行业视角揭示了更深层矛盾。一位宠物连锁店创始人告诉经济观察报，派特鲜生选址集中于人流密集 区，但此类区域并非养宠人群高频活动范围，高昂租金与目标客群错位。小红书等社交平台上，也有不 少网友反映部分门店选址对宠物并不友好。一位宠物食品品牌商表示，宠物鲜食需冷链配送，保质期 短，且行业缺乏统一标准，更适合作为前置仓业务覆盖周边私域社群，而非大规模线下开店。 虽然派特鲜生所在的宠物赛道是近年来颇受关注的领域，但宠物鲜食细分市场则仍处于早期阶段。根据 毕马威发布的《2025年中国宠物行业市场报告》，到2025年，中国宠物市场规模预计将突破8114亿元， 宠物食品作为刚需品类占据最大市场份额。欧睿国际数据显示，2025年全球宠物鲜粮市场规模将突破45 亿美元，年复合增长率达21.3%，远超传统干粮市场。但在中国，鲜食喂养渗透率仍不足5%，远低于美 国的36%。 尽管派特鲜生退场，宠物鲜食作为消费新趋势仍在发展。近年，全球宠物鲜食市场竞争加剧，高露洁收 购澳洲鲜食龙头品牌Prime100，美国鲜食品牌Freshpet第一季度销售额达近19亿元人民币，同比增长 17.6%。相比之下，国内宠物鲜食仍处于发展初期。在2024年 ...

在派特鲜生宣布关闭线下门店后，侯毅在第一时间选择直播回应市场的关切。他表示，经过董事会同 意，公司将在未来一至两个月内退出宠物实体门店这一市场，但会保留少量线上业务。 （原标题：宠物鲜食线下模式承压，派特鲜生团队转攻线上） 21世纪经济报道记者吴抒颖 仅约半年，盒马前CEO侯毅为其新创业项目派特鲜生绘制的"百店"蓝图宣 告搁浅。 "派特鲜生"近期调整运营策略，其称因线下门店面临持续经营压力，公司计划于2025年12月中旬关闭全 部18家线下门店，后续业务将聚焦线上。大众点评平台数据显示，其目前已有7家门店处于关闭状态。 今年2月，侯毅创立宠物食品新零售品牌派特鲜生，主要售卖宠物现制鲜食、冷藏鲜食和创新糕点，还 提供超300款量贩零食和一线宠物品牌商品，并辐射3公里范围内的即时零售消费需求。彼时侯毅展望， 派特鲜生2025年在上海开出100家直营门店，覆盖主城区。 派特鲜生项目启动以后，侯毅火速融资。今年5月，派特鲜生宣布完成2500万美元天使轮融资，创下近 年来宠物行业天使轮融资新高。 在回应中，侯毅分析了线下模式遇到的挑战。他提到，派特鲜生的鲜食产品单价约为每100克11至12 元，但在"双11"大促期间， ...

Core Viewpoint - The article discusses the significant business adjustments of the pet fresh food retail project "Paiteshengsheng," founded by Hou Yi, highlighting the closure of all physical stores while retaining online operations due to market challenges and consumer behavior [2][4][12]. Business Adjustments - Paiteshengsheng plans to close all physical stores by mid-December 2023, focusing on online sales instead [2][4]. - The project, which initially aimed to open 100 stores in Shanghai, is now undergoing a major restructuring after less than a year of operation [3][12]. Market Challenges - Hou Yi stated that the pet fresh food market is not currently favorable, with a small market size and limited consumer interest in switching from traditional pet food [4][20]. - The fresh food products require thawing, making them less convenient for consumers, which has impacted the competitiveness of physical stores [4][20]. Consumer Behavior - The article notes that while the concept of fresh pet food is appealing, actual consumer adoption is slow, requiring time for market education [20][22]. - There are concerns among pet owners regarding the safety and quality of the fresh food products, with some reports of adverse reactions from pets consuming these products [24][25]. Financial Aspects - Paiteshengsheng raised $25 million in angel funding earlier in the year, which is the highest amount for a front-end brand in the domestic pet industry this year [11][28]. - The business model faces challenges in balancing costs and profitability, particularly with the commitment to low pricing leading to low profit margins [25][26]. Future Outlook - Despite the current setbacks, the article suggests that the adjustments made by Paiteshengsheng do not signify the end of the pet fresh food market, but rather a necessary evolution [29][30]. - Hou Yi remains optimistic about future ventures in the retail sector, emphasizing the importance of product quality over sales channels [5][30].

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]