The "Spring Festival" Dog Travel Group: Unveiling the Secret Behind the Continuous Surge of the Pet Economy

On a bus, 15 puppies. Photo by Duren Wei

As China’s pet consumption market officially surpasses 300 billion yuan, an undeniable fact is now clear: cats and dogs are transforming from traditional “companionship animals” into indispensable family members in modern households, becoming increasingly important new roles in urban public spaces and social life.

From pet food processing and high-end outdoor pet supplies to pet traditional Chinese medicine therapy, behavioral training, and emotional counseling, each segmented track is rapidly emerging, forming a vast and detailed new pet economy ecosystem.

During this year’s Spring Festival holiday, I personally participated in a lively dog travel group. In a one-day itinerary, we can clearly glimpse the current real consumer demands, industry pain points, and social acceptance of traveling with pets—on one side, explosive business opportunities; on the other, a gradually improving pet-friendly environment. Behind all consumption and services lies a deep human desire for emotional value, healing companionship, and emotional attachment, which is the true core driving the pet economy’s continuous rapid growth.

Unlimited Business Opportunities Behind Dogs Going Out

The two-person, one-dog trip I experienced aimed at a lakeside park about two hours from Shanghai by car. The group fee was about 500 yuan, including transportation, guided routes, and photography services.

The bus departed on the third day of the Lunar New Year, with 17 families/individuals bringing along 15 dogs. The tour guide explained that during the Spring Festival, the group size was slightly higher than usual, but regular departures could generally guarantee around 10 dogs and their owners traveling together, more than half of whom were repeat customers.

From the start of the trip, invisible consumer demands emerged one after another. Many people were driven to the meeting point by family members or searched for parking themselves; a woman who arrived by taxi admitted that pet-specific ride-hailing was in high demand during the holiday, and she waited a long time.

In fact, pet-specific ride-hailing in China only began to spread around the end of 2024. Previously, traveling with pets was often refused by taxis, and giving drivers red envelopes or switching to platforms like Huolala was a common workaround. Later, Didi launched pet-specific cars and pet express services in over 300 cities nationwide, with costs only slightly higher than regular taxis. Yet, many dog owners still report limited vehicle availability and high-frequency pain points for traveling with pets.

Once on the bus, several puppies immediately started arguing due to the unfamiliar environment, barking loudly. Calming a puppy is no easier than soothing a crying baby. However, the accompanying owners were evidently experienced: they had snacks, treat balls, emotional calming sprays, pet backpacks, and other essentials ready.

Two puppies had a conflict

With the boost from social media, pet supplies have long expanded beyond basic categories like dog food, treats, and toys. Scene-specific needs such as pet nutritional meals, grooming, behavioral training, and emotional counseling have formed independent consumption tracks, gradually becoming essential for pet-owning families.

Taking Shanghai as an example, there are now specialized studios in suburban areas focusing on dog behavior correction and stress relief for cats, offering one-on-one in-home or on-site training for issues like separation anxiety and social barriers, often at a high price.

Midway through the trip, some puppies showed signs of motion sickness and vomiting. Owners quickly used portable trash bags and pet wipes to clean up, then put on eye masks and administered motion sickness medicine. The smooth operation of these procedures indicates that the pet healthcare market is rapidly maturing.

A manager at a pet Chinese medicine clinic in Pudong Qiantan explained that some veterinary colleges now offer courses in traditional Chinese veterinary medicine, catering to the trend of “preventive health” for pets. Many industry insiders also admit that the domestic pet medical market is still a blue ocean, with a significant talent gap. Products like veterinary drugs and vaccines are mainly imported. As the market continues to expand, this field will become a new growth point for China’s pharmaceutical industry.

Pet-Friendly or Pet-Tolerant?

After arriving at the lakeside park, the guide explained that the core area with the best scenery by the lake does not allow pets. In fact, most scenic spots in China cannot meet the needs of pet owners. Areas that are relatively tolerant of pets often lack basic supporting facilities, making it difficult to plan a mature pet-friendly route.

Nevertheless, those willing to join pet travel groups are accustomed to prioritizing their dogs’ needs. One parent told me they prepare plenty of water and dry food before traveling. “This route is in a city park, so there are convenience stores. Last time I joined a mountain-climbing group, we were in the wild, and with insufficient supplies, we had to go hungry.”

Travel time is also allocated with this “giving way” in mind. The entire itinerary is less than 10 kilometers. While there are many human check-in points, large lawns and open spaces suitable for dogs to run are allocated more than one-third of the total time.

Meanwhile, society’s acceptance of pets has significantly increased amid the pet economy boom. During the Spring Festival, with many tourists and frequent interactions with crowds, many parents with children showed curiosity and affection toward dogs rather than fear or rejection.

The guide said all participating dogs must be vaccinated and have dog licenses, establishing rules first to prevent conflicts. “So far, our pet-included groups have generally been accepted by the public, and we haven’t encountered serious unpleasant incidents.”

A one-day pet travel group is just a microcosm of pet-friendly life. On social media, posts about staying in pet-friendly hotels, shopping malls, and other experiences continually raise the standard of “pet friendliness.”

In Shanghai, many commercial districts and landmarks have labeled themselves as pet-friendly, but the experience varies greatly: areas like Panlong Tiandi in Qingpu and EKA Tianwu in Pudong are considered truly friendly, allowing pets into open streets and inside malls, with most restaurants and retail stores permitting pets. However, some malls, while seemingly allowing pets, impose restrictions on height, size, and breed, and do not allow pets inside specific stores, making them “pseudo-friendly.”

This year, some temples in Shanghai also tried to label themselves as welcoming pets, but many visitors found the experience “too restrictive and full of limitations.” One tourist said that coexisting with pets requires mutual understanding, and both those who like and dislike pets should be respected. However, commercial venues should not use pet-friendly labels as marketing gimmicks while imposing restrictions that make the reality far from the promise.

The Mutual Journey in the Frame, Hidden in the Most Expensive Companionship

On the lawn of the lakeside park that day, the busiest weren’t the dogs running around, but their owners constantly holding up phones and cameras. The guide’s shots moved through the scene, focusing, capturing, adjusting angles—just to preserve the moments of dogs jumping, rolling, and gazing into their owners’ eyes. I noticed that in this trip, scenery was just a background; the real stars were the dogs and the camera.

Almost every owner had a set of “photo gear”: coordinated leashes, stylish harnesses, photogenic pet outfits—some even pre-groomed their dogs for the occasion.

They crouched down to frame shots with their dogs, used treats to guide their gaze, and took nearly a thousand photos during the trip, with fewer than ten featuring themselves. Editing, captions, sharing on Moments and Xiaohongshu are essential parts of the experience.

Today, traveling with pets on social platforms has become a traffic secret. From pet-friendly malls to rural trails, from camping sites to lakeside parks, owners check in, take photos, and share—essentially expressing their emotions publicly. Especially for singles, DINK families, and empty nesters, pets have long transcended the category of “pets” to become family members, children, and spiritual anchors. Traveling with dogs isn’t just about sightseeing; it’s about creating shared memories with “family.”

Therefore, people are willing to pay for pet-specific ride-hailing, customized group fees, exquisite supplies, and healthcare—ultimately, paying for this irreplaceable emotional connection. The rapid popularity of pet travel photography, pet portraits, pet-themed camping, and pet afternoon teas also confirms a fact: the core of the pet economy has shifted from “feeding” to “emotional fulfillment.” When a dog looks at its owner with wet eyes and gently nudges their palm, the healing and happiness humans gain from this relationship far surpass material value.

(Article source: Shangguan News)