At the CIIE, Nestlé Purina showed up with a variety of high-tech pet food products, once again demonstrating its strong product power and market dominance in the high-end market.

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The products on display at Nestlé Purina cover pet staple food, pet snacks, pet nutritional supplements, pet supplies and other categories, including many of the world's leading revolutionary products:

- The Guanneng® Changfu™ series of adult cat food reduces cat allergens that cause human allergies and helps cat lovers with cat allergies achieve "freedom to suck cats." Studies have shown that [1] this product can significantly improve immunity in the third week of feeding. Reduces major allergens in cat hair and dander by an average of 47%.

-For the first time in China, the Merrick® Pastoral and Black Gold series products are exhibited using whole food high-quality raw materials to obtain excellent nutrition and delicious taste.

-The overall digestibility is high, and the raw materials are hydrolyzed protein and single hypoallergenic starch, which greatly reduces the risk of allergy. Guanneng® hypoallergenic hydrolyzed prescription food for adult cats and adult dogs

-Microencapsulation technology allows live bacteria to reach the intestines directly. GN® probiotic products recommended by veterinarians

-Research shows [2] that continuous feeding for 28 days can reduce teeth by an average of 57%. Teeth Cleaning Stick for Dogs

These cutting-edge products show Nestlé Purina’s continued investment in the pet market, said Mr. Chen Xiaodong, head of Nestlé Purina Pet Food Business in Nestlé Greater China He said, “With the help of the CIIE, I believe consumers can personally feel Purina’s 128-year long-term scientific research strength and strict control of product quality, and continue to provide consumers with updated formulas and higher-quality products.” .

“True understanding of consumers is the starting point of everything”

With the changes in the relationship between people and pets, more and more pets have gradually become members of the family, and pet owners have more and more concerns about pet food. The demand has gradually escalated from keeping pets well fed to eating well and healthily. As pet owners become more concerned about their pets' health and quality of life, quality has gradually become a core trend in pet consumption. Relevant survey reports show that pet owners are increasingly paying attention to the efficacy of products and are more willing to pay for high-end brands and functional products.

In addition to grasping big consumer trends, Nestlé Purina has made more investments in grasping local consumer demand. "Different regions and different groups of people have different taste preferences and needs for food. Similarly, pets in different regions also have different characteristics. For example, unlike Europe and the United States, pets in China are more domesticated than free-range," Chen Xiaodong said, "It must be emphasized that Only by truly understanding Chinese local consumers can we continuously develop products that they really need."

It is reported that Purina will do a global launch every three to five years. This consumer survey has been going on for nearly 50 years and has generated a complete and systematic classification of consumers. At the beginning of this year, China Purina also used professional consulting companies to conduct a large-scale local survey on the entire industry. "Combining global consumer insights and local in-depth research, I believe we can truly understand the needs of Chinese consumers," said Chen Xiaodong.

Global layout, local service

"Under the premise of the country's new development pattern of 'dual cycle', Purina will adopt the two directions of 'overseas introduction and local R&D and production' "Carrying out product layout", Chen Xiaodong introduced: "Overseas introduction means that Purina will continuously introduce our global cutting-edge product concepts that are widely recognized by consumers into the Chinese market. At the same time, it will also increase local R&D and production layout, establish and improve local supply chain system to meet the growing consumer demands of consumers. Through product construction in these two aspects, we can better meet the diverse needs of the Chinese consumer market."

Currently, Nestlé Purui. Na's understanding of localization mainly emphasizes the following points:

The first is the localization of consumer insights, which is an origin of localization. The understanding of European and American consumers and Asia-Pacific consumers cannot be combined Put it on Chinese consumers.

The second is the localization of R&D and production. The Chinese market is huge, with the largest number of pets in the world, and the second largest market size in the world. Its rapid growth requires a very complete localized R&D and production layout to support it. Consumers have diverse needs in different channels, different regions, and different scenarios.

The third is the construction of localized omni-channels, combining online and offline to store and home, and the comprehensive establishment of far-field, mid-field and near-field. Only the comprehensive construction of localized channel system can support Chinese consumers’ demand for products. Diverse needs for products and services. Nestlé Purina’s pet food business has taken the new O2O in-depth marketing model as its development focus this year. It has taken the lead in in-depth cooperation with O2O instant home delivery platforms such as Ele.me, Meituan and JD Daojia. Currently, there are more than 6,000 stores on the three major platforms, covering The number of cities has reached 100, and the overall O2O channel market share leads the industry.

The fourth point is the construction of localized talents. The pet industry is a rapidly developing emerging industry with insufficient professional talent reserves. It is also important for Purina, as a leading international food supplier, to cultivate more local professional pet talents. Manufacturer's Responsibility.

Two-wheel drive, rapid growth

Purina is currently making a comprehensive layout in the Chinese market from multiple dimensions and vigorously developing it.

From the perspective of meeting the different product needs of consumers, pet food is divided into ultra-high-end, high-end, mass and economical price segments. Purina will focus on the ultra-high-end, high-end and mass market;

From the perspective of product form, Purina’s products will cover the four major areas of cats, dogs, dry and wet;

From the perspective of pet health status needs, Purina Comprehensive layout of prescription food, daily food and functional food.

“We will make a comprehensive layout in different price bands, different product forms, and different formula and functional requirements,” Chen Xiaodong said.

In the third quarter of this year, Purina pet care products were Nestlé’s “largest contributor to organic growth” globally, mainly due to its high-end brand Purina Crown Energy® based on scientific formulas. Purina Purina ONE® and Zhenzhi®, as well as prescription food products, continue to have strong development momentum. In Greater China, Purina Pet Care also achieved high single-digit growth, with Mon Petit®, Zhenzhi® and the recently launched Teeth Life® performing prominently.

Previously, Zhang Xiqiang, executive vice president of Nestlé Group and chairman and CEO of Nestlé Greater China, told the media that its goal is to achieve annual revenue of 100 billion by 2030. Annual revenue will reach 60 billion in 2025.

In this regard, Chen Xiaodong said: "We must maintain high growth, because China is gradually becoming the world's largest pet market, with nearly 10 million new pets every year, and China's pet industry It is in a period of rapid growth and this trend should continue in the next three to five years.”

“For the overall goal of the Greater China region, Nestlé Purina’s role is very clear, which is to become. The business growth engine for the entire Greater China region," said Chen Xiaodong.