不做爆品，只做专业：凯锐思的“错位竞争”逻辑 | 对谈CEO

Core Insights - The article discusses the unique business strategy of the pet food brand "KaiRuiSi," which focuses on a multi-SKU approach rather than creating blockbuster products, targeting a broad market of pet owners through scientific pet care concepts [1][2]. Group 1: Business Strategy - KaiRuiSi was founded in 2017, during a time when the pet industry was perceived to have no significant growth opportunities, as market saturation in traditional channels was evident [2][5]. - The brand's strategy is to penetrate the market through a refined approach, focusing on specific pet breeds and life stages, rather than attempting to occupy a vacant market space [6][9]. - The initial product launch in October 2017 saw sales increase from 2,000 to 10,000 yuan per day, indicating a successful market entry and growing acceptance of the "specialized pet food" concept [9]. Group 2: Market Positioning - The brand's success is attributed to its ability to address the mismatch between positioning and pricing, allowing it to gain consumer trust and drive sales despite being a new entrant in a competitive market [9][10]. - KaiRuiSi's approach to pricing is aimed at lowering decision-making barriers for consumers, which is crucial in a market where changing pet food is a high-cost decision [9][12]. Group 3: Content Marketing - Content marketing is identified as a critical component for building brand trust and facilitating consumer understanding of the products, especially in a fragmented media landscape [12][19]. - The company employs a structured product model to align content with user needs, ensuring that marketing efforts resonate with target audiences [13][17]. - Recent collaborations with content analysis firms have helped KaiRuiSi identify effective communication strategies on platforms like Douyin, enhancing engagement with potential customers [17][18].