Game changer

A new generation is driving the emergence of an industrial chain related to the sector. Wang Chuang, a 36-year-old entrepreneur, is one of those transforming Anshan from a regional breeding hub into what he envisions as the nation's pet industry capital.

Wang started out as a breeder in 2006, with no family wealth or industry connections. "I was a country kid. Everything I have came from the trust of people in Anshan," he said.

After making a name for himself in animal breeding and stud services, Wang's humble beginnings have grown into a multi-pronged business empire. He now has a breeding base of 10,000 square meters with around 1,000 dogs.

Through a cooperative model, Wang has united about 10,000 local breeders, helping them to not only raise dogs but to pool their purchasing power, adopt standardized feeding practices and, crucially, connect with buyers across the nation directly via his platform, cutting out layers of middlemen.

He also sees bigger opportunities. In 2019, he launched his own brands — Zhuojue cat litter, and Jiaxiang pet food and treats.

The true game changer, however, has been vertical integration. Wang is set to open a pet complex of 15,000 sq m in Anshan's economic development zone by this month that will include a "pet Walmart", a massive live-animal house, a breeding base, and a livestreaming hub.

Backing this expansion is a landmark joint venture with Liaoning Xin'an Holding Investment, a State-owned company in the city. Wang, who is executive director of the partnership, holds a 51 percent stake, with the city retaining 49 percent. This alliance provides capital, credibility and a mandate to standardize the fragmented industry.

"With the government involved, every product we sell must be 100 percent compliant. We're setting the standard," Wang said.

Greater exposure

Guo You, a 62-year-old retired steelworker, buys calcium supplements for his dogs at Wang's pet supply store. He has a monthly pension of around 5,000 yuan, but breeds dogs because he wants to keep active in retirement.

Guo began breeding dogs less than three years ago, focusing on small breeds like Shih Tzus and Yorkshire Terriers — a path that isn't easy. Like many breeders in Anshan, he struggles to get fair prices for his dogs, even those with good pedigrees.

"The ones with great looks still don't sell for much here," Guo said. "That's our biggest challenge."

The problem, Guo believes, lies in limited exposure. He currently sells through local dog markets and to occasional individual buyers, including livestreaming resellers who take a cut, so the pool of potential customers remains small.

Guo's story illustrates the gap between local breeders and major urban markets such as Shanghai, Beijing and Hangzhou, Zhejiang province, where demand is greater and prices are higher.

"If 10 people see a litter, versus 10,000, the price is definitely going to be different," Wang said.

His answer is the "01 Pet" app, which is scheduled to launch alongside his new complex. Named to symbolize starting from "zero" and aiming to be "No 1", the app is designed as a one-stop shop for live animal trading, breeding services and supplies. Wang says it addresses a critical gap in the market.

"Existing e-commerce platforms aren't built for live pets," he said. "We're creating an exclusive platform, which the industry lacks."

His vision extends far beyond the city. "We shouldn't just be playing in a small circle in Anshan," he said. "My dream is to see Chinese pets go global."

With 20 years in the pet industry, Wang has made a bold call for nationwide collaboration. He wants to consolidate talent and resources to build a stronger, more expansive pet platform that can compete not just locally, but globally. His vision is to go beyond what a small local team can accomplish alone.

"I hope people across China — those who can benefit from my experience and resources — will come to Anshan and explore how we can work together," he said.