Sofut - Consumer Research on Functional Skincare Products
Company overview
Sofut is a representative brand in the functional personal care sector in China, with a brand value of RMB 2.441 billion, ranking 383rd nationally. Its strong market recognition and consistent sales growth demonstrate robust brand vitality and development potential. In 2004, Sofut was awarded the title of "Well-Known Chinese Trademark" by the Administration for Industry and Commerce, becoming the only brand in the facial cleanser segment to receive this honor at the time, solidifying its leading position in the Chinese market for functional personal care products.
Research background
In the context of continuously evolving consumer skincare philosophies and increasingly intense market competition, Sofut aims to gain deeper insights into user needs in order to optimize its product portfolio and enhance product experiences, thereby achieving brand revitalization and sales breakthroughs. To understand the genuine perceptions and unmet needs of its target consumers regarding current products, and to provide a solid foundation for future product development and communication strategies, the company has initiated a comprehensive consumer research project.
Research scope
In December 2017, CEIDEA Research was commissioned by Sofut to conduct a consumer behavior and attitude study centered on its core product line. The research employed a combination of nationwide online surveys and in-person intercept interviews in Beijing, Shanghai, Guangzhou, and Shenzhen, reaching a broad and diverse user base. The study focused on key dimensions including consumer experience with Sofut products, ingredient preferences, fragrance preferences, packaging design, price tolerance, and preferred purchasing channels. It aimed to deeply understand users' attention points, pain points, and functional needs during product usage. Additionally, the research examined consumers' brand awareness, brand associations, repurchase intentions, and recommendation tendencies, identifying key factors influencing purchase decisions to provide actionable insights for optimizing brand marketing and communication strategies.
Expected outcomes
The research findings will help Sofut clarify its brand positioning, product strengths, and potential weaknesses within its target consumer group, identify key product improvement directions and functional innovation opportunities. The study will also support the company in refining its pricing strategy, channel distribution, and promotional content. By integrating and analyzing consumer feedback and behavioral insights, the report will provide practical and actionable recommendations for Sofut in product iteration, brand communication, and market strategy formulation, enabling the brand to achieve continuous upgrading and high-quality growth in the functional skincare market.
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