Pet ownership is on the rise, and during this 11.11 Global Shopping Festival, Chinese consumers are feeding their fur babies only the best.

Natural pet food specialist Instinct Pet Food has experienced massive growth since its entrance onto Alibaba Group’s cross-border B2C marketplace Tmall Global in 2013.

The Missouri-based brand is riding a wave of interest from Chinese consumers who put their pets’ health and wellness first. Instinct is positioned as an ultra-premium raw food brand within this category and has seen its business double in China over the last three years.

Instinct uses key opinion leaders and livestreaming, especially around shopping holidays, to raise brand awareness and educate Chinese pet owners.

For this year’s 11.11, the brand has launched a longevity product line to promote animal wellness at every age.

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“[China] has a very sophisticated e-commerce platform system – one that we’re learning from and we’re able to apply those learnings not just in China, but also back here in the U.S.,” said Neil Thompson, CEO.

“The Tmall Global platform has really helped us retain customers through their digital ecosystem. It allows us to continue to track the consumers and retarget them,” said Scott McLellan, Chief International Development Officer.