2024年instinct天然百利品牌拆解报告

Company Overview - Instinct Natural Balance is a subsidiary of Nature's Variety Inc, focusing on the sales and operations of its brands in Greater China [4] - The brand was previously known as "Raw Instinct" and rebranded to "Natural Balance" to better align with its current positioning and appeal to Chinese pet owners [4] - The company is committed to redefining pet food through raw nutrition, aiming to improve the health and longevity of pets [4] Brand Development - Nature's Variety established its first production line in Lincoln, Nebraska in 2001 [5] - In 2006, "Instinct" was launched as one of the world's first grain-free natural pet foods [5] - In 2012, the brand introduced the "Raw Boost" series, revolutionizing dry pet food feeding habits [5] - By 2021-2022, the company became the only pet food company in North America to receive an SQF Excellent rating [5] Product Philosophy - The brand emphasizes raw, natural, and minimally processed ingredients, believing that raw nutrition is the most natural and beneficial for pets [7][11] - The product line includes raw frozen meat, freeze-dried raw, dry food, and wet food, catering to various pet dietary needs [5] - The brand uses HPP (High-Pressure Processing) technology to maintain the nutritional integrity of its raw ingredients [5] Product Lines - Instinct Natural Balance: Focuses on high meat content and grain-free formulas, offering premium raw freeze-dried options like Raw Boost [13] - Be Natural: Combines pure meat with whole grains and fruits, targeting pet owners who seek balanced nutrition without completely eliminating grains [14] - Classic Grain-Free Series: Features 70% real animal ingredients, 30% vegetables and fruits, and 0% grains, gluten, corn, or potatoes [18] Market Positioning - Instinct Natural Balance positions itself in the high-end market, with products priced above 300 RMB, making it a top-tier brand in the industry [19][23] - The brand's average transaction price is 387.54 RMB, significantly higher than the industry average [23] Sales Performance - In 2024, the brand's top-selling products on Tmall include the Grain-Free Chicken High-Protein Freeze-Dried Cat Food, with sales exceeding 200,000 units [24] - During the Double 11 promotion in 2024, sales increased by 311.31% compared to the previous period [26] - The brand's Tmall store saw steady growth in monthly visitors and sales from November 2023 to November 2024 [29] Social Media and E-commerce - On Douyin, Instinct Natural Balance primarily uses live streaming for sales, with official brand accounts leading in sales volume [40][53] - The brand's Douyin accounts have a combined following of over 2.8 million, with the official flagship store generating 108.4 million RMB in sales in November 2024 [54] - On Xiaohongshu, the brand has 715 notes with an estimated 3.44 million views, focusing on content marketing and user engagement [41] Competitive Landscape - In 2024Q2 to Q3, the pet food industry experienced a price reduction trend, with Instinct Natural Balance maintaining a high average transaction price of 237.46 RMB, significantly higher than competitors like Myfoodie (80.42 RMB) and Orijen (516.09 RMB) [35]