Jiangzhong Group - Consumer Research on Xiaoshi Pill and Lactic Acid Pill
Company overview
Jiangxi Jiangzhong Pharmaceutical (Group) Co., Ltd. (referred to as "Jiangzhong Group") is a large-scale, modern traditional Chinese medicine enterprise under state-owned control and affiliated with Jiangxi Province. It originated as the affiliated factory of Jiangxi College of Traditional Chinese Medicine, established in 1969. After over four decades of development, Jiangzhong Group has evolved into an integrated conglomerate covering pharmaceutical manufacturing, health food, and functional food sectors, and also holds a listed company. The group owns multiple well-known brands and best-selling products, holding significant influence in the field of traditional Chinese medicine, particularly leading in the digestive health product market with annual operating revenue exceeding RMB 4 billion, ranking fifth among Chinese traditional medicine manufacturers.
Research background
Jiangzhong Gaizi Xiaoshi Pill, as one of Jiangzhong Group's flagship products, enjoys widespread recognition and a solid user base in the domestic digestive health product market. As health consumption concepts continue to evolve, consumers are increasingly focusing on specific factors when selecting medications, especially in areas such as efficacy, taste, portability, and brand trust. To gain deeper insights into the real-world usage experiences and latent needs of consumers regarding the Gaizi Xiaoshi Pill, and to provide a solid foundation for market expansion and product optimization, Jiangzhong Group plans to conduct in-depth individual interviews (IDI) to systematically understand consumers' perceptions, usage feedback, and purchasing motivations toward the product.
Research scope
In October 2018, CEIDEA Research was commissioned by Jiangzhong Group to conduct in-depth individual interviews (IDI) with users of Gaizi Xiaoshi Pill in Guangzhou, Zhengzhou, and Chengdu. The target population included both current and potential users, with a focus on key aspects such as usage frequency, purchasing channels, consumption scenarios, ingredient awareness, taste acceptance, packaging experience, price perception, and brand recognition and trust. Through open-ended interviews, the study aimed to deeply explore users' authentic opinions on the product's functionality, convenience, and value-for-money, and to identify their expectations for future improvements in digestive health products. The research also observed and analyzed the influence of cultural and lifestyle differences across cities on user behavior.
Expected outcomes
This research will provide Jiangzhong Group with detailed user feedback and insights into purchasing behaviors, clearly identifying the core strengths and potential weaknesses of the Gaizi Xiaoshi Pill in the current market. The findings will serve as a reference for product flavor optimization, packaging improvements, communication strategies, and marketing content development, and will support the implementation of more targeted promotional strategies tailored to different regional consumer groups. Additionally, the research data will provide decision-making support for internal planning in new product development, brand communication direction adjustments, and market strategy optimization, helping the company further solidify its leadership position in the digestive health market.
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