Shandong firms back innovation in pet economy

JINAN — With China's pet market value surging toward a projected 1.15 trillion yuan ($162.5 billion) by 2028, businesses in East China's Shandong province are gearing up to seize growth opportunities through holistic innovation.

From high-tech pet food to fashion-forward accessories, local Shandong enterprises are leveraging "supply-demand adaptation" and "pet-friendly" strategies to capture both the hearts and wallets of pet owners. This provincial transformation reflects a broader shift in China where pets are increasingly treated as family members, fueling demand for quality and experiential products.

At Taichong Pet Food Co Ltd, based in the city of Tai'an, a new product line that churns out steamed fresh food boasting a 98 percent nutrient retention rate exemplifies how innovation can meet health-conscious demand.

"Our sales surpassed 100 (metric) tons within the first month of launch," said Li Qing, executive director and general manager of the company.

The journey leading to such success began a while ago when the company underwent a challenging R&D transformation to develop baked kibble, aimed at meeting demand for low-oil, high-fresh-meat formulas. This process involved testing hundreds of tons of trial products.

Currently, the company has evolved to a point where it is able to offer a complete matrix of product lines, including extruded, baked, crispy-textured and fresh-steamed options.

Now, Taichong Pet Food, which holds over 60 patents, is moving even faster to precisely respond to market demand via continuous innovation.

China's pet economy is gaining unprecedented momentum, fueled by a national policy push to enhance supply-demand alignment in consumer goods.

On Nov 26, six central departments, including the Ministry of Industry and Information Technology, jointly issued a plan that prioritizes consumption upgrading in a quest to further unleash domestic demand potential.

Shandong is moving swiftly in response to a trend in pet ownership, which is seeing evolution beyond mere functionality into emotional fulfillment.

At Shandong Kaigao International Trade Co Ltd, designer Zhao Shuimiao fine-tuned a cat climbing frame after first observing hundreds of cats.

"This height is their favorite climbing point. The soft bed atop provides ultimate security," she said. The product, blending ethology and aesthetics, became an instant hit, reflecting a portfolio of over 30 series and more than 2,000 products tailored to spaces ranging from studios to multi-pet homes.

In Caoxian county in Shandong, brand TAORAE founder Cheng Zhanying merges traditional hanfu embroidery with pet fashion. "We create culturally rich apparel, letting fur kids express unique personalities," he remarked, while showcasing garments that transform pets into emblems of identity.

"Dressing her up beautifully brings the same joy as dressing my own child," said pet owner Wang Cuina when referring to her pet. Notably, this sentiment extends to urban infrastructure, with shopping malls in Jinan, the provincial capital, now offering pet strollers and pet-friendly elevators, while restaurants have designed pet-friendly zones to foster community culture.

Xinhua - China Daily