Jiangzhong Group - Consumer Research on Xiaoshi Pill and Lactic Acid Pill
Company overview
Jiangxi Jiangzhong Pharmaceutical (Group) Co., Ltd. (hereinafter referred to as the Jiangzhong Group) is a large-scale traditional Chinese medicine manufacturing enterprise under the jurisdiction of Jiangxi Province, originally established as the affiliated factory of Jiangxi College of Traditional Chinese Medicine in 1969. After over four decades of development, the Jiangzhong Group has evolved into an integrated modern enterprise group specializing in pharmaceutical manufacturing, health food, and functional food, with a listed company under its control. The group's annual operating revenue exceeds RMB 4 billion and ranks fifth nationally in the traditional Chinese medicine manufacturing sector, holding significant influence and broad market presence in the pharmaceutical and health industry.
Research background
With increasing consumer health awareness and growing diversity in demand for functional products, Jiangzhong Group urgently needs to gain a deeper understanding of consumers' authentic evaluations, usage experiences, and key concerns regarding its Xiaoshi Pill to refine product promotion strategies, adjust market approaches, and identify potential unmet needs. This research will serve as a key basis for product upgrades and market expansion, supporting internal strategic decision-making and direction setting.
Research scope
In October 2018, CEIDEA Research was commissioned by Jiangzhong Group to conduct in-depth consumer interviews focused on the Xiaoshi Pill product. The study targeted consumers in Guangzhou, Zhengzhou, and Chengdu, employing IDI (in-depth interviews) as the primary method. Key topics included consumers' usage frequency, perceived effectiveness, purchasing channels, brand impressions, and key considerations. The research aims to capture authentic user feedback to uncover latent consumer needs and product improvement suggestions, providing foundational insights for product marketing and communication strategies.
Expected outcomes
This research is expected to comprehensively reveal the core concerns and cognitive patterns of consumers during their use of Jiangzhong's Xiaoshi Pill, providing Jiangzhong Group with precise data support for product positioning, marketing strategies, and user communication approaches. The findings will be used internally to enhance product image, plan market expansion pathways, and refine brand communication directions, further strengthening the competitive advantage of the Xiaoshi Pill in target markets.
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