Kang Wang - Market Entry Research for a New Anti-Itch Shampoo Product
Company overview
Dianhong Pharmaceutical Group Co., Ltd. is a modern pharmaceutical enterprise integrating R&D, production, and marketing, with a strong focus on research-driven innovation. The "Kang Wang" brand is a well-known anti-dandruff shampoo in China, specializing in scalp care and pharmaceutical-grade anti-dandruff solutions. Kang Wang has maintained its leading market position in terms of sales volume and market share across the OTC segment for several consecutive years, thanks to its scientifically formulated pharmacological ingredients and excellent user experience. The brand has appointed renowned entertainers Xie Na and Zhang Jie as brand ambassadors, resulting in broad consumer recognition and high brand awareness
Research background
In the context of increasingly segmented functional hair care markets and diversifying consumer hair care needs, Dianhong Pharmaceutical plans to launch multiple new Kang Wang product lines to better address various scalp care requirements. To ensure clear market alignment and consumer advantages prior to product launch, the company urgently needs empirical validation to assess consumer acceptance and satisfaction with new formulations and new functional features, identify the most promising product combinations for market entry, and optimize its market entry strategy to enhance the success rate of new product launches.
Research scope
In November 2013, CEIDEA Research was commissioned by Dianhong Pharmaceutical Group to conduct a specialized consumer testing study on the market entry strategy for the new Kang Wang anti-dandruff product line. The research was simultaneously conducted in four key cities—Beijing, Chengdu, Guangzhou, and Ningshan—targeting users with dandruff concerns through targeted sampling and product trials. The study employed two testing methods: competitive product "half-head testing" and in-use retention testing with different Kang Wang product variants. Subjective scores were collected on key indicators such as anti-dandruff effectiveness, scalp comfort, scent acceptance, freshness, lather quality, and post-use hair quality, comparing user experiences before and after product use. The entire testing process strictly controlled sample usage duration and testing environments to ensure comparable, actionable consumer data.
Expected outcomes
This research will provide Dianhong Pharmaceutical with consumer feedback on the usage experiences of various new Kang Wang product variants across different regional user groups, as well as comparative performance against competing products. The findings will help identify core product combinations with high user satisfaction and strong market potential. The research results will offer clear direction for product finalization, launch strategy, and key marketing focus areas, supporting Kang Wang's continued leadership position in the anti-dandruff hair care market and enhancing the precision and success rate of new product market operations.
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