Vanke Yinli - Consumer and Commercial Positioning Research for Songjiang Guangfulin Commercial Project
Company overview
Yinli Group is a leading Chinese real estate property management operator, affiliated with Vanke Group, specializing in the investment, development, and operation of shopping malls. With operations spanning multiple cities across the country, Yinli has successfully developed and operated several benchmark commercial projects, committed to building "consumer-centric" urban commercial complexes. Its developed and operated projects emphasize deep integration with local urban culture and community life, enhancing urban commercial vitality and residents' living standards
Research background
As Songjiang's urbanization progresses and residents' consumption levels rise, Yinli Group plans to develop a modern commercial center integrating leisure, entertainment, and shopping in the Guangfulin district. To scientifically formulate project positioning strategies, identify core customer segments, and optimize retail mix, Yinli has placed significant emphasis on early market research during the project planning phase, aiming to provide data-driven support for the precision and feasibility of subsequent planning and operations
Research scope
In February 2017, CEIDEA Research was commissioned by Yinli Group to conduct a comprehensive commercial positioning study for the Songjiang Guangfulin commercial project. The study began with an analysis of regional population structure and scale, followed by in-depth field visits and analyses of key commercial competitors and residential communities within the project site and its surrounding areas. The research included comparative analysis of foot traffic for two major competing projects, identified core customer groups such as college students, families, office workers, and tourists, and through open-ended interviews, explored in detail the genuine needs and behavioral characteristics of these groups regarding retail preferences, service amenities, event demands, consumption habits, transportation methods, media exposure behaviors, and consumer profiles. These insights provide a solid foundation for commercial planning.
Expected outcomes
The final research report provided clear market direction and customer segmentation insights for the Songjiang Guangfulin project, effectively identifying core consumer needs and differentiated market opportunities. It also proposed systematic recommendations on retail mix, service facilities, and project promotion strategies, offering data-driven support for the project's overall operational precision and market alignment, thereby helping Yinli Group achieve successful project implementation and long-term sustainable development
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