As China's pet market continues its rapid expansion, the relationship between brands and distributors has become increasingly crucial. However, establishing ideal partnerships remains challenging, as highlighted during the recent Pet Channel Innovation Summit held in Qingdao.
The Quest for Ideal Partners: A Two-Way Street
Industry leaders gathered to discuss what constitutes an ideal partnership from both brand and distributor perspectives.
"Shared values form the foundation of collaboration," emphasized Xiu Haoren, founder of Maoqiu Dianxia. "We prioritize distributors who commit to market stability—no cross-regional sales or price manipulation—as this alignment enables long-term cooperation."
Zhou Ming, founder of Naichong, stressed the importance of compatibility in business approaches rather than company size. "Innovation is in our DNA as a cross-border company. We seek partners who embrace change to move beyond homogeneous competition."
From the distributor perspective, Tan Shicong of Pet Inn outlined key expectations: "Quality products come first, followed by clear channel strategies. Brands must maintain reasonable market expectations and provide comprehensive support services."
Zhang Mingjun of Chengdu New Dingli added: "Beyond fair profit margins, we value brands that empower distributors with tangible support. Price control is particularly critical for sustainable offline market development."
Red Flags: Partnership Dealbreakers
Participants also identified behaviors that undermine successful collaborations.
"We avoid distributors who withhold promotional budgets or enable nationwide unauthorized sales," warned Xiu Haoren. "Equally problematic are established distributors who may neglect newer brands in their portfolios."
Zhou Ming cautioned against inconsistent actions: "When words don't match deeds—especially regarding price control—it damages the entire ecosystem, not just individual interests."
Tan Shicong highlighted brands that fail to execute declared strategies: "When flagship stores or platforms disrupt pricing without intervention, trust evaporates."
Zhang Mingjun shared cautionary experiences: "Last-minute order requests and unfulfilled promises—particularly from large brands—create irreversible distrust."
Building a Healthier Ecosystem
The summit concluded with consensus on transparency and mutual understanding as prerequisites for sustainable partnerships that can drive the industry's continued growth.