Hengsheng Group - Research on the Demand for High-End Apartment Housing Among College Students
Company overview
Hengsheng Investment Group is a comprehensive conglomerate involved in investment, real estate development, construction, property management, hotel investment and management, among other sectors. The group owns multiple wholly-owned subsidiaries covering areas such as equity investment, construction, and property management, committed to delivering an end-to-end, full-industry chain service model to promote steady development across its various business lines
Research background
Hengsheng Group holds a plot of land in Guangzhou University Town, with plans to develop it into a high-end rental apartment and hotel property targeted at college students. To ensure project success, the group aims to deeply understand the core needs, consumption habits, and expectations for facilities among both the college student rental market and hotel guests. This study seeks to help Hengsheng Group accurately profile the college student demographic, uncover their consumption motivations and needs, and provide actionable guidance for project design and development
Research scope
In September 2020, CEIDEA Research was commissioned by Hengsheng Group to conduct a mixed-methods study combining qualitative interviews and quantitative questionnaires to collect data on college student rental users and hotel guests. Key focus areas include: analyzing college students' personal characteristics and current consumption behaviors, constructing a detailed profile of the high-end college student rental market; identifying pain points, needs, and key concerns during the rental process, and analyzing their consumption motivations and behaviors; understanding actual rental needs among college students to clarify project development direction, and providing a solid basis for product positioning and design of the high-end college student apartment
Expected outcomes
The final report will offer Hengsheng Group a series of actionable recommendations, including precise market positioning for the college student rental apartment segment, clear customer need and pain point analysis, optimized design suggestions for rental apartment and hotel facilities, and the refinement of product selling points. The data within the report will support Hengsheng Group in formulating more targeted development strategies, enhancing market competitiveness, and providing scientific decision-making support for future project development
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