Guohai Securities·2025-12-18 13:32Investment Rating - The report maintains a "Recommended" rating for the pet industry [1] Core Insights - The report analyzes the evolution of the pet industry over the past two decades, highlighting the shift from offline to online channels and the transition from distribution to direct sales. The rise of e-commerce has significantly accelerated the growth of domestic pet brands [6][8] - Online channels have become the primary sales avenue for pet food, leveraging e-commerce platforms to rapidly scale and reach mainstream consumers. The emergence of content-driven e-commerce has further enhanced customer acquisition and conversion capabilities [6][42] - Offline channels remain crucial for building trust and providing service-oriented consumption experiences, with professional stores and veterinary clinics playing a key role in offering product experiences and consultations [6][42] - The report emphasizes the need for brands to shift from broad expansion to efficient, lifecycle-focused operations in response to rising customer acquisition costs and market saturation. The competitive landscape is becoming clearer, with leading brands gaining significant advantages over smaller competitors [6][42] Summary by Sections Channel Evolution - The pet industry has undergone significant channel changes, moving from a dealer-dominated offline model to a direct sales online model, driven by e-commerce growth since 2012. The current phase is characterized by content-driven marketing and multi-channel integration [6][8][9] Online Channel Dynamics - Online channels have solidified their position as the largest sales channel in the pet industry, with retail share increasing from 47.7% in 2020 to 59.0% in the first half of 2025. The dominance of major platforms like Taobao and the rapid growth of Douyin highlight the evolving landscape [6][47] - The report notes that online purchasing behavior is heavily influenced by the convenience of buying pet food and treats, while offline spending is concentrated on services like veterinary care and grooming [6][49] Offline Channel Insights - The offline channel structure is diverse, comprising specialized pet stores, supermarkets, veterinary clinics, and other service-oriented businesses. While retail sales are lower due to high costs, offline channels are essential for service delivery and building consumer trust [6][72] - Direct sales through physical stores enhance consumer trust and repeat purchases, while veterinary clinics serve as authoritative channels for brand credibility [6][77] Brand Building and Competitive Strategy - The report identifies efficiency improvement and brand building as core strategies for navigating high costs and market saturation. Brands must focus on establishing trust and enhancing brand recognition to achieve premium pricing in a competitive environment [6][90] - The report highlights the importance of private traffic and refined operations as brands adapt to the evolving market landscape, moving away from reliance on public advertising to building direct connections with consumers [6][117]