On July 10, the 2025 Global Pet Supply Chain Conference & DeepPet Select Pet Supply Chain Expo grandly opened at the Shenzhen Convention and Exhibition Center (Futian). Centered on the theme “Smart Manufacturing · New Era”, the event brought together global elites from the pet industry, cross-industry leaders, and representatives from academia and research, focusing on industry transformation, ecological synergy, and global market expansion. Together, they outlined a new vision for the high-quality development of the global pet industry.
As the co-title sponsor of this prestigious event, Tianyuan Pet (Petstar) participated with its self-owned brand TianyuanPet, attracting great attention. Meanwhile, Mr. Xue Yuanchao, Chairman of Tianyuan Pet, was invited as a distinguished guest to join the “Global Strategy & Going Abroad of Chinese Pet Brands” roundtable forum, engaging in deep discussions with other top minds in the industry. Shenzhen, a global hub of innovation, once again amplified the voice of China’s pet industry on the global stage.
Embracing Change, Ushering in a New Era of Smart Manufacturing
Opening Remarks: A New Journey Begins
Hong Jun, Deputy Director of the Shenzhen Market Supervision and Administration Bureau, delivered the opening address. He emphasized Shenzhen’s strategic role as a hub of industrial innovation and shared policy insights for building an innovation-friendly ecosystem, highlighting how regulatory innovation safeguards high-quality development.
Wang Pei, President of Shenzhen Pet Industry Association, spoke about the critical role of industry associations in standard-setting, resource integration, and internationalization amid the global supply chain restructuring, setting the stage for Shenzhen’s vision of becoming a global innovation center for the pet industry.
Global Branding & Market Insights
Liu Xiaobin, Vice President & CMO of MINISO Group, shared the strategic path for building a global “super brand.” He outlined the importance of product power, cultural branding, and localized operations, emphasizing principles like starting with easier markets, focused investment, and a global-local strategy.
Wang Siyang, Chief Analyst of Agriculture & Animal Husbandry at CICC Research, offered macro-level insights into the structural growth of the global pet economy. He pointed out three key trends: resilient market growth, industry consolidation, and consumer demand upgrading
Exploring New Opportunities & Partnership Models for Going Global
Pan Qi, Regional Director of Amazon Global Selling (South China), analyzed regional characteristics and key demands in global pet markets. She emphasized data-driven product selection and refined operations as critical success factors for Chinese pet brands expanding abroad.
He Tian, Brand Director at Yuanfei Co., introduced an innovative “Overseas Partner” model, focusing on long-term collaboration with local distributors through resource complementarity, risk-sharing, and mutual benefit, providing a replicable path for localized market penetration.
Roundtable: New Global Strategies for Chinese Pet Brands
At the roundtable themed “Global Strategy & Going Abroad of Chinese Pet Brands,” Mr. Xue Yuanchao (Chairman, Petstar), Yu Shuai (Founder, Guiwei), Liu Li (Marketing Director, Yutong Eco & Head of Pet Division), and Yuan Yuan (CEO, Yuanzhihui & Global Pet Industry Strategist), moderated by Hao Bo (Founder, New Pet Industry Think Tank), explored how Chinese pet brands can build differentiation through supply chain integration, brand cultural identity, and compliance readiness, driving a strategic shift from “going global” to “scaling globally.”
Domestic Consumption Trends & Design Innovation
Liu Chao, Head of Pet Daily Products at JD.com, shared key insights into the consumption habits and preferences of China’s post-80s/90s pet owners. He highlighted their strong demand for smart, healthy, personalized, and emotionally resonant products, providing essential guidance for targeted product development and market positioning.
Li Yichao, President of LKK Innovation Design Group, shared how to leverage design-driven innovation by integrating category innovation, brand-product-experience alignment, and user insights, helping brands break through in saturated markets.
Technology Empowerment & Industry Application
Chen Li, Founder of Qisuanfa, explored the revolutionary application of AI in pet products, including personalized health tracking, smart interaction, behavior prediction, and customized nutrition solutions, showing how technology is reshaping the industry.
Guo Weike, Founder of Petkit, discussed how their brand navigates globalization with a long-term strategic vision, overcoming challenges in culture, localization, and R&D, and achieving brand growth through continuous investment.
Chen Shupeng, Co-founder of Pawswave, shared how IP licensing helps expand product lines, drive cross-sector marketing, and enhance customer experience, unlocking new growth curves and brand value.
IP Value & Market Outlook
Song Bei, Founder of “Royal Cat Family” IP, discussed how they integrate traditional Chinese cultural elements into modern product design, boosting product attractiveness and cultural identity on the global stage.
Zhou Yongming, Partner at KPMG China and Head of Retail & Consumer Goods (South China), unveiled the 2025 China Pet Industry Market Report, detailing the trends driving the “pet economy,” including consumption upgrading, supply chain restructuring, and domestic substitution, key drivers of future growth.
Channel Evolution & Future Growth
At the roundtable titled “Are Online Channels the Future of Pet Supplies? Where Are the Next Growth Points?,” industry leaders including Hu Hua (Chairman, Huayuan Pet), Cheng Gang (Chairman, U-Play), Ren Xiaoting (Founder, KANO Pet), Yin Hao (Founder & Chairman, Dogdao), and experts from Tmall Pet were hosted by Liu Xiaoxia (Founder, Pet Industry White Paper & PaiDu Data Platform). They explored omnichannel strategies, emerging distribution paths, and engines for sustainable growth, painting a full picture of future business opportunities.
Ecosystem Synergy Showcasing Innovation
The Full Pet Supply Chain Assembled
Led by co-title sponsors Petstar, UCLOUDLINK, and DoDo Pet, the expo gathered over 100 leading brands and supply chain enterprises, covering a full range of categories including feeders, water dispensers, litter boxes, leashes, beds, bags, shampoos, and more, offering a comprehensive view of the vibrant ecosystem.
One-Stop Launch Platform for New Products & Tech
As the key launchpad for cutting-edge innovations, the expo presented smart technologies, sustainable materials, wellness solutions, and groundbreaking designs across the pet supply chain. The diverse range of new products drew intense interest from professional attendees for on-site demonstrations and deep dialogue.
Efficient & Targeted Business Matchmaking
The “New Product Launch Zone” and “Brand Roadshow Stage” became key hubs for high-efficiency interaction between suppliers and buyers. Pet distributors, hospitals, specialty stores, and large international procurement teams from Europe, Southeast Asia, and the Middle East engaged in direct negotiations covering agency partnerships, technical collaborations, and custom development, with many cooperation deals reached on-site.
Global Connections Yield Remarkable Results
The event successfully created a fast track from smart manufacturing to global distribution. Buyers from around the world expressed satisfaction, discovering high-potential products tailored to their markets while building direct relationships with top suppliers. The expo has significantly accelerated the formation of a globalized cooperation network.
Conclusion
The successful hosting of the 2025 Global Pet Supply Chain Conference & DeepPet Select Pet Supply Chain Expo has created a premier platform for idea exchange, innovation showcasing, and business collaboration in the global pet industry. With forward-looking themes, rich content, and proven matchmaking outcomes, the event is driving the global pet industry toward a smarter, more diverse, and ecosystem-based “New Era.”
