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The client is a haircare brand from Indonesia, well-established in worldwide markets. The company is already distributing its products in Mainland China through e-commerce platforms.
The client contacted Daxue Consulting to conduct thorough research on Chinese haircare consumers, to understand better:
To deep-dive into Chinese haircare consumers’ routines and purchasing habits, we divided our work into three steps:
Step 1: In-depth analysis of consumers’ haircare routine
Step 2: Deep-dive into consumers’ purchasing triggers and perception of the brand
To best understand Chinese consumers’ haircare routines and habits, we carried out online diary interviews with 15 participants. It helped us map:
Individual online interviews with the participants were then carried out to understand their purchasing triggers and their feedback towards the brand and its products.
We mapped out the consumer’s path to purchase, identified key purchasing triggers and qualified the motivations and possible barriers to purchasing haircare products of our client.
We provided our client with tailor-made recommendations to adjust the marketing strategy in China based on our findings in the form of a conclusive workshop, where we also presented an extensive report for guidance, centred around:
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