China Resources Land - Commercial Positioning Study of Shantou Bay Center
Company overview
China Resources Land Limited is a leading urban investment and development operator in China, part of China Resources Group, a global Fortune 500 company. Its business operations span residential development, commercial real estate, property management, and other sectors. The company is committed to advancing urban development and improving living standards through high-quality integrated urban development projects. In 2015, China Resources Land acquired its first commercial comprehensive land parcel in the Dong Coast New City, Shantou, for RMB 940 million, with a total planned building area of approximately 400,000 square meters and an investment of nearly RMB 3 billion. The project will serve as the first shopping mall in the Dong Coast New City and the China (Shantou) Huiyuan Economic and Cultural Cooperation Zone — the Shantou Bay Center
Research background
As a key commercial landmark in Shantou's emerging district, the Bay Center's future business model, brand portfolio, and retail mix are crucial to its long-term operational success. In response to the transformation of Shantou's consumer market, accurately understanding local consumers' purchasing behaviors and preferences becomes essential to the project's success. To develop a scientifically grounded commercial positioning strategy and ensure precise and effective brand recruitment, China Resources Land has partnered with CBRE to conduct this market research.
Research scope
In November 2016, CEIDEA Research was commissioned by China Resources Land and CBRE to conduct consumer research in the Shantou region. The study employed a combination of questionnaire surveys and on-the-street intercept interviews, covering diverse age groups, occupations, and income levels. It systematically explored consumers' shopping frequency, spending budgets, product preferences, brand awareness, and preferences for dining and leisure activities. Additionally, the research assessed consumers' expectations and frustrations regarding shopping complexes, with a focus on identifying the key characteristics and potential appeal factors of the project's primary target customer segments.
Expected outcomes
The final report will be based on the research data to clearly identify consumption trends and behavioral patterns in the Shantou market, establish a detailed profile of the target customer segments, and propose scientifically tailored brand recruitment strategies and retail mix recommendations aligned with regional characteristics. The findings will provide China Resources Land with robust data support and practical guidance for the commercial positioning, tenant placement, and operational strategies of the Bay Center, helping to establish it as a benchmark commercial project in the region.
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