The Rise of Domestic Pet Food: From the Bottom of the "Contempt Chain" to a New Era of Brand Marketing

The Rise of Domestic Pet Food: From the Bottom of the "Contempt Chain" to a New Era of Brand Marketing

"Pet food is a category that needs to race against time." This statement highlights the challenges and opportunities facing domestic pet food. In recent years, with the continuous growth of China's pet market, domestic pet food brands have also entered a period of rapid development. However, for a long time, domestic pet food has been shrouded in the shadow of "poisoned cat food" and occupies the bottom of the "contempt chain" in the minds of consumers. So, can domestic pet food break through this predicament and achieve a turnaround?

I. The Embarrassing Situation of Domestic Pet Food

The domestic pet market started late, and existing products cannot meet user needs. In addition, the lack of market supervision in the early stage led to a mixed bag of pet food companies, resulting in frequent incidents of pet deaths caused by poisoned food. These factors have led to domestic pet food being at the bottom of the pet food contempt chain for a long time.

II. Market Opportunities for Domestic Pet Food

With the rapid increase in the number of pet owners, the pet food market size is also growing rapidly. According to iResearch data, the domestic pet market reached 295.3 billion yuan in 2020, of which the pet food market reached 138.2 billion yuan, accounting for 46.8%. The huge market potential provides opportunities for the development of domestic pet food.

III. New Brand Marketing Strategies for Domestic Pet Food

In recent years, domestic pet food brands have begun to actively adopt various marketing strategies to try to reverse consumers' negative impressions of domestic pet food.

Data Transparency, Building Trust: Domestic pet food brands have begun to publicly release product ingredient analyses, test reports, and compare them with data on the ingredients of leading foreign pet food brands to enhance consumer confidence in their products.
Brand Stories, Shaping Image: Brand founders use videos, live broadcasts, and other methods to introduce brand stories, product development processes, and showcase cat testing bases, etc., to bridge the gap with consumers and improve brand favorability.
科普 Education, Guiding Cognition: Brand owners actively conduct market education, popularize pet food knowledge to consumers, guide consumers to consume rationally, and establish scientific feeding concepts.
Marketing Investment, Expanding Influence: Brand owners increase marketing investment in variety shows, TV dramas, endorsements, etc., to increase brand awareness and influence.

IV. Supply Chain Challenges for Domestic Pet Food

Currently, domestic pet food brands generally adopt an outsourced production model, while the scale, technology, and management of outsourcing factories have many problems, leading to difficulties in ensuring product quality.

Outsourcing Model, Quality Risks: Most brands rely on the ODM outsourcing model, with the formula and technology in the hands of the factory, and brands have weak control over the supply chain, making it difficult to guarantee product quality.
Research and Development Capabilities, Bottlenecks: Brands are small in scale and have weak R&D capabilities, lacking their own laboratories and pet experimental bases, making it difficult to conduct independent research and development and production.

V. Future Development Directions for Domestic Pet Food

If domestic pet food wants to truly achieve a turnaround, it must establish its own research and development capabilities and systems, strengthen supply chain management capabilities, create differentiated products, and meet the diverse needs of consumers.

Build Your Own Factory, Improve Control: Brand owners start to build their own processing plants to control raw materials, precipitate process technology, and strengthen quality management.
Research and Development Innovation, Creating Differentiation: Brand owners need to increase R&D investment, develop pet food that meets the real needs of pets and has unique functions, to meet the diverse needs of consumers.
Strengthen Supervision, Regulate the Market: Government departments need to strengthen supervision of the pet food market, formulate stricter standards to ensure product safety and protect consumer rights.

VI. Opportunities and Challenges for Domestic Pet Food

The development prospects of domestic pet food brands are promising, but they still face many challenges.

Consumer Upgrades, Diverse Needs: Consumers' requirements for pet food are constantly improving, and brands need to constantly innovate to meet consumers' diverse needs.
Market Competition, Fierce and Cruel: Competition in the domestic pet food market is increasingly fierce, and brands need to have strong research and development capabilities, supply chain management capabilities, and brand marketing capabilities to stand out from the competition.
Trust Reconstruction, A Long Road Ahead: Domestic pet food brands need to put in more effort to reshape consumers' perception of domestic pet food and rebuild trust.

Conclusion

The development of domestic pet food depends on the joint efforts of the government, enterprises, and consumers. Only by continuously innovating, strengthening supervision, and improving product quality can domestic pet food truly achieve a turnaround and inject new vitality into China's pet market.

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