Recently, Hema has added a batch of pet products, including cat food, dog food, cat litter, snacks, pet cleaning wipes, etc. According to the relevant person in charge, Hema will launch more than 40 new products one after another, basically covering the feeding and companionship needs of "hairy children". This is also a new move for Hema to deepen the pet field after the "cat and dog washing" service landed in Shanghai.
For furry children who are "picky eaters" and have language barriers, Hema has launched the "Don't Like to Eat Package Return" service to help the "shovel officials" in the box area choose the most suitable pet food - after purchasing the product with the "Don't like to eat and return" logo, if the pet does not like the taste and texture, resulting in inability to eat, the user can explain the situation through the Hema App and return the product for a refund.
The reporter saw in Hema that the sea, land and air cat strips priced at only about 1 yuan each, 100% pure meat chicken jerky/duck jerky, and cat litter with a deodorization rate of 94% are quite popular with consumers.
(Figure 1: A new batch of pet products from Hema Horse, including cat food, dog food, cat litter, snacks, pet cleaning wipes, etc.) ）
"Make the most expensive grain out of the worst things?" said Hema to the chaos in the market
According to the data, the penetration rate of pet households in China has increased year by year, reaching 22% in 2023, compared with the United States (70%), there is still huge room for development. With the gradual increase in the number of post-95 generations who have become the main force of pet raising and companionship of pet raisers, more and more people regard pets as family members living together, rather than as a tool for catching rats or caring for the home, and pet consumption has shown a development trend of "refinement, health and anthropomorphism".
Food safety is undoubtedly the most concerned issue for pet owners. Not long ago, the media exposed that in the country's largest pet food production base, there are unscrupulous businesses in pursuit of higher profit margins, do not hesitate to use the most inferior raw materials to make pet food; "In order to sell at a good price, some merchants actually use chicken meal instead of fresh chicken, and some even use feather meal directly - this can significantly improve the crude protein index of dog food, but it is difficult for pets to absorb. In order to solve the problem of excessive toxins in inferior grains and make pets "love to eat", illegal merchants will also add a large number of montmorillonite and attractant powder.
(Figure 2: Recently, the media exposed the chaos of pet food production.) ）
Compared with many merchants on the market who mark "animal raw materials" on the packaging and then use meat meal, bone meal and other operations to increase the content value, the cat food, dog food, pet snacks and other products launched by Hema this time are clearly marked with "meat content" and "fresh meat source content" on the packaging.
"In the past, we used to make food for people, but now we make rations for cats and dogs, and we definitely have higher requirements for food safety and more experience. 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 Shuang Xi introduced that the launch of the sea, land and air cat strip barrel, raw materials include chicken, salmon, beef, chicken fat, etc., the fresh meat content reaches more than 70%;
Hema is known for its fresh supply chain and has laid a brand of "quality" and "freshness" in the hearts of consumers, which is bound to have an impact on the original mixed pet commodity market.
(Figure 3: Hema pet products strive for "high quality and low price", so that "pets do not have to be hoarded" in the box area.) ）
"Big promotion price" becomes "daily price", Hema makes pets "fresh to eat and use"
With the vigorous development of the e-commerce industry, many pet owners have gradually developed the habit of "centralized food hoarding" every year. For consumers, the big sale day is like a battle of speed, and in just a few days, they must decide on a feeding plan for the whole year. From the manufacturer's point of view, this kind of "impulse consumption", although it can bring high sales, is not perfect - it requires manufacturers to work overtime during peak periods to make up for the lack of production capacity, and once the production capacity is increased, it is easy to suffer from the problem of capacity waste on weekdays.
Although they can't talk directly to their owners, they also like freshness and are tired of monotonous food, and long-term pet food and cat litter also have the risk of moisture and deterioration due to improper storage.
Price is another major competitiveness of Hema pet products - the daily price of pet products launched by Hema 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 Hema high-protein fresh meat food is 68.8 yuan/1.8 kg, which is basically the same as the big promotion price of the most popular single product on the market; the sea, land and air cat strips with a fresh meat content of 70% are sold for only 49.9 yuan in a barrel of 48 pieces; the deodorization rate of plant pearl mixed cat litter is as high as 94% after third-party testing, and the price is 10% lower than the same model on the market, while the weight has also increased by 12%.
"Hoarding is not necessarily a good thing for cats and dogs, everyone can consume according to their needs. "For consumers in the box area, it is not recommended to purchase a large number of them at one time, "You don't have to hoard pets, you can eat and use them before placing an order." The mobile phone is clicked, and it will be delivered in 30 minutes at the earliest. ”
(Figure 4: Hema launched the "Don't Like to Eat Package Return" service to help the "shovel officials" in the box area choose the most suitable pet food.) ）
"In the sales of traditional e-commerce and pet stores, the production cost only accounts for a part of the cost, and it is also necessary to calculate the cost of platform deductions, advertising, etc.; Shuangxi explained that through the cooperation with the source manufacturers, Hema was able to customize and require better formulas and better raw materials, and after removing the cost of various intermediate links, it could better pass on the profits to consumers.
"In fact, beef, chicken, fish, etc., which are needed in the production of cat food and dog food, are all on the shelves of Hema . "Relying on the fresh supply chain built by Hema for a long time, we are confident that we will present good products with more guaranteed quality and more affordable prices to the majority of consumers in the box area." ”