Pet industry experts have previously sorted out the subcategory of staple food freeze-drying in the "Category Observation Room". More than half of the staple food freeze-drying products sell more than 1,000 yuan per month, and some brands of staple food freeze-drying have even reached monthly sales. With sales exceeding 10,000, pet industry experts once believed that freeze-drying of staple food might be an opportunity for brands to overtake in the future.

The emergence of freeze-dried staple food also confirms the upgrading of staple food in China’s pet industry. Among them are the upgrading of pet owners’ concepts of raising pets, as well as the upgrading of pet owners’ learning ability, cognitive level and judgment standards. .

Pet-raising becomes a family affair

Pet owners are also gradually paying attention to healthy feeding

With the upgrade of the concept of pet-raising, pets have also changed from tool animals to Transformed into family members of pet owners, they carry more emotional sustenance from pet owners. Based on the "parental care" for pets, pets' healthy food consumption also follows a trend that is close to the healthy upgrading of human food. develop.

For this reason, more and more pet owners have begun to take the initiative to understand the real needs and nutritional knowledge of their pets, and gradually established the ability to independently judge the quality of a product. These pet owners will break a product into pieces and analyze it. The process, ratio, transparency, ingredient analysis results, consumer feedback and reputation must all meet the standards in parents' minds.

According to a report released by a research organization, pet owners have also begun to pursue science and health when it comes to feeding cats’ staple food, paying attention to raw materials and nutritional formulas. On the one hand, the health concerns of pet diets have increased, and the disadvantages of traditional puffed food have gradually emerged; on the other hand, although puffed food still accounts for the highest proportion of consumption, freeze-dried staple food has gradually become popular among consumers.

During this year’s 618 promotion, JD.com released the ultimate 618 report, in which freeze-dried cat food sales increased by 126% year-on-year; in the list of trending items in its good start report, freeze-dried staple food accounted for Multiple seats in it.

Scientific Feeding

Pet owners began to pay attention to nutritionally balanced formulas

Among the two main categories of pets, dogs and cats, although cats have experienced thousands of years of development, Domesticated, but judging from their nutritional needs and adaptability of their body structure, only meat can satisfy their nature. Based on this nature, product upgrades of cat staple food mostly present a restoration process of cats’ eating habits.

At the same time, the protein content in pet staple food is also a criterion for measuring the quality of a product. For cats, a carnivorous animal, animal protein is easier to absorb, but the utilization rate of plant protein is relatively low for cats. , unable to supply the cat's body growth.

The emergence of staple food freeze-drying is a restoration of cats’ nature. Staple food with a meat content of more than 90% and a protein content of more than 50% is freeze-dried. While ensuring the nutritional balance of pets, its products are also palatable. It is also better than puffed food because it does not add any ingredients such as grain starch and restores the cat's nature.

For this category, the pet industry has long had a brand layout, such as the full-priced freeze-dried raw bone meat patties launched by Pat and Tail Life, and the staple freeze-dried food launched by K9, A Fei and Buddy. However, There is a brand that has suddenly emerged. In this year’s 618 Mid-term Sale, it ranked first in Tmall’s 618 freeze-dried cat staple food sales. This brand is “Pet-Ever” that pet industry experts have previously reported. ".

Focus on the field of staple food freeze-drying

Three products won the first place in Tmall 618 cat staple food freeze-drying

As a pet company focusing on staple food freeze-drying The food brand, Sheng Sheng Endless, is mainly aimed at high-end consumer groups who value pet food quality and research. It encourages the upgrading and iteration of rations, popularizes the concept of scientific pet raising, and uses high standards to create rations and peripherals that are more in line with the real needs of pets.

In the 618 battle report released by Shengshengsisiji, its brand’s total sales increased by 300%, ranking first in Tmall’s 618 full-priced freeze-dried cat food category, and the best-selling cat food category. Ranking second on the list, its staple food freeze-dried products sold more than 70,000 bags during the promotion period.

As a pet industry food company established less than three years ago, such outstanding results are inseparable from its concentration and expertise in the field of freeze-drying, which is why it has hit products. With its three products, Sheng Sheng Si Endi won the first place in freeze-dried cat staple food. In addition, its freeze-dried rabbit meat formula, a staple cat food, ranked second on the best-selling cat food list on the first day of the 618 event.

Zhu Zizhan, the founder of Shengshengbuxiang, told pet industry experts that the product matrix of staple foods and functional snacks with healthy needs is highly in line with the real needs of pets and the actual needs of consumers. An important reason why Xixue ranked first in the staple food freeze-dried category on the 618 Tmall platform.

In the process of product polishing, the products of Shengsheng Endless are all made of human-grade high-quality meat sources, restoring the most scientific raw bone and meat formula, strictly controlling more than 50 formula indexes, and the formula has been tested 30+ times to create A highly palatable and nutritious staple food suitable for cats.

Currently, there are three formulas of freeze-dried staple food for cats: poultry formula, rabbit meat formula, and beef formula. In addition, there are two freeze-dried staple foods for dogs and two freeze-dried snacks.

It is worth mentioning that during 618 this year, Shengshengjiujiu launched a new peripheral product - Shengsheng Dakou Eat Cat Scratching Board. It is understood that this product was launched a year later by Shengshengnjiujiu The new peripherals, as always, implement the concept of Shengsheng only making rations and peripherals that meet the real needs of pets. The design concept is based on both space and functionality. It has been sought after by many consumers as soon as it was launched.

Open and build offline channels

We will continue to develop products that meet the needs of pets in the future

Focus on online channels, Sheng Sheng Endless has also opened a brand on Amazon. store, and has become the only domestic pet food brand certified by Amazon FBA. The products have been successfully sold to 12 countries, and more than 200,000 overseas pet-raising families have purchased the products. The quarterly repurchase rate exceeds 65%. .

In addition to achieving outstanding results in online channels, offline channels also need to be laid out. After more than a year of exploration, Shengshengshengshengxiang began to build offline channels in April this year and will give priority to opening them. First-tier and new first-tier pet-friendly cities, and select high-end stores in each city for cooperation. Brands and high-end stores endorse each other, and pet families provide better products and services, and use products as a carrier to convey cutting-edge scientific pet-raising concepts to offline consumers.

In terms of channel marketing, Shengshengsichuang also chooses the strategy of "light investment, emphasis on conversion, and emphasis on repurchase", formulates reasonable and effective market plans, maintains market order, and has a steady stream of brand momentum. Empowerment through various channels.

Finally, when it comes to future plans, Zhu Zizhan said that in the future, Everlasting Life will be based on "meeting the health needs of pets" and guided by the concept of "scientific pet raising". It will use high standards for R&D, production and sales to be more in line with Food rations that pets really need, and we insist on being an advocate and activist for scientific pet raising and social welfare.

At that time, Sheng Sheng Endless will also meet with you at the second TOPS Expo held from July 22 to 24. Booth number: 1D-F1001. Interested friends can go to the site to meet with you. Continuously discuss cooperation.