Data from the "2022 China Pet Food Consumption Report" show that among the decision-making factors for pet owners to purchase staple food: nutritional proportion accounts for the highest proportion, at 55.1%. This also shows that "health" has become the most important decision-making factor for pet owners when choosing staple food.

It is precisely based on this trend that, as a leading company in the field of pet nutrition, Nestlé Purina held the GN Brand Strategy Upgrade Conference and China Pet Nutrition Science Summit Forum in Beijing on September 8 , proposed a new concept of "Guanneng Pagoda Nutrition", innovatively provided pet nutrition visual reference standards and guidance programs with the scientific ratio of Guanneng Pagoda Nutrition, and guided consumers to rethink what they want from a more advanced and higher-dimensional perspective. It is comprehensive and balanced nutrition for pets.

Create a new benchmark for pet nutrition in China with ingenuity. In recent years, the pet breeding market has been heating up rapidly. As the pet food industry’s largest segment, the pet food market has large space, fast growth, and strong certainty. , long-term track quality and other characteristics. Under such a trend, the domestic pet food market is booming. In order to catch this express train, new and old brands are doing their best. New Internet marketing and new social channels have become their battlegrounds. Faced with this situation where every second counts, the phenomenon of focusing on marketing over R&D is very prominent in the industry. As a pioneer in the global pet food industry, Nestlé Purina has chosen another brand path - to polish its products through scientific research and build a new highland for pet nutrition in China. As a pioneer in the global pet food industry and one of the leaders in pet care, Purina has created an industry history of more than 120 years and is the first in the world to devote itself to animal nutrition research and establish R&D centers. From Purina's founding of the world's first pet care research center in 1926 to the establishment of eight R&D centers around the world, Purina has always insisted on exploration and constantly expanded the boundaries of research, adhering to the principle of "promoting global pet care with leading scientific research technology." quality of life” mission. It is precisely because of this that Nestlé Purina can continue to surpass itself, constantly understand and participate in the latest scientific research, and predict the direction of research, so that pets can be stronger and even live longer throughout their life cycle. To date, Nestlé Purina has more than 1,700 scientific and technological patents (including pending applications). In the past few years, Nestlé Purina's business in China has always maintained double-digit business growth. Localized production, localized teams, and localized decision-making are not only Nestlé Purina’s global vision, but also demonstrate its determination to vigorously develop its pet business in China, laying a good foundation for its development in the Chinese market. High standards bring new challenges. What are the advantages of the new "Guanneng Pagoda Nutrition" concept? Along with the trend of "exquisite pet keeping", contemporary Chinese pet owners have completed the transformation from "survival" to "life" in the concept of pet keeping, and feeding has changed from "eating full" to "eating well". Behind this, health is already the most concerned part of pet owners. At this press conference, Nestlé Purina officially announced the concept of "Crown Energy Pagoda Nutrition". According to the relevant person in charge, "Guanneng Pagoda Nutrition" was first proposed by Nestlé Purina to meet the maintenance needs of pets for comprehensive and balanced nutrition and full life cycle health management. Based on nearly a century of R&D accumulation by Nestlé Purina, it is believed that balanced nutrition for pets should consist of different types of macronutrients, minerals, and vitamins in a 3:2:2 ratio to meet comprehensive and balanced nutritional needs and build a healthy life for pets. The foundation of health. Mr. Chen Xiaodong, head of Nestlé Purina pet food business in Nestlé Greater China, said in an interview with the white paper team that the concept of "Guanneng Pagoda Nutrition" actually has three levels of logic: first, good nutrition must be comprehensive and balanced; Second, good nutrition must be supported by truly solid formulas, raw materials and processes; third, good nutrition must be more advanced, which can not only ensure the intake of nutrients, but also provide preventive functions. We call it preventive nutrition. In fact, for pets and owners, the final good state is generally called less illness and longer life, rather than getting sick every day and having to treat it. Therefore, we believe that good food can play a real preventive function on the basis of ensuring basic nutritional intake. To apply this new concept to the product side, there are higher requirements and standards for raw materials, formulas, and processes. Chen Xiaodong said that to implement the new "Guanneng Pagoda Nutrition" concept, formula research and development is only the first step in the long journey of Nestlé Purina. On the raw material side, Nestlé Purina also selects global raw material suppliers, conducts more than 5,100 raw material testing projects, and uses first-class technologies such as smart temperature locking technology to ensure the high quality and reliability of all raw materials. On the production side, relying on Purina's more than 100 years of manufacturing experience, GN ranks among the industry leaders in hundreds of details of supply chain management and production process levels. Chen Xiaodong, head of Nestlé Purina pet food business in Nestlé Greater China, based on comprehensive control of the formula, raw materials, and production processes, Nestlé Purina ensures that it develops excellent formulas based on the new "Crown Energy Pagoda Nutrition" concept. Not only can it provide excellent nutritional performance, but it can also ensure that all nutrients are in sufficient content during the shelf life. The quality is safe and easy to be absorbed by the body, protecting the health of your pet.

From the proposal of the new "Guanneng Pagoda Nutrition" concept to the science and rigor of all aspects of formula, raw materials and processes, we can see Nestlé Purina's continuous investment in the field of pet nutrition science. Helping pets prevent the occurrence of diseases through nutrition is also the concept of "preventive nutrition" advocated by Nestlé Purina. It is also a more advanced nutritional management method after basic nutrition and advanced nutrition, pointing out a new way for the pet food field. development direction.

Creating new products with new concepts, Guanneng dog food has been upgraded across the board. The current Chinese pet market is developing rapidly. Various new concepts are emerging on the Internet, many of which have not been scientifically proven. Consumers are faced with these New concept products also face selection difficulties. Nestlé Purina believes that pet owners’ care for their pets is also reflected in their choice of food. Only scientific and safe food can make pet owners feel more at ease, their pets healthier, and the companionship between pets and their owners will be better. long. It is precisely based on this that Nestlé Purina officially announced a full line of upgraded GN dog food products built around the new "GN Pagoda Nutrition" concept at the press conference. Pets have different physiological characteristics at different life stages and therefore require different nutritional support. The products that have been upgraded across the board this time are more in line with the natural needs of pets and can better meet the exclusive nutritional needs of pets. It is reported that the upgraded series of products will use high-quality real meat containing more easily digestible protein and more essential amino acids as raw materials, and will be processed using intelligent temperature and high-humidity fresh-locking technology, and will use high-humidity raw materials added with meat paste to complete the aging process. It retains abundant natural nutrients to a great extent, is easy to digest and helps your pet absorb. At present, the new upgraded products have been fully launched on all major platforms. The pet industry emerged in China less than 30 years ago, but in just a few decades, China's pet consumer market has developed vigorously and has now exceeded 200 billion. The industry is just beginning to emerge, and there is still a long way to go to educate consumers on the concept of pet care. The new "Guanneng Pagoda Nutrition" concept brought by Nestlé Purina is believed to be a catfish that promotes the development of China's pet industry, stimulating more companies and brands to invest in the market and actively compete in the field of pet nutrition. Let’s move towards a better tomorrow together. As Zhang Xiqiang, executive vice president of Nestlé Group and chairman and CEO of Nestlé Greater China, said in his speech at the press conference: "Nestlé China will continue to promote the introduction of global advanced technology and talents into China to accelerate the advancement of the pet industry. Promote the establishment and construction of the "industry-university-research" system for pet nutrition business in China, build the core competitiveness of China's pet industry with Chinese pet academic institutions, and firmly be the pillar and pioneer of the development of the pet industry. ”