Shandong Jianbang - Commercial Strategy Research for Jinan Zhongxin Smart City
Company overview
Shandong Jianbang Group is a large, comprehensive enterprise group integrating real estate development, property management, and commercial operations. With long-standing expertise in urban development and operation, the company has successfully delivered multiple key urban projects and possesses extensive experience in project planning and commercial recruitment. As the primary commercial recruitment partner for the Jinan Zhongxin Smart City project, Jianbang Group bears the responsibility of advancing project implementation, attracting high-quality commercial resources, and building a smart, eco-friendly urban ecosystem
Research background
Jinan, one of China's early pilot cities for "smart city" initiatives, is vigorously promoting smart city development. The Zhongxin Smart City project, a key initiative under the new Sino-Robert cooperation framework, aims to promote integrated urban and residential development in the region. To achieve this, it must accurately align with regional consumer demand and commercial resources, establishing a competitive business ecosystem. To ensure efficient commercial recruitment, Shandong Jianbang commissioned a professional research team to conduct market reconnaissance, gaining insights into actual consumer needs and potential conditions for brand retailers, thereby enabling the formulation of scientifically grounded commercial recruitment strategies
Research scope
In March 2017, CEIDEA Research was engaged by Shandong Jianbang Group to conduct a quantitative questionnaire survey targeting potential commercial consumers in the vicinity of the Zhongxin Smart City project. The study aimed to deeply understand consumer demand across key sectors such as daily services, leisure and entertainment, education and training, and health and medical care, analyzing brand preferences, consumption frequency, purchasing power, and preferred consumption scenarios. Additionally, one-on-one in-depth interviews were conducted with leading retail brands that showed high consumer interest, exploring their willingness to join, preferred partnership models, and expectations regarding commercial recruitment policies. The findings were synthesized into a complete data loop to support the development of a targeted commercial recruitment strategy.
Expected outcomes
The final research findings provided Shandong Jianbang with a comprehensive understanding of target consumers' preferences for business formats and brands, as well as market size. It also identified key brand partners' willingness to collaborate and their expectations for commercial recruitment policies, optimizing the allocation of commercial recruitment resources. The report served as precise data and decision-making support for formulating a practical and effective commercial recruitment roadmap, improving recruitment efficiency, and achieving differentiated commercial layouts.
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