Tmall Supermarket Targets Pet Market with New Consumer Data Strategy

Published: 02/11/2026
Brand Equity Pet Market User Growth
Tmall Supermarket released a "Brand User Asset and Liability Statement," emphasizing that users are a brand's core asset. The report suggests pet brands should focus on the post-95s generation. By innovating in product, marketing, and services, brands can construct a brand user asset and liability statement, achieving sustainable growth. This approach highlights the importance of understanding and nurturing the relationship between brands and their customers, particularly within the rapidly expanding pet market and the evolving preferences of younger demographics.
Tmall Supermarket Targets Pet Market with New Consumer Data Strategy

As brands grapple with stagnant user growth and declining repurchase rates, traditional financial metrics are proving inadequate for measuring true brand health. A groundbreaking "Consumer Portfolio Balance Sheet" framework now offers pet brands an innovative approach to customer engagement and market dominance.

I. Brand Architecture: From Products to Emotional Connections

Modern brand building transcends physical products, requiring a strategic orchestration of commercialization processes and consumer perception. The critical factor lies in optimizing touchpoints—every interaction between consumers and brands across multiple channels:

  • Physical Retailers: Brick-and-mortar stores and distributors that shape purchasing experiences and after-sales service
  • E-commerce Platforms: Digital storefronts and livestream channels that provide accessibility and product information
  • Logistics Networks: Delivery systems that determine fulfillment quality and post-purchase satisfaction

Positive experiences across these touchpoints cultivate emotional bonds through repeated engagement. When trust accumulates beyond critical thresholds, authentic brand equity emerges—a dynamic no traditional balance sheet can capture.

II. The Consumer Portfolio Paradigm: Redefining Brand Valuation

Conventional brand assessments relying on transaction volumes and profit margins fail to account for intangible assets. The Consumer Portfolio Balance Sheet revolutionizes this approach by treating users as core capital, measuring:

  • Demographic Composition: Age, gender, geographic distribution and behavioral characteristics
  • Engagement Metrics: Activity frequency, platform interaction patterns and content consumption
  • Loyalty Indicators: Repeat purchase rates, brand advocacy and competitive immunity

This methodology enables brands to track customer acquisition and retention dynamics while assessing long-term viability through predictive analytics rather than historical financials alone.

III. The Pet Care Revolution: Capturing Generation Z Consumers

For pet brands, this framework proves particularly vital as demographic shifts reshape the industry. With post-95 generations now dominating pet ownership, brands face both unprecedented opportunities and challenges:

  • Product Development: Aesthetic design, smart functionality and customization now drive purchasing decisions
  • Marketing Innovation: Micro-influencer collaborations and platform-native content outperform traditional advertising
  • Service Expectations: On-demand consultations and AI-powered health monitoring become baseline requirements

IV. Implementation Framework: Building Your Consumer Portfolio

Transitioning to consumer-centric valuation requires systematic execution:

  1. Data Consolidation: Unified customer profiles merging online and offline behavior
  2. Predictive Modeling: Machine learning algorithms to forecast lifetime value and churn risks
  3. Metric Development: Customized KPIs reflecting brand-specific engagement patterns
  4. Continuous Optimization: Real-time campaign adjustments based on portfolio fluctuations

This analytical approach provides pet brands with unprecedented visibility into consumer relationships, transforming how companies measure success beyond quarterly financial statements. In an era where customer experience determines market leadership, the Consumer Portfolio Balance Sheet may well become the pet industry's new standard for strategic decision-making.

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