Core Viewpoint - Gansu Agricultural Reclamation Group's subsidiary, Lanzhou Zhuangyuan Pastoral Co., Ltd., has launched a new pet food brand "Safiyy" at the 27th Asia Pet Expo, leveraging its unique "milk beef" as a differentiated raw material to enter the pet food market [1][2]. Industry Overview - The pet food industry in China is experiencing rapid growth, with the market size reaching 190 billion yuan in 2023 and expected to exceed 380 billion yuan by 2028, reflecting a compound annual growth rate of nearly 15% [2]. - Key trends in the industry include product premiumization, ingredient transparency, and specialized functionality, which are becoming focal points in the competitive landscape [2]. Company Strategy - Zhuangyuan Pastoral has established a comprehensive supply chain since its inception in 2000, focusing on dairy farming, research, processing, and sales [3]. - The company operates 11 standardized farms that adhere to strict management systems to ensure high-quality milk production without stress or hormone interference [3]. Product Differentiation - "Safiyy" utilizes high-protein, low-allergen beef as its core ingredient, setting it apart from competitors that primarily use chicken as the main protein source [2]. - The brand has achieved eight national certifications, including organic food and food safety management systems, creating a differentiated quality barrier [5]. Consumer Trends - A report indicates that in 2024, pet owners will increasingly prioritize palatability, user reputation, traceability of ingredients, and specific functionalities when selecting pet food, aligning with "Safiyy's" focus on transparent sourcing and nutritional science [5]. Product Development - "Safiyy" incorporates local Northwest ingredients and traditional Chinese medicine principles to address common pet health issues, showcasing innovation in product development [5]. Market Entry Strategy - The launch of "Safiyy" represents Zhuangyuan Pastoral's strategic extension into high-value segments, with plans to initiate a comprehensive online and offline channel strategy starting in October [5].