As a key player in China's pet supplies industry, Hengjie Group has been ramping up its investment in the cross-border pet market, with a strategic layout of the Catking brand in Southeast Asia while promoting its own flagship brand Hengjie globally. For 2026, the group reaffirms its dual focus on upgrading cat litter quality and expanding overseas market reach, committed to delivering high-quality, eco-friendly cat litter products to consumers and partners worldwide with demand for premium pet supplies.
Against the backdrop of the booming global pet economy—especially the Southeast Asian pet market which has exceeded a scale of 20 billion US dollars with an annual growth rate of 15%—Hengjie Group has identified the huge potential of emerging cross-border markets and launched in-depth localized layout. The brand Catking, tailored for the Southeast Asian market, is developed to fit the regional consumption characteristics: in line with the mainstream demand for tofu cat litter, small apartment-adapted specifications and high antibacterial performance in the region, the brand has realized targeted product R&D and market operation, quickly gaining recognition from local pet owners and distributors.
While laying out Catking in Southeast Asia, Hengjie Group is also accelerating the global promotion of its self-owned brand Hengjie. Leveraging its professional strength in cat litter R&D and production, the group has won wide acclaim from international customers for its excellent product performance in clumping, deodorization and eco-friendly material application. At major international pet industry exhibitions such as the Asian Pet Fair, Hengjie's cat litter products have attracted inquiries and cooperation intentions from foreign merchants from more than 20 countries and regions including the US, the UK, Thailand and Malaysia, with a steady stream of on-site orders, fully demonstrating the international competitiveness of the Hengjie brand.
For 2026, Hengjie Group sets product quality as the core of its development and overseas market expansion as the key strategy. The group will continue to upgrade the quality system of cat litter products, focusing on optimizing core performance indicators such as low dust, strong clumping and biodegradability, and adhering to the development concept of environmental protection throughout the production and R&D process—using sustainable raw materials and green manufacturing processes to reduce the carbon footprint of products, in line with the global consumer trend of paying a premium for eco-friendly pet supplies. Meanwhile, Hengjie will further expand its overseas channel layout, covering more emerging markets on the basis of consolidating its presence in Southeast Asia, Europe, America and the Middle East, and building a more efficient cross-border supply chain and sales network to ensure that high-quality eco-friendly cat litter can be delivered to every customer in need around the world.
A representative of Hengjie Group stated that the group's cross-border layout is not only about "selling products" but also about "building brands and delivering values". By combining the localized operation of Catking and the global promotion of Hengjie, the group aims to take root in the international pet market with high-quality products and environmental protection concepts, and strive to become a benchmark for Chinese pet supplies enterprises going global, contributing to the high-quality development of the global pet industry.
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