宠物食品10月线上销售及双11数据解读

Summary of Pet Food Industry Conference Call Industry Overview - The pet food industry showed strong online sales performance in October, maintaining a high level of prosperity. Leading brands outperformed mid-tier and lower-tier brands, indicating a "stronger gets stronger" market dynamic. For instance, Maifudi experienced over 25% growth across Tmall, Douyin, and JD channels, while Frigate saw nearly 200% growth on Tmall [1][2]. Key Insights - Overseas Brand Growth: Significant growth was observed for overseas brands in October, particularly on Douyin, with Royal achieving nearly four-digit growth, Orijen at 55%, and Aitda at 200%. This indicates that overseas brands are actively entering China's emerging live-streaming e-commerce channels [3][4]. - Double 11 Market Dynamics: During the Double 11 shopping festival, rankings remained relatively stable, but domestic brands began to surpass overseas brands. For example, Frigate under Guobao rose from tenth place last year to first in Tmall's cat staple food category this year. Additionally, new brands like Lanshi replaced established ones in the snack category, with emerging dog snack brands like Lushiduo entering the rankings [5]. Emerging Trends - The pet food market is witnessing several new trends: - Baked Food Growth: Baked pet food is rapidly gaining traction, with a growth rate of 150% according to JD data. - Increased Demand for Specialized Products: There is a rising demand for senior dog food and functional food (e.g., weight control, urinary health), reflecting consumers' heightened focus on pet health. - High-End Product Growth: Premium products such as freeze-dried food and staple cat strips are also showing rapid growth, indicating ongoing consumption upgrades and significant development potential in lower-tier cities [6]. Future Outlook - The future of China's pet food market appears promising. Although the current per capita annual consumption level is relatively low compared to developed countries in Japan, South Korea, and Europe, the increasing demand for high-end products and the rising penetration in lower-tier cities are expected to sustain high industry prosperity. Emotional value consumption attributes and price tier enhancements will support the continued positive development of the industry [7].