After the growth of the growth rate, new changes have taken place in the dog market. Which areas of Qingdao are more "spoiled" a new wave of pet economy?

Wind Financial Reporter Wang Hao

As the semi -annual report disclosure season is coming, the pet consumer market has continued.

The "first share of the dog rope" on August 18 originally flying pets, with the pet economy+new shares, 4 days 4 boards. At the same time, from the current disclosure of the interim report, five pet listed companies including China Pet, Petty, Yiyi, Lusha, and source pets have won all the victory, achieving double revenue and net profit doubles increase.

However, there are also hidden concerns under the frequent circulation of Xiyuan. Three of the five companies have declined. The industry admits that the entry threshold for pet food and supplies is low. As a traditional track of the industry, while accumulating strong production capacity advantages, the brand is relatively weak, resulting in serious inside. In contrast, with the increase of pet consumption upgrade demand, pet medical, diagnosis and treatment and other industries with higher added value, the market is wider.

Which areas of Qingdao can gain bonus in this change?

Monthly salary 3500 dog flower 1800

"Salary is 3500, and dogs cost 1800 a month. In addition to dog food, take a shower once a week 200, and cut 280 once a month, and all kinds of snacks plus pet insurance." This is the "petting details" of a post -90s girl. Although some netizens see, the pet owner is a bit extravagant. But seeing the micro -knowledge, the current pet consumer market, an obvious trend is that it is becoming a mirror of human beings.

The "White Paper in China's Pet Industry in 2021" (hereinafter referred to as "2021 White Paper") shows that the size of the dog market in the cities and cats reached 249 billion yuan, an increase of 20.6%year -on -year. In addition to common pet medical, food, washing, beauty, pet medical examinations, pet fostering, pet insurance, pet training, pet photography, pet funeral and other consumption penetration rates are also increasing.

Taking the pet owner grain as an example, the richness of the category in the consumer market can be described as spectacular. The reporter saw in a header food brand flagship store that cat food products are divided into different types such as young, adults, and elderly. There are at least 4 SKU options in the same specifications, and the nutritional component table is marked. It can be said that from the perspective of consumption experience alone, it is comparable to that of human cubs.

"Since 2020, you can clearly feel that pet consumption power is getting stronger and stronger." A person with more than ten years of pet industry experience told reporters that from the situation he learned, the dog The monthly expenses of the owner can reach 1500 to 2000 yuan, which is almost doubled, while the cat owner's cost is higher.

In his opinion, the bottom logic of pet owners is willing to pay for money mainly lies in "power generation for love." On the one hand, the post -95s and post -00s, which have been affected by house culture, have begun to become the main force of cats, and considering the animal habits of cats, most of these pet owners will not only raise one, but will raise multiple. Furthermore, there are more dog breeding people based on social needs. This intergenerational pet owner is not around because children go out to study and work, and prefer raising dogs as a family life and social emotion. Both of these types of pet owners have a common characteristic, that is, the personal or family's economic strength is online, and they are more capable and more willing to consume pets to consume humanization, so as to pay for pet consumption upgrades.

Pig companies switch to pet food "increment"

Obviously, for the pet economy, the vigorous consumption power on the demand side makes the supply end like fish.

As of now, Zhong Pet, Yiyi, Lusha, and Yuanfei Pets have released the half -annual report in 2022, respectively, and Petty disclosed the performance trailer. All four companies have achieved increasing revenue and net profit. Among them, Petty issued a preview that its net profit was 85 million yuan to 93 million yuan, an increase of 30.85%to 43.17%. If this trailer is true, then compared with last year, this net profit has exceeded its annual performance last year.

From the perspective of the main business, China Pets, Lusha, and Petty shares are pet food tracks, while Yiyi and Yuanfei pets belong to players in the field of pet supplies. From the perspective of revenue, the current pet shares led the pet stock for 1.59 billion yuan, an increase of 26.42%year -on -year; Yiyi shares of 713 million yuan, an increase of 27.58%year -on -year; Lusha shares were 247 million yuan, a year -on -year increase of 16.74%; source flying pets; 548 million yuan, an increase of 14.45%year -on -year.

A feed additive enterprise located in Chengyang District, R & D personnel conduct a micro -ecological preparation test for pets

Outside the authorities, the bigger highlight lies in the admission. The main feed and pig farmers have recently announced their entry into the pet industry. Relying on its wholly -owned subsidiary Beijing Chonglan Technology Co., Ltd. to create independent brands, focusing on the research and development, production, production, production, and production of pet food, nutrition, drugs, etc. Promotion and service. Public data shows that suffering from the downturn in the pig breeding industry, Dabei Nong has been in a continuous loss in the second quarter of last year.

It is not difficult to find out these companies involved in the pet industry. Most of them are mature companies in veterinary drugs, animal protection or feed industries. Because basic elements such as research and development and production processes are basically the same as the original business, it does not require large transformation costs. Therefore The input -output ratio is very considerable. There are feed additive companies operates reporters that pet preparations as the seed section that are newly cultivated in less than half a year, monthly sales have exceeded one million. Although the total amount is not large, the growth rate is the fastest among each sector. Essence The "containing science content" is the key to winning the pet industry

Pets are good business, but it is not easy to do well.

The financial data of seeing pet listed companies can find that three pet food companies including China Pet, Petty, and Lus shares have declined to varying degrees in sales in recent years. Taking Zhong's pet shares as an example, although enterprises continue to seek scale benefits through production capacity expansion, in 2021, their pets, pet snacks, and pet ownership rates of pets are 19.8%, 24.61%, and 18.9%, respectively. , 14.65%.

Statistics from the China Feed Industry Association showed that the national pet feed production exceeded one million tons for the first time in 2021, reaching 1.13 million tons. According to the data of Tianyan Check, the number of companies related to "pets" in China has more than 1.9 million companies related to "pets". The number of newly registered companies since 2021 and 2022 has reached hundreds of thousands. Among them, as a major feed province, Shandong Province can be said to be a "big household" of pet food companies. At present, in 16 prefecture -level cities in Shandong Province, each city can find pet feed production plants.

But on the other hand, the number does not represent higher brand added value. From the dimension of listed companies, of the current five main -owned pet products in the A -share market, all of which are mainly overseas markets, accounting for more than 70 %. Flying pet supplies companies, the proportion of exports is even more than 95%. China Pet stated that in foreign markets, the company mainly produces OEM/ODM products according to customer orders, and its own brand sales are relatively small.

"The status quo of the industry is that pet snacks and dry grains are serious, and the decline in profit margins is inevitable." A pet company operator in Qingdao told reporters that similar to other industries, some low -threshold pet industry also faces an urgent problem of transformation and upgrading. Taking pet food companies as an example, in the past, due to the development of foreign pet markets in China, a large number of domestic pet food foundry companies came into being. However, while sharing the export order dividends, it also gradually lost the timing and premium space of the branding. In the vicious competition of war. Today, the domestic pet market is gradually prosperous, and consumers have improved the psychological expectations of domestic brands. These have provided favorable external conditions for pet companies to strengthen their own brands. The influential brand products will undoubtedly become the key to the future development of the entire industry. "For example, functional foods can achieve more than 40%of the gross profit margin. Compared with pet snacks and dry food profit margins, the key behind this is that functional foods can solve certain health needs of pets and have more technical content."

"Unprecedented" enterprises harvest the favor of capital

In fact, as a large pet feed export province, Shandong is showing leadership in the transformation and upgrading of the pet industry, and even produced some unprecedented "new species" in the industry.

"At present, HEALTH-A6, HEALTH-A6, has been developed. It is mainly used in pet owners' grain, pet nutrition, pet washing supplies. Animal test shows that it has significant effects in improving the odor of the mouth, excretion, and beautifying animal hair." Peng Chuantao, chairman of Qingdao Yuanda Biotechnology Co., Ltd., located in Chengyang District, Qingdao City, introduced. The promoted technology -based enterprise, aiming at the key "card neck" technology for the development of the health food industry, the pet food industry is becoming a "golden track" for enterprise technology innovation. With the strong core technical strength, the "unpopular track" in the industry's relative "unpopular track" in the industry in the industry also gained the favor of capital. Essence

Qingdao Yuanda Biotechnology Co., Ltd., located in Chengyang District, Qingdao City, innovatively developed an animal feed that can be applied to the main grain of pets Health-A6

During the interview, the reporter found that more than one company, as one of the research and application fields of special foods, focused on pet health -related innovative products that are continuously born in Chengyang. In Xichenghui Industrial Park, Chengyang Street, Chengyang District, the Noriangt animal health product production and development base, which has a total investment of 150 million yuan, is being promoted. In terms of innovation and technology maturity.

Who will become the next regional industry winner?

With the increasing understanding and demand for pet consumption in China, the pet economy is release more market opportunities for domestic enterprises and regional economic development.

The white paper in 2021 shows that from 2019 to 2021, the market share of food has been reduced from 61.4%to 51.5%, a decrease of nearly 10 percentage points, but the market share of medical care has increased from 19%to 29.2%, an increase of 10 percentage points. Another set of data shows that the compound annual growth rate of China's pet medical market exceeds 40%. It is expected that the size of the pet drug market around 2025 will increase by 2 to 3 times, which is expected to exceed the economic animal vaccine market. Qingdao Obofang Pharmaceutical Technology Co., Ltd., located in Qingdao Blue Biomedical Industrial Park in Chengyang District, Qingdao City, is the first high -tech enterprise dedicated to innovating pet medicine research and development, production and sales in China. The first global patent innovation pet chemical (1.1 category) "Vitascu chewing tablet" independently developed by Oboe Fang was obtained by the Ministry of Agriculture on March 18, 2016, which realized China's independent innovation pets Breakthrough. "With innovative drugs, companies have become the leading enterprises in the field of pet pain management and heart failure. Our goal is to become a powerful competitor in the field of deworming and skin." The persistence made the company the best in the industry. But at the same time, for domestic veterinary drug companies, on the track of pet medicine, it still faces double pinch of funds and foreign brand companies.

Taking vaccines and deworming as an example, these two markets are almost monopolized by foreign brands. At the same time, as R & D enterprises, long -term and continuous investment in funds must also be overwhelmed for pet drug companies. "The research and development of an innovative medicine takes 5-8 years, and a generic drug also needs 2 to 3 years. During this period, it needs to be continuously invested, and it may face the risk of failure. Need a process. "

Challenge is also an opportunity. In fact, observation of regional economic dimensions can find that the pet economy is becoming a keyword for industrial agglomeration and development in various places. For example, in Nanhe District, Xingtai City, Hebei Province, its annual production and sales of pet foods, cat sands, and other annual output of the country are the top. Based on this, relying on the construction of the industrial park to further strengthen the industrial advantages and create a world's pet industry capital with world influence.

Just as the agglomeration effect brought by the previous medical diagnostic enterprise helps Suzhou biomedical industry to achieve full ecological development, and gradually forms the advantages of regional economic development. In the interview, many pet industry practitioners admitted that as representatives of the transformation and upgrading of the pet industry, the country in China, domestic in China The regional economic growth in the field of pet medical and diagnosis and treatment is waiting.

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