Project background:

Urban complex refers to a large-scale building complex that integrates commercial, residential, office, hotel, cultural and other functions in the city center or important nodes. It is an important carrier and new growth point of urban development. In recent years, with the acceleration of China's urbanization process and the improvement of residents' consumption level, the urban complex industry has shown a rapid development trend.

Customer pain points:

An urban complex developer is an enterprise focusing on the development and operation of urban complex, with a number of successful project cases. The company plans to develop a new urban complex project in a first-tier city, but faces fierce competition and a complex market environment. The company hopes to have an in-depth understanding of consumer needs, competitive landscape, and development trends in the target area in order to develop a reasonable development strategy and marketing plan.

Project purpose:

In 2023, Champ Consulting was commissioned to provide it with a professional market research service aimed at providing customers with the following through comprehensive, accurate and timely collection and analysis of relevant data and information:

The status, scale, structure and characteristics of the urban complex industry in the target area;

Consumer portraits, demand characteristics, preferences, consumer behavior, etc. in the target area;

Main competitors in the target area and their product characteristics, advantages and disadvantages, market share, etc;

The development trend, opportunities and challenges, influencing factors of the urban complex industry in the target area;

Feasibility assessment, proposal, risk warning, etc. for customer projects.

Research object:

This research mainly uses a combination of quantitative and qualitative methods, including:

Literature analysis: collect and analyze official data and authoritative reports such as the National Bureau of Statistics, China's urban complex development white paper, as well as industry information and comments released by relevant professional media and network platforms;

Network questionnaire survey: through WeChat, Alipay and other mobile channels, randomly selected in the target area1000As a sample, design and send a network questionnaire containing a variety of questions (single-choice questions, multiple-choice questions, scale questions, etc.), collect and analyze the basic information and consumption opinions of consumers;

In-depth interviews: through telephone, video, etc., to the target area.10conduct in-depth interviews with the heads of major competitors or relevant personnel to understand the basic situation and operational strategies of their projects and conduct competitive analysis;

Field investigation: conduct field investigation on some urban complex projects in the target area, observe their architectural style, functional layout, flow of people, atmosphere, etc., and evaluate their attractiveness, advantages and disadvantages.

Project Content:

The main contents of this research include the following aspects:

Current situation of urban complex industry: analyze the market scale, structure, distribution and characteristics of the urban complex industry in the target area;

Development trend of urban complex industry: predict the development prospects, opportunities and challenges, influencing factors, etc. of the urban complex industry in the target area;

Consumer demand analysis: portraits of consumers in the target area, demand characteristics, preferences, consumer behavior, etc;

Competitor analysis: evaluate the main competitors in the target area and their product characteristics, advantages and disadvantages, market share, etc;

Customer project analysis: according to the basic situation and objectives of the customer project, feasibility assessment, proposal, risk warning, etc.

Project Value:

This research provides the following value to customers:

Provide customers with comprehensive, accurate and timely market data and information, help customers understand the current situation and development trend of the urban complex industry in the target area, and provide a strong basis for customers to formulate development strategies and marketing plans;

It reveals the needs and preferences of consumers in the target area for customers, helps customers locate the target market and consumer groups, and provides useful reference for customers to design product functions and service content;

Analyze the main competitors in the target area for customers, help customers identify their own advantages and disadvantages, and provide effective guidance for customers to formulate differentiated competitive strategies;

Assess the feasibility and risks of the project for the customer, help the customer avoid potential problems and obstacles, and provide guarantee for the customer to achieve the success of the project.