Alife&Buddy

阿飞和巴弟

Alife&Buddy is a brand dedicated to providing high-quality pet food for the new generation of pet owners. It was founded in Beijing in April 2017.

The brand advantages are mainly reflected in the following aspects:

Brand IP creation: Aware of the importance of establishing emotional connections in the pet market, it launched the IP image of “Afei’s Ideal Country”, combining vision, pets and love, and applying it to product packaging, emoticons and peripheral products (such as cat bibs, water cup straps, etc.). Excellent brand IP can shorten the brand cultivation period, quickly reach consumers, reduce customer acquisition costs, and enhance brand awareness and user loyalty.

Seizing market opportunities: It perceived the potential of the pet track, especially the cat market. Cats are more compatible with the lifestyle of young people. Keeping cats requires less time and energy from young people and requires relatively less space. Alife&Buddy seized the market opportunity sharply and achieved good results in the cat food market.

Emphasizing product power improvement: To enhance product power, it invested funds to purchase the best equipment at the equipment end; in terms of raw materials, it insisted on combining localization with internationalization, adopted fresh and high-quality raw materials, and liked to customize with nutritional brand in subdivided fields. For example, it used high-cost but outstanding-quality fish oil, lactoferrin, and brady, etc. Although the cost may be 2-10 times that of ordinary products, the quality is better.

Establishing its own factory: In May 2023, it welcomed its first “ideal factory”. In pursuit of better and more stable development, it was willing to give up some profits, reduce marketing investment and bear cash flow pressure. In the long run, its own factory makes it more calm in the face of industry reshuffle.

Ensuring product safety: It took 500 days and jointly with the CNAS-certified third-party quality inspection center to create a new industry standard in China – the international three standards for the first time. It also established a selected direct supply base of raw materials, a complete warehousing system and a completely transparent ideal kitchen of its own factory to escort the healthy growth of pets.

Complete product architecture: After early product research and development improvement and marketing exploration, based on the strict requirements of the “China-US-Europe International Three Standards”, it formed a unique product series architecture of “IF-EPC-Chunyue”. The products actively listened to consumers’ feedback and suggestions and were constantly upgraded, and won a large number of loyal users with the category of pet snacks. It attached importance to the real needs of pets and pet owners, defined and developed products by its own team according to the different physical qualities of pets, and made more professional distinctions.

Good market performance: The brand occupied the top of the pet food ranking list on multiple platforms. Its offline coverage exceeded 280 cities and more than 12,000 stores, covering a population of more than 1 million and having many S-level and A-level stores. In addition, it was also actively active in all aspects of the ecology, endorsed by well-known artists, and carried out a variety of co-branding and cooperation activities.

The products of Alife&Buddy cover cat food, dog food, etc. The staple freeze-dried cat food in its cat food products has the advantages of price and rich raw materials. For example, one of its staple freeze-dried cat foods is mainly composed of frozen chicken with bones (accounting for 63.5%) and beef (accounting for 15%), which is comprehensive in nutrition, affordable in price, suitable for cats with sensitive stomachs, but there is a problem of unstable quality control.

Overall, Alife&Buddy has established its own brand characteristics and advantages in the pet food market through various efforts and innovations. However, the choice of pet food needs to be determined according to the individual situation and needs of pets, and at the same time, attention should be paid to the quality and safety of the products.

Best-selling Products from the Alife&Buddy Brand：