柴犬"六六"在宠物烘焙店的一岁"生日宴"。 受访者 供图 三湘都市报1月12日讯 1月12日下午，长沙"化影拾光"园区内，柴犬"六六"带领着它的"朋友们"，在一家 宠物烘焙店内开启了它的一岁"生日宴"，"生日蛋糕""麻辣烫"等现做宠物食品依次端上桌……这样的场 景，近段时间在长沙并不罕见。主打宠物鲜食、零食，兼具社交与休闲功能的宠物零食店，正悄然出 现。 另一名消费者小赵从2024年开始给宠物购买现做零食。在她看来，这类消费更多满足的是让宠物"尝试 新口味"和有"陪伴感"。"作为加餐，不会喂太多。"小赵说。 在多名受访者的表述中，一个共识逐渐清晰：这类宠物零食并非刚需，而是一种带有明显情绪价值的消 费选择。 "宠物零食店的运营成本并不低。"敲敲介绍，"与传统宠物零食相比，鲜食、鲜冻产品的成本更高，与 普通餐饮消费差不多。主要是食材和人工费用比较高。" "宠物烘焙店"受年轻养宠群体青睐 "六六"过生日的这家"宠物烘焙店"去年12月开业，是一家以宠物鲜食、零食为主的门店。主理人敲敲向 记者介绍，"开店并不复杂，就是源于自家的养宠经验。我们家有5只宠物，平时在家自己也会给狗狗做 吃的，慢慢就发展成现在这样。" 与传 ...

Core Insights - The founder of Hema, Hou Yi, announced the closure of all offline stores of his pet food brand, Paitexiansheng, by mid-December, retaining only online operations due to high costs and low profitability of small-scale physical stores [1][2] Group 1: Company Overview - Paitexiansheng was established in 2024, focusing on a "freshly made" pet food retail model, with 18 stores opened by November 19, 2023, of which 7 have already closed [1] - The brand aimed to expand rapidly, with a goal of opening 100 stores in Shanghai by 2025, and raised $25 million in angel funding, setting a record in the domestic pet industry [1][3] Group 2: Challenges Faced - The failure of Paitexiansheng is attributed to two main issues: the discount store model not resonating with consumers who prefer established industrial brands, and difficulties in promoting fresh food products due to higher pricing compared to competitors [2] - The operational challenges include the need for cold chain logistics for fresh food, short shelf life, and a lack of unified industry standards, making large-scale offline stores less viable [2][3] Group 3: Industry Context - The pet food market in China is projected to exceed 811.4 billion yuan by 2025, with pet food being a crucial segment [3] - The global fresh pet food market is expected to surpass $4.5 billion by 2025, with a compound annual growth rate of 21.3%, indicating a growing trend despite Paitexiansheng's exit [3] - The penetration rate of fresh food feeding in China remains below 5%, significantly lower than the 36% in the U.S., suggesting room for growth in this segment [3] Group 4: Future Directions - Hou Yi reflected on the need for deeper understanding of the pet food industry, indicating a potential return to familiar territory in the fresh food sector for future ventures [4]

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].

以下文章来源于凤凰生活报告 ，作者凤凰WEEKLY 凤凰生活报告 . 是衣食住行，也是时尚与商业。 最近的打工生活里，有一条新闻让我破防了： 上海一家宠物生鲜店开了宠物麻辣烫，自选肉菜，上海人买爆了。 放眼望去，取餐柜花花绿绿，食材码放得齐齐整整，俨然长得和张X、杨国X一模一样； 来源丨凤凰生活报告（PhoenixLifestyleRpt） 作者 | yumi 编辑 | 杜都督 图源丨Midjourney 仔细一看，没有人造肉、和成丸子、科技狠活……甚至旁边的甜点还是动物奶油做的。 再看价格：一斤24.9元……和我吃的麻辣烫一个价。 据说，这麻辣烫其实是一家宠物生鲜店，人送外号"狗界盒马"。 虽然给猫猫狗狗花钱的大军里，上海人总是走在前列。 但这是我第一次挠头沉吟： "大城市的狗，和大城市的牛马，到底谁的待遇更好？" 中产养宠，到底有多离谱？ 这里，是两亿人一亿狗的徐汇西岸。 有人给柯基配备高级滑板玩路冲，有人给灵缇量体裁衣remake世上只有一套的时尚look。 图源：小红书博主 王馍馍 光怪陆离的魔都，每天为宠物花钱的人，可以贡献无数让人惊呼"世界真奇妙"的细节。 对于养狗派来说，氪金的重点领域在于"出门 ...