It's a dog's life

As incomes rise, more people than ever can afford to lavish money and attention on man's best friend. But life could be much better for our canine companions in China

-----By Tracy Lee-Elrick

China's pet trade seems to have gone absolutely barking mad. There are 150 million pet dogs here, according to the National Kennel Club. In a recent Xinhua news report, Chairman of Zhongchong pet company Wang Decheng estimated that the industry is worth about RMB15 billion (US$1.85 billion) nationwide, while market research company Euromonitor puts the industry's annual growth rate at 15 percent.And no wonder: it's been said that many pet-related businesses enjoy profit margins exceeding 100 percent.Not surprisingly, MNCs and small-time entrepreneurs alike have decided to cash in, offering everything from internationally renowned brand name foods to clothing; grooming to acupuncture; boarding kennels to dog nannies paid more than your average ayi.

As the Chinese usher in the Year of the Dog, there's no doubt that canines will be getting a bigger paw up the popularity stakes. Already, major cities such as Beijing and Shanghai each boast dog populations nearing 1 million - which is incredible considering that during the Cultural Revolution, pets were banned.But the size and growth rate of the burgeoning pet industry seems all out of proportion with today's rather dog-unfriendly rules in China. Rover's not permitted on the streets between 7am and 8pm daily.Taking Baobei out for a walk in the park is not an option, much less any other public place. Compulsory canine registration costs anywhere from RMB1,000 in Beijing to RMB10,000 in Guangzhou (the average monthly income of an urban Chinese worker is only about RMB2,000, which is, incidentally, what it costs to register a dog in Shanghai). And if Snoopy stands taller than 35 cm at his shoulder? Sorry, you'll have to find someplace else to live outside the city.

Still, people are still willing to fork out RMB25,000 for a chocolate poodle puppy to bring home, before dressing him in RMB1,500 custom-tailored couture.

From a business perspective, if China's dog owners can't get out much with their pets, they'll probably stay in with a pirated DVDs, or have friends over for a home-cooked meal.

Now, that's A LOT of money-making opportunities lost for those in the lifestyle and entertainment industry. From a developmental perspective, every world-class cosmopolis, from Paris to Melbourne, allows dogs into most human spaces without inconveniencing the general public.Now, I'm not advocating letting China's 150 million pooches invade pedestrian areas, restaurants and parks overnight. Its cities are already bursting at the seams with humans. But for starters, how about a "Dog Concession" modeled along the likes of Shanghai's showpiece lifestyle hub, Xintiandi? For safety and health reasons, allow entry into "Xintiandog" on the basis of whether the animal is microchipped and properly registered, and has a flea collar and vaccination papers to show - that should encourage more pet owners to register their illegal pets, resulting in more money for government coffers.

The F&B outlets might or might not serve canine cuisine - but finally, a dog lover is free to eat, drink and make merry in public while enjoying his pet's company as well as that of his human buddies.Build a dog run/obstacle course so Tinker can work offall that excess energy after having been cooped up ina tiny apartment his entire life (you can probably charge an extra entry fee for that).Hold crowd-drawing events such as dog shows, canine grooming and etiquette workshops, obedience classes by internationally renowned trainers, and even pet karaoke contests (once again, charge entry fees, and think about those sponsorship deals flooding in from pet food companies!). And since the wellness industry is booming, why not throw in a holistic dog spa while you're at it, offering quirkier treatments than the usual wash, cut and blow-dry? There's also "Doga" - yoga you can do with your dog. Don't scoff - the books and exercise DVDs are already sold in the US and Japan. Get one of those makeover/glamour photo companies to diversify into owner-dog look-alike portraits instead. Really, the possibilities for profit are endless.Sound elitist, bourgeois, pretentious and decadent?Of course. But that's what critics said when the idea of Xintiandi was first mooted. It's since become a favorite hangout for well-heeled locals and foreigners alike, and a blueprint for the development of future entertainment hubs. I'm sure Xintiandog will be a howling success. I just hope it happens in the lifetime of my 10-week-old miniature schnauzer, Doug.

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