Page 50 - PET worldwide issue 04/2022

Events

Campaign to

empower pet stores

The 40 000+ pet stores in China are still struggling with unprec-
edented challenges. That’s the reason why Cips launched the

“Empowering China Pet Retailers” campaign .

According to a 2020 survey under- ing have increased respectively and niche classes, for example on
taken by the China International by 96.6 per cent, 25.5 per cent bakery, photography, healthcare,
Pet Show (Cips) on pet stores in and 116.7 per cent compared etc. The first group of 25 teachers
China, 45.5 per cent shut down with the previous year. have finished their training and
their business, 31.8 per cent short- The survival and success of have started classes in various
ened business hours, and 20.5 pet stores plays a key role in the cities. The organiser expects a
per cent shifted to online sales. post-pandemic recovery period. team of 100 teachers to join the
Some signs of recovery ap- In April, Cips launched the “Em- campaign in the next couple of
peared in 2021. According to pet- powering 10 000 China Pet Re- months.
data.cn, pet owners placed more tailers” campaign. Training semi- This will be the biggest cam-
service orders with pet stores. nars have been held in 6 cities so paign to empower pet stores
Grooming and skin care still tops far and plans are in place to hold so far and in the years to come.
all the services, with a 31.7 per 200 seminars and events before “The seminars differ in size, from
cent increase from 2020. The de- the end of the year. a dozen groomers to hundreds of
mand for photography services, The campaign is also a stra- participants. It is not a once for
amusement centres and train- tegic move by Cips to enhance all event, but a continuous sys-
its domestic buyers’ network in tematic training process,” said
China. Lu Peng, GM of Cips. She be-
Cips 2022 will be held both lieves a healthy and sustainable
online and offline from 17 to 20 retailing system is what China
November in Guangzhou, China. desperately needs now.
Pet store services render
A successful campaign them different from online e-
The campaign’s key activity is commerce sales, which focus
the fine grooming and skin care more on products. Pet owners
seminar, which includes lectures need person-to-person commu-
and practice to improve the skills nication now more than at any
of pet store groomers. The system- time previously. Based on spe-
atic training is designed especially cial needs in different cities, the
for pet stores to meet customers’ organiser may add cat shows, or
needs and increase their return grooming contests, or both. More
on service. Besides content on than 400 store owners and lead-
grooming and skin care, the sem- ing groomers have participated
inar also includes store manage- in the seminars.
The campaign’s key activity is the fine grooming and skin care seminar. ment skills, marketing techniques n

50 PET worldwide 4|2022

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