Catlink is one of the new cat world brands, a smart pet hardware brand that provides the ultimate smart and healthy life for cat owners.

Founded in 2017, after two years of precipitation, in August 2019, the Catlink pet smart product series was launched. Its main products include AI voice smart cat litter box, smart feeder and smart water dispenser. They hope to use intelligent products to solve the problem of cats' eating, drinking and laxity, and at the same time monitor the cat's health, so as to make raising cats easier and bring cat owners the ultimate cat-raising life.

During the 618 event, the pre-sale of Catlink opened for 2 hours, and the booking volume exceeded the entire period of last year’s 618 pre-sale. It ranked firmly among the top 1 brands of smart products and the top 2 of pet cutting-edge brand products; the sales volume within 3 days of a good start exceeded the whole month of June last year; GMV exceeded 300 The pre-sale of its smart cat litter box exceeded 1,000 units; the repurchase rate of Martian stone cat litter increased, and the sales volume of cat litter on the first day of the good start exceeded last year's Double Eleven.
Catlink has completed 618 goals as expected, and occupies the first place in the ranking of Tmall in the same field. In recent years, the pet hardware market has expanded rapidly, and entrepreneurial projects and emerging products have sprung up. How does Catlink stand out from its peers?

"Cat household experience" is more important than user experience
According to the "White Paper on the Pet Industry in 2020", the number of dogs and cats in urban areas nationwide in 2020 will increase by 1.7% compared with 2019, the number of dogs will decrease by 5.1% compared with 2019, and the number of cats will increase by 10.2% compared with 2019. The main reason for the large increase That is, the cost of raising pet cats is lower, and the owner needs to spend less energy and time.

What followed was an increase in the size of the cat consumption market. Compared with the shrinking size of the dog market, the cat consumption market increased by 13.3% in 2020, reaching 88.4 billion yuan.

Although the proportion of smart pet products in the entire pet consumption market is still relatively small, around 16%; however, according to data from Taobao and Tmall, the sales growth of smart pet products during Double Eleven in 2020 has reached an astonishing 1,000% .

With the rapid development of the smart pet products market, the quality of products is uneven, and price wars have begun, and the flaws of smart products that are not smart have gradually emerged: seeking convenience, time and energy-saving smart pet products "charged" and "explosive" , "Cat stuck" and "Food stuck" problems are not uncommon.

Whether the brand can really realize that more and more owners regard their pets as their children and relatives, take the safety and health of pets as the starting point, and then develop products from the perspective of owners seeking convenience, will become the difference in the smart pet market An important indicator of brand quality.

The founder of Catlink also believes that in China's huge pet products market today, there is no standardized quality standard, and the production process is also uneven, and even some shit shovel officers lack knowledge: "The entire pet life in China is very short. Everyone’s awareness of pet health has not yet been cultivated, so how can we slow down and prevent the health problems of pet cats in the next 2-3 years?”

Taking male cats as an example, most adult male cats will have urinary system problems such as hematuria, urinary tract crystallization, and anuria due to physiological stenosis of the upper urethra and felines’ natural dislike of drinking water. If left untreated, cats in severe cases can develop kidney failure and even die.

At present, most of the pet owners who are born in the 1980s and 1990s are young people who live in first-tier cities, have a nine-to-five job and have a certain purchasing power. When they find out that their cats have health problems, it is often too late.

As the best-selling product of this year's 618 event, it is also the AI voice smart cat litter box of Catlink's mental products. It once helped a cat owner who raised 18 cats find himself in time through the functions of multi-cat recognition and real-time data monitoring. One of the cats had a serious urinary retention problem, and the cat's pain was relieved by seeking medical treatment as soon as possible, and the owner did not need to pay high pet medical expenses and more energy.

App intelligent control, automatic excrement shoveling, efficient cleaning, sealed deodorization and anti-jamming system are the most common functions of all smart cat litter boxes on the market. These intelligent functions are to help excrement shovelers free their hands, but sometimes they forget to actually use them The protagonist of the litter box is actually the cat.

"catlink has always been thinking about products from the perspective of cats, to polish products, and hope that our products can monitor the health of cats, which is our original intention." Catlink's founder added. In conjunction with the other two products under the brand: automatic drinking fountains and automatic feeders, Catlink wants to create a cat intelligent ecological health monitoring system, from eating and drinking to excretion, forming a complete and comprehensive intelligent monitoring closed loop. Especially for the "multi-cat families" that are growing year by year, the multi-cat recognition function can realize the data monitoring of each cat in the home.

Compared with smart cat litter boxes, the market for automatic water dispensers and feeders is becoming more mature. What are the advantages of these two Catlink products over similar competing products?

Inspired by the "one-person food" of Ichiran Ramen in Japan, Catlink's automatic feeder focuses on "one-cat food". It realizes accurate and quantitative feeding by identifying the tags worn by cats. Cats line up to eat and detect the amount of food in time to confirm whether they need it Supplementary food for individual cats, starting from controlling food intake to ensure the health of cats.

In terms of water dispensers, Catlink applied the human water filter technology to pet products for the first time to ensure that it not only filters out hair and impurities, but also softens the water quality to ensure healthy water for cats, and records the amount and time of drinking water for each cat. , so that the owner can help the cat replenish water in time through other means.

In terms of materials, both products use ceramic materials that are rare among similar competing products on the market. They have higher appearance, are not easy to knock over, and are easier to clean. In the early days of Catlink’s establishment, the team’s idea was very simple. It was to create a “cat network” that could connect humans and cats. Now it is more focused on the health and safety of cats. If you spend one more day with the owner, the connection between cats and humans will be one more day.

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Create a "young people's pet brand" with private domain
A major feature of the pet industry on Tmall 618 this year is that the pet category has risen to the first-level category, and it has a pet category day for the first time.

In the early stage of 618, Catlink conducted a consumer survey on users. The user portraits are mainly female, with a male to female ratio of about 3:7, and the age group is 26-35 years old. The main users are distributed in first-tier cities such as Beijing, Shanghai, Guangzhou and Shenzhen, including Shanghai and Beijing. The city has the most users.

After investigation, it is found that most users position Catlink as a high-end brand and a pet product company with technological attributes; its products are also the most technical among similar competing products, which is very in line with the brand team’s ten years of experience in the smart product industry In-depth understanding of technology and market.

According to the social media preferences of post-80s and post-95s, which are the main consumer groups, Catlink mainly chose channels such as Xiaohongshu and Douyin, which are more widely used by target consumer groups, to launch content that does not have a strong sense of advertising, mainly based on real users. Express personal experience to impress and attract potential users.

In terms of internal usage data, the number of users using the Catlink app has reached 70,000, and the number of global devices is nearly 80,000. Private domain marketing and community operation Catlink achieves more precise delivery, giving old customers exclusive benefits to enhance the brand honor of old users, old users recommending new users and new users to enjoy benefits and other ways to increase user stickiness.

Got it here: pethuhou.com
Since consumers in this age group are more accepting of electronic consumption and smart products, this year Catlink will mainly focus on online channels, especially the two platforms of Tmall and JD. In the second half of the year, it will promote commercial districts in first-tier cities Offline display at a nearby pet store.

The explosive experience of the AI voice cat litter box can be replicated to a certain extent. In terms of Catlink's own long-term goal in the future, it always puts the health and safety of pets and the service experience of the product first.