蓝氏LEGENDSANDY品牌拆解

Industry Overview - The pet food and supplies industry, specifically the full-price cat food segment, has shown steady growth with a rising visitor index from November 2022 to November 2023 [12] - Among the subcategories of full-price cat food, cat prescription food experienced the fastest year-on-year growth, while cat expanded food remains the largest subcategory [14] - The cat expanded food subcategory saw a slight increase in transaction and visitor indices during major sales events like "618" and "Double 11" but remained stable during regular sales periods [17] Brand Analysis: LEGENDSANDY - LEGENDSANDY is a leading domestic brand in the pet food industry, focusing on combining scientific formulas with natural ingredients to provide optimal nutrition for pets [6] - The brand has a strong presence in the full-price cat food market, particularly in the expanded food subcategory, and has consistently ranked in the top 10 brands from June to November 2023 [20] - LEGENDSANDY's ranking in the cat expanded food subcategory has shown an upward trend, rising from 20th in December 2022 to 2nd in October 2023 [22] Market Performance - LEGENDSANDY's flagship store on Taobao achieved a GMV of 259 million RMB from January to November 2023, with a significant increase in transaction volume and visitor numbers compared to the previous year [28] - The brand's top-selling products are primarily in the cat expanded food category, with the "Hunting Bird Pigeon" series contributing 74.69% of the store's total sales in November 2023 [38] - On Douyin, LEGENDSANDY's sales grew rapidly, increasing from 5-7.5 million RMB in December 2022 to 10-25 million RMB in November 2023, with a focus on live streaming and video content [69] Consumer Insights - LEGENDSANDY's target audience overlaps significantly with the broader cat expanded food industry, primarily consisting of young females aged 18-29 in first-tier and new first-tier cities [26] - The brand's younger audience (18-24 years old) accounts for 42.81% of its customer base, indicating strong appeal among younger consumers [26] - On Douyin, the brand's audience is predominantly female (72%), with a focus on the 18-30 age group, particularly in provinces like Guangdong, Jiangsu, and Zhejiang [73] Marketing and Distribution - LEGENDSANDY primarily operates through self-owned channels, with self-operated sales accounting for an average of 87.45% from November 2022 to November 2023 [32] - The brand's flagship store on Taobao focuses heavily on cat expanded food, which accounted for an average of 78.69% of sales from June to November 2023 [34] - On Douyin, LEGENDSANDY's live streaming channels dominate, with self-broadcasting accounting for an average of 76.31% of sales, while collaborations with influencers have been increasing [71] Social Media Strategy - LEGENDSANDY's social media strategy is centered around Douyin for live streaming and Xiaohongshu for brand promotion, with a focus on engaging content and influencer collaborations [62] - On Xiaohongshu, the brand's related notes increased from 416 in December 2022 to 1,340 in November 2023, with a significant focus on cat-related content and product recommendations [82] - The brand's Douyin accounts, "LEGENDSANDY Official Flagship Store" and "LEGENDSANDY Pet Food Flagship Store," focus on product promotions, pet health knowledge, and brand activities [65][66][68] Product Performance - LEGENDSANDY's top-selling product across both Taobao and Douyin is the "Hunting Bird Pigeon Full-Price Raw Meat Freeze-Dried Cat Food 1.5kg*4," which is a best-seller in both platforms [78] - On Taobao, the "Hunting Bird Pigeon" series contributed 50.55% of the store's total sales in November 2023, with a monthly sales volume exceeding 200,000 units [38] - On Douyin, the same product is offered with more free gifts and at a lower price compared to Taobao, reflecting the platform's competitive pricing strategy [79]