SHENJINGMAO (神经猫) is a Chinese pet-lifestyle brand primarily focused on products for cats and their owners. Its catalogue encompasses a wide range of everyday supplies, including cat food, treats, litter, beds, toys, scratching posts, leashes, and grooming items 1. While the brand’s Chinese name is written as “神经猫,” products listed on major Chinese e-commerce platforms frequently display the romanized name “shenjingmao” 1.

Public records indicate two distinct but related corporate contexts for the brand. The official website of 嬉皮狗 (Hipidog) lists SHENJINGMAO as one of its portfolio brands, while separate business directories also identify 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 are not necessarily identical legal bodies.

The Chinese name 神经猫 combines the characters for “nerve” or “nervous” (神经) and “cat” (猫). In colloquial usage, this can imply “crazy” or “neurotic,” suggesting a playful interpretation such as “Crazy Cat.” However, SHENJINGMAO functions as the brand’s proper romanized identifier rather than a direct translation. This naming convention aligns with informal Chinese internet culture regarding pet ownership, conveying a mischievous and approachable personality.

Information regarding the early history of SHENJINGMAO is less extensive than that of major international pet brands. Business directory records indicate that 淮安神经猫宠物用品有限公司 was established on December 2, 2013, with 贾白侠 (Jia Baixia) listed as the legal representative. This entity is described as operating in pet products, clothing, food, toys, intelligent equipment, and grooming supplies. However, this registration date does not definitively confirm the launch year of the consumer brand itself.

Alternatively, the official website of 嬉皮狗 (Hipidog) states that its parent organization was founded in Nanjing in 2011. Hipidog operates a multi-brand strategy that explicitly includes SHENJINGMAO alongside other labels such as 酸熊, 宠道夫, and 碳分子. Within this ecosystem, SHENJINGMAO is designated as the group’s cat-focused brand, intended to build a comprehensive product ecosystem for feline care.

Relationship with Hipidog

SHENJINGMAO is best understood as part of the broader Hipidog multi-brand portfolio rather than an isolated manufacturer. Hipidog describes itself as having product development and manufacturing capabilities, selling through platforms including Tmall, JD, Alibaba, Pinduoduo, and Amazon. The portfolio covers various market segments:

SHENJINGMAO maintains an unusually broad catalogue for a brand centered on cats, covering most aspects of a cat owner’s daily needs 1.

Food and Treats

Current listings include freeze-dried chicken, meat treats, lickable cat strips, wet food, canned cat food, and fish or chicken-based snacks 1. The brand also offers cat grass and catnip products. On platforms like JD, freeze-dried chicken products have accumulated thousands of user reviews 1.

Cat Litter

Cat litter is a significant category for the brand. Available varieties include bentonite, tofu, mixed tofu-bentonite, green-tea scented, activated-carbon, enzyme-based, plant-based, and mineral litters 1. Product descriptions typically emphasize clumping ability, odor control, and low dust levels 1.

Beds and Furniture

The brand offers various forms of cat accommodation, including standard beds, enclosed houses, tents, tunnels, cooling beds, winter nests, and birthing enclosures 2.

Scratching Posts and Toys

Recreational products include cardboard scratching boards, scratching bowls, wall-mounted scratchers, tunnels, balls, interactive toys, and catnip toys 1.

Accessories and Other Products

The accessory range comprises leashes, Elizabethan collars, cat clothing, grooming tools, litter boxes, travel gear, and pet mats 1. Notably, despite its cat-centric identity, marketplace catalogues also list dog beds, dog clothing, and other canine products under the SHENJINGMAO name 2. Cooling waterproof pet mats attributed to the brand have also appeared on regional e-commerce sites 3.

SHENJINGMAO occupies the mass-market and value-oriented segment of the pet industry. Brand directories categorize its positioning as “low-to-mid range,” with a concept summarized by the phrase “来猫就来神经猫” (roughly translating to “when you have a cat, come to Shenjingmao”). This strategy relies on a large selection, accessible pricing, promotional packaging, and everyday utility rather than premium veterinary nutrition or luxury branding.

The brand follows a strongly e-commerce-oriented model. It maintains flagship store presences on major Chinese platforms such as JD and Tmall 1. Its identity is closely tied to online retail channels rather than traditional physical pet store networks. Some individual products on JD display over 10,000 reviews, indicating significant consumer exposure 1.

The broader Hipidog organization reportedly possesses internal product development teams and production facilities, particularly for textile-based items like clothing and beds. However, the supply chain for SHENJINGMAO appears decentralized. For instance, certain freeze-dried food products are marketed as being produced in Shandong province 1. This suggests that different product categories may be sourced from various manufacturing partners across China.

The name 神经猫 is registered in Chinese trademark databases. Registration no. 18950622 falls under Class 3, covering animal deodorants, pet cosmetics, and shampoo. A separate registration, no. 52767096, is listed under Class 35 for advertising, marketing, and retail services. These registrations reflect the brand’s expansion beyond single-product sales into a broader commercial identity.

The primary customer base consists of Chinese cat owners seeking affordable and convenient daily supplies. The extensive product range appeals to first-time owners, multi-cat households, budget-conscious consumers, and those who prefer shopping online. The inclusion of some dog products also makes the brand relevant to multi-pet households.

SHENJINGMAO differs significantly from premium specialist brands in several dimensions:

Unlike niche premium brands, SHENJINGMAO functions as a generalist lifestyle provider rather than a specialized nutrition or medical supplier.

Strengths

• Broad Ecosystem: The brand serves diverse everyday needs, from consumables to durable goods 1.
• E-commerce Visibility: Strong presence on major platforms ensures high accessibility.
• Accessible Pricing: Mass-market positioning targets ordinary pet owners.
• Clear Role: Distinct identity as the cat-focused brand within the Hipidog group.
• SKU Diversity: High variety encourages repeat purchases across categories.

Limitations

• Limited International Information: Corporate details are less accessible globally compared to major multinational brands.
• Corporate Ambiguity: The precise legal relationship between the Hipidog group and 淮安神经猫宠物用品有限公司 remains unclear in public sources.
• Variable Quality Assessment: Due to the wide product range and potential use of multiple manufacturers, quality should be evaluated on a per-product basis rather than assumed uniformly across the brand. Ingredient lists and manufacturer details are particularly important when assessing food items.

1. 神经猫（shenjingmao）品牌及商品- 京东
2. 神经猫品牌及商品- 京东
3. Reviews SHENJINGMAO | Cooling Waterproof Pet Mat – Real User Experiences