Gourmet products and e-commerce driving pet food industry

A baker holds a pet birthday cake made for her customer's dog in Changchun, Jilin province. It takes the baker about three hours to make the cake, priced around 100 yuan ($15). [Photo/China Daily]

Local brands and multinationals are out to tickle the tastebuds of cats and dogs, and make millions

Five years ago, dog-lover Song Yu decided to open her Paopao Pet Bakery in Beijing, claimed to be the first of its kind in China, to enable pet owners to pamper their furry companions with delicious and healthful treats.

"The idea was born because we wanted to get more dogs to eat fresh and healthful food," said Song. "Health is the most important thing for pet owners, so it's essential for them to buy high-quality food for their pets."

Despite the increasing consumer appetite for gourmet pet food products, it was not easy to get the business up and running at first. High costs forced Song to shutter the bricks-and-mortar store.

Now, though, the business is flourishing, thanks to its virtual storefront on Alibaba Group Holding Ltd's Taobao.com. Its focus is on personalized products designed for special occasions like pet birthdays.

Last year, the online pet food store netted more than 1 million yuan ($152,000) in sales.

"Online shopping is very convenient because we can reach any point in China with air deliveries," said Song. "This year, we will keep improving our online store and we will cooperate with more pet stores so that customers can order our products directly from pet stores' websites."