Celiang Wangfang - Consumer Research on Pansea Plaza
Company overview
The Celiang Wangfang Pansea Plaza FUNMIX is located in Changyang Town, Fangshan District, Beijing, with a total floor area of 220,000 square meters. It is a commercial complex jointly developed by Celiang Group and Wangfang Group, marking their first collaboration in the commercial real estate sector. The project is constructed in two phases, with the first phase covering approximately 110,000 square meters and officially opening in May 2013. Centered on the concept of "family consumption," the plaza aims to create a distinctive lifestyle hub integrating entertainment, leisure, sports, and parent-child interaction, featuring a children's playground, role-play experience center, arcade, sports park, brand discount stores, go-karting, cinema, and themed dining districts, all of which have gained strong popularity among local family-oriented customers
Research background
As urban commercial spaces become increasingly competitive, the needs and preferences of the family consumer segment are evolving continuously. How to accurately capture consumer preferences and enhance operational efficiency and customer satisfaction has become a pressing issue for Celiang Wangfang Pansea Plaza FUNMIX. To further optimize brand positioning, enrich the mix of retail offerings, and strengthen customer loyalty, the project team seeks to conduct a systematic investigation into the current behaviors and preferences of consumers. This study aims to provide data-driven insights and market-based evidence to support future strategic adjustments.
Research scope
In January 2019, CEIDEA Research was commissioned by Beijing Celiang Wangfang Commercial Operations Management Co., Ltd. to conduct a specialized study on "consumer behavior and preferences at the Celiang Wangfang Pansea Plaza." The research employed a quantitative questionnaire approach, targeting key customer demographics across major traffic zones of the plaza. The primary focus groups included consumers across different age groups, household structures, and consumption levels. The study specifically examined behavioral characteristics related to retail selection, product preferences, brand awareness, frequency of visits, average dwell time, and preferred shopping scenarios. Additionally, the research assessed customer satisfaction regarding service quality, store flow design, and overall atmosphere, aiming to construct a comprehensive and accurate consumer profile to provide actionable, detailed strategies for optimizing the commercial space.
Expected outcomes
This research will deliver a comprehensive and detailed consumer behavior database for the Celiang Wangfang Pansea Plaza FUNMIX. It will enable the operations team to accurately understand the core customer base's authentic needs regarding brands, product categories, and services. The findings will support the optimization of merchant mix and spatial distribution, improve inter-tenancy coordination efficiency, and ultimately enhance the overall commercial appeal and customer retention. The results will serve as a scientific basis for future brand recruitment, event planning, and service improvement initiatives.
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