Following the "cat and dog washing" service landed in Shanghai, Hema has made new moves in the field of pets. Recently, Hema has launched a number of pet products, including more than 40 products such as cat food, dog food, snacks, pet cleaning wipes, etc., which basically cover the feeding and companionship needs of "furry children".
According to the data, the penetration rate of pet households in China has increased year by year, reaching 22% in 2023, but there is still huge room for development compared to the United States (70%). More and more people regard pets as family members living together, rather than a tool for catching rats or caring for homes, and pet consumption shows a development trend of "refinement, health, and anthropomorphism".
The preliminary investigation of Hema found that food safety is the most concerned issue for pet owners. This time, the cat food, dog food, pet snacks and other products launched by Hema are clearly marked with "meat content" and "fresh meat source content" on the packaging.
"We have very high requirements for food safety and are more experienced. Every supplier must pass our many on-site surveys and inspections, and the quality must be transparent and guaranteed. The person in charge of Hema pet commodities introduced that the raw materials include chicken, salmon, beef, etc., with a fresh meat content of more than 70%;
Price is another major competitiveness of Hema pet products. Hema said that the daily price of the products launched this time is generally lower than that of the same quality products on the market, and some are only half of the popular items. For example, the price of Ma Gao protein fresh meat food is 68.8 yuan/1.8 kg, which is basically the same as the promotion price of the most popular item on the market, and the deodorization rate of plant pearls mixed with cat litter has been tested by a third party as high as 94%, and the price is 10% lower than the same model on the market, while the weight has increased by 12%.
In order to reduce the price while ensuring quality, what is the confidence of Hema ?? In the sales of traditional e-commerce, pet stores, etc., the production cost only accounts for a part of the cost, and it is also necessary to calculate the platform deduction points, advertising and other expenses, which will eventually be reflected in the selling price, which is what everyone usually calls "wool out of the sheep". Through cooperation with the source manufacturers, Hema was able to customize and require the use of better formulas and better raw materials, and after removing the costs of various intermediate links, it could ultimately better pass on the profits to consumers.
What's more worth mentioning is that for the "picky eater" and the hairy children with language barriers, Hema also warmly launched the "Don't like to eat and return" service, after purchasing goods with the "Don't like to eat and return" logo, if the pet doesn't like the taste and texture, resulting in not being able to eat, the user can explain the situation through the Hema App, return and refund, so that the "shovel officer" in the box area can choose the most suitable pet food with peace of mind.
At present, products such as sea, land and air cat strips, 100% pure meat chicken/duck jerky, and cat litter with a deodorization rate of 94% are quite popular among consumers. For consumers in the "box area", Shuangxi does not recommend purchasing a large number of people at one time, "everyone can consume on demand, there is no need to stock up, because the price will be relatively stable, and the mobile phone will be delivered in 30 minutes at the earliest." ”