Company Introduction
We study what pets really need in hopes that their daily lives with Hurray will always be "HOORAY!"
Even if it’s a disposable product we use every day, hurray contemplates that how we create the safest and most suitable item for pet’s health
With the slogan "What we need is what they need," Hurray will join you to make your journey with your pet healthier and happier!
Biz News
Walder introduces ‘Hurray’, a hygiene care brand exclusively for pets
As the number of people raising companion animals continues to increase, interest in petconomy (petconomy, pet+economy), which refers to the pet-related market or industry, is also increasing. The number of people raising companion animals in Korea is estimated at approximately 15 million, and the size of the related market is growing rapidly along with changes in perception of companion animals, especially after the emergence of the Petfam family, which considers companion animals like family.
The pet care market is showing rapid growth as the pet population is growing rapidly, but it is still unclear how many products pet owners can truly trust and purchase. As it has grown rapidly, there are quite a few unproven products. In particular, as brands are concentrated on food and clothing, which are popular with pet owners, products such as hygiene products are still used as products used by humans.
< p> Accordingly, Walder introduced 'Hurray', a hygiene care brand exclusively for pets, and established a line of proven hygiene care products through long-term research and development, making Hurray's name imprinted on many pet owners. We met and spoke with Walder CEO Hwang Hye-jin, who said that through these products, she will do her best to help pets escape diseases caused by insufficient hygiene management and live happily and healthily for a longer period of time.
Please introduce the company.
Walder is a pet named Hurray. It is a company that operates a premium safe care brand. As people started raising pets in the past, interest in pet products naturally increased. Among them, hygiene is an issue directly related to health, and I was skeptical about whether there were any products that could be safely used on pets. Accordingly, we started Walder by developing and introducing more proven products.
Our company is comprised of experts in each field who have one thing in common: a love for pets, and we continue to develop and research safe care products optimized for pets. We are developing our business under the belief of creating a world where pets can naturally enjoy the daily life that humans enjoy.
The brand name, Heoray, is an exclamation meaning ‘Hurray’, and is derived from Heo Ray. We are researching what pets truly need with the hope that their daily life with Ray will always be “HURRAY!” Even if it is an everyday product that is used and thrown away every day, we are putting our best effort into thinking about and creating the most optimal products for pets.
·
What are its main businesses and differentiation?
Hurray’s main item is companion animals It is a hygiene care product. In the domestic pet market, there are few companies or brands that specialize in the hygiene care category and produce hygiene care products. Therefore, our product strategy is to generate repurchase through repeated use every day, and even though it isOur motto is to create hygiene care products that can be safely used even if they are used or discarded. Hurray's biggest strength is that it researches and develops ingredients optimized for pets and provides them to pet owners, even in everyday products. In addition, even if it is a product in the existing market, we are establishing a strategy and launching products with the aim of finding points that were not present in the market and creating a unique selling point for Hurray.
A representative example is Hurray's steady-seller and signature item, pet wet tissue melting paper, which minimizes irritation of pet skin, which is thinner and more sensitive than humans, to enable safe and clean care. This is a product made. Made from natural plant-based rayon material, it is less irritating and contains tencel, which has excellent moisture content and absorbency, so it can maintain moisture for a long time. Pet wet wipes are most often used for waste disposal, but sometimes it feels uncomfortable to just throw them in the trash can. Regular wet tissues get clogged when put in the toilet, but melting paper is made of flushable fabric that decomposes under water pressure, so it doesn't clog when thrown down the toilet. In addition, 6-stage purified water is used, and safety is secured through various official tests such as veterinary drug quasi-drugs and derma tests, so it can be used with confidence.
·
In particular, Hurray has been focusing on ESG from the beginning of its launch. We are also developing products that take environmental aspects into consideration so that melting paper can be recycled by simply purchasing refills after use. In addition, there are Mr. Kasavu, a cat litter that blends tofu and cassava fruit in a golden ratio to achieve both coagulation and palatability, and walking supplies developed from biodegradable, eco-friendly materials.
In some ways, this can be seen as a brand strategy, but right now, Hurray believes that it is right to do what we can do well in the eyes of our customers and ourselves. If you have built up awareness and trust with hygiene care products such as wet wipes and litter, but suddenly expand into snacks and harnesses sold by other brands, doubts about your expertise are likely to arise. As the pet population increases, the pet market continues to grow, and when Hurray entered the pet market, there was no keyword for wet wipes specifically for pets. So, there was a lack of awareness among pet owners that they must use products specifically for pets, but now that awareness has completely changed. At the same time, as the size of the pie that Hurray can occupy is increasing, it is believed that focusing on research and development in the hygiene care and skin care fields is Hurray's greatest competitiveness.
·
Through our products, which we have put so much effort into, pet owners can provide their pets with proper and clean hygiene care. As a result, basic diseases in companion animals will be prevented and the life expectancy of companion animals will also increase. Then, the ultimate goal of running this brand is to be able to live with my pets healthily and happily for a longer period of time.
·
In addition, we have internal illustrators. The images of Heoray character IP, 'Lord' and 'Nero' developed by , are being solidified. Of course, product quality should be a priority, but these days, it is difficult to attract customers in their 20s and 30s, Hurray's main target, with product quality alone. So, we are using cute and trendy character IP to become more familiar to customers. In addition to simply using the character IP for product packaging, etc., we also plan to use Rod and Nero to present content that informs pet owners about common sense and methods for pet care.
< /p>
What are your future goals?
Although we launched Hurray in Korea, we have strong pride and confidence in our products. In the future, we will focus on becoming a global brand. The ultimate goal is to create a global representative pet care brand by starting from Asia and expanding into North America and Europe. The primary goal is to make it easy for customers to trust and use Hurray products when they hear the three letters of the word Hurray. A sense of trust so thatWe will build it up solidly.
Currently, Hurray is preparing to launch a new line. We would like to introduce a highly functional skin care product line through the ‘Hurray Pro’ line, which researches, develops and provides more professional and safe care products for our precious pets. We are also accelerating the development of pet nutrients and health functional foods through joint development with internal experts specialized in the medical field and veterinary experts.
·
In addition, Hurray is a company. Since its establishment, it has been carrying out a customer-participatory animal protection campaign to support neglected animals. Following the 'Let's Work Together' campaign, which helps improve the welfare and awareness of retired special-purpose dogs, the 'Let's Hands Together' campaign, which presents a clean and healthy daily life to abandoned animals in need of hygiene care, is also underway. The meaning is more meaningful as it is a campaign that is carried out with the participation of numerous pet family members, rather than a one-way message delivered by a company. Hurray wants to work harder so that abandoned animals can meet new families in a clean and healthy manner.
Copyright © Economic News Unauthorized reproduction and redistribution prohibited
