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Matchwell was invited to participate in the WISE2023 Future Consumption Conference to share the evolution of pet food driven by supply chain collaboration and innovation!
发布时间 : 2023-12-06
作者 : jumbo
访问数量 : 62
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On November 29, Matchwell Yihe was invited to participate in the 36 Krypton Future Consumption Conference to share future consumption trends with leaders in all industries and fields. 2023 is a year when the economic general trend will change. Words that are often on everyone's lips include "consumption downgrade", "consumption fluctuation" and "economic downturn".

However, the pet industry has ushered in a significant upward trend and has become the focus of new generation consumers. With the rapid growth of the pet market, companies are facing higher challenges in the field of research and development, but they are also facing broader market opportunities. Matchwell Yihe CMO Luo Yang shared his insights and thoughts on the pet food industry at the WISE2023 Future Consumption Conference roundtable.

Matchwell Yihe was invited to participate in the WISE2023 Future Consumption Conference to share the evolution of pet food driven by supply chain collaboration and innovation! /></p><p>Matchwell Yihe won the FUTURE2023 New Trend Brand</p><p>01 Pet Industry in 2023</p><p>The pet food market will still maintain stable and rapid growth in 2023 situation. The number of cats and dogs continues to increase and is expected to exceed 150 million. Consumers pay more attention to the quality of pet food, and the main group is gradually getting younger and shifting to Generation Z. Within the industry, there is more investment in product research and development, factories, and marketing this year. </p><p>Matchwell Yihe CMO Luo Yang shared industry insights at the scene</p><p>02 Behind the hot products:</p><p>Interdisciplinary capabilities and cross-species insights</p><p > Yihe started from its own factory and went from behind the scenes to the front. In just a few years, it has produced a number of products that have become popular all over the Internet. There is a unique operating logic behind this. </p><p>Four years ago, we launched a snack specially designed for cats and dogs - crispy bone chicken drumsticks. This product uses a special steaming process to present the bones and meat of the chicken legs to pets in a complete form. At that time, we delved into snack sales data and found that pickled pepper and chicken feet topped the sales rankings. These beloved snacks have excellent purchase and conversion data across retail and convenience channels. </p><p>However, there is a lack of comparable products in cat and dog treats. This is because chicken bones are hard and brittle, making it easy for pets to get stuck in their throats when eating. Other stores will remove the bones or process the meat, so that the chicken legs cannot be presented in a complete form. </p><p>High-temperature steamed crispy bone chicken legs</p><p>Through our in-depth insight into this point, we found that people like to see complete chicken legs when buying pet food. In the same way, you may have this mentality when buying food for your pet. So we solved this problem technologically four years ago. It is not difficult to use technical means. What is difficult is to study people’s consumption behavior of snacks in supermarkets and successfully translate this into the field of pet food. Within three months, we have achieved It has reached the top of the category, achieved dual firsts online and offline, and has become the fastest growing product. </p><p>Yihe broke through the technical difficulties and made the chicken leg bones break into pieces</p><p>The second hot product is the dog teething stick, which sells for more than 1,000 yuan every year Thousands of bags of snack products. Its success comes from our insight into the pain points of dog owners. Dog parents all face a common pain point: if you don’t tie up your dog when you go to work, your home may be damaged. This is due to the nature of dogs. Since dogs feel lonely and bored at home, they instinctively like to chew, and if we don't allow dogs to relieve their stress, they will destroy the furniture. This is a pain point for dog owners, and we are deeply aware of it. </p><p>Yihe teething stick series won the title of </p><p>The most popular brand of Tmall dog snacks in 2023</p><p>Therefore, we started from the dog’s perspective and thought about how to create a Products that are truly suitable for dogs and that dogs will love. At this point, traditional consumer product big data methods, such as consumer surveys, interviews, and quantitative and qualitative analysis, are ineffective. Because cats and dogs cannot tell you their experience, feedback, preferences and adaptability to a product in words, and there are no objective and quantifiable measurements. Therefore, we introduce a definition of interdisciplinarity. We realize that we cannot simply think that as long as dogs can eat it, the product is successful. Instead, we need to conduct more in-depth research in multiple fields such as veterinary medicine, pet nutrition, and animal behavior. We strive to understand cats better than cats and dogs better than dogs. Behind this is the continuous construction and investment of interdisciplinary capabilities. </p><p>Based on these two points, the unit price of our teething stick is only more than 30 yuan, less than 50 yuan, but the sales of this seemingly simple product have exceeded 100 million. So this product is an exciting achievement for us. Throughout the process, we have continuously iterated, conducted in-depth research on pets, and are committed to launching products that adapt to different teeth, hardness, toughness, length, diameter, taste and meat quality, so as to select the best products. </p><p style=Matchwell Yihe was invited to participate in the WISE2023 Future Consumption Conference to share the evolution of pet food driven by supply chain collaboration and innovation! /></p><p>Teething sticks adapted to different teeth, hardness, toughness, length, diameter, taste and meat quality</p><p>03 When we are iterating on innovation itself</p><p>When consuming As consumers pay more and more attention to the taste, efficacy and other elements of pet food, product innovation requires even more accelerated investment. However, innovation itself is also an undertaking that requires constant iteration. In order to improve the success rate of new product development, continuous self-optimization is required. </p><p>Yihe does this well from four dimensions: product manager, consumer reputation, pet professionalism, and sustainable marketing. </p><p>Product Manager: Matchwell Yihe requires R&D personnel to be consumers first, and secondly to have a broader, younger, and more international vision; to be creative, inspirational, passionate, and discoverable , which is also the internal driving force for product innovation. Within Yihe, every employee has a pet. They share a curiosity about new things and like to explore product ideas from different countries and regions. </p><p>Consumer reputation: Yihe attaches great importance to consumer reputation. Ensure daily communication with consumers through Douyin, social media and other platforms to gain an in-depth understanding of product experience and feedback. Combined with the advantages of the supply chain, it can quickly adjust and iterate products to maintain continuous communication with consumers and product improvement. </p><p>Pet professionalism: The team has experts and scientific research teams from multiple industries such as veterinary medicine, animal nutrition, food nutrition, etc. to ensure that all product ideas have scientific support and provide professional support for the growth needs of pets. Assure. </p><p>Sustainable marketing: Yihe is committed to sustainable marketing. This means relying on the power of the brand fan community to continuously expand product exposure and reputation in a benign and healthy way. Not just simple promotion, but by enhancing product power as the primary driving force for sustainable marketing. </p><p>04 Efficient collaboration in Yihe’s own supply chain is king</p><p>First of all, for the pet food supply chain, its main components include the following six units:</p><p> 1. R&D Experimental Center</p><p>2. Source of core meat/auxiliary materials</p><p>3. Production and processing</p><p>4. Sterilization</p><p>5 . Quality control</p><p>6. Listing and circulation</p><p>Among these six sectors, Yihe Company has built its own corresponding supply chain supporting closed loop to ensure that each link is consistent with the brand. Standard and controllable. </p><p>For pet food brands, R&D is like a Michelin chef’s professional kitchen. In our R&D center, we have the raw materials, experiments, testing, process verification and other development environments required for all products. From inspirational ideas to samples, samples can be obtained in less than 24 hours. Yihe R&D Center is like an all-weather experimental field, with chef-level professionalism. </p><p>Second, Yihe’s core meat supplier is a well-known company that has been listed on the market. The transportation distance between the two factories does not exceed 100 meters, and it can be transported to our factory within 30 minutes to ensure that the ingredients are truly delicious and are also a human-edible source of meat. </p><p>Third, our production and processing adopts a flexible production management system, which can produce more than 50 products at the same time within 24 hours; therefore, we can very efficiently support all kinds of whimsical ideas and ideas from the brand side. Market demand. </p><p>Fourth, from sterilization to a self-built logistics cloud warehouse of more than 20,000 square meters, the transportation distance of each link will not exceed 100 meters. Taking advantage of location ensures ultra-efficient collaboration in every link. </p><p style=Matchwell was invited to participate in the WISE2023 Future Consumption Conference to share supply The evolution of pet food driven by chain collaboration and innovation!

Baimi Industrial Map achieves efficient collaboration

Yihe is still carrying out full-link digitization of the entire system, transparent upgrade and iteration, and improving the efficiency of overall team collaboration.

New products sold on Douyin have the ability to quickly understand consumer needs within 24 hours; complete delivery within 48 hours; complete new product iteration closed loop within 36 hours. Get consumer feedback on your product in the next 24 hours. Yihe continues to improve and improve, from consumers to business platforms to factories, forming a closed loop of product iteration.

05 The future of the pet industry is long-term.

Yihe has been deeply involved in the pet industry for 12 years. 2023 is an extraordinary year, marking the transformation of our brand. In the past, Yihe has focused on strengthening the comprehensive capabilities of the entire supply chain and production R&D. However, this year, we will be more refined and segmented on the brand side, consumer side, and product side, and build long-term brand development.

The overall market layout will also be more international, because the pet market is not limited to China, but covers the world. On the basis of Yihe's strong supply chain support and comprehensive R&D capabilities, it will actively develop towards the global market and practice the direction of "China's world, China in the world".

Matchwell Yihe Product Quality Inspection Report - Original Cut of Whole Pear Cream Duck Breast
PetRhein, a sister company of MedRhein, made a wonderful appearance at the 25th Asia Pet Exhibition, building a new bond between China and Europe for pets

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