Survey of consumption in Hsinchu business district

        Where do people in Hsinchu go shopping, what activities do they participate in and what they like to buy? Let go survey uncover the business opportunities of Hsinchu City, where people and money are gathering, and let you know the most popular business district and the latest consumption pattern in this technology city!  

        Hsinchu City not only has cultural assets such as historic sites and historical buildings, but also is an important high-tech industrial town. It is also the richest county and city in Taiwan. In recent years, many shopping centers have entered Hsinchu one after another, attracting a large number of shopping people in the major consumer hot spots. Compared with the customers in Taipei business district, the average monthly income and disposable income of individuals and families in Hsinchu are about NT $2 (the same below), According to the consumption data of Happygo in 2019, the average consumption amount of cardou living in Xinzhu county and city is about 1.4 times higher than that of cardou in Shuangbei, which shows that the consumption potential of Xinzhu has surpassed that of tianlongguo. For brand businesses, it is definitely a potential market with strong energy.

        Taipei business district

        Xinzhu business district

        Average monthly household income

        101K

        104K

        Personal average monthly income

        55K

        57K

        Monthly disposable income

        28K

        30K

        Sow (monthly disposable income / personal average monthly income)

        51%

        53%

        Go survey has locked five business districts in Xinzhu area this time. Through the questionnaire survey, you can analyze the customer group characteristics and consumption trend of each business district.

        A hot spot for customers who have never been to Hsinchu: "Far Eastern big city shopping malls"

        The most frequently visited business district in Hsinchu was far eastern big city shopping malls (55%), followed by Zhubei business district (15%), Beimen Street business district (13%), Zhanqian business district (10%) and guanpu redevelopment area (7%).

        Among them, the Zhubei business district has sprung up in 2019, and the number of visitors is 6% higher than that of the previous year. Since Zhubei is close to the Hsinchu Science Park, the new high-speed rail has gradually boosted the kinetic energy of the crowd. In recent years, the planning of the special zone of the county government and the opening of private cooperation cases have attracted more stores to settle in and drive the development of the surrounding business circle and life circle. All these may be the factors contributing to the growing tide of people in Zhubei business district.

                Strong transfer rate of suction channel in Far Eastern big city shopping mall business district is low

        In view of the mutual flow of people in the five major business districts, the survey data in 2020 shows that the outflow rate of Far Eastern big city shopping malls business district is only 27%, indicating that 73% of the customers' demand can be met in the Far Eastern big city shopping malls business district; in contrast, the turnover rate of other business districts is higher than that of Far Eastern big city shopping malls Business District, and the flow of people mainly flows to the Far Eastern big city shopping malls business district. It can be seen that the Far Eastern big city shopping malls business district can not only retain customers, but also attract customers from other business districts.

        As for Beimen Street business district and Zhubei business district, the turnover rate is 57% respectively, of which nearly 40% flows to the Far Eastern big city shopping malls business district, and the transfer out rate of Zhanqian business district is the highest, reaching 67%. In the past, Hsinchu Chengpin station store and SOGO Hsinchu station front store, which had great attraction in the vicinity of the station, successively closed down. The change of shop owners in the business district brought about market changes and flow of people. It also injected people into the nearby "Far Eastern big city shopping malls" (42%) and "Beimen Street" (14%).

                "Far Eastern big city shopping malls" is the first choice for the overall ranking of Hsinchu regular shopping malls

        On the whole, the top three department stores most visited by consumers were big city far eastern big city shopping malls shopping mall (57%), SOGO Far Eastern big city shopping malls store (19%) and Hsinchu Far Eastern Department Store (16%).

                According to the survey data, far eastern big city shopping malls shopping malls shopping mall, Zhubei shopping mall and guanpu redevelopment area are the first choice of department stores (68%, 49% and 66% respectively), while SOGO Far Eastern big city shopping malls next to far eastern big city shopping malls is the first choice As for the customers in Beimen Street business district and Zhanqian business district, the first choice for customers to visit is Hsinchu Far Eastern Department store. However, far eastern big city shopping malls shopping mall (34%, 29%) and SOGO Far Eastern big city shopping malls are the most popular shopping malls (14% and 25% respectively) still ranked second and third. It can be seen that the two major department stores, far eastern big city shopping malls and SOGO Far Eastern big city shopping malls, have strong customer attraction, and have become the focus of consumers in Hsinchu.

        How popular is the Far Eastern big city shopping malls? The number of Facebook clocks in the largest shopping mall in Northern Taiwan has created a hot spot second only to the Taoyuan International Airport. The one-stop service not only meets the needs of consumers from entertainment to shopping, but also stimulates consumers' Pilgrimage and pursuit of freshness through regular adjustment of brand counters.

        More than half of the customers in Far Eastern big city shopping malls are younger than 30 generations

        Looking at the profile of the consumer groups in each business district, we can find that: the customer group of Far Eastern big city shopping malls is younger, accounting for 55% of the total. Beimen street and the adjacent business district in front of the station attract more foreign tourists because they are close to Xinzhu railway station. The former has a customer group of 40 and 50 generations (53%), while the latter one is 20 and 30 generations (54%). As for the Zhubei business district, there are more married customers and 30 and 40 generation customers; the station front business district attracts more unmarried, young customers and customers from other counties and cities; guanpu redevelopment area has more 50 generations of married customers and mostly local customers.

                Take a closer look at the source of customers of Far Eastern big city shopping malls and Zhubei business district. The former mainly comes from residents living in Hsinchu City (34%); the latter's frequent visitors come from local residents of Zhubei city (28%), and 45% are residents of other counties in Taipei City and New Taipei city. It is suggested that business district stores should operate according to different characteristics of consumers, and add products, services and related marketing activities to attract customers in different business districts, so as to drive customers' consumption.

        High potential consumption power of customers in Xinzhu business district

        If we compare the pocket depth of consumers with the income data of the customers in Taipei business district and Hsinchu business district, the potential consumption power of customers in Hsinchu business district is higher than that in Taipei regardless of "personal monthly income" (55000 yuan, 57000 yuan), family monthly income (101000 yuan, 104000 yuan), or personal disposable income (28000 yuan and 30000 yuan respectively) Business district customers.

        If we look at the income of the customers in the major business districts of Xinzhu, the monthly income of both individuals and families in Zhubei business district is higher than that in other business districts, and the disposable income accounts for 54% of the monthly income of individuals, showing that their consumption potential is worth paying attention to; while the customers in Beimen Street (57%) and Zhanqian business district (56%) have a slightly lower monthly household income, their consumption power can not be underestimated. How to strengthen the consumption power of customers in business district is an important challenge for businesses in the future.

                In the afternoon of holiday, the number of people in the business district is the most, and the single consumption amount of Far Eastern big city shopping malls is the highest

                When do customers usually visit the business district? How often? How much does it cost each time? The survey results show that: Holiday afternoon is the peak period of the business circle, up to 60% of consumers choose to come at this time, and 45% of consumers visit on weekdays, and nearly 30% of consumers visit at least once a week, with an average consumption amount of 2902 yuan per time.

        Among them, guanpu district has the highest frequency of weekly visits, followed by Zhubei business district (54% and 40% of consumers respectively visit at least once a week), and the daily flow of people in guanpu district is 18% higher than that of the whole. In terms of cost, the average consumption amount per time in Far Eastern big city shopping malls business district was the highest, followed by 2934 yuan in Zhanqian business district.

        In conclusion, far eastern big city shopping malls business district mainly deals with holiday afternoon crowds (64%), and its customers spend the highest amount of money each time (3, However, the frequency of visits can be further increased; the frequency of weekly visits by customers in Zhubei business district is high (40%). If there are medium and large department stores in the future, the consumption amount of each visit is expected to be increased; the weekly visit frequency of Beimen street and Zhanqian business district is low, so how to attract people to stop for consumption is the key point that retailers can focus on.

        Dining and shopping are the main activities in Hsinchu business district

                What activities do consumers usually engage in in? On the whole, "dining" is still the top three activities in all business districts, of which dinner accounts for 49% and lunch accounts for 46%; other major activities include: shopping in department stores (59%), shopping in mass markets (33%), and family and friends gathering for dinner (30%).

        However, different business districts attract different customers due to traffic factors and geographical location, and their activities are also slightly different:

        Far eastern big city shopping malls: attract people to visit department stores and watch movies.

        Zhubei business district: in addition to dining, it attracts people to the supermarket.

        Beimen street, business district in front of the station: attract people to visit roadside stalls and street shops.

        Re zoning of guanpu: attract customers who go shopping in the supermarket or live around the business district.

        In summary, the "mass vendor supermarket shopping" is one of the activities of preference of the customers in Zhubei business district and guanpu re zoning district, which meets the basic purchasing needs of local customers. While "roadside stands" and "street shops" are the activities preferred by the North Gate Street and the front business district, and the customers in the county or transfer passers-by groups in the counties and cities outside the city are satisfied to visit and taste the fresh.

        The key to attract consumers: perfect "environment", "traffic / parking" and "brand / catering"

        What are the advantages of attracting customers? According to the go survey, the main reasons for attracting consumers are comfortable and clean environment (42%), goods, brands or stores that are interested or used to (42%), convenient transportation (38%), easy parking (38%), and restaurants that are interested or used to buy (37%).

                However, different business districts still have their own characteristics and advantages, which can attract people to visit:

        Far eastern big city shopping malls business district: due to convenient parking, comfortable environment and many brands or stores favored by consumers, its entertainment and shopping functions are complete, and it has the characteristics of one-stop shopping.

        Zhubei business district: close to home and company, convenient shopping and reasonable restaurant price are the advantages of attracting customers.

        Beimen Street: adjacent to the scenic spot, it is convenient to travel and play, the commodity price is reasonable, there are many characteristic scenic spots, and there are a variety of installation art.

        Business district in front of the station: the main advantage is convenient transportation.

        How to lock in the customers, make good use of the advantages of attracting customers, create the competitive characteristics and value of businesses, and achieve the goal of attracting customers and attracting money are the issues that all brand businesses must consider.  

        Key to increase consumers' visits to Hsinchu business district: "convenient transportation", "brand", "mobile phone / app"

        How to increase the willingness of consumers to return visit continuously? The first choice was "convenient transportation, easy parking and shuttle bus" (48%), followed by "popular brand or food flash mob store" (39%), "simple, quick and convenient checkout with mobile phone" (37%), "entering famous brand or restaurant" (36%) and "mobile phone / APP cash coupon" (36%).

                Compared with the overall situation, what new consumption patterns or services do the customers in each business district prefer?  

        Far eastern big city shopping mall business district: Hot brands, food flash mob stores, famous brands or restaurants, mobile app cash discount coupons, which can increase the willingness of visitors to visit.

        Zhubei business district: many customers like to use app to book and check out.  

        "Convenient transportation" is an important factor for consumers to enter the business district of guanpu redevelopment zone. Consumers in the area also prefer to use app booking and checkout services.

        Thus, it can be seen that providing value-added services for shopping through mobile phones and app technologies has become a means for shopkeepers to attract customers. How to meet consumers' needs more conveniently is a necessary trend in the future.

        In summary of the above survey results, "Far Eastern big city shopping malls, Zhubei, Beimen street, Zhanqian and guanpu redevelopment area" are the top five business districts most frequently visited by consumers in Hsinchu. Among them, the Far Eastern big city shopping malls business district, which has two major department stores, namely Far Eastern big city shopping malls shopping center and SOGO, can not only keep customers, but also absorb most of the flow of people from other business circles. Most of them are young customers under 30 generations, with strong customer attraction. It is a holy land for consumers in Xinzhu area.

        In recent years, Zhubei business district has sprung up rapidly. It is speculated that it may be related to the opening of Hsinchu high-speed rail, the proximity of its geographical location to the Hsinchu Science Park, and the county government's special zone planning and non-governmental cooperation plan, which not only gradually attracts stores to settle in, but also drives the development of the surrounding business district and life circle.

        In view of the differences of customers in different business districts, it is suggested that brand businesses should make good use of the advantages of business districts in attracting customers and create differentiated features. The following suggestions are provided for each business district:

        Far eastern big city shopping malls business district: it can diversify business, inject more popular brand catering, expand mobile shopping technology, and improve the visiting rate.

        Zhubei business district: the flow of people is gradually increasing, and most of them are married family customers. The consumption potential of high income is worthy of attention. Convenient shopping (such as app booking and checkout) is the key factor of attracting customers in the future.

        Beimen Street: it mainly deals with foreign tourists and tourists. It is necessary to improve the roadside stalls and street shops around the street, and plan local snacks, combined with action payment, to meet the needs of shopping tourism.

        Business district in front of the station: located at the transportation transfer point, it is mainly for transfer passengers and young customers. It can be used in local snacks, catering, hand gifts and special products to meet the needs of customers.

        Guanpu redevelopment: local operation to meet the needs of local residents living nearby. Convenient transportation is an incentive to attract customers.

        Note 1: "Hsinchu business district survey" is an online survey conducted by go survey consultant on go survey platform from February to May 7, 2020. A total of 2810 samples were collected. The respondents were happy go cardfriends aged 18-70 years old, and their cumulative consumption in Xinzhu business district exceeded NT $2000 in the past six months. (Note: the first wave was conducted from March 22 to May 21, 2018. A total of 2765 samples were collected from the go survey platform execution line.)

        Note 2: the North Gate Street circle includes the North Gate Street (the earliest commercial district of Hsinchu City, with a history of more than 200 years), Hsinchu Town God's Temple and Hsinchu Far Eastern Department Store area. The business district in front of the station includes Xinzhu railway station (Hsinchu City Old City); guanpu redevelopment area includes the vicinity of Zhuke.