To be honest, Interface News stated that its own factory has a fully automated baking grain production line. This production line is not only responsible for producing new products (0-irradiated baked goods), but is also expected to be responsible for producing other baked goods products in the future. At the same time, the factory is also undertaking OEM business, with customers including domestic and foreign brand owners. Domestic pet food is a relatively emerging industry, and domestic toC brands have only had a small momentum in just over 5 years since their establishment. Honest Mouth is affiliated with Shanghai Jianmo Biotechnology Co., Ltd., established in 2020. At present, Honest One's products cover pet staple food, wet food, and snacks. According to its introduction to Jiemian News, Honest One's sales have increased 166 times in the past few years, with overall sales exceeding 1 billion yuan last year. The rapid growth is partly due to the low base, and partly related to the outbreak of domestic pet food in recent years.

According to the White Paper on China's Pet Industry in 2025, as of the end of 2024, the number of pet owning households in China has reached 105.65 million, breaking through the billion level scale for the first time. Domestic pet food brands are on the rise, and pet owners' preference for Chinese brands has significantly increased. According to Euromonitor data, among the top ten pet food companies in China in 2022, 7 are domestic enterprises. Reflected in the consumer market, more and more domestic brands such as Honest Mouth, Chuncui, Afei and Badi, NetEase Yanxuan, Xianlang, etc. are appearing on the discussion list when people discuss exchanging food for their "furry children" on social media platforms. However, in terms of awareness, international brands have had a slight advantage in the past. The above-mentioned Euromonitor data shows that by 2022, Mars and Nestle will occupy two of the top three pet food companies in China.

From the perspective of consumers, a key factor limiting the development of domestic pet food is the absence of mandatory regulations and regulatory measures, such as regulations on the types and proportions of nutrients in pet food. This has led to consumer anxiety about the safety of domestic pet food and provided opportunities for unscrupulous businesses to exploit loopholes.

Addressing such anxiety has actually become the main competitive point for domestic pet food brands in the past. A pet food industry insider told Interface News that the food production in the entire pet industry has shifted from extensive OEM to full chain refined operation. Whether the brand can achieve control from raw material procurement, production process to terminal delivery, and whether the raw materials of the product are fresh enough, consumers have begun to pay high attention to these aspects. For example, more and more brands will provide consumers with detailed information about their OEM factories and testing reports, and some brands will also provide raw material information, indicating the name of the breeding enterprise.

On the other hand, leading domestic pet food brands have also built their own factories in recent years. In addition to being honest, companies such as Gaoyejia, Afei, Badi, Weishi, Pat, and NetEase Tiancheng have also landed their own factories through financing or joint construction. Our own factories will further strengthen the differentiation of domestic pet food. The OEM model has led to a significant increase in the R&D cycle, and the chain of demand-oriented product innovation is limited by the scheduling and capacity of OEM factories, making it difficult for them to operate smoothly. Even if innovative products are developed, other brands in the market can quickly replicate them, "Feng Huaqing, Vice President of Strategic Consulting China, told Interface News.