal driving force" series as a representative of the new generation of high-quality daily rations to create high value and strong demand for users with "more gastrointestinal health and less disease", and become the first in the field of gastrointestinal health. Super product.
Food that can be "replaced in seconds" is the real gastrointestinal health food
Pet owners have always had the curse of "replacement of food" during the feeding process, such as changing food for health problems, changing food for periodic habits, and changing food for palatability. Grain, replace it with imported grain, upgrade your consumption to get grain, friends recommend it... It’s difficult to find the ideal staple grain, and the cost of trial and error is very high. Frequent food changes will also aggravate the fragile gastrointestinal problems of cats and dogs. The more the gastrointestinal changes, the more sensitive the gastrointestinal symptoms will be. Symptoms of gastrointestinal irritability, including soft stools, emerge in endlessly.
The original intention of Douchai's "gastrointestinal driving force" product development is to grasp the standards of food replacement with one hand and the pain points of soft stools with the other. He pioneered the idea of changing food in seconds without soft stools.
In order to provide "food exchangers" with a "quick upgrade" high-quality staple food, Douchi uses fresher raw materials, higher live bacteria colonization rate, and better protein digestion and absorption. efficiency, reduce the irritation of pet's gastrointestinal irritation from staple food, and improve the digestion and absorption of nutrients by the gastrointestinal tract.
“Instant exchange” is an ultimate pursuit and a manifestation of quality. Douchi believes that food that can be "replaced in seconds" is the real gastrointestinal health food. Douchi gastrointestinal driving force redefines the standard of food replacement, allowing food replacement to reach the "stomach" in one step, allowing users to make the right choice at the first time, so that domestic pets in China will no longer be troubled by gastrointestinal health problems such as soft stools. But to avoid small-probability incidents, Douzhai recommends: change food for the first time, and reduce the food intake by half.
Really fresh meat + high live bacteria + bacterial enzyme 3-in-1 technology, better nutrition, easier to digest
Food with high digestion and absorption rate is a magic weapon to maintain the gastrointestinal health of cats and dogs , providing a natural and healthy source of nutrients for the healthy growth of pets; food containing beneficial bacteria can help cats and dogs balance intestinal flora, form a gastrointestinal barrier, and enhance autoimmunity.
Douzhai’s gastrointestinal driving force adopts the ultra-high affinity staple food formula of “real fresh meat + high live bacteria + bacterial enzyme 3-in-1 patented technology” to maximize the digestion and absorption rate of nutrients and protect the gastrointestinal tract of cats and dogs. Original power, radiating health and vitality.
Really fresh meat｜90% high-quality animal protein + healthy animal fat, supported by the strength of both chickens and ducks; freeze-dried at -35°C to retain the natural meat aroma and restore the taste of meat; specially developed frozen Dried chicken lactic acid bacteria recipe, whole cut chicken breast freeze-dried + milky cheese + active probiotics, making delicious nutrients easier to absorb.
Highly viable bacteria｜20 billion CFU/kg highly active triple live bacteria combination balances the intestinal flora and continuously protects the gastrointestinal tract. Only live bacteria are effective; multiple prebiotics provide fuel for the growth and reproduction of probiotics, achieving The intestinal colonization rate of live bacteria is 90%; the probiotic freeze-dried powder is wrapped in grains of staple food, so the beneficial bacteria can be seen and eaten.
Easy to digest | Fresh meat enzymatic processing technology + compound digestive enzymes decompose large molecular animal proteins into small molecular proteins that are easier to digest and absorb, improving the digestion and absorption rate, and making it easier to digest.
Bacteria enzyme 3-in-1 patented technology | 3 highly active probiotics + complex prebiotics + multiple digestive enzymes, comprehensively optimize the gastrointestinal flora environment, form a gastrointestinal barrier, build cats and dogs’ autoimmunity, and improve Pet physiological functions and vitality.
Multiple product matrixNew products are released simultaneously to meet the nutritional needs of cats and dogs at all ages
In view of the nutritional needs of cats and dogs at different growth stages, Douchi has upgraded the gastrointestinal power 1.0 series to create gastrointestinal power 2.0, which is suitable for all ages. series, the product formula is precisely formulated according to the nutritional needs of young pets and adult pets:
Added freeze-dried chicken lactic acid bacteria, beef raw bones, and freeze-dried egg yolks to improve palatability and supplement a variety of high-quality animal proteins and health Animal fat; specially added Echinacea purpurea to further enhance gastrointestinal and body immunity.
The market is the only criterion for testing brand strategy. Once on the market, Douzhai's gastrointestinal driving force products occupied Tmall's best-selling list. The driving force dog food has a monthly sales of 10,000+, and the driving force cat food has a monthly sales of 10,000+, which has been favored and resonated by the market.
New logo: Create a symbolic meaning with soul and roots based on the DNA of DC cats and dogs
New brand strategy, new brand identity. Dou Chai has renovated and upgraded its brand logo. The new logo combines the prototype of cat and dog culture, Dog&Cat pet business genes, Dou Chai Dou Chai brand genes, the trinity of sound, shape and meaning, which represents Dou Chai’s re-exploration of the pet business territory and symbolizes Dou Chai. Chai is a new way to connect the world of cats and dogs in the future.
Brand identity is the most important brand asset and the starting point of the brand story. The upgraded brand identity gives Douchi a moreThe strong storytelling and agility create rich brand associations, and also inject a higher level of favoring power into Douchi, forming a more profound visual asset.
New IP: Create superheroes for Douchi users and create super brand assets
As the Chinese pet industry The number one brand in private domain traffic, Douchai leveraged its natural user connection advantages to introduce the first "user relationship" IP strategy in the pet industry, and designed and created Douchai's virtual IP image. As the brand's native spokesperson, it also serves as a brand new brand assets.
Douchai IP image inherits the "DC Douchi" brand logo, evolving the dog and cat from the logo world to the IP world. DOGE, which represents the dog, and CATY, which represents the cat, combine to form DOGE. The pet business genes of Douchi Dog&Cat are presented in a more energetic, perceptible, and emotional personification through two IP characters.
The identities of Douge and Chait are embodied as "cat and dog health guards". They are superheroes who protect the health of cats and dogs and protect the safety of their gastrointestinal tract. They create a healthy life and harmony in the two worlds of cats and dogs. The legendary journey creates a happy life and long-term companionship for pets and pet owners all over the world.
Douge and Chaite are Douchi brands The original spokesperson of Douchi is also the disseminator of Douchi’s “Gastrointestinal Health Concept for Cats and Dogs”.
Douchai's first brand concept icebreaker features Douge and Chaite as the protagonists, telling the story of cats and dogs landing on the earth and making fun of humans. The humor is full of clever Douge and the big heart to take care of cats and dogs. Chaite jointly "talks about the gastrointestinal health of cats and dogs", hoping to arouse pet owners' common-sense attention to gastrointestinal health and awaken the universal values of the gastrointestinal tract that have been seriously ignored.
Douzhai is committed to becoming the first pet food company in the pet industry. Brand IP creates a beloved brand that moves users, ushering in the era of big IP in the pet industry.
In the future, Douchi will create more content, more forms, and more stories around the IP image, continue to expand the boundaries of IP applications, enrich communication scenarios with users, and truly integrate Douchi into users' daily lives. Build an emotional dialogue path between the brand and pet owners in the new era.
Dou Chai believes that every cat and dog is a unique and beloved pet owner. The more pampered you are, the more unique you are; the healthier you are, the longer you will last.
Facing the future, Douchi will continue to take scientific feeding and scientific nutrition as the cornerstone, focus on pet gastrointestinal health, and use gastrointestinal healthy food to create lifelong feeding value for pet users. To open up a new blue ocean in the pet industry, comprehensively lead and promote the healthy development process of China's pet food, and let the world believe in Chinese quality, Douchi is taking action.
If you love cats and dogs, love their intestines and stomach; if you love your intestines and stomach, choose Douchi gastrointestinal health food.
