2024凯瑞思品牌拆解报告

Investment Rating - The report does not explicitly state an investment rating for the industry or the specific company. Core Insights - KERES brand focuses on scientific pet nutrition, offering a range of products tailored to different pet breeds, life stages, and health conditions [5][12] - The pet food market is experiencing fluctuations, with cat food and snacks showing higher sales compared to dog food, indicating a preference for cat products among consumers [12][19] - KERES has established itself in the top 10 brands within the pet food sector, maintaining a competitive position against established brands like Royal Canin and Maffidi [18][30] Summary by Sections Brand Introduction - KERES was founded in August 2017 in Jinan, Shandong, and is a subsidiary of Shandong KERES Animal Nutrition Co., Ltd. The brand promotes a philosophy of "scientific pet care" and specializes in customized nutrition for pets [5][6] Market Analysis - The pet food industry, particularly in the online segment, shows a significant focus on cat food, with sales figures indicating a decline in dog food and snacks while cat health products have seen growth [12][13] - Monthly transaction indices for cat and dog food reveal fluctuations, with cat food maintaining higher sales volumes compared to dog food [12][13] Sales Channels - KERES primarily sells through Taobao, with sales on this platform being approximately ten times that of Douyin [38] - The brand's self-operated sales account for a significant portion of its revenue, indicating a strong direct-to-consumer strategy [40] Competitive Landscape - KERES competes with top brands in the market, focusing on affordability and targeting specific consumer segments, which differentiates it from competitors that emphasize premium features [19][30] - The brand's market share and ranking have shown variability, with KERES maintaining a position within the top 10 brands in the pet food category [18][30] Consumer Demographics - The target demographic for KERES is older, with a concentration in cities like Shenzhen and Suzhou, particularly among consumers aged 31-50 [35]