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The Zeze Phenomenon
In Wenqiao Town, Zhejiang, lies Huamao Crafts – a company whose pet brand Zeze dominates China’s “furry friends” market. With 200,000 annual sales for their pine-shaped cat beds, sold-out KFC collab toys, and viral Pizza Hut pet pizza tunnels, Zeze has become an industry leader through one philosophy: design through a cat’s perspective.
Key Highlights:
✅ Product Innovation
Pine Tree Cat Bed Series: Combines aesthetics with feline instincts – scratch-friendly jute "trunks," detachable seasonal cushions, and catnip-filled hanging ornaments.
Holiday Editions: Festive designs with blessings like "Peace & Joy" doubled as cultural gifts for pet parents.
Monthly 100+ New Designs: A 20-member design team (all cat owners) creates trend-driven products from pool floats to beer-themed toys.
✅ Market Dominance
China’s #1 cat tree manufacturer with annual export volumes ranking Top 10 in Taizhou.
2019-2024: Strategic partnerships with Sam’s Club, cross-border collabs (KFC, Pizza Hut, 3CE), and viral restaurant co-branding (Tai Er Pickled Fish, 1-Dian Dian Milk Tea).
2023 production value: 160 million RMB (1/3 from domestic market).
✅ Humanization Strategy
“Pets are family. If human kids get toys and clothes, cats deserve the same,” says CEO Wang Huajun. Zeze’s success stems from blending emotional design (“products cats love”) with cultural resonance (“products owners want to display”).
✅ Industry Insights
China’s pet market hit 279.3 billion RMB in 2023, with 446 million pets expected by 2024.
Zeze pioneered China’s pet product manufacturing since 2000, transitioning from OEM to a global lifestyle brand.