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Created on 09.22
Changes in the Bentonite Cat Litter Industry: Who Will Emerge Victorious? The Response from Ningcheng Xingmei
From "Quantity-driven Expansion" to "Quality-oriented Upgrade": Reflections from a Premium Cat-Litter Manufacturing Partner
The global and Chinese cat litter industry is now at a critical turning point: demand growth is slowing, cutthroat internal competition prevails, and small manufacturers are being phased out. The industry is shifting from quantity-driven expansion toward quality-oriented upgrading. As a drafter of the group standard for bentonite cat litter and chair unit of the Ningcheng Cat Litter Industry Association, Ningcheng Xingmei Technology Co., Ltd. (Qiyun Group · Xingmei Technology) keeps pace with industry developments. Below we share our observations on this industry transformation and the solutions put forward by Xingmei for peers and partners.
I. Understanding Industry Realities: Slowing Growth, Fierce Competition and "Statistical Discrepancies"
Globally, growth in cat litter demand has decelerated compared with previous years. Growth varies across regions and product categories, yet bentonite cat litter still maintains its dominant position, accounting for 70%-80% of total sales and forming the solid foundation of the global market.
The domestic market shows a slightly different landscape. Mixed cat litter ranks first in China with roughly 48% market share, followed by plant-based cat litter at about 22%, and bentonite cat litter (pellet and mineral litter) in third place at 30%. Notably, nearly half of mixed-litter formulations consist of bentonite. When factored in, bentonite-based cat litter captures approximately 50% of China’s total market, confirming bentonite remains an indispensable cornerstone of the sector.
Nevertheless, the industry faces severe oversupply and intensifying competition. A major contributing factor stems from distorted industry data circulating online: inconsistent statistical criteria lead to misjudgement of market conditions. For illustration: a 10 kilogram bag of pellet cat litter may have a factory ex factory price of merely RMB 5. With courier and platform operating fees added, its retail price reaches RMB 1315. By contrast, for shipments to SoutheastAsian ports, the same product has an ex factory price of more than RMB 400. After domestic inland transport, port handling and ocean freight, the portarrival price climbs to RMB 1 0001 200. The identical product yields vastly different figures depending on which stage is measured. Many entrants are misled by inflated market estimates, further exacerbating cutthroat competition.
Since 2024, the industry has entered a phase of elimination and consolidation, moving away from fragmented small-scale operations toward greater concentration. A clear signal is the shutdown and collapse of numerous small plant-based cat litter manufacturers.
II. Logic of Industry Consolidation: Who Will Be Eliminated and Who Will Thrive?
In times of transformation, strategic direction outweighs sheer effort. Against current-day realities, we can define clear selection criteria:
Enterprises Likely to Be Eliminated
· Those pursuing low-quality, low-price strategies with no profit margin;
· Resource-strained enterprises operating on an oversized scale;
· Enterprises lacking R&D and innovation capabilities;
· Enterprises without robust sales-channel capacity.
Enterprises Poised to Succeed
· Those with cost-control advantages capable of delivering reasonably-priced quality products;
· Innovative enterprises that iterate products on an ongoing basis;
· Resource-backed enterprises boasting integrated production-supply-marketing capabilities.
Measured against this framework, Xingmei’s position is unambiguous. We stand among those well-placed to succeed — not out of luck, but because since inception Xingmei has embraced a long-term development path anchored in resources, empowered by technology, and safeguarded by full-chain closed-loop operations.
III. Xingmei’s Solution: Rooted in Resources, Empowered by Technology, Safeguarded by Closed-loop Operations
Rooted in Resources: Stability as a Pillar for Partner Brands
Xingmei is backed by self-owned high-grade bentonite mines with proven reserves of 40 million tonnes. The ore delivers montmorillonite content ≥ 60% and sand content ＜ 5%. Under current planning, the mine can sustain production for around 80 years with valid mining licences in hand, supporting an annual capacity of 200 000 tonnes. From raw material extraction to finished goods delivery, in-house sourcing guarantees consistent quality and reliable supply. While the wider industry grapples with raw material volatility, Xingmei delivers stable pricing and dependable supply, building the first line of defence for global partners against market risks.
Empowered by Technology: Making Quality Quantifiable
Xingmei has invested over RMB 200 million to build a data-driven smart factory, which hosts a CNAS-accredited national-level laboratory. This comprehensive quality-inspection and R&D centre features leading scale, complete functional modules and advanced equipment among domestic bentonite cat-litter facilities.
Our core wet process sodium modification technology adopts in-depth liquid solid homogeneous chemical reactions, replacing conventional dry process physical mixing widely used across the industry. It achieves a steady sodium modification rate above 90% (conventional dry process solutions generally sit below 70%), delivering uniform, lattice level modification of cat litter particles. Supported by a 150 day natural ageing cycle, sodium ions settle into stable lattice positions and form permanent chemical bonds. This fundamentally avoids soft clumping and excess dust triggered by reverse ion exchange, ensuring consistent quality across every batch.
Safeguarded by Closed-loop Operations: Full-cycle Commitment to Delivery
Xingmei is among the few cat litter manufacturers in Ningcheng that run a complete closed loop covering mine, factory and end delivery. Upstream, Qiyun mines secure raw material supply. Midstream, Xingmei's data driven smart factory operations boost production response speed by 60% and cut administrative labour costs by 40%. Downstream, proprietary cloud warehouses enable agile order fulfilment and global reach. Complemented by market insights and brand enablement services, we deliver traceable, customisable end to end supply chain solutions for partners. Every link from mine to retail shelf remains under our oversight.
Leading Industry Standards for Collective Progress
As a drafter of the group standard for bentonite cat litter and chair-unit of the Ningcheng Cat Litter Industry Association, Xingmei participates deeply in formulating industry norms to drive high-end, standardised sector development. We believe that sustained prosperity for individual enterprises can only come from a thriving whole industry.
IV. From Quantity to Quality: Reaching for Higher, Sweeter Fruit
China’s broader economy is shifting from quantity-focused expansion toward quality-driven upgrading, and the cat-litter industry follows this same trajectory. Think of an apple tree: low-hanging fruit was once easy to harvest. Today we must climb and set up ladders to reach fruit growing higher on branches — fruit that is redder and sweeter. Though harder to pick, it is well worth the effort.
Xingmei aspires to be that climber. We will keep investing in our owned mineral resources, refine our proprietary wet-process sodium-modification technology, and upgrade our smart-factory and full-industrial-chain service capabilities. Through premium-grade products and rock-solid supply reliability, we serve premium cat-litter brands worldwide.
Every round of industry reshuffle rewards long-term-minded practitioners. Xingmei looks forward to collaborating with all industry participants and partners to strengthen our core competencies, advance the bentonite cat litter industry from quantity toward quality, and elevate the global reputation of Chinese bentonite cat litter. Let the world discover premium cat litter from Ningcheng, China — made by Xingmei.
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