Pidan, established for five years targeting the cat food and toys market, sells more than 100 million yuan a year on Tmall. Its second-year sales already reached 50 million yuan.
How did they achieve that?
Pidan products
The most expensive cat litter box
Ma Wenfei, the founder of Pidan, is 31 years old and may be the most "rebellious" person in the industry.
In 2016, Pidan's first litter box "Igloo" won the German Red Dot Design Award and is ready to launch on the market.
Ma Wenfei decided to sell it for 365 yuan. The price was very expensive. At that time, domestic cat litter boxes in China were usually sold for less than 100 yuan while the imported brands were mostly one or two hundred yuan.
Ma Wenfei has his own ideas. What Pidan is doing is a premium pet brand. The price is to tell consumers the value of the brand. He won the bet. "Igloo" earned enough discussions online and eyeballs as soon...
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