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].

价格打下去，鲜度做上来。 本文为IPO早知道原创 作者｜Stone Jin 微信公众号｜ipozaozhidao 据IPO早知道消息，原盒马创始人侯毅日前携全新宠物食品新零售品牌"派特鲜生"正式亮相，开启千 亿宠物赛道新征程。 侯毅在派特鲜生品牌启动暨战略合作伙伴大会上表示，"宠物不仅仅是我们忠诚伙伴，更是我们的家 人。"随着社会的发展，越来越多的人将宠物视为家庭的一部分，对宠物的关爱和投入也日益增加。 据 侯毅 透露， 派特鲜生在2025年将深耕上海市场，计划开出100家门店，完成上海主要城区的覆 盖。 通过不断优化产品和服务，派特鲜生希望能够推动宠物食品行业向更高品质、更健康的方向发 展，让宠物真正过上幸福生活。 具体来讲：在产品层面，针对"吃不好、不好吃、被迫吃"的痛点，派特鲜生的产品理念强调"回归本 源，恢复宠性"，主张以新鲜食材、鲜骨肉为主的膳食结构，摒弃传统的单一干粮和工业化营养添加 剂，倡导新鲜食材的多样性，来满足宠物营养丰富性的需求。 譬如，派特鲜生的冷冻新鲜食品采用先进的食品加工技术，如HPP高压低温杀菌技术、巴氏低温杀 菌技术和高压萃取技术，确保食品在加工过程中最大限度地保留营养成分和美味 ...