Xiangtan Chenhui Real Estate - Research on the Purchasing Needs of High-End Residential Potential Buyers
Company overview
The Baisi·Gulian City project is located in Yuzhuzi District, Xiangtan City, Hunan Province, adjacent to the scenic Baisi Park. It is situated near Baoqing Road and Xinma Road, with panoramic views of the Xiangjiang River and the planned riverfront green belt, and lies at the core of a historically developed urban area undergoing revitalization and upgrading. The project spans nearly 1 million square meters and represents one of the few newly developed high-end residential communities in Yuzhuzi District, offering unique geographical advantages and strong urban value. The area has attracted major developers such as Evergrande, Midea, Wanda, Aoyuan, and Wuyuan, intensifying market competition and enhancing overall competitiveness...
Research background
With the increasing supply of high-end residential projects in the region, consumers' demands for housing quality, amenities, and lifestyle experiences have been continuously rising. Given the concentration of developers in established districts such as Wanlou New City, Jiuhua Subdistrict, and Hedu Government District, Chenhui Construction aims to conduct in-depth research to comprehensively understand the concerns of potential high-end homebuyers and frontline sales consultants regarding product features, community facilities, design styles, environmental atmosphere, and marketing messaging. This study will provide scientific guidance for product positioning and promotional strategies.
Research scope
In September 2017, CEIDEA Research was commissioned by Chenhui Construction to conduct field research in Yuzhuzi District, Xiangtan. Using a combination of in-depth interviews and structured questionnaires, the study analyzed samples from target buyer groups (high-net-worth families) and frontline sales consultants. Feedback was collected across multiple dimensions, including functional requirements (such as floor plan, community facilities, and landscape views), purchase motivations (such as school access, ecological environment, and transportation), information exposure channels, price expectations, competitive comparisons, and lifestyle preferences. Additionally, the study examined sales consultants' summaries of buyer pain points and key conditions for closing deals, aiming to identify critical factors influencing project success.
Expected outcomes
The final research report will provide Chenhui Construction with actionable, data-driven insights: clearly defining the profile of the high-end buyer segment and their core concerns; analyzing competitive positioning and differentiating advantages; guiding product design direction (such as floor plan configurations, spatial ratios, and community public amenities); and optimizing marketing communication pathways and offline promotion strategies. As a result, this research will significantly enhance the scientific rigor and competitiveness of the project's early-stage product positioning, client engagement, precision marketing, and promotional planning.
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