Jingji Baina - Mall Consumer Research
Company overview
Shenzhen Jingji Baina Commercial Management Co., Ltd. was established in 2006 and is a wholly-owned subsidiary of the Jingji Group. Specializing in the investment, development, and operation of commercial real estate, the company is committed to delivering high-quality commercial spaces and consumer experiences to urban communities. Adhering to the philosophy of 'fine management and brand operation,' the company has successfully managed multiple urban commercial complex projects, offering end-to-end services including property leasing, operations promotion, and property management. The Shajing Jingji Baina Mall, one of its key projects, is located in the core area of Shajing, Bao'an District, Shenzhen. The mall features a commercial footprint of 180,000 square meters, integrating shopping, dining, leisure, and entertainment, and serves as the largest and most fully equipped one-stop premium shopping destination in the western region of Shenzhen.
Research background
As urban commercial competition intensifies and multiple commercial complexes enter operation, consumer choices in the Shajing area have become increasingly diverse, with market share struggles reaching a peak. In this context, Shenzhen Jingji Baina Commercial Management Co., Ltd. aims to deeply understand the public's perception of the Shajing Jingji Baina Mall, its consumption preferences, brand appeal, and differentiating performance compared to surrounding competitors. This will enable the company to refine its operational strategies, enhance customer loyalty, and strengthen brand influence. Based on this, the company commissioned CEIDEA Research to conduct a systematic consumer and competitor comparison study.
Research scope
In December 2015, CEIDEA Research was commissioned by Shenzhen Jingji Baina Commercial Management Co., Ltd. to carry out consumer research on the Shajing Jingji Baina Mall. The study adopted a combined approach of qualitative focus groups and quantitative questionnaire surveys, covering consumers across various age groups, occupations, income levels, and consumption frequency segments. The research aimed to deeply understand shopping motivations, consumption habits, preferred retail formats, shopping frequency, service satisfaction, and brand recognition. Simultaneously, the research team conducted on-site visits to major competitor malls within the Shajing area, comparing and analyzing differences in brand portfolios, transportation accessibility, service quality, and promotional activities from the consumer's perspective, providing actionable insights for Jingji Baina to identify areas for improvement.
Expected outcomes
Through this research, Jingji Baina will gain a comprehensive understanding of the real needs, behavioral patterns, and overall evaluations of its target consumer base, clearly identifying its strengths and areas for improvement. By comparing with competitors, the study will pinpoint market differentiators and potential opportunities. The findings will provide empirical support for subsequent in-depth consumer segmentation analysis, the development of targeted marketing strategies, and the optimization of media placement pathways, ultimately helping the Shajing Jingji Baina Mall strengthen its market appeal and operational efficiency in a fiercely competitive commercial landscape.
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