iChew Ailechun Files IPO Prospectus: Pioneering Pet Oral Care with Proprietary Enzyme-Based Dental Treats

April in the Human World: Chongqing’s Fragrance Lingers On.

On the sun-dappled lawn, a Corgi and a French Bulldog, heads bowed as they nibble on treats, are the beloved pets of Wang Chen, General Manager of Chongqing Boli Biotechnology Co., Ltd. The treats they are enjoying were developed by Boli Biotechnology.Pet Snack Brand – iChewIts composite enzyme dental cleaning snacks.

A standout feature of the Ailechun Multi-Enzyme Series is its ability to clean teeth.

Pets, like humans, require regular dental cleaning to prevent and treat periodontal disease.Wang Chen stated that he has been keeping pets for over a decade. Through his extensive experience as a pet owner, he recognizes that oral care is a crucial yet challenging aspect of pet health.

Where does the difficulty lie? It lies in being “unfriendly” to pets.

According to him, there are currently two main methods for dental cleaning on the market. The first is professional dental cleaning at a veterinary hospital. To ensure high compliance from the pet, general anesthesia is administered, followed by oral cleaning procedures such as ultrasonic scaling. However, repeated exposure to general anesthesia over an extended period can be detrimental to their health.

Second, brushing pets’ teeth. During the process, most pets experience discomfort and require forceful restraint by humans, which constitutes the “unfriendliness” of toothbrushing.

“We were wondering if there was a way to make pets feel ‘at ease’ while still achieving excellent dental cleaning results.”Thus, the research and development of Ailechun’s multi-enzyme dental cleaning series was officially launched.

Composite Enzyme Dental Cleaning Product Image Source: Ailechun

Ailechun’s multi-enzyme dental chews enable teeth cleaning during pets’ active consumption. On one hand, pets enjoy the treats and exhibit high compliance; on the other hand, owners can effectively achieve oral care goals for their pets.

In 2010, pet treats began to gain popularity in China and rapidly became the third-largest subsector of the pet industry. By 2017, the market size for pet treats in China had reached RMB 6 billion. Their share of consumer spending continued to rise year by year, even starting to encroach on the staple food market.

The pet snack industry is characterized by intense competition, fragmentation, and low market concentration. Although there is a wide variety of snack products, they are often produced on a non-industrial scale, featuring small-batch, multi-run production patterns.

Ailechun has targeted the pet treat market and identified pain points in pet dental care. By combining these insights, Ailechun launched its composite enzyme dental care product series. Currently, brands specializing in dental care treats for pets lack prominence in the market. Focusing on pet dental hygiene, Ailechun has built its brand identity and competitive advantage through professional-grade dental care solutions and large-scale production.

“(The technology) is our own, and it is very new.”

It is reported that there are currently four main principles underlying dental chew products on the market, as shown in the table below:

Source: Ailechun

In fact, during the R&D phase, Ailechun also explored technical approaches such as physical abrasion and chemical teeth cleaning, but ultimately selected biological enzymes.

According to reports, when Ailechun was validating its product technology pathway at a dental laboratory in France, one of the other participating brands—a French brand—had a teeth-cleaning technology similar to that of Ailechun. However, the laboratory ultimately endorsed Ailechun’s multi-enzyme teeth-cleaning product due to its superior efficacy. The active ingredients in the product include multi-enzymes, complex phosphates, plant fibers, and natural plant extracts. With continuous use for two weeks, it can remove 75% of dental plaque and achieve a bacteriostatic rate of 99%.

Source: iLovePure

Compared with other dental cleaning products on the market, the biological enzymes used by Ailechun have two advantages.First, the enzymes in Ailechun products are extracted from plants and primarily derived from natural food ingredients themselves. They exert their decomposing effects through enzyme specificity, ensuring a high level of safety.

Second, its composite enzyme technology can inhibit harmful oral bacteria without affecting beneficial ones, thereby preserving the normal balance of the oral microbiome. In contrast, the chemical ingredients in conventional mouthwash products on the market act indiscriminately against all oral bacteria, disrupting the healthy state of the oral microbiota.

Ailechun’s patented multi-enzyme technology targets three key areas in dental cleaning.First, biological enzymes degrade the biofilm formed by dental plaque. As a result, tartar is easily detached from the teeth during feeding. Second, enzymatic components bind with saliva to permeate the entire oral cavity, increasing the concentration of oxygen molecules to inhibit anaerobic bacteria, thereby exerting an antibacterial effect. Third, they break down food residues. Enzymes can decompose residual particles lodged between pets' teeth, reducing the available food sources for bacteria.

Ailechun’s multi-enzyme technology has been patented (covering both appearance and formulation), including three Chinese patents and one EU product patent. The brand has also obtained multiple certifications, totaling 17, such as FDA certification, BRC Global Standard for Food Safety, IFS International Featured Standards, compliance with export enterprise requirements, and adherence to domestic and international food safety standards.

Robust technical support has driven high market acceptance of Ailechun products. A set of data provided by Ailechun fully demonstrates its competitive edge in the market.

Ailechun initially targeted overseas markets, exporting to 16 countries worldwide., including the United Kingdom, the United States, Germany, Belgium, Italy, Spain, South Korea, and Japan. In the international market, Elevit Pure, as a new brand, has demonstrated remarkable performance.

Source: Ailechun

According to sales data from Elevit, its overseas order volume nearly doubled year on year from 2018 to 2020. Compared with 2018, overseas orders increased by 85% in 2019; and compared with 2019, they rose by another 110% in 2020. In the first quarter of this year, overseas orders grew by 97% year on year compared with the same period in 2020.

After accumulating approximately one year of experience in overseas markets, Ailechun believes that its multi-enzyme dental cleaning products should also serve the domestic market.Thus, in 2019, composite enzyme dental cleaning products were launched in China. To date, Ailechun has entered 31 provinces and autonomous regions, 268 cities, and more than 5,400 stores. Its retail sales reached RMB 7.6 million in 2020, with a year-on-year growth of 40% in the first quarter of 2021.

Flagship Multi-Enzyme Dental Cleaning Series, with More Product Lines in Development

The composite enzyme dental care series is Ailechun’s flagship offering. The brand entered the market with this dental care line and has since continuously expanded its product portfolio, driving sales across other product series.

Among them, a cat-specific product line was launched to address the distinct feeding habits of cats and dogs: compound enzyme dental care and hairball control treats for cats.In addition to removing tartar and inhibiting bacteria, this feline-specific multi-enzyme product can also break down keratin and enzymatically dissolve hairballs, thereby promoting unobstructed gastrointestinal function.

Wang Chen stated that dogs enjoy chewing, which helps alleviate stress. However, cats do not like chewing, making it difficult to achieve dental cleaning through physical friction. Consequently, developing products for cats is more challenging than for dogs. This further underscores the significant importance of the multi-enzyme dental care product line in maintaining feline oral hygiene.

In addition, Ailechun has also launched its second targeted series—the Fun Line products—into the market.。This product line emphasizes fun, highlighting the enjoyment pets experience during feeding. It not only stimulates their interest in eating but also enhances interaction between pets and their owners.

Among these, the most prominent is an interactive snack called “Magic Bell Core Ball,” which offers a more complex texture and produces sound. In March this year, the product was featured in The Korea Herald and was ranked among the ten most popular new products in South Korea in 2021.

Protect the brand and implement store-protected pricing

Ailechun is still a new brand, with its awareness gradually building up. Therefore, Ailechun's sales are primarily offline, accounting for 90%, mainly through pet stores and hospital channels. Online sales account for only 10%.

Given the dominance of offline sales, Ailechun implements a store-protected pricing strategy, whereby the brand maintains higher daily online prices than standard offline prices, and ensures that the final transaction price during regular promotions is no lower than the standard offline price.

This pricing strategy is adopted, on the one hand, to avoid price wars and minimize brand damage. On the other hand, as the brand is still in its promotional phase, it has not heavily invested in building online sales channels. However, Ailechun stated that more refined and precise pricing strategies tailored for online channels will be implemented in the future.

In 2017, when three “veteran pet owners” came together by chance, Boli Biotechnology Co., Ltd. and the Ailechun brand were born.

The original intention behind founding Ailechun was inseparable from the three founders’ experiences of raising pets. They aimed to create a product that is effective, engaging, and loving, serving as a care companion for both pets and pet enthusiasts, enabling everyone to enjoy a life filled with pets and love.

Source: Ailechun

They imbued their original aspiration into the brand name “iChew.” iChew carries two layers of meaning,Letter iIt represents the two consumers of pet treats—the pet and its owner—centering on “I” to emphasize equal treatment and harmonious coexistence;Letter ChewThis reflects Ailechun’s recognition and respect for dogs’ natural instinct to chew, dedicating itself to crafting high-quality treats that enhance their well-being.

Team: A Stable Triangular Structure

The triangle is the most stable structure. Ailechun’s organizational framework is clear and stable, with its three core divisions—product manufacturing, technological R&D, and market sales—mutually reinforcing one another like the sides of a triangle, striving to achieve a synergistic effect where 1+1+1>3.

General Manager Wang Chen has 17 years of experience in the pet industry and is currently responsible for company operations and matters related to Ailechun products. Sales Manager Gu Lan has 14 years of experience in the pet industry and is primarily responsible for promoting Ailechun products in overseas markets. R&D Manager Zhai Jianwei holds a Ph.D. in Biochemistry and Molecular Biology and is responsible for the technical research and development of Ailechun products.

Ailechun’s manufacturing facility is located in Jiangjin District, Chongqing. There, the company operates a 4,000-square-meter GMP-compliant cleanroom workshop and advanced production equipment to ensure a reliable product supply. Its sales and R&D center is situated in Chongqing’s main urban area.

The coordination among the R&D, production, and sales divisions is overseen by General Manager Wang Chen. He stated, “I serve as the thread that ties our three divisions together and integrates them.”

Thus, the company’s operational pathway is clear: from product research and development to manufacturing, and from manufacturing to market launch. It is an R&D-driven, technology-focused pet treat company.

Reputation: Efficacy Is Elevit’s Pursuit

Wang Chen said that what impressed him deeply was,During the pandemic, Ailechun’s overseas orders surged rapidly.。

Due to pandemic restrictions, many pet stores and veterinary clinics were unable to operate normally. However, Ailechun’s multi-enzyme dental care products offer a convenient solution, enabling effective at-home dental hygiene for pets. As a result, Ailechun’s multi-enzyme dental care products have been widely chosen and recognized by consumers, becoming a household essential in Europe.

Ailechun stated that it will continue to prioritize R&D, constantly improving product efficacy and ease of use. Specifically, in overseas markets, Ailechun will collaborate with more laboratories, veterinary hospitals, and certification bodies. Domestically, the company will focus more on medical channels to contribute to pet oral health.

"In the short term, Ailechun aims to achieve a certain market share and become a well-known brand."

In the long term, Ailechun will continue to deepen its expertise in dental care treats, aiming to become the consumer’s preferred choice among pet dental care brands. Meanwhile, Ailechun recognizes that pet treats are used in a wide variety of scenarios, including as rewards, for human–pet interaction, and for pets’ solitary enjoyment. With numerous pathways for future growth, the company will develop targeted products for different treat-consumption scenarios, extending its offerings along the trajectory of pet health and wellness.