Promotion Channels For Pet Market

　　 Pet industry As a new industry in China, the current domestic pet food industry system is still not perfect, there is still a long way to go, but within three years, the industry will have a shuffle process. How to use these three years to stand out is a question that all manufacturers must think about, stick to the principle of sustainable development, take the road of market demand differentiation, and use their advantages to choose different channels for intensive cultivation. Channel is king "The idea can stabilize the market.

The pet industry has been developing in the developed countries for more than 100 years. However, the concept of "pets" was introduced in China in the 90s of last century. In 2001, the consumption value of the whole Chinese pet industry was 100 million yuan. By the 08 year data, the consumption of the pet industry has reached 10 billion, of which pet dog and pet cat account for more than 80% of consumption, and it is expected that the pet market in China will reach 40 billion sales in 2012. Pet consumption 3/4 comes from pet food, and pet food is mainly from pet's dry food. At present, foreign brands occupy most of China's market, especially high-end market, such as Switzerland's Nestl and Mars, and Chinese enterprises are also rising, but they occupy the middle and low end market mainly.

How to better occupy High-end market Better brand promotion has become the primary consideration of pet food manufacturers in China. Therefore, the circulation channel of pet food will become the lifeline of China's pet industry.

Looking at the sales channels of pet products in China, they can be divided into four categories: professional channels, agricultural trade channels, business super channels and network channels.

　　 1, professional channels: At present, domestic professional channels include: flower and bird market, pet breeding, pet shop, pet beauty, pet hospital and so on.

This channel, as the main selling channel of pet food, has become a battleground for all manufacturers. However, the high-end market is dominated by foreign brands. Domestic brands mainly occupy the middle and low end market, and manufacturers are fiercely competitive. The brand of an industry is very optimistic for the domestic manufacturers (domestic manufacturers have cheap labor and relatively inexpensive raw materials, etc.), but the overall quality of practitioners in the industry is uneven, which restricts the development of enterprises in the channel. The first step is to introduce professional sales personnel and professional people to do professional things. The second step is to establish credibility, build a professional channel for the whole country, refine the professional channels and adopt a step-by-step strategy; and the third step: pay attention to the promotion of its own brand in this channel (complete and effective market tools), expand the influence of its own brand, take advantage of the market's own brand, take advantage of the market differentiation path, give full play to its advantages, and march into the high-end market. Act as {page_break}

　　 2, agricultural trade channels: Mainly refers to the vegetable market, dry shops, cereals and oils stores, and some small supermarkets.

The market capacity of pet food in this channel is only inferior to that of professional channels. The main demand of this channel is cat food series products. At present, foreign brands and domestic brands are equally divided into the world, foreign brand WIK, dog food and treasure road, domestic brands have treasures, good hosts, love shells and Eyre. To do well in this channel, we need intensive development, make full use of the advantages of agents and give full play to their initiative. The manufacturers in the early stage will greatly assist the agents, reduce staff in the later stage, and rely on agents to maintain the market. Therefore, the first step is: first, business personnel should be complete, and the main requirements for employees are sales experience of fast moving products, hard work and so on. For educational background, sales promoters should be placed in place, and irregular sales promoters should be arranged for some large customers. The second step is to plan the overall plan, reasonable price system, promotion system and standardized visiting route. The third step is to control the time needed for intensive development of agricultural trade channels in the best 3 months, and the best time to develop this channel is from April to July. Remarks: in the early stage of market development, this channel can increase sales promotion efforts and increase business rewards.

　　 3, business super channel: China's pet market has entered a period of rapid growth, especially in some big cities such as Beijing, Shanghai, Guangzhou and Shenzhen. Pet food is increasingly appearing on the shelves of major supermarkets. This is also a trend in the development of pet food channels in China, but at present, apart from a few well-known manufacturers abroad, the domestic manufacturers can not afford to pay the expensive shelves and maintenance costs, so the domestic manufacturers want to do well.

The channel must cooperate with the agents with super channel advantages in each district, and develop the channel slowly. Of course, for the operation mode of the channel, we must learn some mature FMCG industry experience.

　　 4, network channels: Nowadays, the Internet is everywhere. At present, the consumers of pet products are mostly 20-35 years old. Because their tastes are relatively high, many people like to shop online, and the Internet store has the advantage of relatively low cost, no need to press goods and high rate of return on investment. Therefore, the channel should also be used. With the change of people's concept, the channel will become a main sales channel. But the disadvantage is that the price of the product is not easy to control on the network and the selling price is too low, resulting in the confusion of the price system of the manufacturer's products, which easily leads to the antipathy of the entity store and bothers the sustainable promotion of its own brand. For domestic brands, while paying attention to network sales, they should shift their focus to network promotion. Of course, if domestic manufacturers want to own the channel, they can produce a product that is only sold in this channel. At present, relatively mature websites in China: Alibaba, Taobao, dog addiction net, love dog net, etc.