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Competitive Positioning In Chin Pet Food

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Competitors

Royal Canin Au Yu (Shanghai) Pet Food
Launched in China in 1995, with headquarters in Shanghai. As a subsidiary of France-based Royal Canin, the company belongs to Mars Inc. Royal Canin Au Yu specialise in premium pet food (dry food is the majority of product portfolio) with a wide range of premium dog food, high-quality products and engage in research and development, which focus on pet health and wellbeing.

In 2013, the company expanded to Internet retailing. By 2016, Internet retailing has a total of 50% share of company value sales.

Competitive Positioning
In 2016, the company led pet care with 13% of retail value sales and ranked first in dog and cat food with a 25% retail value share.

Royal Canin Au Yu (Shanghai) Pet Food recorded retail value share growth of five percentage points between 2012 and 2016 due to the growing premiumisation trend in dog and cat food in China. Because of the consistently rising income levels and higher awareness of pet care among local consumers. Additionally, the company offers pet food products for various breeds, sizes and life cycles as well as therapeutic and prescription diet options to cater to different pet needs.

In 2013 the company officially launched online store on Tmall.com allows consumer access to its brands and products, especially in lower-tier cities. With nationwide sales network, which includes pet shops and superstores and veterinary clinics. In addition, the company offers a real-time chat service on

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