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As Gen Z becomes the main cohort of pet owners, pets have shifted from “animal tools” to family members, driving the pet economy toward greater intelligence and sophistication. Against intensifying competition, PETKIT—one of China's and the world's best-known smart pet-product brands—faces multiple challenges: how to balance cutting-edge R&D (e.g., AI health diagnostics) with commercialization efficiency under constrained resources; how to avoid commoditization and withstand price pressure from industry giants; how to move brand perception from functional utility to emotional resonance; and, in overseas expansion, whether to favor direct-store operations or distributor models.
© School of Management, Fudan University
2026
School of Management, Fudan University
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