Pets look on as their owners shop for premium pet food at the newly opened Pet&Fresh Store in Shanghai's Changning district. [Photo by Gao Erqiang/chinadaily.com.cn]
During a tranquil weekend afternoon, C·Park in Shanghai's Changning district is bustling with pet owners strolling alongside their furry companions, with a majority making their way to the newly opened Pet&Fresh Store that was launched on Feb 22.
The store resembles a pet-centric culinary paradise, featuring a variety of fresh poultry, vegetables, intricately designed baked cakes and balanced nutrition meals. With counter services like heating and chopping, the innovative approach transforms pet food from traditional "industrial feed" to "customized diets", shifting pets from passive "recipients of feeding" to active "participants at the dining table."
Pet owners shop with their beloved companions at the newly opened Pet&Fresh Store in Shanghai's Changning district. [Photo by Gao Erqiang/chinadaily.com.cn]
"Pets are not only our loyal companions but also cherished members of our family," said brand founder Hou Yi, who was also the founder and CEO of Freshippo, e-commerce giant Alibaba's grocery and fresh goods retail chain, at a strategic conference held in Shanghai on Feb 21.
Hou noted that the carnivorous lifestyle of pets has been long suppressed. Pet&Fresh advocates a dietary structure centered around fresh ingredients and raw meat, rejecting traditional dry food and industrial nutritional additives to meet the diverse nutritional needs of pets.
In the fresh food section, the refrigerated cabinets are stocked with freshly made cat and dog food priced at 24.9 yuan ($3.42) per 500 grams, featuring a clear list of ingredients such as beef, chicken, shrimp, fish, salmon and vegetables.
In addition, more than 300 types of snacks, such as meat sauce packets and air-dried goose tracheas, are neatly categorized and displayed in the store.
Pet owners browse the refrigerators with their pets at the newly opened Pet&Fresh Store in Shanghai's Changning district. [Photo by Gao Erqiang/chinadaily.com.cn]
"E-commerce cannot achieve instant gratification. We rely on 'add-on purchases' to increase the average order value," said Hou. He adds that the "small-quantity, diverse-selection" purchasing method not only encourages consumers to boldly try new products but also cleverly avoids waste caused by pets' disinterest in large-quantity online purchases.
"Our long-standing primary competitive strategy is 'Everyday Low Price, Every Item a Bestseller.' We do not engage in any promotions but aim to offer consumers high-value pet food," Hou said.
Pet owners accompanied by their furry companions inside the newly opened Pet&Fresh Store in Shanghai's Changning district. [Photo by Gao Erqiang/chinadaily.com.cn]
According to the 2024-2025 Report on the Operating Status and Consumer Market Monitoring of China's Pet Industry released by market consultancy iiMedia Research, the size of China's pet economy reached 592.8 billion yuan in 2023 and is expected to reach 1.15 trillion yuan by 2028.
The report also highlights that over 60 percent of pet owners consider their pets as "children" or "family member", with the middle to high-income group accounting for 68 percent of pet consumers and more than half of consumers are willing to pay a premium for scientific pet care.
"My dog is my family member that provides me emotional value," said Zha Xiaoxian, who walks his dog nearby, adding that he spends approximately 500 to 1000 yuan per month on his pet.
Pet owners shop with their beloved companions at the newly opened Pet&Fresh Store in Shanghai's Changning district. [Photo by Gao Erqiang/chinadaily.com.cn]
"I find this store special," he said. "I usually prepare fresh food for my pet. I always feel that dog food is like instant noodles for humans. Given the choice, I would definitely prefer fresh food for my dog. This time, while playing in the park, I bought fresh food for my dog to solve the meal problem conveniently."
Another customer, Han Qiushi, pays special attention to the diet of his dog Nian Gao, preparing a balanced freshly made diet on a daily basis.
However, while owners may consider fresh food a good choice, not all pets are interested in such products.
Pet owners shop with their furry companions at the newly opened Pet&Fresh Store in Shanghai's Changning district. [Photo by Gao Erqiang/chinadaily.com.cn]
Bai Hui bought a specially made fresh meal for her pet dog from Pet&Fresh, but the dog showed no interest.
"I usually feed my dog dry kibble mixed with canned food, but when I saw the fresh food at this store, I wanted my dog to give it a try," Bai said. Despite the dog's refusal to eat it, Bai said she still found the store's approach intriguing and hopes that more of such stores will open, ideally with one located nearby.
The growing demand for high-quality pet products has spurred new trends in the pet food market. Not only are there pet foods made from niche ingredients like ostrich meat and deer meat, but there are also specialized nutritional products for joint health and coat enhancement, along with various smart pet supplies.
Pet owners stroll alongside their furry companions at the newly opened Pet&Fresh Store in Shanghai's Changning district. [Photo by Gao Erqiang/chinadaily.com.cn]
Pet&Fresh plans to open 10 stores in Shanghai by the end of March and aims to expand the number of stores in Shanghai to 100 by the end of 2025.
While the brand is confident, challenges such as the non-standardization of fresh pet food products and the relatively low frequency of in-store consumption need to be addressed. One thing is certain: the way consumers feed their pets is changing, and Pet&Fresh is at the forefront of this transformation.
Fresh food chain for pets, Pet&Fresh, offers fresh, tailored meals for pets. [Photo provided to chinadaily.com.cn]
Fresh cakes for pets are available at Pet&Fresh, a fresh food chain for pets newly opened in Shanghai's Changning district. [Photo provided to chinadaily.com.cn]
Pet&Fresh, newly opened in Shanghai's Changning district, offers a variety of fresh food for pets, such as fresh buns. [Photo provided to chinadaily.com.cn]
