(Group photo of Empower 10000 for China Pet Retailers – Malaysia Stop)

(Group photo of Empower 10000 for China Pet Retailers – Thailand Stop)

Co-hosted by China International Pet Show and PANGOL, the Empower 10000 for China Pet Retailers traveled to Kuala Lumpur, Malaysia and Bangkok, Thailand between July 8 and 14, wrapping up a one-week intensive market empowerment tour covering core Southeast Asian markets. This cross-border brand expansion initiative delivered tangible outcomes in technical exchange and channel connectivity, featuring technology export, direct channel matchmaking, skill training courses and closed-door business meetings.

Empower 10000 for China Pet Retailers – Malaysia Stop

Seizing Prime Opportunities in the Feline Economy

The Malaysia stop of the Empower 10000 for China Pet Retailers was successfully held at Mid Valley Exhibition Centre in Kuala Lumpur. Leveraging Oh My Meow! Expo, Malaysia’s largest cat-focused exhibition, the event targeted the rapidly expanding local feline economy. Driven by dual pillars of technical empowerment and direct channel access, it opened an efficient gateway for Chinese pet brands to enter Southeast Asia.

Notably, rising pet ownership awareness has fueled Malaysian cat owners’ fast-growing demand for professional cat grooming and coat care services. In the hot and humid tropical climate, cats commonly suffer from skin sensitivity, fungal infections and matted fur. However, the local market lacks systematic professional cat grooming techniques and supporting products — representing a key market entry opportunity for Chinese brands relying on premium grooming solutions and differentiated merchandise.

Centered on the feline segment, this Malaysia stop leveraged professional grooming expertise and high-quality products to break ground for Chinese brands in Southeast Asia.

Empower 10000 for China Pet Retailers – Thailand Stop

Dual Masterclasses & Omnichannel Matchmaking: Setting a New Benchmark for Southeast Asian Market Empowerment

Hosted in Bangkok on July 13, the Thailand stop elevated technical empowerment to new heights with two exclusive masterclasses.

Instructor Wu Jiatai delivered a live demonstration of Asian-style hybrid dog grooming. Subsequently, Sun Rongrong provided hands-on training focusing on grooming challenges specific to Maine Coons. The demonstrations illustrated the business philosophy of boosting average order value and customer loyalty via premium professional services.

The afternoon session featured a lecture on canine and feline skin & coat health nutrition, presented by Dr. Phakanong Tangcharoensin from Royal Canin.

Direct Brand Global Matchmaking: Chinese Brands Harvest Results Beyond Expectations

(On-site business meetings between Chinese brands and local distributors, veterinary clinics and pet grooming schools)

The core highlight of the tour was facilitating efficient, targeted matchmaking between outstanding Chinese pet brands and local Southeast Asian industry players. Booths for Housai Premium, Twinkling Star, Quick Xilver and other brands drew crowds of local pet shop owners, groomers and distributors, with lively product trials and business negotiations underway.

Thanks to superior quality and differentiated designs, the premium grooming and professional beauty products showcased sold out completely on site. Multiple local distributors immediately expressed strong interest in distribution partnerships, initiating discussions on long-term procurement and exclusive regional agency rights. Chinese brands’ product quality and market adaptability were fully validated on this overseas trip — shifting attitudes from tentative trial orders to fierce competition for distribution rights.

Cutting out intermediaries to connect directly with end channels is the core strategy of this overseas tour. It enables Chinese brands to bypass multi-layered distribution networks and engage frontline pet retailers and distributors across Southeast Asia, establishing streamlined cooperation channels. This significantly reduces brands’ market entry costs, while allowing them to gain direct insights into local consumer demands and accumulate first-hand experience for product localization and long-term market cultivation.

In-depth Visits to Bangkok’s Leading Pet Retailers to Decode Local Retail Ecosystem

(Field visits to top-tier pet stores in Thailand)

The Empower 10000 for China Pet Retailers team also guided Chinese brand representatives on in-depth field research of Bangkok’s retail landscape, visiting benchmark outlets including PET'N ME, a prominent professional Thai pet retail brand. Participants gained immersive exposure to local pet retail formats and consumption trends.

Two defining traits of Thailand’s pet market were observed: an abundant supply of pet food, and wide popularity of creatively designed, trendy pet accessories. Furthermore, as humanization of pets accelerates among Thai consumers, demand for pet nutritional supplements, functional feed and high-end grooming products is surging — perfectly aligning with the tour’s mission of advancing technical and service upgrading.

These field visits enabled Chinese brand representatives to develop a concrete understanding of Thailand’s channel landscape, consumer preferences and competitive environment. Amid the ongoing transformation of Thailand’s pet market from traditional retail to diversified sales channels, offline professional stores remain dominant and serve as the core touchpoint to reach end consumers.

Adopting a dual-drive model of technical empowerment plus direct channel connectivity, the Empower 10000 for China Pet Retailers has pioneered an effective framework for Chinese pet brands to achieve localized development in Southeast Asia.

Beyond connecting brands with high-quality distributor networks that were previously hard to access, the tour provided participants with first-hand localized operational experience and market intelligence through on-site investigations and in-depth exchanges. Guiding Chinese enterprises to advance from merely exporting goods to building sustainable overseas brand presence, the Empower 10000 supports more domestic brands to take critical strides onto the international stage.

Special Acknowledgements

Lastly, we extend sincere gratitude to the following brands for their generous support of the Malaysia and Thailand stops of the Empower 10000 for China Pet Retailers (in no particular order):

Upcoming Stops Preview

The Empower 10000 for China Pet Retailers will continue expanding into more international markets. Upcoming itineraries to Russia (Sept 22–25) and South Korea (Oct 22–23) are now on the agenda. Stay tuned for official updates from CIPS!