Monthly sales of one million US dollars! Another seller has found a niche market

The latest consumption trends show that today's pet owners are no longer satisfied with just raising cats and dogs. All kinds of novel and cute pets are beginning to become the favorites of pet lovers, and this has brought about a surge in demand for related supplies.

Digging deep into the market segments, niche pet brands create hit products

In addition to cats and dogs, more and more people are starting to have the hobby of raising and watching birds. In traditional cognition, bird watching is still a niche hobby, and generally only retired grandfathers will carry cameras to the park to take pictures of birds.

But in fact, bird watching has gradually become a popular hobby, and this trend is particularly evident in Europe and the United States.

It is understood that the United States is one of the most profitable markets for bird products in the world, and Americans are extremely fascinated by wild birds. Bird watching has become the second largest outdoor hobby of Americans.

According to a report by the U.S. Fish and Wildlife Service, there are 45 million bird watchers in the United States, which is about 20% of the U.S. population. Among these 45 million bird watchers, 39 million of them watch birds at home or near their homes, and this demand has spawned a huge market segment.

In the past, most of the products on the market were traditional bird feeders. Not only were these products not sold at a good price, but there were also countless similar competing products, making it almost impossible for new sellers to successfully break through.

However, a niche brand Birdfy has sensed new business opportunities. With a smart bird feeder, Birdfy has successfully emerged in the popular bird feeder market and made it onto the Amazon category BS list, with monthly sales exceeding one million US dollars.

According to information, Birdfy is affiliated to its parent company Netvue, which has been deeply engaged in the fields of video doorbells and smart surveillance for many years. The experience accumulated by Netvue over the years perfectly empowers Birdfy's products, helping it to quickly stand out from competitors.

After searching on Amazon, it was found that a smart bird feeder priced at $169.98 from Birdfy seemed a bit "out of place" compared to the bird feeders next to it that only cost $20-30.

This product has sold over 300 units in the past month , with 485 reviews and an overall score of 4.5. In the product information section, it is written that this product can be used to observe the situation of birds anytime and anywhere through a mobile phone. The smart camera contained in the product can take pictures of all approaching birds, and users can receive real-time reminders through the mobile phone APP.

Obviously, these functions are inseparable from the parent company's many years of experience in the field of smart monitoring, and these functions happen to hit the biggest pain points of consumers.

As we all know, birds are extremely sensitive to changes in the external environment. The slightest disturbance will alert the birds. Therefore, many bird lovers can only observe from a distance with a telephoto lens or a telescope, but the effect is often unsatisfactory. However, Birdfy's smart bird feeder perfectly solves this problem, meeting the needs of bird watchers to watch birds up close. The automatic shooting function helps users easily capture the wonderful moments of birds.

Since the establishment of the brand, Birdfy has gained many loyal fans in Europe and the United States. In addition to its strong product power, Birdfy's clever marketing strategy is also an important helper for it to "ride the wind and waves" overseas.

Birdfy’s Brand Marketing

Like many DTC brands, Birdfy chose the overseas expansion model of independent website + third-party e-commerce platform from the very beginning. After all, if you want to establish a brand overseas, an independent website is essential.

Going to its official website Birdfy.com, you can see that the recent banner image on the homepage is a Mother's Day promotion, and there is a countdown of only 3 days left at the top to stimulate consumers to place orders.

In order to establish a deeper connection with consumers, Birdfy also detailed on the brand story page of its independent website how the brand was founded and how it grew to its current size, and emphasized that it is a brand that connects technology with nature.

In addition, Birdfy will occasionally publish popular science articles about bird knowledge through the Blog column, and use the News column to publish the latest brand news, such as product award information, brand participation in charity activities, etc. These operations can strengthen the connection between the brand and users.

After all, Birdfy's product unit price is not low, so if you want consumers to pay for it, you must give the product more meaning. Data shows that Birdfy once ranked top 66 in the US bird website, and it is particularly conspicuous among a number of bird-related science websites and hobby exchange sites.

In addition to working hard on the official website, Birdfy's social media marketing is also very eye-catching. After searching, it was found that Birdfy has registered official accounts on platforms such as Facebook, Youtube, Instagram and TikTok.

Take Facebook as an example. Birdfy’s official Facebook account currently has 210,000 followers, and most of its posts have good traffic. A post published by the account 10 hours ago has more than 100 likes and more than 10 reposts, and the content of the post is just a photo of a bird taken by a bird feeder and a simple caption.

A video of feeding a bird posted by the account the day before received more than 700 likes and more than 70 reposts. Although these numbers do not seem as exaggerated as the millions of traffic on TikTok, such traffic on Facebook is already quite good, especially for an official brand account.

In addition to operating the official account, Birdfy also set up a large number of social marketing groups on Facebook, and in this way attracted a large number of bird lovers, who are the potential consumers that the brand wants to focus on developing. Birdfy encourages users in the group to share their own photos or videos of birds, and uses this to increase interaction, so that users can unknowingly draw closer to themselves.

It is with this warm marketing strategy that Birdfy has successfully accumulated a group of loyal users. In the future, Birdfy also plans to continue to widen its moat by developing new products and registering more patents.

Although Birdfy's overseas expansion has been smooth sailing so far, it may still face new challenges in the future. Among them, competitors in the same category may bring the greatest pressure to Birdfy.

At present, the only brand that can compete with Birdfy is Bird Buddy, which raised more than one million US dollars in two hours through a crowdfunding website. The co-founder of the brand believes that the bird market is a "sleeping giant."

This is enough to show that the relevant market still has potential for further development. In the future, more entrants will want to get a piece of the pie, and Birdfy will face greater competitive pressure.

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Bird Watching