Lide Bifeng - Consumer Demand Research for Tianshi Commercial
Company overview
Lide Bifeng Tianshi is a regional urban commercial complex developed by the world's top 500 enterprise, Lide Group, located in the core district of Baiyun New City, Guangzhou. Since its opening in 2015, the project has consistently adhered to the operational philosophy of 'family-centered, experience-driven'. In its early phase, experience-based consumption (such as dining and entertainment) accounted for as much as 70% of the retail mix, while retail accounted for approximately 30%. As urban development progresses, the population structure and consumption patterns within the Baiyun New City business district have continuously improved, with transportation infrastructure becoming increasingly well-developed and permanent population numbers rising significantly, providing new growth momentum and shifting customer demographics for Lide Bifeng Tianshi.
Research background
As surrounding residential projects gradually complete and residents move in, the customer base of the Baiyun New City business district has shifted from relying on external visitors to primarily consisting of local families. Family-oriented and parent-child consumption has become the dominant demand. Lide Bifeng Tianshi conducted an optimization of its business mix in mid-2017, increasing the proportion of dining and children-related businesses to align with emerging consumer trends. However, in the increasingly competitive commercial environment, the project must continuously track consumer demand and dynamically understand the behavioral patterns and service expectations of its target customers to refine subsequent service improvements, business model upgrades, and targeted marketing strategies.
Research scope
In October 2019, CEIDEA Research was commissioned by Guangzhou Lide Commercial Asset Management Co., Ltd. to conduct a specialized study on the current and potential consumers of Lide Bifeng Tianshi. The research employed a mixed-method approach, including focus group discussions with existing customers and a questionnaire survey of residents within a 2-kilometer radius of the project. Key areas of inquiry included consumer feedback on the overall environment, brand mix, service experience, participation in events, visit frequency, and preferences. By integrating insights on consumers' lifestyles, consumption needs, and satisfaction levels, the study provides a multidimensional perspective for analyzing the competitiveness of the business district and evolving customer demographics.
Expected outcomes
This research will enable Guangzhou Lide Commercial Asset Management Co., Ltd. to comprehensively understand the core needs and service pain points of its target customer base, identify trends in changing consumer preferences, and clarify its market positioning and differentiating advantages within the business district. The final report will provide scientifically grounded, actionable recommendations for service process redesign, business mix adjustments, and optimization of leasing strategies, thereby helping Lide Bifeng Tianshi maintain sustained appeal and operational vitality in the competitive commercial landscape.
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