(Source: https://pltfrm.com.cn)
Introduction
China’s pet industry has grown into a ￥300+ billion market, with over 120 million cats and dogs now living as family members. For overseas pet brands, winning in this emotional and fast-moving market means going beyond product quality — it means building lifelong relationships with Chinese pet owners. The smartest overseas brands are achieving this through tailored CRM systems designed specifically for China’s unique digital ecosystem.
1. Understanding the Chinese Pet Owner Journey
1.1 From “Curious” to “Obsessed” Chinese pet parents move quickly from discovery (Xiaohongshu, Douyin) to repeat purchase (WeChat Mini Program, Tmall). A China-specific CRM maps every touchpoint — content view, live-stream interaction, membership sign-up — so brands never lose the conversation.
1.2 Emotional Triggers Matter More Than Price Research shows 68% of Chinese pet owners make decisions based on “love” rather than logic. CRM systems that track emotional milestones (pet birthday, first vet visit, adoption anniversary) allow brands to send personalized care reminders instead of generic promotions.
2. WeChat-Centric CRM: The Real Game Changer
2.1 Turning Official Accounts into Private Pet Assistants Leading overseas brands convert their WeChat Official Account into a 24/7 pet care advisor using CRM automation. When a customer buys a bag of imported dog food, the CRM instantly creates a private feeding schedule, vaccination reminder, and exclusive community invitation — all inside WeChat.
2.2 Mini Program + CRM Seamless Loop The highest-converting overseas pet brands achieve 40%+ repeat purchase rates by linking their Tmall/ JD store directly to a WeChat Mini Program powered by CRM. Every order automatically updates the pet profile (age, breed, allergies), triggering perfectly timed upsell offers.
3. Membership & Points Systems That Chinese Pet Parents Love
3.1 Tiered Membership Based on “Pet Love Score” Instead of spend-based tiers, smart CRM systems calculate a “Pet Love Score” from content engagement, community participation, and purchase frequency. Members feel rewarded for being good pet parents, not just big spenders.
3.2 Cross-Brand Pet Ecosystem Rewards One innovative overseas brand group created a shared points system across premium imported food, toys, and grooming services. The CRM identifies multi-category buyers and offers “Full-Year Pet Happiness Packages” that increase lifetime value by 3.5×.
4. Data-Driven Product Localization Through CRM Insights
4.1 Discovering Hidden Regional Preferences CRM analytics revealed that Shiba Inu owners in Shanghai prefer grain-free salmon, while British Shorthair owners in Chengdu buy more dental treats. Overseas brands now launch city-exclusive flavors six months ahead of competitors.
4.2 Co-Creation with Top Pet KOL Families By identifying the top 1% most engaged pet parents in the CRM, brands invite them to closed beta groups on WeChat. These “Chief Pet Officers” test and name new products — turning customers into co-creators and brand evangelists.
Case Study: How a European Premium Cat Litter Brand Achieved 430% YoY Growth
A well-known European cat litter brand entered China in 2023 facing fierce local competition. By implementing a WeChat-first CRM strategy:
- Built a 120,000-member “Cat Slave Welfare Club” in the first year
- Used CRM to send personalized clumping performance reports based on purchase frequency
- Launched a limited “Nordic Forest Scent” only available to Gold-tier members Result: 430% year-on-year growth and #1 imported cat litter position on Tmall International in 2024.
PLTFRM is an international brand consulting agency that works with companies such as Red, TikTok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries’ exports in China account for 97% of the total exports in Asia. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation!
