Core Insights - The pet consumption market is experiencing significant growth, with Tmall leading in sales during the Double 11 shopping festival, contributing 64% of total sales [1][6] - Domestic pet brands are gaining traction, with 68% of the top-selling pet brands on Tmall being local [1][6] - The pet industry is entering a phase of "platform ecosystem competition," supported by a diverse consumer base and data insights [6] Group 1: Sales Performance - Tmall's pet category saw a remarkable performance during the Double 11 pre-sale, surpassing last year's total pre-sale amount within just half an hour [1] - By the end of the first hour, 18 brands achieved sales exceeding 10 million, with 587 brands experiencing year-on-year growth [1] - Domestic pet food brand Xianlang was the first to exceed 100 million in sales within four hours of the sale [1] Group 2: Brand Dynamics - Domestic brands like Maifudi and Toptrees saw significant sales increases, with Maifudi's sales growing over 90% and Toptrees' cat food sales soaring by 170% [1] - Even in traditionally dominated segments by imported brands, domestic products like Lan's cat food emerged as top sellers [1] - The report highlights that the pet industry is moving towards cross-category integration, with brands like Adidas and Xiaomi entering the pet market [2] Group 3: Consumer Trends - The number of annual purchasing users in Tmall's pet category has surpassed 100 million, with over 30% being young new customers [6] - The pet consumption ecosystem is characterized by high user engagement and high average transaction values [6] - The "It Economy" is no longer a niche market, with Tmall becoming a key platform for brands to explore cross-category growth [2]