Company overview

Beijing Haifeng Property Development, a subsidiary of China Railway Construction Group, is dedicated to developing integrated urban projects combining residential, commercial, and office functions. The BaoHuan JiaYuan Phase II project is located within the BaoHuan Science and Technology Park in the northern part of Haidian District, Beijing, offering significant transportation advantages—adjacent to the Beiqing Road to the north, connected to the West Sixth Ring Road to the west, and served by subway lines, positioning it as a key development area within Beijing's future urban secondary center. The project plans to develop the commercial components of Blocks 230, 260, and 277, aiming to provide high-quality commercial services for both local residents and employees from the science and technology park. Research Background In a context where regional commercial development is still evolving and consumer demand is steadily increasing, accurately understanding the composition, preference patterns, and behavioral habits of surrounding consumer groups is crucial for scientifically defining the positioning, leasing strategy, and brand mix of future commercial districts. To avoid homogenized competition and enhance the core appeal of the commercial project, Haifeng Property Development commissioned China Railway Construction to conduct a comprehensive market research study, centered on consumer needs, to identify development opportunities and the optimal commercial model for the project's commercial district. Research Scope In September 2017, CEIDEA Research, under commission from China Railway Construction, conducted a consumer behavior survey targeting the core population in the area surrounding the BaoHuan JiaYuan Phase II project. The study focused on a 3-kilometer radius around the project, combining questionnaire interviews and in-depth on-site visits to thoroughly understand the basic characteristics (occupation, age, income) of target consumers, their daily routines, consumption frequency and types, information sources, consumption pain points, and their expectations and attitudes toward the future commercial street. Special emphasis was placed on collecting consumer preferences and needs across key sectors such as dining, retail, entertainment, and daily life services, providing a data-driven basis for the commercial function design of the project. Expected Outcomes This research report will deliver detailed consumer profiles and in-depth analysis of commercial demand, clearly identifying consumption patterns, brand preferences, and behavioral tendencies across different consumer segments. The findings will provide precise data support for defining the target customer base, planning the mix of commercial sectors, formulating leasing strategies, operational models, and marketing timelines for the BaoHuan JiaYuan commercial street, enabling the project to establish a competitive and differentiated modern commercial platform within the northern Haidian Science and Technology Park area. Beijing Haifeng Property Development, a subsidiary of China Railway Construction Group, is dedicated to developing integrated urban projects combining residential, commercial, and office functions. The BaoHuan JiaYuan Phase II project is located within the BaoHuan Science and Technology Park in the northern part of Haidian District, Beijing, offering significant transportation advantages—adjacent to the Beiqing Road to the north, connected to the West Sixth Ring Road to the west, and served by subway lines, positioning it as a key development area within Beijing's future urban secondary center. The project plans to develop the commercial components of Blocks 230, 260, and 277, aiming to provide high-quality commercial services for both local residents and employees from the science and technology park. Research Background In a context where regional commercial development is still evolving and consumer demand is steadily increasing, accurately understanding the composition, preference patterns, and behavioral habits of surrounding consumer groups is crucial for scientifically defining the positioning, leasing strategy, and brand mix of future commercial districts. To avoid homogenized competition and enhance the core appeal of the commercial project, Haifeng Property Development commissioned China Railway Construction to conduct a comprehensive market research study, centered on consumer needs, to identify development opportunities and the optimal commercial model for the project's commercial district. Research Scope In September 2017, CEIDEA Research, under commission from China Railway Construction, conducted a consumer behavior survey targeting the core population in the area surrounding the BaoHuan JiaYuan Phase II project. The study focused on a 3-kilometer radius around the project, combining questionnaire interviews and in-depth on-site visits to thoroughly understand the basic characteristics (occupation, age, income) of target consumers, their daily routines, consumption frequency and types, information sources, consumption pain points, and their expectations and attitudes toward the future commercial street. Special emphasis was placed on collecting consumer preferences and needs across key sectors such as dining, retail, entertainment, and daily life services, providing a data-driven basis for the commercial function design of the project. Expected Outcomes This research report will deliver detailed consumer profiles and in-depth analysis of commercial demand, clearly identifying consumption patterns, brand preferences, and behavioral tendencies across different consumer segments. The findings will provide precise data support for defining the target customer base, planning the mix of commercial sectors, formulating leasing strategies, operational models, and marketing timelines for the BaoHuan JiaYuan commercial street, enabling the project to establish a competitive and differentiated modern commercial platform within the northern Haidian Science and Technology Park area.