Zhengjia - Market Research on Product Positioning and Promotion of an Ocean Aquarium
Case Details
Company Profile Zhengjia Plaza is located in Tianhe District, Guangzhou, and is a large-scale commercial complex developed and invested by Zhengjia Group. Since its opening, Zhengjia Plaza has been committed to creating an experiential shopping environment integrating green sustainability, leisure, entertainment, and consumption, and has become one of the most recognized urban commercial landmarks in China. Its indoor experiential offerings have been continuously upgraded, and in recent years has evolved into a new type of urban destination that blends tourism and consumption. Research Background Following the successful market reception of the Zhengjia Ocean World project launched in 2014, which attracted a large number of family and leisure-oriented consumers, Zhengjia Plaza decided to expand its offerings by developing a large indoor ocean aquarium on the 2nd to 4th floors of the West Wing, covering a total area of 50,000 square meters. The new facility will feature a world-class ocean-themed experience center integrating entertainment, viewing, education, and science popularization. To ensure precise planning, target audience identification, and marketing strategy implementation, a comprehensive pre-project market research was conducted. Research Scope In January 2015, CEIDEA Research was commissioned by Zhengjia Plaza to launch this pre-project market research for the large-scale indoor ocean aquarium. The study employed three methods: quantitative questionnaire surveys, online investigations, and qualitative focus group discussions, covering major cities in the Guangdong-Hong Kong-Macau region, Beijing, Shanghai, and the Hong Kong and Macau Special Administrative Regions. Research topics included macro-level tourism and leisure consumption trends, analysis of family and youth consumer preferences, consumer acceptance and demand patterns for indoor theme parks, and competitive benchmarking of ocean aquariums and similar experiential formats across the country, analyzing their product structures, ticket pricing, service facilities, and operational strategies. Expected Outcomes The final research report comprehensively characterized the behavioral patterns and preference profiles of target consumer groups, clearly identified regional differences in consumer purchasing power and tourism intentions, and provided targeted recommendations for the functional layout, pricing structure, marketing channels, and promotional content of the aquarium project. The research findings serve as data support and decision-making basis for the positioning, business model design, and marketing strategy development of Zhengjia Plaza's new project, helping to establish a nationally leading, internationally visionary indoor ocean culture-themed venue. Company Profile Zhengjia Plaza is located in Tianhe District, Guangzhou, and is a large-scale commercial complex developed and invested by Zhengjia Group. Since its opening, Zhengjia Plaza has been committed to creating an experiential shopping environment integrating green sustainability, leisure, entertainment, and consumption, and has become one of the most recognized urban commercial landmarks in China. Its indoor experiential offerings have been continuously upgraded, and in recent years has evolved into a new type of urban destination that blends tourism and consumption. Research Background Following the successful market reception of the Zhengjia Ocean World project launched in 2014, which attracted a large number of family and leisure-oriented consumers, Zhengjia Plaza decided to expand its offerings by developing a large indoor ocean aquarium on the 2nd to 4th floors of the West Wing, covering a total area of 50,000 square meters. The new facility will feature a world-class ocean-themed experience center integrating entertainment, viewing, education, and science popularization. To ensure precise planning, target audience identification, and marketing strategy implementation, a comprehensive pre-project market research was conducted.
Research scope
In January 2015, CEIDEA Research was commissioned by Zhengjia Plaza to launch this pre-project market research for the large-scale indoor ocean aquarium. The study employed three methods: quantitative questionnaire surveys, online investigations, and qualitative focus group discussions, covering major cities in the Guangdong-Hong Kong-Macau region, Beijing, Shanghai, and the Hong Kong and Macau Special Administrative Regions. Research topics included macro-level tourism and leisure consumption trends, analysis of family and youth consumer preferences, consumer acceptance and demand patterns for indoor theme parks, and competitive benchmarking of ocean aquariums and similar experiential formats across the country, analyzing their product structures, ticket pricing, service facilities, and operational strategies. Expected Outcomes The final research report comprehensively characterized the behavioral patterns and preference profiles of target consumer groups, clearly identified regional differences in consumer purchasing power and tourism intentions, and provided targeted recommendations for the functional layout, pricing structure, marketing channels, and promotional content of the aquarium project. The research findings serve as data support and decision-making basis for the positioning, business model design, and marketing strategy development of Zhengjia Plaza's new project, helping to establish a nationally leading, internationally visionary indoor ocean culture-themed venue.
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