Creating high-end pet food has always been a problem for domestic pet food brands. With the technological advancement and consumption upgrade of the pet food industry in recent years, more and more domestic high-end pet food brands have begun to emerge, and Damas is one of them. One member.

At the beginning of the establishment of the brand, Damas has been committed to creating domestic high-end pet food. It has now been five years. Recently, on the occasion of its 5th anniversary, Damas recently announced that it will usher in all-round upgrades from the perspectives of products, production, research and development, and brand building. To this end, Pet Industry Experts conducted an exclusive interview with Paul, the founder of the Damas brand, to discuss the development path and future prospects of Damas' high-end pet food.

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Create a champion pet food brand image

Paul introduced to pet industry experts that Damas, as a brand focusing on the pet food field, has always been positioned at the high end and "creates champion pet food" for brand goals.

As early as 2015, Damas became the first pet food brand in China to carry out in-depth "Championship Plan" cooperation with permanently registered member kennels and cattery clubs of CKU and CAAC. Since the cooperation, the participating dogs and cats of ChiDaMashi have won hundreds of Chinese CKU, CAAC competitions, BOB, BIG, BIS and other championship titles.

In 2020, in order to further improve product quality, the brand invested 120 million yuan to establish Lu'an Zhenran Pet Food Co., Ltd., a high-tech enterprise integrating R&D and production. , with scientific and sophisticated R&D concepts and advanced production technology, we wholeheartedly create high-end pet food.

In order to ensure product quality and production control, Zhenran’s production plant adopts the industry’s advanced process plan and layout design, fully considering the production capacity and detailed requirements of the front and rear work sections. It consists of raw material warehouse, production workshop, It is composed of finished product warehouse, R&D quality control center and other zones, covering an area of ​​20,000m². In terms of production capacity, the factory is equipped with stable, efficient and advanced production equipment, and has a twin-screw extrusion line with an annual output of 10,000 tons. The production processes of all products are unified and intelligently managed by the central system, and the quality control QA department also monitors the entire factory environment. The entire process of management, raw material acceptance, product production and finished product delivery is strictly monitored and samples are retained to ensure that each batch of products has stable and optimal quality and can fully meet the needs of high-end pet food production.

In addition, in terms of brand image construction and development, it also pointed out that since its establishment, Damas has actively participated in large-scale professional pet exhibitions across the country and continued to demonstrate high-quality products and brand strength to the market. At the same time, Damas has also built a number of brand specialty stores, aiming to convey the brand concept and high-quality products to consumers through diversified marketing methods to highlight the brand characteristics and brand image. In the future, Damas will continue to combine scientific research and innovation with competition practice to create championship-quality pet food.

Focusing on the concept of refined product development

A new series of hypoallergenic products will be launched this month

When it comes to product research and development, Paul said that Damas focuses on The concept of refined product development is to create high-end pet food with high quality to meet pet owners’ upgrading needs for good products and change the market’s inherent understanding of low-end and inferior pet food in China.

In terms of research and development, Damas has always regarded innovation as the biggest driving force for product progress. Through unremitting efforts, it seeks product differentiation and gradually expands its product line in a rhythmic manner, striving to bring consumers more comprehensive and Richer and more refined products, thus greatly improving consumers’ pet-raising experience.

Currently, in response to consumption upgrading and market segmentation, Damas has also developed multiple product lines including the natural series, the excellent care series, and the upcoming hypoallergenic series. Overall, the Damas product line has covered multiple price segments and the different needs of a variety of customer groups, and is still being expanded.

It is reported that the Damas natural series is the current star product of the brand. Based on the basic concept of natural grain-free food, we carefully select global high-quality animal protein as the main ingredient to create a natural grain-free staple food that meets the physiological functions and feeding characteristics of dogs and cats.

Among them, the natural series of duck & pear dog food is made of selected high-quality duck ingredients, paired with a variety of delicious fruits and vegetables such as pears and cassia seeds. It has the effect of clearing away heat and relieving heat, and can effectively help dogs eliminate Internal fire, moisturizes eyes, balances dog's daily nutritional and energy needs.

Another whole fish & seaweed cat food is a selection of tuna, sole, salmon and dehydrated anchovies. The product is rich in omega 3&6 unsaturated fatty acids and meets the daily nutritional and energy needs of cats. At the same time, it protects the cat's skin barrier, softens the skin, and brightens the cat's hair.

In addition, Paul also pointed out that the newly launched Damas hypoallergenic series of products will also be launched this month. This series is a limited formula pet staple food developed by the Damas brand based on the concept of hypoallergenic nutrition. It eliminates raw materials containing high histamine and gluten proteins, and only uses 1-2 types with high digestion and absorption rates and low allergy risks. Hypoallergenic meat source, strictly control the type of protein intake, and mix it with 10% freeze-dried meat from the same source, freeze-dried raw meat and various natural nutrients, which can effectively prevent and repair pet food allergies, rationalize meal matching, and protect pet health. .

It is expected to reach the expansion goal of 8,000 stores by the end of the year

In the future, we will focus on channel integration

In terms of channel layout, Paul revealed to pet industry experts that currently, Damas focuses on offline channels, with 7,000 cooperative stores across the country. There are 600 cooperative stores. The reason why we choose to delve deeper into offline channels depends largely on consumer demand. Based on Damas’ years of channel operation experience, Damas found that pet owners have a strong need for offline stores. Pet stores undertake various important functions such as retail, beauty, nursing, and foster care, and are indispensable in pet-raising life. The missing link, and based on the offline multi-scene layout, can give consumers a more intuitive, transparent and diversified consumption experience, so that Damas products and concepts can better reach consumers. This will bring a better consumer experience and establish a more complete brand image.

As of now, Damas has added close to 1,000 new cooperative stores this year. And from the fourth quarter to the new year, Damas will increase its investment in offline marketing personnel to provide stores with services such as brand marketing, store display, promotions, product explanations, and after-sales services, and strive to improve the quality of channel partners. Product retail experience, and is expected to reach the expansion goal of 8,000 pet stores by the end of the year.

In terms of online channel layout, Paul said that the online stores Damas currently operates are mainly Tmall flagship stores and JD flagship stores. At the same time, Damascus continues to carry out diversified brand promotion activities on Douyin and Xiaohongshu in order to reach more consumers. The official Douyin store and Xiaohongshu store are also actively preparing and will be launched soon. Will meet with consumers.

When talking about the issue of channel integration, Paul said that as one of the future development trends of the pet industry, in addition to traditional e-commerce such as Taobao and JD.com, Damascus has seen the rise of Hema and Hema in recent years. KKV, Meituan, Ele.me, Douyin, Xiaohongshu, etc. have also gradually become important sales channels. Therefore, Damas is currently integrating multiple channels and selecting high-quality partners to meet shopping needs in more scenarios and provide consumers with high-quality products and services.

It is worth mentioning that although it has been affected by the epidemic in the past two years, it has had little impact on the company's performance growth. Since the beginning of 2021, Damascus's sales have grown rapidly, with a growth rate of 50% compared with the same period last year. According to Paul, the Damas brand, which has been founded for five years, will also undergo a comprehensive brand upgrade this year. It will systematically reshape the brand logo, brand image, etc. The upgraded logo will be more In order to be simple and modern, it not only enhances brand recognition, but also helps brands reach consumers more conveniently and clearly.

In addition, Paul also pointed out that 2021 is a year of rapid development and change for Damas, which also points out the direction for the development of Damas:

In terms of products, Damas Damas will continue to expand its product line, strive to cover more price segments and more consumer groups, and meet the differentiated needs of different pet owners;

In terms of brand building, Damas will focus on offline From the perspective of advertising investment and new media brand exposure, we carry out various offline activities such as brand salons and exhibition marketing, and also focus on various online promotion channels such as WeChat, Weibo, Douyin, Zhihu, and Xiaohongshu. Increase brand exposure and enhance brand reputation;

In terms of channel development, we will continue to work with high-quality partners to expand more channels to achieve common development and win-win cooperation.