Analysis on consumption of major business districts in Taipei

        Taipei's major business districts are located around the MRT station, with convenient transportation and easy to attract people. But do you know where the most powerful business district is in Taipei? Is there any difference in the nature of business activities in different business districts? Who are the main customers of each business district? What are the characteristics and preferences? How do people flow? What kind of services or consumption activities can brand stores use to enhance consumers' willingness to visit? Go survey focuses on the six business districts in the greater Taipei area. Through the questionnaire survey, we can analyze the customer characteristics and consumption trend of these six business districts.

        Taibei's six major business districts: Xinyi, Dongqu, Xinban, Zhanqian, Ximen and southwest Zhongshan

        In terms of the business districts that people have "consumed" and "visited most" in the past six months, "Xinyi business district" and "Eastern District business district" are the top two major business districts in Taipei, and they are the main concentration areas of the crowd. The following are "Xinban business district", "Zhanqian business district", "Ximen business district" and "Zhongshan Nanxi business district", ranking among the top six business districts most visited by consumers in Taipei.

        Compared with 2018, novel coronavirus pneumonia and shopping centres are showing a downward trend in terms of consumption or visiting people. The reason for this is that the visitors from these two business circles are mainly passengers and tourists. Because the new crowns pneumonia impact, business circles are sparse, affecting the willingness of customers to visit, resulting in a sharp decline in the number of visitors.

                The number of people in the six major business districts is mostly flat and declining. Xinyi and the South West Business District of Zhongshan are growing up in attracting customers

        According to the data, the highest proportion of people flowing out of the six business districts is Zhanqian (53%) and Ximen (52%), and the lowest is Xinban (25%) and Xinyi (34%). Compared with that in 2018, the proportion of people flowing out of the six major business districts in 2020 shows a flat or declining trend, indicating that the flow of business districts is slowing down and the kinetic energy of the crowd movement is insufficient.

        However, under such a trend, the attraction of Xinyi and Zhongshan Nanxi business district increased by 6% and 4% respectively. In Xinyi business district, it may be that the new department store Fengfeng Nanshan and Xinyi Far Eastern Department Store A13 have driven the crowd to gather; while the growth of the attraction of Zhongshan Nanxi business district may be due to the fact that Chengpin Nanxi store has attracted many food lovers and cultural visitors.

        In addition, compared with 2018, the flow of people from Xinyi business district to the Eastern District showed a downward trend (17% vs. 22% Y18), indicating that the demand of consumer groups can be met in Xinyi business district, and it is less necessary to move out. However, the flow in the Eastern Business District remained similar to that in 2018, mainly flowing to Xinyi business district (31%).

        Due to the high rent of shops in the Eastern Business District, many shops have to close down or shift their positions; however, the new Xinyi business district is mature and close to the Eastern District, which leads to the gradual migration of people in the Eastern District to Xinyi business district. How to solve the dilemma of store running away and the loss of people is a big challenge in the future.

                Young customers stop in Xinyi and Xinban business district

        Mature customers linger in the Eastern Business District

        What are the differences in the nature of frequent customers in different business districts? After observing the profile of consumer groups in various business districts, it is found that female customers like to visit the Eastern District, the front of the station and the southwest Business District of Zhongshan; the male customers prefer to visit Xinyi and Ximen business districts; the young customers often stop at Xinyi and Xinban, and the mature customers linger in the eastern district. However, due to the advantages of traffic interchange in front of the station, it is easier to attract customers from other counties and cities such as Taoyuan and Xinzhu.

        It is suggested that shops in the business district can provide more customized products and services for different consumer groups, so as to enhance the willingness to visit.

                Eastern District and Xinyi business district are among the best in consumption potential

        What are the differences in the consumption power of customers in different business districts? By observing the income of customers in each business district, it is found that the monthly income of the customers in the Eastern District and Xinyi business district is higher than that in other business districts, and the disposable income accounts for 54% and 51% of the individual income, which obviously has high consumption potential. Compared with the mature customers in Eastern District, the consumption power of young customers in Xinyi business district is not inferior. In addition, although the income and disposable income of the customers in Zhanqian and Ximen business district are low, the share of wallet (SOW) can not be underestimated.

                Holiday afternoon is the peak period for the flow of people

        The frequency and consumption amount of customers in Eastern District are the highest

        When do people usually visit the business district? How about the frequency of visits and the amount of consumption? The survey results show that holiday afternoon is the peak period of the business circle, and nearly 60% of the people will visit at this time, and another 34% will visit on weekdays.

        Among them, the frequency of weekly visits and the amount of money spent by customers in the eastern business district are the highest; Xinyi business district is easier to attract crowds on holiday nights, and the overall consumption amount is second only to the eastern district. The East District, Ximen business district and South West business district in Zhongshan are more likely to attract off-duty people on weekdays; while the frequency and consumption amount of people in front of the station and Ximen business district are relatively low, and the business district in front of the station is easier to attract people in the afternoon on weekdays.

        From the above analysis, we can see that: the leisure and entertainment customers in the holiday afternoon and the off-duty crowd in the weekday evening are the main visiting customers in each business district, and corresponding products and services should be provided according to the visiting time and consumption demand.

                Xinyi business district customer attraction department store: unified era and new guangsanyue a11 / A8

        Shopping in department stores is the main activity for people to visit the business district. Which department stores do you visit most often? The survey results show that in Xinyi business district, people visit "unity era" and "new guangsanyue a11 / A8" most frequently; in the Eastern Business District, "SOGO loyalty and rejuvenation hall"; and "Banqiao Far Eastern Department Store" at the intersection of the three railways In addition, the department stores in Zhanqian and Ximen business district are relatively scattered. The most popular department stores are "Q Square Beijing station Fashion Plaza" and "Far Eastern Department Store Baoqing store".

        The survey results show that, in addition to the old department stores, the newly opened department stores, such as Fengfeng Nanshan and Far Eastern Department Store A13 in Xinyi District, or Chengpin Nanxi store in Zhongshan Nanxi business district, can also inject energy into the business district and bring new business opportunities.

                Shopping, eating, watching movies

        It is the main activity of consumers in business district

        What kind of activities do people engage in in in business circles? On the whole, shopping in department stores (80%), eating dinner (55%), eating lunch (42%), shopping in exclusive stores and chain stores (37%), dining together (35%), watching movies (35%) and shopping in roadside shops (35%) are the main activities of people visiting the business district. Therefore, the focus of business district planning is to meet the basic needs of the people for "eating", "drinking", "playing" and "enjoying".

        Compared with the overall situation, each business district will also have some special points that attract people to visit

        Xinyi business district: it is more attractive to visit department stores, have lunch and afternoon tea, watch movies, watch exhibitions, or visit the newly opened trendy restaurant.

        East District Business District: it is more attractive for people to visit department stores and roadside stalls, and consumers also visit this area for work or personal maintenance needs.

        * Xinban business district: it is more attractive for people to visit department stores and mass market stores, watch movies, have dinner together, and often visit because of passing by or living nearby.

        ● business district in front of the station: it is more attractive for people to shop in the street side stores, exclusive chain stores and roadside stalls. They often visit by passing by or going to the nearby cram school for further study. They also have a higher demand for snacks and hand gifts.

        * Ximen business district: it is more attractive for people to go shopping, exclusive chain stores, roadside stalls, watching movies, tasting snacks and singing KTV.

        * Zhongshan Nanxi business district: it is more attractive for people to visit department stores, street shops, have dinner, dinner, afternoon tea at roadside stalls, and receive personal maintenance services.

                The main reasons for going to the business district: convenient transportation, interesting goods or restaurants, comfortable and clean environment

        What are the reasons why people go to business districts? What are the advantages of each business district in attracting people? According to the go survey, convenient transportation (64%), goods, brands and stores that are used to buying (53%), comfortable and clean environment (38%), restaurants that are interested in and used to buy (38%) and more restaurants to choose from (35%) are the main reasons why people go to the business district. Thus, in addition to the convenient transportation, commodity stores and catering brands in the business district are the important factors to drive the tide of people.

        Compared with the whole, different business districts have their own characteristics and advantages to attract people

        Xinyi business district: due to the concentration of department stores, complete entertainment and shopping functions and brand catering options, there are also rich exhibition activities, leisure and entertainment, scenic spots, etc., which attract people to visit.

        East District Business District: mainly attract visitors with brand products and preferential promotion activities.

        ● Xinban business district: it attracts people with the advantages of easy parking, free parking fee and connecting vehicles.

        ● business district in front of the station: the main advantage is that the traffic is more convenient than other business districts.

        * Ximen business district: in addition to convenient transportation, popular image, more leisure and entertainment, reasonable commodity prices, and late closing time of stores are all advantages to attract people.

        South West Business District of Zhongshan: in addition to convenient transportation, it has the advantages of attracting customers in terms of brand, commodity and catering or young popular image.

                In addition to flash mob stores and well-known brand restaurants, APP functions can also enhance the willingness to visit

        What new consumption patterns or services can increase consumers' willingness to visit business districts or shops? According to the survey, "popular brands or food flash mob shops or temporary counters" (50%), "redeeming coupons with mobile phones (APP)" (47%), "simple, quick and convenient payment by mobile phone or mobile phone" (45%) and "entering famous brands or restaurants" (44%) are all factors that enhance people's willingness to visit business districts.

        Among them, "redeem with mobile phone to get discount coupon" ranked second, indicating that the mobile shopping function of app is deeply loved by consumers. It is suggested that business districts and relevant stores in the future can introduce more mobile shopping technologies to meet the needs of fast and convenient shopping.

        Compared with the overall situation, what kinds of consumption patterns or services do customers in different business districts prefer?

        ● Xinyi business district: flash mob shop, famous brand catering, mobile app receiving discount coupon, mobile payment, APP booking store pick-up and mobile phone inquiry of commodity information can increase the willingness of customers to visit.

        ● Eastern Business District: a variety of fitting mirrors and consultant services are more popular with consumers in the Eastern District, showing the importance of customized or personalized services.

        New board business district: customers in this area are more easily attracted by mobile payment and smart parking space guidance.

        * Ximen business district: app booking and automatic checkout counters are important factors to attract customers to spend in this area.

        ● Zhongshan Nanxi business district: it is easy to visit famous brand restaurants, brand experience stores, mobile app discount coupons and app booking stores to pick up goods.

                Based on the above survey results, we can find that: Xinyi, Dongqu, Xinban, Zhanqian, Ximen and Zhongshan Nanxi are the most frequently visited business districts in Taipei; although the flow of business districts will slow down in 2020, the attraction of Xinyi and Zhongshan Nanxi business districts will grow, which may be due to the new vitality injected by the newly opened department stores.

        In terms of age, young customers prefer to stay in Xinyi and Xinban business districts, while mature customers tend to linger in the eastern business district. It is suggested that businesses in the future can use more mobile apps to promote consumer business opportunities, and use flash mob stores or well-known brands to drive the flow of fresh people, so as to enhance the willingness to visit.

        According to the different customer groups of each business district, it is suggested that brands and stores should make good use of their own customer gathering advantages to create differentiated features. The following suggestions are provided for each business district: