Brand Marketing Strategy in “It” Economy

With the vigorous development of the national economy and the improvement of consumption capacity, the pet economy has rapidly emerged as a new focus of the consumer market. Pets are no longer just family companions, but have become an important area of ​​brand marketing. From the fast food industry to the luxury industry, to the technology consumer industry, leading companies in various industries are actively embracing this emerging market, launching pet-related products and services to meet consumers' spiritual needs for emotional healing and companion pets.

With the vigorous development of the national economy and the improvement of consumption capacity, the accelerated pace of modern life has led to an increasing demand for emotional healing and companion pets. With the blessing of this series of factors, the "it" economy has gradually emerged and become a new focus of the consumer market.

Thanks to the increasing awareness of animal protection in China and the improvement of relevant laws and regulations, the public's attitude towards pets is undergoing positive changes. The status of pets in the family and society is constantly improving and they are regarded as an important part of the family.

As a product of consumption upgrading and emotional needs, the pet economy has rapidly risen around the world in recent years, opening up new areas of the consumer market. The role of pets has gone beyond the scope of family companions and expanded to an important area of ​​brand marketing.

Facing the trend of pet economy, leading companies in various industries are actively embracing this emerging market with an innovative attitude. Whether it is fast food giant McDonald's, luxury brand Louis Vuitton, home furnishing brand IKEA, or Apple and Tesla in the field of technology, these industry leaders are adding new vitality and emotional warmth to the lives of pets and humans with unique perspectives and cutting-edge technologies. From smart tracking devices to pet supplies and fashion accessories, these products all reflect the close combination of classic brand elements and the "pet-friendly" life concept, demonstrating the power of innovative thinking.

Through this integration, the brand not only successfully attracted the attention of the target consumer groups, but also established a warm and caring brand image in the minds of consumers, laying a solid foundation for the long-term development of the brand and the consolidation of its market position.

01 Fast food industry: cute pet peripheral strategy

In recent years, the prosperity of the pet economy has also spurred fast food companies to innovate in peripheral products. Brands such as McDonald's and Tustin have seen the increasingly close relationship between modern urbanites and their pets, and have launched creative pet-centric products, ingeniously combining the cute pet economy with brand elements to provide consumers with a novel and interesting consumption experience.

Brand representative cases:

1. McDonald’s

McDonald's has once again "rolled" to a new height in the pet-related track. McMcCat Bed and McMc Walkie-Talkie were snapped up as soon as they were launched. These products not only reflect McDonald's active response to the pet-friendly concept, but also make consumers feel the brand's warmth and care through creative design. The design of the McMcCat Bed is inspired by McDonald's classic packaging, providing a warm and familiar resting space for pets.

Wow! The furry kid is wearing the same mini red hat and walkie-talkie as McDonald’s employees. It feels like he is going to work at McDonald’s in the next second!

Of course, in addition to the cat walkie-talkie, McDonald's also launched the "McDonald's Cat Bed".

Ding ding ding ding~ The McMahon Nest, inspired by McDonald’s classic packaging paper bags and hamburger takeout boxes, is now online!

2. Tustin

Tustin is not willing to lag behind and launched a diamond cat bag that combines the functions of a paper bag and a storage bag. This peripheral is cleverly designed, and the cat doll pendant on the bag mouth adds interactive fun, while the Q version of the brand image pattern on the bag body further enhances the brand's recognition and affinity.

02 Tea Industry: Pet-Friendly Strategy

The marketing strategy of the tea industry is gradually transforming towards pet-friendly services and product integration. Brands such as Starbucks and Bawang Chaji are actively building pet-friendly dining experiences, which not only meets the needs of pet lovers, but also deepens the emotional connection between brands and consumers.

Through these innovative initiatives, the tea brand has successfully integrated pet-friendly culture into its brand concept, providing consumers with a more loving and caring consumption experience, while also laying a solid foundation for the brand's own sustainable development.

Brand representative cases:

1. Starbucks

Starbucks has launched "Paw Puccino" and "No Espresso Americano" designed specifically for pets. These special drinks not only satisfy the taste of pets, but also convey the brand's respect for pets' lives and deep understanding of pet owners' emotions. This innovative product not only reflects Starbucks' attitude towards "pet-friendliness", but also successfully creates a warm and caring brand image, becoming an advocate of modern lifestyle.

(Photo source: Xiaohongshu@Starbucks)

2. Overlord Tea Princess

Bawang Chaji launched its first batch of pet-friendly stores, providing a space for pets and pet owners to interact and enjoy. The stores are specially designed with "cute pet interaction space", providing pet-exclusive services such as fresh drinking water and special pet cream, and equipped with convenient facilities such as hair removers and feces bags to ensure a comfortable experience for pets and pet owners. In addition, the promotion of Bawang Chaji's "Pet-Friendly Month" theme activities and flash events also reflects the brand's practice of the pet-friendly concept and further deepens the emotional connection with consumers.

(Photo source: Xiaohongshu@霸王茶姬)

3. Tea is like its tea

Cha Ru Qi Ming encourages consumers to participate in the "adopt instead of buy" charity event through the "Sunday Adoption Day" event, demonstrating the brand's sense of social responsibility. The pet-friendly facilities in the store design and the cooperation with animal protection organizations not only provide more care for stray animals, but also increase the emotional connection with young consumers, which is helpful for the shaping and dissemination of the brand image.

03 Luxury goods industry: Cute pet high-end customization strategy

In recent years, the high-end luxury industry has set off a new trend of "luxury pampering". Many luxury brands such as Louis Vuitton, Gucci and Tiffany have launched high-end customized series designed specifically for pets, which not only demonstrates their active advocacy of pet-friendly concepts, but also deeply reflects these brands' keen insight into the diversified needs of modern consumers and their forward-looking approach in leading a fashionable lifestyle.

These high-end customized pet products, with their unique design and unparalleled quality, have greatly enriched the quality of life of pets and pet owners, bringing a more refined and enjoyable life experience.

Brand representative case

1. Louis Vuitton

Louis Vuitton's pet couture collection, with its classic monogram pattern and excellent craftsmanship, provides a full range of fashion solutions for pets, from backpacks to clothing. Each piece reflects LV's unremitting pursuit of quality and design, making every trip of the pet a fashionable display.

2. Gucci

Gucci's pet series, with its iconic red and green stripes and GG pattern, combined with modern art elements, creates a living space full of fashion and art for pet owners and their pets. From luxurious pet beds to personalized pet clothing and accessories, Gucci's pet series not only meets the living needs of pets, but also creates a living space full of fashion and art for pet owners and their pets.

3. Dolce & Gabbana

With its exquisite attention to detail, Dolce & Gabbana has launched the "Fefé" perfume named after the beloved dog of brand co-founder Domenico Dolce. This alcohol-free perfume uses natural ingredients to provide a gentle and pleasant aroma for pets. Its unique green lacquered glass bottle, paired with a 24-karat gold-plated dog paw pattern and a bright red bottle cap, not only highlights the brand's sense of luxury, but also reflects the meticulous care for pets.

4. Tiffany & Co.

Tiffany & Co. applies its iconic Tiffany blue and jewelry craftsmanship to its pet products collection, launching exquisite pet bowls and luxurious pet collars. These products are inlaid with high-quality metals and gemstones, integrating the brand's elegance and sophistication into the daily lives of pets, providing pet owners with a new luxury experience.

04 Home furnishing industry: Pet safety and environmental protection strategy

With the rise of the pet economy, leading companies in the home furnishing industry, such as IKEA and MUJI, have also begun to explore this emerging market, launching practical and creative pet-related products, which not only enrich the pet products market, but also provide pet owners with more choices, allowing them to share a more comfortable and personalized living space with their pets.

These home products are designed with special attention to the safety of materials, taking into account the size and habits of pets, to ensure the safety and comfort of pets when using them. It can be said that the pet-oriented design concept not only meets the needs of pet owners for quality pet products, but also reflects their commitment to environmental protection and social responsibility.

Brand representative cases:

1. IKEA

Some time ago, IKEA launched new pet peripherals. These products are innovatively designed and inspired by food, such as salmon collars, meatball head covers, meatball collars and salted fish cat teasers. These products not only imitate the shape of food visually, adding fun to the home, but also use food-grade safety materials in material selection to ensure the safety of pets when using them.

2. MUJI

MUJI's pet series is gradually entering the brand's stores with its iconic minimalist style. Its biggest feature is "same style for people and pets", a concept reflected in the design of products such as pet bean bags, stoneware tableware and pet bags, all of which adopt a design style similar to MUJI's classic styles.

The launch of the pet series not only enriches the brand's product line, but also provides a more harmonious and unified lifestyle for pets and pet owners. By providing a variety of pet products, MUJI has successfully extended the concept of simple life to the pet field and satisfied pet lovers' pursuit of high-quality life.

05 Technology Consumer Industry: Cute Pet Smart Health Strategy

Driven by the pet economy, tech industry giants such as Apple, Tesla and health monitoring device maker Fitbit are demonstrating their deep concern for improving the quality of life of pets through advanced technological solutions.

Compared with other industries, the technology sector focuses more on using cutting-edge technologies to enhance the convenience, intelligence and personalization of pet care. This includes using smart devices for remote pet tracking, real-time health monitoring and personalized pet management, among which data-based management has become the key to improving the quality of pet care.

Brand representative cases:

1. Apple

Apple has launched the DockKit development framework, which allows the iPhone to be transformed into a pet tracking camera. Combined with an electric phone stand, it can capture and track pets when you are not at home. Through the animal posture API, the iPhone can recognize the posture of the pet, such as sitting, standing or seeking food, and automatically track it in a 360° field of view, providing pet owners with an innovative way to monitor their health.

2. Fitbit

Fitbit has expanded its health tracking technology to the pet field and launched the fitbark2 pet health tracker. The device can detect the amount of exercise a pet does in a day and the quality of sleep at night, helping pet owners to keep abreast of their pets' health status. It is worth mentioning that it can also communicate with data from human health monitoring devices, strengthening the connection between pet owners and their pets and enhancing brand loyalty.

3. Tesla

Tesla has developed a "Pet Mode" to provide electric car owners with a caring feature. When the owner needs to leave temporarily, the Pet Mode ensures that the pet is waiting in a comfortable environment. The vehicle's temperature will be maintained at a suitable level, and the vehicle screen will convey information about the pet's safety to the outside world. When the battery level is less than 20%, it will also remind the owner to ensure the safety of the pet.

06 Conclusion

The rise of the pet economy has become a market force that cannot be ignored. It not only inspires brands to enhance product appeal through innovative solutions, but also affects the strategic layout of brand marketing. By analyzing five industries and more than ten brand cases, we can observe how brands cleverly capture the trend of the pet economy, deepen the emotional bond with consumers, successfully establish a friendly brand image, and lay the foundation for the sustainable development of the brand.

As the pet economy continues to develop, more companies will join the brand marketing ranks of the "it" economy and explore more innovative marketing paths to meet consumer expectations.