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BMW’s “pet love” campaign: Would you buy a BMW for your pet?

Key takeaways:

  • In an increased effort to target young buyers, BMW entices consumers to buy their luxury cars by tapping into the booming pet market.

  • BMW offers consumers the chance to win pet related products along with their special 3 years 0% interest deal!

  • There is a booming market for pet-related products and as highlighted through this campaign, even luxury cars are being purchased with people’s pet in mind.

China’s booming pet industry

China’s pet economy has been booming in recent years. According to the 2019 Chinese Pet Industry White Paper Consumer Report, cat and dog owners spent a staggering 201 billion RMB ($26 billion) on their 99.15 million pets.

One of the main reasons behind this trend is the country’s change in tone. Last year, the Ministry of Agriculture stated that cats and dogs are classified as domestic pets and not ‘livestock’.

Aside from a change in how dogs and cats are viewed, shifting social trends amongst young people have also contributed to the rising popularity of pets. Linked to the declining marriage rate, more young Chinese in their 20’s and 30’s are buying pets as a form of personal company. With more millennials delaying marriage and staying single many are seeking companionship with pets. In fact, around 41% of pet owners are young singles, with the majority being female.

Many have a desire to become ‘caring’ parents to their pets and so many are very eager to splurge money on an array of pet services. And so, jumping on this societal trend, BMW put cats and dogs at the forefront of their campaign.


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