Why China’s pet market is a good choice for international brands in 2024:
- Rapid Growth: The pet market in China has experienced significant growth in recent years, becoming one of the fastest-growing pet markets globally.
- Increasing Pet Ownership: There’s a rising trend in pet ownership among the Chinese population, particularly among the younger generation and middle class.
- Shift in Pet Preferences: Dogs and cats are the most popular pets in China, with a noticeable increase in the ownership of cats, which are perceived as easier to care for in urban environments.
- Premiumization of Pet Products: Chinese pet owners are increasingly seeking premium pet products, including high-quality pet food, health supplements, and luxury pet accessories.
- E-commerce Dominance: Online platforms have become the preferred channel for purchasing pet products, with websites and apps offering a wide range of items and convenience.
- Pet Healthcare Services: There’s a growing demand for pet healthcare services, including veterinary care, pet insurance, and wellness products.
- Pet-related Services and Amenities: The market for pet-related services, such as grooming, training, and pet hotels, is expanding rapidly.
- Rise of Pet Influencers: Social media influencers who focus on pets have gained popularity, influencing pet product trends and purchases.
- Government Regulations and Policies: The Chinese government has implemented various regulations and policies related to pet ownership, focusing on public safety and animal welfare.
- Cultural Shift in Attitudes towards Pets: Pets are increasingly being seen as family members rather than just animals, leading to more spending on pet care and products.
- The number of dogs and cats reached 99.15 million, and the dog market contributed to 147.5 billion yuan of the market value, while the cat market took up around 123.1 billion yuan.
- In 2022, China’s urban pet market reached approximately 270.6 billion yuan. source 202.4 billion yuan.
- China is the third largest pet market in the world.
- Foreign brands are perceived as reliable and premium in China.
- Among various criteria, owners first care about product quality, what other people say about product quality, and the price.
- For Chinese pet owners the most interesting services are cleaning, beauty care and vaccinations.
Crazzy datas no?
In the past, having a pet in China was seen as an expensive gift that only rich can afford, but today Chinese owners are increasing their spending related to pets and the number will only continue. The number of dogs and cats, the most commonly kept pets in China, reached 99.15 million last year and the country is now the third-largest pet-owing country after the United States and Japan.
The Pet industry is booming in China in2024
According to Statista, China’s pet market size reached RMB 202.4 billion and it is estimated that from 2010 to 2020 the average annual growth rate will be 33 percent.
Many Chinese who have a pet are from the middle class because they have spare time and money, it is even on many young people’s wish list once they become financially independent. However, the trend is changing in China.
Tang Yahan, an Exotic Shorthair cat’s owner said: “A lot of the middle class have pets, but there are many poor people who own cats and dogs, and also feed stray animals in their neighborhoods. It is more your love for those little one that makes you a pet owner.”
Indeed, 20-35-year-old owners represent 73.2 percent. It means that the large part of pet owners is not retired people who have spare time. These young pet owners even treat their pet as their kids.
Chinese have passion for pets
99.8 percent of Chinese pet owners are willing to spend money on goods such as food, training, vaccinations, neutering and going to the vet.
The past few years the pet food market changed a lot in China. Before dogs were fed with human food, but later pet owners decided that dogs should eat dog food with high-quality food that is good for their health. One of the most high-quality pet food brands in China is Royal Canin with an average price of RMB 70 per kilogram.
“Natural pet food” now has a 24 percent market share and this is growing at a rate of 55 percent year-on-year. However, Chinese are also interested in other services for their pets. Indeed, 41 percent owners take their dog to a beauty salon, 25 percent pay to have professionals wash their pets, and 4.5 percent have even booked a photo shoot.
Jiang Yuxuan, the pet beauty director at Naughty Family, one of Shanghai’s most in-demand pet salon and private clinic said: “Spa services, from manicures to hairstyling are very popular. We style 40 pets on average per day, although during the holiday season that number can go up to 60 or 70. We are always very busy.” Pets are now considered as part of the Chinese family and this market is increasing quickly.
Important information to develop your pet brand in China
The Chinese consumer very connected to Internet. They are willing to make a lot of purchase online because e-commerce is very developed in China, from the delivery service to after sales services, the process has been continually performing. Nowadays, Chinese consumers have a huge appetite for foreign products and e-commerce platforms have become the channels of choices for Chinese shoppers looking to purchase such items. The market is leaded mainly by the group Alibaba with its Taobao and TMALL platforms, the company JD, and some pet community website, such as Yourpet.
You Pet Group is an innovative enterprise focusing on online mobile pet comprehensive services. Yourpet’s current business involves pet online communities (APP), pet offline services, pet e-commerce, pet movies, pet smart devices and pet games. Yourpet has entered third-party e-commerce platforms such as Taobao, Tmall and JD.com.
Working with those platforms can help you to boost your brand awareness, because those online places are meeting point of Chinese pet lovers. So the presence of your brand can gain Chinese consumer’s confidence and persuade them to buy your products.
Douyin (the Chinese tiktok) is the Hottest platform for ecomemrce in 2024 in China
- Douyin as a Key Marketing Platform: Douyin, the Chinese counterpart of TikTok, has emerged as a crucial platform for pet food and accessory brands in China. Its vast user base and engagement rates make it an effective channel for marketing and brand exposure.
- Influence of Pet-Centric Content: Douyin is rife with pet-related content, including videos of pets, which significantly influences consumer preferences and purchasing decisions in the pet food and accessory market.
- Live Streaming for Product Promotion: The platform’s live streaming feature is increasingly used by pet food and accessory brands to showcase products, conduct live demonstrations, and interact directly with potential customers.
- Collaborations with Pet Influencers: Brands are leveraging pet influencers (popular pets and their owners) on Douyin for promotional campaigns. These influencers can sway followers’ opinions and encourage purchases through authentic and engaging content.
- E-commerce Integration: Douyin’s integration with e-commerce allows for seamless purchasing experiences. Users can buy pet food and accessories directly through the app, linking promotional content with instant buying options.
Social media builds your brand awareness
The more your target consumers see your products, the more they are willing to buy it. You have to increase your brand and product exposure among Chinese consumers. Social media platforms are the best new marketing tools to reach your future clients. One of the social media the most used in China is WeChat. This app is originally a messaging app, but now it is much more than just a messaging platform.
WeChat Channel (video) is the new tool of WeChat to get traffic, (copycat of douyin videos) 😉
WeChat integrates mobile payment, online games, e-commerce and many others. WeChat, with more than 1.2 billion users, has created WeChat mini-program that allow users to open other social network and e-commerce platform without downloading.
Weibo is an open social platform that is very popular in China. It is also an efficient way to promote brands by engaging KOLs or influential bloggers. KOLs can assist through content creation, online marketing campaigns, or live-streaming. They have their own follower bases and their opinions and suggestions are considered credible and informed. Sharing company information or launching campaigns with bloggers on Weibo can raise your brand awareness, attract new followers to your brand, and contribute to brand credibility.
Red is the “hot” social Media for pet lovers in 2024
- Community-Driven Recommendations: Little Red Book (Xiaohongshu) is a community-driven platform where users share personal experiences and recommendations, making it a trusted source for pet food and accessory reviews in China.
- User-Generated Content on Pet Care: The platform is rich with user-generated content on pet care, including advice on pet food, health tips, and accessory recommendations, influencing consumer choices in the pet market.
- Platform for Niche and Premium Brands: Little Red Book is known for its focus on niche and premium brands, making it an ideal space for high-quality and specialty pet food and accessory brands to reach discerning pet owners.
- Influencer Collaborations: The app is popular among KOLs (Key Opinion Leaders) and influencers, including pet influencers, who can effectively promote pet food and accessories to their followers through authentic and relatable content.
- Direct-to-Consumer Sales: With its e-commerce integration, Little Red Book allows for direct-to-consumer sales, enabling users to purchase pet food and accessories directly from the app, often influenced by community reviews and recommendations.
We can help you to create an official account that allows you to make post and discuss with your followers. This is a good way to create connection. It permits creating leads generation thanks to a good content. We can help you with a good strategy to reach the highest number of users. You can also put ads on this app in some mini programs such as games.
A strong branding strategy is crucial for your brand
With 99.15 million dogs and cats, China’s urban pet market reached about 270.6 billion yuan in 2022. Positioned as the world’s third-largest pet market, foreign brands are well-regarded for quality, influencing purchasing criteria such as product excellence and value.
Chinese love to spoil their pet
Marketing pet food in China from scratch involves a multi-faceted approach, utilizing both digital and traditional marketing strategies. Here are five key strategies:
- Develop a Localized Website: Create a Chinese-language website optimized for search engines like Baidu. This site should provide comprehensive information about your pet food products, including ingredients, health benefits, and user testimonials. Ensure it’s mobile-friendly, considering the high usage of smartphones in China.
- Leverage Social Media Platforms: Utilize popular Chinese social media platforms like RED (Xiaohongshu) and Douyin (TikTok in China) for marketing. Share engaging content such as pet nutrition tips, customer testimonials, and attractive visuals of your products. Collaborate with pet influencers (KOLs) on these platforms to increase brand awareness and credibility.
- Engage in Influencer Marketing: Partner with well-known pet influencers and KOLs on platforms like RED and Douyin. These influencers can create authentic content around your products, such as feeding trials, unboxing videos, or educational content about pet nutrition, which can sway their followers’ purchasing decisions.
- Implement Reputation and PR Management: Develop a strong public relations strategy to build and maintain a positive brand image. Engage with customers through online forums and communities. Monitor and respond to customer feedback and reviews. Participate in pet industry events and exhibitions to increase brand visibility and credibility.
- Use E-commerce: Establish a presence on major Chinese e-commerce platforms like Tmall and JD.com, douyin , where many consumers go to purchase pet food. Offer promotions and discounts to new customers and consider using live streaming features for product demonstrations and interactive sessions.
By combining these strategies, you can effectively introduce and market your pet food products in the competitive Chinese market.
Your website can be a good way to transfer your brand image. Since Chinese customers look for brand news and products reviews on Internet to make sure the product is of good quality.
The website needs to be well-designed and in Chinese because it is your portal between your brand and your targets. Once you have your website, you can combine Baidu SEO with your website to increase awareness and get credibility.
The pet market has big growth potential in China. For more information, please contact us.
We are professional in Chinese marketing with both Western marketing specialists and Chinese ones. Our services and the strategy are leading in the market, we can assist you until your brand succeeds in China.
Pet in China: Read also:
- In China the Pet Economy Brings a lot of Business Opportunities for International Brands
- The line between art and luxury is blurring in China
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- Specialization in Chinese Market: GMA is highly specialized in the Chinese market, providing foreign brands with tailored strategies to navigate the unique and complex Chinese business landscape.
- Diverse Service Portfolio: The agency offers a comprehensive range of services including digital marketing, e-commerce strategy, SEO optimization, social media marketing, and influencer collaborations, all designed to enhance the presence of foreign brands in China.
- Expertise in Digital Transformation: GMA is adept in digital transformation strategies, helping foreign brands to effectively digitize their operations and marketing in China, leveraging platforms like WeChat, Weibo, Tmall, and JD.com.
- Strong Track Record with International Brands: GMA has a proven track record of successful collaborations with international brands, aiding their entry and growth in the Chinese market across various industries.
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