The purpose of consumer research on 1. traditional Chinese medicine health products

Traditional Chinese medicine health products refer to health foods that use Chinese medicinal materials or Chinese medicine extracts as the main raw materials, have certain health functions, are suitable for specific groups of people, and are not for the purpose of treatment.

The market size of Chinese medicine health products has maintained steady growth in recent years, reaching 328.2 billion yuan in 2023 and expected to reach 423.7 billion yuan in 2027.

With the improvement of consumer health awareness, "silver-haired people" and "younger generation" will be the main drivers of industry growth.

The competition in the Chinese medicine health care product industry is fierce, and the problems such as false publicity and product safety are prominent. After the supervision becomes stricter, the health care product industry will become increasingly standardized.

In such a market environment, how to grasp the needs and changes of consumers, improve the quality and safety of products and services, expand diversified categories and channels, and enhance brand influence and loyalty has become a key issue in the industry. In order to solve these problems, traditional Chinese medicine health products consumer research is an effective method. The main purposes of consumer research on Chinese medicine health products are as follows:

To understand the basic characteristics of Chinese medicine health products consumers, such as age, gender, income, education, occupation, region, etc., as well as consumers' health status, health needs, health goals, etc., to provide a basis for the positioning and innovation of products and services.

Understand the purchase behavior of Chinese medicine health products consumers, such as purchase motivation, purchase frequency, purchase channel, purchase amount, purchase category, purchase brand, etc., as well as the factors that affect consumer purchase behavior, such as product function, product composition, product qualification, product price, product packaging, product reputation, product promotion, etc., to provide reference for the formulation and implementation of market strategy.

To understand the use behavior of consumers of traditional Chinese medicine health products, such as use mode, use effect, use satisfaction, use loyalty, etc., as well as the factors that affect consumer use behavior, such as product quality, product safety, product service, product experience, etc., to provide feedback for the optimization and improvement of products and services.

To understand the psychological characteristics of consumers of traditional Chinese medicine health products, such as consumers' cognition, attitude, emotion, values, lifestyle, etc., as well as consumers' expectations, needs, preferences, opinions and suggestions for traditional Chinese medicine health products, so as to provide guidance for the differentiation and personalization of products and services.

Content of 2. Chinese Medicine Health Products Consumer Survey

The content of the consumer survey of Chinese medicine health products should be selected and designed according to the purpose, object, scope, depth and other factors of the survey, generally including the following aspects:

Market overview: including the scale, structure, trends, opportunities and challenges of the Chinese medicine health care products market, as well as the development status, policies and regulations, competition pattern, major enterprises, major products, etc. of the Chinese medicine health care products industry, providing macro background and basic data for consumer research.

Consumer characteristics: including consumer demographic characteristics, socio-economic characteristics, health status characteristics, as well as consumer health needs, health goals, health behaviors, etc., to provide a basic description and classification basis for consumer research.

Consumer behavior: including consumer purchase behavior, use behavior, evaluation behavior, etc., as well as various factors that affect consumer behavior, to provide specific analysis and quantitative evaluation for consumer research.

Consumer psychology: including consumers' cognition, attitude, emotion, values, lifestyle and other psychological characteristics, as well as consumers' expectations, needs, preferences, opinions, suggestions and other psychological reactions to traditional Chinese medicine health products, providing in-depth interpretation and qualitative evaluation for consumer research.

Research Method of 3. Traditional Chinese Medicine Health Products Consumer

The method of consumer research on Chinese medicine health products should be selected and combined according to the purpose, content, resources, time and other factors of the research, generally including the following:

Literature analysis method: through the collection, collation and analysis of various literature related to traditional Chinese medicine health care products, such as policies and regulations, industry reports, professional papers, news media, etc., to obtain the basic information and development trend of traditional Chinese medicine health care products market and industry, to provide theoretical basis and data support for consumer research.

Questionnaire survey method: Through the design, distribution, recovery, analysis of a series of structured or semi-structured questionnaires on Chinese medicine health care consumers, to obtain the basic characteristics of consumers, behavioral characteristics, psychological characteristics and other data, to provide quantitative analysis and statistical inference for consumer research.

Interview method: Through face-to-face or telephone unstructured or semi-structured interviews with consumers of Chinese medicine health products, we can obtain consumers' deep needs, preferences, feelings, opinions and other information, and provide qualitative analysis and case studies for consumer research.

Observation method: through the direct or indirect observation of the process and results of the purchase, use and evaluation of traditional Chinese medicine health products, the actual behavior and feedback of consumers are obtained, and objective evidence and on-site feelings are provided for consumer research.

Experimental method: Through the control and intervention of different experimental conditions or stimuli for consumers of traditional Chinese medicine health products, observe and measure the behavior and psychological changes of consumers, and provide causal analysis and effect evaluation for consumer research.

4. the skills of consumer survey of traditional Chinese medicine health products

The skills of consumer research on Chinese medicine health products should be selected and applied according to the research methods, tools, links and other factors, generally including the following points:

Clear research objectives: Before conducting consumer research, the purpose, object, scope, depth, etc. of the research should be clarified in order to formulate a reasonable research plan and budget to avoid ineffective research activities and waste of resources.

Design appropriate research tools: According to the content and methods of the research, design appropriate research tools, such as questionnaires, interview guides, observation tables, experimental programs, etc., to ensure the validity, reliability, applicability and operability of the research tools.

Select a reasonable research sample: According to the object and scope of the research, select a reasonable research sample, such as the number, type, distribution, source, etc. of the sample, to ensure the representativeness, randomness, comparability and accessibility of the sample.

Collect accurate research data: According to the research tools and samples, collect accurate research data, such as data quality, format, source, time, etc., to ensure the authenticity, completeness, consistency and timeliness of the data.

Analysis of in-depth research results: According to the data and objectives of the research, analyze the in-depth research results, such as the description, interpretation, induction, inference, etc. of the results, to ensure that the results are reasonable, valid, useful and interesting.

Put forward valuable research suggestions: according to the results and objectives of the research, put forward valuable research suggestions, such as the content, basis, feasibility, priority, etc., to ensure that the recommendations are targeted, practical, innovative and influential.

5. Shangpu consulting company of traditional Chinese medicine health products consumer research service case and experience

Shangpu Consulting Company is a professional market research and consulting company, with many years of service experience in consumer research of traditional Chinese medicine health products and rich industry resources. Shangpu Consulting Company provides a full range of consumer research services for traditional Chinese medicine health products enterprises, including market profile analysis, consumer characteristic analysis, consumer behavior analysis, consumer psychological analysis, consumer satisfaction analysis, consumer loyalty analysis, consumer segmentation analysis, consumer portrait analysis, consumer demand forecast, consumer preference forecast, etc. Shangpu Consulting adopts a variety of research methods and tools, such as literature analysis, questionnaire survey, interview, observation method, experimental method, etc., combined with big data, cloud computing, artificial intelligence and other advanced technologies, to provide high-quality, high-efficiency and high-value consumer research reports and consulting solutions for Chinese medicine health care products enterprises.

The following are some service cases of Shangpu Consulting Company in the field of consumer research on traditional Chinese medicine health products:

A consumer survey for the "silver-haired family" was conducted for a well-known Chinese medicine health care product company. Through questionnaires and interviews, 1000 valid samples were collected to analyze the group's health needs and purchase behavior., Use effect, brand awareness and other aspects of data, and provide the company with suggestions for product innovation, market development, and brand building for this group.

A consumer survey for the "young generation" was conducted for a new Chinese medicine health product enterprise. Through observation and experimental methods, 200 target consumers were controlled and intervened under different experimental conditions and stimuli, and their changes in cognition, attitude, emotion and values of Chinese medicine health products were observed and measured, for the enterprise to provide the group of product differentiation, service personalization, marketing creativity and other aspects of the proposal.

I conducted a nationwide consumer survey for a leading Chinese medicine health product enterprise. Through the methods of literature analysis and big data analysis, I collected and sorted out the relevant data of the Chinese medicine health product market and industry in the past five years, and analyzed the data of the general characteristics, behavior characteristics, psychological characteristics and other aspects of Chinese medicine health product consumers, for the enterprise to provide the national market for product optimization, channel expansion, competitive strategy and other aspects of the proposal.

Part of the experience of Shangpu Consulting in the field of consumer research on Chinese medicine health products is summarized as follows:

Consumer research on traditional Chinese medicine health products should pay attention to the diversity and dynamics of consumers, not only to consider the commonality and stability of consumers, but also to consider the difference and variability of consumers, not only to pay attention to the current situation and history of consumers, but also to pay attention to the future and trends of consumers.

The consumer research of traditional Chinese medicine health products should pay attention to the deep needs and potential needs of consumers, not only to meet the surface needs and explicit needs of consumers, but also to tap the deep needs and potential needs of consumers, not only to pay attention to the functional needs and safety needs of consumers, but also to pay attention to the emotional needs and value needs of consumers.

Consumer research on Chinese medicine health products should focus on consumer experience and participation, not only to understand consumer behavior and psychology, but also to enhance consumer experience and participation, not only to focus on consumer satisfaction and loyalty, but also to focus on consumer reputation and recommend.

Conclusion

The consumer survey of traditional Chinese medicine health products is an important means for traditional Chinese medicine health products enterprises to understand and meet the needs of consumers, and it is also a key factor for the traditional Chinese medicine health products industry to enhance its competitiveness. This article introduces the purpose, content, methods and skills of consumer research on traditional Chinese medicine health products, as well as the service cases and experience of Shangpu Consulting Company in this field. It is hoped that this paper can provide some useful information and suggestions for Chinese medicine health products enterprises, help them to better conduct consumer research, improve the quality and safety of products and services, expand diversified categories and channels, enhance brand influence and loyalty, and achieve sustainable development and competitive advantage.