2025年12月，深圳。在第九届亚宠华南展这片汇聚全球产业焦点的舞台上，国产宠物品牌凯锐思的展 位，成为一个独特的"引力场"。这里不仅展示产品，更在构建一个完整的"科学养宠"生态。在宠物行业 迈向3000亿规模、竞争从渠道转向价值链效率的深度博弈期，凯锐思以其八年磨一剑的"科学养宠.专宠 专用"体系，向行业演示了如何穿越同质化红海，实现从规模增长到价值引领的质变。 一、深度互动：将"专业"转化为可感知的用户体验 "陪伴时光"艺术工坊：萌宠绘画墙前排起长队，宠主们用画笔记录爱宠的最萌瞬间。凯锐思将用户对宠 物的真挚情感，与品牌"帮助陪伴更长久"的使命深度绑定，完成了品牌价值的最高阶传递——情感锚 定。 三、体系致胜："专宠专用"背后的金字塔支撑 凯锐思此次参展的核心策略，是让抽象的"科学养宠"理念变得可视、可触、可互动。 个性化营养咨询台：不再是单向的产品陈列，而是由营养顾问团队坐镇，针对宠主带来的具体品种、年 龄、健康状况，提供一对一的"营养诊断"和喂养方案。一位拥有三只布偶猫的宠主反馈："他们能清晰 解释配方中每种成分对布偶猫关节、毛发的具体作用，这种专业度让我非常信服。" "透明溯源"互动屏：用户轻点屏幕 ...

内容概要：近年来，宠物"拟人化""家庭成员化"的认知深入人心，养犬人群不再将狗粮视为简单的喂养 物资，而是更注重犬只的营养健康与生活品质，这使得狗粮从"可选消费"转向"刚性消费"，为我国狗粮 市场提供稳定的需求支撑，同时，单身经济、银发经济的兴起以及情感陪伴需求的激增，进一步扩大了 养犬人群规模，也让狗粮的消费频次和客单价稳步提升，据统计，2024年我国狗粮销量完成60.73万 吨，销售均价达3.58万元/吨，销售额达217.38亿元，其中，干狗粮占83.82%，湿狗粮占3.74%。 相关上市企业：乖宝宠物（301498）、中宠股份（002891）、佩蒂股份（300673）、路斯股份 （920419）、朝云集团（06601.HK）、源飞宠物（001222） 相关企业：皇誉宠物食品（上海）有限公司、上海依蕴宠物用品有限公司、雀巢（中国）有限公司、华 兴宠物食品有限公司、玛氏宠物食品（中国）有限公司、徐州苏宠宠物用品有限公司、上海比瑞吉宠物 用品股份有限公司、 上海凯锐斯生物科技有限公司、荣喜宠物食品有限公司、多格漫贸易（上海）有限公司 关键词：狗粮行业发展历程、狗粮发展背景、狗粮产业链图谱、狗粮销售规模、狗粮竞 ...

Core Insights - This year's Black Friday shopping trends indicate a significant shift from purchasing large items to stocking up on essential goods like pet food and cleaning supplies, reflecting consumer concerns over rising tariffs and living costs [1][2][3] Group 1: Consumer Behavior Changes - Consumers are increasingly focused on practical purchases, with 62% experiencing financial pressure and 87% planning to shop at discount stores due to rising prices [2] - The trend towards essential goods was evident during the summer, with household items like dish soap becoming top sellers during Amazon's Prime Day [1][2] - The expectation of higher tariffs is influencing consumers to buy in bulk, particularly for imported personal care and pet products, to avoid future price increases [3] Group 2: Financial Concerns - Consumer worries about personal finances have reached the highest level since 2009, driven by high prices and recent layoffs, which are reshaping spending habits [1] - A Deloitte report indicates that 64% of consumers plan to purchase discounted essential items during the October sales season, up from 58% in 2024 [1] Group 3: Gift-Giving Trends - There is a notable shift in gift expectations, with consumers planning to buy fewer gifts and preferring cash or gift cards over traditional items [4] - This change reflects a more conservative financial strategy among consumers, as they aim to avoid wasteful spending during uncertain economic times [4]

Core Points - FDA Prior Notice is mandatory for all imports of food products into the U.S., including human and animal consumption items, to avoid customs delays [1][3] - Failure to submit Prior Notice can result in customs holding the shipment for 1-7 days or even returning or destroying the goods [1] - The submission process is straightforward, and once the confirmation number is provided, the release typically occurs within 24-48 hours [1][3] Group 1: Conditions for FDA Prior Notice - Prior Notice applies to all imported or transshipped food products unless exempted, with automatic detection based on HS codes or descriptions [1][3] - Examples of goods requiring Prior Notice include processed/unprocessed foods, beverages, dietary supplements, cosmetics (if containing edible ingredients), and animal feed [3] - There is no minimum value threshold for imports; all food products must comply, even those valued under $800 [3] Group 2: Submission Requirements - Submission times vary by transport method: 2 hours for land, 4 hours for air, 8 hours for sea, and prior to mailing [3] - The FDA PNSI system or courier tools can be used for submission, and the confirmation number is essential for customs clearance [5] - Personal imports also require submission, and certain exemptions apply for low-risk personal gifts [3][4]

Economic Overview - In 2024, China's GDP is projected to grow by 5.0%, with per capita disposable income increasing by 5.3%[3] - National spending on "other goods and services" is expected to rise by 10.8% year-on-year, with pet consumption significantly outpacing broader categories[3] Pet Market Growth - The total market size of the pet industry in China is anticipated to reach 528.8 billion yuan in 2024, with pet food accounting for nearly half of this market[6] - The compound annual growth rate (CAGR) for the pet food sector from 2020 to 2024 is projected at 7.11%[6] Consumer Demographics - The Z generation (ages 18-30) contributes over 60% of pet consumption, with over half of new pet owners being born after 2000[1] - The elderly population (65 years and older) has increased to 15.4%, indicating a growing market for emotional companionship through pets[1] Brand Dynamics - Domestic brands now hold 70% of the top 20 market positions in pet food, with the top five local brands accounting for 11.2% of the market share[1] - The market concentration remains low, with the top three brands holding only 29.5% of the market share, compared to 54.2% in the U.S.[1] Online Sales Trends - E-commerce accounts for 67.5% of pet food sales in China, significantly higher than Japan (26.2%) and the U.S. (37.2%) in 2024[1] - Platforms like Xiaohongshu and Douyin are pivotal in driving consumer engagement and sales conversion, with Douyin contributing over 50% of weekly GMV for pet food[1] Health and Technology Trends - There is a notable shift towards health-oriented pet food, with 57.3% of consumers preferring products that promote digestion[1] - Smart pet products, such as automated feeders and odor eliminators, have seen sales growth exceeding 100% during promotional periods[1]

Summary of Tmall Double 11 Pet Industry Conference Industry Overview - The pet food sales on Tmall are projected to reach between 20 billion to 24 billion yuan in 2025, with a growth rate of approximately 23%-24% [10][1] - JD.com is expected to achieve sales of 8 billion to 9 billion yuan, while Pinduoduo may exceed 10 billion yuan [10][1] - Pinduoduo has shown rapid growth from 2 billion yuan in 2020 to 6.1 billion yuan in 2023, but its growth rate has slowed in recent years [10][1] Key Insights and Arguments - Tmall's Double 11 pet category growth is supported by platform incentives, increased UV traffic, AI technology applications, and rising Tmall traffic [1][5] - The average daily active users (DAU) on the platform reached 670 million, with flash sales driving 140 million DAU [6][1] - The average transaction value in the pet category increased by approximately 5-6 percentage points [6][1] - Sales figures during Double 11 included: - Cat food: 3.188 billion yuan, up 36.9% - Dog food: 2.082 billion yuan, up 24.59% - Cat snacks: 652 million yuan, up 47.8% - Dog snacks: 267 million yuan, up 41.26% [7][1] Brand Performance - Domestic pet brands have a higher concentration than foreign brands, with notable performances from brands like Xianlang, Maisidi, and Lanshi [1][9] - Xianlang achieved sales of 353 million yuan, with a promotional ROI of 1:12 and a quarterly repurchase rate of 64% [9][1] - Other brands like Maisidi and Lanshi also showed significant growth, with ROIs higher than those in the household and beauty sectors by 5-6 percentage points [9][1] Financial Metrics - Brand gross margins on Tmall are approximately 50%-60%, with e-commerce platform costs accounting for about 8.5% [20][1] - The cost structure includes advertising expenses, commissions, and technical service fees [20][1] - Leading brands like Maifudi and Royal have lower cost ratios, around 6%-8% [20][1] Market Dynamics - The pet food category is a key focus for Tmall, with increased support leading to a 16% increase in category coupons [33][1] - The overall GMV for Tmall during Double 11 was 1,093.48 billion yuan, with pet food GMV at 625.5 million yuan, up 34.19% [2][1] - The pet food market is characterized by a dual growth in quantity and price, particularly in the cat food segment [18][1] Consumer Behavior - There is a trend towards purchasing larger or higher-value products, with cat product sales volume increasing by 13% and prices rising by 7% [37][1] - Dog product sales are expected to increase by 3%, with actual volume growth around 5% and a price increase of 10% [37][1] Competitive Landscape - Tmall's market share has reached parity with Taobao, with Tmall's volume now equal to that of Taobao [19][1] - Different brands employ varied strategies for off-platform promotion, impacting their sales performance [21][1] Conclusion - The pet food market on Tmall is experiencing robust growth driven by strategic platform support, consumer trends towards premium products, and effective brand marketing strategies. The competitive landscape is shifting, with domestic brands gaining a stronger foothold against foreign competitors.

Core Insights - The Chinese pet food industry is entering a new phase of efficient and sustainable development driven by emotional economy and technological innovation [1][2] - The "China (Nanhao) Pet Food Series Index" was launched, alongside the "China Pet Food Industry Development Index Report (2025)" [1] Industry Overview - The role of pets in families has evolved from mere companions to emotional support members, leading to a focus on quality upgrades, innovation, and social responsibility in the pet industry [1] - Nanhao District has transformed its pet food industry over 30 years, with over 938 market entities and employment for more than 33,000 people, generating over 18.9 billion yuan in revenue [1] Financial Performance - From January to September 2025, the Nanhao pet food industry cluster achieved revenue of 14.75 billion yuan, marking an 8.6% year-on-year growth [2] - The overall development index for the pet food industry is projected to reach 124.05 points in 2024, with a compound annual growth rate (CAGR) of 7.4% over the past four years [2] Market Trends - The e-commerce market for pet food is expected to grow at a CAGR of 7.8% from 2021 to 2024, with retail sales nearing 28 billion yuan in 2024 [2] - Cat food dominates the e-commerce market with a 53.8% share and a CAGR of 12.7%, while dog food holds a 23.4% share with a slower growth rate of 0.5% [3] Channel Dynamics - Tmall leads the retail market with a 42.7% share, although its growth has slowed; JD.com shows stable performance with a 7.0% growth rate [3] - Douyin has emerged as a significant player, increasing its retail share from 14.5% to 20.5% with a remarkable growth rate of 51.4% [3] Regional Development - Nanhao District is recognized as a key player in the pet food industry, with a projected e-commerce market size growth of 13.1% from 2021 to 2024, expected to exceed 1 billion yuan by 2025 [3] - The region is focusing on brand development and competitiveness through initiatives like the "Nanhao Pet Industry" collective trademark and the establishment of a 5 billion yuan pet industry park [3]

Core Insights - The core strategy for the pet industry on Xiaohongshu for the 2025 Double Eleven event is centered around "full power of cuteness," leveraging a base of 200 million pet interest users to enhance brand awareness and conversion efficiency [1][2]. Industry Trends - The pet ownership demographic is expanding, with over 90 million pet owners on the platform, including more than 60 million cat owners and 33 million dog owners. Additionally, 40% of dog owners and 34% of cat owners plan to increase their spending [1][2]. - There is a shift towards quality and refinement in pet product demands, with brand awareness in cat food rising by 5 ranks and dog food reputation increasing by 7 ranks compared to 2023. The search for senior dog food has surged by 920% year-on-year [1][2]. - The Double Eleven shopping event is a peak search period, with significant stockpiling behavior observed for essential items like cat litter and staple food, as evidenced by a 66,470% increase in searches for cat food strategies [1][2]. Marketing Opportunities - Marketing strategies are focusing on scenario-based and ecological interactions, with events like the Asia Pet Expo serving as significant traffic drivers. The "Little Cat and Dog Book" campaign aims to create a marketing loop through online and offline engagement [2][3]. - The competitive landscape in the cat food sector is intense, necessitating a dual strategy of awareness-building during the pre-sale phase and targeted conversion during the peak sales period. The dog food sector requires phased operations focusing on different life stages [2][3]. Growth Strategies - Full-link efficiency relies on tools and rhythm management, with key performance indicators set at a click-through rate (CTR) of 10% and a conversion rate of 2.5% for marketing strategies [3]. - Budget allocation is divided into phases: 30% for awareness, 60% for conversion during peak sales, and 10% for long-term brand reputation building [3].

Group 1 - The consumer sector is showing signs of recovery, with the Consumption ETF (159928) gaining 0.23% and achieving a trading volume exceeding 560 million yuan, alongside a net subscription of 54 million units [1] - The Consumption ETF (159928) has reached a scale of over 19.7 billion yuan, leading its peers significantly [1] - The Hong Kong Stock Market's Consumption 50 ETF (159268) rose over 1%, with a trading volume exceeding 30 million yuan, and has seen net inflows for three out of the last five days, accumulating over 2.9 million yuan [3] Group 2 - High-level policies are focusing on boosting domestic demand, with measures implemented from 2023 to 2025 effectively stimulating consumption potential, leading to a steady increase in retail sales [5] - The pet food market is projected to reach 166.8 billion yuan in 2024, growing by 7.54% year-on-year, with cat food dominating the segment [5] - The beauty and skincare market is expected to surpass 430 billion yuan in retail sales by 2024, driven by consumer upgrades and a focus on product efficacy [5] Group 3 - The new-style tea beverage market in China is projected to exceed 400 billion yuan by 2028, with strong consumer demand driving the upstream industry [6] - The secondary dimension derivative market is experiencing rapid growth, expected to reach 168.9 billion yuan in 2024, with a significant portion of users from Generation Z [6] Group 4 - The liquor sector is entering a peak season, with improved sales performance reported by Moutai, and companies are innovating products and seeking channel reforms [7] - The dairy product sector is showing marginal improvements, while the beverage sector is performing well with new product launches [8] - The Consumption ETF (159928) has a significant weight in top stocks, with over 68% of its top ten holdings, including major liquor brands and dairy companies [8]

Group 1 - The article discusses the differences between dry and wet pet food, highlighting that both have their own advantages and disadvantages. Dry food is more economical and easier to store, while wet food helps with hydration [2] - It is recommended to choose pet food based on the pet's needs and economic conditions, with a combination of dry and wet food providing a more balanced nutrition and aiding in dental health [2] Group 2 - The article emphasizes the importance of gradually transitioning pets to new food to avoid gastrointestinal issues such as indigestion, diarrhea, or vomiting, especially when switching from low-protein to high-protein food [4] - If a pet refuses to eat new food, it is essential to determine whether the pet is being picky or if there is an issue with the food itself, such as spoilage or off-odors [5] Group 3 - The suggested feeding amounts on packaging are merely reference values and should be adjusted based on the pet's activity level, whether they are neutered, and their overall health [8] - Regular observation of the pet's weight and health is crucial for adjusting feeding amounts accordingly [8] Group 4 - Prescription pet food is specifically designed for sick pets, adjusting the balance of macronutrients and micronutrients to meet their special needs [10] - Different types of prescription food include renal diets with low protein, urinary health diets that regulate mineral ratios, and allergy diets that focus on reducing allergens [10] Group 5 - Weight management food can aid in weight loss by controlling calorie intake, but it should be complemented with proper feeding practices and increased exercise for optimal results [11] - Monitoring the pet's health and response to the diet is important, and adjustments should be made if there are any signs of discomfort or inadequate weight loss [12] Group 6 - Proper storage of opened pet food is essential to maintain freshness and prevent spoilage, with recommendations to keep it in a cool, dry place and ensure airtight containers [13] - Regular checks for spoilage indicators such as off-odors or discoloration are necessary to ensure food safety [13] Group 7 - Homemade pet food can lead to nutritional imbalances if not carefully prepared, as natural ingredients may lack sufficient vitamins and minerals [14] - Pet owners should ensure that homemade diets are nutritionally complete to avoid health issues related to malnutrition [14]