JD.com's “My Pet Profile” to Transform Animal Lives Across China

JD.com's “My Pet Profile” to Transform Animal Lives Across China

JD.com recently launched the “My Pet Profile Initiative” for its customers to receive recommendations for pet products and services.

This is a new function where customers can store detailed profiles of their pets online, including breed, age, gender, vaccination history, and more. JD’s big data and analytics capabilities will enable customers to get ongoing updates of suitable products, services and care instructions. This initiative was inspired by data showing that Chinese pet owners are willing to devote more money, time, and energy in choosing the right products and services for their beloved pets. The 2019 China Pet Products Consumption Report recently released by JD and Nielsen shows that Chinese pet owners are now more engaged with their animals and more interested in improving their pets’ health and longevity.

To improve their pets’ health, happiness, and quality of life, owners are willing to pay more for premium pet products that they know are nutritious and safe, even if they have to be imported. In fact, according to JD data, in 2018 the year-on-year sales increase of imported pet brands was 118% higher than that of domestic brands. Services related to pets are also on the rise, such as grooming and medical care.

For JD’s brand partners, the My Pet Profile Initiative offers new insights about the pets themselves, not just their owners. With this information, brands can improve their product specifications and target marketing campaigns to specific pet demographics, for example showing cat food formulated for senior felines to those customers with older cats. Nestlé Purina’s Pro Plan brand piloted the initiative recently, and saw their click rate quickly double among customers who received targeted recommendations.

Currently applicable only to cats and dogs, China’s most popular domestic pets, the initiative could be expanded to offer tailored information about other pets, such as aquatic creatures.

“By providing insights not only on pet owners, but for the first time also on their pets, JD has taken us to the next step,” said Zoe Zuo, Marketing Director, Nestlé Purina. “The My Pet Profile Initiative represents an expanding database of growing importance for us because it helps us improve our products and strategies. We will leverage these insights to recommend products to customers with more precision, helping ensure our customers have longer and happier relationships with their beloved pets.”

“JD is always looking for ways to better serve our customers and brand partners through our big-data and analytics capability,” said Tianyang Fan, head of pet products for JD Fast Moving Consumer Goods. “This initiative does that by providing a better shopping experience for pet owners, while also serving brand partners who are looking to improve their products and marketing solutions based on consumer insights.”

Apart from being a trusted advisor for pet owners, JD also strives to become their one-stop destination for pet-related information and the types of high-quality pet products that are increasingly welcomed by Chinese consumers. During this past Singles Day shopping festival, high-end and smart pet products were highly popular. In the first hour on Nov. 11, sales of smart pet products increased 69 times compared with the same period last year, and during the Nov. 1-11 festival sales period, sales of high-end imported pet food brand Petcurean Go! increased 23 times year-on-year.

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