While the pet contract adoption model has been controversial in the industry, it has also sprung up in major shopping malls, shopping centers and CBD across the country, and has changed the sales scene, sales method, and sales price of traditional living animals with rapid growth.
Recently, the pet contract adoption track ushered in heavy news: the owner of the chain brand of the dark horse "Liumao Pet Adoption Hall" - "Hangzhou Liumao Pet Management Co., Ltd.", won the first round of joint strategic investment.
It is reported that this strategic investment is led by Shanghai Lepet Biotechnology Co., Ltd., with a planned investment amount of 120 million yuan, which will be completed from May 28, 2024 to May 28, 2026.
In terms of the use of funds, Chen Hongliang, founder of Hangzhou Liumao Pet Management Co., Ltd., said that the strategic investment funds obtained this time will be mainly used for the construction of five aspects to promote the more stable and sustainable development of Liumao. Thereinto:
1. Strengthen the quality and health of the living supply chain, as well as the supporting software and hardware construction required to improve the efficiency of living distribution;
2. Continue to complete the layout of 100 stores nationwide in Phase 1;
3. Open the whole country to join, and build software and hardware for joining supporting services;
4. Construction of digital operation software system;
5. Upgrade the supply chain of pet food, supplies and drugs.
Chen Hongliang also pointed out that Hangzhou Liumao Pet Management Co., Ltd. started to establish its first store in Zhejiang in May 2024, and completed the signing of more than 2,000 pets in just 120 days, and the total contracted consumption amount of consumers in installments exceeded 21 million yuan, and ranked among the forefront of the industry with the achievement of more than 100 adoptions in a single store in a single month. At present, the chain layout of Liumaojia pet adoption hall is expanding from Zhejiang and Fujian provinces to the whole country.
Talking about the company's rapid development status and future strategic goals, Chen Hongliang also said: "Liumao Family" is constantly working hard to solve the various challenges faced by the current pet contract adoption model. Such as: the health and condition of the adopted pet, the quality and price of the goods purchased by the customer in installments, and the after-sales service after the pet is adopted home, etc. The solution of these problems related to the interests of pet owners is the core business index of "Liumaojia".
At present, 38% of the new customers of "Liumaojia" come from referrals from adopters, and 26% of customers are families with dogs, cats and rich experience in pet breeding. In the future development, "Liumaojia" will also adhere to the business principle of putting the interests of customers first, continue to establish its own industry reputation, and contribute to the high-quality development of the pet industry.
In addition, for the original intention of investing in "Liumaojia", Hu Yuchen, a representative of the employer, said, "This collection of joint investment from three companies is based on the optimism and expectations for the pet contract adoption track. First of all, we believe that the adoption model is in line with the current economic environment and the consumption habits of today's young people. Second, the contract adoption model is in the interests of consumers under the premise of benign operation. Finally, from the wait-and-see, controversy, participation, and change of the contract adoption track to the establishment of industry standards in the future, we are willing to experience and work together with Liumaojia and the industry. ”
According to official information, the contract adoption model of "Liumao Family" is mainly based on the pet breed and quality to determine the stall. You can buy out at the market price or pay monthly pet food, and you can have your favorite pet by paying the first month's pet coins on the day of receiving your pet. In order to prevent abandonment, during the two-year contract period, Alipay's withholding fees will be converted into pet coins and charged into the mini program mall, and adopters can use pet coins to purchase pet daily necessities.
In the observation of the pet industry, based on the characteristics of the pet contract adoption market at this stage, the market is still in a pattern of high-speed and disorderly growth. Relatively speaking, brands with more formal adoption contracts and more standardized service processes have stronger market competitiveness, and are also expected to achieve the achievement of "good money driving out bad money" by virtue of natural traffic effect and spontaneous dissemination of consumer word-of-mouth, so as to occupy the minds of consumers and achieve a leading position in the market.
As for how the pet contract adoption track will develop in the future, the pet industry observation will continue to pay attention. For those who are interested in this topic, please leave a message in the comment area below to discuss, or add a small editor to communicate on WeChat.
About Hangzhou Liumao Pet Management Co., Ltd
Hangzhou Liumao Pet Management Co., Ltd. currently mainly opens pet chain stores and offline experience stores in first-line shopping malls across the country, and the cooperative shopping centers cover China Resources Group, Wanda Group, Yintai Group, Wuyue Group, etc. At present, the monthly signing turnover has reached more than 2,000 yuan.
In terms of the living supply chain, Wenzhou Liubao Supply Chain Management Co., Ltd., established in July 2024, is a strong support for the supply of live pets to the chain stores of the national Liumao brand and the empowerment of pet stores across the country. At present, 3,000 square meters of live pet supply bases have been established in Longgang, Wenzhou and Putian, Fujian.