From August 16th to August 20th, the 25th Asia Pet Exhibition returned to the Shanghai New International Exhibition Center. Kairisi, a leading domestic pet food brand that has been deeply involved in online channels, also made its debut at the Asia Pet Exhibition.

At a time when the pet food industry is becoming more and more "volumey", Kairisi has achieved continuous growth for more than five years in a row, and has also made preparations to advance to a mature brand through the layout of the entire supply chain. Prepare. At this Asia Pet Exhibition, with the mission of "making pets healthier, more energetic, and accompanying their owners longer", Kairisi brought a matrix of specialized pet products developed under the value proposition of scientific pet raising, providing The field of pet nutrition has brought new development trends and directions.

Public information shows that Kairisi was founded in 2017 and has gained 10 million consumers in just over five years, and has quickly become a leading brand in the domestic field.

According to the relevant person in charge of Kairisi, when Kairisi was founded, pet users entered a stage of rapid growth. Kairisi had a profound insight into users’ deep needs for healthy growth and long-term companionship of pets. . At that time, the market was dominated by general-purpose products. Therefore, Kairisi actively expanded its R&D investment, broke the full-grade food standard for commercially available products, innovatively proposed the brand concept of "scientific pet raising, specialized pets only", and started from the latest. Starting from the basic nutritional needs of pets, customized formulas are designed for different breeds, life stages, and body types, so that pets can obtain precise nutrition in a more targeted and efficient manner.

While continuing to meet the segmented pet-raising needs, Kairisi also found that because China’s pet industry started relatively late, the costs of pet-raising for consumers are relatively high, leaving many people with the “first The dream of only having a pet is far away. After keenly capturing this "pain point", Kairisi started from the mass market and mass price range, focusing on the domestic mass pet-raising population, and using relatively affordable pet food to reduce the economic pressure on consumers to raise pets and make consumers better Enjoy the fun rather than the burden of raising a pet.

In the special industry of pet food, a good brand must not only be guaranteed by product quality, but also need to devote more love and responsibility. To this goal, Kairisi focuses on formula, raw materials, and quality. Inspect three aspects to create an industry benchmark supply chain management and R&D system.

On the factory production side, Kairisi strengthens cooperation with suppliers and establishes long-term and stable cooperative relationships, while strictly implementing the supplier access and elimination mechanism. At present, its staple food products have been upgraded to top domestic staple food manufacturers such as Mingyue Anxin, Hanou, Biruji, and Fubei. Regardless of the formula or raw materials, Kairisi's control is very strict, so that every bag of staple food raw materials can be Traceability and implementation of high-standard batch-to-batch quality inspection process.

On the research and development side, Kai Ruisi believes that from the early dividend period to the later stage when competition is more intense, the brand still needs to accumulate the company itself and create unique competitive advantages. Therefore, Kairisi also attaches great importance to strengthening brand services and the construction of a dual-TA user satisfaction system. It has established and improved user feedback channels, actively listens to user suggestions and opinions, solves user needs, and feeds back to its own product research and development end to provide Users bring more high-quality products and better service experience. To this end, the proportion of Kairisi's investment in R&D this year has increased by 80% compared with last year.

Kerisi has proven through successful experience that only by operating brands and products based more on the actual needs of users can we serve more pet owners.

At the Asia Pet Exhibition, Kairisi staff said in an interview with the white paper team, "The main reason for Kairisi's rapid development in recent years can be attributed to the fact that we are more practical. Considering pets and pet families, we hope to serve more pet-raising people. ”

"For example, for today's young consumers, we have insight that this group has just entered the independent life of society. In this In the process, pets can serve as a very good provider of companionship and emotional value. Everyone is gradually willing to accept "it" in our lives to witness our growth. However, at the same time, the learning cost and money of raising pets are currently relatively high for consumers. The threshold is also relatively high, which deters many people, so we choose to start from the mass market and mass price range, develop special products for pets, and tailor functional supplementary meal plans that meet the growth, development and health needs of pets, so that they can Pets can obtain precise nutrition in a more targeted and efficient manner, so that consumers do not have to worry about buying bad or expensive products when choosing products from Kairis, and can focus all their energy on the process of growing up with their pets. Instead of being tired of making various strategies, or spending several times the price to buy imported food, this is also our mission, which is to "use professionalism to help pets become healthier, make pet raising more scientific, and keep pets company for a longer time." ”