China Resources Land - Consumer Research on Wanxiang City Mall
Company overview
China Resources Land is one of the most influential flagship business platforms within the China Resources Group and is among the leading comprehensive real estate developers in mainland China. The company specializes in the development and operation of high-quality residential properties and urban complexes, committed to delivering premium living spaces and commercial experiences for urban residents. The Hefei Wanxiang City Mall is the eighth Wanxiang City project developed nationwide, positioned as a large-scale urban complex integrating shopping, leisure, office space, hotel services, dining, and entertainment. The project aims to establish a new commercial landmark in Hefei and drive urban consumption upgrades
Research background
With intensifying competition among urban complexes and diversifying consumer demands, commercial projects must continuously optimize brand portfolios, layout configurations, and service experiences to enhance customer satisfaction and loyalty. Since its operation, the Hefei Wanxiang City Mall has rapidly built a strong brand presence in the local market. However, how to further improve service quality and customer satisfaction while building upon existing strengths remains a key challenge facing the project. Therefore, China Resources Land commissioned CEIDEA Research to conduct a precise, quantified consumer survey to systematically understand customers' authentic needs and behavioral preferences, and to identify commercial potential and optimization directions.
Research scope
In August 2017, CEIDEA Research was commissioned by China Resources Land to conduct a systematic quantitative survey of consumers at the Hefei Wanxiang City Mall. The survey targeted core customer groups in the surrounding commercial district, encompassing diverse demographic segments such as young professionals, housewives, students, and business professionals. Survey content included customers' frequency and timing of consumption, preferred product categories, brand awareness, service experiences, shopping routines, exposure to marketing channels, and motivations behind shopping decisions. The study specifically identified areas of satisfaction and dissatisfaction with the current brand mix and collected consumer suggestions for future improvements.
Expected outcomes
This study provides the Hefei Wanxiang City Mall with detailed customer profiles, behavioral patterns, and consumption psychology data. The analysis clearly reveals the project's current operational strengths and areas requiring optimization. The final report will offer scientific strategic recommendations in areas such as brand recruitment, facility configuration, operational adjustments, customer engagement, and promotional activities, effectively supporting the mall's continuous improvement in operational efficiency and customer satisfaction, and reinforcing its competitive edge in the region's premium commercial market
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