A highly promising meeting point

It was March 2024 when I received a phone call from a pet industry expert I greatly respect, Hans-Jochen Büngener, the world-renowned pet nutrition expert and president of Pi Consulting. He told me about a brand new event concept that was to be held for the first time in China from 5-7 November: the Pet Sourcing Fair China (PSC) and Global Pet Sourcing Conference China (PSCC) in Guangzhou, organised by Beijing International Pet Media (IPP) and co-founded by the Chinese Pet Industry Association (CPIA).

A unique combination of exhibition and conference, the organisers, led by exhibition director and CPIA president Cheng Yang, wanted to represent the entire process chain of the industry. At the same time, the event was to have a premium character, bringing together selected manufacturers and a high-calibre trade audience to promote high-level exchange and the initiation of potential business. I was asked if I could imagine joining the event’s advisory board. At first I felt both honoured and a little overwhelmed. After all, what contribution could a managing director of a German advertising agency and consultancy specialising in the pet industry make to a global event format? After an exchange of ideas and several video conferences, I decided to take the plunge and support this new format right from the start. Not only in terms of existing and new contacts, but also in terms of the opportunities presented by international markets in general and China in particular. After all, the conditions for further growth are still very good, not least with regard to China. According to a report published by investment bank Goldman Sachs in July 2024, market observers believe that the number of pets in China’s cities will soon exceed the number of children under the age of four. So, after internal family consultation, it was time for the big trip. Not to Asia for the first time, but to China for the first time. One of the things I had in my luggage was a presentation I was to give at the conference. After my arrival on the 4 November, the programme started immediately. At the hospitality dinner on the first evening, there was a lively exchange between the show organisers, event sponsors from the Chinese pet industry, members of the advisory board and speakers at the conference. In addition to the professional exchange, the hospitality was particularly impressive. Lively discussions about the respective fields of activity of the guests present followed immediately. Contacts were exchanged as well as assessments of the development of the pet industry in the respective countries.

The first day of the exhibition and conference provided an impressive backdrop. What the PSC and PSCC organisers had put together in such a short time was truly impressive. Even before arriving at the venue, large banners drew attention to the dual event. And this professional and elaborate character continued inside the halls. The layout, structure and design of the show reflected a premium standard that immediately put visitors in a positive mood for the exhibition and conference content.

I was able to use the first day for numerous discussions with exhibitors, organisers and other speakers, as well as testing technology and making arrangements for my presentation and a paper on the European market. This gave me a very good overview of the whole event, where I was able to see the key players in the Chinese pet industry as well as the latest trends.

The show had a lot to offer. Covering over 40 000 m2 of exhibition space, the PSC showcased the entire pet industry supply chain in four exhibition halls – from raw materials and processing machinery to finished products, packaging and equipment. Major companies such as Peidi, Gambol Pet Group, Shandong Luscious Pet Food, Ranova and Sunsun were present. What these companies have in common is that they have been present in various segments of the European market for many years, particularly as manufacturers of private label products. As a result, there were many different innovative product ideas and design proposals on display in the accessories area, which are sure to find their way into the European specialist trade in the near future. From ingenious transport boxes and resting places to technical gadgets that make life easier for pet owners, there was plenty to see. The possibilities for customisation and personalisation are as varied as the products. And the sizes, capacities and technical expertise of some of the manufacturers, which were vividly demonstrated with images and videos on their stands, are in some cases extraordinary. In the food and snack segment, alternative protein sources and insect protein, as well as the trend towards humanisation, played an important role. For example, a range of snacks, appropriately presented on a barbecue, recreated a complete barbecue menu. Some exhibitors are also focusing more on sustainability issues and developments in countries outside of China. These are also being taken into account in product development with regard to regulations and consumer demands. A common theme among many exhibitors was the desire to have a stronger presence with their own brands in markets outside of China in the future. In addition, some Chinese companies are looking to set up their own production facilities outside their core market, including Europe. As a result, it can be assumed that many more players will be present in the future and that the industry will become even more international.

On the second day of the event I joined the conference. I had the great pleasure of speaking alongside esteemed speakers such as Gordon Bonnet, CEO of the German industry associations ZZF and WZF, Guy Toremans, CEO of Flamingo, the Canadian expert David Amon, Chen Zhenbiao, Chairman of Peidi, Guido Mancinelli, CEO of GM sarl, or Paul van der Raad, former Global Director of Protix, about the specific needs and expectations of European consumers when it comes to brands and products. On the same day, I had the opportunity to discuss with experts from China and Europe “Changes in demand and opportunities for Chinese manufacturing in the European market in recent years”.

This was followed by a lively exchange with representatives from various companies and sales platforms. Again, there were many opportunities to exchange ideas and collaborate. With contributions from Thailand, Vietnam, Australia, North America and Europe, the conference provided a very good overview of the global challenges and opportunities facing the industry. My excursion into the Chinese pet world ended with a visit to packaging manufacturer Amcor. The production facility offers impressive technical capabilities, and requirements such as the European Packaging Regulation have already been taken into account. Now there are many aspects to consider and new contacts to develop. And the organisers are already planning for next year:The 2nd PSC will take place from 5 to 7 November. Even more exhibitors and trade visitors are expected to make their way to Guangzhou.