Jiachuang Property Development - Commercial Optimization and Consumer Research for Yifeng City, Nansha, Foshan
Company overview
Yifeng City Nansha is the second urban complex project developed by Sembcorp in the Greater China region, continuing the mature commercial operation model and international standards established in Singapore's Yifeng City project. Located in the core commercial district of Nansha, Foshan, the project features a commercial footprint of 150,000 square meters, serving as a modern, integrated shopping, leisure, entertainment, dining, and cultural destination. The project includes a supermarket, a large cinema (with 12 screening rooms), and numerous domestic and international brand retailers, designed to create an experiential space for family consumption and trendy lifestyle experiences, aiming to become the preferred destination for urban families in the Nansha region for fashionable and recreational consumption.
Research background
Although Yifeng City enjoys a leading edge in commercial planning and brand advantages, it continues to face two core operational challenges: first, the increasing number of commercial projects in its surrounding district leads to intensified homogenization and competition, with consumers facing more choices and resulting in weakened customer loyalty; second, ongoing road construction in the surrounding area negatively impacts traffic accessibility and customer footfall stability. In this context, Yifeng City urgently requires a systematic consumer research effort to identify the core customer needs, assess competitive dynamics, and formulate differentiated positioning and operational strategies to achieve a breakthrough amid intense competition.
Research scope
In December 2015, CEIDEA Research was commissioned by JiaChuang Property Development Co., Ltd., Foshan, to conduct a targeted consumer survey among the core district customers of Yifeng City. The study employed a mixed-method approach combining quantitative questionnaires and qualitative focus group discussions, covering major residential and office communities in the surrounding areas. Survey content included: basic consumer profiles (age, occupation, consumption capacity, and distance of residence), visit frequency, primary consumption motivations and preferences, satisfaction levels with the project's services and brand mix, awareness and comparative evaluations of surrounding competing projects, perceptions of traffic accessibility and construction impacts, identified improvement needs, and preferred communication channels. Additionally, lifestyle and consumption trends of the target group were analyzed to further refine the consumer segmentation within the district.
Expected outcomes
The research findings will help clarify the actual needs and preferences of the primary customer segments, identify current service gaps and operational bottlenecks, and clearly present Yifeng City's relative competitive strengths and weaknesses in the eyes of consumers. The report will provide professional recommendations for differentiated positioning strategies, retail brand optimization, service quality improvements, and precise promotional approaches. Additionally, it will propose emergency countermeasures to address customer footfall loss during the construction phase, helping Yifeng City strengthen its brand appeal and customer loyalty in a fiercely competitive commercial landscape, thereby ensuring sustainable and healthy commercial development.
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