All media reporters noticed from the Hema app that a batch of pet products, including cat food, dog food, cat litter, snacks, pet cleaning wipes, etc., were recently launched on Hema. More than 40 new products will be launched in the future, covering the feeding and companionship needs of "hairy children". It is reported that products such as 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 popular among consumers.
What's even more lethal is that Hema has launched a "no love no return" service at the same time. After choosing products with the "no love no return" logo, if pets do not like the taste and texture, resulting in inability to eat, they can explain the situation and return and refund through the Hema App.
Endorse the dietary safety of "Maohaizi"
The speechless kids are so picky, even the fecal shovelers know. The food in the pet market varies greatly, and fecal collectors also have a deep understanding. In March of this year, some media exposed that in the largest pet food production base in the country, some unscrupulous merchants are using the worst quality ingredients to make pet food in pursuit of higher profit margins. Some businesses use chicken powder instead of fresh chicken, and some even use feather powder directly - this can significantly improve the crude protein index of dog food, but it is difficult for pets to absorb. At the same time, in order to solve the problem of excessive toxins in low-quality food and make pets "love to eat", unscrupulous merchants will also add a large amount of montmorillonite and bait powder.
In response to this pain point, Hema's cat food, dog food, pet snacks, and other products are clearly labeled with "meat content" and "fresh meat source content" on their packaging. This is more transparent and realistic compared to many businesses on the market labeling "animal raw materials" on packaging and then using meat powder, bone powder, and other methods to increase the content value.
"Every supplier must pass our multiple on-site surveys and inspections, and the quality must be transparent and guaranteed," said Shuang Xi, the product manager of Hema Pet. The newly launched sea, land, and air cat strips bucket includes raw materials such as chicken, salmon, beef, and chicken oil, with a fresh meat content of over 70%; Another high protein fresh meat grain uses the process of compressing fresh chicken into grains within 6 hours, with a fresh meat content of 78% and zero meat powder, to care for the sensitive digestive system of children.
"The clear source of ingredients and after-sales guarantee for sales are rare in the pet food market." Industry insiders pointed out that Hema, which is known for its fresh supply chain and labels "quality" and "freshness," has officially entered the market, which may have an impact on the existing mixed fish and dragon pet product market.
Competing in the "It Economy" track, Hema will "knock down" the price of pet food
Currently, the trend of pet economy is booming. According to a report released by iMedia Consulting, the penetration rate of pet raising households in China was 22% in 2023, and it is expected that the scale of China's pet economy industry will reach 811.4 billion yuan by 2025. With the increasing number of elderly people born in 1995 becoming the main force in pet care and companionship, pet consumption is showing a trend of refinement, health, and personification.
As Hema enters the pet food and supplies market, it means they will once again meet as heroes with Sam in the pet food market. The reporter noticed that previously, Sam's Club not only sold branded cat and dog food, but also self operated pet food, with a wide variety of main food and snacks.
Although Hema arrived late in the pet food race, compared to Sam's emphasis on "large quantities," Hema's trump card is to "push prices" to "daily prices," making pets "fresh to eat and use.". The reporter noticed that the pet products launched by Hema this time generally have lower daily prices than products of the same quality on the market, some of which are only half of popular items. The selling price of Hema High Protein Fresh Meat Grain is 68.8 yuan/1.8 kilograms, which is basically the same as the best-selling single product on the market with a large promotion price; The sea, land, and air cat strips with a fresh meat content of 70% are sold for only 49.9 yuan per barrel of 48 strips; Plant pearl mixed cat litter has a deodorization rate of up to 94% after third-party testing, with a price 10% lower than the same model on the market, and a weight increase of 12%.
"Stocking up may not necessarily be a good thing for cats and dogs, but Hema suggests that everyone should consume according to their needs." Shuang Xi said that pet owners have a habit of "hoarding food" every year during major promotions, but cats and dogs actually prefer fresh and rich food; Pet food and cat litter that have been stored for a long time also have the risk of moisture and spoilage due to improper storage methods.
It is reported that in order to lower the price of pet food, Hema has collaborated with its source manufacturers to customize and require the use of better formulas and raw materials; After removing the costs of various intermediate links, it can better provide benefits to consumers. "In traditional e-commerce, pet stores, and other sales, production costs only account for a portion of the cost, and platform deductions, advertising, and other expenses need to be calculated. The wool comes from the sheep, and these costs will ultimately be reflected in the selling price." Shuang Xi said that relying on Hema's long-term fresh food supply chain, we are confident in presenting high-quality and more affordable goods to consumers in the "Hema area" (referring to Hema's 3-kilometer service area circle).