Through on-site observations at 8 stores and in-depth interviews with 64 consumers, resulting in 640,000 words of interview transcripts, we identified 1 health journey, 6 user personas, and 12 innovation opportunities.
Via 3 collaborative workshops, we co-created 1 omnichannel experience blueprint and 30 experience concepts, with 70% successfully implemented—establishing the project as a government demonstration site.
同仁堂/Tongrentang
Project Lead, User Researcher, Omni-Channel Experience Strategy Planer, Experience Designer, Workshop Planer & Moderator
Against the backdrop of declining brand sales and a generational gap in customer demographics, Tongrentang Health aims to pursue new growth opportunities through retail transformation.
Strategically, the team collaborated with Tongrentang to drive this retail shift, leveraging multiple retail formats to reach target audiences. These include e-commerce platforms, experience stores, warehouse outlets, and community shops, transitioning retail spaces from mere product sales venues to immersive brand experience centers.
In terms of achievements, Tongrentang Store Zero was launched in Beijing’s Daxing District, establishing a prototype for the subsequent expansion of 20 stores nationwide.
Methodologically, we placed strong emphasis on user insights, conducting in-depth health demand research with 64 users across both our own and competing products, spanning ages 20 to 60. We re-mapped the omnichannel customer journey to explore health needs in diverse lifestyle scenarios. Through collaborative co-creation with internal and external experts, we developed 30 cross-channel retail initiatives, constructed an omnichannel retail blueprint, and provided end-to-end experience and operational design support for implementation.
For specific initiatives, we integrated digital solutions to design experiences that attract and convert new customers through cultural endorsements and lowered barriers to entry, as illustrated. Simultaneously, we implemented retention strategies such as 24 Solar Terms product bundles, health management services, and a Health Coin loyalty program similar to current points-based membership systems. Product micro-innovations—like the Midnight Recovery Tonic—were introduced to engage younger generations.
