/ Daily News/July 25, 2022 Guangzhou -- Nestle Purina announced a strategic cooperation with Alibaba Local Retail. The two parties will jointly explore a new O2O deep marketing model in the field of pet food, and carry out in-depth cooperation in the aspects of digitization of local life, brand building and marketing. Based on Nestle Purina's professional pet nutrition background, Centering on the immediate consumption needs of pet consumers, we will jointly create nutrition and health education and services for pets throughout their life cycle.
In recent years, the concept of pet raising in China has been deepening, and the continuously heating up "other economy" has promoted the rapid development of pet-related industries in China. Data from iiMedia Research shows that the industrial scale of China's pet economy will reach 493.6 billion yuan in 2022, with a year-on-year growth of 25.2%. Among them, pet food, as a demand in pet consumption, is certainly a hot track. According to the White Paper of China's Pet Industry in 2021, pet food accounts for 51.5% of the consumption structure of pet (dogs and cats) market. It is estimated by iMedia Research that the scale of pet food industry will reach 267 billion yuan in 2022.
not only boosts the development of the industry, but also influences the consumption habits and market patterns of pet food. In the context of the epidemic, both the offline store scene and the online delivery time have been affected to a certain extent. The social commonality of reducing travel makes consumers show greater dependence on O2O pet food retail.
Deepen O2O key strategy, Nestle Purina seeks growth opportunities with a new model
In order to better meet the needs of pet consumption, open up the traditional offline and online retail scene, and provide online users with more choices for quality life. The new model of O2O deep marketing will be the development focus of Nestle Purina pet food business this year.
Bao Yongsong, National Sales Director of Nestle Purina Pet, said, "The cooperation with Alibaba Local Retail is an important milestone in the digital transformation of Nestle Purina's layout. In local retail, we share the same strategic goals. We hope to make use of Alibaba's systematic layout and omni-domain digitalization in local retail business to help Nestle Purina better achieve accurate access to consumers and high-quality instant services. We believe that with the deepening of cooperation, we will jointly explore a new model of instant pet food retail, and better provide consumers with nutrition and health education and services throughout the pet life cycle."Professional pet nutrition background, enabling pets to live a quality life in the whole life cycle
Taking consumers as the center, improving the life quality of pets around the world through leading scientific research and technology is the goal that Nestle Purina always adheres to, adhering to the basic belief that "pets and people together make life better". Nestle Purina always adheres to the innovation and breakthrough of pet nutrition research, and has won the trust of veterinarians, dog trainers, breeders and other professionals and pet owners in more than 120 countries and regions with proven scientific nutrition and high-quality products.
At present, Nestle Purina owns a number of well-known pet food brands, including the flagship nutrition brand Guaneng, which is committed to providing scientific diet formula for pets through global scientific research and technology, the new concept of "one meal and one can" cat food, the cat food brand Zhenzhi, which creates exquisite star-level food experience, and the pet oral health snack brand Toothlife, etc. Nestle Purina's brand products cover the nutritional needs of pets throughout their life cycle, providing corresponding choices for pets and pet owners of all ages and different lifestyles.
< /p>Alibaba has been ramping up its local retail presence since 2020. Qi Feng, deputy general manager of Alibaba Local retail, said, "In the past two years, the local retail market has witnessed a surge in demand. From fresh food to pet food, consumer demand has also pushed the boundaries of local retail business to continue to expand. Alibaba was an early adopter in the local retail sector, and has now realized all-digital. We are very pleased to enter into strategic cooperation with Nestle Purina, a leading company in the industry that seeks new changes and actively explores new business models. We look forward to the in-depth cooperation between the two parties to accelerate the digital transformation of Nestle Purina, and Ele. me will continue to provide consumers with nutrition and health education and services covering the whole life cycle of pets." When the continuously rising "pet economy" meets the booming "local retail", Nestle Purina will join hands with Alibaba local Retail to accurately observe the immediate consumption needs of pet owners and provide more personalized, diversified and high-quality pet consumption experience in two high-quality tracks that cater to social development and consumption trends.
