Puli Real Estate - Residential Property Customer Research in the Guangdong Eastern Region
Company overview
Puli Guangdong Eastern Investment and Development Company is a first-level regional subsidiary and wholly-owned subsidiary of Puli Development Holding Group Co., Ltd. As a large state-owned enterprise under the control of China Puli Group, Puli Development Holding is one of the leading real estate developers in the country, possessing strong overall capabilities across residential development, urban renewal, and property management services. Puli Guangdong Eastern has established multiple projects in Jieyang, Shanwei, and Meizhou, focusing on delivering high-quality residential products to local residents
Research background
With the accelerated urbanization process and changing population structures in the Guangdong Eastern Region, housing demand has become increasingly diverse. Traditional product strategies are no longer sufficient to meet the deeper needs of future homebuyers. To enhance the foresight and adaptability of project development, Puli Guangdong Eastern has decided to conduct scientific research to accurately understand the characteristics of target customer groups and uncover latent demand prior to product planning, thereby guiding project positioning and product design
Research scope
From November 2021 to March 2022, CEIDEA Research was commissioned by Puli Guangdong Eastern to carry out systematic field studies in Jieyang, Shanwei, and Meizhou. Through structured questionnaires and in-depth interviews, the research team conducted comprehensive insights into current and potential homebuyers in the local housing market, focusing on key aspects such as purchase motivations, budget ranges, preferred floor plans, infrastructure needs, and lifestyle characteristics. Additionally, a payment capacity model was established to classify and profile different buyer segments, identifying high-potential customer groups and evaluating their receptiveness to future project offerings.
Expected outcomes
The findings from this research will provide data support and strategic recommendations for Puli Guangdong Eastern's future product development and project positioning. Beyond clearly identifying differences and preferences among target customer segments, the payment capacity model enables precise quantification of each group's purchasing power. This provides a scientific basis for optimizing product portfolios, adjusting floor plan designs, and formulating marketing strategies, ensuring precise alignment between products and market demands, and enhancing both market competitiveness and project success rates
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