The 2023 pet supply chain conference is a perfect conclusion. See you in Shanghai on August 16!

The "2023 Pet Supply Chain Conference (Tai'an)" led by the people's Government of Tai'an and co hosted by Shandong pet industry association and pet owners came to a perfect conclusion.

On July 6, with the theme of "the power of seeing", the conference reviewed the past and looked for the constant law from the development history of China's pet supply chain; Looking forward to the future, we will find new opportunities from the changes of supply and demand matching between pet factories and pet brands. Cornell China, together with pet brand decision makers, supply chain managers, pet factory decision makers, technical managers and other industry professionals, gathered at the scene to grasp the development pulse of China's pet supply chain with everyone, so that the brand and supply chain can be quickly linked, enabling industrial development.

At the opening of the conference, an Zhongping, President of Shandong pet industry association, Zhang Jinping, Secretary of the Party committee and director of the state owned assets supervision and Administration Commission of Tai'an City, wangxiangqian, President of the pet feed (food) branch of China Feed Industry Association, and zhaohongshan, deputy director of the feed and Veterinary Medicine Department of Shandong Animal Husbandry and Veterinary Bureau, delivered speeches on the stage.

An Zhongping, chairman of Shandong Pet Industry Association

Zhangjinping, party secretary and director of the state owned assets supervision and Administration Commission of Tai'an City

Wangxiangqian, President of pet feed (food) branch of China Feed Industry Association

Zhaohongshan, deputy director of feed and veterinary medicine division of Shandong provincial animal husbandry and Veterinary Bureau

The conference is divided into two parts. The first part is themed with "seeing the trend of listing", and the second part is themed with "seeing the trend of brand". The details shared by the guests are as follows:

     Guest sharing    

The pet industry is expected to produce 10 companies with a market value of more than 10 billion yuan

Wu Li, deputy director of Tianfeng Securities Research Institute and chief analyst of Agriculture&emerging industries, shared the "China pet factory IPO wave at the right time" at the scene. He said that the pet market is dominated by young consumers of the post-90s generation, accounting for more than 55%, followed by the post-80s generation. Most of these pet breeders regard pets as having the function of companionship, and "family" is the preferred role given to pets by pet owners, accounting for 85.1%.

He also said that by analyzing the leading companies in the mature U.S. market, it can be found that these leading pet companies often obtain sufficient funds through IPO and other ways to increase R&D investment to create a moat for products and services, and quickly seize other regional markets and enter other fields through mergers and acquisitions. In the future, the pet industry is expected to produce 10 pet companies with a market value of more than 10 billion yuan.

Industry competition may gradually evolve into supply chain competition

Ren Fuzhao, Secretary of the board of directors of zhongchong, shared the keynote speech on "reshaping the global supply chain, how does this pet factory win the global share?" at the scene. He said that zhongchong has a very deep supply chain complex. Since its listing, zhongchong has experienced four times of financing, and the capital purpose of all previous financing projects is to invest in production capacity. Its purpose is to build an excellent industrial chain and provide excellent supply chain support for domestic and global consumers and brands.

With the progress of the global economy, science and technology, and the flow of capital, the supply chain of the pet industry has also experienced a wave of globalization. In this wave, the supply chain follows the principle of the lowest cost and the highest efficiency, and is gradually reshaping around the world. In this context of reshaping the global supply chain, how to win global market share, how to improve their profitability, and how to reduce the risk of operation are common problems. In this regard, the strategy of zhongchong shares is:

1、 The vision and layout of Globalization

Since its establishment in 1998, zhongchong has continued its global layout. The global enterprise and layout have brought not only global customers, but also global senses to zhongchong.

2、 Customer focus in everything

"Based on customer demand, meet customer demand and create demand for customers" is the second strategy given by zhongchong in response to the reshaping of the global supply chain.

3、 Constructing the moat of supply chain

Building a moat of the supply chain and creating the world's top pet food is what zhongchong has been doing in the process of enterprise development.

As for the competition pattern of the whole industry in the future, zhongchong's judgment is that at this stage, some differentiated brand strategies, differentiated playing methods, or some channel advantages will play a very good role in promoting the whole market competition. However, as the industry gradually matures and the market competition becomes increasingly fierce, the advantageous role of the supply chain based on product quality, product quality control and production efficiency will gradually highlight and become increasingly important. In this regard, zhongchong shares also believes that the competition in the industry may gradually evolve into the competition in the supply chain.

Pet enterprises should go to productization, let the brand break the circle and become a smart brand

Chenniehan, President of Patty's brand operation division, shared the keynote speech "what are the gains and experiences of this pet company in the years of export to domestic sales?" she said that the advantages of a supply chain enterprise in branding lie in hardware equipment, such as product R&D, production and cost, while the disadvantages are that the products are separated from consumers, making the brand lack marketing ability. Pet enterprises should become a company that has a mind for branding, But there are three stages to make a mental brand. One is to make a product brand; Second, make category brands; The third is to build a smart brand.

Making a product brand requires enterprises to create explosive products that meet the needs of consumers, and find content with high communication efficiency for precise marketing. Making category brands requires enterprises to expand a richer product line based on categories, and make brands the first in categories through marketing. To build a smart brand, we need to de product the brand, break the brand circle through category extension, and truly achieve a smart brand.

Focusing on the creation of product power and R&D power is the only rule for enterprise development

Caijingding, deputy general manager of Fubei pet food supply chain, shared the keynote speech of "the rise of domestic sales, why does this pet factory become a winner in the manufacturing industry". He said that building the core barrier of pet food supply chain is inseparable from more intelligent production and manufacturing capacity; Focusing on the creation of product power and R&D power is the only rule for enterprise development; Intelligent manufacturing may lead the new trend of pet food manufacturing. The significance of intelligent manufacturing is as follows:

The first is to trace back. From the origin and selection of raw materials to the transportation process, to the production detection, manufacturing process and other aspects of the whole production and processing link, we should make a trace, which is also from the perspective of product quality and food safety;

The second is to do an online management, which can complete real-time online data collection, real-time online control of equipment performance, equipment working conditions, effective operation rate and product parameters, and real-time understanding of product conditions and production conditions, which is the most important point.

The third is to be able to complete small-scale flexible production. We should be able to meet some customized needs and small-scale flexible production, so as to better meet consumers and make products more competitive.

Caijingding also pointed out that at present, national policies, economic, technological and social factors are promoting the development of China's pet industry. In this regard, Forbes also hopes to work with domestic pet enterprises to build a sustainable pet industry ecological chain and jointly welcome the arrival of a new era of pets.

Three treasures of Shuaike -- industry Dongfeng, pragmatic team and customer achievement

Zuoyanfeng, deputy general manager of Shuaike group, shared the keynote speech of "how does this pet factory break a new path with numerous head factories?" at the scene. She said that Shuaike's three treasures are: the east wind of the industry, a pragmatic team, and achieving the hearts of customers. Shuaike has basically developed by riding the east wind of the pet industry. As a to B enterprise, Shuaike has basically not done any publicity or stunts, and also has no poor information. At the same time, Shuaike does not have its own brand. It is an enterprise specializing in supply chain. All product innovations and the latest scientific research technologies of Shuaike will be given to customers first. What customers need is what Shuaike needs to do, such as 30 minute cold chain direct access to the meat source of products, independent production of animal fat, one object one yard chain product traceability, incoming inspection of agricultural raw materials, and comprehensive collection of raw material information. Shuaike aims to put pressure on all managers and production personnel of the factory through these transparent process operations.

The last point is that "customer competitiveness is our innovation". Helping customers to do their business longer and have sustainable competitiveness are all issues Shuaike considers.

     Theme discussion   

The last part of "seeing the trend of listing" is a discussion session themed with "n possibilities for the future development of pet factories". Chentengxi, chief analyst of the Western securities research and Development Center&trading house, served as the moderator of the discussion, and an Zhongping, founder of Zhongyu pet and chairman of Shandong pet industry association, wangfuzheng, chairman of Shuangan technology, and dukezhen, general manager of Qingdao Mingyue Anxin Nutrition Technology Co., Ltd., participated in the discussion.

     keynote speech   

By 2026, the consumption of staple food by Chinese pets will be onemillion tons more than it is now

The favorite entrepreneur, Siro, the founder of the Expo, shared the keynote speech "look at the latest data, which categories have opportunities, which have excess capacity?" at the scene, and respectively analyzed the changes in data in recent days from the perspective of transaction volume, products, and offline channels, and then predicted the entire industry. He said that the Chinese market will continue to grow by 2026, and by 2026, The consumption of staple food for pets in China is onemillion tons more than it is now. In terms of total volume, the next three years will almost create a whole Chinese factory market. Onemillion tons of production capacity is enough to do all the factory production capacity of the whole industry again today, but this production capacity must not be repeated and simple, but can solve the future oriented categories and future oriented consumer demand.

Stability is more important than innovation in the selection of supply chain, and honesty is more important than innovation

Mawenfei, founder of pidan, shared the keynote speech on "what tuition fees have we paid for factory cooperation". He said that in the supply chain, stability is particularly important and honesty is more important than innovation.

Mawenfei also pointed out that factories are the foundation of the industry. No factory, no industry, and the result of bad money driving out good money is that no one can make money. Therefore, only when every source of information, that is, the factory, can be transparent from the five core points of raw materials, formula, process, packaging form and sales form, the brand can express itself, high-quality large customers cooperate for a long time, and potential small customers seriously support, can the industry achieve a healthier and more sustainable development, which is also beneficial to players in the industry.

Only in this way can we sell at the same value as imported brands and earn the same money, gross profit and efficiency as them. This part of profits can be fed back to all circulation links, so as to have better raw materials, better formulas, better processes, better factories, better packaging, better sales forms and more different brands.

     Theme discussion   

Cutting edge brands: choose the right OEM and avoid detours for three years

The first theme of the seminar was "cutting edge brands: choose the right OEM, and avoid detours in three years". Wuwenbin, chairman of Exxon pet industry group, presided over the seminar. Wen Guangkai, chairman of gaoyejia, chenjunren (head of supply chain) of Puyin CSCO, qishaoyong, founder of maodali brand, and zhangxinyi, founder of fat face cat house brand participated in the discussion.

At the end of the supply chain, how do pet brands spend money on the cutting edge

The second theme discussion was "supply chain side, how pet brands spend their money on the cutting edge". It was hosted by the pet manufacturer, Siro, founder of the Expo. Huangzhe, product manager of Budou (Beijing) Supply Chain Management Co., Ltd., sunjianshe, supply chain director of Ocean Star, huazilong, general manager of pet premium products, zouerwei, President of huaxialong supply chain, and zhengshijie, sales director of Huakang packaging participated in the discussion.

     Thematic debate  

The theme debate session was specially planned. Haobo, vice president of xinruipeng group, presided over the debate and sent chefs&Chen Ming, founder of Kyle capital, zhuchanglin, chairman of Kairuisi, chenshangwu, general manager of Guotai Minan pet, and xiuhaoren, founder of his highness maoqiu to participate in the debate.

Li Jun, director of the Standardization Technical Committee of Lu Chong Association and researcher of the feed Research Institute of the Chinese Academy of Agricultural Sciences, released two group standards at the scene, namely, baked full price pet food and wet full price pet food. He said that the group standard of baked full price pet food was officially launched in April 2023. After extensive collection of information about existing products in the market, It was formally finalized after 5 standard setting promotion meetings and 1 review meeting. Li Jun pointed out that a core definition of the group standard "baked full price pet food" is that meat and nutrients are the main raw materials, the content of fresh meat is more than 50%, the mass percentage of animal protein is more than 80%, and the material is formed under normal pressure at less than 45C. At the same time, the material is dehydrated by means of industrial heat in the temperature range of 60c~95c, and can be made for pet consumption by short-time high-temperature heat treatment at 100c~150 ° C, Pet food that can meet the daily nutritional needs of pets. At the same time, the "baked full price pet food" also requires that the starch gelatinization degree should not be less than 80% in the processing quality index. In addition, the standard also suggests that the appropriate crude protein content should be designed according to the needs of pets, so as to avoid the digestive burden of pets. The group standard of wet full price pet food has mainly revised the relevant contents. For example, the technical requirements for packaging containers have been increased, the upper limit of crude fiber content has been raised, the detection methods for taurine, thiamine and vitamin E have been revised, and the necessary conditions for taurine to be exempted from detection have been added, that is, unless it is claimed that the staple food of full price pet food is cat can, and the commercial sterility test has been deleted as an item of factory inspection, etc.

The conference ended with a reception dinner for the 2023 pet supply chain conference sponsored by Zhongyu pet, which was held at the same venue.

On a midsummer night, we took the opportunity of toasting and chatting, and took the passionate dance as a platform to exchange and share experience with each other, so as to make suggestions for promoting the development of China's pet industry.

Keep walking on the way!

On July 7, the 2023 pet supply chain conference held a "zero tolerance" pet food safety forum at the branch venue on the second day of July. Industry insiders jointly discussed the problems faced by the pet food industry in terms of food safety, and exchanged views on R&D, raw materials, production, testing and other aspects.

The opening ceremony of the conference was delivered by Silang, the pet industry expert and founder of the Expo, and Zhang Hong, the Party branch secretary and vice president of Shandong pet industry association and general manager of Qingdao Cornell Feed Co., Ltd.

Cosseting industrialist&Siro, the founder of IT Expo

Secretary and vice president of the Party branch of Shandong Pet Industry Association&CTC· Zhang Hong, general manager of China

Large OEM factories should be transparent in raw materials, production, testing and R&D

Chenshangwu, general manager of Guotai Min'an pet Co., Ltd., shared the keynote speech of the "transparent" OEM that the brand wants. He said that in the survey of factors that Chinese consumers consider when purchasing pet food in 2022, there are four main factors, namely pet preference, brand reputation, raw materials and cost performance. Among them, consumers do not think much about the products from the OEM, so for the factory, OEM of one or more brands has no impact. More consumers still focus on products and product power. It is hoped that the factory and the brand will be honest, and the factory will list more clearly the composition of the cost and share it with the brand. At the same time, it is hoped that the brand can participate in the cost control of the factory to optimize the product cost together.

There are many problems with animal protein raw materials, and the problem of chicken powder is more concentrated

He Hu, the general manager of Weifang Aohai Feed Co., Ltd., and Yaopeng, the general manager of Shandong Luhai Biotechnology Co., Ltd., shared the keynote speech on "several potential safety hazards in raw material supply". They said that the raw materials of PET staple food include plant raw materials (corn, wheat, brown rice, soybean meal, potato starch, etc.) and animal raw materials (chicken meal, fish meal, meat and bone meal, blood cells, fresh meat, chicken oil, etc.).

Among them, plant raw materials often encounter problems such as excessive toxins and poor processing environment of rhizome crops; Animal protein products in animal raw materials will encounter problems such as adulteration and adulteration, instability between batches, excessive microorganisms, etc.; frozen meat and fresh meat will encounter problems such as unstable freshness, excessive microorganisms, uncertain transportation conditions, and oil raw materials will encounter problems such as adulteration and adulteration, excessive oxidation indicators, etc.

Factories and brands need to focus on the inspection of labels, raw materials and product quality and safety

Li Jun, a researcher at the feed Research Institute of the Chinese Academy of Agricultural Sciences, shared the keynote speech on "pet food safety production and risk monitoring and early warning trends". He said that after the risk monitoring of pet food in recent years, it was found that food problems occurred more frequently in 2022. For example, some brands did not strictly implement the provisions on pet feed labeling, had false labels, misled consumers with product names The labeling of raw material composition is not standardized, substances used in unapproved pets are used in violation of regulations, product function claims are not standardized, and some nutritional supplements are suspected of being fake veterinary drugs, such as treating and preventing diseases.

In addition, he also reminded that in 2023, factories and brands need to focus on checking the standardization of pet feed labels, monitoring the main quality and safety indicators and illegal additives of pet feed raw materials and all kinds of feed products, and also need to carry out the investigation and evaluation of prescription food for pet formula feed; At the same time, it is also necessary to focus on checking whether pet feed labels are standardized, and monitoring the main quality and safety indicators of pet feed products and illegal additives.

At the same time, Li Jun also gave suggestions on the quality control of pet food production according to the existing problems of pet food. For example, to ensure and improve the quality of feed processing, close cooperation and unified coordination can be adopted in the links of procurement, formula, on-site operation quality inspection, packaging, transportation, etc; Detect the feed quality and safety indicators, and provide professional training for the inspection and testing personnel.

It is necessary to formulate corresponding testing standards for pet feed products

Chenlili, laboratory technical manager and senior engineer of Intertek group, shared the keynote speech of "content update and method application of pet food testing" at the scene. She said that most of the current national standard testing methods are targeted at traditional large-scale feed products and are not necessarily completely applicable to pet feed products, so it is necessary to formulate corresponding testing standards for pet feed products.

Under the leadership of China Feed Industry Association, national feed quality inspection and Testing Center (Beijing), Shandong pet industry association and other institutions and experts, a series of pet feed testing group standards will be released soon. This is of great significance to further improve China's pet feed standard system and reasonably evaluate the quality of pet feed.

At the end of the forum, the organizer also organized a discussion session with the theme of "customers' complaints about" zero tolerance "and how brands and factories can guard this level". Haobo, vice president of xinruipeng group, presided over the discussion session, and participated in the discussion with big V dog son, founder of MARUMI brand, wenguangkai, chairman of gaoyejia, and Wenji, head of tail life vp&supply chain.

In the next step, CTC·China will take this event as an opportunity to continue to play a leading role in the pet food industry chain, strengthen departmental linkage, provincial and local linkage, government enterprise linkage, science and enterprise linkage, promote innovation, promote new technologies, and always provide continuous, high-end and high-quality supply and services for different customer groups with professional and safe products, excellent service quality and continuous comprehensive development.