A staff member grooms a cat at East China's first pet waiting lounge, which opened at Hangzhou International Airport on Aug 28. [Photo/IC]

Zhejiang's pet economy is entering a new growth phase, with the province's pet-owning household penetration rate reaching 31.2 percent and about 7.8 million pets now part of local families, according to newly released provincial guidelines on boosting the sector.

China's urban pet dog and cat population has exceeded 120 million, and Zhejiang is among the country's most active pet markets. Consumption has expanded well beyond food, grooming, vet care, and toys to include pet-friendly tourism, exhibitions, lifestyle services, and companionship offerings.

The boom is reflected in business growth. Over the past decade, the number of newly registered pet-related enterprises nationwide has surged several dozen times. Zhejiang alone is home to more than 320,000 market entities in the sector, with total output reaching 54 billion yuan (7.63 billion).

Among the standout players is Nice Group, which is rapidly transforming into a pet-related manufacturing company. Its pet food smart factory in Lishui's Liandu district — set to become the largest single-site pet food facility in Asia — is nearing structural completion.

Phase I is expected to begin production by mid-2026, with an annual output of 100,000 metric tons of cat and dog food. The company is investing billions of yuan into research, ecosystem building, brand incubation, and market expansion, and now operates across pet supplies, food, and pharmaceuticals.

By 2030, Zhejiang aims to become a national hub for pet-industry innovation, a leading producer of pet food brands, and a stronghold for pet supplies manufacturing, targeting a local pet consumption market exceeding 50 billion yuan.

Tourism is also evolving to meet demand. In Anji, Huzhou, several trendy campsites have launched pet rafting, pet matchmaking events, and other experiences that have quickly gained traction.

The county has developed standards for pet-friendly tourism, including hotels and campsites, and now hosts 17 pet-friendly A-level scenic spots and 109 pet-friendly homestays. Plans are underway to introduce high-speed rail pet travel facilities and dedicated pet-friendly bus routes, making "traveling with pets" more accessible for residents and visitors alike.