We are currently in the transition period between spring and summer, a time when pets are at high risk of disease.
From April 12th to April 14th, Tmall Super Category Day - Cat and Dog Health Special launched a spring and summer pet health knowledge section. Pet owners can search for "pet health" on Taobao to enter the venue and learn more.
It is reported that Tmall, together with 15 leading pet brands and authoritative experts, has published relevant popular science content in the "Pet Love Guide" section, addressing common pet health issues such as pet health monitoring, coat care, skin care, emotional support, gastrointestinal health, and nutrition for older pets.
"Pet Care Guide" is a scientific pet care section that Tmall Pet has been developing on the "My Pet" pet channel. To date, more than 1 million pet owners have obtained pet care knowledge from Tmall.
According to Tmall New Life Research Institute, the new pet health sub-market, which consists of five major areas—technological health monitoring, refined gastrointestinal care, SPA-level coat and skin care, early aging care for dogs and cats, and family veterinary-grade pet care—has exceeded 10 billion yuan in transaction volume on Tmall.
Although the pet health market is growing rapidly, it has not been developing for very long. The biggest pain point in the industry is the lack of mature standards, and various kinds of information are mixed up.
Xiao Liu, who lives in Hangzhou, adopted a Ragdoll cat last year. She told reporters that as a novice, she mainly relied on experts on social media to get information about pet care, but she was unsure about the scientific validity of this information and did not know how to choose products, which often made her feel anxious.
To address this user pain point, Tmall has long focused on professional content and has made vertical transformations in areas such as search and recommendation, while collaborating with leading pet merchants to deliver scientific pet care knowledge.
Photo caption: Pet channels on Taobao and Tmall
For example, users can search "how to choose cat food" on Taobao to see cat food science knowledge co-created by the platform and leading merchants; search "my pet" to enter the pet channel, where nearly 20 pet care content articles have been published in the content square.
Behind the professional content lies Tmall's insight into consumer needs, which drives the formation of category standards and thereby promotes supply upgrades. In the past two years, Tmall's pet industry has added dozens of leaf categories, where brands have found more new opportunities.
Honeycare is a brand focused on pet lifestyle products, primarily targeting older pets in their early senescence. With consumers increasingly prioritizing healthy pet ownership, Honeycare's pet pee pads, sanitary pants, and other related products have seen significant sales growth on Tmall.
More and more pet brands are using Tmall as a key platform for launching new products. CATLINK, a leading brand of smart pet products, launched its annual new product, the "Xiaobai Smart Litter Box," at this event. Positioned as the first smart litter box for small apartments, this product features multi-cat health monitoring technology, accurately distinguishing the urination and defecation data of different cats, generating customized health reports, and providing timely alerts for abnormalities. CATLINK has repeatedly won the sales champion in the smart litter box category during past Tmall Double 11 and 618 promotions.
