AVIC Ji Fang - Consumer Research
Company overview
AVIC Ji Fang is a commercial property operations and asset management unit under AVIC Property Development, specializing in the management and operation of income-generating commercial real estate. AVIC Ji Fang is primarily responsible for the comprehensive operations of the group's commercial projects, covering functions such as leasing and property management, marketing and promotion, mall operations, customer service, and property management. Leveraging its deep industry expertise and resource advantages, AVIC Ji Fang is committed to providing systematic operational support for its commercial projects, driving continuous value appreciation in commercial real estate, and delivering high-quality shopping experiences and services to consumers
Research background
With the continuous development of Suzhou's commercial market, Ji Fang Assets plans to establish a 30,000 square meter shopping mall in the city, aiming to enhance brand visibility and expand market share. To ensure the project effectively aligns with local market demands, Ji Fang Assets intends to conduct market research to understand the shopping habits, consumption characteristics, and potential pain points of target consumers. This will provide data support for project positioning, retail mix configuration, and brand selection. The research will focus specifically on consumers within a 3-kilometer radius of the project site, aiming to gain in-depth insights into their needs and provide actionable decision-making support for the mall's planning and operations.
Research scope
In June 2020, CEIDEA Research was commissioned by AVIC Ji Fang to conduct a consumer survey within a 3-kilometer radius of the Suzhou project. The study primarily employed a questionnaire-based approach, with a sample size of 300 respondents. The objective is to identify the consumption needs and pain points of the target consumer group and to build a detailed consumer profile. Specific research topics include: shopping frequency, preferred types of shopping malls, preferences for mall formats and brands, demand for mall layout, product categories, and service facilities, as well as difficulties or dissatisfaction encountered during the shopping process. The findings will help Ji Fang Assets accurately grasp consumer needs at the project's early stage and rationally configure retail formats, product lines, brands, and supporting facilities, thereby enhancing the project's market appeal and competitiveness.
Expected outcomes
Through this research, Ji Fang Assets will obtain a detailed analysis of consumer behavior and demand insights, enabling the team to more accurately meet the needs of the target customer group during project positioning. The research report will provide specific recommendations on retail format selection, brand introduction, and mall layout, ensuring the shopping mall fully meets consumer expectations and enhances the overall shopping experience. Additionally, the research will offer data support for key decisions in leasing, planning, and advertising promotion, helping the company develop more precise market strategies and improve both market competitiveness and return on investment for the project.
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