Every day, Wang Jingqi, a 28-year-old co-founder of two pet stores in Beijing, brings one of her beloved dogs to her recently opened Marsmart pet store located in THE BOX Youth Energy Center in Beijing’s Chaoyang district. Her journey with dogs began in 2015 when she traveled to the United States for her studies, accompanied by her first canine companion. Wang fondly recalls, “The dog became an integral part of my family, a source of immense solace in a foreign land.”
Her international experience provided Wang with a unique perspective on the future of China’s pet industry. Recognizing its immense potential, she made a career shift in 2020, transitioning from education and technology to the pet retail sector.
Teaming up with three partners who had previously worked in nightclubs and music festivals, Wang seized the opportunity to contribute to this burgeoning industry. Today, she serves as the Chief Product Officer at Marsmart, a pet store chain known for its distinctive Martian aesthetic. She explains that the choice of Martian visuals aligns with Generation Z’s retail preferences, characterized by the fusion of art, technology, and individualized experiences.
Generation Z, born between 1995 and 2009, is heavily influenced by the internet and social media. According to the China Pet Industry Annual Report 2022 by the Asia Pet Alliance Institute, the number of pets and pet owners in China continues to grow, with individuals aged 19 to 30 being the primary demographic for pet ownership.
With more Gen Z members embracing pet ownership, the trend of “considering pets as family members” is on the rise. In Marsmart stores, it’s common to see young people accompanied by their furry friends. The well-designed store layout caters to pets by placing display shelves at their eye level, ensuring a delightful shopping experience for all.
In addition to traditional pets like dogs and cats, Gen Z has embraced unconventional pets, including lizards, ducks, parrots, and hamsters. Wang enthusiastically notes that these unique pets are also welcomed at Marsmart, where they can pick out their toys.
As digital natives, Gen Z individuals are highly connected through social media. Marsmart’s social platforms are flooded with inquiries about pet products, information, and user-generated pet memes.
Despite the convenience of mobile phones, Wang emphasizes that Gen Z desires face-to-face interactions. While 30 percent of their business is conducted online, Marsmart actively organizes in-person social activities for pets and their owners. “Like-minded individuals can share stories and their love for animals together,” Wang explains. “The pets are also excited to meet each other at our offline pet parties.”
Wang notes that the landscape of pet ownership in China has shifted due to an increasing number of young people living alone, resulting in pets becoming cherished family members.
The two Marsmart stores achieve a monthly turnover of an impressive 1.8 million yuan ($250,000), largely driven by Gen Z’s desire for emotional support and work-life balance.
According to iiMedia Research, the pet economy in China is projected to reach 592.8 billion yuan this year, following a compound growth rate of 20.2 percent from 2015 to 2020.
Wang has observed a significant shift in young pet owners’ preferences. They no longer prioritize prestigious or imported brands blindly. Instead, they opt for high-quality domestic products. Wang attributes this shift to the growing affection for Chinese culture and homemade products among young people.
Aligned with this trend, Wang and her team have designed various products with distinct Chinese characteristics. For instance, pet spoons are crafted in auspicious cloud shapes, inspired by traditional Chinese mythology.
Wang emphasizes that Gen Z is highly conscious of environmental and ethical issues, showing a preference for green pet food and high-tech products that promote sustainability. “Our best-sellers include eco-friendly toys, biodegradable waste products, and recyclable packages for catteries.”
With a deep understanding of Gen Z’s consumption values, Wang and her team are at the forefront of shaping the future of pet retail in China. She concludes, “There are so many driving forces behind Gen Z’s approach to pet ownership, such as their strong emphasis on sociability and individuality.” As she speaks, her dog pops up, seeking a hug. Wang smiles and adds, “And, of course, companionship and a sense of family.”
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