The first wave of results from the Double 11 shopping festival has been released, with Tmall’s Fast-Moving Consumer Goods division and Alibaba Data unveiling the pet industry’s FAST rankings. This report offers brands a critical evaluation of their consumer engagement strategies, serving as both a benchmark for performance and a guide to refining marketing approaches.
The FAST Index: A Comprehensive Measure of Consumer Engagement
The Consumer Engagement Health Brand Rankings are based on the FAST index, which assesses brands across four key dimensions:
- F (Fan): Total addressable audience size, reflecting a brand’s potential for growth.
- A (Advocacy): Relationship deepening rate, measuring how effectively a brand builds trust and engagement with consumers.
- S (Subscription): Total membership base, representing loyal customers who drive sustained growth.
- T (Transaction): Member activity rate, indicating purchasing intent and spending power.
Top 10 Brands: Strategies for Success
The overall FAST rankings highlight leading brands in each category:
- F (Fan): Kairis, Myfoodie, Royal Canin, Bridge, HOOPET, Whiskas, Youyu, Crazy Dog, Sheba, Wanpy.
- A (Advocacy): Partner in Pet, pidan, Crazy Dog, Dóu Chái, Born Free, Bile, Newton, Gaoyejia, VetriScience, PETKIT.
- S (Subscription): Myfoodie, Royal Canin, Kairis, PETKIT, Boqii, Frontline, Jinduole, Navarch, VetriScience, Pro Plan.
- T (Transaction): pidan, Lorde, SYNE, Lilong, Born Free, Newton, Bile, Remigo, Purina, Mades.
These brands excel in their respective areas, offering valuable lessons for competitors. For instance, Myfoodie and Royal Canin lead in membership size, showcasing strong loyalty programs, while pidan dominates in member activity, demonstrating high customer retention.
Targeted Audience Insights: Precision Marketing
The report further breaks down performance across four key consumer segments—Gen Z, Affluent Mothers, Small-Town Youth, and Young Professionals—revealing distinct preferences:
- Gen Z: Kairis, Myfoodie, and Royal Canin top the F ranking, while pidan leads in member activity.
- Affluent Mothers: Partner in Pet and Gaoyejia excel in relationship-building, while Royal Canin maintains a strong membership base.
- Small-Town Youth: pidan and Crazy Dog show high engagement, with Kairis and Myfoodie dominating audience reach.
- Young Professionals: Similar to Affluent Mothers, Partner in Pet and Gaoyejia perform well in advocacy, while pidan again leads in transaction activity.
Growth Strategies: Data-Driven Optimization
The FAST rankings provide actionable insights for brands aiming to enhance their market position:
- Expand reach: Leverage diverse marketing channels to attract new customers.
- Deepen engagement: Foster trust through interactive campaigns and personalized communication.
- Grow memberships: Enhance loyalty programs to convert casual buyers into repeat customers.
- Boost activity: Deliver superior products and services to maintain high purchase frequency.
- Segment audiences: Tailor strategies to the unique preferences of each demographic group.
In the competitive pet industry, brands that leverage these insights stand to gain a significant edge during key shopping events like Double 11. The FAST rankings serve as a vital tool for unlocking sustainable growth.