6.4 million units sold in a single month! A dark horse brand emerges from the bloody race

The growth path of niche pet brands

Today's pet-related products have gradually transformed from ordinary products such as cat litter boxes, cat climbing frames and dog chew sticks to high-tech products that combine strong technology and intelligent attributes.

Taking the smart cat litter box as an example, there are actually many well-known brands on the market that have already launched the smart cat litter box category, but there is still a niche brand that stands out from the "cracks", and that is Meowant.

According to information, Meowant was founded in 2013 and is a brand that focuses on cat supplies. Among them, the smart cat litter box is the star product of the brand.

It is understood that in order to avoid direct competition with big brands, Meowant has carried out differentiated design in its products. A major feature of its smart cat litter box is that its large opening and low threshold design make it very convenient for cats with short legs, large bodies, or old age with difficulty in walking and legs to enter and exit.

This highly cat-friendly design quickly impressed many consumers in the North American market.

After searching the keyword "smart cat litter box" on Amazon , you can see that a product from Meowant is relatively high in the search results.

Information shows that this smart cat litter box from Meowant is priced at US$306, with sales of over 600 units in the past month and 1,428 product reviews.

When you enter Meowant's store, you can find that in addition to smart cat litter boxes, the store also has many other products including pet drinking fountains, pet seats and other accessories.

At present, many products under Meowant have entered the BS list of related categories, and one of them, a self-cleaning cat litter box, has made it onto the best-selling list, ranking 11th.

Although good results have been achieved on Amazon, for a brand, if it simply relies on Amazon to sell products and relies on in-site advertising to gain traffic, it will never be able to develop into a mature brand.

Meowant was also clearly aware of this problem and took timely action to expand its brand influence step by step.

Sold 6.4 million copies in a single month, Meowant is playing with TikTok

On major short video platforms, videos about cats and dogs are always one of the types of content with the highest traffic, which is a natural advantage for pet brands. Meowant will naturally not miss such an opportunity.

On TikTok, Meowant's official account has accumulated 11,000 followers and 36,000 likes on its videos. Compared with other big brands, this fan data may not seem impressive, but the traffic of videos related to Meowant product reviews on the Internet is very strong.

After searching the keyword Meowant on TikTok, you can see that there are many videos with hundreds of thousands or even millions of views, and these videos all give high praise to Meowant's products.

Driven by this trend, the sales of Meowant's TikTok store have also improved. Data shows that in July this year, a smart cat litter box under Meowant topped the sales list of TikTok's pet products category, with sales of over US$880,000 in just one month, equivalent to RMB 6.4 million.

Specifically, most of Meowant's sales come from the promotion of products by alliance influencers, among which the so-called tail influencers contribute the majority of the transaction volume. Although these influencers do not have as many fans and influence as the top Internet celebrities, their advantage lies in quantity and their high cost-effectiveness. Most of the influencers will not charge any fees, as long as they give away products, they will help shoot videos for promotion.

Soon, Meowant established its own influencer marketing matrix. Data shows that this year, Meowant's store established cooperative relationships with 156 influencers in one month, and these influencers released a total of 185 promotional videos and participated in more than 90 live broadcasts.

Taking one of the influencers as an example, this influencer contributed more than a quarter of Meowant’s sales in a single month through 24 live broadcasts and 8 short videos selling products.

Through the effective use of the influencer alliance, Meowant has achieved a rapid rise in sales and influence on TikTok. For other emerging pet brands, this strategy of Meowant can be said to be of great reference value.

Small products, big market, the pet economy is still "expanding"

As the global pet economy continues to heat up, a number of dark horse brands have emerged in the pet supplies market.

Pet Gravity: Since its establishment in 2018, Petgravity has focused on the research and development of pet products. However, the brand has been developing tepidly in the past few years, until it recently launched a smart pet drinking fountain, which suddenly became popular on TikTok.

Data shows that a smart pet water dispenser called Smart Pet Water Fountain suddenly became popular on TikTok, with GMV soaring by more than 700% in just three days and sales exceeding US$200,000, equivalent to more than RMB 1 million. This product is from the brand Pet Gravity.

Furbo: Furbo is a brand focusing on smart pet cameras. With its innovative technology and high-quality user experience, it has become a leading brand in the smart pet products market in recent years.

Data shows that on Amazon , one Furbo product is sold every 10 seconds, ranking first in sales in the pet camera category , with a single listing receiving over 20,000 reviews.

The product feature of Furbo is that it can use AI technology to monitor certain specific behaviors of dogs, and then push this information to the owner in a timely manner to help the owner understand the movements of his pet at any time.

Homerun: Homerun was founded in 2015. Its products include pet smart ecological series such as pet drinking fountains, pet drying boxes, pet feeders, etc.

After years of development, HomeRun has become a global technology company with multiple categories and three-dimensional layout in the field of smart pet products. Its products are sold well in more than 30 countries and regions including China, the United States, Japan, Canada, the United Kingdom, and Germany .

As the pet market continues to develop, more dark horse pet brands will emerge in the future, and the competitive landscape of the pet market may then undergo dramatic changes.

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