More than 60 million shovel excrement officials, can they hold a spring of domestic staple food?

writing | Mantis observation

author | Tulin

Tiktok's recent fire 「 Maomaojiao 」、「 Dogs teach 」, It is setting off a new wave of pet drying .

Related topics , All the excrement shoveling officials have put out cute photos of their masters . Yes 「 Good deed 」 Of netizens even brought the rice circle into the comment area , Cat and dog teach , Each has its own fans .

Behind the phenomenal upsurge of cute pets , The pet food track closely related to them is also accelerating .

data display ,2021 Double eleven , The sales growth of tmall pet food and supplies exceeded 100%. meanwhile ,「 Zhiyan Consulting 」 Published industry reports show , At present , The market scale of China's pet food industry has reached 1337 One hundred million yuan , And hopefully 2025 reach 2417 One hundred million yuan .

At the moment , The trend of confidence in domestic products is booming , In addition, the sales of imported staple grains are affected due to the epidemic control , It is the best time for domestic brands to overtake in the corner . It's just , Can national brands really seize this opportunity ？

This paper mainly discusses the following two problems ：

1. In the 100 billion pet food market , Why has the staple food become a fragrant pastry ？

2. The new era of domestic products , Is there a big chance for domestic staple food brands to break through ？

01. Capital is hot , Staple food is more 「 sweet 」？

The rapid expansion of pet food market , It is closely related to the growth of the number of pet breeders in China .

According to the latest available data , The number of pet dogs and cats in cities and towns in China has exceeded 6000 ten thousand , The number of dogs and cats has already broken through 1 One hundred million only .

pet food , According to the general category , It can be divided into PET staple food 、 Pet snacks and pet health products . And as the hard needs of the masters in the growth process , PET staple food is a kind of food most concerned by pet breeders .

A track with strong market demand , There has always been no shortage of capital .「 Mantis observation 」 be aware , Pet food brands favored by capital in recent years , Its businesses basically focus on staple food or cover staple food .

This month, , Shuaike pets focusing on the production of high-quality pet staple food , Get another round of financing , It is said that it has been invested by Ningde times ;4 In the middle of the month, tens of millions were obtained A+ Round financing of douchai pet , The first is to cut into the market from the main grain category ; Earlier , The PET staple food brand gaoyejia has also been completed A Round of funding , Led by Jinding capital , Zhonghui Capital Co., Ltd .

The surge in consumer demand and the popularity of capital , It has added another fire to the staple food market , New entrants followed . There are even cross-border players .

Following three squirrels 2020 The pet food brand was launched in 「 I have a baby 」 after , In recent days, , According to China Securities News , 100 billion dairy giant Yili , It has also entered the pet food market , The brand name is 「one on one」, It mainly promotes customized pet food .

Staple food brands are flocking into , It is certainly good for the development and upgrading of the whole domestic staple grain market , But for brands , Want to get the excrement shoveling officials pick Even harder .

according to 「 Zhiyan Consulting 」 Division of PET staple food development stages , Can be divided into 1.0 Leftovers 、2.0 Pet food 、3.0 Natural food and 4.0 Four stages of functional food . At present, China is basically in 2.0 Pet food stage , positive 3.0 Nature grain stage development .

without doubt , Mainly normal grain 2.0 Stage , Gather the most players , And that's why , Brands need to improve consumer awareness through differentiation .

As just mentioned one on one, Choose to break the concept of standardized spoiled grain in mass production on the market , Focus on dogs 、 Individual differences in cats , To provide with AI Algorithm as the core of the scheme type customized products .

And the natural food represented by PET freeze-drying , Although it has not yet become the mainstream of consumption , But it is also due to the increased awareness of scientific feeding among the excrement shoveling officials , It is becoming a new pastry .

data display , Past year , The growth rate of pet freeze-drying in tmall global exceeded that of 100%. also , Pet freeze-drying has also been selected as one of the top ten fastest growing brands of tmall 「 new 」 trend .

Stand on the demand side , The reason why freeze-dried pets are favored quickly , Because compared with other staple foods , With multiple advantages ： Compared with normal grain , It is more reassuring to the excrement shoveling officer in terms of nutrients and food materials ; Compared with raw flesh and blood , It is more convenient to feed and store 「 cat owner 」 worry . in addition , Freeze drying also helps the owners to grind and clean their teeth .

so , At the pet freeze-drying track , There are also endless 、 Suoshi and other well-known national brands . The former relies on high quality and strict quality control , It has repeatedly appeared in the recommendation list of many well-known pet food evaluation bloggers . The latter is a young brand , A rare person is willing to spend a lot of time polishing products , The original ecological freeze-dried pet grain developed by the company , Human beings can also eat .

Of course , The reason why PET staple food can attract brands ,「 Money in 」 Observability is also a key factor that cannot be ignored .

Take ah Fei and buddy, who are in the limelight recently, for example , It started as a pet snack , But sales soon stagnated 200 All around , Until the brand is 2019 Transition to staple food in .2021 year , The annual revenue of a Fei and buddy has exceeded 2 One hundred million yuan .

Based on the fact that the pet group is still growing ,「 Mantis observation 」 expect , The PET staple food track is expected to continue to be favored by both brands and capital .

02. National brand breakthrough , There are many hurdles

It is worth noting that , PET staple food 「 Money in 」 Is good , Brand wants 「 Take it 」 But it's not easy , Especially the national brand .

indeed , Frequently overturn in imported grain 、 At present, domestic products are once again popular , The national brand pet staple food has obtained greater breakthrough opportunities . But the specialty of the track where the PET staple food is located , It also determines that this breakthrough road is doomed not to be easy .

Take it a step further , The national brand staple food wants to overtake in a curve , Regain home court advantage in the domestic market , There are not many problems in front of us .

The first is the problem that it is difficult to reverse the consumer mentality .

The consumer mentality here has changed , In fact, it can be divided into two dimensions ： From trusting the imported brands to being willing to try to reverse the national brands 、 From willing to try national brand to stable purchase of national brand . And behind this , The essence is related to consumer trust in brand building .

With longing 、 Imported brands represented by Baili and pinnacle , The reason why it has been praised on the altar in the domestic staple food market for a long time , And they entered the domestic market earlier , It has a lot to do with occupying the consumer mind ahead of time . for example , Weijia, a famous brand, has been around for a long time 1996 Has entered the Chinese market since .

For the pampering people , In order to avoid the potential disease risk caused by frequent food change , On the one hand, they do not frequently change the main grain brands , On the other hand, it will give priority to brands that have already been recognized by the market , That is, imported brands .

「DT Finance and economics, 」 released 《2021 Pampering youth report 》 Show , When buying pet food , Pet breeders care more about ingredients and word of mouth .

And even if it is a brand that has been well-known in the excrement shoveling official , It is also because of the physical differences among pets , You can't satisfy every excrement shoveling officer you buy . For example, in the review area of the food tracking tmall store , The existing excrement shoveling officer said 「 Dogs love to eat 」, Some officials also said 「 The cat doesn't even smell 」.

And that's why , Different from Hongxing Erke in the clothing industry , It is difficult for the pet group to control the rations of their masters 「 Wild consumption 」. In other words , Although both are national brands , However, the national brand of PET staple food often requires more time and energy to build and maintain consumer trust .

Another constraint is weak industry supervision and slow implementation .

Comparison 1866 Years and 1946 The United States and Japan, which have established the small animal protection association since ,1992 The year was established. 「 China Small Animal Protection Association 」 The China , It's obviously a little late .

And even in 2018-2019 year , China has successively introduced 《 Management measures for pet feed 》《 Pet feed labeling regulations 》《 Hygienic regulations on pet feed 》 A series of normative documents , But according to the relevant personages in the industry , The legal binding force of such normative documents is not enough , The highest 5 The fine of 10000 yuan makes the illegal cost of the enterprise not high , Some bad businesses still have an opportunity to take advantage of .

The good news is , Some brands have begun to have 「 Later generations live in 」 situational .

This point , From the reputation of the brands that are most concerned by the pampering people , You can see that . For example, the above-mentioned endless , It has appeared many times in “ Diagonally opposite Lao Yang ” And other well-known pet food evaluation bloggers . According to the feedback from the purchased users , Its public praise is not lost to food rations , There is even a faint tendency to surpass .

And the trust for national brand is not high 、 The slow implementation of supervision , National brands have also begun to introduce practical solutions .

To thoroughly solve the trust problem , It's not easy for the brand . It means , Brands need to control pet food from production 、 From quality inspection to transportation , In between , The cost goes far beyond the economic cost , There are also time costs that are difficult to quantify .

But no matter how difficult it is , In order to enhance the market trust of domestic staple food as soon as possible , Some brands are working hard for it .

For example, the brands with good reputation in domestic grain are Bi Ruiji and new cutting-edge brands , They all voluntarily refused to do the OEM , Choose a self built factory . The former invested hundreds of millions of yuan to build factories in Shanghai and Shandong , The latter not only builds its own production line , It also produces products in strict accordance with the production standards of human health food , Strive to regain a good reputation for domestic grain .

Self built factories are strictly guarded at the production end , Also, the brand selection starts from the quality control end , Disintegrate consumers' distrust of domestic staple food , For example, endless . The reason why it can have a good reputation among the excrement shoveling officials , It is because it not only adheres to the production of conscience freeze-drying , Also take the initiative to issue quality inspection reports for each batch of products , Let new users and old users feel at ease to buy .

In the long run , Domestic PET staple food is still promising 「 Overtaking in curve 」.

After all , On a technical level , The gap between domestic brands and imported brands is not large . At the level of market reputation , Circle of life 、 Back to food and other national brands of conscience , It is also striving to promote the status of gaoguo brand staple food in the hearts of consumers .

People gather firewood and the fire is high . It belongs to the spring of domestic staple food , I believe we won't let the excrement shoveling officials wait too long .

* The pictures in this article are all from the Internet

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