market survey report

A few days ago, after nearly two months of questionnaire surveys for housing consumers in Beijing, Zhujiang Real Estate’s large-scale questionnaire survey of “Own Your Own Homeowners” launched on January 10, XX is nearing completion. The newspaper got the first time. The statistical results of the questionnaire were made public. It is understood that the Pearl River Real Estate event questionnaire was released in Beijing Youth Daily, Beijing Evening News, China TV Daily, Zhujiang Website and Focus Network, and also commissioned a direct investment by Asian-Chinese online companies. The activity received wide attention from the housing consumers in Beijing. As of March 1, nearly 20,000 questionnaires were received, with an efficiency of about 87%.

The survey focused on regional and community environments, community planning and support, construction and apartment types, and property management. It is a relatively comprehensive consultation on the housing needs of consumers in Beijing, and fully demonstrates the consistent adherence of Zhujiang Real Estate. "Good life, in the Pearl River" development philosophy and service spirit.

According to statistics, among the respondents, young and middle-aged people aged 30 to 45 occupy the absolute main force, accounting for 64.4%. The family monthly income is 3,000-5,000 yuan, accounting for 29%, 5000-10000, accounting for 32%, and 10,000 yuan or more. 4%. Most of the young people between the ages of 30 and 45 already have commercial housing or other forms of self-owned housing. Most of the people in this age group are mature and stable. The commercial housing or housing reforms they purchased at a young age have been upgraded. At the time, with the opening of the second and third-tier housing market, their potential demand will be released; in addition, there are many people who currently rent apartments, they will also consider buying real estate. The survey results show that -

1. The location preference of consumers choosing to buy a house is increasingly diversified, but the Chaoyang District and the Pan-Cbd area are still hot spots.

49% of the respondents hope to live in Chaoyang District, 19% want to live in Fengtai District, and hope to live in Tongzhou District about 9%, and another 23% want to live in other districts. There are three reasons why buyers are most inclined to live in Chaoyang District: it is the main foreign-related activity area in Beijing. The definition of cbd planning scheme clarifies the regional characteristics of Chaoyang District. From the perspective of the quality of living environment, the Asian Games Village in the district, The natural environment of Wangjing and its north is excellent, the residential area is concentrated, and the regional human environment is good. The East Fourth Ring Road is open, the Guomao Bridge and the MRT Complex Eight Line are open to traffic, and the Tongzhou District Light Rail Transit starts. The regional transportation advantage is obvious. In addition, more and more consumers are considering buying houses in Nancheng. The main reason is that the prices in Nancheng are relatively cheap. It is easier for buyers to choose a medium-sized and high-quality community. At the same time, the transformation of Nancheng is also increasing. People’s confidence in the region.

Many respondents chose two items at the same time. About 41% of the respondents expected to live in the third and fourth ring, 29% expected to live in the pan-cbd area, and 9% liked the countryside. It can be seen that the concept of the loop has changed in people's minds. The area favored by the purchaser is no longer between the second ring and the third ring, but is converted between the third ring and the fourth ring. At the same time, many people are willing to live in the pan-cbd area, mainly because of the formation of the cbd business core area, which makes the city's core residential area move.

2. Consumers are increasingly valued the landscape environment of the community and prefer to live in large communities of considerable size.

51% of respondents expect to live by the river, and 68% like water gardens. It can be seen that living in the water and getting close to nature is the ideal of living for many people. Therefore, the water house is naturally respected by the buyers. Therefore, the use of natural water systems or the construction of artificial lakes, waterfalls, fountains, and waterscapes in the community to interpret urban water culture is a wise choice for developers.

For the expectations of the community building environment, 32% of the respondents liked the riverside runway, 34% hoped to have artificial lakes, and the number of people choosing the riverside large art square and the community central axis square accounted for about 25%. Not many people.

Regarding the ideal size of the community, 68% think it is 300,000-500,000 square meters, about 15% choose 50-100 million square meters, choose about 9% more than 1 million square meters, only 5% choose 30 Less than 10,000 square meters. According to the general law, the size of the community in the residential area is large, and the occupants will feel that the living environment is more comfortable and the life is more convenient. For example, shopping, children's schooling, medical care, entertainment facilities and property management, etc., only when the community reaches a certain scale, these conditions will be available at the same time. Therefore, most people choose a community of 3 to 1 million square meters. However, if the community is too large, it may be subject to conflicts from buyers.

3, community support is still an important consideration for consumers to buy a house, the community's recreational and sports health functions are increasingly prominent

The results show that housing consumers have more requirements for public housing in residential areas. Housing consumers most hope that the public construction provided by the community is followed by schools and kindergartens, clubhouse facilities, and supermarkets. Other options, such as hospitals and health centers, are covered in the questionnaire, and it is difficult to distinguish between primary and secondary. Regarding the functional choice of the clubhouse facilities, there is no obvious tendency for housing consumers to entertain between recreational and sports care. Because of the well-known health benefits of hot springs, 37% expect the club to have the function of spa care. Swimming pools, tennis courts, outdoor tree-lined runways, basketball courts, and table tennis are all recreational facilities for the needs of the home. Among them, the number of people who want to have a swimming pool is the highest, 59%. Based on the further analysis of the income level of the respondents, the demand for public construction facilities has been differentiated. Residents of different income classes have different requirements for public construction facilities. Consumers with incomes of 5,000-10,000 yuan are environmental, leisure, and The demand for entertainment and cultural facilities is relatively high; consumers with incomes below 5,000 yuan pay more attention to public construction facilities that are closely related to basic life.

When asked about the means of transportation that they hope to live in, the number of people who choose MRT and light rail is the highest, about 72%, 56% want the bus to be in the community, and 18% want to have the community CMB. It can be seen that the status of public transportation is still an important factor considered by many buyers. MRT and light rail are favored by many buyers because of their speed and convenience.

4, the board is still favored, low-density housing is popular with consumers

Regarding the type of housing, the slab is still favored by many home consumers. 25% of the small high-rise slabs are selected, and 16% of the high-rise slabs are selected. The butterfly tower is being improved due to the improvement of lighting and ventilation conditions. The more consumers agree, the butterfly tower is 33%; the high-rise tower is only 3%; and because of the higher quality of life, 8% of townhouses are selected, and 12 %, the selection of independent villas also accounted for 9%, and 80% of the respondents who selected these three items earned more than 10,000 yuan, which indicates that with the increase of urban population density and pollution, high-income groups It tends to buy low-density homes for a comfortable, fresh living environment.

5. Large-scale demand is strong, and single-person and investment-oriented buyers have become the main customer groups of small-sized houses.

According to the survey, more than 85% of consumers choose to purchase more than 100 square meters, of which 35% are selected for units with a cell area of ​​150 square meters or more, and 15% of home buyers will choose 100 square meters or less. Type of apartment. For the choice of housing type, it is mostly three-bedroom, accounting for 56%, followed by the choice of two-bedroom, the selection rate is 22%. While home buyers have a strong demand for large-scale units, single-person and investment-oriented buyers are becoming the main customer groups for small-sized houses.

69% of the respondents' most desirable living room area is 30-40 square meters, 74% will choose 20-30 square meters of master bedroom, 61% expect bathroom to be 6-8 square meters, 54% think ideal The kitchen area is 8-10 square meters. 59% of respondents believe that the ideal duplex housing area is 160-210 square meters. The demand for housing by housing consumers has changed from “opening of residence” to the pursuit of comfort and functionality.

6, the market calls for fine decoration residential

According to the survey, 72% of respondents want to buy all the renovated homes. The life of the buyers is fast and the work is fast. Most of them do not have much experience in the decoration and decoration of the house. If the powerful developers can provide the finished products with quality assurance, they will not only reduce the amount of low-priced and low-lying. If the decorator is deceived, it may not be affected by the pollution of the neighbors for a long time. At the same time, the decoration and housing can be mortgaged at one time, so the fine-decorated commercial housing will be favored by buyers. It can be foreseen that the replacement of the finished house in the rough house on the market is the trend of the times. It is the common choice of mature developers and mature housing consumers.

7. The connotation of property management continues to deepen

The statistical results show that the service content of the property management required by consumers includes intelligent services such as community area network and burglar alarm, as well as household cleaning, ordering, home repair, booking tickets, and providing medical consultation. The service involves all aspects of home life. Therefore, in today's mature consumer psychology, the focus of the property market competition has been extended from the previous price, location and other factors to the service competition, who can provide better service, who can seize the housing The heart of the consumer. In addition, consumers want to get high quality and low price services, 60% of respondents can accept property management fees below 3 yuan / square meter.

8. The demand in the high-end market and the low-end market is in good condition, and the demand in the mid-end market is relatively insufficient.

12% of respondents choose commercial housing below 4,000 yuan / square meter, 33% choose commercial housing with unit price of 4000-5000 yuan / square meter, 24% can accept commercial housing of 5000-6000 yuan / square meter, 12% of selected unit price The range is more than 7,000 yuan, the minimum number of people choosing 6000-7000 yuan / square meter, only 9%, and another 10% think that the unit price does not matter, as long as the total price is appropriate; 70% of the total price of the respondents accepted in the 60 Below 10,000 yuan, 9% of those who can accept the total price of more than 1 million yuan; 15% of those who choose the total price of 60-800,000 yuan. This indicates that the demand in the high-end market and the low-end market is in good condition, and the demand in the mid-end market is not sufficient because the demand for improving the living is not activated because the second and third-tier markets are not perfect.

Among them, the first payment that can be withdrawn is less than 150,000 yuan, accounting for 43%, between 15 and 250,000 yuan, 34%, and the first payment of more than 250,000 yuan is 23%. It can be seen that the support of real estate financial policies plays an important role in stimulating effective demand.

9, consumers value the visibility of developers

96% of respondents attach great importance to the popularity of developers, and 4% of them are generally valued. Almost no one shows an indifferent attitude on this issue. It can be seen that with the advancement of society and the further enhancement of consumers' ability to pay, consumers are not only functionally demanding, but also spiritual. Branded companies have the credibility and strength that is the consensus of many housing consumers. A good brand can not only increase consumers' purchasing confidence, but also give consumers a sense of accomplishment and status, and give them participation in social competition. Courage and strength, so the pursuit of the brand has become an important factor in their choice of housing.

On March 10th, Zhujiang Real Estate held a grand sweepstakes at its Pearl River Oasis site in the eastern part of the project. Zhujiang Real Estate has prepared a wealth of prizes for the majority of Beijing citizens who support the “owner's own home” questionnaire survey – “Little Buick” sedan, Zhujiang Hesheng Club premium points, South Korea World Cup tickets and four-day tour, Guangzhou tour. Everyone has the opportunity to win the grand prize, so you have to make your luck!