In the bustling city of Shanghai, a unique business model is quickly gaining popularity. Paw, a self-proclaimed preschool for dogs, is leveraging a new trend among Chinese millennials who are increasingly viewing their pets as family members and investing more in their care and wellbeing.
A Day at Paw
Pets start arriving at Paw by 9 a.m. daily. Unlike traditional dog daycares where focus is put primarily on training or age-specific activities, Paw provides a varied schedule of activities suited to each dog’s needs and interests. The daily routine includes interactive games, challenges on obstacle courses, and even leisurely strolls on specially designed dog treadmills. The pups are also treated to freshly made snacks and calming nap times accompanied by soothing classical music played by a pianist. Pet owners can rest assured knowing their beloved companions are well taken care of and can pick them up at around 7 p.m.
Qian Yi, a regular patron of Paw, explained how she treats her one-year-old Border Collie, Harry, like a child. “We raise our dog like a child,” she said, adding that she spends approximately 4000 yuan (US $560) each month on Harry’s daycare, meals, grooming, swimming, and visits to dog parks.
Emerging Trend in China’s Pet Industry
The launch and growth of Paw reflects larger shifts in China’s consumer economy. Young, urban consumers are increasingly prioritizing spending on experiences and emotional fulfillment. This is particularly true in the pet care sector, where services like daycare, grooming, and training are seeing significant growth.
Pet Data, a local industry research firm, estimates the urban pet consumption market reached 312.6 billion yuan (US $46 billion) in 2025, with projections to exceed 405 billion yuan by 2028.
Paw’s founder, Jann Zhang, explains that the idea for this doggie preschool came about after he struggled to find help for his anxiety-ridden Golden Retriever, Fuzai. He felt that lack of socialization was the primary issue and wanted to provide a space where dogs could interact and play. He started Paw with less than 20 pups and has since grown his clientele to 200. He charges a daily fee ranging from 98 yuan to 138 yuan, depending on the size of the dog.
Questions & Answers
What is Paw?
Paw is a unique dog daycare business in Shanghai, China, that treats dogs as pupils, providing them with a variety of activities, socialization opportunities, and care services.
What services does Paw offer?
Paw offers a range of services including interactive games, obstacle courses, freshly made snacks, nap times with soothing music, and walks on specially designed dog treadmills.
How does Paw reflect larger trends in China’s consumer economy?
The rise and success of Paw mirrors a larger shift in China’s economy, where young, urban consumers are spending more on experiences and emotional fulfilment. In the pet care sector, this translates to growth in services like daycare, grooming, and training.
