Foshan Sishui Wanda Plaza - Commercial Positioning Research of the Golden Street
Company overview
Wanda Group is a leading player in China's commercial real estate sector, with extensive experience and operational capabilities in developing and managing urban complex projects. Since its inception, the group has adhered to the development philosophy of "driving urban upgrading through commerce," successfully delivering high-quality integrated projects such as Wanda Plaza, Wanda Cultural & Tourism City, and Wanda Hotels in multiple cities across China. In November 2014, Wanda Group officially launched operations in Sishui District, Foshan, developing the region's first large-scale urban complex—the Sishui Wanda Plaza. The project is located at the entrance of the Guangsan Expressway, the Guangfozao Light Rail Station, the new Sishui Railway Station, and the future intersection with the Foshan Metro Line 8, covering a total built-up area of 550,000 square meters. It features a diversified range of business formats, including a city complex, pedestrian street, apartments, and high-rise residences, aiming to create a new urban core integrating commerce, lifestyle, leisure, and residential functions.
Research background
Although Wanda has mature expertise in developing urban complexes, its various regional "Golden Street" projects face issues such as unclear positioning, fragmented leasing, redundant business formats, and difficulties in sales and rentals, resulting in poor performance and insufficient foot traffic at some locations. During the full-scale external sales phase of the Sishui Wanda Golden Street, investors express uncertainty regarding future operational prospects. To address the current operational challenges of the Golden Street, urgent market research is required to scientifically clarify its positioning and identify both consumer and investment demands, providing clear direction for subsequent sales and operations.
Research scope
In October 2015, CEIDEA Research was commissioned by Foshan Sishui Wanda Plaza Investment Co., Ltd. to conduct a specialized market study on the Sishui Wanda Golden Street project. This research focused on two key dimensions: first, among consumers within the commercial district, the study investigated their daily consumption behaviors, commercial preferences, satisfaction and dissatisfaction with existing commercial formats, and identified unmet consumer needs and lifestyle gaps within the region; second, among potential investors, the study conducted questionnaires and in-depth interviews to understand their investment intentions, capital budgets, expected returns, price tolerance, preferred business formats, brand preferences, and recommendations or concerns regarding leasing and post-development operations, thereby comprehensively analyzing their decision-making logic and risk assessment criteria.
Expected outcomes
This research will provide the Sishui Wanda Golden Street with multidimensional market insights, clarifying its differentiated positioning and functional complementarity within the regional commercial ecosystem. The research report will serve as a foundation for formulating scientific business format planning, leasing policies, brand portfolios, and operational management mechanisms, effectively reducing positioning errors and resource waste. Additionally, it will provide data support for optimizing sales strategies, segmenting customer groups, and addressing investor concerns. By precisely understanding the dual demands of consumers and investors, the project will achieve efficient sales and sustainable long-term operations of the Golden Street.
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