Shi Wang Daily Chemicals - Consumer Demand Research for Toothpaste
Company overview
Shi Wang Daily Chemicals (Qingdao) Co., Ltd., established in 1988, is a wholly-owned subsidiary of the Japanese Shi Wang Corporation operating in China. The company specializes in the R&D, production, and sales of oral care products. Since its inception, the company has strictly adhered to the GMP standards of the Shi Wang Group, leveraging the group's advanced technologies and extensive experience in hygiene and care products to consistently deliver high-quality, technology-driven oral care solutions for Chinese consumers. Over the years, Shi Wang has built a strong brand presence in the Chinese market and has earned the trust and recognition of a wide range of consumers…
Research background
As Chinese consumers' expectations for lifestyle quality continue to rise, there has been increasing attention toward green, health-oriented, and high-performance oral care products. Traditional price-driven consumption is gradually shifting toward value-driven consumption. Driven by the trend of consumer upgrading, Shi Wang needs to accurately understand the consumption needs, usage preferences, and psychological expectations of high-net-worth individuals to provide strategic guidance for new product development. Therefore, the company intends to conduct a scientific and systematic market research to deeply explore the core needs and future trends in oral care among its target customer segments.
Research scope
In January 2019, CEIDEA Research was commissioned by Shi Wang Daily Chemicals (Qingdao) Co., Ltd. to conduct a specialized study on 'Insights into the Oral Care Product Needs of High-Net-Worth Individuals.' The research employed a combined approach of in-depth qualitative interviews and quantitative surveys. Target samples with strong purchasing power and high standards of living were selected from major Chinese cities including Beijing, Shanghai, Guangzhou, and Shenzhen. The study focused on behavioral characteristics and psychological motivations related to usage scenarios, brand awareness, ingredient preferences, purchasing channels, and price tolerance in oral care products. Additionally, the research explored high-net-worth individuals' sensitivity and acceptance levels toward product features such as health, environmental sustainability, and technological ingredients, aiming to provide quantifiable data support for future new product design and market positioning.
Expected outcomes
This research will enable Shi Wang to deeply identify the potential needs and value preferences of high-net-worth individuals in oral care consumption, enhance the market alignment of new product development, optimize product function design, pricing strategies, and brand communication directions, and ultimately achieve efficient product launch and precise targeting of the intended user base, thereby strengthening the brand's competitive advantage and user loyalty in the premium oral care market.
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