Cushman & Wakefield - Client Research Service for the Kunming Project of Beijing SKP
Company overview
Cushman & Wakefield, founded in 1784, is one of the world's leading real estate service providers and holds significant influence in the real estate sector. The company operates 400+ offices across 70 countries and regions, employing over 48,000 professionals and generating annual revenue of USD 6.9 billion. Cushman & Wakefield offers an integrated range of real estate consulting services, including property management, facility management, project management, leasing representation, capital markets advisory, and advisory services. It maintains 20 subsidiaries across the Greater China region, with operations spanning major Chinese cities, and has consistently ranked at the top in multiple rankings published by Euromoney China over the past two years, reflecting its leadership in real estate valuation, sales brokerage, and research analysis.
Research background
As the domestic real estate market matures, the consumption philosophies and behavioral patterns of high-net-worth individuals are gradually becoming more diverse and rational. Cushman & Wakefield has long been committed to serving the premium real estate market. To gain a deeper understanding of high-end consumers' preferences, consumption habits, and brand perceptions, and to further refine client positioning and service configurations for premium residential and office assets, a comprehensive research initiative is necessary to establish behavioral profiles and psychological expectations of the target audience.
Research scope
In 2019, CEIDEA Research was commissioned by Cushman & Wakefield to conduct a premium consumer research project. This study employed a dual-track approach combining quantitative surveys and in-depth qualitative interviews. The quantitative component targeted high-net-worth individuals, focusing on their demand, consumption philosophies, satisfaction levels, and behavioral characteristics within the real estate services sector. The qualitative interviews centered on individual and corporate high-end consumers, aiming to explore their perceptions and recommendations regarding Cushman & Wakefield's service offerings, service experiences, and decision-making processes. Through precise consumer profiling, the study identified lifestyle patterns, consumption preferences, and psychological traits of the target group, providing data-driven insights to support future product optimization, marketing communication, and strategic decision-making.
Expected outcomes
This research will enable Cushman & Wakefield to gain a deeper understanding of the actual needs and service pain points of its high-end client base, establishing a comprehensive consumer profile and behavioral model. It will provide a solid data foundation for refining premium real estate service strategies. By integrating both qualitative and quantitative findings, the report will offer scientifically grounded and actionable recommendations in areas such as brand positioning, product customization, service enhancement, and market promotion, helping Cushman & Wakefield further strengthen its leadership position in the premium real estate consulting market. Company Profile Cushman & Wakefield, founded in 1784, is one of the world's leading real estate service providers and holds significant influence in the real estate sector. The company operates 400+ offices across 70 countries and regions, employing over 48,000 professionals and generating annual revenue of USD 6.9 billion. Cushman & Wakefield offers an integrated range of real estate consulting services, including property management, facility management, project management, leasing representation, capital markets advisory, and advisory services. It maintains 20 subsidiaries across the Greater China region, with operations spanning major Chinese cities, and has consistently ranked at the top in multiple rankings published by Euromoney China over the past two years, reflecting its leadership in real estate valuation, sales brokerage, and research analysis. Research Background As the domestic real estate market matures, the consumption philosophies and behavioral patterns of high-net-worth individuals are gradually becoming more diverse and rational. Cushman & Wakefield has long been committed to serving the premium real estate market. To gain a deeper understanding of high-end consumers' preferences, consumption habits, and brand perceptions, and to further refine client positioning and service configurations for premium residential and office assets, a comprehensive research initiative is necessary to establish behavioral profiles and psychological expectations of the target audience. Research Scope In 2019, CEIDEA Research was commissioned by Cushman & Wakefield to conduct a premium consumer research project. This study employed a dual-track approach combining quantitative surveys and in-depth qualitative interviews. The quantitative component targeted high-net-worth individuals, focusing on their demand, consumption philosophies, satisfaction levels, and behavioral characteristics within the real estate services sector. The qualitative interviews centered on individual and corporate high-end consumers, aiming to explore their perceptions and recommendations regarding Cushman & Wakefield's service offerings, service experiences, and decision-making processes. Through precise consumer profiling, the study identified lifestyle patterns, consumption preferences, and psychological traits of the target group, providing data-driven insights to support future product optimization, marketing communication, and strategic decision-making. Expected Outcomes This research will enable Cushman & Wakefield to gain a deeper understanding of the actual needs and service pain points of its high-end client base, establishing a comprehensive consumer profile and behavioral model. It will provide a solid data foundation for refining premium real estate service strategies. By integrating both qualitative and quantitative findings, the report will offer scientifically grounded and actionable recommendations in areas such as brand positioning, product customization, service enhancement, and market promotion, helping Cushman & Wakefield further strengthen its leadership position in the premium real estate consulting market.
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