A new direction and business plan for developing and commercializing adult incontinence products in China

Abstract

The adult incontinence market in China has been considered as one of the fastest-growing market, given the growing aging population and rising income spending. However, despite the boom in registered incontinence brands, the market has a low penetration of only four percent, of which only one-fifth of the products is designed for lighter incontinence leakage, a problem thirty percent of women struggled postpartum and many more who enjoy an active lifestyle. Unavailability of such products led consumers to seek inappropriate alternatives and worsen their condition physically and emotionally. There is a need for research to understand this group of consumers and their attitudes toward this issue. Therefore, the main purpose of this study is to identify various strategies to increase customer awareness and demand. Moreover, this paper presents a business plan based on factors that influence consumer's buying behavior, the competitive advantage of DTC business model, and potential marketing and sourcing strategies. The vision of the startup is to normalize the seeking of solutions for the consumers and, in return to steer the industry back on the right track.