Why is it so difficult to make the shoveling officer "true incense" for domestic main food?

Text | Smart Relators & Mantis Observation

Author | Tu Lin

Douyin's recent fire "cats" and "dog teaching" are setting off a new round of pets.

Under related topics, the shoveling officers have exposed the adorable photos of their own master. Netizens with "good things" even brought the rice circle into the comment area. They have both cats and dogs, each with their own fans.

Behind the phenomenal boom, the cute pets are also accelerating the heating up.

Data show that in the Double Eleven of 2021, Tmall pet food and supplies sales increased more than 100%. At the same time, the industry report released by "Zhiyan Consulting" shows that at present, the market size of my country's pet food industry has reached 133.7 billion yuan, and it is expected to reach 241.7 billion yuan in 2025.

Right now, the trend of self -confidence in domestic goods is flourishing, and the import of main grains due to the control of epidemic control is an excellent time for domestic brands to overtake the curve. But can the national cards really seize this wave of opportunities?

This article mainly discusses the following two issues:

In the 1. 100 billion pet food market, why did the main food become fragrant?

2. In the era of new domestic goods, is the domestic main grain brand's breakout opportunities?

01. Capital is hot, the main food is more "fragrant"?

The rapid expansion of the pet food market is inseparable from the growth of pets in my country.

According to the latest data that can be found, the number of pets in cities and cats in my country has exceeded 60 million, and the number of dogs and cats has already exceeded 100 million.

Pet food can be divided into pets, pet snacks and pet health products according to the large category. As the first need to grow in the process of growing up, pet owners' grains are the most concerned types of food for pets.

The market demand is strong, and there has always been no shortage of capital. "Mantis Observation" noticed that in recent years, the pet food brand that has been favored by capital has been focused on the main food or covered with main food.

This month, the handsome pets focusing on the production of high -quality pet main grains have received a new round of financing, and have been rumored to have received shares in Ningde Times; Cut into the market; earlier, Gao Ye's house of pet main grain brand has also completed Series A financing, led by Jinding Capital, and Zhonghui Capital followed.

The surge in consumer demand and the popularity of capital have added a fire to the main grain market, and new entrants followed. Among them, there are even many cross -border players.

Following the launch of the pet grain brand "raised a hairy child" in 2020, according to the China Securities Journal, the 100 billion milk product giant Yili has also entered the pet food market. Customized pet grains.

The main grain brands have poured in, and the development and upgrading of the entire domestic main grain market is good, but for the brand, it is even more difficult for the brand to get the pipped shoveling officials.

According to the "Zhiyan Consultation" division of pet owners' food development stage, it can be divided into four stages: 1.0 leftovers, 2.0 pet grains, 3.0 -day grains and 4.0 functional grains. At present, China is basically in the 2.0 pet grain stage and is developing to the 3.0 -day grain stage.

There is no doubt that the 2.0 stage, which is dominated by normal grains, has the most players. Because of this, the brand needs to improve consumer cognition through differentiation.

Like the One ONE just mentioned, you choose to break the concept of standardized pet grains that are produced on the market, focus on the differences between dogs and cat individuals, and provide AI algorithm -based customized products.

The natural grains represented by pet frozen dried, although it has not yet become the mainstream of consumption, is also becoming a new fragrance because of the enhancement of scientific feeding awareness of shovel officers.

Data show that in the past year, pet frozen dried in Tmall International has exceeded 100%year -on -year. In addition, pet frozen and dry has also been selected as the fastest "new" trend of Tmall's top ten growth rates.

Standing on the demand side, the reason why pets are frozen and dry quickly are favored because it has multiple advantages compared to other main grains: compared to normal grains, it makes shovel officers rest assured in nutritional ingredients and ingredients; compared to raw and flesh, more flesh and flesh, more flesh and flesh. It makes the "shit officer" worry -free in terms of feeding and storage convenience. In addition, frozen dryness also helps the masters' molar and clean teeth.

Therefore, in the pet freezing track, there are also national brands that are endless and eclipse. The former has repeatedly appeared in the recommendation list of many well -known pet grain testing bloggers with high quality and strict quality control. The latter is a young brand. It is rare to spend a lot of time to polish products. The original ecological frozen and dry pets developed by it can also be eaten by humans.

Of course, the reason why pet main food can attract brands is also a key factor that "money" is considerable.

Taking A Fei and Pakistani as an example, it was initially started as a pet snack, but the sales soon stagnated about 2 million until the brand transformed into the main grain in 2019. In 2021, the annual revenue of Afei and Payi has exceeded 200 million yuan.

Based on the current situation of pet -breeding people, "Mantis Observation" predicts that pet main grain tracks are expected to continue to win both brands and capital.

02. The national brand breakout, the level is heavy

It is worth noting that although the main food "money" is good, it is not easy to "control" the brand, especially the national brand.

It is true that at the moment when imported food flipped frequently and the domestic goods are recreated, the national favorite pet grains have gained greater breakout opportunities. However, the particularity of the pets where the pets are located determined that this breakout road is destined not to go too well. Furthermore, the main grain of the national brand wants to overtake the curve and recapture the home advantage in the domestic market. There are many problems in front of you.

The first thing that is the problem of hard -to -reverse consumption mind.

The consumption mental mind here can actually be disassembled into two dimensions: from trustworthy imported brands to the reversal of the national brand, from willing to try national brand to stable purchase of national cards. Behind this, the essence is related to the trust of consumers built by the brand.

Import brands represented by desire, Baili and Peak, the reason why it has been held on the altar in the domestic main grain market for a long time, which has a lot to do with their consumption minds in advance. For example, well -known brand Wei Jia has entered the Chinese market as early as 1996.

For pets, in order to avoid the potential risk of frequent food changes, on the one hand, they will not frequently replace the main grain brands. On the other hand, they will give priority to brands that already have market recognition, that is, imported brands.

The "2021 Pet Youth Report" released by "DT Finance" shows that when buying pet food, pets will be more concerned about ingredients and reputation.

And even the brand that has already been well -known in the shoveling officer, because of the differences in the physical fitness of each pet, cannot satisfy the shit officer purchased. For example, in the comment area of ​​Tmall Shop, both shoveling officers said "dogs love to eat" and some shoveling officers said, "Cats smell disagreement."

Because of this, unlike Hongxingrke in the clothing industry, it is difficult for the pet people to make "wild consumption" of the rations of the masters. In other words, although the same national brand, the national brand of pet owners often needs to pay more time and energy to establish and maintain consumer trust.

Another constraint is that the industry's supervision is poor and slow.

Compared with the United States and Japan, which had established small animal protection associations in 1866 and 1946, China, which was only established in 1992, was established in China, which was established.

And even from 2018-2019, my country has successively introduced a series of standardized documents such as the "Measures for the Administration of Pet Feed", "Regulations on the Label of Pet Feed", and "Regulations for Pet Feed Sanitation". The legal binding power is not enough. The fine of up to 50,000 yuan has made the illegal cost of the enterprise not high, and some bad businesses are still organic.

The good news is that some brands have begun to have the trend of "latecomers".

This can be seen from the brand reputation that pets are most concerned about. For example, the forever mentioned earlier has appeared in the recommendation list of bloggers such as well -known pet grain testing and evaluation of well -known pet grains such as "obliquely opposite the opposite side". Judging from the feedback from the purchased user, its word of mouth does not lose import grains at all, and even has a faint trend.

In response to the problem of low trust in the national brand and slow supervision, the national cards have also begun to launch practical solutions.

It is not easy for the brand to completely solve the problem of trust. This means that the brand needs to control pet grains from production, quality to transportation, and other links. In the middle, it costs far more than economic costs, but also difficult to quantify time costs.

But no matter how difficult it is, it is necessary to do it. In order to enhance the market trust of domestic main food as soon as possible, some brands are working hard.

For example, in the domestic grain, the brands with good reputation of Barry and the emerging brands have actively refused the foundry and chose a self -built factory. The former invested hundreds of millions of yuan to build factories in Shanghai, Shandong and other places. The latter not only built its own production line, but also strictly produced products for production standards for human health foods, and strived to recover good reputation for domestic food.

The self -built factory is strictly guarded on the production side, and the brand chooses to start from the product control end. It disintegrates consumers' distrust of domestic main grain, such as endless life. The reason why it can have a monument in the shovel officer group is that not only does it insist on the production of conscience frozen and dry, but also actively issue a quality inspection report for each batch of products, so that new users and old users can buy with peace of mind.

In the long run, domestic pet owners still hope to "overtaking".

After all, at the technical level, the gap between domestic brands and import brands is not large. At the market word -of -mouth, conscience national brands such as endlessness and eclipse are also being up to the position of the main grain of the national brand in consumers with their own power.

The more the merrier. In the spring of domestic main food, I believe that the shoveling officers will not wait too long.

*The pictures of this article are from the Internet

- END -