this taps into one of the most unique and passionate segments of China’s influencer economy: Pet KOLs (Key Opinion Leaders).
Here’s a comprehensive breakdown, written in a corporate yet insightful marketing style, perfect for brand strategists, marketers, or executives looking to enter this space:
Understanding Pet KOLs in China:
Why They Matter and How Pet Brands Can Win With Them
In China’s fast-evolving digital landscape, KOL marketing continues to diversify. One of the most fascinating—and commercially effective—niches is the rise of Pet KOLs: influencers that are animals (or their human owners acting on their behalf), who build massive followings across social platforms. Whether it’s a grumpy-faced cat on Xiaohongshu or a cheerful golden retriever on Douyin, these furry celebrities command loyal fanbases and real consumer influence.
So, why are Pet KOLs so popular in China, and how can brands—especially in the pet industry—leverage them to reach the right audience?
What Are Pet KOLs?
Pet KOLs are animals (mostly cats and dogs) with their own social media presence, often managed by their owners or professional social media teams. These accounts typically showcase:
- Daily pet life and routines
- Humor and emotional storytelling
- Product recommendations and unboxings
- Skits, costumes, and themed content
- Interaction with fans and other pet accounts
Top platforms for Pet KOLs include Douyin, Xiaohongshu, Bilibili, and Weibo, where animal lovers engage daily with cute, funny, and heartwarming content.
Why Are Pet KOLs So Popular in China?
- Emotional Escapism
Urban life in China is fast-paced and high-pressure. Watching pets play, sleep, or “talk” offers an emotional release and comfort, especially for millennials and Gen Z consumers. - Rise in Pet Ownership
China’s pet economy has exploded. With over 100 million registered pets and increasing “empty nest youth” or DINK (double income, no kids) households, pets are seen as family members—and a lifestyle choice. - Cultural Shift Toward Soft Emotions
Modern Chinese consumers increasingly value 温情 (warmth), 治愈系 (healing aesthetics), and 萌文化 (cute culture). Pet KOLs embody all these values. - Trust and Authenticity
Pet KOLs are perceived as more sincere and less commercial. A product recommendation from a “beloved cat” feels more genuine than from a fashion influencer.
How Pet Brands Can Collaborate with Pet KOLs
Here’s how brands in pet food, supplements, accessories, grooming, and toys can leverage Pet KOLs:
1. Product Placement in Everyday Pet Life
Work with pet KOLs to feature your product as part of the pet’s daily routine—whether it’s a favorite kibble, a fun toy, or a stylish collar. Content should feel natural and story-driven, not promotional.
Example: A Xiaohongshu post showing “Morning Routine with Little Mao” where the cat eats a premium grain-free breakfast (your brand), followed by a play session with a new toy.
2. Pet Reviews & “Unboxing” Content
Source Jingdaily
Unboxing videos and genuine product reactions are extremely popular. Let the pet “review” your brand in a fun, engaging way. Fans love seeing how animals interact with new items.
Tip: Use humor or emotions—cats being picky eaters, dogs going wild for snacks, or pets ignoring the box in favor of the packaging.
3. Livestreaming with Pet Owners
Some Pet KOLs’ owners are mini-celebrities themselves. Co-host a livestream where they demo your product, offer real-time discounts, and answer follower questions. This works especially well on Douyin, Taobao Live, or Kuaishou.
Bonus: Include limited edition bundles or exclusive “pet fan club” perks to drive conversions.
4. Themed Campaigns and Festivals
Chinese consumers love festivals—whether it’s Qixi (Valentine’s), Singles’ Day, or Pet Adoption Day. Align your brand with a cute or emotional theme and partner with Pet KOLs for seasonal campaigns.
Example: A “Paws for Love” campaign during Valentine’s Day, featuring matching pet & owner accessories.
5. User-Generated Content (UGC) with Micro Pet KOLs and KOCs
Beyond top-tier Pet KOLs, consider micro-influencers and everyday pet lovers. Send free samples, accessories, or supplements and encourage them to post reviews or tag your brand.
Use hashtags like #猫主子推荐 (cat master recommends) or #狗狗好物分享 (dog’s favorite items) to encourage community buzz.
Key Metrics to Track
- Engagement rate (especially comments and shares—shows emotional connection)
- Video completion rate (especially on Douyin)
- Follower growth during campaign period
- Referral traffic to your store or Tmall page
- Sales via unique codes or QR links
At GMA, we work with pet brands to not just launch Pet KOL campaigns—but also measure ROI and optimize based on real user behavior.
Final Thoughts
In China, pets are more than animals—they are icons, family members, and emotional touchpoints. Pet KOLs tap into a deep cultural current that combines entertainment, emotional resonance, and lifestyle aspirations. Brands that understand this dynamic—and invest in authentic, creative KOL collaborations—stand to win big in China’s booming pet economy.
Read more