Consumer demands are the important drive of product design. Based on consumer behavior, psychology, consumer composition of infant washing product is firstly pointed out, and group characteristics of infants and their post-80 parents are analyzed. In consumption it shows a trend from satisfying with quantitative requirement to pursuing quality improvement. From the different breakthrough points, investigation is carried on to semantic design of some infant washing products, and their semantic description of functions and demands are summarized. Finally, new semantic design of infant washing product is presented to meet consumer demands, which is helpful for the designer of new product.