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Pet Products Marketing on Xiaohongshu | AllXHS

Pet Products Marketing on Xiaohongshu

Where 88% of pet parents discover pet products—tap into China's ¥280B pet economy with adorable, trusted content

88% Discover Pet Products on XHS
¥280B Pet Market Size
85% Trust XHS Pet Reviews
11.2x Average ROI

Pet Market Landscape on XHS

The most engaged pet parent community in China—75M+ active pet owners discovering and buying products daily

75M+
Total Pet Parent Users
1.8B+
Monthly Pet Searches
450M+
Pet Posts & Reviews
92M+
Daily Pet Engagement
¥180
Average Pet Product AOV
20-32%
Pet Product Conversion

Top Pet Categories on XHS

Pet Food & Treats
38%
Pet Supplies & Accessories
28%
Pet Healthcare & Grooming
18%
Pet Apparel & Fashion
10%
Pet Services & Experiences
6%

Pet Parent Profiles

Four distinct personas driving China's ¥280B pet economy—understand who's buying and why

🐕

The Devoted Dog Mom/Dad

40% of Pet Users

Profile

Age 25-38 • Income ¥8K-25K/month • Tier 1-2 cities • 1-2 dogs (small to medium breeds)

Shopping Behavior

  • Quality-focused (willing to pay for premium)
  • Treats pets as family members
  • Researches extensively (reads 8+ reviews)
  • Influenced by cute content and emotional storytelling
  • High purchase frequency (weekly for treats, monthly for food)

Top Concerns

Pet health, ingredient quality, safety certifications, sustainability

🐈

The Cat Enthusiast

32% of Pet Users

Profile

Age 22-35 • Income ¥6K-20K/month • All tiers • 1-3 cats

Shopping Behavior

  • Value-conscious but quality-aware
  • Cats have specific preferences (picky eaters)
  • Trial-and-error approach (cats reject products)
  • Entertained by cat content
  • Moderate frequency (monthly essentials)

Top Concerns

Cat approval, litter quality, scratching solutions, health monitoring

👑

The Premium Pet Parent

18% of Pet Users

Profile

Age 28-45 • Income ¥15K-50K+/month • Tier 1 cities • Designer breeds, multiple pets

Shopping Behavior

  • Premium-only (best available)
  • Imported brand preference
  • High AOV (¥500-2,000 per purchase)
  • Luxury pet lifestyle (spa, hotels, fashion)
  • Willing to pay for convenience and quality

Top Concerns

Premium quality, brand reputation, exclusivity, pet wellness

🐾

The First-Time Pet Owner

10% of Pet Users

Profile

Age 20-30 • Income ¥5K-15K/month • All tiers • Recently adopted (puppy/kitten)

Shopping Behavior

  • Learning and researching (overwhelmed by choices)
  • Seeks guidance and recommendations
  • Budget-conscious (starter essentials)
  • Influenced by educational content
  • Builds shopping list gradually

Top Concerns

What to buy first, affordable quality, pet safety, training success

Content Strategy for Pet Products

Five content pillars that drive engagement, trust, and purchases from 75M pet parents

Adorable Pet Content & Daily Life

35%

Cute pet moments, funny videos, day-in-the-life vlogs, and heartwarming stories that build emotional connection

Performance: 30-45% engagement • Highest shares (viral potential) • Best formats: Short videos, photo carousels, before/after transformations
Example Titles:

"My Dog's Morning Routine (So Cute!)" • "When Your Cat Sees the New Toy" • "Golden Retriever Tries Ice Cream for First Time"

Product Reviews & Comparisons

28%

Honest product testing with pets, side-by-side brand comparisons, pet reactions to new products, and long-term usage reviews

Performance: 25-35% engagement • Highest trust (82% trust reviews) • Best formats: Video unboxing with pet reaction, comparison charts, trial videos
Example Titles:

"Testing 10 Dog Treats: Which One Did He Love?" • "Cat Litter Comparison: Odor Control Test" • "Best Dog Food for Sensitive Stomachs (Tested)"

Pet Care & Training Tips

20%

Training methods, health and nutrition advice, grooming tutorials, and safety and wellness guides

Performance: 22-32% engagement • Very high saves (50-60%) • Best formats: Educational videos, step-by-step guides, expert Q&As
Example Titles:

"How to Teach Your Dog to Sit (Easy Method)" • "5 Signs Your Cat is Sick" • "DIY Dog Grooming at Home"

Pet Hauls & Shopping Guides

12%

Pet supply hauls, seasonal essentials guides, budget vs premium comparisons, and pet parent must-haves

Performance: 18-28% engagement • Drives purchases • Best formats: Haul videos, shopping lists, price breakdowns
Example Titles:

"¥500 Pet Supply Haul (Worth It?)" • "New Puppy Essentials: Complete Checklist" • "Pet Products I Regret Buying"

Pet Wellness & Lifestyle

5%

Vet advice and health tips, pet-friendly travel guides, pet cafe and hotel reviews, and pet birthday celebrations

Performance: 15-25% engagement • Niche but valuable • Best formats: Educational content, experience reviews, vlogs
Example Titles:

"Vet's Guide to Dog Dental Health" • "Pet-Friendly Hotels in Shanghai (Tested)" • "My Dog's Birthday Party Ideas"

Trust-Building Strategies

What separates low-trust content from high-trust content that converts at 3-4x higher rates

❌

Low-Trust Pet Content

Pet Reaction & Authenticity

Stock photos, no real pet shown, generic claims

Transparency & Honesty

Only positive reactions, hides failures, pushy sales

Safety & Ingredients

No ingredient list, vague "natural" claims, missing certifications

Long-Term Proof

One-time trial, no follow-up, immediate verdict

30-40% Trust • Low Conversion
✅

High-Trust Pet Content

Pet Reaction & Authenticity

Real pet reactions on video, genuine moments, authentic pet behavior

Transparency & Honesty

Shows if pet didn't like it, honest pros and cons, educational tone

Safety & Ingredients

Full ingredient breakdown, safety certifications shown, allergen warnings

Long-Term Proof

Week 1, Month 1, Month 3 updates, shows long-term effects

82-90% Trust • 3-4x Higher Conversion

Influencer Collaboration for Pet Products

Four KOL tiers with proven ROI—from viral mega-influencers to high-trust micro pet parents

Mega Pet Influencers

500K-5M Followers

Reach 500K-5M per post
Engagement 8-12%
Cost ¥25K-250K per post
Best For Brand awareness, launches
Average ROI
5-8x

Mid-Tier Pet Influencers

50K-500K Followers

Reach 50K-500K per post
Engagement 15-22%
Cost ¥8K-25K per post
Best For Product reviews, ongoing partnerships
Average ROI
8-14x

Micro Pet Influencers

5K-50K Followers

Reach 5K-50K per post
Engagement 25-40%
Cost ¥1K-8K per post
Best For Niche breeds, authentic reviews
Average ROI (Highest Trust)
12-18x

Nano Pet Influencers

500-5K Followers

Reach 500-5K per post
Engagement 40-60%
Cost Product gifting (¥100-500)
Best For UGC generation, grassroots word-of-mouth
Average ROI
15-25x

Budget Allocation Strategy

How to distribute ¥400K budget across KOL tiers for maximum ROI

Mega Pet Influencers (20%) ¥80,000
20%
Mid-Tier Pet Influencers (40%) — Sweet Spot ¥160,000
40%
Micro Pet Influencers (25%) ¥100,000
25%
Nano Pet Influencers (15%) — Product Seeding ¥60,000
15%

Pet Seasonal Calendar

12-month roadmap with shopping peaks—plan campaigns around key pet moments

January-February

Winter & Chinese New Year

Winter care, CNY pet fashion, indoor entertainment, winter coats, heating beds, indoor toys, red festive outfits

10% of annual

March-April

Spring Awakening & Adoption Season

Spring allergies, outdoor activities, new pet adoptions, anti-allergen products, outdoor gear, starter kits

12% of annual

May-June

Summer Prep & 6.18 Festival

Summer heat protection, travel prep, shopping festival, cooling mats, summer grooming, travel carriers

15% of annual (PEAK)

July-August

Summer & Vacation

Heat protection, vacation care, pet sitting, cooling products, waterproof gear, auto feeders for travel

12% of annual

September-October

Fall Transition & Grooming

Shedding season, autumn grooming, outdoor activities, deshedding tools, grooming products, autumn fashion

10% of annual

November 11 (11.11)

Singles' Day Pet Shopping

Year's biggest shopping event, bulk food purchases, annual supplies, big-ticket items, stock-up strategies

25% of annual (MASSIVE)

December

Winter & Holiday Celebrations

Winter protection, Christmas/New Year celebrations, winter gear, holiday costumes, gift sets

16% of annual

Safety & Compliance

Critical requirements for pet product marketing—violate these and face severe penalties

✓ Required Certifications

  • Pet food safety license (for food products)
  • Ingredient lists (full transparency)
  • Age/breed suitability clearly stated
  • Allergen warnings (common ingredients)
  • Choking hazard warnings (small parts)
  • Veterinary endorsements (if claimed)
  • Origin and manufacturing standards

✗ Prohibited Claims (STRICT)

  • Medical claims without vet backing ("cures disease")
  • 100% natural/organic without certification
  • Guaranteed health benefits (weight loss, etc.)
  • Human food comparison without standards
  • False vet recommendations
  • Dangerous feeding/care advice

⚠️ Penalties for Violations (SEVERE)

  • Immediate content removal
  • Account suspension (30-90 days)
  • Permanent ban for animal welfare violations
  • Heavy fines (¥10K-100K+)
  • Legal liability for pet safety issues
  • Brand reputation damage

Pet Product E-commerce Funnel

From discovery to purchase—20-32% conversion rate powered by emotional connection

Discovery
100,000 views
Cute pet content, product reviews, pet care tips
30-38% CTR
Consideration
30,000-38,000 clicks
Read reviews (6+ reviews), watch pet demos, check ingredients/safety
25-35% Add-to-Cart
Purchase
7,500-13,300 add-to-cart
Apply coupons/bundles, check shipping, flexible return policy
75-85% Checkout
Conversion
5,625-11,305 purchases
Pet Products conversion: 20-32% (emotional purchase, high engagement)
5.6-11.3% Overall Conversion

UGC & Community Building

Turn 75M pet parents into brand advocates with authentic content and rewards

🎁

Pet Parent Testing Program

Send products to 200 pet parents across dog/cat/small pet categories. Encourage photo/video reviews with pet reactions.

Expected: 70-85% post rate (pet parents love sharing) • Cost: ¥15K-30K • Result: 140-170 authentic UGC posts
👥

Pet Community Forums

XHS groups by pet type (dogs, cats, rabbits). Breed-specific groups and pet parent meetups.

Engagement: 35-50% participation rate • Value: Peer advice, product recommendations, socialization • Brand Role: Resource provider, expert Q&A
🏆

Challenge Campaigns

#MyPetTries[Product] #CutestPetChallenge. Pet parents share pet trying product or doing cute thing.

Hashtag tracking • Monthly winner gets ¥500 product bundle • Expected: 1,500-4,000 challenge posts
🎉

Pet Milestone Celebration

#FirstYearWith[Pet] #AdoptionAnniversary #PetBirthday. Pet parents share milestone moments using brand products.

Incentive: Featured on official account + ¥100 reward • Expected: 500-1,500 milestone posts • Impact: Emotional connection and loyalty
⭐

Review Incentive Structure

Photo review → ¥20 credit • Video review (pet reaction) → ¥50 credit • Long-term review (3+ months) → ¥100 credit + featured

Viral review (10K+ views) → ¥300 reward • Monthly top pet reviewer → ¥500 gift card

Hashtag Strategy for Pet Products

4-tier system: 11-18 hashtags per post for maximum reach and conversion

Tier 1: Mega Pet Hashtags

5M+ posts • Use 1-2
#宠物 (Pet) #狗狗 (Dog) #猫咪 (Cat)
Competition
VERY HIGH
Conversion
4-6%

Tier 2: Large Category Hashtags

500K-5M posts • Use 2-3
#宠物用品 (Pet Products) #狗粮 (Dog Food) #猫粮 (Cat Food) #宠物零食 (Pet Treats) #狗狗玩具 (Dog Toys)
Competition
HIGH
Conversion
10-15%

Tier 3: Niche Pet Hashtags

50K-500K posts • Use 3-5
#柯基 (Corgi) #英短 (British Shorthair) #金毛 (Golden Retriever) #宠物测评 (Pet Product Reviews) #养猫日常 (Cat Parenting Daily)
Competition
MODERATE
Conversion
20-28%

Tier 4: Specific Breed/Product Hashtags

5K-50K posts • Use 5-8
#柯基测评 (Corgi Reviews) #天然猫粮 (Natural Cat Food) #宠物好物推荐 (Pet Recommendations) #宠物过敏 (Pet Allergies) #[Brand]宠物 (Branded)
Competition
LOW
Conversion
28-38%

Recommended Formula: 1-2 Mega + 2-3 Large + 3-5 Niche + 5-8 Specific = 11-18 Total Hashtags

Launch Your Pet Brand on XHS

Join 75M pet parents discovering and buying pet products on China's most trusted platform

Launch Your Pet Brand on XHS Download Pet Marketing Playbook Book Pet Brand Strategy Call