Wang Jingli

wangjingli0715@163.com

THE global pet industry is experiencing an unprecedented surge, and nowhere is this momentum more evident than at the 13th China (Shenzhen) International Pet Supplies Exhibition and Global Pet Cross-border E-Commerce Fair.

Held from March 13 to 16 at the Shenzhen Convention and Exhibition Center, this record-breaking event showcased cutting-edge pet technology, premium care products, and innovative solutions, reflecting the booming demand and expanding opportunities within the pet industry.

From AI-powered pet gadgets to personalized nutrition plans, the exhibition highlighted how technology and consumer trends are reshaping the way we care for our furry, feathered, and scaled companions.

Record-breaking fair

This year's exhibition, which spanned 80,000 square meters, attracted over 1,000 exhibitors from both domestic and international markets.

According to the organizer, the number of registered buyers also saw significant growth, with attendees from over 30 countries and regions — including the U.S., Japan, Singapore, Thailand, Malaysia, Indonesia, Vietnam, and India — marking a nearly 20% year-on-year increase.

The event featured eight specialized zones that covered the entire pet industry supply chain, including pet food, pet supplies, health and wellness items, grooming, and medical care.

Among the attendees was Aya Sarkawt, from Iraq, who visited the fair with three friends to explore pet toys and related products. For Sarkawt, this was not only her first time attending the exhibition but also her first visit to Shenzhen and China.

“We’re in the pet industry and were recommended by friends to attend this fair. We aim to import pet toys and other products from China to our country,” said Sarkawt, adding that pet ownership is rising in her country, which gives suppliers new opportunities.

Having attended the fair three years ago, Ge Difan, founder of Canzhan Youdao (Shenzhen) International Marketing Planning Co. Ltd., highlighted the event’s remarkable growth. Ge’s business focuses on international exhibition marketing, particularly in the pet and animal medical industries.

“This year’s exhibition has expanded significantly, with more comprehensive product categories and the inclusion of pet healthcare companies. I saw more renowned brands participating, and livestreaming has become a major trend, further amplifying the event’s reach,” said Ge.

Smart pet care

solutions

Artificial intelligence (AI) has impacted nearly every aspect of our lives, and the pet industry is no exception. At the fair, innovators showcased how technology is transforming pet care — from health-monitoring feeders to personalized nutrition plans.

Shenzhen Xuliyun Electronic Technology Co. unveiled its upgraded AI-powered automatic pet feeding machine, featuring advanced functionalities such as customized feeding schedules, laser pointer entertainment, and AI-assisted video generation. The device also supports pet breed recognition, emotion detection, and health monitoring through excrement analysis via a mobile app.

Originally a manufacturer of surveillance cameras, the company's market supervisor emphasized that their unique competitive edge stems from their expertise in camera technology. “Many of our AI functionalities rely on our cameras to gather data. Moving forward, we will continue to leverage our camera-related technologies to build a comprehensive product ecosystem,” a supervisor of the company explained.

The company expressed strong confidence in the performance of its products, not only in the domestic market but also overseas. As part of its global expansion strategy, the company is set to open its first overseas store in Moscow, Russia.

Wei Yajun, deputy manager of Shenzhen Xuliyun Electronic Technology Co., highlighted Shenzhen's unique advantages in integrating AI into the pet industry, citing the city's tech-driven ecosystem and robust supply chain as key enablers.

A smart bird feeder shaped like an egg garnered significant attention at the exhibition. Developed by Shenzhen-based brand Sheggell, the innovative feeder utilizes smart sensors and realistic predator sounds to deter squirrels without causing harm. It also features an integrated drying system that automatically monitors humidity levels to prevent contamination.

Chen Yuexin, sales manager of Sheggell, explained that the smart feeder was primarily designed for overseas markets and has already raised over US$200,000 through international crowdfunding. “Going global is our primary focus. In the future, we are considering entering the Indonesian market, as we’ve learned that bird-raising culture is highly popular there,” Chen added.

YourPaw, another Shenzhen-based pet brand, showcased its personalized, air-dried pet food at the exhibition. Through its application, customers can input details such as their pet’s type, age, sex, weight, and allergies to receive tailored food recommendations. They can then place orders directly and have the products delivered to their doorstep. This marked the company’s debut at the fair, and it aimed to reach a broader customer base.

While the personalized nature of the service results in higher prices compared to mass-produced alternatives, the company’s staff expressed confidence in the growing demand for such customized pet nutrition solutions in the market.

Opportunity in pet food

Pet food, a necessity throughout a pet’s life, dominates China’s pet industry. According to the 2025 White Paper on China’s Pet Industry, pet food accounted for 52.8% of the market share in 2024.

A significant portion of exhibitors at the fair were pet food brands, both domestic and international. Among them was Peidi Group, a listed Chinese pet food manufacturer founded in 1992 that specializes in high-quality pet snacks.

Chen Zhenbiao, chairman of Peidi Group, highlighting the competitive edge of Chinese brands said, “While foreign pet food companies have a long history and strong presence, domestic players excel in the snack segment. Our automated production lines and access to affordable raw materials like chicken breast — which is less favored in Chinese people’s diets — give us a cost advantage.”

Despite the price gap between imported and domestic pet food, many Chinese pet owners are willing to pay a premium for products their pets prefer.

At the booth of Purpose, a U.S. brand established in 2014, a dog owner purchased food for her Bichon Frise and Border Collie. “I discovered the brand on the RedNote platform and decided to try it. My dogs loved it, so it’s now a regular on my shopping list,” she shared.

A representative from Purpose’s China distributor acknowledged the challenges of competing in a crowded market, saying, “Domestic brands are highly competitive, and rising tariffs on imported pet food add pressure. However, there’s still a niche for premium products like ours. We’re committed to reaching our target consumers and expanding our presence in China.”

Booming industry

The pet industry in China is experiencing remarkable growth. Globally, the pet industry is surging forward, with market value projected to exceed 2 trillion yuan (US$0.28 trillion) worldwide. A Goldman Sachs report said that for the first time in 2024, the number of pets in China had surpassed the number of children under the age of four. It further projects that by 2030, the former will nearly double the latter in number.

Data from iiMedia Research shows that China's pet market is expected to reach 811.4 billion yuan by 2025.

Shenzhen is also at the forefront of this expansion. As of December of last year, Shenzhen was home to over 96,000 pet-related enterprises with 10 billion yuan of revenue, according to information released at a themed activity held by the city’s market regulator last December.

With the booming development of the pet economy, the pet medical care industry has also ushered in unprecedented development opportunities. By the end of November 2024, Shenzhen had 508 pet medical institutions, a year-on-year increase of 3.3%, with over 1,700 licensed veterinarians.

The Shenzhen Pet Industry Association was established in Futian District on Nov. 19, 2024 to further support the industry’s development.