JiaYu Suntao City Plaza - Commercial Zone Optimization and Consumer Research
Company overview
JiaYu Suntao City Plaza is a modern community shopping mall developed and invested by JiaYu Group, and managed by Guangzhou JiaYu Suntao City Plaza Property Management Co., Ltd. Located on the eastern side of Baiyun Mountain, at the northern end of the city's new central axis, the project has been operational since December 2009 and has evolved into a fashionable shopping destination integrating shopping, entertainment, dining, leisure, services, and experiential activities. With a total built-up area of 70,000 square meters and hundreds of domestic and international brands, it has become one of Guangzhou's most recognized shopping centers. The plaza has attracted a large number of consumers and currently boasts over 50,000 members, providing convenient commercial services to surrounding communities and residents of Guangzhou.
Research background
Although Suntao City Plaza has been in operation for ten years and maintains a stable consumer base and membership group, the intensifying market competition and diversifying consumer demands have revealed gaps in the mall's understanding of its customer base. To better optimize commercial layout, enhance brand image, and meet the evolving needs of consumers, Suntao City Plaza requires a deeper understanding of the specific needs of current, potential, and lapsed customers. This research aims to identify key issues and provide actionable insights for future commercial and brand improvements.
Research scope
In November 2019, Guangzhou JiaYu Suntao City Plaza Property Management Co., Ltd. commissioned CEIDEA Research to conduct a specialized consumer survey. The study employed a combination of online questionnaires and offline intercept interviews, targeting existing members, current shoppers, potential customers, and lapsed customers. The research focused on collecting data on consumers' shopping preferences, brand preferences, shopping frequency, visit motivations, satisfaction with mall facilities, identified consumption pain points, reasons for churn, and expectations for future mall development. Additionally, the study explored differences in needs and expectations across various customer segments, identifying key areas for improvement within the commercial zone.
Expected outcomes
This research will deliver a comprehensive analysis report on consumer needs and behaviors, clearly defining the characteristics and core requirements of different customer segments, and identifying current optimization opportunities within the commercial zone. The report will provide data-driven support for a range of operational decisions, including facility improvements, brand adjustments, retail restructuring, consumer engagement strategies, and promotional campaigns, enabling Suntao City Plaza to refine its operational strategies with greater precision and enhance customer satisfaction and loyalty. The findings will also serve as a strategic foundation for future brand recruitment, store mix planning, event planning, and spatial design, ensuring the mall continues to attract consumers and expand its market share in an increasingly competitive environment.
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