Wanda Group / Huannan City - Market Research on Wanda Plaza Project, Longgang, Shenzhen
Company overview
The Longgang Wanda Plaza in Shenzhen is a key commercial complex jointly developed by Wanda Group and Huannan City. The project, transformed from Huannan City's Hall No. 4, is located in the core area of Longgang, Shenzhen, and is positioned as a multifunctional consumption hub integrating tourism, culture, social interaction, and daily life. The project features a 7,000㎡ comprehensive sports facility, a 20,000㎡ children's growth space, a food museum, and a night economy hotspot, incorporating over 450 brands to deliver an immersive, boundary-free and time-independent shopping experience, aiming to become a significant commercial landmark in the Guangdong-Hong Kong-Macao Greater Bay Area
Research background
With the upgrading of consumer structures and the promotion of policies supporting urban nighttime economies, shopping centers are experiencing increasingly diverse consumption scenarios, placing higher demands on brand and business format planning in terms of precision and experiential value. To effectively understand the needs and preferences of target market consumers and ensure that recruitment and positioning strategies closely align with the characteristics of local customer segments, the Longgang Wanda Plaza urgently requires professional market research to gain insights into the behaviors, habits, and unmet needs of core consumer groups. This will support precise brand recruitment and the successful implementation of the project's commercial strategy
Research scope
In May 2020, CEIDEA Research was commissioned by the Longgang Wanda Plaza to conduct market investigations in key areas including Dongguan, Longgang District of Shenzhen, Fenggang, and Tangxia. The research methods included a quantitative survey of 1,200 consumers and in-depth qualitative interviews with 15 target customers. The study focused on four dimensions: night economy, dining, entertainment, and shopping. It delved into consumers' brand awareness and preferences, pain points and market gaps in current consumption, frequency and motivations behind consumption, systematically constructing profiles of typical consumer segments, identifying core customer groups and their key needs, and analyzing their consumption pathways and decision-making processes
Expected outcomes
The final research findings will provide data support and strategic insights for the Longgang Wanda Plaza in key areas such as brand recruitment, functional distribution of business formats, overall commercial positioning, consumer segmentation strategies, definition of the core boundary of the commercial district, and communication touchpoints. The practical application of these findings will enhance the project's commercial alignment and appeal, accelerate the formation of a high-loyalty consumption ecosystem, and promote the realization of maximum commercial value
Scan to add our research consultant