Xing Hong Meikai Long - Consumer Behavior Study
Company overview
Since its founding in 1986, Xing Hong Meikai Long has been committed to creating warm, harmonious home living environments and enhancing the quality of life for Chinese consumers. As a leading brand in the Chinese home furnishings retail industry, Xing Hong Meikai Long has continuously expanded its national footprint. As of May 2010, the company operated 66 large-scale home furnishing malls across key cities including Beijing, Shanghai, Guangzhou, Shenzhen, Chengdu, Chongqing, and Tianjin. In 2009, the company's total sales exceeded RMB 31.3 billion, solidifying its leadership position in the Chinese home retail sector. Leveraging its premium positioning, brand integration capabilities, and systematic operational management, Xing Hong Meikai Long is continuously driving the quality upgrade of home consumption and setting new industry benchmarks.
Research background
With the rising living standards and increasing personalization demands among urban consumers, home consumption behaviors are increasingly exhibiting diversification and refinement. In emerging city premium commercial districts, accurately understanding consumer behavior patterns and preference trends has become a key factor for home retail brands in optimizing product portfolios, formulating pricing strategies, and improving service experiences. As a key outlet within the group's Guangdong region, the Pazhou branch of Xing Hong Meikai Long requires in-depth research to systematically understand the motivations and decision-making pathways of local consumers, providing data-driven insights for store-level operational strategies.
Research scope
On April 19, 2011, CEIDEA Research was commissioned by Guangzhou Xing Hong Meikai Long to conduct a specialized consumer behavior study at the Pazhou branch. Using a combination of questionnaire surveys, in-mall intercept interviews, and on-site observations, the study collected real-time data from actual in-store visitors, focusing on key behavioral indicators such as brand awareness, preferred product categories, budget levels, and decision-making factors—including price, design, materials, and after-sales service. Additionally, the research explored consumers' latent needs and shopping motivations, evaluated the appeal of individual brand showrooms and price acceptance levels, and delivered a comprehensive understanding of customer flow and consumption pathways.
Expected outcomes
Through this study, Guangzhou Xing Hong Meikai Long will gain a detailed behavioral profile and preference analysis of its target customers in the Pazhou district, clearly identifying the core factors influencing consumer decisions. The findings will provide robust data support for optimizing the store's brand mix, pricing structure, and showroom layout. Additionally, the research results will serve as a scientific basis for the company to develop more targeted marketing strategies, enhance the overall shopping experience, and strengthen customer loyalty—helping maintain its competitive leadership in the regional market and driving overall operational performance improvements.
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