The 4th Pet Industry Innovation Summit (PIIS) concluded successfully on January 12, 2024, in Shanghai. The event kicked off with the Visual Awards 2023, an aesthetic competition focused on pet food and product design, organized by PIIS. Jane Qi, Labbrand Group’s Director, served as one of the expert judges, selecting 25 outstanding submissions and presenting awards during the ceremony. 

After the judging concluded, Jane praised the diverse design styles of the entries and their thoughtful consideration of the characteristics of pet food and products. The designers, through clever use of colors, patterns, and layout design, perfectly conveyed the functionality, quality, and positioning of the products. Their works reflect their keen observation and insights into market trends and a profound understanding of pet-raising life. 

In fact, China has experienced a significant surge in the number of households owning pets, surpassing 100 million since 2020. This increase is partly linked to the growing trend of individuals living alone, a phenomenon fueled by the pandemic. Additionally, the pervasive sense of loneliness associated with modern lifestyles has emerged as another contributing factor to the rise in pet ownership. The continuous growth of the pet industry has consequently sparked intense competition among brands, prompting a greater emphasis on branding and innovation to enhance competitive edges and amplify brand influence. 

Back in 2021, Jane delivered a speech at the PIIS, focusing her talk on how pet brands can respond to competition. She proposed that pet brands could enhance their standing in the local market and integrate into the global landscape by adapting their operational methods and strategies with brand innovation. However, driving innovation is not just about crafting visually appealing designs that align with user experiences and resonate with the target audience. It also involves aligning a brand with its brand values and fostering a sense of community to identify opportunities in shaping lifestyle, thereby enhancing consumer loyalty. Furthermore, Jane mentioned that pet brands should also present brand concepts to consumers with fresh and engaging brand communication strategies to attract more patrons and then establish themselves as the preferred choice for pet owners. Apart from these practices, we are attuned to the fact that environmental protection is not just a responsibility for businesses’ growth, but also something that consumers are actively concerned about. Thus, Jane strongly advocates for pet-related brands to swiftly embrace eco-friendly trends as a strategic step in innovating their brand. 

In recent years, Labbrand has been closely following the developments in the pet industry. We are honored to have participated multiple times in the PIIS, leveraging our expertise in Research, Strategy, Naming, and Design to share in-depth insights into the latest trends in the pet industry and brand-building experience. At the Visual Awards 2023, Labbrand witnessed the ingenious design concepts of designers and the innovative development in the packaging of pet food and the design of pet products. We look forward to continuing our collaboration with the PIIS to collectively promote the sustainable development of the pet industry.