Donghu Qi Yuan - Comprehensive Research on Commercial Positioning for a Cultural and Recreational Park
Company overview
Donghu Qi Yuan, established in 2002, has specialized in training and promotion of Go, Xiangqi, and Chess, gradually evolving into a leading professional chess education brand in China. Over 18 years of development, Donghu Qi Yuan has trained over 300,000 students and established more than 30 high-standard teaching centers nationwide. Beyond training and tournament organization, Donghu Qi Yuan has also ventured into the R&D of chess-related products. Through partnerships with over 100 kindergartens, primary schools, and youth academies, Donghu Qi Yuan has provided high-quality chess education to an increasing number of youth, cultivating a large number of talented players and earning strong praise from parents and students.
Research background
As chess culture continues to develop and market demand for chess education grows, Donghu Qi Yuan is expanding its business beyond education—planning to build a Chess Culture Industrial Park. The project is located within Guangzhou Culture Park, covering 3,500 square meters, and aims to create a comprehensive park integrating chess training, tournament organization, light dining, and other multifunctional services. To ensure successful positioning and appeal, Donghu Qi Yuan has commissioned CEIDEA Research to conduct market research among potential consumers, potential tenants, and parents of chess training students. The study aims to identify the needs and preferences of these key groups, providing precise commercial positioning guidance for the park’s supporting services and supporting the development of a targeted leasing strategy and overall project direction.
Research scope
In March 2020, CEIDEA Research was commissioned by Donghu Qi Yuan to conduct market research on the Chess Culture Industrial Park project. The primary objective is to assist Donghu Qi Yuan in defining the commercial positioning for the park’s supporting services. The target groups include three key segments: potential consumers, potential tenants, and parents of chess training students. The research covers consumers’ interest in the chess culture park, consumption preferences, activity demands, and regional awareness; for tenants, the focus is on their interest in joining the park, operational needs, business models, and expectations regarding partnership conditions; and for parents, the focus is on their concerns regarding the educational impact of the park, extracurricular activity options, and the learning environment. By comprehensively understanding the needs and expectations of each target group, CEIDEA Research will provide Donghu Qi Yuan with precise recommendations and data support for consumer positioning, tenant attraction, and overall leasing strategy in the park project.
Expected outcomes
This study will provide Donghu Qi Yuan with in-depth insights into the market positioning and commercial development direction of the Chess Culture Industrial Park. Through comprehensive research on consumer segments, potential tenants, and parent groups, Donghu Qi Yuan will gain a clearer understanding of the expectations and preferences of all stakeholders, enabling the identification of the park’s core competitiveness and differentiating positioning. The research report will offer specific guidance and recommendations for optimizing the park’s business mix, formulating targeted leasing strategies, enhancing consumer experience, and attracting high-quality tenants. Additionally, the data-driven insights in the report will support risk management and resource optimization throughout the project implementation, ensuring the smooth operation of the park and its success as a model of cultural and commercial integration.
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