A Store for Good Doggos: Marsmart is a Pet Haven in THE BOX
"Wonder which furry friend I'm taking for a stroll today?" muses Wang Jingqi, co-founder of the fresh-off-the-press Marsmart pet shop nestled in THE BOX Youth Energy Center near Dongdaqiao. This is their sophomore store, with the maiden venture setting roots in Baiziwan the previous year. Wang, 28, is a proud "dog mom" and custodian of six adorable canines. Her journey into canine companionship commenced in 2015 during her studies in the US, where she whisked her puppy, not yet a year old, aboard a plane bound for the States.
This cross-continental escapade granted Wang a distinct lens into China's pet economy. Wang vividly recalls enrolling her puppy in classes instructing owners on optimal pet care while in the US. She even earned a token gift and a graduation certificate upon course completion. "It really felt as though I was raising a child," she reflects.
According to iiMedia Research, China's pet economy is expected to reach a staggering RMB 592.8 billion by 2023, following a growth rate of 20.2 percent from 2015 to 2020. Observing this booming market, Wang saw an untapped opportunity as more and more young people began showering their pets with affection and resources. It was then she decided to diverge from her initial career path in education and technology and venture into pet retail. Teaming up with three former professionals from the nightclub and music festival industry, the concept of Marsmart was born.
The origin of the name Marsmart carries with it a whimsical tale. Wang explained that one of the founders suggested the name based on the idea of humans colonizing Mars within the next half-century. They envisioned a supermarket that functioned as a transfer station between Mars and Earth, inspired by a narrative where a dog observes that all pets are treated equally on Mars. They hoped Marsmart would embody this notion of equality for humans and pets alike.
Stepping into Marsmart feels like a sudden teleportation to Mars where pets reign supreme. This ethos is not only reflected in Marsmart’s striking orange interior but also in the eclectic assortment of snacks on offer. From cheeseburgers and durian-flavored treats for pets to cheeses infused with parsley, the range is truly expansive.
The store also boasts a vibrant collection of pet costumes, water fountains, and bathtubs. "We aim to make pets feel like they're the ones shopping. Notice how toys are placed at a lower eye level? Dogs can literally pick their own toys," Wang explains.
Marsmart's pet-focused ethos shines through their ads seeking kittens or puppies to serve as "working pets" who greet customers. "We usually provide job descriptions outlining these pets' roles. We even hire 'security dogs' to oversee the stocks. They must maintain an upright and serious demeanor," Wang reveals.
Despite Gen Z's digital nativism, Wang emphasizes their craving for face-to-face interaction. In response, Marsmart frequently organizes offline dog parties for pets and their owners. It's not unusual to spot pet owners of the same breed gathering outside the shop or to stumble upon a mini dachshund club indulging in monthly shopping sprees or birthday celebrations.
Wang has noticed a shift in Beijing's pet culture, with more young people living alone and turning to pets for companionship. Statistics from ACUITY reveal 40 percent of pet owners in Beijing are younger, from the ages of 28 to 38. Plus, pet ownership is big in the capital, where one out of every eight individuals is a proud pet owner. The monthly turnover of Marsmart's two physical stores has skyrocketed to an impressive 1.8 million, a surge Wang attributes to young people seeking emotional support as they juggle their professional lives.
Currently, Wang is brewing plans to propagate pet-centric ideologies further in the capital. She is contemplating partnering with a venue to launch a dog-focused haven where dogs can relish in lavish baths reminiscent of the Roman Empire's grandeur. It appears that Beijing is poised to witness a proliferation of Wang's pet-friendly initiatives unfurling across the urban landscape soon!
Marsmart
Room 01, Floor 1, No. 12 Chaoyangmenwai Street, Chaoyang district
朝阳区朝阳门外大街12号1层01室
Hours: 11am-8.30pm
Phone: 13161920676
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Images: Irene Li
