宠物粮高端细分内卷，智能用品全屋发展｜世研消费指数品牌榜Vol.81

Core Insights - The article highlights the competitive landscape of the pet food industry, emphasizing the dominance of domestic brands during the 618 shopping festival, with significant sales growth in the sector [3][4]. Group 1: Brand Performance - The top three pet food brands based on comprehensive heat index are Mytodale (1.80), ROYAL CANIN (1.78), and 船列加特 (1.75), showing increases in their rankings [1][2]. - Mytodale leads in multiple categories including cat snacks and dog food on the Tmall platform, while new categories like air-dried and baked food are experiencing rapid growth [4]. - Brands are increasingly focusing on high-end, segmented, and functional products to meet evolving consumer preferences, particularly among the Z generation [4]. Group 2: Market Trends - The total sales for pet food during the 618 shopping festival reached 75 billion yuan, marking a 36% year-on-year increase [3]. - The trend towards health-oriented and refined feeding practices is evident, with brands like ROYAL CANIN entering the top 20 food rankings with specialized prescription diets [4]. - Emerging platforms like Douyin and Kuaishou are becoming crucial marketing channels for new brands, necessitating rapid product updates and innovative marketing strategies [4]. Group 3: Smart Pet Products - The smart pet products segment is evolving towards "whole-home pet intelligence," enhancing the quality and convenience of pet ownership [5]. - Brands like 小佩宠物 are focusing on smart feeding devices and litter boxes, competing on features such as precision, safety, and design aesthetics [5]. - Lifestyle brands like 网易严选 are leveraging their supply chain capabilities to offer a comprehensive shopping experience across various pet product categories [5].