3 6 Ke·2025-12-02 10:23Core Insights - The Chinese pet market is approaching a scale of 300 billion yuan, with a remarkable compound growth rate, being referred to as the "last blue ocean" for investment opportunities [1] - Despite being a major producer of pet snacks globally, China has yet to develop a domestic brand that commands consumer trust and premium pricing [1][3] Industry Overview - The pet food industry in China has evolved from a manufacturing base to a market-driven sector, with companies like Zhongchong Co., Petty Co., and Guibao Pet relying heavily on OEM/ODM services for foreign brands [3] - The "manufacturing-heavy, branding-light" model has created a dependency that hinders the development of strong domestic brands, as companies struggle to shift from cost control to brand value creation [3][4] Challenges in Branding - Many companies focus on raw material specifications and cost-effectiveness, neglecting brand identity, emotional connection, and user experience, which are crucial for building a strong brand [4] - The dual role of being both competitors and partners to foreign brands complicates strategic decisions, leading to a lack of focus on brand development [4] Financial Dynamics - The industry is caught in a "burning money" cycle, with many new brands relying on social media marketing and influencer partnerships to drive sales, resulting in high sales expenses but low R&D investment [7][8] - Sales expense ratios for leading companies are alarmingly high, often between 15% and 25%, while R&D spending remains low at around 1.5% to 2.5% [8] Trust Issues - A significant "trust deficit" exists in the Chinese pet food market, stemming from past scandals and a perception of domestic products as inferior, which perpetuates a cycle of low pricing and low quality [11][12] - Efforts to rebuild trust through transparency and regulatory compliance have not fully addressed consumer concerns, leaving many brands trapped in low-end market segments [12] Future Outlook - The current market dynamics suggest that true industry leaders will emerge not from flashy marketing but from a focus on quality and technological innovation [13] - The shift in investor sentiment towards profitability and sustainable growth indicates that brands relying solely on aggressive marketing strategies may struggle to survive [12][13]