How NetEase Tiancheng seeded functional pet food with mid-tier creators on Xiaohongshu

From 7 August to 20 October 2024, NetEase Tiancheng ran 79 posts from 77 creators under “网易天成专业再升级” (NetEase Tiancheng: Professionalism Upgraded Again), with video accounting for 32%. Pet drama shorts opened with shedding, tear stains, weight gain or vomiting, while reviews and feeding diaries moved into ingredient explanations. Products were matched to specific needs: 网易天成兔肉猫粮 (NetEase Tiancheng Rabbit Cat Food) for coat care, 网易天成鸭肉梨狗粮 (NetEase Tiancheng Duck and Pear Dog Food) for heat-clearing, and 网易天成烘焙猫粮 (NetEase Tiancheng Baked Cat Food) for sensitive stomachs. Claims such as 87% fresh meat and four coat-care ingredients supplied concrete detail.

The audience was young, value-conscious female pet owners in first- and second-tier cities who follow ingredient labels and pet health. Self-built factory credentials, certification cues, feeding comparisons and buying guides supported the “大厂出品+专业配方+高性价比” (major-manufacturer quality + professional formulas + high value for money) theme. Later posts added Double 11 stocking-up cues and livestream diversion, but stayed focused on product education rather than discounts or an urgent sales CTA.