Colliers International - Commercial Positioning Research for Shunde Huayuan Coast Leisure Complex
Company overview
Huayuan Group Co., Ltd. is a large state-owned enterprise directly managed by the State Council's Ministry of State-owned Assets Administration, established in 1985 with its headquarters in Shenzhen. It is a leading player in the cultural and tourism industry in China. The group, guided by the brand philosophy of "Visionary of Quality Living," operates and develops a series of influential cultural and tourism projects across three core business segments: culture, tourism, and urbanization. Its flagship brands, including "Huayuan Valley" and "Huayuan Coast," have become well-known urban cultural and tourism landmarks, widely appreciated by consumers and recognized by local governments.
Research background
As a key project in the Guangdong region, the Shunde Huayuan Coast project bears the responsibility of inheriting urban cultural development and enhancing the quality of coastal leisure experiences. In a highly competitive regional commercial environment, the project urgently requires a differentiated positioning strategy and a precise understanding of target customer needs. To this end, the client seeks a systematic market research initiative during the early development phase to gain insights into key commercial district dynamics, consumer behaviors, and emerging trends, providing scientific and actionable guidance for subsequent project implementation and marketing strategies.
Research scope
In August 2014, CEIDEA Research was jointly commissioned by Colliers International and Guangdong Shunde Huayuan Real Estate Development Co., Ltd. to conduct a commercial positioning study for the Huayuan Valley and Huayuan Coast commercial and entertainment project located at the intersection of Binyin Road and Nanguo East Road in Dalian Town, Shunde, adjacent to Shunfeng Mountain Park. The research covered both Foshan and Guangzhou, with core survey participants including local residents and out-of-town tourists. Through a combination of quantitative questionnaires and qualitative in-depth interviews, the study explored actual consumer behaviors in areas such as tourism preferences, consumption habits, brand awareness, travel methods, entertainment needs, and media exposure patterns. A comprehensive analysis of market size, customer segmentation, and behavioral characteristics was conducted to identify the core value proposition and differentiated opportunities of the project within the regional cultural and tourism market.
Expected outcomes
The final research findings provide clear and actionable strategic guidance for the Shunde Huayuan Coast project in areas of commercial positioning, business mix, brand attraction, and precision marketing. Beyond identifying the core target audience and their behavioral traits, the study uncovered potential market gaps and unmet consumer needs in the regional cultural and tourism retail sector, offering robust data and strategic insights to support the development of a distinctive coastal cultural and tourism experience, enhance market appeal, and strengthen the project's long-term operational sustainability.
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