Economic Development and Marketing Strategies in a Blue Ocean Industry: Example of The Chinese Pet Market

Siyu Yang ()
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Siyu Yang: Aquinas International Academy

A chapter in Proceedings of the 2025 International Conference on Hybrid Commerce, Human Capital, and Economic Dynamics (ICHCH 2025), 2026, pp 565-571 from Springer

Abstract: Abstract With the increasing number of people who own pets in recent years, China’s pet market size has exhibited a growing trend, forming a blue ocean industry with a bright prospect. Based on market data from 2015-2023, this study uses the AutoRegressive Integrated Moving Average (ARIMA) time series model to analyze historical market data from 2015 to 2023 and generate forecasts for the future development of China’s pet industry. The results show that although the growth rate of the market will slow down slightly in the next few years, the overall scale will still expand steadily. To complement the statistical market forecast, this study further proposes strategic directions in marketing, particularly emphasizing the role of social media platforms such as Xiaohongshu, Douyin, and Bilibili in shaping consumer behavior and purchasing decisions. These platforms have become critical marketing tools in the digital era, especially for younger people who dominate pet ownership trends. On this basis, this study proposes a marketing strategy to promote the development of the pet industry in combination with social media.

Keywords: Pet economy; ARIMA model; Blue ocean strategy; Market forecasting; Social media marketing (search for similar items in EconPapers)
Date: 2026
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DOI: 10.2991/978-2-38476-585-0_63

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