SHENJINGMAO (神经猫) is a Chinese pet-lifestyle brand primarily focused on products for cats, including food, treats, litter, beds, toys, scratching posts, leashes, grooming supplies and other everyday essentials. Its Chinese name, “神经猫”, is romanised as Shenjingmao, while listings on Chinese e-commerce platforms frequently display the English-style brand name “shenjingmao” 1. Public sources describe two related but distinct corporate contexts for the brand: the official website of 嬉皮狗 (Hipidog) lists 神经猫 as one of its brands, while Chinese business directories also record a company named 淮安神经猫宠物用品有限公司. Consequently, the consumer brand and the similarly named corporate entity should not be assumed to be identical legal persons without further verification.

The brand’s current product range on platforms such as JD extends well beyond cat litter to include freeze-dried food, cat treats, wet food, litter boxes, scratching boards, beds, tunnels, leashes, clothing and various pet accessories 12.

The Chinese name 神经猫 combines two characters:

• 神经 (shénjīng): meaning “nerve” or “nervous”, and colloquially “crazy” or “weird”.
• 猫 (māo): meaning “cat”.

A loose English interpretation might be “Crazy Cat” or “Neurotic Cat”, although SHENJINGMAO is best treated as the brand’s proper romanised name rather than a phrase for translation. The name carries a playful, slightly mischievous tone that aligns with informal Chinese internet culture surrounding cats and pet ownership.

Public information regarding the early history of SHENJINGMAO is limited compared to major international pet brands. One business directory identifies 淮安神经猫宠物用品有限公司 as having been established on 2 December 2013, with 贾白侠 (Jia Baixia) listed as the legal representative. This company is described as operating in pet products, pet clothing, pet food, pet toys, intelligent pet equipment, grooming products and related e-commerce activities. However, this registration date should not be interpreted as definitive proof that the SHENJINGMAO consumer brand itself launched in 2013, as available sources do not provide a detailed official brand chronology.

Additionally, the official website of 嬉皮狗 (Hipidog) states that its parent organisation was established in Nanjing in 2011 and currently operates a multi-brand strategy comprising 嬉皮狗, 神经猫, 酸熊, 宠道夫 and 碳分子. The same site describes 神经猫 specifically as the group’s cat-focused brand, intended to build a broader product ecosystem for felines. Therefore, SHENJINGMAO is most accurately described as a Chinese cat-focused pet brand associated with the Hipidog multi-brand group, while a separately named Huai’an Shenjingmao Pet Products Co., Ltd. also appears in Chinese corporate databases.

Understanding SHENJINGMAO requires recognising its relationship with 嬉皮狗 (Hipidog), a Chinese pet-products organisation founded in Nanjing in 2011. The official Hipidog website outlines a multi-brand strategy covering different segments of the pet market, with 神经猫 explicitly included in the portfolio. The brand portfolio is broadly structured as follows:

The group states that it sells through platforms including Tmall, JD, Alibaba, Pinduoduo and Amazon, whilst maintaining product development and manufacturing capabilities. Thus, SHENJINGMAO functions as one brand within a broader Chinese pet-product ecosystem rather than as an isolated manufacturer.

SHENJINGMAO offers an unusually broad catalogue for a brand centred on cats. Current listings across various categories include:

Cat Food and Treats

• Freeze-dried chicken and meat treats
• Cat strips and lickable treats
• Wet food and canned cat food
• Fish and chicken-based treats
• Cat grass and catnip products
• Nutritional snacks

On JD, SHENJINGMAO freeze-dried chicken products have accumulated thousands of reviews, alongside significant engagement for cat strips and wet-food items 12.

Cat Litter

Cat litter is a major product category for the brand, with listings emphasising clumping, odour control and low dust. Varieties include:

• Bentonite litter
• Tofu litter
• Mixed tofu/bentonite litter
• Green-tea scented litter
• Activated-carbon litter
• Enzyme-based litter
• Plant-based and mineral litter 3

Beds and Furniture

The brand sells numerous forms of cat accommodation, including enclosed houses, tents, tunnels, cooling beds, winter beds, nest-style beds and birthing or recovery enclosures 2.

Scratching Products and Toys

Examples include cardboard scratching boards, scratching bowls, wall-mounted scratchers, cat tunnels, balls, interactive toys and catnip toys.

Accessories

The catalogue also features cat leashes, Elizabethan collars, cat clothing, grooming products, litter boxes, travel products and pet mats 4. Notably, although positioned as a cat-oriented brand, marketplace listings also contain dog beds, dog clothing and other dog products 2.

Based on its product assortment and marketplace presence, SHENJINGMAO occupies the mass-market and value segment rather than the premium specialist tier. Chinese brand-directory sources categorise its positioning as “low-to-mid range” and describe its concept as “来猫就来神经猫” (roughly “when you have a cat, come to Shenjingmao”). This positioning is consistent with an extensive marketplace catalogue characterised by a large selection, accessible pricing, frequent promotional packaging and everyday-use products. It is not marketed primarily as a veterinary nutrition company or a luxury pet-food specialist.

SHENJINGMAO follows a strongly e-commerce-oriented model. The broader Hipidog organisation operates across Tmall, JD, Alibaba, Pinduoduo, Amazon and AliExpress, combining product design, manufacturing and online retail. SHENJINGMAO maintains a recognisable flagship-store presence on Chinese platforms, with JD hosting dedicated brand pages containing a large catalogue of products 12. The brand’s identity is therefore heavily tied to online retail rather than a traditional network of physical pet stores.

A defining characteristic of SHENJINGMAO is its category breadth. Instead of concentrating exclusively on one category such as cat food or litter, the brand attempts to cover much of a cat owner’s everyday shopping basket, spanning food, treats, litter, litter boxes, beds, scratching posts, toys, accessories, grooming and travel items. This reflects a classic pet-lifestyle brand strategy, making it likely that an owner who initially purchases cat litter may later buy treats, scratchers, beds or leashes from the same brand.

The product catalogue tends towards a cute, colourful and consumer-friendly aesthetic rather than a clinical or minimalist one. Marketplace listings feature names and colourways inspired by cute animals, cartoon characters, playful colours, seasonal designs and novelty shapes. For example, the current catalogue includes rabbit-shaped scratching products, cartoon pet beds, colourful cat tunnels and decorative accessories 2. This supports a positioning where pet products are treated as part of the owner’s home and lifestyle aesthetic, not merely functional equipment.

Available public information suggests that the broader Hipidog organisation has its own product-development teams and production facilities, particularly for pet clothing, beds and related products. However, marketplace listings show products associated with different manufacturing locations; for instance, some SHENJINGMAO freeze-dried products are explicitly marketed as being produced in Shandong 1. This indicates that the supply chain is not necessarily concentrated in a single factory or location, which is common for Chinese e-commerce pet brands where individual categories may be produced through different manufacturing partners.

The name 神经猫 has been registered in Chinese trademark records. One record shows registration no. 18950622 in Class 3, covering animal deodorants, pet cosmetics, pet deodorising products and pet shampoo. Another registration, no. 52767096, is in Class 35 and covers advertising, marketing, retail-related activities and promotion. These registrations are consistent with the brand’s development beyond a single physical product into a broader commercial identity.

SHENJINGMAO has a substantial presence on Chinese e-commerce platforms. On JD, individual products currently display review counts ranging from over 1,000 to over 10,000 for certain freeze-dried items 12. While these figures represent marketplace reviews rather than independent sales data, they demonstrate significant consumer exposure. The brand has also been associated with flagship stores on Tmall according to Chinese brand directories and product listings.

The primary customer base consists of Chinese cat owners seeking affordable, convenient everyday products. The catalogue appears suitable for first-time cat owners, multi-cat households, budget-conscious consumers, those who prefer buying pet supplies online, and owners interested in design-oriented accessories. The extensive range also makes the brand relevant to multi-pet households, despite its strong cat-oriented identity.

It is useful to distinguish SHENJINGMAO from premium specialist brands:

When encountered in a marketplace, SHENJINGMAO is more accurately understood as a broad cat and pet lifestyle brand than as a narrowly specialised premium cat-food company.

• Broad product ecosystem: The brand serves many everyday pet needs rather than specialising in a single product 1.
• Strong e-commerce orientation: Presence on major Chinese platforms provides high visibility and convenient distribution.
• Accessible positioning: Mass-market pricing makes the brand accessible to ordinary pet owners rather than targeting only premium consumers.
• Cat-centred identity: Within the Hipidog portfolio, SHENJINGMAO has a clear role as the cat-focused brand.
• High SKU diversity: The catalogue ranges from consumables to furniture and accessories, facilitating repeat purchases.

• Limited international corporate information: Compared to global brands like Royal Canin or Purina, there is relatively little internationally accessible corporate information about SHENJINGMAO.
• Complex brand structure: The official Hipidog site identifies 神经猫 as a brand, while separate databases list 淮安神经猫宠物用品有限公司. The precise legal relationship between these entities is not sufficiently documented in public sources to confirm they are identical.
• Variable product quality: Given the wide range of products, it would be misleading to assume uniform quality across litter, food, toys and beds. Individual products should be assessed separately. For cat food specifically, ingredient composition, nutritional adequacy and manufacturer information are more meaningful indicators than the brand name alone.

SHENJINGMAO (神经猫) is a Chinese mass-market cat lifestyle and pet-products brand with a strong e-commerce presence. Its core proposition aims to serve as a one-stop brand for cat ownership, covering consumables such as treats and litter alongside beds, toys, scratching products, accessories and household pet goods. Its relationship with the 嬉皮狗/Hipidog ecosystem is particularly significant, as Hipidog’s website explicitly identifies 神经猫 as its cat-focused brand within a larger multi-brand strategy.

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