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Reporter Zhao Yi, Shanghai Photography Report, China Times (chinatimes.net.cn)

Pet raising consumption, once seen as a "niche hobby," has now grown into a core force supporting a market worth billions. As an important showcase of global consumer trends, this year's CIIE has set up a pet themed exhibition area for the first time, the "It Bo Meng Claw Terminal", which has attracted many visitors to stop and watch.

The development of the pet economy is closely related to the consumption level of residents. When the material needs of residents are met, their spiritual needs also increase. "Jiang Liqin, partner in charge of customer and business development at KPMG China, told reporters from Huaxia Times that changes in consumer demand and scenarios will drive deeper adaptation on the supply side. For example, in terms of culture and tourism, pet friendly hotels are an ecological extension and reconstruction of hotels to adapt to new consumption, and public transportation that is compatible with pet travel is also undergoing high-density connection. As a result, the continuous rise of macro consumption has provided a solid foundation for the high-quality operation of the Chinese economy.

Global Pet Industry Brand Gathering

From pet food to smart devices, from clothing and transportation to health care, this year's CIIE brings together many well-known brands in the global pet industry, including internationally renowned brands such as Royal French, Ravel from the United States, and Aunbourg from Canada that deeply cultivate the Chinese market, as well as new domestic brands representing China's globalization power such as Xianlang and Patel.

Among them, the fully automatic pet toilet launched by Xiaopei Technology is particularly eye-catching. The smart cat toilet can monitor the color of cats' feces and the pH value of their urine, and issue alerts as soon as abnormalities occur. ”According to the on-site staff, the product has a built-in microphone and speaker, and can also interact remotely. It can not only automatically pack, but also automatically bag, and the owner only needs to throw away the garbage bag. "Finally, the poop shoveler can no longer worry about poop shoveling". In addition, Xiaopei Technology has also brought a series of intelligent pet hardware products such as smart feeders and induction water dispensers.

The exhibits displayed at the Royal Pet Food booth include precise nutrition solutions for pets throughout their entire life cycle, from breeding, infancy to adulthood, to disease and old age.

The CIIE is an open stage for the world to share China's opportunities. This year marks the 30th anniversary of Royal's entry into China, and we look forward to using CIIE as a 'window' to showcase Royal's latest achievements in 'precision nutrition' to the world and China, as well as our confidence and determination to seek high-quality development with the Chinese pet industry. "Xu Juan, General Manager of Royal Pet Food China, said," In the future, Royal will continue to rely on the global market to introduce and innovate 'dual channels' of localization, create more refined precision nutrition solutions for pets throughout their entire life cycle, and work together with ecosystem partners to promote the Chinese pet industry towards a more sustainable and mutually beneficial future.

The pet stroller showcased by the pet supplies brand Petstar has also received a lot of attention. This product adopts a closed structure, which is different from traditional baby strollers that can be pushed vertically. Its pet stroller is designed to be pushed horizontally, which is more suitable for pets to face the outside world and reduce their stress response. The staff of the brand said, "With the rise of emotional consumption and companionship economy, the role of pets is gradually shifting from functional partners to family members, and the demand for traveling with pets is also constantly increasing”.

COCOYO, a brand specializing in pet cleaning, has introduced the "Grass Urine Mat", which highly restores the texture of the lawn through a three-dimensional design, allowing dogs to have an outdoor experience at home. According to booth staff, many pet owners are troubled by how to develop their pet's excretion habits. Pets also have their own small habits, and many pets are unwilling to use ordinary urine pads. The "grass urine pad" has received a good response after its launch, and according to consumer feedback, the company has also launched multiple sizes.

In addition to rich innovative exhibits, the "Moe Claw Terminal" at this year's CIIE also held "Department Store Supermarket Supply and Demand Matchmaking Meeting" and "Import and Export Trader Supply and Demand Matchmaking Meeting", providing one-on-one accurate docking services for participating brands, allowing high-quality products of international brands to quickly reach Chinese consumers, and also providing local brands with trade opportunities to go global.

The market worth billions continues to expand

The bustling scene of crowds and constant inquiries in the "It Bo Meng Claw Terminal" at the CIIE is just a microcosm of the overall booming development trend of the Chinese pet market. The "2025 China Pet Industry Market Report" released by KPMG during the CIIE pointed out that the market size of urban dogs and cats in China has exceeded 300 billion yuan in 2024 and is expected to exceed 400 billion yuan in 2027.

The report shows that the main force of pet raising exhibits significant characteristics of youthfulness and high education, with the post-90s and post-00s accounting for over 60% of the market share. They pursue high cost-effectiveness and product functionality, driving the market to shift from "quantity" expansion to "quality" upgrading. At the policy level, the consumption boosting policies and industry regulatory measures of governments at all levels have provided strong support for the prosperity of the pet economy.

From the consumer perspective, pet owners born in the 1980s and 1990s are more inclined to purchase pet products through online channels, especially through short videos and social media platforms to obtain information and make purchases, with live streaming e-commerce performing particularly well. Their consumption decisions are becoming increasingly rational and refined, focusing not only on cost-effectiveness but also on brand reputation, actual product effects, and transparency. This reflects the popularization of the "scientific pet raising" concept and the trend of consumption upgrading.

At present, the annual "Double Eleven" consumer promotion is in full swing, and the consumption heat of the pet category is steadily rising, becoming a major battlefield that cannot be ignored. Data shows that on October 15th, just half an hour after the launch of the Double 11 pre-sale in 2025, the pre-sale amount of pets on Tmall has exceeded the full day of the first pre-sale day last year. Within one hour of opening, 18 brands including Fregat, Royal, Big Pet, and Xu Cuihua sold over 10 million yuan, and 587 brands achieved a year-on-year doubling of growth.

The current warming of China's pet economy is due to the changes in population structure and the upgrading of emotional needs, "said Zhan Junhao, founder of Fujian Huace Brand Positioning Consulting, to a reporter from Huaxia Times. Pets are gradually transforming from tool roles to family members, and people have a clear trend towards high-end pet consumption.

Zhan Junhao further stated that the pet consumption structure is upgrading from "basic feeding" to "health, intelligence, and emotional companionship". The Chinese pet market will move from high-speed growth to high-quality development in the future, and the industry will show a trend of "breakthroughs at both ends and strengthening in the middle". The front-end will reshape the industrial foundation through technological breakthroughs, the back-end will expand market boundaries through service innovation, and the middle link will consolidate the development foundation.

The pet industry, although small, has strong resilience and is a representative field of emotional value consumption, "said Lin Qihua, Managing Partner of KPMG China Retail and Consumer Goods Industry, to reporters from Huaxia Times. The aforementioned report believes that the Chinese pet market is showing strong growth momentum, with an estimated size of over 811.4 billion yuan by 2025. Among them, pet food, as a necessary category, occupies the largest market share in the industry and is the core driving force of the pet economy. Segmented tracks such as pet medical care, supplies, and services are also growing rapidly. The market competition is fierce, and the number of newly registered enterprises continues to rise. After accumulating experience through OEM services, local pet food companies in China are continuously increasing their R&D investment and gradually cultivating competitive self owned brands.

The first "Ta Bo Meng Claw Terminal" set up at the CIIE is not only an open stage for global pet industry brands to showcase innovative achievements and achieve precise docking, but also vividly confirms the vigorous vitality of China's "Ta Bo economy". The hot sales of the "Double Eleven" pet category, as well as the trend towards younger and more scientific consumption, together constitute a vivid portrayal of the rapid development of the pet economy. This consumption boom surrounding the "hairy child" not only reflects consumers' pursuit of quality life, but also becomes the most vivid example of China's consumer market upgrading, injecting lasting momentum into the high-quality development of the economy.