As a concurrent event of the 29th China International Pet Show (CIPS2025), The 4th Global Pet E-commerce Conference was held on November 15. With the core theme of "Omnichannel Integration, Exploring New Markets", the conference gathered official responsible persons of leading cross-border e-commerce platforms and senior experts in omnichannel growth strategies. It focused on three key sections: product selection strategies, channel layout, and content localization, analyzed real successful practices through selected cases, and delved into industry trend data and the latest platform policies. With professional perspectives and practical experience, it helps pet brands expand overseas and develop their global business territory.

Review of the Speech Agenda

01 Nicole (JD.com)

Ms. Nicole, Head of the Aquatic and Small Pet Business Department of the Pet Business Unit under JD Retail's Large Supermarket Business Group, stated that pet consumption demands continue to be segmented. Emerging sectors such as precision nutrition, pet supplies, and aquatic products have all achieved a growth rate of over 30%. In 2024, the market size of the aquatic/small pet sector reached 50 billion yuan, with an annual growth rate of 20%, and it is expected to exceed 60 billion yuan in 2025 overall. The demands for refined and intelligent pet care have surged, and users' willingness to pay has increased by 30%. The penetration rate of small pets in the Chinese market is expected to rise from 7% to 12%. A comfortable living environment is the basic demand for small pet supplies, while "display-style pet keeping" and entertainment interaction have become new focuses. This has driven the further segmentation of product functions, the upgrading of raw materials for fish food and small pet food, and "pet-specific products" has become the mainstream. The industry is improving efficiency through predictable products, procurement, and return on investment, and promoting the transformation of factories into brands through product co-creation.

02 Zhang Jingyi

Ms. Zhang Jingyi, a senior pet industry marketing consultant and expert in omnichannel growth strategy, shared her unique insights into the pet consumer market: True growth stems from the accurate grasp and commercial transformation of "human-pet emotions". The key is to create "emotional products" that can automatically attract traffic and retain users, realize omnichannel integration, connect the entire domain with "emotional products", and create user growth that can transcend cycles.

She pointed out that the evolution of brand value is undergoing an inevitable upgrade from cost-effectiveness and quality-to-price ratio to emotional value. This requires enterprises to systematically embed emotions as a core capability into product design and operation. In this system, products are "prefabricated emotional components", laying the foundation for value transmission; channels act as "emotional amplifiers", which need to abandon the egalitarian distribution mindset and instead deeply manage user mental scenarios. By customizing exclusive "emotional scripts" and "star products" for different channels, it realizes the efficient integration of online and offline, content and shelves, thereby fully amplifying the emotional value inherent in products. Subsequently, after-sales and peripheral links assume the role of "emotional maintainers", whose goal is to elevate users' temporary liking for products into long-term recognition of the brand, achieving advanced growth driven by maintenance. Ultimately, when users are deeply touched by the brand, they transform from consumers into "emotional co-creators". Through open co-creation and community building, brands convert one-time transactions into a long-term mutually prosperous cause, completing a closed loop of emotional value from construction, transmission, maintenance to co-creation.

03 Ye Qing (SHEIN)

Ms. Ye Qing, a senior operation expert in the pet industry at Guangzhou SHEIN, provided participants with a clearer and more comprehensive reference for track layout. The pet sector has become one of the fastest-growing tracks in the e-commerce industry. According to STATISTA data, the global sales of household and pet care categories are expected to reach 119.5 billion US dollars in 2026; by 2027, offline physical sales will still occupy an important position, while online sales will continue to expand at a compound annual growth rate of approximately 10%. From a global perspective, smart pet products and high-value design goods are significantly popular, health and sustainability concepts have become new growth drivers, and the demand for exotic pet supplies is also gradually rising. At the user level, through multi-dimensional analysis of markets such as the United States, the United Kingdom, France, Germany, Italy, Spain, Brazil, Mexico, Japan, and the Middle East, including economic environment, competitor landscape, consumption amount and frequency, group structure, pet category preferences, consumption behaviors and decision-making factors, a clear regional user portrait has been established. Furthermore, under the full-hosted and semi-hosted models, the characteristics of best-selling products in different channels have been identified.

04 Xiao Huze (TEMU)

Mr. Xiao Huze, the investment promotion and operation responsible person for regular stores in TEMU's pet category, explained the current industry opportunities in depth from multiple dimensions. Through various types of real successful cases, he interpreted that the key to cross-border overseas expansion lies in taking the first step of "going out". At the same time, focusing on how to make the most suitable track and platform model choices under different resource conditions, it provides a decision-making framework to help achieve successful transformation and overseas expansion.

The overseas expansion of Chinese pet merchants has become a structural inevitability. On the one hand, the production capacity of the domestic pet industry continues to grow, and it is necessary to seek broader and more diversified overseas markets to achieve profitability and digest excess production capacity; on the other hand, developed overseas markets represented by Europe and the United States are experiencing an upgrade in pet consumption, with demand shifting from basic products such as cat litter and collars to advanced categories with both technological sense and design sense, such as smart feeders and smart toilets. Meanwhile, the increasing maturity and penetration rate of cross-border e-commerce models have provided a key historic opportunity for Chinese pet supplies to successfully expand overseas and achieve expansion through new channels and platforms.

The overseas expansion of China's pet industry is accompanied by both opportunities and challenges. In terms of advantages, Chinese enterprises, relying on significant cost advantages, complete full-industry-chain support, and fast and flexible product innovation capabilities, can efficiently respond to market demand with competitive prices. Opportunities come from the continuous growth of the global pet market and the increasing diversification of consumer demand, which provides a differentiated competitive space for latecomers, as well as China's leading position in e-commerce operations and talents. However, the industry also faces obvious disadvantages: the domestic industry has a short development history, resulting in a gap in international reputation compared with mature European and American established brands, and the domestic market itself is still in a stage of fierce competition. At the same time, the overseas expansion path needs to be vigilant against multiple risks, including the direct impact of exchange rate fluctuations on profits, complex policies and compliance requirements of various countries, and high trial-and-error costs caused by unfamiliarity with local markets.

Summary and Outlook

This conference not only provided in-depth interpretations of industry trends, platform policies, and practical strategies, but also offered valuable ideological inspiration and strategic references for participants from the dimensions of consumer insights, model innovation, and strategic choices. It is believed that the practical experience and cutting-edge insights of all guests can inject new impetus into the cross-border exploration of pet brands, and effectively help peers in the pet industry to jointly explore a new global landscape belonging to Chinese pet brands.