Hunan Kangcheng Nursing Co., Ltd. - Consumer Demand and Satisfaction Survey for Diapers
Company overview
Hunan Kangcheng Nursing Products Co., Ltd. was established in 2005 and is a modern enterprise specializing in the R&D and production of maternal and infant care products, with its headquarters and factory located in Ningxiang High-Tech Economic Development Zone, Changsha. The company's 'Beikang' brand of diapers has built a strong reputation in the domestic maternal and infant market, renowned for its high quality, safety, and skin-friendly characteristics, and is widely used across various infant and toddler households nationwide. Kangcheng consistently upholds the brand philosophy of 'Caring with Heart, Offering Extra Attention,' integrating product R&D, market sales, and after-sales service. The company continues to advance product innovation and brand upgrading, striving to become a leading player in the prenatal and early childhood care industry.
Research background
As the maternal and infant consumer base becomes increasingly youth-oriented and personalized, competition in the diaper market has intensified. Consumers now demand higher standards in product functionality, quality, safety, and brand recognition. As a key player in the domestic diaper market, Beikang faces ongoing challenges related to maintaining brand health, refining market positioning, and accurately understanding evolving consumer needs. To ensure sustainable growth and seize market opportunities, the company urgently requires professional research to gain a deep understanding of changing consumer demands and behaviors.
Research scope
In October 2014, CEIDEA Research was commissioned by Hunan Kangcheng Nursing Products Co., Ltd. to conduct a market study focused on the core consumer group for Beikang diapers. The research covered consumers' experiences, purchasing behaviors, brand awareness, and preferences regarding maternal and infant products, particularly diapers. It also systematically evaluated the brand awareness, satisfaction, loyalty, and pain points associated with the Beikang brand. Using a mixed-method approach combining quantitative questionnaires and qualitative interviews, the study conducted in-depth exploration into target consumers' product selection criteria, consumption scenarios, brand associations, and preferences for communication channels. The research aimed to comprehensively collect insights on potential market opportunities and actionable recommendations for brand enhancement.
Expected outcomes
This study is expected to accurately capture the usage habits and psychological expectations of Beikang diaper's target consumer group, identify the brand's current strengths and weaknesses in the market, and clarify emerging market segmentation opportunities and development trends. The research findings will provide scientific data support and practical recommendations for future product development, marketing strategies, and customer relationship management, helping the company achieve its goals of brand upgrading, market expansion, and enhanced customer retention.
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