Shenzhen Dongbu Culture - Market Pricing Research for Cultural IP Products
Company overview
Shenzhen Dongbu Culture Development Co., Ltd. (referred to as "Dongbu Culture Company") is a state-owned enterprise established by Pingshan District to promote the development of regional cultural and tourism industries. The company specializes in the development and operation of cultural industry parks, investment in cultural and tourism projects, R&D of cultural products, and cultural brand promotion. Committed to the strategic positioning of "building a cultural high ground in the eastern region," the company is dedicated to uncovering and disseminating local cultural resources from Pingshan, promoting cross-sectoral integration between culture, tourism, and technology, and providing strong support for regional cultural revitalization and urban image building.
Research background
To promote the widespread dissemination of Pingshan's culture and achieve market-oriented transformation of cultural products, the Dongbu Culture Company has launched a range of cultural merchandise based on local IP assets. Currently, these products are primarily distributed through internal use within administrative units for pilot promotion. However, relying solely on internal circulation within administrative channels limits reach and fails to effectively engage broader market audiences, making it difficult to achieve scalable revenue generation. Therefore, the company seeks professional market research to understand consumer feedback and further refine its product strategy and commercial pathways.
Research scope
In October 2018, CEIDEA Research was commissioned by Shenzhen Dongbu Culture Development Co., Ltd. to conduct a specialized study on the market expansion strategy for Pingshan-local IP cultural products. The research focused on three key dimensions: administrative institutions, end consumers, and cultural product distributors. Through a combination of in-depth interviews and questionnaire surveys, the study systematically collected feedback on user experiences, functional needs, aesthetic preferences, price tolerance, and dissemination suggestions regarding Dongbu Culture IP merchandise. For administrative institutions, the focus was on procurement frequency, user feedback, and expectations for future collaboration models; for consumers, the emphasis was on acceptance of product design, practicality, cultural expression, and brand recognition; and for distributors, the key areas included assessment of sales potential, channel distribution, profit margins, and available marketing resources. Through comparative analysis and data-driven insights, the study provides targeted recommendations on product pricing, channel selection, and product line expansion.
Expected outcomes
This research will provide the Dongbu Culture Company with a systematic understanding of consumer reception and market responses to IP-based cultural products across different user groups, enabling clear strategic direction for key optimizations in product design, pricing, and distribution channels. The findings will support the company's efforts to expand sales channels, enhance brand visibility, and guide future product line development—effectively transitioning cultural products from government-led promotion to mass-market commercial operations. This transition will significantly broaden the reach and economic conversion potential of Pingshan's cultural identity.
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