Pet industry news, on November 5, the fifth China International Import Expo was held in Shanghai. Nestlé Purina brought 13 high-quality products in seven categories to the scene. The exhibits included pet staple food, pet snacks, and pet nutrition. Supplements, pet supplies, etc., including pet products debuting at the show for the first time.

Having appeared at the CIIE for five times, Nestlé Purina has seen the rapid development of the Chinese market. At the same time, the Chinese market has gradually become a key area for Nestlé Purina’s efforts, led by Nestlé Guanneng® Changfu™ series of adult cat food. A series of high-quality black technology products will also further increase Nestlé Purina’s share of the domestic market and provide a guarantee for better service to domestic consumers. On January 1 this year, Nestlé promoted the Chinese market to the Greater China region, bringing a new round of assistance to Nestlé Purina's local innovation and growth.

On November 6, Chen Xiaodong, head of Nestlé Purina pet food business in Nestlé Greater China, accepted interviews with multiple media online and revealed that Nestlé Purina will focus on "global layout. "Local Service" continues to make efforts.

Appearing at the CIIE for the fifth time

Exhibiting high-quality pet products

According to the editor’s understanding, Nestlé Purina, which made its fifth appearance at the CIIE, brought seven major categories. There are a total of thirteen products covering the diverse needs of pets throughout their life cycle, including: Guanneng® Changfu™ series of adult cat food, which conducts revolutionary research to reduce the allergens that cats cause human allergies and helps pet owners enjoy the freedom of sucking cats; rooted in scientific research , Guanneng® hypoallergenic full-price prescription food, which regards pet health as its development purpose; changes the feeding method, opens the era of wet food feeding, and combines wrapping technology to create Zhenzhi® wet food staple food canned food that has both nutrition and deliciousness; Domestic Exhibited for the first time, the Merrick® Pastoral and Black Gold series products use high-quality ingredients from real whole foods to achieve excellent nutrition and delicious taste.

In addition to displaying a series of high-quality products, Nestlé Purina also brought new thinking about China's pet consumption and industry development.

In Purina’s view, behind the current trend of quality pet consumption is the change in the relationship between humans and pets, as well as pet owners’ concern and emphasis on scientific nutrition and pet care. The continuous changes in the relationship between humans and pets have made the relationship between humans and pets no longer a simple breeding relationship. The relationship between humans and pets has become more and more equal. On this basis, pet owners’ concepts of pet care are constantly changing, and they are gradually building attention and awareness of scientific pet care. More pet owners realize that on the basis of being full and palatable, the scientific nutrition of pet food cannot be ignored.

In-depth localization

Develop around the principle of "global layout, local service"

In the interview, Chen Xiaodong revealed to the media that Nestlé Purina is going deep into the local area Global layout, he said that the overall idea of ​​Nestlé Purina’s participation in the CIIE can be shared in eight words – “global layout, local service”.

Nestlé Greater China Nestlé Purina

Chen Xiaodong, head of pet food business

The first point for the localization of Nestlé Purina is to deeply understand the needs of Chinese consumers. At the beginning of this year Purina also collaborated with external professional consulting companies to conduct large-scale local research on the entire industry, combining local consumer research and global research data to truly understand the needs of Chinese consumers more comprehensively.

The second point is the localization of R&D and production. China’s pet market is developing rapidly and has reached the second largest scale in the world.

If there is no very complete localized R&D and production layout, it will be very difficult. It is difficult to ensure that consumers’ diverse needs are met in different channels, different regions, and different scenarios.

In addition, there is the localization of omni-channel construction, full layout of multiple channels, and comprehensive coverage of online and offline stores and homes; as well as the localization of talent training, cultivating more local professional pet talents is Purina's role as a world leader. Natural responsibility from a reputable pet food supplier.

Develop new O2O in-depth marketing model

Establish Purina membership service system

During the interview, the editor also learned that Purina is To improve service timeliness and quality and more accurately meet the increasingly diversified and personalized consumer needs of pet owners, the new O2O in-depth marketing model has been regarded as the focus of development this year, and has taken the lead in cooperating with O2Os such as Ele.me, Meituan and JD Daojia. We have carried out in-depth cooperation with the instant home delivery platform, with more than 6,000 stores on the three major platforms, covering 100 cities.

When talking about the details of channel localization construction, Chen Xiaodong said that the first point is the combination of online and offline, or the combination of far field, midfield and near field, to ensure that in different channels There is a relatively sufficient layout, specifically: comprehensive coverage from online and offline to stores and homes.

Online can be subdivided into traditional e-commerce platforms such as JD.com, Pinduoduo, and Tmall, as well as interest-based e-commerce platforms such as Douyin, Xiaohongshu, and Kuaishou. Offline, it is necessary to make a comprehensive layout of special and general distribution channels, including breeding farms, pet shops, pet hospitals, supermarkets, etc.

Channel construction also includes the urban dimension. With the development of the pet industry, many people’s pet-raising consumption habits have gradually expanded from the central cities of North, Shanghai, Guangzhou and Shenzhen to other first-tier, second-tier, third-tier and fourth-tier cities. , pet owners in these cities will also have demand for high-quality pet food. As the demand of these consumers increases, Purina will also build its channels.

Purina’s future plan is products + services. Purina is establishing its own membership service system so that every consumer can obtain pet feeding and pet nutrition while purchasing products. Professional knowledge, as well as quick answers to some small pet-related scenarios.

In this group interview, there are some other questions

The editor will present them to you in the form of Q&A below

Q: Nestlé General How does Rena deal with potential competitors?

A: Any industry in the Chinese market, especially China’s fast-moving consumer goods industry, is a fully competitive industry, and industry competition is everywhere.

The industry needs full competition to develop healthily. For Purina, more and more competitors entering the pet industry can keep Purina alert. For consumers, there are more choices. The ultimate direction of corporate competition is to focus on consumer demand, and truly work hard on product R&D, production and quality. At the same time, we also hope that in the process of competition, we can continue to maintain our competitiveness in the pet industry through localized and imported high-quality products, coupled with good services.

Q: What are Purina’s core achievements globally this year?

A: Here we focus on two products. The first product is a probiotic supplement exhibited at this year's CIIE. It uses the world's leading technology and selects probiotics with very high vitality. It uses microcapsule packaging technology to directly reach the intestines in the form of live bacteria, effectively improving the intestinal tract. Healthy and helps enhance immune system health.

The second product is GN® Changfu™ series of adult cat food, which is the world’s first cat food that reduces cat allergens.

Q: How does Purina understand the quality consumption trend in the pet industry?

A: First, all product changes are based on changes in consumer demand. At present, pet owners are paying more and more attention to the health of their pets, and their attention to the scientific nutrition of pet food has increased significantly. It is a very obvious trend to eat well and even eat very scientifically and nutritiously.

The second is that pet food has returned to its essence as food. Consumers are gradually paying more attention to quality and are more rational. They will not just pay for a good concept, good packaging, and good marketing. Therefore, companies need to make consumers believe that you can truly produce high-quality products for them based on production and R&D capabilities.

The third is the diversification of demand. On the basis of ensuring product safety and quality, some consumers will pursue the ultimate functional ratio, while others value cost performance more. Therefore, Purina has proposed a "two-wheel strategy" in its product layout in the Chinese market, and has simultaneously developed high-end, super-high-end and mass product lines to meet the needs of different consumers.

PS: Due to the limited length of the article, the editor only listed some of the issues

Finally, Chen Xiaodong summarized the group interview. He said that in China, Purina’s future Based on the principle of "global layout, local service", we will introduce the most cutting-edge product concepts that are widely recognized by overseas consumers, while increasing the local R&D and production layout, establishing and improving the local supply chain system, and meeting the diversification of the Chinese consumer market. needs.

< p>Localization has become an important way for foreign-funded enterprises to integrate into the Chinese market. Brand localization provides consumers with an effective way to purchase, helps consumers build brand trust, deepens consumers’ understanding and recognition of brand products and services, and Further impact brand conversion rate and return on investment.

Purina’s in-depth localization layout also demonstrates Purina’s determination to deeply explore the domestic market and better serve every Chinese consumer. Based on Purina’s continuous insight into consumers in the domestic market, As well as analyzing the pain points of raising pets, Purina will develop more products that are more suitable for domestic consumers in the future, and its market visibility and share will also further increase.