China’s pet industry is entering a new phase of more sophisticated growth. As pets are increasingly regarded as integral family members, demand for premium products and ethical services has reached an all-time high. On 18 March 2026, JD Pet, a division of JD.com (also known as JINGDONG), joined forces with 48 leading organisations—including Royal Canin, Myfoodie, Pure Natural, Boehringer Ingelheim, Ringpai Pet Hospital, AllianzJD and People’s Insurance Company of China—to establish the Pet Industry Quality Ecosystem Alliance and drive this transformation.
The initiative represents the most ambitious collaborative effort in the history of China’s pet sector. By bridging manufacturing, retail, healthcare and insurance, the Alliance aims to remove industry barriers and create a transparent, high-standard experience for pet owners nationwide.
A vision for value-driven excellence
China’s pet market has evolved from a niche segment into a multi-billion-dollar powerhouse. However, rapid expansion requires a shift in focus from volume to long-term quality. In a joint open letter, Alliance members highlighted the need to move away from price-led competition towards “value-driven excellence”.
“Our industry is built on love and the sanctity of life,” the Alliance stated. “As professionals, we share a responsibility to ensure every pet receives the care it deserves and every owner enjoys complete peace of mind.”
Six pillars supporting quality growth
To enable high-quality development, JD Pet and its partners have introduced six key initiatives designed to reshape the pet care experience:
- Guaranteeing food safety and quality: JD Super is strengthening consumer trust with a “100x Compensation” pledge on its gold-label self-operated pet food. If ingredients are inconsistent with labelling or fail to meet national safety standards, customers will receive 100 times the purchase price. At the same time, JINGDONG Cross-border is using its global sourcing network to select products from 21 countries that meet AAFCO and IFS standards, ensuring authenticity at source.
- Standardising the live pet trade: To address the lack of transparency in online pet purchasing, JD Pet is launching the “Internet Enterprise Standard for Pet Trading”. This framework introduces strict requirements for health certification, genetic identification and ethical sourcing, ensuring pets are healthy and verified from selection through to delivery.
- Enhancing specialised logistics: JINGDONG Logistics is developing a dedicated pet transport network, including “Pet Houses” for transit, climate-controlled vehicles and trained care teams to monitor welfare and reduce stress throughout journeys.
- Integrating professional healthcare services: JD Health is building a “Consult–Test–Treat–Insure” ecosystem, offering access to licensed veterinary consultations, home testing kits and a wide range of medications. A “Refund if Ineffective” policy is also being introduced, alongside integration with more than 11,000 offline pet hospitals for seamless care.
- Advancing transparent insurance solutions: JD Insurance is launching a 365-day New Pet Medical Insurance plan, featuring direct settlement at 1,000 hospitals and full reimbursement ratios. JD.com is also working with major insurers—including PICC, CPIC, Ping An, AllianzJD and ZhongAn—to encourage simpler, more accessible insurance products.
- Expanding holistic life services: JD Home Services has expanded its offerings across multiple cities, including in-home feeding and medical-grade deep cleaning tailored to pet-owning households, helping integrate pet care into everyday life.
The Pet Industry Quality Ecosystem Alliance represents a firm commitment to the future of the sector. By aligning the interests of manufacturers, healthcare providers and retailers, JD.com is fostering a marketplace where quality-focused brands can thrive and consumers can shop with confidence. Protecting the wellbeing of pets ultimately safeguards the warmth and happiness of the homes they share.
