On March 31, NetEase Yanxuan announced the official launch of its first independent pet food production line and joint R&D laboratory for pet nutrition research and application, built in cooperation with Shandong Hanou. Located in Linyi, Shandong, the production line will primarily produce Yanxuan's best-selling products, such as freeze-dried mixed cat food, with a daily output of 60 tons.
As a shining example of domestic pet products, NetEase Yanxuan took the lead in launching a dedicated pet production line project last year to further ensure product quality, improve production capacity, and enhance innovation and R&D capabilities. Currently, the first phase of the project, including independent production lines for Yanxuan pet food, cat litter, and pet gloves, has been completed. In the future, it will provide more and more consumers with higher-quality products and continuously improve the user experience.


Independent production line put into operation, leading the industry standard.
It is understood that NetEase Yanxuan's independent pet food production line, based on Hanou's "Crystal Kitchen" production line, is responsible for producing Yanxuan's best-selling products, mainly freeze-dried mixed cat food, with a daily output of 60 tons. This production line, based on scientific formula design, precise process control, standardized intelligent production, and rigorous quality inspection, leads industry standards, achieving optimal production efficiency and product quality, and providing Yanxuan users with a superior and reliable product experience.

As a representative of domestic pet brands, NetEase Yanxuan Pet has created many pet food products that are hailed as "the pride of domestic products" since its establishment in 2017. For many years, it has consistently ranked first in pet food sales on major platforms. In 2022, NetEase Yanxuan cat food sales exceeded 14.75 million bags.
Shandong Hanou has been a major pet food producer and service provider in China in recent years. Hanou's "Crystal Kitchen" production line is a fully transparent production line covering the entire fresh meat pretreatment system. The entire process, from fresh meat to finished product, is controlled within 8 hours, making it an industry benchmark for "fresh meat pretreatment" technology.

"The independent pet food production line built in cooperation between Yanxuan and Hanou took four months of consultation and preparation." According to a person in charge of Yanxuan Pet, "The independent production line was able to be built and put into operation based on the achievements and accumulated trust between the two parties in the long-term cooperation." NetEase Yanxuan also sent on-site staff to Hanou to be responsible for the management of Yanxuan product production and quality control on the front line.
It is understood that the cooperation between NetEase Yanxuan and Hanou began in 2021. The two parties developed a complete freeze-dried dual-flavor cat food based on the "Crystal Kitchen" production line, which won the Best Cat Food Product Award on the Internet in 2022.
In addition to the independent pet food production line built in cooperation with Hanou, on March 20th, NetEase Yanxuan officially launched an independent cat litter production line and a joint cat litter experimental center built in cooperation with Hubei Aichong. These facilities primarily produce products such as 4-in-1 mixed cat litter and 3mm tofu cat litter, with a daily output of 26 tons. On March 29th, NetEase Yanxuan also launched an independent pet glove production line, primarily producing products such as pet SPA moisturizing hand-washable gloves.


Deepen the supply chain model and enhance user experience
In recent years, with economic and social development and changes in population structure, the pet economy has experienced explosive growth, making the pet industry increasingly crowded. Ultimately, competition between brands boils down to competition in product strength and user experience.
Driven by growth and competition, the pet industry chain is undergoing an upgrade. According to reports, the Chinese pet market is experiencing a wave of factory construction, with several Chinese pet companies announcing the establishment of their own factories and commencing production in the past two years. However, constrained by factors such as production scale, fragmented equipment, and input-output ratio, many domestic pet brands and manufacturers still employ a "single-line multi-purpose" or "single-line multi-brand" production model, facing numerous challenges in ensuring product quality and production capacity.
Based on this, relying on its emphasis on quality and responsibility to users, and leveraging its supply chain advantages accumulated over the years, NetEase Yanxuan launched the pet-specific production line project to deepen its supply chain model, create independent product production lines, and solidify its position as a leader in the category.
"The pet brand industry is undergoing a reshuffle." According to a representative from Yanxuan, "This requires us to be steady and thorough in our supply chain, to focus on the user, and to ensure quality before any decision is made."

According to reports, Yanxuan will continue to promote lean management on the production side, and more projects involving dedicated production lines will be implemented in the future. On the one hand, Yanxuan will work with production plants to continuously optimize quality control and establish an independent R&D, verification, and testing system for Yanxuan products. On the other hand, on the R&D side, it will promote a joint R&D model with leading raw material suppliers and manufacturers in the industry. It has been revealed that Yanxuan has already finalized cooperation with some R&D institutions.
In addition to the product side, Yanxuan Pet will also establish a NetEase Tiancheng brand membership system on the user side, and launch the brand membership center "NetEase Tiancheng Pet Bar" mini program to provide brand members with comprehensive and rich membership benefits that meet user needs, strengthen the connection and interaction between users and the brand, and reward them with better services and benefits, and continuously improve the user experience.