Shenzhen Zhuoyue Group - Commercial Development Planning and Thematic Positioning for Zhuoyue Hub
Company overview
Zhuoyue Group was established in 1996 and is a cross-regional, cross-industry foreign-invested group duly approved by the State Administration for Industry and Commerce. The group operates in multiple sectors including real estate development, commercial operations, hotel management, urban renewal, property services, and real estate finance. Headquartered in Shenzhen, Zhuoyue Group has emerged as one of China's leading urban comprehensive developers and operators, leveraging its strong capabilities and professional management. By 2013, the group had expanded its operations to 14 key cities across the country, with total assets exceeding 60 billion RMB, cumulative developed property area surpassing 11 million square meters, and land reserves reaching 30 million square meters. It ranked 46th among China's top 50 real estate developers by sales volume.
Research background
In response to evolving urban consumption patterns and shifting commercial landscapes, Zhuoyue Group plans to optimize the strategic commercial positioning of its Guangzhou 'Dizhong Plaza' and Shenzhen 'Zhuoyue Hub' projects. The Guangzhou Dizhong project, located in a prime urban location, faces intense competition and requires a precise understanding of target customer needs to achieve differentiated positioning. Meanwhile, the Shenzhen Zhuoyue Hub project aims to enhance consumer engagement through the introduction of a themed zone on the sixth floor and overall brand upgrading, attracting high-loyalty customers and improving operational efficiency. Under these circumstances, Zhuoyue Commercial Operations Co., Ltd. has commissioned CEIDEA Research to conduct an in-depth study.
Research scope
In March 2018, CEIDEA Research was commissioned by Zhuoyue Commercial Operations Co., Ltd. to conduct consumer and commercial positioning research for the Guangzhou Dizhong Plaza and Shenzhen Zhuoyue Hub projects. The research scope includes: customer segmentation and commercial positioning recommendations for the Guangzhou Dizhong Plaza project; consumer preference analysis and commercial development guidance for the sixth-floor themed zone at Shenzhen Zhuoyue Hub; and an evaluation of the overall brand upgrading needs and retail mix optimization recommendations for the Shenzhen Zhuoyue Hub. Research methods primarily involve quantitative intercept surveys within the commercial districts, supplemented by on-site foot traffic observation, interviews with merchants, and in-depth qualitative interviews to comprehensively understand the target customers' consumption capacity, lifestyle, and shopping preferences.
Expected outcomes
The final report will provide in-depth analysis of customer characteristics, consumption motivations, and behavioral patterns across different commercial projects, enabling Zhuoyue Group to scientifically adjust the commercial positioning and retail mix of the Guangzhou Dizhong Plaza project, thereby enhancing its market appeal and operational performance. Additionally, the report will offer targeted brand and product category recommendations for the sixth-floor themed zone at Shenzhen Zhuoyue Hub to support precise positioning and effective commercial development. Through brand strength assessment and customer re-identification, the study will drive a comprehensive brand refresh for the Zhuoyue Hub project, strengthening its core competitiveness. The data findings will effectively support Zhuoyue Group's future commercial space planning and operational optimization decisions.
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