The pet industry in China is undergoing a profound transformation as domestic brands evolve from being budget alternatives to becoming symbols of quality and innovation. At a recent Pet New National Products conference, Song Dandan, co-founder of Liepet Network, shared insights into this trend, emphasizing that frontline professionals' expertise is crucial for realizing this vision.
New National Products: Beyond Local Manufacturing
Song clarified that "new national products" represent more than just domestically manufactured goods. These products meet international standards while prioritizing customer experience through comprehensive innovation. The concept embodies higher benchmarks across product quality, marketing approaches, and distribution channels.
The modernization of domestic pet products manifests in several dimensions:
- New concepts: Transcending traditional definitions by pursuing excellence in quality and innovation
- New requirements: Comprehensive upgrades across products, marketing, and channels to meet elevated consumer expectations
- New methods: Increased R&D investment embracing cutting-edge technology; leveraging new media for user engagement and customized products; innovative designs addressing market gaps; optimized product displays to enhance sales conversion
This shift reflects growing national confidence, while superior domestic products further reinforce cultural pride, creating a virtuous cycle.
Frontline Professionals: The Driving Force Behind Implementation
Song identified pet industry frontline workers as the most critical factor in actualizing this vision. Their direct consumer interactions shape perceptions of domestic brands through four essential competencies:
1. Confidence: Professionals must genuinely believe in domestic products' superiority in quality, efficiency, and value compared to international brands to make compelling recommendations.
2. Expertise: Comprehensive product knowledge enables effective communication of benefits and appropriate usage scenarios. This includes understanding pet physiology, behavior patterns, and product formulations to provide tailored solutions.
3. Service orientation: High-quality service—from patient consultation to post-purchase support—builds trust and customer loyalty, increasing receptiveness to recommendations.
4. Precision targeting: Analyzing customer profiles to deliver the right product recommendations at optimal moments through appropriate channels, coupled with proper usage guidance, maximizes product effectiveness.
This strategic approach requires market insight, communication skills, and practical experience to create personalized experiences that drive conversions.
Collaborating for Industry Advancement
Song emphasized that collective industry efforts could achieve multiple objectives: enhanced animal welfare, consumer satisfaction, business profitability, domestic brand growth, and national pride. The conference represents a significant step toward revitalizing the pet sector through innovation.
The rise of premium domestic pet products signifies more than product upgrades—it reflects systemic transformation across research, production, distribution, and service ecosystems. Frontline professionals serve as vital connectors between brands and consumers, making their professional development fundamental to realizing this vision and shaping the industry's future.