Yajule - Market Demand Research for Cuiheng Project
Company overview
Yajule Real Estate is one of China's leading real estate developers, committed to delivering high-quality residential and commercial projects. Its business operations cover residential, commercial, and property management, among other areas. Over the years, it has earned broad consumer recognition through its exceptional product design and innovative market positioning. Yajule Real Estate consistently adheres to its mission of 'making cities better and providing people with a better life,' continuously advancing product innovation and brand upgrading, striving to deliver more competitive real estate solutions in both China and global markets.
Research background
Yajule Real Estate is currently developing a new real estate project in the Cuiheng New Area of Zhongshan City. Located in the core of the Guangdong-Hong Kong-Macao Greater Bay Area, the project is still under development and includes planned residential, commercial, business, and primary and secondary school land uses. The project will also feature a 450-meter super-tall building, with a large scale and multiple functional zones. To ensure the project can attract its target customer base and meet their needs, Yajule Real Estate intends to conduct market research prior to development to understand the preferences, needs, and consumption habits of different customer segments. This research aims to provide data support for customer segmentation, product design, and marketing strategies. The purpose is to ensure the project precisely meets market demand and provides a solid foundation for future sales and operations.
Research scope
In 2020, CEIDEA Research was commissioned by Yajule Real Estate to conduct an in-depth market study targeting potential customers in Shenzhen, Hong Kong, and Guangzhou. The focus of this research was to conduct detailed interviews and questionnaires with potential customers in these three major cities to understand their preferences and needs when selecting residential, commercial, and business land. Specific research components included: 1) Customer Segment and Demand Analysis, analyzing different customer groups based on age, income, and occupation to identify core needs and purchasing tendencies; 2) Product Preferences and Design Requirements, investigating specific demands regarding living environments, unit designs, and project amenities, and understanding customer expectations for high-rise buildings, commercial districts, and educational facilities; 3) Awareness of Regional Advantages, evaluating potential customers' awareness and appeal of the Cuiheng New Area and the Guangdong-Hong Kong-Macao Greater Bay Area, and understanding their focus on regional development and their recognition of the project's geographical location; 4) Precision Marketing Strategy, identifying key purchase decision factors such as price, brand, and supporting facilities to provide data support for future marketing campaigns. Through the collection and analysis of these data points, CEIDEA Research will provide Yajule Real Estate with a comprehensive customer demand and behavioral profile.
Expected outcomes
Through this research, Yajule Real Estate will be able to clearly identify the needs and preferences of different customer segments, providing scientific basis for customer segmentation and positioning. The research report will offer specific guidance for product design, project planning, and infrastructure development, ensuring the project aligns with the needs of its target customer base. Additionally, the report will provide recommendations on precision marketing and promotional strategies, helping the company develop effective marketing plans during the sales phase to attract more potential buyers. Ultimately, the research findings will enable Yajule Real Estate to better address market challenges during the development of the Cuiheng New Area project, enhancing its market competitiveness and return on investment.
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