AsianFin— Chinese pet owners found shopping malls the forbidden zones to their fur babies in the past. But it is changing gradually. With the explosive growth of e-commerce across China, some shopping malls are nearly being deserted. By welcoming pets to the malls, the brick-and-mortar stores are finding a new recipe for resurgence.

While the online debate over whether guide dogs can ride the subway continues, more pets appear in shopping centers and other public places in China’s metropolises.

According to incomplete statistics, Shenzhen, a tech hub bordering Hong Kong, has over 50 pet-friendly shopping centers, such as the Happy Coast Shopping Center and MixC World. Shenzhen has also taken the lead by launching its first pet-themed community park, providing ample space for pets. China’s commercial hub Shanghai has introduced China’s first pet-friendly community. Ningbo Airport in southeastern China’s Zhejiang province has implemented a pet cabin service, allowing pets to travel with their owners in cabins.

Major commercial districts in China’s national capital Beijing, Shanghai, Chengdu in southwestern China, and other cities are starting to tap into the commercial potentials of the "pet economy." The deep emotional bond between pets and their owners has led to an increasing demand for outings with "fur babies." Many places are beginning to accept pets inside, and the concept of "pet-friendly" is being embraced by many. Besides parks and green spaces, some commercial establishments are also becoming "pet-friendly." More and more malls, restaurants, cafes, and other public places are starting to offer pet-friendly services, changing the signs at their entrances from "No Pets Allowed" to "Pet-Friendly." They are setting up dedicated pet activity areas, providing pet-friendly menus and seating, among other services. This not only offers more convenience for pet owners but also increases the attractiveness and vibrancy of public spaces.

Being "Pet-Friendly" is a New Trend in the Market

Shopping centers, as the earliest urban public places to explore "pet-friendly" concepts, have invested a lot of resources. Just a few years ago, for many commercial projects, the concept of “pet-friendly” might was about pets’ right to enter. As long as consumers could bring their cats or dogs into the mall, it could be called a pet-friendly mall.

Nowadays, to earn the moniker of a pet-friendly mall is not an easy thing. From formulating pet agreements and improving supporting facilities to increasing the proportion of pet-related businesses, creating pet activity spaces, introducing pet brands, and launching pet-themed marketing activities, a lot of efforts have been made to create a more friendly environment for consumers with pets.

Several shopping centers in Tianjin and Beijing are labeled as "pet-friendly." Additionally, through the collation and statistics of online information on multiple social platforms, it was found that shopping centers labeled as "pet-friendly" generally have the following commonalities.

First, in terms of pet admission conditions, pets must obtain registration certificates and immunization certificates issued by relevant government departments to ensure that pets have received all vaccines, including rabies. Most "pet-friendly" malls have clear restrictions on the types and sizes of pets allowed. For example, Tianjin Xiqing Dayuehui stipulates that only pets with a shoulder height ≤45cm are allowed to use strollers, cages, or backpacks to enter the mall, while pets with a shoulder height >45cm (must be leashed) can move within the outer area. Aggressive or dangerous dogs are prohibited from entering the mall. Guide dogs for the blind are not subject to these restrictions. THE BOX in Beijing prohibits entry for banned breeds, large dogs, and aggressive dogs (dogs weighing over 30kg and with a shoulder height over 60cm). For medium and large dogs with a shoulder height greater than or equal to 40cm, a muzzle and a leash within one meter are required.

Secondly, regarding pet behavior regulations, pets must be on a leash at all times within the mall, and the leash length has clear restrictions (e.g., no longer than 1.5 meters). Some stricter malls require pets to be in strollers, carriers, or backpacks, with their paws not touching the ground. Pets must steer clear of elderly people, disabled individuals, pregnant women, and children. Pets are not allowed to relieve themselves anywhere in the mall; if they do, the waste must be cleaned up immediately using disposable waste bags and disposed of in designated trash bins.

Furthermore, in terms of pet management requirements, malls are equipped with pet leash binding facilities, pet elevators, and other pet-specific amenities. Signs and notices supporting the open and civilized entry of pets, such as "Please carry your pet when using the escalator," can be seen everywhere, reminding customers to adhere to pet behavior norms. Additionally, malls offer rental services for pet strollers and pet backpacks, making it convenient to bring pets into the shopping center.

Lastly, regarding store admission, some mall stores are fully open to pets that meet the mall's entry requirements. However, most malls, to be on the safe side, have introduced and set up "pet-friendly" stores. Shops with a "pet-friendly" sign allow customers to bring their pets inside for shopping.

These commonalities aim to ensure that pet behavior in malls is regulated and managed, while also ensuring the safety and hygiene of other customers and the mall environment. After all, for malls, introducing a "pet-friendly" policy can establish a unique brand image, further enhancing the shopping experience and satisfaction of consumers, and creating a competitive differentiation from other malls. Additionally, "pet-friendly" malls often have higher exposure on social media, helping to attract more potential customers. Therefore, creating a "pet-friendly" mall has become one of the key strategies for standing out in the fierce business competition.

Boosted by young consumers who are "deeply attached to their pets," the offline pet economy is gradually expanding. More and more shopping malls are not only introducing "pet-friendly" policies but also exploring and implementing services and marketing strategies to attract consumers with pets.

Young Customers With Pets

"The world is in tatters, but little dogs and cats mend it." This phrase vividly sums up the status and role of pets in people’s hearts. Today’s young people are willing to spend money on their "fur babies" who provide them with companionship and affection.

With the increase in the number of urban residents owning pets, the pet economy has translated to growing business opportunities. According to the "2023-2024 China Pet Industry White Paper (Consumer Report)," the pet (dogs and cats) consumption market size in 2023 is 279.3 billion yuan, an increase of 3.2% compared to 2022. Pet owners born in 1980s and 1990s remain the main force in pet ownership, both recording an increase compared to 2022.

From single-service pet stores to large comprehensive shopping malls, whether in terms of commercial area or the number of pet brands, the proportion of pet-related businesses in shopping centers has been on the rise. The pet sales, pet supplies, pet boarding, food, clothing, grooming, photography, and other one-stop pet and related personalized services in malls are attracting a large number of young consumers.

Various cross-industry formats centered around the emotional needs of pet owners, such as "food for pets," "creative culture for pets," "pet bookstores," and "pet photo studios" have emerged. These formats give pets more diverse attributes, forging closer connections between shopping malls and young consumers.

In the past years, indoor zoos and petting cafes primarily treated animals as objects of observation and entertainment. However, animals are treated as the main characters in the current pet economy, with every aspect of their lives taken care of, including food, clothing, and shelter. In addition to selling cat and dog food, restaurants have begun to offer exclusive pet menus in recent years. For example, Shake Shack has introduced "Pooch-ini" and Shack Burger dog biscuits for pets. Starbucks has designed the "Puppuccino," a whipped cream treat for dogs, which is very popular among pet owners.

This creates emotional interaction with the target customer group through pet communities. Moreover, pet-themed activities focusing on fun games, human-pet interaction, and pet owner communication have also become popular choices in shopping malls.

Mixed Views Over Pets’ Presence in Malls

The question of whether pets should be allowed in shopping malls has become a hotly debated topic amid a thriving "pet economy". However,  pet odors, pet transportation, the denial of large dogs’ entry into malls, and non-pet owner consumer complaints are a headache for many malls.

A manager of a major shopping center explained to TMTPost, saying "Pets have become almost a 'necessity of life' in many first and second-tier cities. This has provided a strong market foundation for the rise of pet-friendly malls. The operation of these malls has been quite successful, with consumer feedback being overwhelmingly positive. They appreciate the convenience and joy of shopping with their pets."

Pet lovers readily accept the presence of pets in malls, while those who are apprehensive about pets tend to avoid these spaces. Many merchants, particularly those running educational and children's entertainment establishments, express concerns. They worry about the potential distress or accidents involving children, which could lead to unnecessary complications. Additionally, some customers find it hard to overcome their fear or discomfort around animals.

For malls, creating a pet-friendly environment not only attracts this specific consumer group but also helps them stand out in a competitive market by offering unique pet services and experiences. This approach opens a new entry point for commercial traffic and is worth exploring and experimenting with.

However, whether this strategy will become a future trend in mall development remains to be seen. Further observation and consideration are needed to determine its long-term viability.