Xinbaili - Consumer Needs and Habits Research
Company overview
Xinbaili Footwear (Shenzhen) Co., Ltd., established in 2004, is one of China's leading footwear manufacturers and retailers, operating under the Xinbaili Group. The company operates a diverse portfolio of brands, among which 'Sijigua' stands out as its premium brand, offering women's shoes that blend fashion, elegance, and practicality—highly favored by urban women. As of now, Sijigua operates approximately 1,200 stores nationwide, primarily located in department stores and shopping malls, with its market influence steadily growing
Research background
In response to the rise of China's emerging middle-class female consumers and the rapid development of shopping mall formats, Sijigua plans to launch a brand refresh and adjust its sales channel strategy by increasing its presence in shopping malls to align with shifting consumer shopping behaviors. Under this context, Xinbaili seeks to conduct professional research to systematically understand consumers' brand awareness, satisfaction levels, and improvement suggestions, while also gaining insights into target customers' purchasing behaviors and psychological motivations, providing data-driven support for brand repositioning and channel strategy adjustments.
Research scope
In December 2015, CEIDEA Research was commissioned by the Sijigua brand to conduct consumer research in Beijing, Shanghai, and Guangzhou. The study employed a dual-methodology approach: a qualitative study and a quantitative study. Through in-depth interviews and focus group discussions (Qualitative), the research captured consumers' direct perceptions and emotional responses toward brand image, product design, pricing, service experience, and marketing efforts; supplemented by a structured questionnaire (Quantitative), which quantitatively analyzed consumer purchase frequency, brand preferences, shopping contexts, purchasing channels, and comparisons with competing brands, covering both existing and potential customers.
Expected outcomes
The final research report will help the client gain a deep understanding of the core profiles of target consumers, identify gaps in brand awareness, and analyze key reasons for customer attrition. It will also evaluate the strengths and weaknesses of the Sijigua brand and its key competitors across product offerings, pricing, brand image, and service quality, providing scientific data support for the Sijigua brand refresh. Additionally, the study will propose practical and actionable recommendations in areas such as channel restructuring, store image optimization, and promotional strategy development, enabling Sijigua to establish a clearer and more compelling brand positioning within emerging retail formats.
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