According to many industry sources, the consumption of pets has evolved into a “second mother and child industry”. Brand factories have observed an increasing number of brands with cross-border distribution of pet supplies as new growth points.
Zhao, Vice-President of Cool Bean-Din Technology, stated to the brand factory that some countries in Europe and the United States had more than 95 per cent of pets, and that in fact many families already treated pets as family members.
On this basis, in addition to the original baby-car product, the Beacon series of pets was launched this year, with official cross-border pet tracks.
According to the trend in overseas pet consumption, released from treasure hunting, more than 30,000 pet traders took part in the voyage of Cat 618 this year, more than 1,000 of which doubled their cross-border transactions.
With fast-growing market demand, this track has attracted a large number of cross-border players, not a single example.
In April 2024, Beinmei launched the flag pet nutrition brand “POZA”; the Adidas trifle brand officially launched the pet clothing series on 20 May 2025; and the Amazon began operating the autonomous pet card Wag in 2018 to develop pet electricians with pet food as an entry point.
How can pet tracks attract head-to-head brand competitions across a wide range of fields?
01 Cross-border hotspots
Since the beginning of the previous year, Zhao had participated frequently in various pet exhibitions, and she had found that the market for pets was growing much faster than expected.
Both the number of enterprises participating in exhibitions and the types of products and even pets are growing rapidly. "This year I went to the show, and I found that raccoons, skunks, kangaroos can keep them, and I said, "How can this thing go around?"
As of the end of April 2025, 4,474,000 pet economy-related enterprises were in existence in the country, more than three times as many as in 2021, of which more than 77 per cent had been in existence for less than three years.
In terms of global market size, according to the latest report of the Nox Sampling Data Research Centre, the global pet market reached $300 billion in 2025 and is expected to reach $500 billion in 2030. The pet economy has become one of the most resilient tracks in global consumption, attracting an increasing number of cross-border players.
In the food industry, three brands, such as squirrels, beinme and good fortunes, have introduced pet foods and extended product boundaries. On 22 January 2025, three squirrels announced that they had invested in the creation of a fully-funded subsidiary to incubate the new brand of “Gold Daddy” and focus on pet food.
The garment industry also has brands such as Senma, Jordan and Adidas. On 18 May 2025, Adidas organized the First Love Day in Shanghai and launched a heavy trifle series of pet products, including pet T-shirts, collars, pet bags, etc. Last year, a brand development conference was held at the Biddy House, under the Samma's pet food brand, with a product line covering cat staples, cat snacks and cat supplies.
If time goes forward, the giant rice, beauty and OPPO in the household electricity industry also want a piece. Except for millet, it seems that it is now fading.
But this year, Hale's actions once again confirmed the potential of this track. On the fourth Shanghai pet fashion week, Hale presented to the public, for the first time, his pet-intelligence home-based ecological chain, with the theme “Intellectual living, love and love” upgraded from pet-product layout to pet-intellectual ecology.
02 Fight between old and new players and cross-borderers
As brands compete across borders, a battle around the sea has begun.
The intensity of competition is directly reflected in the rapid escalation of the focus. The early price battles are in the past, and the current successful formula becomes “explosive speed (supply chain) x technological barriers (innovation) x emotional premiums (brand stories)”.
The B2B base disk is being secured by traditional pet players based on deep-seated capacity and cost advantages, and is also accelerating the development of their own branded overseas landings and channels to move up the value chain.
Founded in 2003, a Zen dollar pet sells cats and pet pads to European and American markets at an early stage to provide alternative services to quality customers overseas. Subsequently, the development of its own pet brands began, and the scale of sales evolved.
The Director-General of the Zenitian pets, Xue Yuantao, has said that the Zenitian pets' globalization strategy is centred on “localized operations + multi-regional synergies”, building a global network covering core markets such as Europe and the United States, South-East Asia and Japan and Korea. Specific measures include the establishment of a research and development centre in North America to work with local pet experts to develop high-end foods adapted to local pet diets, and the launch of a series of environmentally friendly pets in Europe, which is consistent with the concept of sustainable development in the region.
Also listed as deep-tilled pet track companies, the products of the medium-scale pet shares have been exported to 85 countries globally and autonomous brands to 73 countries globally. In 2025, the Central and Eastern Peasant Mexican plant was built, with an investment of nearly $100 million, representing 10,000 square metres of land. In addition, plant expansion projects in the United States, Canada and Cambodia have progressed steadily, forming supply chain systems covering major global markets.
Original offshore brands, on the other hand, use the DTC model to sell and design-driven blasts directly to end-users through accurate social media.
The founder of Petribro, one of Zebao's former executives, and the core member of Zebao's former employee, received NO.1 market share of the “Pet Auto Feeder” when his own brand was launched worldwide in Amazon in 2020, introducing the first self-study product, Granary.
Furbulous transforms users into brand builders through a strategy of 90 per cent openness of progress, proactive disclosure of technical challenges and seeking user help.
Funny Fuzzy, a stand-alone national, has grown rapidly in less than a year since 2021, when it was officially operational on the European and United States markets, with a cumulative number of millions of fans crowding in “Global pets type Top 200”.
Of course, these original offshore brands, once they have become known, have to go back to the supply chain in order to prevent them from being cut off or imitated. More intense competition takes place at the technical level, with competition in the area of smart hardware, represented by pet pets, rising to patent research and development and ecological construction, which can be quickly phased out if behind.
As the Z generation became the main consumer of pet supplies, driving the market for smart pets grew at an annual rate of 19.5 per cent, the demand for high-end European and American markets was significant, and innovative products such as smart surveillance and automatic feeding became new opportunities to travel the sea.
The new pet billboard Birdfy, the entry track for small groups of birds, received nearly $100,000 as soon as the first product, the smart bird feeder, was online. Since then, Birdfy's products have been on line in Amazonia, pricing 10 times more than the same commodity, and are still able to sell millions of dollars a month, once on the Amazon bestseller list.
Although cross-border from mother-to-child supplies to pet supplies tracks, cyanide is based on nearly 20 years of deep cultivation in the field of infant beds, based on the upgrading of intelligent manufacturing, high automation, digitization and intellectualization of production processes through advanced automated equipment and information management systems, and a 30 per cent increase in production efficiency and product consistency.
According to Zhao, the original baby-car product technology can be replicated completely in the product line of the pet car, with little technical barriers. This is one of the reasons why, at this year ' s fair, its pet car products can be placed overseas once they are launched.
Cross-borderers migrate supply chain resources and business models from other industries to pet tracks, further exacerbating competition at the manufacturing end and preventing any player from relying on a single advantage.
The influx of cross-border people has exacerbated competition in markets, and they need to learn quickly about the unique attributes of the pet industry and the emotional needs of users.
Zhao stated that in the pets market, cool bean bean can create deep linkages between brands and users through a breakdown of the pet owner's needs, such as a “peet travel package” for the pet owner's travel needs, or a “pets intelligence feeder” for the staff member's feeding needs.
“The habits of consumption vary from country to country, but in general it is necessary to address the pain point, which can be felt by consumers if it is possible to dig deep into the pain point of different consumer groups.”
"Explosion" of the 03 Electrician platform
In the context of markets where the pet economy is developing at a high rate, electrical platforms are also rising. According to the latest data from Statista, the penetration rate of electricians in pets has exceeded 30 per cent and remains at an annual rate of over 10 per cent.
In 2022, Amazon launched its first pet commodity promotion festival and various pet commodity preferences within 24 hours. Since then, this activity has continued to expand, moving from a one-day to a two-day promotion, with annual increases in sales revenue.
In 2025, the Amazon further expanded the impact of pet promotion festivals through live outreach, the provision of free pet vaccination services in some regions and the donation of funds to support animal welfare organizations.
In addition to integrated electrical platforms such as the Amazon, some pet supplies are down. Direct power platforms have also emerged strongly over the years with specialized services and differentiated positioning. For example, Chewy, the largest pet electrician platform in the United States, through a mature online distribution network, had net online sales of $11.7 billion in 2024.
It is because of the potential of this track that Chewy introduced his own pet brands such as Frisco, American Journey and Tyree's. Chewy ' s latest financial report shows that, as at 4 May 2025, Chewy ' s net sales amounted to $3.12 billion (approximately 22.4 billion yuan), an increase of 8.3 per cent over the same period, with a net profit of $62.4 million.
For the first time this year, Chewy opened up Chinese vendors and offered three modes of cooperation: the Dropship model, the Chewy procurement model, and the Chewy import model.
Another pet retailer in the United States, Petco, is distinguished from a traditional retailer, and has positioned himself as “The Health + Wellness Co.”, emphasizing the concept of health and well-being. According to the financial data, in 2024, the Petro overseas battalion received $1.371 billion, an increase of 29.12 per cent over the same period.
Fressnapf, one of the leaders of the European pets market, is also an online and offline electrician model, with the Fressnapf platform developing rapidly, with 26 million visits to its website in March 2025, according to Similarweb data. In 2024, Fressnapf received approximately Euro4.7 billion.
Another pet power platform, Zooplus, also from Europe, has a self-built logistics system and efficient warehousing management, with a logistics network covering the whole of Europe, including seven large central logistics hubs and several medium logistics centres, with a total area of over 220,000 square metres. In the first half of 2024, Zooplus sales grew by 17 to 1 billion euros and profits by 13 per cent to 42.2 million euros.
Unlike the full product coverage of traditional pet electrician platforms, Furhaven, focusing on pet home areas, has, through precision positioning and differentiation strategies, taken the lead in subdivisions in the high end pets market in the United States, with the professional advantage of focusing on core items such as pet beds, pet couches, and its dog nest product is the BestSeller brand on Amazon.
There is also a platform, BarkBox, which provides personalized tailoring services for pets, where users pay a monthly purchase fee, and a monthly personalized dog equipment box, which includes dog food, toys, tooth grinding sticks or some maintenance booklets, and where product parcels are available and can be reordered at any time, depending on the type and size of the user ' s dog.
And the rise of these vertical electrical platforms is a microcosm of the booming global pet economy and provides more dollar, more accurate channel options for branding.
The entry of a large number of players also seems to indicate that any player can exploit his or her own opportunities in this “Second Mother and Child Industry” as long as he or she is able to resolve the real pain of the pet and the owner.