Will TikTok Become a New Direction for Pet Product Exports?

As an experienced player in the pet industry, let's set aside many data points and have a simple discussion: Can the overseas version of TikTok impact global e-commerce growth? Specifically, for our pet industry, will the export market see a massive transformation? With TikTok’s overseas download numbers surging, it indicates rapid user growth overall. We can foresee that the overseas version of this platform will have increasing commercial value. In recent years, the global economy has been trending downward. As growth slows and even shrinks, the cross-border pet product market faces significant challenges. However, our pet industry has seen some upward growth, particularly in markets like Southeast Asia and other surrounding regions, which have experienced explosive growth.
But in Europe and North America, China’s exports have faced significant pressure. We believe that in 2023, both the national and global pet product markets will experience a full recovery. The question is how to capture the overseas pet product market in the current market environment, build a company’s core competitiveness, and identify growth opportunities across various sectors. Platforms like TikTok will undoubtedly provide a new channel and new opportunities for growth for traditional domestic pet product manufacturers. Taking the overseas version of TikTok as an example, with rapid user growth comes enormous traffic and commercial value. If domestic pet companies can strategically position themselves on overseas TikTok and capture a portion of the traffic, they can achieve great results in the future. Due to localization factors and historical industry issues, domestic pet factories are generally behind in terms of marketing and promotion. Their understanding of internet marketing is mostly limited to B2B platforms. Integrated marketing is mostly the domain of brand owners, while factories are typically not good at it. In this context, it’s certainly challenging to compete in overseas marketing markets. We can look at a sample case on TikTok: BarkBox. Their product themes change every month, and they are particularly skilled in trending and event-based marketing. For example, during Halloween, they launched a Halloween dog gift box, and during Christmas, they had themed products. They even promoted Trump’s hair. Through integrated marketing, they continuously boosted brand exposure and awareness. BarkBox also initiated challenges, including unboxing experiences, pet moments, and human-pet interaction, among other interactive formats.
Through clever marketing designs and product information embedded within, they significantly reduced consumers' resistance to ads. To further enhance their visibility, they place great importance on collaborations with pet-focused KOLs (Key Opinion Leaders). These KOLs have a total of over 5 million followers, with a high degree of alignment with the brand’s target audience. Therefore, whether you want to attract new users, increase brand awareness, boost product visibility, or build better relationships with customers, platforms like the overseas version of TikTok can help you achieve these goals. However, the biggest challenge is to carefully design your initial plan and creative content to achieve the desired outcomes. Overall, the rise of the overseas version of TikTok indeed brings new growth opportunities to the pet product industry. With more and more people sharing their pets' daily lives on social media, they now have the chance to interact with brands in a fun way. If you are a leader of a pet product company, do you think this is a promising direction?

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