Dare to innovate and get rid of low -end domestic pet food and then live up

□ Our internship reporter Hu Jingwen/Photo

In recent years, with the sustainable development of socio -economic and the increase in disposable income of residents, the scale of Chinese pets has further expanded, driving pet -related markets to continuously improve. Among them, the development of the pet food industry is particularly noticeable. According to the relevant data of Ai Media Consultation, the scale of China's pet food industry in 2022 is expected to reach 173.2 billion yuan, and the high -growth pet industry has become the blue ocean in the market. During this period, the late domestic brands set up to focus on the pet food market.

Industry standards still need to be improved

For a long time, the domestic pet food market has been the world of imported brands. This is not only because of the relatively mature development of the foreign pet industry, but also because the domestic products have been randomly. For example, in 2021, the domestic cat food Xinyuan development treasure was detected by third -party testing agencies that the total number of colonies exceeded 7.7 times the national standard. In April of this year, the news of the cat food of the brand caused the cat's death again on Weibo. A series of quality crisis caused Chinese pet owners to question domestic pet food, and then refused to pay.

"The reason for this is because some companies lack awe, play concept games, or wipe the balls of laws and regulations, and do not really put pets' health and food safety first." During the interview, the reason came out.

In addition, it is understood that because the domestic pet industry starts late, the current standards for pet food are not perfect. For example, the national standard of cat food is a recommended standard and does not have compulsory execution. The lack of standards has also left hidden safety hazards for the domestic pet food industry to a certain extent.

"It must be acknowledged that the domestic pet food market has a history of more than 20 years. Although some laws and regulations have been introduced, there are still many problems in the industry. In an interview, it said.

Domestic companies change their voice

Although there are industry problems, it is very happy that domestic pet companies do not choose to escape, but face it calmly, asking for new and changing. At present, with the increase in the number of pets, domestic pet owners' requirements for pet grains have become higher and higher, and they have made corresponding changes to pet grain companies. A group of domestic pet grain brands with relatively good reputation have emerged and became the "domestic benchmark" of pet grain track.

The reporter saw in the analysis report of the cat's main food in the solution to the analysis report of the cat's main food, "In 2021, the top ten of the top ten of the head merchants, except for the two brand purchasing stores, only The royal pets and Guanneng two stores are overseas stores, and the rest are domestic stores, which shows that consumers have high acceptance of domestic cat food.

In response to this, Poch Pets talked in an interview with this reporter: "Compared with imported pet food, the biggest advantage of domestic pet food is that it can quickly perceive market changes and make timely product and marketing adjustments. One of the reasons for the rise. At present, we have laid out in terms of puffing grain, frozen -dried grains, air -dried grains, and roasting food. We have more than 100 sales channels, and each channel has its own differentiated products. Exercise. "

According to Ai Media Consultation, the characteristics of high -frequency and large consumption of pet food have attracted many domestic startups to enter the track, which has also gradually increased the market share of local brands, and the market share of overseas brands has gradually declined. The reporter saw in the "2021-2022 Chinese Pet Food Market and Consumption Behavior Monitoring Report" released by Ai Media Consultation that since the second half of last year, domestic pet brands such as Kay Ruisi, handsome pets, its praise, Languo pets and other domestic pet brands They all made financing and successfully entered the pet food track.

From the source control product quality

So, where is the change of domestic pet food? China Pets believes that the most important change is reflected in the quality of product quality. "To ensure the high quality of the product, you still have to return to the development and production of the product. From the source of the product's ingredients and raw materials. In summary, it is to closely control the ingredients and raw materials of the product and the research and development capabilities of the production enterprise. And the supply chain strength. "

Relevant persons in China Pet told this reporter that there are 18 modern high -end pet food production bases worldwide, and the products are their own factory production. Cooperate with the ingredients suppliers of listed companies to ensure the safety and quality of the product in an all -round way.

In addition to Zhong Pet shares, some brands with good reputation in domestic pet grains, such as Biruji, endless, traceable, K9, etc., have also worked hard to "overtaking" to improve the quality of the product to regain domestic pet food in China. Market home advantage. Some of them break the "curse" of domestic pet grain foundry, self -built factories and production lines; some are strictly produced by human health food production standards, and they also actively issue quality inspection reports for each batch of products, so that consumers can feel at ease with peace of mind Buy.

"In order to ensure the quality of pet food products, not only do professional scientific research institutions perform systematic tests, but also need to purchase raw materials strictly in accordance with quality standards. According to the process operation, even the warehousing link, it has a very important impact on the quality of the product. "Poch Pet told this reporter that each of the above steps are directly related to the ultimate quality of pet grains. Therefore, which one, which one is None of the aspects must not be ignored and relaxed. Dare to try everything

"2021-2022 China's pet food market and consumer behavior monitoring report" mentioned that the latest research data shows that Chinese consumers are more inclined to buy domestic pet food brands, accounting for 59.6%; and the proportion of willing to buy foreign brands is 26.9%. Among them, domestic brands such as McDIII and Biruji have among the TOP5 of "2022 Chinese Pet Food Consumers mainly purchase brands" and are welcomed by pets.

Facing the rapid development of domestic pet food, looking back at the 20 -year journey of the Chinese pet food industry, Boch Pets lamented in the interview: "In the beginning, imported pet grains abroad represent high -end, while domestic pets were domestic pets, and domestic pets were domestic pets, and domestic pets Grain represents low -end. But with the continuous efforts of old brands and the innovative development of new brands, domestic pet grains are sang step by step, and their quality has been recognized by pets. Grain is the impression of low -end products. "

Poch Pet told this reporter that the biggest feature of domestic pet grain companies is that they dare to try all possibilities. "From a product perspective, domestic pet grain companies have developed synchronously and rapidly in just a few years. All pet grain categories including puffed grain, freezing grains, air -dried grains, roasted grains and even fresh grains have maximized the market. You need to know that these categories need to be developed at least 20 years abroad. From the perspective of sales channels, domestic pet food sales include both traditional stores and commercial channels, as well as e -commerce, private domain, group purchase, live broadcast, live broadcast, live broadcast, live broadcast, live broadcast, live broadcast, live broadcast, live broadcast, live broadcast, live broadcast, live broadcast, live broadcast, live broadcast, live broadcast, live broadcast, live broadcast, live broadcast, live broadcast, live broadcast, live broadcast, live broadcast, live broadcast, live broadcast, live broadcast, live broadcast, live broadcast, live broadcast, live broadcast, live broadcast, live broadcast, live broadcast, live broadcast, live broadcast, live broadcast, and live broadcast. Waiting for emerging channels, this is also unmatched by foreign brands. "

"Although compared to imported brands, the development of domestic pet grain brands is still short, but we should confidently see the huge progress and breakthroughs of China's pet food supply chain, which provides a solid foundation for the development of the domestic pet grain market. "Boqi Pets admitted to this reporter," However, after all, China's pet industry has developed more than 40 years later than foreign countries. At present, domestic pet food is still based on factory foundry. With severe product homogeneous problems. Homotolation will inevitably lead to the price war between brand owners, which hinders the development of the pet industry. Therefore, for the future, the prospect of China's pet industry is very good, but it also requires all brand merchants to. The research and differentiation of product innovation and differentiated products in order to allow domestic brands to go further and better on pet grain tracks. "

- END -