Shili Land Real Estate - Research on Homebuyers' Consumption in High-End Residential Communities
Company overview
Shili Land Real Estate was founded in 1993 and is one of the earliest professional real estate consulting services in China. In 2007, the company underwent comprehensive restructuring and was renamed Shili Land Real Estate Advisory Co., Ltd. It successfully listed on the Shenzhen Stock Exchange on August 28, 2009, becoming the first comprehensive real estate services company to go public on the A-share market. As a pioneer in the industry, Shili Land Real Estate has long provided services to various real estate developers and government agencies, with business areas spanning market research, product positioning, marketing strategy, sales agency, asset management, and more, consistently delivering systematic and professional real estate solutions to clients.
Research background
With the development of the high-end residential market, consumer demand for housing products has become increasingly refined and personalized. Guangzhou and surrounding cities, as key high-end residential markets in South China, have attracted a large number of upgrade and investment-oriented homebuyers who are placing greater emphasis on product quality, supporting services, and living environment. To assist developers such as Yueshui Group in achieving precise positioning and market success in their high-end residential projects, Shili Land Real Estate conducted a joint study with CEIDEA Research, delving into the consumption patterns, purchasing motivations, living satisfaction, and product expectations of current owners in high-end residential communities.
Research scope
In September 2012, CEIDEA Research was commissioned by both Shili Land Real Estate and Yueshui Group to conduct a study on homebuyers in multiple high-end residential communities across Guangzhou and its surrounding areas. Through methods including in-home questionnaires, telephone interviews, and in-depth interviews, the research systematically collected data on homeowners' basic information (age, occupation, household structure, income level), purchasing background (first-time or upgrade purchase, budget, purchase timing), product preferences (floor plan, views, property management, security, and supporting facilities), current living satisfaction, and suggestions for improvement. Additionally, the study analyzed differences among various homeowner groups in terms of living needs and consumption behaviors, identifying the core purchasing logic and emotional value preferences of high-end residential customers.
Expected outcomes
Through this research, Shili Land Real Estate and Yueshui Group will gain a comprehensive understanding of the demographic characteristics, living needs, and consumption preferences of the core customer base in Guangzhou's high-end residential market. The findings will provide precise data support for product design (such as floor area ranges, functional layouts, and interior decoration standards), community facilities (such as education, commercial, and leisure amenities), property service content, and brand marketing strategies. Furthermore, the research outcomes will offer a replicable framework for future project site selection, customer profile modeling, and refined operational management, enhancing market alignment and brand premium value.
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