作者：松松@宠业家 8月20日，第27届亚洲宠物展正式开幕。展会同期还举办了一场以"寻·光·全·球"为主题的宠物行业全球出海论坛，通过构建行业对话枢纽，与众多与会嘉 宾探讨宠物行业出海战略核心命题。 会上，亚马逊大客户团队高级经理Donna分享了《亚马逊宠物出海趋势：OEM工厂如何撬动全球市场》的主题内容。 以下是根据现场分享内容整理而成的笔记，内容略有删改。 食品出海存在政策壁垒 供应链优势明显类目存在更大机会 在品类选择方面，宠物食品赛道存在明显的政策壁垒。例如由于跨境检疫限制，含肉类的宠物食品出口难度较大，不建议没有海外供应链布局的卖家轻易 尝试。相反，中国供应链优势明显的品类呈现出更大机会：智能宠物用品如自动喂食器、智能猫砂盆需求旺盛；清洁护理工具如除毛器、梳毛刷保持稳定 增长；细分场景产品如宠物训练器、户外防护装备等也迎来爆发。 值得关注的是，宠物保健与医疗品类虽然认证门槛较高，但利润空间可观，适合具备相关资质的实力卖家布局。与此同时，小众赛道如爬宠用品、马具护 理等虽然总体量不大，但竞争相对缓和，为特色卖家提供了差异化发展空间。 宠物行业出海 必须采取"一国一策"的市场策略 Donna指出，全球宠 ...

Core Insights - The pet supplies industry is experiencing a significant shift towards smart products, with a projected growth rate leading all segments from 2018 to 2025, and smart pet device penetration exceeding 35% in first-tier cities [1][4] - The market for smart pet products in China is expected to reach approximately 10.2 billion yuan in 2024, accounting for one-fifth of the total pet supplies market [4] - The integration of technologies such as artificial intelligence, IoT, and big data is driving the rapid development of the pet supplies industry, addressing consumer pain points related to time, health monitoring, safety, and convenience [4][8] Industry Trends - The changing perception of pet ownership is creating a market worth billions, with consumers increasingly viewing pets as family members and willing to invest more in their care [3][4] - The demand for smart pet products is growing as consumers seek solutions that reduce daily care burdens, with products like automatic feeders and smart water dispensers becoming necessities for busy pet owners [3][4] - The rise of social media and the trend towards personalized pet care are driving the growth of small and exotic pets, presenting new market opportunities for specialized pet products [8][9] Company Innovations - Companies are focusing on personalized and differentiated products in the smart pet sector, with innovations such as AI health monitoring systems and smart litter boxes being introduced [5][6] - New brands are emerging in the smart pet market, with products designed to redefine pet living spaces and enhance pet health management through advanced technology [5][6] - Established companies and new entrants from various sectors, including home appliances and technology, are increasingly entering the smart pet product market, indicating a competitive landscape [6][9] Market Expansion - The number of urban pets in China is projected to reach 120 million by 2024, with the overall pet market size surpassing 300 billion yuan, highlighting the immense potential for smart pet products [7][8] - Chinese smart pet products are gaining traction in global markets through e-commerce platforms, with significant sales growth observed in regions like Europe [9] - The future of smart pet devices is promising, with a focus on multifunctionality, data connectivity, and deep AI applications to meet core consumer needs [9]

Core Insights - The pet consumption market is becoming a significant pillar for Chinese companies going global, with pet product sales during the "618" shopping festival showing that cat product sales are twice that of dog products [1] - The global pet market is projected to exceed $300 billion by 2025 and reach $500 billion by 2030, with China transitioning from a manufacturing hub to a brand-exporting nation [1][3] - Chinese pet food exports have shown robust growth, with a 16.17% increase in quantity and a 6.06% increase in value in the first four months of 2025 compared to the previous year [3] Industry Trends - Over 30,000 pet businesses participated in cross-border sales during the "618" event, with over 1,000 businesses seeing their sales double year-on-year [1] - The demand for smart pet products and eco-friendly toys is driving innovation and growth in the pet industry, with leading companies expanding their overseas operations [1][3] - The consensus in the pet industry is that companies must expand internationally to tap into the more mature overseas markets [2] Company Performance - Zhongchong Co., a leading player in the pet economy, has seen its stock price increase by nearly 66% this year, with revenue growing from 648 million yuan to 4.465 billion yuan from 2015 to 2024, representing a 589.04% increase [4] - In Q1 2025, Zhongchong Co. reported a revenue of 1.101 billion yuan, a 25.41% year-on-year increase, and a net profit of 91 million yuan, a 62.13% increase [4] - The company has established production facilities in multiple countries, including the U.S., Canada, and Thailand, to enhance its overseas capacity and mitigate risks [3]

Core Viewpoint - The article discusses the rise of "new consumption" in China, highlighting a shift from functional needs to emotional value among consumers, leading to the emergence of various new consumption sectors such as the pet economy and traditional crafts [1][4]. Group 1: New Consumption Trends - New consumption encompasses service consumption, spiritual consumption, and technology-related consumption, with a particular focus on spiritual consumption in the current context of material abundance [1][2]. - Companies like Pop Mart have successfully capitalized on the new consumption trend, achieving explosive growth despite a generally sluggish overall consumption environment [2][3]. Group 2: Brand Influence and Consumer Behavior - The willingness of consumers to pay a premium for products is driven by brand recognition rather than significant changes in distribution or supply chains, as seen with brands like Mixue Ice City [2][3]. - The emotional connection established through branding, such as the viral marketing of Mixue's IP "Snow King," differentiates it from competitors and enhances brand recognition [3]. Group 3: Pet Economy Insights - The pet economy is projected to reach a market size of 592.8 billion yuan in 2023, with expectations to exceed 1.15 trillion yuan by 2028, indicating strong growth potential [3][4]. - The pet economy is characterized by high consumer stickiness and emotional attachment, particularly among younger demographics, with 41.2% of pet owners being born in the 1990s [4][5]. Group 4: Market Dynamics and Valuation - Despite the promising outlook for the pet economy, the average price-to-earnings ratio for pet stocks exceeds 50, significantly higher than traditional consumer goods, which typically range from 10 to 25 [5]. - The concentration of leading companies in the pet market is expected to increase, driven by product innovation and brand development, although there are concerns about potential valuation corrections if market consolidation does not meet expectations [5][6]. Group 5: Long-term Sustainability - The pursuit of new consumption reflects a search for certainty in an uncertain society, but the sustainability of this trend will ultimately depend on returning to fundamental business values [6].

Core Insights - The pet economy in China has surpassed 500 billion yuan, maintaining over 20% growth for five consecutive years, driven by social changes, evolving consumer attitudes, and technological advancements [1][4]. Group 1: Observations on the Pet Economy - The pet product consumption is experiencing a refined upgrade, with functional cat food and high-end products growing over 50%, and smart pet products expanding at an annual rate of 35% [4][5]. - The pet service sector has developed a dual-layer consumption structure, with basic services like pet grooming seeing a 180% increase in search volume, and pet insurance adoption rates quadrupling over three years [5]. Group 2: Driving Factors Behind Pet Economy Growth - Social changes, such as aging and declining birth rates, have redefined family structures, with pets providing emotional support for lonely individuals [6]. - There is a shift in consumer perception, with younger generations viewing pets as family members, leading to increased spending on pet-related products and services [7]. - Technological innovations, including IoT and AI, are reshaping the pet industry, enhancing efficiency and standardization [8]. Group 3: Challenges and Concerns in the Industry - The pet market faces issues such as fraudulent practices in live pet trading and a lack of standards in pet food, leading to a 120% increase in consumer complaints in 2024 [10]. - Intense competition has emerged due to significant capital influx, resulting in a "price war" among brands, particularly in the pet supplies sector [11]. - Regulatory frameworks are lagging, with a lack of unified standards in emerging areas like pet insurance and veterinary services [12]. Group 4: Future Trends in the Pet Economy - The industry is expected to see a parallel growth in smart and health-focused products, with health-related spending projected to exceed 40% of total pet expenditures [13]. - Professionalization and standardization of services are anticipated, with leading companies enhancing service quality through brand and chain development [14]. - Cross-industry integration is likely to create new business models, such as pet-themed hotels and training courses, expanding the consumption landscape [15]. Group 5: Benefiting Companies - Guobao Pet is projected to generate 5.244 billion yuan in revenue in 2024, leading the domestic pet business sector, with a 34.82% year-on-year increase in Q1 2025 revenue [16]. - Zhongchong Co. is expected to achieve 4.464 billion yuan in revenue in 2024, ranking second, with a 25.41% year-on-year increase in Q1 2025 revenue [16]. - Tianyuan Pet is anticipated to reach 2.764 billion yuan in revenue in 2024, ranking third among domestic pet companies [16]. - Yuanfei Pet, a leading global pet leash manufacturer, has over 90% of its products exported, with a significant portion of high-margin products [17]. - Ruipu Bio is collaborating with veterinary hospitals to enhance its pet medical services, projecting 690 million yuan in revenue for 2024 [17]. - Yiyi Co. is focusing on disposable pet hygiene products, with a projected revenue of 1.798 billion yuan in 2024 [19].