Chardoen Pokphand Group - Commercial Complex Redevelopment Positioning Study for Shantou Bophong Lianhua
Company overview
Shantou Zhandag Real Estate Development Co., Ltd. is a subsidiary of Zhandag Real Estate under the Chardoen Pokphand Group. It is a specialized real estate company focused on investment, development, and operation of commercial properties. The Chardoen Pokphand Group, founded in Thailand, is a globally recognized multinational conglomerate with operations spanning 21 countries and regions and employing over 340,000 people. The group holds a leading position in sectors such as agriculture, food, retail, and telecommunications. In 2017, its total sales reached $50 billion, making it one of the earliest foreign-invested enterprises to enter China, with substantial resource accumulation and extensive local operational experience
Research background
With the rise of urban consumption upgrades, shifts in lifestyle patterns, and accelerated urban functional redevelopment, commercial complexes have increasingly become strategic focuses for real estate developers as key vehicles for urban renewal. As a key urban center in the Guangdong Eastern Region, Shantou possesses strong regional consumption capacity and commercial potential. Zhandag Real Estate plans to rebuild and develop a landmark commercial complex on the original site of the existing Bophong Lianhua Mall, with a total built-up area of approximately 250,000 square meters. During the project planning phase, it is essential to understand the consumption preferences and behavioral characteristics of local residents in order to accurately align with market demand, establish a rational business mix, and optimize brand portfolio strategies.
Research scope
In April 2019, CEIDEA Research was commissioned by Shantou Zhandag Real Estate Development Co., Ltd. to conduct a mixed-method study combining in-depth qualitative interviews and quantitative surveys among potential consumers in the project's surrounding commercial district. The study comprehensively examined residents' behavioral patterns and preferences in areas such as dining, children's entertainment, shopping, and educational training, with a focus on consumption frequency, price sensitivity, brand acceptance, preferred dominant business formats, and media exposure habits. Through the collection and analysis of first-hand data, the study aims to clarify customer segmentation, demand hierarchies, and underserved commercial opportunities in the region.
Expected outcomes
The final research report will assist Zhandag Real Estate in accurately profiling the core customer base, identifying their preferences and needs regarding commercial amenities. Based on these insights, the report will provide key data support and actionable recommendations for the project's commercial brand positioning, selection of dominant business formats, brand portfolio strategy, and subsequent marketing and promotion plans, laying a solid foundation for the successful operation of the commercial complex.
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