SHANGHAI — JD.com, the largest retailer in China and third largest global internet company in 2019, collaborated with several global pet brands during Pet Fair Asia 2020 last week as part of its goal to help 100 pet industry companies reach more than 100 million yuan ($14.5 million USD) in revenue.

The company is focusing on helping companies developing “C2M” products, referring to products that are based on consumer preferences, then made available by a manufacturer. JD.com has helped 20 pet industry brands develop nearly 300 of these products, of which 20 C2M products have exceeded 1 million yuan ($144,514 USD) in sales.

Note: Chinese yuan to USD conversions based on Aug. 25 exchange rates.

For example, JD.com helped Mars Petcare launch Nutro.Max, a C2M cat food product, earlier in August. The formula is grain-free and features high levels of meat and crude protein. It contains more than 80% animal protein and adheres to cat owner demands for gastrointestinal health.

“We found that tailored and personalized products have gradually become a new consumption trend,” said Lizhen Liu, president of JD’s FMCG division. “JD has rich experience in C2M projects, and Mars has insight into the pet industry and product research. Our combined strengthens will help us conform to customer’s new needs and create a better life for pets.”

JD.com continues to work with Mars on this product to develop omnichannel and marketing opportunities to grow the brand.

“Mars has created a new production channel specifically for this product,” said Yinghua Niu, president for Mars Pets Nutrition China. “The joint cooperation with JD will further enhance our brand’s core influence.”

According to JD.com, the Chinese pet food and supplies market is growing steadily at 20% year-over-year, reaching approximately 472.3 billion yuan ($68.3 billion USD) by 2023.

Keep up with the latest pet food trends on our Trends page.