With the increasingly prosperous pet economy in recent years, various categories have emerged.From freeze-dried snacks, smart cat litter boxes to pet strollers and cooling mats, almost every corner you can think of has people fiercely competing.

Amid this wave, one brand stands out particularly——Lesure Pet.

 

Image source:Lesure Pet

As a leading pet brand on Amazon, it is equally unstoppable onTuke. According to data, Lesure Pet's total brand GMV has reached$5.314 million, and in just the past28days,Tuke store sales exceeded10,500 units, with sales reaching$294,800.

In just a few years, how did it manage to capture the hearts of overseas pet owners?

 

Image source:Fastmoss

Pets: The Disruptor of the “Human-Pet Coexistence” Era

According to public information, Lesure Pet belongs to the multi-brand matrix of Shangbai Global.

Within this matrix, Bedsure focuses on mass home textiles, Harmati makes furniture, bbpark does baby and children’s products, while Lesure Pet specializes in the intersection of “pet + home”: pet beds and mats, pet sofas, pet blankets, pet carriers (airline crates/outdoor bags), cat trees, etc.

 

Image source:bedsurehome

The brand's official positioning statement is“a modern pet lifestyle brand dedicated to elevating everyday life for pets and their owners”, with core selling points focused on three words: comfort, design (integration into home environment), and safety (tested by Intertek-certified internal labs).

This actually precisely hits a very key turning point in the overseas pet consumption market: pets are no longer just kept in the backyard/corner, they sleep next to the master bedroom, on the sofa, and are even allowed on the bed.

When pets are deeply embedded in the family living space, “Can pet supplies match my home decor style?” becomes a real purchase decision factor. This is exactly the differentiation that a team with a home textile background excels at—fabric texture, pattern structure, aesthetic of colors, durability testing—these are Lesure Pet’s natural strengths.

 

Image source:Lesure Pet

The Industry Environment: A Booster for the Brand

Discussing a brand case cannot be separated from the industry fundamentals.Lesure Pet’s growth is largely due to the compounded external advantages.

According to Research and Markets data, the global pet products market size will be about $156.98 billion in 2025, expected to grow to $174.92 billion in 2026, with a CAGR of 11.4%. A significant trend has emerged: value growth far exceeds volume growth, and premiumization has become the core driver.

Meanwhile, China’s supply chain advantage is shifting towards brand output. According to industry statistics, China’s pet supplies exports have maintained a growth rate of over 20% for three consecutive years. In the past, domestic factories only did OEM for overseas big brands; now, everyone is turning the ship around, using more cost-effective and innovative independent brands to feed the global market.

Lesure Pet’s success precisely proves that the path of “China supply chain + global content e-commerce” is completely feasible.

 

Image source:Research and Market

How is the Tuke battlefield actually fought?

Many people’s understanding ofTuke is still stuck at the stage of finding big influencers to shoot a video and attach a link,but this is precisely why most brands fail.Lesure Pet’s approach on Tuke is not about chasing top influencers, but about building a system.

－Mid-tier Influencer Matrix: Precisely Targeting Pet Vertical Circles

Lesure Pet’s strategy in influencer selection is very clear. From the 62% share of sales channels, it’s evident that influencer-driven sales are the core engine of its Tuke conversion.

 

Image source:fastmoss

Specifically, the brand does not crowd around those top influencers with millions or tens of millions of followers, but mainly focuses on mid-tier influencers with around 100,000 followers, strictly selecting content creators in the pet vertical (dog/cat care).

The benefits of this approach are obvious. The fan profile of mid-tier influencers is usually very vertical; most followers are genuinely interested in pet care and pet products and have real purchasing power. By reaching target groups through these influencers, every dollar spent is more directly aimed at potential buyers, rather than wasted on general entertainment traffic.

 

Image source:kalodata

Among the many influencers cooperating,@goldendealsforyou is a very worthy case to analyze.

This influencer posted a short video recommending Lesuredog bed, with over6.7million views on a single video. According to third-party data estimates, this single video brought an estimated sales of$41,500.

 

Image source:kalodata

The structure of this video is very classic, divided into two scene parts::

First part: Two Rottweilers and one Golden Retriever squeeze onto the largest dog bed, the influencer points out their weights (each over40kg), visually demonstrating the bed’s support capacity;

Second part: The influencer zooms in on the thickness and resilience of the mattress, explaining its support for large dogs’ joints, repeatedly recommending“choose the largest size”, and clearly gives “over 30% discount + free shipping” at the end.

The whole video uses the most direct pain point scenario plus clear benefits, completing the closed loop from seeding to conversion.

 

Image source:fastmoss

－Self-operated Account: Long-term Daily Live Streaming

Besides the influencer matrix,Lesure Pet also pays great attention to operating its own Tuke account, especially continuous investment in live streaming.

Theydid not pursue flashy variety-style live streaming, but adopted the“Daily Live” strategy—high frequency, stable rhythm daily live streaming, turning the live room into a fixed window where users can drop in anytime to browse and learn about products.

 

Image source:kalodata

According to data, in the past30 days (April 28, 2026 to May 27, 2026), the brand’s self-operated account live streaming sales reached $23,800, with cumulative views of 156,100.

Take the “Litter Box Mega Deal!!” themed live stream on May 27 as an example: 3 hours attracted 2,739 views and sales of $1,119.01.

This continuous and stable daily live streaming not only receives traffic from influencer videos, but also gradually builds the brand’s private domain conversion capability.

 

Image source:kalodata

Going abroad has never been the exclusive domain of big companies

Looking atLesure Pet’s growth path, we can clearly see a shortcut for Chinese brands going abroad: use a strong flexible supply chain to build a product moat, then use Tuke and other interest e-commerce platforms to “recommend” products to the world.

As the threshold for digital trade continues to fall, the overseas market still offers huge space for domestic players. Whether it’s smart hardware or home goods, as long as you understand products and marketing, you can find your place in the overseas market.

We often say that building a brand is a long-term commitment. But in this era of globalization, opportunities are often reserved for those Chinese companies who dare to take the first step. Facing the fiercely competitive overseas market, don’t fear it—actively understand it, integrate into it, and perhaps this is the most effective antidote to break the internal competition.