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PITCH
Leveraging WeChat’s wide reach, Meowcard is the latest cat lovers’ community to go viral in China; eyes other cat-related markets, e.g., insurance, healthcare, food.
WHY?

More cat lovers

Feline worship online is becoming increasingly popular among Chinese youth, especially in recent years.

New WeChat innovation

WeChat’s mini programs are offering users more creative ways to socialize and retail options.

MARKET

50 million

Estimated number of cat-owners in China.

China is the world’s third-largest pet market, worth some RMB 50 billion and growing 30% annually. About 70% of pet owners are aged 35 and below.

PRODUCT
Virtual cat-rearing and cat-lovers’ community WeChat mini program*. Cat owners can create a virtual ID card for their cats; upload cat photos, keep growth logs and share the information to their WeChat friends. Other users feed the cats with virtual food, which can be traded for real cat food. *Small

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Virtual cat-rearing and cat-lovers’ community WeChat mini program*. Cat owners can create a virtual ID card for their cats; upload cat photos, keep growth logs and share the information to their WeChat friends. Other users feed the cats with virtual food, which can be traded for real cat food. *Small mobile apps (of under 10MB) that can be downloaded and run within WeChat
BUSINESS MODEL
Taking advantage of the low cost of creating and maintaining a WeChat mini program, Meowcard runs a community where cat-owners share photos of their pets and cat-lovers observe and feed them with virtual food. Meowcard wants to add more PGC content and is exploring e-commerce options as well.

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N.A.

TIMELINE

  • Launch
  • Growth
  • Recent Developments
  • Future Plans
  • 2017 - Launch of Meowcard by a team of four cat lovers.

    Read in detail:

    The launch

    December, launch of Meowcard online, after three months of product design .

    ● Team of four, made up of the founder’s friends and colleagues – all cat lovers.


  • 2018 - Meowcard went viral with 20 million page views in two weeks, raised seed funding from Matrix Partners and Vertex Ventures.

    Read in detail:

    Expansion
    January, in less than two weeks since its launch, Meowcard attracted more than 700,000 users and 20 million page views. Over 200,000 virtual ID cards were also registered.
    Fundings

    February, received seed funding from Matrix Partners China and Vertex Ventures China.

    ● Funds to go toward product development, hiring, expansion and animal rescue.


  • Recent Developments

    Meowcard has 1.6 million registered users, 310,000 virtual cat ID cards and over 80 million page views. Most of its users are from the Tier-1 cities and the prosperous Zhejiang and Jiangsu provinces; about 70% of them are aged between 18 to 29; and 60% are women. Meowcard has seen 10 iterations to date  and added video sharing features. It has also added more PGC content, such as popular science articles. 

    Meowcard is run by a team of four, including the founder and CEO Larry Wang. Apart from Wang, the other team members were born in the 1980s, and each of them has more than a decade of related professional experience.



  • Future Plans
    Expects to reach 10 million users in the first half of 2018. 
    To add features such as cat insurance and health records.
    Continue to focus on running the cat-culture community, and be open to other pet options.
    To add e-commerce and veterinary care options. It also plans to build its own brand of cat food and cat toys.  

Updated: 02/2018

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