The pet sector on major e-commerce platforms recorded RMB 9.4 billion in sales during the 2025 Double 11 shopping festival, marking a 59% increase compared to 2024, according to Syntun data. Online platforms actively expanded their presence, with Tmall dominating 64% of pet product sales during the first phase of the event, as per data from Jiuqian. Daily sales during this phase surged 280% compared to September averages. Notably, Tmall’s pet Engel coefficient (pet food expenditure/total pet spending) declined by 2.93 percentage points over three years, reflecting diversified consumption trends. Premium pet food categories, such as baked and air-dried products, continued to gain market share, signaling clear consumption upgrades.
Key insights from Haitong International include: 1. **Robust Growth in Pet Consumption**: JD Super reported a 25% YoY increase in new users during Double 11 (October 9–November 11). On Smzdm, pet apparel GMV rose 42% YoY, while grooming products grew 32.93%. Douyin’s livestreaming campaigns drove over 200% sales growth for pet categories. 2. **Platform Dynamics**: Tmall, upgraded to a top-tier pet category in 2021, maintained its lead with annual GMV exceeding RMB 50 billion and over 100 million buyers. JD and Douyin accounted for 21% and 14% of sales, respectively. 3. **Domestic Brands Gain Traction**: The top five pet brands on Tmall and Douyin were all domestic players, including Gambol Pet Group’s Myfoodie and Freeze-dried series. On JD, Royal Canin and Myfoodie ranked first and second in dry pet food, while Yantai China Pet Foods’ Wanpy topped JD’s high-growth list for cat/dog food. 4. **Premiumization and Diversification**: Pet ownership is increasingly viewed as an emotional investment, fueling demand for higher-quality and niche products. Tmall offers nearly 50,000 pet health products spanning 16 functions, from coat care to anxiety relief.
**Investment Recommendations**: Haitong International highlights the sector’s growth potential, driven by domestic brands’ innovation and rising competitiveness. Key stocks to watch include Yantai China Pet Foods (002891.SZ), Gambol Pet Group (301498.SZ), and Petpal Pet Nutrition Technology (300673.SZ).
**Risks**: Volatile raw material costs, intensifying competition, and pet food safety incidents.