伯纳天纯 Pure and Natural

宠物食品创新商业模式打造 Innovating new business model for pet food category
伯纳天纯 Pure and Natural

伯纳天纯


战略协作加速成长型品牌的量级跃升

从产品品牌到头部宠物集团的转型升级

 

伯纳天纯是国内中高端宠物食品的领先品牌,也是国内天然无谷粮的倡导者。

 

伯纳天纯至今累计销售成绩主要是依靠渠道的建设,其本身缺乏品牌力且没有系统的品牌策略。但伯纳天纯也希望完成品牌布局,成为品牌驱动的头部宠物品牌。同时宠物行业正在经历巨变与整合,大盘增长放缓,伯纳天纯如何在高速增长的赛道上找到第二条增长曲线并长远布局未来?

 

“成长型品牌要找到第二条增长曲线不在一朝一夕,而是要完成从产品品牌到头部企业的战略转型,要对消费趋势有超前判断,对品牌有长远布局。”

 

作为陪伴品牌长期增长的智囊团,Ylab在诊断伯纳天纯在产品和渠道这两个有效增长推力已经接近极限的情况下,提出了将品牌作为下一个增长推动力。与此同时为重新定义增长点和用户需求点,Ylab开展了全中国的大型消费者定性和定量研究,深入洞悉各线城市不同细分市场的宠物需求及痛点。同时,Ylab研究前沿创新商业模式,解码宠物食品行业的未来趋势以及终局图景,规划设计集团品牌的愿景和到达路径。根据双方的规划,Ylab会定期分享和探讨行业前瞻性趋势、消费者洞察、商业模式9和产品创新思路与洞察。


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Ylab是陪伴品牌长期成长的智囊团,助力品牌转型及长远布局。


Pure and Natural

Guide brand growth from 10 to 1000 through long-term partnership

Transformation from product brand to a leading pet food group


Pure and Natural is a leading Chinese high-end pet food brand belongs to Enova group. And the pioneer and leader in natural grain-free pet food category in China.


Pure and Natural wants to complete the brand layout and becomes a brand-driven leading pet brand. However, up to now, the cumulative sales performance of Pure and Natural mainly depends on the construction of channels. Its brand power is weak and the systematic brand strategy has yet been made. At the same time, the pet industry is undergoing tremendous evolution, and the growth of the market is slowing down. To find second growth curves for the brand is a key challenge. 


“To strategically transform from a product brand to a leading enterprise, it requires understanding and forward thinking towards market and consumer trends as well as long-term plan of the brand.”


As the brand think tank and partner that ensures brand’s long-term growth, Ylab diagnosed that two growth driver, products and channels, have reached their limitations. And Ylab proposed to  build “brand” as the next one. Then Ylab carried out a national consumer research, decoding consumer needs and identifying growth opportunity, and built the brand portfolio for the group. Meanwhile, Ylab provided analysis and insights on business model and product innovation and planed group and brands roadmap.


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