Petpal Tech.(SZ:300673) Zheng Quan Shi Bao Wang·2025-08-26 11:27Core Viewpoint - Petty Co., Ltd. is transitioning from a pet snack OEM to a global pet food brand, focusing on quality and long-term strategies, with significant attention on its New Zealand production line and the "Jueyan" brand [1][8]. New Zealand Production Line - The New Zealand production line is set to begin large-scale production in March 2024, with an annual capacity of 40,000 tons, focusing on high-quality pet food [2][3]. - The production line utilizes advanced technology and aims to produce 90% meat-based puffed pet food, targeting the high-end digestible pet food market [2][3]. Strategic Planning - Petty has a five-year strategic plan for the New Zealand project, which includes developing high-end OBM brands and providing comprehensive solutions for distributors [3][4]. - The company is focusing on unique formula development based on New Zealand ingredients to enhance pet health, with a commitment to quality over mere high-end branding [5][6]. Competitive Advantage - Petty's competitive edge lies in its focus on high-quality, pure ingredients and a robust global supply chain, ensuring food safety and product quality [4][6]. - The company emphasizes the importance of formula research, which can take 2-3 years, to create balanced nutrition for pets [4][5]. Market Positioning - Petty is avoiding price wars in the competitive pet food market, focusing instead on quality and consumer education regarding ingredient sourcing and product benefits [7]. - The company recognizes a shift in consumer behavior towards more informed purchasing decisions, which is expected to drive the high-end pet food market towards quality-driven choices [7]. Future Outlook - Petty plans to expand its product range to cover all pet food categories, with a focus on improving pet health through quality ingredients rather than additives [8]. - The company aims for gradual brand development, prioritizing long-term value for pet health over short-term market gains [8].