Hua Ke Yu - Potential Customer Segment Research for Growth Rental Apartment Product
Company overview
Shenzhen Hua Ke Yu Cheng Technology Development Co., Ltd. (referred to as "Hua Ke Yu Cheng") was established in 2013, jointly founded by the Shenzhen Institute of Advanced Technology, Chinese Academy of Sciences and Shanghai Angsen Investment Management Co., Ltd. The company specializes in providing high-quality office and innovation space for high-tech enterprises, while integrating scientific research resources, capital platforms, and industrial services to promote the commercialization and industrialization of domestic and international scientific and technological achievements. Positioned as a "high-tech industry incubation operator," Hua Ke Yu Cheng drives the concentration and transformation of premium technology projects in Shenzhen, and has now become a leading platform for the operation of high-tech industries in the region.
Research background
The Hua Ke Yu Cheng Headquarters Base Project, developed by Hua Ke Yu Cheng in Longgang Pinghu, in the financial and modern service industry base of Shenzhen, is an integrated industrial park featuring R&D office spaces, incubation and acceleration services, exhibition and transaction functions, and talent housing. Among these functions, the long-term rental apartment product serves as one of the four supporting services in the park, specifically designed to address the housing needs of high-end talent. In the context of the rapid development of Shenzhen's rental market and the evolving lifestyle patterns of talent, accurately identifying the actual needs and preferences of potential customers has become crucial for formulating effective product strategies.
Research scope
In May 2019, CEIDEA Research was commissioned by Hua Ke Yu Cheng to conduct a specialized study on the market acceptance and customer demand for the long-term rental apartment product at the Headquarters Base. The research employed a mixed-method approach combining qualitative interviews and quantitative questionnaires, targeting potential customer groups within the project area, including employees from high-tech enterprises, personnel from research institutions, and young entrepreneurs. The study systematically collected key information on customers' motivations for purchasing, functional requirements, living habits, price tolerance, attention to lifestyle amenities, brand awareness, and expectations regarding the rental apartment product. Additionally, the overall acceptance and alignment of the Hua Ke Yu Cheng apartment project were evaluated.
Expected outcomes
The final research findings will help Hua Ke Yu Cheng identify the core target customer group for the apartment product, clearly define customer profiles, and precisely extract the key selling points of the product. The results will provide strategic decision support in product design, spatial configuration, service enhancements, pricing strategies, and marketing promotion. Supported by the research data, the project will achieve efficient tenant acquisition and brand promotion, enhancing product appeal and market competitiveness, and comprehensively optimizing the park's lifestyle service system.
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