Cat litter is used by the owner to bury feces and urine for the cat, good water absorption, generally used with the litter box, the right amount of cat litter into the litter box, well-trained cats, when it is necessary to excrete, they will take the cat feces into the litter box. At present, China's pet hygiene products industry is still an emerging industry, and its market is in a period of rapid development in China.
01 Cat litter industry classification
Cat litter is a product used for pet waste disposal and is usually used with a litter box. Cat litter is a very large consumption of pet products, with good water absorption, low dust, deodorization and other properties. After years of development, the types of cat litter products in China have gradually increased, according to the manufacturing of raw materials, cat litter can be divided into bentonite cat litter, plant cat litter, silicone cat litter and other cat litter, including plant cat litter can be divided into wood litter, confetti cat litter, tofu cat litter and so on. In recent years, with the increase in the number of pet owners, the market demand for cat litter has gradually released, and the scope of the industry has expanded year by year. Bentonite cat litter has high production cost and low technical content, and occupies a large market share in China's cat litter market. Cat litter distribution channels include online and offline physical stores, among which offline stores include supermarkets, pet stores and other channels. In recent years, due to the rapid development of the e-commerce industry, the scope of online sales of cat litter has gradually expanded.
02 Competition pattern of cat litter
In the world, the main consumer market of cat litter is concentrated in North America, Europe, Japan, China and other regions, and the cat litter brands with high penetration rate include Nestle, PMC, Clorox, Dewey, Mars and so on. In recent years, China's pet industry has developed rapidly, by the end of 2019, China's pet ownership has exceeded 61.8 million, in 2019, China's urban dog and cat market scale exceeded 202 billion yuan, an increase of 18.2% compared with 2018. Since it is a pet product with a very large consumption, the market size of cat litter is expanding with the expansion of the pet market. The cat craze is on the rise, with more and more people having cats as pets. In 2018, the number of urban dogs nationwide was 5,085, an increase of 1.90% over the previous year. The number of cats was 4,064, an increase of 8.20% over the previous year, and the number of cats grew faster, with more cats after 90 years, accounting for 47.5%. Product penetration is high, but brand penetration is low, and there is room for competition. The annual per capita consumption of cat products is 1,721.2 yuan, of which cat litter products have the highest penetration rate of more than 95%. The above products are basically just needed products, but the corresponding brand penetration rate is relatively low. It can be seen that the owner of the pet products brand sensitivity is relatively low, pay more attention to the practical value of the product, which provides space for the development of national brands.
03 Policy analysis on cat litter
In 2019, the Council of State issued three policy documents closely related to cat litter, thus laying an important political foundation for the development of cat litter. At the same time, the CAC has issued cat litter management documents, which have played an important role in the cat litter industry. For the cat litter business, the concept of Internet resources running through the supporting service business has been clarified, and relevant market management guidelines have also been introduced. China's cat litter industry started late, although China's cat litter industry has experienced rapid growth in recent years, but due to domestic small and medium-sized brands, limited brand promotion, poor distribution channel layout, lack of industry integration and other comprehensive factors, domestic cat litter industry development problems:
(1) The market competition is fierce cat litter production process is simple, the industry entry threshold is low, the product is easy to copy, so in recent years, the number of cat litter production enterprises in China has increased under the promotion of market prospects. However, China's cat litter production enterprises are mainly small and medium-sized enterprises, most of these enterprises have an annual output of less than 50,000 tons, the enterprise itself does not have research and development capabilities, products are mainly concentrated in the low-end, product homogenization problems make the competition in the cat litter industry more and more fierce, affecting the profitability of the industry.
(2) Low product brand China's cat litter industry is not mature, most enterprises in the industry produce OEM, do not have their own brand, or their own brand accounts for only a small part of the company's sales. For example, in the context of fierce market competition, Xuzhou Shuzheng Pet Products Co., Ltd. mainly focuses on OEM business to ensure the company's profitability, and the promotion of its own brands Weich and Wutata is weak, and the degree of brand building is not high.
(3) Lack of industry-related standards At present, China's cat litter industry has no clear competent authorities and perfect industry standards, product standards, product production is based on enterprise standards, which makes industry participants mixed, some "speculators" mainly copy others, with low-cost products posing as high-priced products to enter the market, resulting in uneven product quality.
Generally speaking, the consumption of cat litter is very large pet supplies, at present, China's cat litter market is more mature, product types are also dazzling, but China's cat litter products are mainly concentrated in the low-end market, product homogenization is serious, domestic enterprises in the international market competition at a disadvantage. With the increase in the number of pets in China, the cat litter market still has a lot of room for development, with the upgrading of residents' consumption, the development prospects of environmentally friendly and high-quality pet litter market are good.
Linyi Xinghong Pets Company produces tofu cat litter, bentonite and mixed cat litter, which not only has high quality and competitive price, but also can clump firmly and does not touch the bottom. Choose Xinghong, let the cat enjoy a comfortable life.
