Stephanie Selesnick takes a walk with Pet Fair Asia in Shanghai and finds out that the loyal legions of pet owners in Asia are helping drive show success
Pet Fair Asia began in Shanghai, China in 1997. Purchased in 2006 by VNU Asia, it was sold (along with the majority interest of that portfolio) to Advent International, a US-based PE, who renamed the division to Globus Events Limited.
The exhibition has paralleled the (now explosive) growth of pet ownership in China, going from a few halls at the Shanghai New International Expo Centre to becoming a global juggernaut, encompassing 310,000sqm and showcasing 2,600 brands (exhibiting companies) to an anticipated 120,000 trade visitors, and 410,000 consumers.
This year the expo runs for five days, 20-24 August, with the first half trade only, second half open to the public. Last year, international attendance grew 10%, with visitors coming from 91 countries.
Only 23% of the Chinese population are pet owners. In the US, the figure is 66%. Most own cats, dogs, small animals, reptiles, and aquatics – but not birds. (Bird ownership is complicated!) It’s a $42bn/ 300B RMB industry and growing year-over-year.
Co-located events include the International Pet Industry CEO Summit, Pet Food Summit, Pet Fair Asia Supply (eight huge tents, open the trade-only days), and Pet Fair Asia Veterinary, focused on animal hospitals. Like other pet shows around the world, there are plenty of demonstrations and competitions, including pet grooming, agility, training, and more.
Pet Fair Asia is divided into categories (a must, given its size): Pet Wellness (food and nutrition), Pet Better Life (including lifestyle, décor, and furniture), Discovery (curated new products), Pet Fashion (includes 14 fashion shows, awards, and many opportunities for selfies), Start Up Area (not the same as the curated Discovery), and a Genius Hub (focus on tech).
Young audience
I sat down with Jessica Zhu, managing director of Globus Events in Shanghai recently. She’s been through the ups and downs of Pet Fair Asia since its inception. It’s a fascinating success story of being in the right place, right time, weathering downturns and Covid, as well as actively participating as an industry partner, and riding the wave of the pet industry’s unprecedented time of growth.
She explained, “Pet ownership is relatively new in China, and over 60% of all pet owners are under the age of 30. Jessica shared that these young owners are driving the market, making pet health and technologically advanced pet product purchases, furniture, and other pet amenities for their homes.”
The Pet Fair Asia team works with local organisations to help normalise pet ownership and expand pet-inclusive places. A couple of recent events include co-sponsoring pet evenings at local museums and pet activations with F-1 on The Bund.
On the other side of the business, Globus has initiated a Marketing Club to help both online platforms and brick and mortar shops grow their respective businesses.
90% of pet consumable sold online
Jessica said, “About 90% of pet consumables sold in China are purchased online. GLOBUS partners with these platforms to showcase offerings. With a huge variety of products available online, many exhibitors (who sell on these platforms) hand out samples to consumers hoping that once their pets try the products, they’ll become loyal customers.”
It’s a smart B2C play.
In addition to Pet Fair Asia, Globus Events produce Pet Fair Southeast Asia (Bangkok, Thailand with VNU Exhibitions Asia Pacific), Pet Fair Asia South China (Shenzhen), and Pet Fair Beijing. They also work with many local, regional, and national associations around China.
What I like about Pet Fair Asia is that show organisers are 100% vested in the success of the industry, supporting educational efforts, health initiatives, sales, lifestyle changes, and more.
For almost three decades, they have gone above and beyond selling square metres and sponsorships, inserting themselves into the very fabric of pet lifestyles. And despite a crazy level of success, they never stop innovating. Something other organisers should think about.
Source: www.exhibitionworld.co.uk
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