In recent years, the safety of pet food raw materials has attracted more and more consumers' attention. According to the black cat complaint platform, complaints such as "false promotion of raw material ingredients", "impurities in cat food" and "inconsistency between the ingredient list and the original packaging" continued.
To ensure the safety of pet food intake, raw materials are an unavoidable threshold. On August 14, Jingdong Supermarket held a pet trend conference and pet food raw material transparency project release event, pointing to the "opaque pet food raw materials", leading the industry to launch a source autonomy.
Li Defa, academician of the Chinese Academy of Engineering, Fan Xia, executive deputy director of the National Feed Quality Inspection and Testing Center (Beijing), Wang Xiangqian, executive president of the Pet Feed (Food) Branch of China Feed Industry Association, spoke at the press conference, and Zhou Chunhua, secretary general of the Pet Industry Branch of the China Animal Husbandry Association, attended the event.
Prevent "bad money driving out good money" Pet food returns to the essence of the industry
At present, the pet industry is developing rapidly, but the industry standards and specifications are not sound enough, the quality management capabilities of producers are uneven, and some brands and producers exaggerate publicity, which brings great damage to user trust and industry ecology.
Li Defa, an academician of the Chinese Academy of Engineering, pointed out, "We must face the real problems, otherwise it will cause vicious competition in which bad money drives out good money." The pet business of Jingdong Supermarket has been working hard around 'quality and integrity', and hopes that we will jointly adhere to the bottom line of pet food quality and safety, actively cultivate new trends and new opportunities, and jointly create a better tomorrow for the mainland pet feed market." ”
Li Defa, academician of the Chinese Academy of Engineering
Although it is a ration provided to pets, the essence of pet food is still eating, which is inseparable from the essence of safety, health and nutrition. Whether it is the release of the "2023 China Pet Industry Trend Insight White Paper" or the release of the industry's first "pet food raw material transparency" project, it means that the pet food industry is returning to the essence of the food industry.
Wang Xiangqian, executive president of the Pet Feed (Food) Branch of China Feed Industry Association, said, "Only by doing a good job in the four dimensions of 'truth, truth, safety and good' of the source of raw materials and formulas can the products be done well, the industry can be standardized, and users can rest assured." It is believed that Jingdong Pet will work with people in the pet industry to build a thriving new blue ocean of 100 billion. ”
Wang Xiangqian, Executive President of Pet Feed (Food) Branch of China Feed Industry Association
The source of raw materials is the core of pet food quality and safety, strict review and selection can not only select good products for consumers, but also store in pet enterprises for more standardized and scientific formula design, from raw material control and production and operation to comprehensively promote the development of pet specifications.
Fan Xia, executive deputy director of the National Feed Quality Inspection and Testing Center (Beijing), said, "In the future work, the National Feed Quality Inspection Center hopes to cooperate with the pet business of Jingdong Supermarket to form a solid fortress to protect pet food safety with solid technical support, and provide consumers with more scientific and safe pet food." ”
Fan Xia, Executive Deputy Director of the National Feed Quality Inspection and Testing Center (Beijing).
Launched the "Transparency of Pet Food Raw Materials" project to consolidate the trust foundation between consumers and merchants
Consumers are very sensitive to food safety, and even small news can cause big shocks within the brand. In such an environment, Jingdong Supermarket's "Transparency of Pet Food Raw Materials" project allows merchants to be more strictly self-disciplined, adopt safer and more reliable raw materials and production processes, consolidate brand "word of mouth", and help consumers establish a more stable relationship of trust with brand merchants.
Specifically, the "Transparency of Pet Food Raw Materials" project of Jingdong Supermarket is divided into three stages, and the first stage is the "Raw Material Integrity Audit", which has passed independent third-party certification and widely attracted brand merchants to participate and jointly participate in the system for joint construction.
In the second stage, the "raw material information transmission" will be entered, and the pet food merchant details page will display the ingredient information and formula table, so that consumers can grasp more first-hand information about the raw materials.
The third stage is "Pet Food Nutrition Recommendation", and the Jingdong supermarket page displays a professional nutrition ingredient recommendation table to accurately promote reliable pet food to consumers. The three stages are interconnected and promoted layer by layer to achieve a win-win situation for brand merchants and consumers.
In fact, the pet business of Jingdong Supermarket has been committed to the construction of transparency of pet food raw materials since its establishment. From the promotion of the three-standard integrated quality system of staple food in 2021, the launch of the Pet Food Raw Material Integrity Alliance in 2022, and then to this year's quality and transparency construction, the "power of belief" has brought consumers and businesses closer together.
According to Liu Lu, general manager of the pet business department of JD Supermarket, JD Supermarket has established many "transparent" channels for brands and factories. On the one hand, JD Supermarket opened the factory to brands to visit, relying on JD Group's largest self-operated supply chain to establish a transparent chemical factory. On the other hand, Jingdong Supermarket certifies brand products to help users "close their eyes and choose", rather than blindly competing at low prices, and helps pet brand merchants develop with high quality.
Liu Lu, general manager of the pet business department of Jingdong Supermarket
Insight into the development trend of pet food to help brand merchants reduce costs and increase efficiency
Although the current pet market has ushered in rapid growth, there are still phenomena such as merchants "blindly guessing" user needs, homogeneous competition in the industry, and insufficient product iteration and update. Insight into consumer trends, understanding consumer needs, and aiming at the direction of the industry have undoubtedly become the key to winning the pet food market.
According to the "2023 Pet Industry Trend Insight White Paper" released by Jingdong Supermarket and Jingdong C2M Intelligent Manufacturing Platform, baking food and elderly dog food have become new consumer trends this year, with baked cat food increasing by more than 400% this year and elderly dog food increasing by 221% year-on-year. In addition, consumers pay more attention to health, safety, effect, intelligence, and products such as cat strips without food attractants and pet smart collars have achieved an increase of more than 290%.
Based on new consumer trends and new product creation, Jingdong Supermarket also proposed the 23450 plan, which will add 2+N trend tracks, the overall trend track will increase by 300% year-on-year, and create 40 10 million explosive models and 50 brands 5 million trend new products.
On the one hand, the "transparency of pet food raw materials" project helps the industry squeeze out the "dark box" moisture, so that pet food returns to the essence of food safety and stands firm on the track of high-quality development.
On the other hand, it is a trend insight to help brand merchants grasp the future in advance, seize development opportunities, and achieve sustainable high growth.
Industry insiders said that the two major grasps of the pet business of Jingdong supermarket are to the point, and the pet food industry is promoted by source autonomy, cost reduction and efficiency increase, and high-quality growth, which may bring greater imagination to the second half of the pet track.
This article is derived from financial world information