Kerdel - Research on Demand and Satisfaction for Baby and Maternal Products
Company overview
Kerdel (Shenzhen) Technology Development Co., Ltd., founded in 2015, is a technology-driven enterprise integrating R&D, production, sales, and after-sales services for baby and maternal products. Since its inception, the company has focused on developing premium baby and maternal product lines, covering product categories such as baby diapers, women's personal care, infant hygiene and care, and daily life paper products. It aims to provide high-quality lifestyle solutions for baby and maternal families. Leveraging a social e-commerce model, Kerdel has rapidly expanded its market presence, with its WeChat group buying (micro-influencer) channels serving as the core distribution platform. The company has earned the title of "No. 1 Brand in the Micro-influencer Maternal and Infant Industry" and holds significant influence in the new retail sector of maternal and infant products.
Research background
As competition in the maternal and infant product market intensifies and consumers' demands for product safety and quality continue to rise, Kerdel seeks to strengthen its brand awareness and product competitiveness beyond its existing advantages in the micro-influencer channel. To this end, the company urgently requires data-driven insights to clearly define the profile of its target consumers and systematically understand the market reception and consumer feedback toward competing brands—providing scientific guidance for product innovation and the development of offline distribution channels.
Research scope
In February 2018, CEIDEA Research was commissioned by Kerdel to conduct a focused study on consumer usage behaviors of core baby products—specifically, baby diapers—across the country. The research was simultaneously conducted in nine key cities, combining qualitative focus group discussions with quantitative surveys to explore actual consumer preferences in brand selection, usage habits, and functional requirements. Additionally, a range of competing brands—including Wangfeng, Da Wang Tian Shi, An'erle, Level 1 Pampers, Uniqia, Quirky, Mimi Baby, Quest, and Yinyin—were selected for brand testing and usage intention assessments. From these evaluations, CEIDEA Research extracted insights into the target consumer's awareness, acceptance, and potential improvement suggestions regarding the Kerdel brand.
Expected outcomes
Through this research, CEIDEA Research has systematically mapped the profiles of consumers and competing brand users in the baby and maternal product sector, deeply uncovering the core purchase drivers and latent pain points of the target audience. The final research findings not only provide precise guidance for optimizing product design and functional development, but also deliver actionable strategic recommendations in areas such as brand positioning, marketing strategy, and offline channel development—enabling Kerdel to achieve brand value enhancement and market share expansion
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