From makeovers to strollers: China’s pet market potential

A dog in a pram with a bow in its hair and a bib around its neck is a common sight on the streets of China’s biggest cities. Even pet beds and bowls have become chic homewares. Appetite for dressing up cats and dogs is increasingly visible on social media platforms. On Xiaohongshu (also known as RedNote), #petfashion has generated 286.2 million impressions, while #dogoutfits has reached 234.4 million. The numbers get even bigger when grooming enters the picture: #dogmakeover has amassed 1.5 billion impressions. One brand working the trend is L.P.Pawsona, a New York-based company that has recognized interest from China — now active on Xiaohongshu, the brand is gaining traction with ultra-elegant looks for pets, from cape dresses to knit sweaters. Head designer Qi Pan said that the growth is closely tied to changing ideas about family and identity. “We have seen especially strong interest in pet fashion among consumers in major cities such as Shanghai and Shenzhen,” she said. “Many younger people are delaying marriage and parenthood, and pets are increasingly seen as important members of the family rather than simply companion animals.” That has opened the door to a wider market for products that sit somewhere between utility and self-expression. Pan said consumers are increasingly willing to spend on their pets’ lifestyle, including clothing and accessories that mirror their own aesthetic — after all, it’s a global trope that pets look like their owners, and this is simply an extension of that. Dressing the dog Western pet dressing clusters around Halloween and Christmas, and around costume. In China it runs year-round. On Xiaohongshu, owners assemble full outfits, matching collars, jewelry, and accessories to the garment. For brands, that turns a single purchase into a wardrobe — repeat sales across a season, rather than the one-off economics of a toy or a bed. But fashion still has to work for the animal. “Because of the nature of dogs’ fur, certain synthetic fabrics can sometimes create static, or feel less comfortable against the coat,” Pan told Jing Daily. L.P.Pawsona therefore focuses on softer materials, particularly cotton and cotton-rich fabrics. Accessories are becoming part of the equation, too. “We have also seen strong interest in jewelry and accessories designed to coordinate with the clothing,” Pan said, adding that customers increasingly want a complete look rather than isolated items. Bibs are another example. The hashtag #cutebibsforyourkittiesandpups has generated 38.7 million impressions. Homeware, but for pets The same aesthetic is moving indoors. Fancy beds, feeding stations and toys increasingly have to coexist with the owner’s interior, elevating the space rather than creating the clutter often associated with pets. That makes pet goods part of the broader homeware market: objects that need to function for an animal while still looking good in an apartment. China’s domestic pet companies are well placed to capture this spending. Wanpy, produced by Yantai China Pet Foods, Gambol and its MyFoodie brand, smart-pet specialist Petkit, and nutrition company Petpal are among the major local names. Western brands such as Royal Canin remain strong in overall sales, but Chinese companies dominate manufacturing and are building their own consumer labels. The rise of the pet pram Then there are the prams. In dense urban centers, pet strollers are commonplace. The hashtag “petstroller” has generated 57.7 million impressions. From clothing and accessories to designer beds and prams, China’s pet market has moved well beyond the basics. What might once have been seen as indulgent is increasingly part of how younger consumers care for, present, and live with their animals. As pets take on a more central role in urban households and the social media feed, the opportunity for brands is no longer just to make products for pets, but to make products that are an active part of identity curation for consumers and collectors.

From makeovers to strollers: China’s pet market potential

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From makeovers to strollers: China’s pet market potential

How Bottega Veneta weaved China’s forever it bag