Our Standards & Sourcing Principles
Why XueQiu Pets exists, the five red lines a product must not cross, and the four questions every product answers before we develop it.
Good care
compounds.
A pet’s health is not bought in one large gesture. It accumulates out of small things: a clean water bowl, a brush that suits the coat, a mat that does not slide, a litter tray changed on time. Each is unremarkable on its own. Rolled together, they are an animal’s whole life.
Make every small thing in a pet’s day worth trusting.
Supplies are not food. There is no dramatic efficacy story to tell here, and we will not invent one. The whole value of this category is being reliable on an ordinary Tuesday, and then again on the Tuesday after that. Our ambition is narrow on purpose: to become the brand a household re-orders without having to think about it.
We have seen a lot of love applied too hard.
Toys abandoned three days after they arrive. Clothing that catches around a neck. Bedding that loses its shape the first time it is washed. The things that decide whether a pet lives well are rarely the expensive ones. They are the ones it meets every single day — a bowl that does not slide, a brush that feels right in the hand, a mat that actually washes clean.
XueQiu Pets makes those things, and only those things. We believe care behaves like a snowball: do a little better today, a little better again tomorrow, and it rolls up across an animal’s life into something healthy and at ease.
Small things, every day.
Three things the word already carries.
XueQiu means snowball. We chose it because it needs no explanation — it works on three levels at once, and the middle one is the one we build the company on.
Written as things we will not do.
When pet supplies go wrong it is usually not because they were not good enough. It is because they should never have been made that way. So our values are recorded as vetoes rather than adjectives — each one can actually stop a product.
Every product answers four questions first.
A product has to pass all four before we will develop it. We publish them because publishing them is the point: a standard nobody can check is not a standard.
A snowball, still rolling.
The symbol is an open ring whose stroke thickens as it travels: a circle for the snowball, a growing weight for the way small things accumulate, an unclosed gap for a journey still under way. The wordmark is set in the same typeface as this page, so the identity and the writing are one system.
A brand willing to tell you not to buy.
We keep a public list of categories we have decided against — tight-fitting pet clothing and poor-quality retractable leads among them. A brand that is willing to talk you out of a purchase is worth listening to when it does recommend something. That is the whole reason the list exists.
We never promise that a supply item treats a condition
Wangzian — Founder
I live with animals, so this catalogue starts from the floor of a real home rather than a spec sheet. The bowl that gets nudged across the tiles at six in the morning. The fountain that has to be taken apart and scrubbed, so if it is awkward to open it simply stops being cleaned. The mat that has to survive being walked over with wet paws, over and over, and still wash clean.
That is the test I apply before anything is listed. Not whether it photographs well, but whether it still makes sense on the fortieth morning. Most pet supplies are bought once in enthusiasm and then quietly abandoned in a cupboard — usually because nobody asked what daily use would actually be like.
So the catalogue is assembled the way an owner would judge it: what is actually known about a product, and what is still only claimed. I would rather be the experienced neighbour who tells you something is not worth buying than the salesperson behind a counter who recommends everything.
Evidence before claims
Content reviewed: