Xinglian Group - Residential Real Estate Customer Research in Zhengzhou Region
Company overview
Xinglian Group is a locally based real estate development company in Henan Province with strong operational capabilities and has consistently ranked among the top 10 developers in Henan for many years. As of the end of 2020, Xinglian Group ranked 145th among typical national real estate developers in terms of sales performance. The group adheres to the philosophy of "building quality homes and promoting a better lifestyle," actively advancing urban renewal and improving living environments. It has developed multiple high-quality residential projects in cities such as Zhengzhou, establishing a strong brand image and market reputation
Research background
Xinglian Group recently secured the redevelopment project in MaZhai Town, Erqi District, Zhengzhou. The plot is located at the intersection of the West Fourth Ring Road and the Zhengxi High-Speed Rail, adjacent to Kong He River, spanning the Changxi Lake and Zhongyuan New Area districts, offering significant geographical advantages. To ensure that the residential project's product planning aligns closely with actual market conditions and customer expectations, Xinglian Group intends to conduct professional market research to gain a deep understanding of potential homebuyers' demographic characteristics and purchasing motivations, thereby guiding subsequent product design and positioning.
Research scope
In October 2021, CEIDEA Research was commissioned by Xinglian Group to conduct an in-depth market study for the MaZhai project. The research focused on the structural characteristics, living needs, and purchasing behaviors of potential customers. Through a combination of questionnaire surveys and in-depth interviews, the research team collected basic information such as age, occupation, living status, purchasing budget, and lifestyle preferences from potential buyers. It further analyzed customer preferences and expectations regarding residential floor plans, amenities, landscaping, and pricing. Additionally, the study identified key purchase drivers, clarified key product considerations and competitive advantages, providing actionable insights for product design.
Expected outcomes
This research will provide Xinglian Group's MaZhai project with systematic customer insights and design recommendations. Beyond clarifying the profile of the primary customer base and their authentic needs, the study will extract core selling points that align with the project's location and available resources, enabling Xinglian to accurately define the residential product form and functional zoning. Furthermore, the research findings will provide empirical support for formulating marketing strategies, enhancing product market fit and appeal, and ensuring the project stands out in the highly competitive Zhengzhou real estate market.
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