Tmall Double 11 Draws 95 Brands From 14 Industries Into Pet

Executive Summary: Tmall counted 95 brands from 14 consumer industries selling into its pet category during the 2026 Double 11 shopping festival, with nearly 90% saying they continued or increased pet investment over the past year, according to figures the platform released to The Paper on 6 November. More than 80% of those brands now run pet as a separate business line or sub-brand, and 20% have opened a standalone Tmall pet flagship store.

Key Facts

Platform: Tmall (Alibaba), China
Country: China
Industry: Pet retail and consumer brands
Category: Cross-industry brand entry into pet products and pet care
Event: Double 11 2026 pet category data
Date: 2026-11-06
Location: Shanghai and Hangzhou, China
Source: The Paper (Pengpai), 6 November 2026, citing Tmall data

What Happened

As of this year’s Double 11, 95 brands from 14 industries including apparel, personal care and home appliances had joined Tmall’s pet category, and close to 90% of them kept or raised their pet investment over the past year, according to platform data reported by The Paper. The examples are deliberately varied: Jo Malone put a RMB 200 pet shampoo on sale, pram maker Goodbaby launched a pet stroller, cheese brand Milkground set up a pet brand called Aojue with its own flagship store, and fast-fashion label UR released a pet apparel line.

The depth of the commitment is the more useful number. More than 80% of these brands treat the pet business as standalone, either as a separate product line inside the main flagship store or as a dedicated sub-brand, and 20% have gone further with a standalone Tmall pet store.

Early sales data from the festival suggests some of them are converting. MUJI took the top spot on the platform’s cat bed bestseller list, cleaning-products brand Deeyeo lifted turnover more than 160% year on year on pet wipes, and 22 brands recorded first-hour pet sales above their entire first day of Double 11 last year.

Background

Tmall has been the entry point for outside brands for several years. NetEase Yanxuan, a home-goods brand that entered pet in 2017, built a separate pet brand, NetEase Tiancheng, which has repeatedly placed in the platform’s top 10 pet brands by turnover during major promotions. That path, from adjacent category to standalone pet brand with its own recognition, is now the template that newer entrants are copying.

Industry Context

China’s pet consumption market grew 52% over the past five years, according to Tmall’s figures, and the 2026 China Pet Industry White Paper puts urban dog and cat consumption at RMB 312.6 billion in 2025. Outside brands are entering a market where the number of active pet food brands already exceeds 3,000 and roughly 400 new brands appear each year while several hundred exit, according to figures Mars Pet Nutrition’s China team gave at a Beijing News forum on 6 November.

That combination, a growing market with a crowded brand shelf, explains why entrants lean on assets they already own, and why the pet humanization trend keeps pulling consumer brands across the line from adjacent categories: an appliance maker’s supply chain, an apparel company’s fabric sourcing and pattern-making, a fragrance house’s brand equity. They are not building pet capability from scratch, they are repointing existing capability.

Market & Business Impact

For incumbents, the pressure is uneven. Categories that reward design, fabric and small-appliance manufacturing, such as pet apparel, beds, carriers and automatic feeders, are the easiest for outside brands to enter and the hardest for pure pet specialists to defend on cost. Categories that need formulation, clinical substantiation or regulatory registration, notably pet food and supplements, remain harder to enter from outside, which is why most of the new names sit in supplies and grooming rather than nutrition.

For the supply base, the effect is a new customer type. Apparel factories in Zhejiang and Guangdong that already cut and sew for human fashion are picking up pet apparel programmes from brands that want small runs and fast replenishment, and appliance contract manufacturers are taking on smart feeders and fountains designed by consumer-electronics teams. Buyers searching a Pet Apparel manufacturer directory will find that the factories quoting on pet ranges are often the same ones quoting on womenswear, with the same minimum order logic and a shorter design cycle.

The channel mix reinforces the pattern. Pet products online sales on Tmall and Douyin reward brands that can run content, livestreams and fast replenishment, which is closer to how a cosmetics or fashion label already operates than to how a traditional pet food distributor works. That is one reason the new entrants cluster in supplies, where a campaign can create a category position within a season, rather than in nutrition, where shelf position is earned over years of repeat purchase.

Companies & Brands Involved

Tmall is the platform and the source of the data. Jo Malone, Goodbaby, Milkground’s Aojue, UR, MUJI and Deeyeo are the named entrants or performers. NetEase Yanxuan and its pet brand NetEase Tiancheng are the precedent case. Mars Pet Nutrition’s China operation provided the brand-count and calorie-conversion context at the Beijing News forum.

Data & Evidence

Tmall reported 95 brands from 14 industries in the pet category as of Double 11 2026, with close to 90% maintaining or increasing pet investment over the past year. More than 80% operate pet as a standalone line or sub-brand, and 20% hold a standalone Tmall pet flagship. Twenty-two brands exceeded their entire prior-year first-day turnover within the first hour. China’s pet consumption market grew 52% over five years, and urban dog and cat consumption reached RMB 312.6 billion in 2025 with a forecast of RMB 405 billion by 2028, per the 2026 China Pet Industry White Paper. All platform figures are Tmall’s own and have not been independently audited; the article gives no absolute turnover values.

What This Means for the Pet Industry

The signal is not that 95 outsiders arrived; it is that four in five of them stopped treating pet as a test SKU and built a separate business around it. That changes the competitive floor in supplies and grooming, where a brand no longer needs pet-specific manufacturing to compete, and it leaves nutrition as the category where specialist knowledge still buys protection. Suppliers should expect more buyers who understand retail and brand building but not animal health, and should price their technical support accordingly.

Key Takeaways

Tmall counted 95 brands from 14 industries selling into its pet category during Double 11 2026, with close to 90% maintaining or increasing pet investment over the past year.
More than 80% of those brands run pet as a standalone product line or sub-brand, and 20% have opened a standalone Tmall pet flagship store.
MUJI topped the platform’s cat bed bestseller list, Deeyeo grew pet wipe turnover more than 160% year on year, and 22 brands beat their prior-year first-day sales within the first hour.
China’s pet consumption market grew 52% in five years, with urban dog and cat spending at RMB 312.6 billion in 2025, according to the 2026 China Pet Industry White Paper.
Entry is concentrated in supplies, apparel and appliances that reuse existing manufacturing, while pet food and supplements remain harder for outsiders to enter.

Frequently Asked Questions

What did Tmall report?

That 95 brands from 14 industries had joined its pet category by this year’s Double 11, with close to 90% continuing or increasing pet investment over the past year.

How deep is the commitment from these brands?

More than 80% treat pet as a standalone business, either as a separate line inside the main flagship store or as a sub-brand, and 20% have opened a standalone Tmall pet store.

Which brands are involved?

Examples given by the platform include Jo Malone with a RMB 200 pet shampoo, Goodbaby with a pet stroller, Milkground’s pet brand Aojue, and the fast-fashion label UR with pet apparel.

Why does China’s pet industry keep attracting outside brands?

The market grew 52% over five years and urban dog and cat consumption reached RMB 312.6 billion in 2025, while entry costs in supplies and apparel are low for companies that already own the relevant factories.

Which categories are the outsiders avoiding?

Mostly pet food and supplements, where formulation, substantiation and registration requirements favour specialists. Entrants cluster in beds, apparel, carriers, cleaning and small appliances.

Are these platform figures audited?

No. They are Tmall’s own data, reported by The Paper, and no absolute turnover values were disclosed.

Sources

Primary – The Paper (Pengpai News), 95 brands including Jo Malone, adidas and UR chase cat and dog business on Tmall this Double 11, 6 November 2026, https://www.163.com/dy/article/LB2GD8SO0514R9P4.html
Secondary – Beijing News via NetEase, Pet food standards tighten as the category competition moves into deeper water, 6 November 2026, https://www.163.com/dy/article/LB2D2D8S0512D3VJ.html

China’s Pet Market Pulls 95 Brands From 14 Industries Into Tmall’s Double 11

Key figures

Other pet-industry companies in China