I. Market Dilemma: Breached Safety Bottom Line and Intensified Homogenization InvolvementCurrently, the
pet nail clipper market lacks unified safety standards. Low entry barriers have led to the proliferation of "three-no products" (products without a manufacturer, production date, or quality certificate). According to a 2025 report by a third-party testing agency, 68% of pet nail clippers sold online do not have the "anti-blood vessel injury" certification, and 32% of the sampled products have issues such as excessively sharp cutting edges and easily breakable handles. Data from an e-commerce platform shows that complaints related to "pet blood vessel injury caused by nail clipping" increased by 45% compared with 2024, of which more than 80% were caused by low-cost products without safety certifications, seriously undermining consumer trust.
Most brands focus on the "basic clipping" function, resulting in highly similar product appearances and materials. Market research shows that pet nail clippers priced below 100 yuan (RMB) account for 75% of the market, and more than 60% of these products only differ in color, with no innovation in core functions. To seize market share, some enterprises have pressed their gross profit margins below 8%, and even cut safety-related costs such as anti-slip handles and limiting devices, forming a vicious cycle of "low price → reduced configuration → negative reviews → further price cuts".
Leading brands have taken the lead in laying out safety standard construction, setting examples for the industry. The brand "Chonghuyou" (Pet Care Excellence) has jointly developed the Safety Technical Specifications for Pet Nail Clippers with veterinary institutions. The specifications require products to pass 6 certifications, including "cutting edge fillet test" and "anti-slip performance test", and each product must be labeled with "applicable pet weight/age". After the launch of this product series, complaints dropped by 92%, and sales exceeded similar products by 3 times. In addition, some enterprises are promoting "third-party veterinary certification" and printing certification marks on product packaging. Data shows that for pet nail clippers with veterinary certification, the consumer decision-making cycle is shortened by 60%, and the repurchase rate is increased by 25%.
Amid the homogenization dilemma, customized nail clippers have become a key tool for brands to break through—they not only meet segmented needs but also avoid low-price competition. The emerging brand "Zhaoyi Customization" (Claw Art Customization) has launched a "breed-specific customization service": it designs curved cutting edges for short-haired cats (to fit their compact claw shape), equips large dogs with extended anti-slip handles (for easier force application), and even supports users to customize pet name engraving and exclusive fur-color coating. The repurchase rate of this product series reaches 40%, far higher than the industry average of 15%. Corporate-end customization is also impressive: "Chonghuyou" customizes nail clippers with brand logos for pet hospitals and chain pet stores, and matches them with care manuals as customer gifts. In 2025, customized orders accounted for 30% of its total orders, with a gross profit margin 18 percentage points higher than that of regular models. Customized nail clippers not only solve the pain point of "poor adaptability of universal models" but also enhance product added value through a "sense of exclusivity", becoming a core weapon for differentiated competition.
To break away from low-price competition, it is also necessary to establish trust connections with users through channels. "Chonghuyou" has cooperated with offline pet hospitals to launch "nail clipping teaching + product experience" activities. Veterinarians demonstrate on-site how to use nail clippers with limiting devices to avoid blood vessel injury. These activities have driven a 2.3-fold increase in product sales in surrounding stores. Online, the brand has joined hands with pet-raising KOLs to launch the "safe nail clipping challenge", comparing the usage differences between certified and uncertified products. The playback volume of related content exceeded 50 million, driving a 300% surge in product search volume.
The current "lack of safety and homogenization involvement" in the pet nail clipper market is essentially an inevitable stage for the industry to shift from "incremental expansion" to "stock competition". In the next 1-2 years, small brands lacking safety standards and innovation capabilities will be gradually eliminated, while enterprises that master "safety certification + differentiated innovation (such as customized nail clippers) + trusted channels" will take the initiative in the market reshuffle. For the industry, only by breaking away from reliance on low prices and returning to the core of "pet safety and user needs" can we promote the pet nail clipper market to move from "unregulated growth" to "high-quality development".
