Pet Appliances Hit CN¥ 320M: Solving Human Problems First

Executive Summary#

Online pet appliance sales in China grew 15.6% YoY to CN¥ 320 million in Q1 2023 on a leading Chinese marketplace, while the average selling price (ASP) of cat litter boxes rose 49.5% to CN¥ 1,062. Social media analysis shows that consumers judge smart pet appliances from a "human-first" point of view. They give priority to features that save the owner time and effort, such as automatic cleaning, odor elimination and app-based remote monitoring, over features designed for the pet's comfort. We believe this pattern explains why products built around owner convenience are winning in the category.

A Market Framed by Owner Convenience#

The pet appliance market on a leading Chinese marketplace reached CN¥ 320 million in sales in Q1 2023, up 15.6% YoY, with 2.217 million units sold, up 7.3% YoY.^[1] The ASP rose from CN¥ 132.84 to CN¥ 143.18, which reflects premiumization driven by smart features such as app-based remote monitoring, health tracking and automated cleaning. The market spans 12 leaf categories, which are organized across four usage scenarios: grooming, toys, beauty care and feeding.

Social media analysis points to one finding that defines this market: pet appliance consumers evaluate products from a "human-first" perspective, and the pet's own experience comes second.^[2] Consumers give priority to features that reduce the time and energy they spend on pet care over features designed mainly for the pet's comfort. We believe brands that develop products from the owner's point of view are better placed than those whose messaging centres on the pet.

Pet appliance market reaches CN¥ 320M with +15.6% YoY growth

*Source: Moojing Market Intelligence*

Cat Litter Boxes: Premiumization Through Automation#

The ASP of cat litter boxes rose from CN¥ 710.60 to CN¥ 1,062, an increase of 49.5%, as consumers asked for higher-quality, environmentally friendly products that also check on their cat's health.^[1] This is one of the steepest ASP increases among the emerging appliance categories in the report. The number of active merchants fell, while product SKUs grew to 756, which suggests that the merchants who remained are deepening their product lines and are competing on more than price.

Catlink set its products apart with an app-based health feature that records the time and frequency of a cat's litter box visits to help owners detect gastrointestinal problems early, a feature whose main value is the owner's peace of mind.

Feeders: Product Sophistication Drives Premiumization#

Feeder sales became more concentrated among the larger brands, in a market that increasingly rewards product sophistication. Active merchants grew from 431 to 447, product SKUs expanded from 1,187 to 1,658, and the ASP grew from CN¥ 190 to CN¥ 219, driven by advanced features including voice recognition, video monitoring and timed feeding.

Petkit's (小佩) Gemini feeder is an example of the innovation behind the category's premiumization. Its dual-bucket design stores and dispenses staple food and freeze-dried supplements at the same time and mixes them in proportion, so that a pet can move gradually from one food to another. The feature addresses pet owners' worry about gastrointestinal upset during a change of diet, so here again the product's value is framed around reducing the owner's anxiety.

The Strategic Implication: Market as "Pet Owner Convenience"#

The "human-first" pattern has clear strategic implications for brands entering or expanding in pet appliances, and we believe the strongest value propositions are built around three kinds of benefit for the owner:

• Time savings: Automatic feeding, self-cleaning litter boxes, scheduled operations
• Peace of mind: Health monitoring, app-based remote visibility, odor elimination
• Lifestyle integration: Aesthetic design, compact form factors, smart home connectivity

Messaging that leads with the pet's comfort, such as softer bedding, preferred food textures or enrichment features, has less pull with these consumers than messaging about convenience and automation. We believe the category is better understood as a "pet owner convenience" market than as a "pet care" market, and that product development plans should reflect this.

Key Takeaways#

• Online pet appliance sales in China grew 15.6% YoY to CN¥ 320 million on a leading Chinese marketplace, with premiumization driven by smart automation features
• The ASP of cat litter boxes rose 49.5% to CN¥ 1,062 as consumers asked for automatic cleaning, odor control and health features
• Feeder product SKUs expanded from 1,187 to 1,658 and the ASP grew from CN¥ 190 to CN¥ 219, driven by product innovation
• Social media analysis shows that consumers evaluate pet appliances from a "human-first" point of view, and they put owner convenience ahead of pet comfort
• Brands that frame their value around time savings, peace of mind and lifestyle integration are better placed in the category

## About the Data

This analysis draws on Moojing Market Intelligence data covering Q1 2023. The sales, price, merchant and SKU figures come from one leading Chinese marketplace, and the consumer findings from social media analysis.

Moojing analyses brand and category performance across major Chinese e-commerce platforms. For full methodology and additional insights, see the complete Home Appliances whitepaper.