Anju Group - Commercial Consumption Needs Survey of Residential Community Residents
Company overview
Shenzhen Housing Rental Operation and Management Co., Ltd. is the housing rental operation entity under the Anju Group, primarily responsible for the operation and management of rental housing, including public housing, rental housing, and related residential projects. As a state-owned sole proprietorship enterprise and the dedicated operator for public housing in Shenzhen, it undertakes functions related to investment, construction, operation, and service delivery for public housing. The company adheres to the requirements of building 'good houses, good communities, good neighborhoods, and good urban areas,' continuously advancing public housing supply and enhancing the quality of community services.
Research background
As residents' lifestyles and consumption patterns continue to evolve, the convenience, diversity, and suitability of community commercial facilities have become key factors influencing residents' living experiences and the overall quality of community operations. To better understand the actual needs, usage experiences, and suggestions of residents regarding community commercial infrastructure, Shenzhen Housing Rental Operation and Management Co., Ltd. plans to conduct a resident-level insight survey on commercial consumption behaviors across its key projects—Gaoxin Garden, Fu Hui Ge, Lan Ting, Ming Hao Fu, Ming Hui Fu, and Zhi He Yuan. This research aims to provide actionable insights for optimizing future commercial planning, refining business formats, and improving leasing and operational strategies.
Research scope
In April 2026, CEIDEA Research was commissioned by Shenzhen Housing Rental Operation and Management Co., Ltd. to conduct a questionnaire survey on the commercial consumption needs of residents in the following six residential communities: Gaoxin Garden, Fu Hui Ge, Lan Ting, Ming Hao Fu, Ming Hui Fu, and Zhi He Yuan. Data collection will be carried out through a hybrid approach combining offline on-site questionnaire distribution and collection, and concurrent online questionnaire distribution via property management systems. Each community will complete 200 valid offline questionnaires, totaling 1,200 offline samples, with comprehensive analysis conducted by integrating data from both offline and online surveys. The research focuses on residents' demand for community commercial infrastructure, consumption preferences, current experiences with existing facilities, demand for various commercial formats, pain points in daily living services, and recommendations for improvement. By analyzing quantitative data and resident feedback, the study will identify key areas of interest and priority needs among residents regarding dining, retail, daily living services, and convenience-oriented commercial functions, providing a data-driven basis for community commercial positioning, business format combinations, and future leasing and operational decisions.
Expected outcomes
Through this research, the project team will systematically understand the genuine needs, consumption preferences, and satisfaction levels of residents regarding community commercial infrastructure. Key issues related to commercial accessibility, diversity of offerings, and service adaptability across different projects will be identified. The final deliverables will include a comprehensive set of materials comprising offline questionnaire data, online questionnaire data, and a detailed research analysis report. The findings will enable the client to make more scientific decisions regarding the introduction of key commercial formats, the prioritization of commercial resource allocation, and the focus areas for community commercial optimization. This will enhance alignment between commercial infrastructure development and actual resident living needs, providing data-driven support for future commercial planning, leasing decisions, and community operation improvements.
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