“It's a pet, but also a family member. ” The “poop shovel” places high demands on the quality of life of pets. They are paying more and more attention to the selection of pet products, and their pursuit of quality is getting higher and higher. The needs of the “shovel” coincide with the product philosophy of Ji Shinde.
Strictly control the production side to make high quality the label of the product
In order to guarantee product quality, Jixinde strictly controls the quality of raw materials from the source.
“We have high requirements for the quality of raw and auxiliary materials, so when selecting cooperative suppliers, we prioritize quality, agree on quality standards, and review the quality control of the supplier's production process. While continuously learning expertise from suppliers, we also help suppliers improve quality awareness and process control. Abbottt, Premiere Creative’s creative director.
“The quality required by Jixinde is very high” has become the common perception of suppliers.
“We need to be responsible to our users. It's not that if you sell your stuff, you don't have any problems; the trust that users have in us is what we are looking for. Abbottt, Premiere Creative’s creative director.

Only sold to people who are interested in quality of life
Ji Xinde started with ODM. Mr. Lu said that the “D” of ODM is their value.
“In the ODM cooperation model, although the brand's logo is attached to the outer packaging, the high quality of the product is our strong signature. When it comes to choosing a partner, not every customer can cooperate; only those customers who share our values are our long-term choices. When B-side customers come to us, we all need to understand their business philosophy and values to see if their product positioning, their pursuit of quality is in line with our values. If customers only care about price and don't pay attention to quality, we generally don't accept this type of order. After more than 20 years of persistence, we have won a good reputation in the industry: stable quality and reliable service. Abbottt, Premiere Creative’s creative director.
“We are now doing cross-border e-commerce on Amazon, and we are also building our own brands to provide end users with high-quality and affordable products. Abbottt, Premiere Creative’s creative director.
“To be strong, I think a brand needs to stick to a consistent philosophy and not change from place to place. Our pursuit is to make good products, provide innovative designs for people who pursue quality of life, solve their problems, meet their expectations, provide good services, and make them trust us and believe that we are reliable. Only then can we take this path for a long time. Abbottt, Premiere Creative’s creative director.
“Many people in the market now compete for low prices, and they can sell as long as they don't lose money, but this is not a long-term solution. Chinese products are actually very competitive. If we don't sell at a low price, dare to set prices, dare to invest in our own brands, and look at going overseas with a long-term mentality. Abbottt, Premiere Creative’s creative director.

High quality European pet market
According to the annual report “2021 Facts & Figures” published by FEDIAF European PetFood, the number of pet households in Europe has increased to 90 million, which means 46% of households have a pet partner1. According to the calculation method of an average household of 2.5 people in Europe, there are about 225 million people raising pets in Europe as a whole. Europeans are known for their quality-oriented consumer philosophy. They are willing to spend more money on high-quality goods and services, even more so when it comes to pet products.
High consumption, high quality requirements, and high pet ownership ratio, the European market is a perfect match for Jixinde.
“European customers demand high product quality, which is recognized all over the world, and our company's product philosophy fits the needs of the European market very well. Our product philosophy is: one bag, last a lifetime. We are doing a good job offline in Europe. Amazon Europe is still in its infancy. It's about 34 million US dollars a year.

Jixinde specializes in the European, American, and Japanese markets. Among them, the European market is one of the sectors they value very much. With excellent quality, Jixinde has cooperated with many well-known companies offline. Amazon Europe is also one of the areas it wants to focus on next. Mr. Lu believes that with the support of Amazon's exclusive account manager program, once the process is fully completed, Jixinde will also usher in more rapid development on Amazon Europe.

Since the founding of Ji Sinde, President Lu's goal has been very clear: to follow the path of independent research and design and focus on quality. As of March 2023, Jixinde has 468 valid patents authorized at home and abroad.
Continuous innovation is our core competitiveness
“Only through continuous innovation can the company be dynamic and grow stronger. Abbottt, Premiere Creative’s creative director.
With its strong ability to innovate, Jixinde's products are constantly being updated and iterated, making it a leader in the industry.
“The biggest fear of original design is being imitated. Before the pandemic, we attended exhibitions every year. We will set up a VIP area at the booth to display our new products, which are only available for invited customers to visit. Abbottt, Premiere Creative’s creative director.
“At first, we had a conservative mentality, but after experiencing a lot, our mentality slowly changed. Looking away, I'm even a little proud; after all, if you're very bad, no one else will care about you. Now the booth is no longer set up as a VIP area, so if you show it to everyone, you think of it as an encouragement for yourself. Abbottt, Premiere Creative’s creative director.
My peers all say that Lu has always been “imitated and never surpassed,” but only Mr. Lu himself knows that it takes ten times 100 times more effort than others to maintain his current state. It only takes extra effort to look effortless.

Pursue to be strong but not to grow bigger
Jixinde has a very special approach to participating in the exhibition: it does not sell products, does not make offers, and simply displays products. It's hard for outsiders to understand, but Lu always has his own intentions.
“To put it bluntly, we're just trying to show our strength and show our ability to innovate. This approach can attract customers who are truly capable and pursue quality of life. The demand for product quality also caused us to start slowly, but we didn't pursue quantity. We have always sought to be strong. If we are big but not strong, we will collapse. Abbottt, Premiere Creative’s creative director.
If you are in full bloom, the breeze will come naturally. The strength of Jixinde has brought it a reputation in the industry and customers who pursue quality of life.

In the ODM cooperation model, Jixinde cannot directly contact end users and cannot understand the real needs of users. Mr. Lu can only understand customer needs by going to the pet supplies store to try it out and ask the store clerk. After entering Amazon, sellers and buyers had a bond of connection, and Gishinde began to listen to users' voices through Amazon reviews.
“Amazon reviews are an important channel for us to listen to our customers and a source of innovation for our products. From the reviews, we can find out the problems with the product, the real difficulties pet owners face, and the real needs. What we need to do is solve the problems at any cost. Abbottt, Premiere Creative’s creative director.

At the beginning, in order to understand the real difficulties and needs of users, Lu will always read every review carefully, especially bad reviews. But then there were more and more comments, and I couldn't read every one. In order to solve this problem, Jixinde independently developed a system. This system can uniformly analyze massive reviews, summarize and summarize buyers' needs and characteristics, and use it to guide product development iterations.

Jixinde's control over brand positioning and product quality has always been the same, but it hasn't been easy along the way.
“We have always insisted on operating in compliance, but due to some poor information, we also experienced a series of situations that left us confused and anxious. Later, we went through Amazon's complaint channel, and through a dedicated account manager, and in the end, everything was properly resolved. Abbottt, Premiere Creative’s creative director.
Regarding Amazon's service response, Lu generally refers to it as an “umbrella.” In addition to the “umbrella” in times of emergency, Mr. Lu refers to the Amazon Exclusive Account Manager Program as a “guiding light.”
“Since joining the Amazon Exclusive Account Manager Program, my intuitive feeling is that we are selecting products more efficiently, eliminating poor information, and being able to take more advantage of our own excellent manufacturers. At the same time, account managers can also provide us with advice and suggestions on compliance, so we can prepare in advance to deal with policy changes. Furthermore, regular meetings between the dedicated account manager and our operations team can continue to discuss and track short-, medium-, and long-term development proposals and operational plans with us. These services made us feel very secure and were very responsive, so I'm really thankful for that. Abbottt, Premiere Creative’s creative director.
Mr. Lu said he hopes Amazon can launch more caring seller services, always protect sincere sellers, and live up to these valuable products.