Core Insights - Procter & Gamble emphasizes understanding Chinese male consumers through deep engagement and research, stating that "the consumer is the boss" [1][2] - The company employs a combination of traditional field research and modern digital tools, including AI, to analyze consumer data and improve product offerings [2][3] - The concept of "refined laziness" in Chinese consumer behavior drives product innovation, focusing on functionality, ease of use, and durability [5][6] Group 1: Consumer Engagement Strategies - Procter & Gamble conducts in-depth anthropological research by visiting consumers' homes to understand their shaving habits and pain points [1] - The company invites consumers to their R&D labs to test prototypes, ensuring that product innovations are based on real user feedback [1][2] - The president of the men's grooming category engages in personal digital field research through platforms like Douyin and Xiaohongshu to gain insights into consumer preferences [3][5] Group 2: Product Innovation and Market Adaptation - The company has developed a "vertical base" for razors, a product innovation that originated from understanding local consumer needs, which has now been adopted globally [6] - Procter & Gamble is rethinking product packaging to cater to the demands of live-streaming e-commerce, enhancing the unboxing experience for online consumers [6][7] - The integration of online and offline channels is crucial for driving impulse purchases and providing in-depth consumer experiences [7]