Sold $2.9 million in 2 days, this super hit became a hit on Amazon!

The seemingly insignificant pet category has generated endless business opportunities. Related companies have made a lot of money from it, and there are countless companies that have gone public based on the sales of pet products.

PetSafe is a big seller with many hot-selling products on Amazon. Many of its products have dominated the Amazon BSR list all year round, and it even has a near monopoly in some categories. This year, its sales on Member Day in two days reached 2.9 million US dollars.

Behind the rapid expansion and continued popularity of the pet industry: Which companies are shining? Which products are the best-selling ones?

Sold $2.9 million in 2 days, pet supplies sold like hot cakes

During Amazon’s Prime Day in July this year , pet supplies were one of the most popular categories, ranking 12th among best-selling categories, with sales of up to $300 million. As a super seller on Amazon, PetSafe contributed $2.9 million in sales during the two days of Prime Day in July.

If you get to the bottom of it, the multiple hit products played an important role.

Pet leashes are PetSafe's most popular products, and have long been ranked first in the BSR list of dog leashes . In December 2022, the monthly sales of this product were close to 80,000, and the product price was mostly between US$20 and US$50. This leash uses three major product differences, including 3D ring technology to prevent pulling, veterinary behavior environment simulation, and comfortable and fitting material design, to effectively protect pets and owners, and is highly favored by pet owners.

In the dog wireless fence category, PetSafe's products have formed a near-monopoly in the market, and the top eight on the BSR list are almost all PetSafe-related products. Among them, the price of wireless fence products is basically more than $300.

Since its establishment, PetSafe has accumulated more than 20 months of sales of sub-category hits with sales exceeding 10,000, and has created a pet hit matrix on Amazon. In addition to the wireless fences and traction ropes mentioned above, there are also many hot-selling products such as the top 3 cat litter category , the top 30 automatic feeders, and the top 50 automatic water dispensers. Taking automated products as an example, they can help consumers save some troubles and are also a hot trend in pet products recently.

As a pet brand with a very high market share in the United States, PetSafe takes safety as its starting point and constantly innovates in research and development and functional design. It currently has more than 4,000 products, mainly including wireless electronic fences, remote control trainers, bark control devices, pet doors, automatic water fountains, pet educational toys, and explosion-proof leashes.

In terms of marketing, PetSafe will cooperate with offline pet stores to accumulate word-of-mouth through social media and video dissemination, and use product donations to enhance its reputation and visibility.

With sales of 20 million US dollars in three years , it only makes fashionable and high-priced pet products

Different from PetSafe, Wild One focuses on fashion appearance and is an independent website for high-end pet products. It has achieved sales of 20 million US dollars in just three years. Wild One's products mainly include collars, dog leashes, dog tags, poop bags, harnesses, toys, beds, bowls, grooming wipes, etc.

Compared with other pet products, Wild One breaks the label of traditional pet brands that focus on practicality and pays great attention to the appearance of products. Its products are bright and fashionable, with fluorescent green and lavender purple being used in all of them. As we all know, dogs have very poor eyesight, and Wild One's behavior can be said to be completely biased towards the preferences of buyers.

On its official website, Wild One mainly sells product packages, with an average order value of $100-150. Currently, the best-selling product is the pet walking kit, which includes collars, leashes, poop bags and backpacks . The promotional price is $98, but on Amazon, the same type of product is mostly priced at $20-50.

In terms of marketing methods, Wild One does not use blogs to attract traffic, but instead uses active marketing through external links, Pinterest and FB ads. Its marketing is mainly based on picture display, and the ads are mainly divided into three categories: photos of users and pets trying out products in outdoor scenes; pictures of dogs trying out products + discounts; introductions to new product features, etc.

In addition to PetSafe and Wild One, there are many big sellers who have benefited from the booming overseas pet economy. They have not only made a lot of money, but also embarked on the road to IPO. Sellers of their hot-selling products can also refer to them.

The pet industry is booming. What are the hot-selling products of many listed companies?

As pet owners become more enthusiastic, the pet economy is heating up and the market share is soaring. Industry data shows that the global pet products market is expected to reach 297.9 billion by 2023. As the largest pet market, the United States has a huge number of pets and high per capita pet consumer spending. The market size in 2022 has reached 136.8 billion US dollars.

A number of relatively large pet companies are also rushing to enter this market.

Guaibao Pet : Mainly engaged in a variety of pet food for dogs and cats, it successfully IPOed on August 7 this year, with revenue of 3.398 billion in 2022. Pet snacks containing chicken and duck ingredients, and staple food made from corn, wheat and chicken are hot-selling products, with a gross profit margin of more than 30%.

Tianyuan Pet : Mainly engaged in pet bed mats, cat climbing frames, pet toys, pet clothing, electronic pet products and pet food, etc. It was listed in 2022, with revenue of 1.887 billion yuan that year. Among them, cat climbing frames and pet bed mats are its main products.

Yiyi Shares : Mainly engaged in pet disposable hygiene care products such as pet pads, pet diapers, pet cleaning bags, pet wipes, etc. It was officially listed on the Shenzhen Stock Exchange in 2021 and is known as the "first stock of pet hygiene products". The sales volume of its products that year reached more than 3 billion pieces, which can circle the earth ten times. The revenue in 2022 was 1.516 billion yuan, and pet urine pads were hot-selling products.

Yuanfei Pet : Mainly engaged in pet products and pet food, such as pet traction tools, pet injection toys, etc. It was listed in August 2022 and is known as the "first pet traction tool stock". It produces 50 million pet traction belts annually. The revenue in 2022 is 954 million yuan.

China Pet Foods : It mainly sells more than ten product lines of pet food, such as pet snacks, pet canned food and pet dry food, among which pet retail contributes the largest revenue. The company went public in 2017 and its revenue in 2022 was 3.248 billion yuan.

Behind the rush of pet products IPOs is the rapid expansion of the industry. Relevant data show that more than 800,000 new pet companies were registered in China in 2021. This year alone, 12 pet-related brands have received investment, with the highest amount reaching 80 million yuan, mainly in the fields of pet food, pet smart devices, pet medical care, and pet funerals.

Take pet smart devices as an example. The prices of pet monitoring devices and pet feeders are mostly around 200 yuan, while the price of pet smart toilets is nearly 1,000 yuan. Some pet owners even customize oil paintings and plush toys for their pets and buy pet insurance, which is a business opportunity for sellers.

Overall, "pleasing pets and pleasing oneself" has become a deep-seated consumer demand, the market share of pet products is constantly expanding, and pet-related consumption is moving in the direction of refinement and high-end, even reaching a level comparable to that of humans.

Amazon

Pet Products

IPO