Millennial identities

Many Chinese fans of exotic pets are ages 20 to 35, the so-called millennial generation, who are passionate about exploring new things and seeking a unique identity.

"Young people are our major customers. Instead of raising a traditional pet, they want something special to show off to their friends, especially via social media. Also, many enjoy the experience of learning and knowing more about a certain wild animal by raising it as a pet," said Liu Yiyan, who owns a store that sells lizards, snakes, African hedgehogs, marmots and flying squirrels.

Liu, 25, loves exotic pets. At age 21, he started raising a central bearded dragon, a lizard native to the woodland and deserts of central Australia.

"It was cool to have a lizard as a pet when most of my friends had cats and dogs. Nowadays, young people want to be different, and having an exotic pet is a good way to stand out," he said. "When I discovered that many people had a strong interest in exotic pets, it gave me the confidence to start my business."

Together with his 29-year-old sister, Liu runs his store at the Laiguangying Pet Market near Beijing's North Fifth Ring Road. In the two years since it opened, the 35-square-meter store has seen a steady rise in customer numbers, earning the siblings a combined monthly income of about 25,000 yuan.

Prices range from 300 to 5,000 yuan for each animal, but those that exhibit rare colors, have great affinity for human contact or are happy to interact with their owners cost more. "Snakes are easiest for beginners, but women prefer flying squirrels because of their cute appearance," Liu said.

He said many purchasers are novices in the exotic pets market and have barely heard of the animals. "Most brick-and-mortar stores like mine prefer to sell exotic pets that have been popular for several years. That makes it much easier for novices," he said.