The 29th China International Pet Show (CIPS 2025) has successfully concluded. Spanning four days, the exhibition further deepened its international influence, attracting professional visitors from 125 countries and regions for exchanges. The cumulative attendance during the exhibition reached 84,890, representing a 21% increase year-on-year, and generating more active procurement demands on-site. As the scale of international visitors continued to expand, the focus of on-site procurement and exchanges gradually shifted to areas that were different from previous years.

While mature markets such as Europe and the United States maintained a stable procurement pace, the consulting activity from emerging markets including the Middle East, Southeast Asia, Latin America and Africa saw a marked rise. Buyers from different regions demonstrated clearer focus on product types, price ranges, minimum order quantities and delivery capabilities, with their communication becoming more direct and specific. The concurrent emergence of demands from multiple regions drove procurement and exchanges to focus more on actionable cooperation details, rather than remaining at the initial inquiry stage.

Connecting global pet industry resources, CIPS 2025 showcases the concentrated innovation vitality and manufacturing prowess of China’s pet and aquarium products to the world. At the previous exhibition, two leading enterprises—Techlink Group and Super Design Manufacture Co., Ltd. Zhuhai—granted exclusive interviews, comprehensively sharing their corporate development journeys and offering in-depth insights into the prevailing dynamics of the pet and aquarium market.

Techlink Group

Techlink Group, a company with 22 years of dedicated expertise in pet leashes and toys, has garnered widespread attention for its robust overseas market performance and innovative product portfolio. Mr. Zhang Zhengze, General Manager of Techlink Pet Products, sat down for an exclusive interview, sharing insights into the company’s global expansion strategy, industry observations and future development roadmap—fully demonstrating the strength and foresight of Chinese pet supplies enterprises in their overseas endeavors.

▲Mr. Zhang Zhengze, General Manager of Techlink Group

CIPS: Could you share your company’s core positioning and business structure?

Zhang Zhengze: Celebrating its 22nd anniversary, Techlink has focused its core business on two major product categories: pet leashes and pet toys. With 22 years of dedicated expertise in leash manufacturing and three years of steady growth in the toy segment, the company has built a solid market footing.

Its production hub is located in Vietnam, housing two manufacturing facilities spanning a total area of 120,000 square meters and employing over 2,000 staff members. Backed by a 35-strong professional R&D team, Techlink is projected to hit an annual sales volume of 100 million US dollars, with its products exported primarily to Europe, the United States, South America, Southeast Asia and other regions worldwide. Techlink is committed to delivering high-quality pet supplies to pet owners across the globe.

CIPS: How many times has Techlink participated in CIPS so far, and what is your opinion of the exhibition?

Zhang Zhengze: This marks Techlink’s 17th participation in CIPS. Since our debut back in 2008, we have never missed this flagship industry event. The outcomes of this year’s exhibition have far exceeded our expectations, making it our most successful showing yet. Throughout the event, our booth remained a hive of activity with a constant stream of discussions and negotiations. We welcomed not only many of our long-standing partners for in-depth exchanges, but also drew a large number of new clients who stopped to enquire about our offerings.As a pivotal platform for exchanges in the global pet industry, CIPS has built an efficient bridge connecting enterprises to both domestic and international markets, empowering us to achieve breakthroughs in both brand value enhancement and business expansion.

CIPS: Could you share details about Techlink’s overseas market expansion strategy?

Zhang Zhengze: Our core layout strategy is built around the principle of "Global R&D, Localized Sales, and Localized Production". Currently, the sales team for our toy division has been fully established with a localized workforce in Vietnam. On the R&D front, we have integrated the expertise of teams from the United States, Europe, Russia, Vietnam, and China, enabling us to precisely target the differentiated demands of markets across various regions. For production, we are focused on localized development in Vietnam, building a fully independent end-to-end supply chain that covers everything from core raw material supply to finished product manufacturing. This setup not only meets the requirements of U.S. COO regulations and various origin standards but also lays a solid foundation for the company to further expand its footprint in overseas markets.

CIPS: Could you share details about Techlink’s overseas market expansion strategy?

Zhang Zhengze: There are three key pillars that have enabled us to earn long-term trust from our clients:

✅ 23 years of industry dedication and technological accumulation have equipped us with precise control over market demands and product quality.

✅ Our mature and well-established localized overseas supply chain system provides a solid guarantee for product delivery efficiency and quality stability.

✅ Sustained multi-dimensional resource investment covering core areas such as cost optimization, digital transformation, talent pipeline development, AI technology application, and production equipment automation upgrades.

In addition, we have actively engaged third-party professional teams to strengthen external empowerment in logistics optimization, production technology innovation, process upgrading, and operational efficiency improvement, thereby continuously gaining high recognition and trust from our clients.

CIPS: What aspects need to be strengthened for an enterprise to evolve from a China leader to a global leader?

Zhang Zhengze: To achieve global leadership, we believe it is essential to focus on four core priorities:

【Production Innovation】 Continue to drive the application of automation and AI technologies, further advance the iteration and upgrading of production processes, and achieve dual improvements in both production efficiency and product quality.

【Increased R&D Investment】 Strengthen technological barriers to avoid a generational gap with leading European and American brands.

【Simultaneous Advancement of International and Local Talent Strategies】Take our Vietnam factory as an example: among its team of over 1,000 employees, only 3 Chinese operation staff are deployed. A localized talent structure enables more precise alignment with the needs of overseas markets.

【Upholding Core Competitive Advantages】 Continue to consolidate capabilities in cost control, stable delivery lead times, and reliable product quality. Meanwhile, build a multinational and diversified customer service team, and comprehensively enhance overall service efficiency through the integration of global resources.

CIPS: What are Techlink’s future plans for R&D and brand development?

Zhang Zhengze: Going forward, we will continue to ramp up our global strategic layout. On one hand, we plan to invest in and build a 150,000-square-meter intelligent production base overseas. By deeply integrating production intelligence and system digital upgrading, we aim to create a highly efficient and collaborative modern production platform. On the other hand, with a long-term development perspective, we intend to expand into emerging markets such as Africa and India by establishing new production bases, thus building a global industrial pattern that is "anchored in China and supported by overseas production". In the meantime, we will always adhere to the development philosophy of "Global Design, Localized Production". We will keep forging ahead with innovation in core areas including manufacturing, quality control, delivery assurance, and technological R&D, further deepen the integrated application of digital and intelligent technologies, steadily enhance our comprehensive competitiveness, and consolidate and expand our global market share.

CIPS: What wishes and prospects do you have for CIPS?

Zhang Zhengze: CIPS has always been an indispensable and pivotal platform for exchanges in the pet industry. We look forward to its continued role in gathering global industry resources and helping enterprises connect with more business opportunities in the years ahead. See you in Guangzhou next time!

Super Design Manufacture Co., Ltd. Zhuhai

2025 marks the 20th anniversary of Super Design, coinciding with the holding of CIPS 2025— it is also Super Design’s 20th consecutive year participating in the exhibition. As a leader in the pet feeding accessories industry, Super Design has dedicated itself to the sector for 23 years, earning market recognition through continuous innovation and global layout. This exclusive interview focuses on the company’s development journey, core competitiveness and industry outlook, featuring insights into business acumen and industry trends from Mr. Zeng Yibao, Design General Manager of Super Design.

▲ Mr. Zeng Yibao, General Manager of Super Design Manufacture Co., Ltd. Zhuhai

CIPS: Which edition of CIPS is Super Design participating in this time?

Zeng Yibao: Having been deeply rooted in the pet industry for 23 years, I am filled with emotion and honor that has never missed this industry grand event since its debut at the 9th CIPS in 2005. As a bellwether of the global pet industry, CIPS has always served as a core bridge for enterprises to connect domestic and international markets. We have witnessed the steady maturation of this platform, and also achieved our own stable development by leveraging the exhibition’s resources.

CIPS: What are your impressions of this edition of the CIPS exhibition?

Zeng Yibao: The outcomes of this edition of the exhibition have far exceeded expectations, making it a highlight moment in the event’s history. Compared with the post-pandemic market recovery period last year, both the visitor turnout and professional standards of this year’s exhibition have been comprehensively elevated, with the quantity and quality of attendees being truly impressive. From the opening day to now, our booth has remained in a state of high-frequency negotiations, keeping us so busy that we barely have time for a sip of water — this fully reflects the vitality of the market and the potential of the industry. Here, we would also like to express our sincere gratitude to CIPS for its years of dedication and efforts in building an efficient platform for exchange and trade in the industry.

CIPS: What is the key factor behind ’s outstanding performance in overseas markets?

Zeng Yibao: Demand in overseas markets has always been substantial; the core factor determining whether an enterprise can gain a long-term foothold lies in its ability to continuously attract and retain customers. Super Design’s core belief is "Innovation is Endless" — this is also the key code for our overseas market expansion. Over the years, we have consistently taken product innovation as our core driving force, continuously launching new products that cater to pets’ needs and pet owners’ usage scenarios, and have earned recognition from global customers with our differentiated advantages.

CIPS: What do you think is the core code that underpins an enterprise’s steady development?

Zeng Yibao: Super Design has dedicated 20 years to the niche sector of pet feeding accessories, earning recognition from both the industry and customers through its focus and perseverance. The core that underpins our steady and long-term growth lies in a clear understanding of our positioning and commitment to long-termism. We have always maintained a sober awareness of our strengths and weaknesses, focusing our efforts on the pet feeding accessories track where we excel, and continuously strengthening our core competitiveness through lean production and R&D innovation.

CIPS: What message would you like to convey through CIPS?

Zeng Yibao: Competition in the pet industry is a constant reality. For an enterprise to thrive in the long run, the key lies in committing to "difficult yet right things". Super Design 20-year development journey is a living testament to this philosophy — we have sustained investment in R&D innovation, pursued relentless excellence in quality control, and remained deeply rooted in our niche market segment. I hope all industry peers can identify their core strengths and precise positioning, focus on their areas of expertise to cultivate in depth, resist the temptation to follow trends blindly, and persist in doing what creates value for the industry and consumers. The prosperity of the pet industry hinges on the collective efforts of all practitioners. Only by staying true to our original aspirations, growing together in solidarity, and focusing on the essence of products and services can we jointly drive the high-quality development of the industry and ultimately share the fruits of its growth. See you in Guangzhou at the 30th CIPS!