Take Qingdao Mixc City as an example of a business case for creating consumer demand:
Each shopping mall will face multiple positioning and focusing processes at each stage of its life cycle, which requires Continuously check whether the services and products provided match the characteristics, needs and preferences of local consumers.
The first positioning and focus adjustment is in the planning stage before the project starts. The second positioning and focus adjustment is between six months and one year after the project is opened. Do not look for solutions after problems arise. For commercial real estate operators in the planning stage and those who have just opened, the case of Qingdao Vientiane City has brought a lot of thinking.
Before the opening, the number of followers on the official Weibo of Qingdao Vientiane City had exceeded 10,000, and the number of followers of the public account was also the first among Qingdao shopping malls. However, the number of visitors at the venue was lower than expected. Some marketing activities can attract a large number of customers, but the consumption conversion rate in the venue is obviously insufficient. In response to various phenomena, China Business Data’s preliminary prediction is that the services provided by Vientiane City do not match the characteristics, needs and preferences of local consumers.
China Business Data first captures people’s behavior trajectory data through mobile phones, and then reversely deduce the distribution of consumers’ residences and workplaces, as well as the distribution of consumption destinations in residential communities targeted at visitor groups. This accurately describes the characteristics of the customer group and redefines the competitive relationship of Qingdao's businesses. We further process high-frequency and low-frequency tags for visitor groups, and provide sufficient data support for strong-connected loyal customer groups and low-frequency customer groups respectively.
By integrating various dimensions of data related to Qingdao residents and consumption, as well as on-site data monitoring and capture, Zhongshang Data dissected the problem from both internal and external levels, and systematically conducted a large-scale analysis of Vientiane City. Data analysis.
For the catering industry, China Business Data retrieved online data from more than 11,000 catering stores, and tagged the data according to time period, taste, category, working meals and weekend meals to comprehensively analyze Qingdao city Residents’ consumption preferences and category distribution.
Further comparative analysis of the catering formats in the venue and competing products found that in terms of snacks and fast food categories that are most popular among Qingdao citizens, there are significantly fewer stores in the Mixc venue than competing products. Seafood and local specialty snacks, which are also favored by Qingdao citizens, are missing in categories in Vientiane City. In response to the above problems, China Business Data recommends increasing seafood restaurants and small-area fast food snacks.
In terms of fast fashion, although the total number of brand stores in Mixc ranks first in Qingdao, the stores are distributed on four floors. The large volume of 450,000 square meters will cause similar brands to be dispersed, which will cause consumers with actual purchase intention to wander around the venue ineffectively.
Through on-site big data analysis, it was found that there is a lack of interactive communication between fast fashion brands, and the conversion efficiency of users who come from the consumption demand of fast fashion goods is low.
Belle Plaza’s fast fashion category has many advantages. Zara’s sales are almost twice that of MixC. In terms of business concentration, Belle Plaza’s businesses are relatively concentrated. In terms of brand pricing, Belle Plaza's brand grade is also relatively low, and the price range is relatively reasonable. In terms of product style, Belle Plaza mainly adopts Shaoshu style, while Vientiane City has no obvious style features.