When we talk about the international pet market, many may initially think of PetKit. However, since last year, another Chinese brand, Rabea, has managed to make remarkable achievements in the Middle East market. According to reports, its annual revenue is around $5 million.

Although she has not yet achievedPetKit's fame, exploration “Rabea” for the Middle East market and its success in it is worthy interest. In this article, we will look at from several angles how the smart pet brand Rabea has risen in this market.

About Rabea

Founded"Rabea" was founded in 2023 and is a cross-border e-commerce company focusing on the pet products category. The company currently has an online store and stores on various platforms. It has been successful Its strategy Through the online store, it achieved remarkable results in the Middle East market, which quickly made “Rabea” one of the leading brands in this sector in the region.

The “Rabea” team includes a group of professionals who have extensive experience in... Pet supplies industry. The backgrounds of the team members come from global Internet companies Such as BIGO, Alibaba, and Yalla. Many of the team members have experience in the Middle East market, for example, the Operations Manager at Rabei previously worked at BIGO, and the Saudi Region Lead had experiences managing social media and live broadcasting in the Middle East.

Thanks to these backgrounds and experiences, Rabea chose the eastern market mid as its main starting point.

www.rabeadirect.com

Products: Changing pets' lives with technology

Through the “Rabea” website, it can be seen that the brand is entering the pet market via smart devices, integrating technology in the fields of feeding, drinking, housing, transportation, hygiene and playing for pets, to create a warm digital world that brings together pets and their owners via smart devices.

In a previous interview, Rabea's External Business Officer explained that being a team with years of experience in raising pets, the team is fully aware of the needs and pains of pet owners. Therefore, RabeaDirect focused on developing three core products: the feeder, the water fountain, and the self-cleaning liter box, each of which has a distinct position in the market.

• Water fountain for cats: The highest luxury
• Features three water drainage modes: continuous, intermittent, andSensor. Made of stainless steel, 4.5L large capacity, anti-dry burning, low water level reminder, andUsage wireless. All aspects are market standards.
• Smart food dispenser: The most beautiful
• Available in black and white, its three-color ambient lighting and cat ear embellishment makes it the cutest pet feeder on the market. In addition, it is equipped with APP remote control, double-layer seal to prevent moisture and freshness, stainless steel material, anti-grain stuck design and other outstanding features, which also makes it not inferior to other brands in terms of performance.
• Self-cleaning liter box: The most cost effective
• For less than 1000 SAR, this self-cleaning litter box with 68L large capacity, 10L toilet storage box, duct exhaust, APP control, 14 sets of safety sensors, adapts to different cat litters and other essential items and should be A bold move to open the market for self-cleaning cat litter boxes in the Middle East.

Instead of excessively pursuing hot products, Rabea pays more attention to the deep development of existing core products, frequent product updates and continuous technology innovation, and strives to maximize the three main products to cover more diverse demand scenarios. I learned that Rabea updates old products every year and refines product capabilities through innovation in research and development.

Price: Oriented towards the middle and upper market

Rabea targets the pet smart products segment in the mid to high market. Compared to cheap products that lack quality, or high-priced products of international brands, “Rabea” offers an ideal combination of quality and reasonable prices.

For example, Self-cleaning liter box From Rabea it comes with smart exhaust and deodorization systems, a large capacity of 68 litres, multiple induction safety systems (gravity, infrared, radar, etc.), remote app operation and other impressive features. Compared with Petkit, the functions are comparable, but the price is only one-third of that of Petkit. Compared with other brands, the price is only 10% higher. It is the best choice for self-cleaning letterboxes for beginners.

To date, last year's spring sales have reached approximately $5 million, demonstrating that mid- to high-end brand positioning and a pricing strategy that takes into account both performance and price appeal is possible. In the Middle East market.

Channel: Use an online store to develop loyal brand users

Rabea has placed its main battleground in the Middle East from the beginning. The Middle East has a large population and high per capita income, and the unit price for e-commerce customers can reach up to $150. In addition, the Middle East has a large family structure and huge demographic dividend, with a large proportion of families raising pets, and the domestic light industry is relatively backward, which is a great opportunity for Chinese brands to go abroad.

If you want to build a brand, an online store is better Context.

Direct communication with consumers through the website and official accounts on social media. This strategy helps Rabea maintain its brand image and reach consumers directly.

In order to successfully implement the localization strategy in the Middle East market, Rabie not only invested a lot of resources in technology and logistics, but also hired local employees to be responsible for customer service and social media operations.

It is precisely thanks to this advantage that Rabie was able to quickly establish a foothold in the Middle East market.

Marketing: Combining online marketing and field collaboration

Online marketing

According to relevant data, Saudi Arabia has the highest growth rate of social media users in the world, so, if Rabei wants to gain a foothold in the Middle East, local social media marketing is essential.

opened RabeaDirect Official accounts on social media such as TikTok, Snapchat, Instagram, and Facebook, and apply different marketing methods according to the audience tone of the different accounts.

Judging from the data, Rabea's running results on TikTok are very good, it can get more accurate customer traffic and product conversion rates, SimilarWeb data shows that TikTok is the main source of Rabi's traffic on social media, accounting for 96.27%

At the same time, Rabea actively cooperates and promotes with Internet celebrities (famous reps), and cooperates with many pet bloggers who have hundreds of thousands of fans, achieving lasting and far-reaching positive effects of Rabie's brand building.

Field cooperation

Rabea also carries out offline activities and establishes collaborations with local partners to increase brand awareness and reputation. In order to better develop its business in the Middle East market, Rabie has also established close cooperation relationships with local supply chain, logistics, advertising and other partners.

In addition, Rabea has also strongly developed into wholesale business and reached supply cooperation with many well-known local pet supply stores in the Middle East, as online shopping is still in the rapid development stage, developing offline sales is another smart choice. For spring.

Rabea is also interested in rescuing stray pets, and partners with many pet rescue organizations and pet hospitals to provide free smart pet supplies to make pet rescues smoother.

Conclusion

It is not difficult to see from the Rabea brand case that choosing foreign markets is crucial for sellers of various categories, completely following in the footsteps of their predecessors may only lead to They remain shadow of their ancestors. Market selection is also crucial for sellers, and choosing the right overseas market can help an online store get twice the result with half the effort involved in traveling abroad.

Interested readers can browse Rabea's website and perhaps get inspiration from it:

www.rabeadirect.com