Zheng Guangxing - Consumer and Brand Research for Home Doctor Services
Company overview
Zheng Guangxing Home Doctor Group was founded in 2011 and is one of the early domestic providers of home doctor, private doctor, and home care services. The company, rooted in community-based operations, has implemented the concept of 'pre-emptive health management, systematic disease prevention, and household-centered medical services,' establishing an integrated home doctor service system covering chronic disease management, health consultations, referral services, and on-site medical visits. In 2017, Zheng Guangxing was fully acquired by Inner Mongolia Furui Medical Technology Co., Ltd., officially launching its nationwide expansion initiative
Research background
With increasing public health awareness and the advancement of the 'Healthy China' strategy, the home doctor service market has experienced rapid growth. To support Zheng Guangxing's nationwide expansion strategy, establishing a clear and consistent brand identity and communication framework has become an urgent priority. Particularly during the early stages of brand integration, a systematic investigation across brand status, consumer perception, and market competition is essential to ensure alignment between brand image and market positioning, providing strategic guidance for future brand promotion and store expansion.
Research scope
In August 2017, CEIDEA Research was commissioned by Inner Mongolia Furui Medical Technology Co., Ltd. to conduct a specialized study on the 'Zheng Guangxing' brand across Beijing, Shanghai, Guangzhou, and Xi'an. This research employed a combined approach of competitive analysis, in-depth consumer interviews, and quantitative surveys: on one hand, it conducted a comprehensive review and benchmarking of existing market competitors, analyzing their brand philosophies, communication strategies, and user feedback; on the other hand, it developed user profiles and identified service needs for potential target groups—including middle-class families, high-net-worth clients, and elderly populations—assessing their awareness, acceptance, expectations, and price sensitivity regarding home doctor services. Concurrently, the study evaluated respondents' reactions and preferences toward various brand concepts, naming systems, and messaging elements.
Expected outcomes
This research will establish a clear brand identity foundation for Zheng Guangxing Home Doctor Group during its national expansion phase, formulating a unified brand strategy and communication framework, defining core brand values, emotional expression styles, and visual identity. It will further enhance brand recognition and trust. By deeply understanding the health perspectives and service expectations of target customers, Zheng Guangxing can precisely align its service models and product offerings to meet market demands, achieving effective alignment between brand value and consumer needs. This will provide long-term, systematic brand support for the replication and expansion of its chain stores.
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