Shantou Wanda - Commercial Consumer Research
Company overview
Shantou Wanda Plaza is Wanda Group's first large-scale commercial complex developed in the west district of Shantou. Positioned as an urban commercial landmark integrating shopping, leisure, dining, and entertainment, the project serves as a key commercial initiative in Jinping District. Its opening not only diversifies the local retail landscape but is also seen as a vital driver for boosting economic vitality in the west district, enhancing the city's image, and improving residents' quality of life. The project's implementation represents a significant achievement of Shant of Municipal Party Committee and Municipal Government's strategic initiative for the 'Development Year' campaign, with far-reaching implications for regional competitiveness.
Research background
In today's increasingly competitive commercial real estate market, effectively adapting to evolving consumer demands through strategic retail adjustments remains a key determinant of the long-term sustainability of shopping centers. Since its opening, Shantou Wanda Plaza has faced direct competition from multiple large-scale commercial complexes within the city. To solidify its existing customer base, attract new target demographics, and achieve dynamic optimization of its retail mix and brand portfolio, the project urgently requires a comprehensive understanding of local consumers' latest preferences and consumption trends—enabling the development of more forward-looking operational strategies.
Research scope
In October 2019, CEIDEA Research was commissioned by Shantou Wanda Plaza Commercial Management Co., Ltd. to conduct a specialized consumer study focused on enhancing the core competitiveness of the commercial complex. The research targeted consumers in Shantou City and surrounding areas, employing iPad-assisted questionnaire surveys combined with real-time audio recording and photo capture to ensure authenticity and data completeness. Key topics included consumer shopping preferences, expectations for experiential environments, brand awareness, and motivations for brand selection. A comparative analysis was conducted across four primary competitors—Sunny Plaza, Bunge Center, Qiongguang Hui, and Xin Yicheng—to comprehensively examine behavioral differences and value judgments among consumers across different commercial venues.
Expected outcomes
Through this research, Shantou Wanda Plaza will gain a systematic understanding of its target customer base, including detailed consumer profiles and behavioral patterns. The study will provide deep insights into actual consumer needs regarding retail layout, brand mix, service experiences, and marketing approaches. The final report will deliver precise data-driven recommendations to support the project in optimizing product categories, upgrading brand portfolios, reengineering service processes, and refining promotional strategies—ultimately enhancing operational efficiency, customer retention, and the ability to maintain a sustainable competitive advantage through actionable, implementable strategic guidance.
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