Yongfang Group - Research on Real Estate Holdings
Company overview
Yongfang Group Holding Limited was founded in 1993 and is one of China's leading real estate developers and integrated service providers, going public on the Hong Kong Stock Exchange's Main Board in 2007 (stock code: 03377). The company's business portfolio is diverse, covering mid-to-high-end residential development, urban complexes, office building investment and operations, property management, elderly care services, logistics real estate, long-term rental apartments, and domestic and international asset and financial investment activities. Guided by its mission to 'create high-quality environments for mid-to-high-end urban residents and premium business clients,' Yongfang Group strives to become a market-leading force integrating excellence in operational management and capital operations.
Research background
With the accelerated pace of Shenzhen's urban renewal, Yongfang Group plans to advance a 'factory-to-office' redevelopment project in the Mingzhi district of Longhua, featuring a range of property types including office buildings, apartments, commercial spaces, and industrial villas, with an operational model combining sales and asset holding. The project will target both local and external corporate and individual clients, offering development, sales, and leasing services. To better understand the structure and needs of potential customers, identify product strengths and weaknesses, and guide project positioning, product design, and sales strategy, Yongfang Group commissioned CEIDEA Research to conduct a specialized study.
Research scope
In August 2016, CEIDEA Research was commissioned by Yongfang Group to conduct comprehensive research on both leasing and purchasing client segments for the industrial-to-office redevelopment project in the Mingzhi district of Shenzhen. The study employed a mixed-method approach combining questionnaires and in-depth interviews. The questionnaire focused on client profiling, behavioral preferences, and price expectations, targeting employees from surrounding industrial parks, white-collar professionals, investors, and residential demand groups. In-depth interviews were conducted with professionals in planning and sales, as well as potential clients, to qualitatively analyze their underlying motivations and resistance factors. The research examined key dimensions including client origin, identity, motivations for purchasing or leasing, acceptance of financial instruments, preferences for amenities, awareness of location, and product-specific demands. It segmented and evaluated the core characteristics and needs of key client groups across different property types, and projected price acceptance ranges, providing strategic input for sales policies and service support.
Expected outcomes
The final report provided Yongfang Group with detailed insights into client segmentation and price sensitivity analysis, effectively identifying the primary client groups for each property type and clarifying their rental or purchase intentions and key concerns. Additionally, the report offered strategic recommendations for functional planning, pricing structures, sales timing, financial instrument design, and service support for office buildings, apartments, and industrial villas. These recommendations helped the project achieve precise positioning and differentiated competitiveness, enhancing market acceptance and sales conversion rates.
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