Jinmao Construction - Commercial Positioning Research for Dongguan Global Trade and Economic Tower
Company overview
Dongguan Jinmao Construction Development Co., Ltd. is a well-known developer of urban complex projects in Dongguan, specializing in the development and operation of premium office buildings, commercial plazas, and residential projects. The company is committed to transforming prime urban locations into integrated urban landmarks combining business, shopping, and leisure. The Global Trade and Economic Tower (formerly known as the Taiwan Business Tower) is a landmark building in Dongguan, currently the tallest office building in the city, featuring a premium office tower and commercial podium facilities. The overall positioning of the project is a modern commercial complex integrating premium office and boutique retail functions...
Research background
In the context of rapid urban development and rising consumer demand, Dongguan's mid-to-high-end commercial projects face the pressure of business model transformation and precise tenant acquisition. Located in a prime location, the Global Trade and Economic Tower enjoys significant geographical advantages. However, how its commercial podium can effectively meet the shopping needs and brand preferences of urban high-end consumers remains a key determinant of the project's commercial success. Prior to repositioning its tenant acquisition strategy, the project requires professional market research to obtain detailed consumer behavior data and market awareness insights.
Research scope
In July 2013, CEIDEA Research was commissioned by Dongguan Jinmao Construction Development Co., Ltd. to conduct a consumer survey targeting mid-to-high-end commercial customers in Dongguan, focusing on the premium commercial positioning of the podium level of the Global Trade and Economic Tower. The study employed questionnaire-based interviews, covering topics such as shopping frequency, product category preferences, frequently visited brands, information sources, awareness and interest levels toward the project, consumption capacity, and willingness to spend. Through data analysis of the sample group, combined with the competitive landscape of existing commercial projects in the surrounding area, the research identified the target customer profile and corresponding retail needs, providing concrete market-based evidence for the project.
Expected outcomes
The research findings will provide critical data support for the commercial podium's positioning strategy, helping the developer identify the most attractive mix of retail formats and brand directions while avoiding homogenized tenant acquisition risks and strengthening differentiated competitive advantages. Additionally, the report will serve as a foundation for formulating targeted tenant acquisition and promotional strategies, thereby improving commercial operational efficiency and long-term value.
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