Le Feng Plaza - Consumer Research in the Commercial District
Company overview
Since its opening in 2013, Le Feng Plaza is located at No. 106-108, Nandu Industrial Avenue, Haizhu District, Guangzhou, with a total built-up area of 100,000 square meters and five floors above ground. It is dedicated to creating a youth-oriented, fashion-forward, one-stop shopping destination integrating shopping, dining, entertainment, and leisure. As one of the pioneering large-scale commercial complexes in Haizhu District, Le Feng Plaza has filled the gap of large-format shopping malls in the region and quickly established itself as the commercial core of the local district. Through the introduction of diverse business formats and brand combinations, supported by frequent themed marketing activities, the plaza has significantly stimulated regional consumption vitality, enhanced brand visibility, and strengthened customer retention.
Research background
In the context of increasingly intense commercial competition and evolving consumer demands, Le Feng Plaza seeks to conduct a third-party professional research to gain a deep understanding of the current consumer structure, shopping behaviors, brand preferences, and consumption needs within the commercial district. The study aims to evaluate the alignment of the mall’s existing services and business formats with the key customer segments. Additionally, it will conduct a systematic analysis of consumer satisfaction and core competitiveness in the minds of shoppers, and explore strategies for converting potential new customer segments and identifying key touchpoints for communication. The findings will support the optimization of operational strategies and marketing resource allocation, enhance market competitiveness, and achieve comprehensive improvements in foot traffic, sales performance, and brand influence.
Research scope
In December 2016, CEIDEA Research was commissioned by Le Feng Plaza to conduct this commercial district consumer study. The research covered the primary traffic sources within the Le Feng Plaza's influence range, employing a mixed-method approach combining quantitative questionnaires and qualitative in-depth interviews. Survey topics included: basic profiles of current consumers (age, occupation, income, and residential areas), shopping frequency and motivations, visitation pathways, primary consumption formats, brand preferences, spending ranges, service satisfaction (including environment, staff guidance, floor flow, facilities, and hygiene), media consumption habits, response to promotions, and word-of-mouth behavior. Additionally, a sample of consumers who have not visited the plaza was surveyed to identify reasons for non-attendance and potential for conversion, providing actionable insights for the mall's future target audience expansion and promotional strategies.
Expected outcomes
The research will provide a clear picture of the primary customer segments and their behavioral characteristics, identify key consumer groups and their needs, and assess the mall’s competitive advantages and shortcomings in areas such as service quality, brand mix, and experiential design. The final findings will offer robust data support for the mall to develop precise customer operation strategies, optimize business format layouts, and adjust promotional and event content. Additionally, the study will propose targeted marketing and communication recommendations for potential customers, including media mix, content direction, and promotional mechanisms, providing a systematic solution for the mall’s future traffic acquisition, brand building, and sustainable development.
Scan to add our research consultant