Core Viewpoint - 2024 is projected to be the most challenging year in the past decade for the industry, with significant difficulties anticipated for small and medium enterprises [1][99]. Group 1: Industry Overview - The consensus among entrepreneurs is that 2024 will be particularly tough, with many small businesses struggling to survive [2][99]. - Approximately 90% of small and medium enterprises in China do not survive beyond three years, highlighting the challenges faced by new businesses [4]. Group 2: Market Dynamics - The pet food industry has a compound annual growth rate (CAGR) that ranks second among consumer goods, indicating substantial growth potential as pet ownership increases in China [17]. - The industry concentration ratio (CR10) for the pet food sector was only 24% in 2022, suggesting a relatively low level of market maturity compared to other sectors like infant formula, which has a CR10 of 70% [20][19]. - The best entry window for new players in the pet food market was identified as 2017-2021, with 2021 being the last optimal time for non-resource-based entrepreneurs to enter [23]. Group 3: Business Challenges - The COVID-19 pandemic significantly impacted business operations, with supply chain disruptions and cash flow issues arising from lockdowns [36][37]. - The company faced challenges in logistics and inventory management during the pandemic, leading to a need for adaptive strategies [40]. Group 4: Product Development and Strategy - The company focuses on high-quality, functional pet food products, emphasizing transparency in ingredient sourcing and quality control [53][56]. - The development of a weight management cat food product was driven by a commitment to pet health, despite market trends favoring weight gain products [58]. Group 5: Marketing and Customer Acquisition - The company has relied on guerrilla marketing tactics to acquire customers, particularly through social media platforms like Douyin and Xiaohongshu [63][71]. - The shift in platform dynamics, particularly on Douyin, has necessitated a reevaluation of marketing strategies, with a focus on building relationships with pet influencers [73]. Group 6: Financial Performance and Future Outlook - The cost of acquiring new customers has doubled from 2022 to 2024, indicating increased competition and market pressures [62]. - The company has maintained a break-even point early in its operations, but this cautious approach may have limited growth opportunities during a critical market expansion phase [92].
一个新消费品从业者的五年创业思考