The real pet market has reached 100 billion yuan! JD Pet Launches Strategic Upgrade and Anchors the Strategic Goal of "10 Billion"
In recent years, with the rise of "pet craze", pet companionship has become a major demand. The real pet market has reached 115.8 billion yuan, in which the share of pet food has further increased to 46%, and the share of pet staple food has reached 34%. However, at the same time, pet products are mixed up, and the industry chaos such as shoddy pet products, inferior raw materials, deteriorated pet products mixed with foreign materials frequently occurs, which not only seriously damages the rights and interests of consumers, but also becomes a shackle to the industry.
On September 19, Liu Lu, the general manager of the Pet Business Department of JD Retail Group's large business super omni channel business group, said at the JD Pet Strategy Upgrading Conference that JD Pet would continue to play the role of the mainstay of the industry, jointly build a pet food safety assurance system with the government, authoritative institutions, brands and producers, continue to lead the industry in controlling pet food safety in the whole link, and create a healthy environment for upgrading the quality of pet food, Create a new growth point for JD, and at the same time, boost the industry and brand to achieve deterministic growth in an uncertain market environment.
At the meeting, JD Pet officially launched a new and upgraded BEST strategy. It will rely on the long-term construction of the supply chain, omni channel, open ecology, service quality control and other core advantages, and make efforts to "lead growth, ecological win-win, quality service, and trend upgrading", and further extend the BOOST strategy of JD Supermarket, Promote the strategic upgrading of "expanding user growth, laying out local business, creating an open ecology, building a supply chain platform, and expanding the sinking market", and work with partners to lead the industry in high growth.
Pet consumption demand is difficult to match to meet JD's pet focus trend upgrading to help the brand grow rapidly
The rapid growth of any industry is accompanied by market changes. In the face of market changes, one of the major pain points of the pet industry is that it is difficult to control the growth track and meet consumer demand at the same time. On the one hand, the pet consumption pattern is changing to a diversified direction, and a large number of new consumer needs are growing. How to accurately tap into the market demand has become a challenge for all brands; On the other hand, in a mixed market, the contradiction between consumers' increasing concern for pet product quality and the difficulty in meeting consumer demand is continuing.
In the face of new market changes, all major brands need to continue to strengthen their product hard power, and also urgently need multi-dimensional support such as supply chain, omni channel layout and marketing operations to more accurately meet consumers' demand for quality products, which is highly consistent with JD Pet BEST's strategic goal and core capabilities.
From the perspective of JD Pet BEST strategy, its goal is to help the brand grow. Relying on its multiple advantages of supply chain, omni channel layout, open ecology, service quality control and so on, JD Pet has made comprehensive efforts around the four business directions of "leading growth, ecological win-win, quality service, and trend upgrading", helping the brand seize the faster growth track, and at the same time meet more accurate user needs with high-quality products and services, Realize a win-win situation for consumers, brands and platforms.
Specifically, in terms of trend upgrading, JD Pet focuses on three aspects: trend product creation, trend brand support, and trend channel expansion, and strives to reach the strategic goal of "10 billion".
In the aspect of trend product creation, JD Pet will, based on its leading trend insight and reverse customization capabilities, accurately tap user needs, and through digital intelligent empowerment and full link support, escort the growth of new trend products and create new trend products of one million models; In terms of trend brand building, JD Pet will launch full life cycle support, fully carry out people and freight yard empowerment from the brand embryonic stage to the achievement stage, and create a 10 times faster trend category; In terms of trend channel expansion, JD Pet will rely on the multi-directional layout of offline warehousing, logistics, stores, etc. to help the brand reduce costs, achieve the precipitation of offline user assets, and create a billion level new channel increment.
In terms of quality and service upgrading, JD Pet has previously launched 5S pet plan, quality ranking, quality promotion and many other measures. In the future, JD Pet will continue to make efforts in quality and service upgrading, deeply focusing on the pain points of users' attention, such as "quality, price, consultation, food selection and food change", to provide consumers with quality assurance and service leading shopping options.
At present, JD Pet has become the industry recognized brand's largest sales increment market, and trend products are the main front. On JD Pet, not only more than 200 brands have achieved a growth of more than 100%, but more than 100 brands have increased by more than 50% year on year. Eight major sub categories, including baked grain, freeze-dried grain, and smart cat litter basin, have also become the leading trend category in the industry. In the future, under the guidance of BEST strategy, JD Pet will bring broader incremental imagination to the industry.
Pet Food Safety Disorders Occur Frequently; JD.com Pet Linkage Construction Standard Jointly Builds Food Safety Guarantee
For the pet industry, pet food safety has become a "lifeline" for the development of the industry. One of the main factors restricting the safety of pet food is that the standard of pet food is not perfect and there is no strict and powerful industry standard. As Qian Yurong, Deputy Secretary General of the Professional Committee of Pet Health Industry Analysis Technology of Guangdong Provincial Analysis and Testing Association (hereinafter referred to as the "pet health committee"), said, "baked food" on the market is a mixture of good and bad, and the full price cat and dog food produced by the existing baking process has no standard to follow, which seriously harms the rights and interests of consumers.
In order to guide the standardized development of the industry, realize the full link control over the safety of pet food, and create a win-win environment for the linkage between the upstream and downstream of the industry chain, JD Pets jointly launched the project of "Group Standard for Baked Full Price Cat and Dog Food" at the press conference, together with Chongxi, Afei, Badi, Liaoning Haichen Pet Organic Food and other baked food brands and pet food factories.
Through the specification of this standard, the future pet industry will form a series of systematic regulations and professional industry standards from related terms and definitions, to process, raw materials and additives, nutritional requirements, to experimental methods, detection rules and packaging. This will not only fill in the normative gap of baking process, but also form a seven dimensional full link control of baking full price cat and dog food from the standard system to user feedback, form a good standardized ecological atmosphere, further form a pet food safety assurance system, and contribute to the high-quality development of the industry.
The quality of pet food is difficult to control and trace back to the source. JD Pet Alliance creates pet food quality ecology
In the pet industry, in addition to the thorny issue of pet food safety, another major pain point is that the production quality of pet food is difficult to control, the product quality is uneven, and it is difficult to trace the source in the supply chain, which not only makes it more difficult for consumers to buy products with confidence, but also makes it difficult for the industry to achieve the quality ecology of "good money drives out bad money", thus becoming an important gateway for the industry to further leap forward. To solve this industry pain point, the whole link from the source to the end of the pet plate needs to be controllable and traceable, so it is imperative to build a "responsible and temperature" pet supply chain.
As a new type of entity enterprise, one of JD's core advantages is the "responsible supply chain" that has been honed for a long time. For a long time, JD has maintained good product and service quality control, created a high-quality consumption experience for consumers, and become the preferred channel for users to purchase. Now, JD Pet has placed its core advantages in the supply chain on the control of pet food.
At the press conference, JD Pet, the feed efficiency and safety supervision and testing center of the Ministry of Agriculture and Rural Affairs and Xinhua Credit under Xinhua News Agency jointly launched the integrity alliance for pet food raw materials to achieve quality control from the source and promote quality upgrading.
For the pet industry, JD Pet's move is of great significance. On the one hand, the control of pet food will meet the new consumption demand of users for high-quality goods, Creating a green and traceable raw material supply chain for consumers will not only help the pet industry to create more competitive products, but also promote the quality development of the entire industry.
Because of this, the Trust Alliance for Pet Food Raw Materials has been actively participated by more than 100 industry authorities, brands and producers, including the Feed Research Institute of the Chinese Academy of Agricultural Sciences, the Pet Industry Branch of the Chinese Animal Husbandry Association, the Pet Industry Committee, and New Hope Liuhe.
In addition, JD Pet's Super Category Day in September will also bring more than one hundred new pet trend products together with many big brands and emerging brands such as Maifudi, Royal, Weishi, Netease Yanxuan, Bernard Tianchun, Xibao, Favourite, Suoli, etc. JD APP searches "store cat and dog food" to enter the super product venue. On the peak of September 22, there will be a reduction of 100 yuan for 299 coupons, and a special discount of 75% for PLUS members for 199.
At present, "quality" has become the key factor influencing consumers' choice of shopping channels. Therefore, Jingdong Supermarket, which leads the industry in terms of the growth rate of pet category, the most guaranteed quality, and the leading service in the whole industry, has already become the preferred pet product and service consumption channel for pet consumers, and an omni channel supermarket to boost the high growth, profitability, and certainty of pet brands.
After this strategic upgrade, JD Pet will continue to forge a "responsible supply chain", relying on its comprehensive advantages in omni channel, open ecology, service quality control, etc., to promote the pet brand to achieve high-speed, high-quality and high-quality growth, and become the largest stabilizer in the industry, the largest brand increment field, and the largest trend incubator.