China Railway Construction Group - Optimization Study of the Guiyang Shui'an Plaza Commercial District
Company overview
China Railway Construction Real Estate Group Co., Ltd. is a central enterprise approved by the State Council's State-owned Assets Supervision and Administration Commission, with real estate development as its core business. It operates under China Railway Construction Corporation, a member of the Global 500, and is a standing member of the China Real Estate Association. Its subsidiary, China Railway Real Estate Group Commercial Property Development and Operation Co., Ltd., specializes in the professional development and operation of commercial real estate, focusing on enhancing corporate commercial capabilities and business innovation. As a key platform for Guiyang's urban renewal and commercial district revitalization, the "Shui'an Plaza" project represents China Railway Construction Real Estate's strategic implementation and quality practice in the southwestern commercial market.
Research background
With adjustments in Guiyang's commercial landscape and evolving consumer behaviors, the Shui'an Plaza—being a significant regional commercial project—requires a timely evaluation of its current operational performance, optimization of its business mix, and enhanced customer retention. The project currently faces challenges such as limited appeal to younger demographics and consumer leakage. China Railway Construction Real Estate aims to conduct in-depth research to uncover the genuine needs and behavioral preferences of target customers, identify differentiated expectations among various consumer segments regarding shopping centers, and gather merchant feedback on operations and collaboration requirements, providing actionable insights for future operational improvements and functional reconfiguration of the commercial district.
Research scope
In January 2020, CEIDEA Research was commissioned by China Railway Construction Real Estate Group to conduct consumer and merchant research on the "Shui'an Plaza" project. The study encompassed three key customer groups: existing consumers, lapsed consumers, and potential consumers. Data on consumer preferences, shopping motivations, brand expectations, service satisfaction, and behavioral pain points were collected through on-site questionnaires, street intercepts, and targeted invitations. The analysis focused on differences in perception and expectations across customer segments regarding the plaza's offerings. Additionally, the research team conducted in-depth interviews with existing merchants to gather feedback on customer demographics, consumption patterns, operational support, facility amenities, and property management services, forming a multidimensional cross-comparison.
Expected outcomes
The research report presents a comprehensive portrait of the current operational status of the Shui'an Plaza from both consumer and merchant perspectives, enabling the project team to clearly identify weaknesses in key areas such as brand portfolio, marketing strategies, spatial layout, and service support—particularly in the gap of preferences among younger consumers and key factors contributing to customer attrition. The final deliverables provide robust data support for optimizing the commercial mix, precision recruitment, redefining promotional strategies, and streamlining service processes, ultimately enhancing the overall commercial appeal and operational efficiency of the Shui'an Plaza and promoting sustainable development of the regional commercial ecosystem.
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