International pet industry traders engage in discussions with an exhibitor during the 13th China (Shenzhen) International Pet Supplies Exhibition and Global Pet Cross-border E-Commerce Fair at the Shenzhen Convention and Exhibition Center yesterday. This year’s event attracted over 1,000 exhibitors from both domestic and international markets.
The global pet industry is surging forward, with its market value projected to exceed an impressive 2 trillion yuan (US$276.2 billion) worldwide.
From cutting-edge pet tech to premium care products, the 13th China (Shenzhen) International Pet Supplies Exhibition and Global Pet Cross-border E-Commerce Fair (refrered to simply as the pet fair), highlighted the expanding opportunities and consumer demand fueling the industry's rise.
Held from yesterday to Sunday at the Shenzhen Convention and Exhibition Center in Futian District, the pet fair drew tens of thousands of visitors and furry companions.
Record-breaking fair
Visitors are enchanted by cats on display at the fair.
This year’s exhibition, which spans 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-over-year increase.
The event features eight specialized zones, covering 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 Kurdistan, Iraq, who visited the fair yesterday 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, creating new opportunities for suppliers.
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
A smart pet dryer cabin showcased at the fair draws attention.
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,” the supervisor 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 offline 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, customized air-dried pet food at the exhibition. Through its app, customers can input details such as their pet’s type, age, sex, weight, and even 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, as it aims 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.
Competition and opportunity in pet food
A pet hospital staff member conducts a free health check-up for a dog at the fair.
Pet food, a necessity with high consumption throughout a pet’s life cycle, 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, making it the largest category in the sector.
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 and specializing in high-quality pet snacks.
Chen Zhenbiao, chairman of Peidi Group, highlighted the competitive edge of Chinese brands: “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 cuisine — 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: “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
A young girl guides a dog through a pet competition at the fair.
The pet industry in China is experiencing remarkable growth. 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 4. It further projects that by 2030, the former will nearly double the latter in number.
Data from iiMedia Research shows that China's pet industry market size is expected to reach 811.4 billion yuan by 2025.
Shenzhen is also at the forefront of this expansion. As of December 2024, Shenzhen was home to over 96,000 pet-related enterprises with a combined revenue of 10 billion yuan, according to information released at a themed event held by the city’s market regulator in last December.
With the booming development of the pet economy, the pet medical care industry has also seen unprecedented development opportunities. By the end of November 2024, Shenzhen had 508 pet medical institutions, a 3.3% year-on-year increase compared to 2023, with over 1,700 licensed veterinarians registered.
The Shenzhen Pet Industry Association (SZPIA) was established in Futian District on Nov. 19, 2024 to further support the industry’s development.