To Solve the Problem that Tampons are Difficult to Develop in the Chinese Market Based on Consumer Psychology

Abstract

Tampons as safe, convenient, hygienic, and can give women the greatest degree of menstrual freedom of health products have tried to enter the Chinese market in several decades, but repeatedly failed. In contrast, in the European and American markets, tampons have long been widely used by women as hygiene products, occupying most of the market share of the same category of goods. Its product characteristics and use methods are well publicized and deeply rooted in the hearts of the people. This phenomenon not only reflects that there are many ideological and cognitive concepts in contemporary Chinese society that need to be updated, but also reflects that women's physical and mental health needs greater attention. At the same time, tampons themselves are also facing problems such as product innovation, inadequate publicity, and no price advantage. Various limitations make the development of tampons difficult. The promotion of tampons has great significance for women's health and social progress. Based on the research literature, this paper expounds on the characteristics and incomparable advantages of tampons, analyzes the reasons for the obstruction of the promotion of tampons in China, and puts forward practical suggestions for the promotion and sale of tampons in different links based on consumer behavior.