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Why Hema Model Fails in Pet Food

Why Hema Model Fails in Pet Food
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💰Read original on 钛媒体
#pet-economy#retail-strategy#consumer-goodshemahemaalibaba

💡Alibaba Hema's pet strategy flop offers lessons for AI-powered retail personalization failures

⚡ 30-Second TL;DR

What Changed

Premium pet food business faces profitability challenges

Why It Matters

Reveals limitations of omnichannel retail models like Hema in niche consumer segments such as pets, signaling caution for big tech expansions into lifestyle markets.

What To Do Next

Review Alibaba Cloud's retail AI analytics for adapting supply chain models to pet food logistics.

Who should care:Founders & Product Leaders

Key Points

  • •Premium pet food business faces profitability challenges
  • •Hema's '打法' (business model) ineffective in pets
  • •'Furry kids' trend not enough for good margins
  • •Retail expansion into pets harder than expected

🧠 Deep Insight

Background and context from public sources — not the original article. 7 sources cited.

🔑 Enhanced Key Takeaways

  • •China's pet food market reached a 300 billion yuan scale by early 2026, with domestic brands capturing 61% share in 2024 through channel advantages and innovation, surpassing international giants.
  • •Government plans aim to develop pet food and supplies as one of 10 consumption hotspots exceeding 100 billion yuan each by 2027, supported by new national standards for dog and cat food slated for 2026 release.
  • •Pet food constitutes 52.8% of the pet economy, with staple foods and nutritional supplements seeing slight market share increases in 2024 amid stable consumption structure.
  • •Veterinary hospitals have become key retail channels, with over 90% of pet owners purchasing products there, including 40% buying pet food due to perceived authority.

🔮 Future ImplicationsAI analysis grounded in cited sources

Pet food market will exceed 100 billion yuan by 2027
A government plan by six departments targets pet food and supplies as one of 10 hotspots surpassing this scale through policy support and industry growth.
Domestic brands will further erode multinational dominance
Domestic firms already hold 61% market share in 2024 via innovation, with ongoing upgrades and national standards favoring local adaptation.

⏳ Timeline

2021
Hema made responsible for own profitability, with Beijing and Shanghai stores already profitable amid 300 total locations.
2021-12
Hema operated 50 Mini stores, some profitable, with full format expected to profit in 2022.
2023-01
Hema piloted expansion of delivery radius from 3km in 30min to 5km in 1 hour to drive growth without heavy store investments.
2024
Pet food market staples diversified into baked, freeze-dried, and wet forms; Ministry began national standards formulation for dog/cat food.
2025
JD.com pet category new users grew 25% YoY during Double 11; dozens of food companies entered pet sector.
💰Read original article on 钛媒体
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