With the deepening of online consumption habits, e-commerce platforms have become the core channel for the sales of pet rubber toys. During the "Double Eleven" period in 2025, the sales of pet toys on platforms such as JD.com and Tmall will increase by over 40% year-on-year, with rubber products accounting for over 60%. New models such as live streaming sales and short video seeding help brands quickly reach consumers and drive sustained sales growth. The current online channels have formed a comprehensive matrix of "comprehensive e-commerce+social platforms". Tmall and JD.com have become the core battlefield for mid to high end rubber toys with quality endorsement and next day delivery services, often improving conversion through activities such as "Pet Festival" promotions and discounts on gifts; While social platforms such as Tiktok and TikTok rely on the advantages of content to generate strong potential. Pet experts can easily achieve the closed-loop of "content grass planting - instant transformation" by sharing interactive short videos of cute pets and rubber toys, or by live broadcasting the bite resistance and safety of measured products. A brand's rubber toy with voice function soared by 190% in seven days with the help of TikTok videos.
It is worth noting that the trend of "emotional consumption" dominated by Generation Z pet owners is deeply penetrating the rubber toy category through e-commerce platforms. Brands leverage e-commerce channels to launch customized services, such as rubber toys with pet names engraved on them, themed gift boxes, etc., to increase profits through emotional premiums; At the same time, relying on platform data to accurately match needs, we have launched a "toy set" for novice pet raising scenarios, and laid out products such as rubber kneading music that can be kneaded for decompression needs, accurately targeting user pain points. In addition, cross-border e-commerce channels have also performed well. Domestic enterprises have sold cost-effective rubber toys to Southeast Asia through local warehouse mo
dels on platforms such as Shopee and Lazada, and combined with localized live streaming operations, further expanding the growth space of the online market.
