Cakes to couture, pampered pets a growing breed

Animal attraction

Although a luxurious pet lifestyle may seem excessive to some people, it reflects a large cultural shift in modern Chinese society toward treating animal companions as members of the family.

Beyond haute cuisine, this phenomenon has expanded into designer pet apparel, home customization services, and even pet fashion shows.

During a recent pet fashion show in Shanghai, over 300 cats and dogs dressed in glamorous outfits were paraded on a runway by their owners when 12 pet brands launched their newest collections at the Shanghai Fashion Center in Yangpu district.

"We found that the emotional connections between modern urban pet owners and their animal companions have deepened immensely. Pet owners have begun to pay more attention to their pets' spiritual demands in addition to their basic physiological needs. So we tried to integrate the pets and fashion," said Zhang Xin, executive deputy manager of the Shanghai Fashion Center.

The center intends to attract more upstream and downstream brands in the pet industry in the future, so that the pet "ecosystem "can congregate in Yangpu, Zhang added.

Wu Haiping, the founder of PetMrWu pet clothing, sees a vast untapped market as people's demand for pet companionship grows.

Wu is a costume designer and owns a dog and a cat. He set up the brand and commercialized it in 2021, initially because he was not satisfied with the majority of pet clothing available in the market.

"At first, pet clothing was just smaller versions of what humans were wearing. I could see pets were uncomfortable wearing such clothes," Wu said.

His custom-made pet clothing, which sells for 300 yuan to thousands, uses antimicrobial and natural fabrics and takes into consideration animal exercise habits that differ from humans, or even between species.

Shanghai-based design and development company Dingchong provides services to customize home environments so pets can live more comfortably. The company said it specializes in high-end homes for pets.

"Our customers are mainly singles, newly married couples, DINK (double income no kids) families, and those whose children have grown up and moved out. They own large living spaces, and they're willing to spend on customized living spaces to make their pets more comfortable," said co-founder Qiu Limin.

The brand works on creating independent spaces dedicated to the pets' needs that include medical areas, isolation zones, and play areas. The designs are made after doing research on aspects such as feline ergonomics, with "customer unit prices" running to at least five-figure sums.

"For example, we'll make lower furniture for Munchkin cats who can't jump as high, or install more vertical climbing structures for active breeds like the Devon Rex," Qiu said.

Pet food makers, apparel designers, and service providers have also found profitable niche markets catering to owners' indulgence of their animal companions. On Xiaohongshu, the Chinese lifestyle platform, videos of unboxing pet supplies or reviewing pet food garner millions of views.