Dayuecheng - Commercial Project Positioning Research for Kunming Dayuecheng
Company overview
Dayuecheng (Tianjin) Co., Ltd. is a modern enterprise fully owned by the world's top 500 company, China National Grain Corporation, specializing in the investment, development, and operation of commercial complexes. The 'Dayuecheng' brand, as a flagship urban commercial project strategically cultivated by the group, has established itself as a highly influential youth-oriented lifestyle destination across multiple cities through clear market positioning and high-quality operational management. Advocating the concept of an 'International Fashion Youth City,' Dayuecheng focuses on a lifestyle centered around youth, fashion, trends, and taste, committed to creating an open, convenient, leisure-oriented, and approachable urban consumption environment—continuously leading urban fashion consumption trends.
Research background
As urban commerce enters a new phase of refined operations and personalized development, particularly in tourist cities such as Kunming, balancing the consumption habits of local youth and out-of-town tourists has become a key factor in the successful implementation of a project. To ensure the differentiation and precision in commercial positioning, retail mix, and brand recruitment for the Kunming Dayuecheng project, the project management team urgently requires professional research to comprehensively understand the behavioral patterns and emotional preferences of target consumers, thereby establishing a commercial logic tailored to the city's unique characteristics.
Research scope
In April 2014, CEIDEA Research was commissioned by Dayuecheng (Tianjin) Co., Ltd. to conduct an extensive consumer behavior study for the Kunming Dayuecheng project. The research sample includes both local youth and out-of-town tourists visiting Kunming. Key research areas include shopping frequency, brand preferences, consumption timing and contexts, leisure and recreational activities, awareness and impressions of the Dayuecheng brand, expectations regarding mall functions and services, consumption willingness, and budget ranges. The research methodology combines quantitative surveys and in-depth interviews, supplemented by urban tourism data and pedestrian flow analysis, to generate a realistic and context-sensitive consumer profile and scenario-based demand analysis.
Expected outcomes
Through this research, Dayuecheng will gain a clear understanding of the behavioral characteristics, aesthetic preferences, and consumption tendencies of Kunming's dual consumer base—local youth and out-of-town tourists—providing data-driven support for strategic positioning, retail planning, circulation design, and brand recruitment. The final report will clearly identify Dayuecheng's differentiated positioning within Kunming's commercial landscape, propose precise pathways for reaching target audiences, and establish a logic for guiding consumer circulation. These findings will serve as a scientific basis for subsequent project development and marketing strategies, enabling the creation of a benchmark youth and trend-oriented lifestyle hub in Kunming.
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