Crazy Dog

About Crazy Dog

Jia Petcare Group, operating under the master brand Crazy Dog (疯狂小狗), was established in 2014 by founder Cui Jia. Cui's prior experience as the head of the Greater China region for an overseas pet brand provided a solid foundation for his entrepreneurial venture. The company, initially known as Crazy Dog, began with a focus on pet food and rapidly gained traction in the Chinese market.

The firm operates as a comprehensive pet industry group, involved in research and development, manufacturing, sales, and brand building for a wide range of pet products. Its business model initially centered on e-commerce, leveraging platforms like Tmall, JD.com, and Amazon to reach a broad customer base. This online-first strategy contributed to its rapid growth, achieving significant sales milestones within a few years. For instance, its revenue grew from CNY 320 million in 2017 to CNY 600 million in 2018. The company has since expanded to a multi-brand strategy, now managing labels such as LEGENDSANDY (蓝氏) for the mid-to-high-end cat food market, alongside Crazy Dog which targets the mass-market dog food segment. This portfolio allows the group to serve a wider spectrum of pet owners. Beyond food, its product lines include pet snacks, healthcare products, clothing, and other daily necessities.

Significant financial milestones underscore the company's trajectory. In March 2018, it secured CNY 100 million in a Series A funding round. This was followed by a substantial Series B round of CNY 300 million (approximately USD 44 million) in May 2019, co-led by Guangdian Capital and Fosun Group. These funds were earmarked for brand promotion, operational enhancements, and the expansion of distribution channels. The company has also been developing its offline presence, with plans to open physical stores and form partnerships with thousands of pet clinics.