Hailunbo Real Estate Group - Hi+park Commercial Positioning Study
Company overview
Hailunbo Real Estate Group Limited is one of China's leading comprehensive urban operators, with its commercial projects spanning cities including Guangzhou, Sihui, Kunming, Chengdu, Xi'an, Shanghai, Foshan, and Zhuhai. The group's total commercial building area amounts to approximately 1.5 million square meters, with over 600,000 square meters currently leased. As the centralized management platform for the group's commercial real estate operations, Guangzhou Hailunbo Commercial Management Co., Ltd. has been fully responsible for the pre-development planning, leasing strategy, operations management, and supervisory implementation since its establishment in 2012, committed to creating diverse, dynamic, and experiential commercial spaces to promote urban commercial ecosystem development.
Research background
To expand its commercial footprint in Guangzhou, Hailunbo Real Estate Group launched the Hi+park project in 2017, fully managed and operated by Guangzhou Hailunbo Commercial Management Co., Ltd. As a key strategic initiative in the city, Hi+park aims to establish an innovative urban commercial complex integrating lifestyle, leisure, entertainment, and social interaction. In response to evolving consumer demands and intensified market competition, the project team intends to conduct a comprehensive study to deeply understand the consumption behaviors and preferences of its target customers, scientifically define the project's commercial positioning, and ensure precise alignment between business formats, brand tone, and spatial functionality.
Research scope
In December 2017, CEIDEA Research was commissioned by Guangzhou Hailunbo Commercial Management Co., Ltd. to conduct a specialized positioning study for the Hi+park commercial project. The research focused on three core business segments—catering, entertainment, and retail—centered on the consumption behaviors, daily routines, service needs, and attitudes of residents in surrounding communities. Data were collected on users' preferences regarding business mix, brand awareness, consumption scenarios, price sensitivity, accessibility, and exposure channels through a combination of questionnaire surveys and in-depth interviews. Additionally, the study conducted cross-project comparisons with existing competitive developments in the region to identify differentiating opportunities in functional content and user experience.
Expected outcomes
This study will provide Hailunbo Real Estate Group with a precise consumer profile and commercial ecosystem demand model for the Hi+park project, clearly defining its positioning and development path within the Guangzhou market. The research findings will support strategic optimization in key areas such as business mix, brand selection, spatial design, supporting facilities, and marketing communication. Ultimately, Hi+park will be positioned as a pioneering urban commercial landmark integrating social experiences, cultural engagement, and daily consumption, achieving a dual enhancement of commercial value and brand influence.
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