Core Viewpoint - The article discusses the launch and rapid expansion of "Paiteshengsheng," a new pet fresh food brand founded by Hou Yi, the creator of Hema, highlighting its innovative approach and potential challenges in the pet food market [2][4][30]. Company Overview - "Paiteshengsheng" opened its first store in Shanghai in February 2024, attracting significant attention and foot traffic due to its fresh food offerings and instant delivery service [2][4]. - The brand completed a record-breaking $25 million (approximately 181 million RMB) angel round financing within six months of its establishment, showcasing its strong fundraising capability [4]. Market Strategy - The store features a 200-square-meter layout divided into three main areas: fresh food preparation, pet supplies, and a social interaction space for pet owners, enhancing customer experience [5][7]. - The brand offers a wide range of products, with over 50% being its own brand, and employs a low-price strategy, with fresh pet food priced at 24.9 RMB for 500 grams, significantly lower than competitors [7][16]. Expansion Plans - Hou Yi aims to open 100 stores in Shanghai by 2025, with rapid expansion already underway, having opened 12 stores by mid-May 2024 [12][14]. - The brand's growth is supported by a highly efficient supply chain, leveraging Hema's logistics to reduce costs and maintain high profit margins [14][20]. Consumer Engagement - The service model focuses on "human-pet synergy, in-store experience, and instant satisfaction," catering to the emotional needs of young pet owners [12][24]. - The brand has achieved a 45% repurchase rate and an average transaction value exceeding 200 RMB, indicating strong customer loyalty [12]. Industry Context - The pet food market is experiencing growth, with a projected market size of 300 billion RMB and a 7.5% annual growth rate in 2024, although fresh pet food currently represents only 5% of the market [26][30]. - The traditional pet food market is dominated by dry food brands, presenting a challenge for new entrants like "Paiteshengsheng" to shift consumer preferences towards fresh food [27][29]. Competitive Landscape - The brand faces competition from established dry food brands and must overcome consumer inertia towards existing products [27]. - The unique selling proposition of fresh food may be difficult to sustain as competitors may replicate the supply chain advantages and pricing strategies [29].

Group 1 - The pet fresh food new retail sector has seen a significant development with the announcement of a $25 million angel round financing for the brand "Pait Fresh," founded by Hou Yi, which sets a new record for financing in the pet industry [1][3] - The funds will be primarily used to advance three core strategies: product innovation through big data customization, building an efficient supply chain to ensure product freshness and quality, and refined operation and expansion of stores to strengthen market position [3] - Pait Fresh was officially established at the end of 2024, with a clear equity structure where Hou Yi holds 51% and Huang Hualong, the founder and chairman of pet product manufacturer NAIWEIK, holds the remaining 49% [3] Group 2 - The first store of Pait Fresh opened for trial operation in Shanghai on February 22, 2024, quickly attracting attention from pet owners due to its unique fresh food concept, leading to the opening of 9 additional stores shortly after [3] - Pait Fresh has introduced three differentiated store types to cater to various regions and consumer groups: pet-friendly stores, mall stores, and community stores [3] - Hou Yi emphasized the focus on new retail physical stores while achieving seamless online and offline integration, stating that the pet food market is largely untapped compared to human food [3]