Show report
of all pet owners are under the age of 30. Jessica shared that these young owners are driving the market, making pet health and technologically advanced pet product purchases, furniture, and other pet amenities for their homes.”
The Pet Fair Asia team works with local organisations to help normalise pet ownership and expand petinclusive places. A couple of recent events include co-sponsoring pet evenings at local museums and pet activations with F-1 on The Bund. On the other side of the business, Globus has initiated a Marketing Club to help both online platforms and brick and mortar shops grow their respective businesses.
Young audience I sat down with Jessica Zhu, managing director of Globus Events in Shanghai recently. She’ s been through the ups and downs of Pet Fair Asia since its inception. It’ s a fascinating success story of being in the right place, right time, weathering downturns and Covid, as well as actively participating as an industry partner, and riding the wave of the pet industry’ s unprecedented time of growth.
She explained,“ Pet ownership is relatively new in China, and over 60 %
90 % of pet consumable sold online Jessica said,“ About 90 % of pet consumables sold in China are purchased online. GLOBUS partners with these platforms to showcase offerings. With a huge variety of products available online, many exhibitors( who sell on these platforms) hand out samples to consumers hoping that once their pets try the products, they’ ll become loyal customers.” It’ s a smart B2C play.
In addition to Pet Fair Asia, Globus Events produce Pet Fair Southeast Asia( Bangkok, Thailand with VNU Exhibitions Asia Pacific), Pet Fair Asia South China( Shenzhen), and Pet Fair Beijing. They also work with many local, regional, and national associations around China.
What I like about Pet Fair Asia is that show organisers are 100 % vested in the success of the industry, supporting educational efforts, health initiatives, sales, lifestyle changes, and more.
For almost three decades, they have gone above and beyond selling square metres and sponsorships, inserting themselves into the very fabric of pet lifestyles. And despite a crazy level of success, they never stop innovating. Something other organisers should think about. EW www. exhibitionworld. co. uk Issue 4 2025 43