Qifu Group - Resident Satisfaction Survey
Company overview
Qifu Group is a well-known comprehensive real estate development company headquartered in Guangzhou, with business operations spanning residential development, education, healthcare, hotels, commercial properties, and property management. The Qifu New Village project, one of the group's flagship developments, is hailed as "China's First Village" and is currently one of the largest and most comprehensively equipped international premium communities in the South China region. Divided into two main sections—villa and apartment blocks—the Qifu New Village houses a total of 300,000 permanent residents. It serves as a model residential community integrating living, education, healthcare, leisure, and shopping, and has gained popularity among both domestic and international homeowners and investors.
Research background
Prior to launching its new project, "Qifu Mingdu," the Qifu Group sought to extract actionable insights and value recommendations from the usage feedback of existing residents. As one of the largest communities in South China, the resident base of Qifu New Village represents a highly representative and valuable feedback group. Systematically understanding their satisfaction levels and latent needs regarding residential design, community facilities, and property management services will help the company achieve precise positioning in product development and marketing strategy formulation. Additionally, the findings will contribute to improving property service quality, strengthening customer relationship management, and optimizing future overall community operations.
Research scope
In December 2015, CEIDEA Research was commissioned by Qifu Group to conduct a specialized satisfaction study among current residents of Qifu New Village. The research covered key areas including residential design (such as floor plan layout, ventilation and lighting, material usage), community facilities (such as transportation, education, healthcare, leisure, and commercial services), and property management services (such as maintenance response time, environmental cleanliness, security, and communication efficiency). Additionally, the study collected residents' expectations for the new phase of development, "Qifu Mingdu," as well as suggestions regarding the group's marketing approaches and service communication strategies. Combining questionnaire surveys with in-depth interviews, the research aimed to accurately reflect residents' real-life living experiences and preferences, forming a comprehensive analysis model integrating both quantitative and qualitative data.
Expected outcomes
Through this study, Qifu Group will gain a comprehensive understanding of current residents' satisfaction levels regarding residential products and community services, systematically identify weaknesses in product design and property management, and uncover core demands for enhancing living quality. Furthermore, the research findings will provide data support and strategic guidance for the product innovation, market positioning, pricing strategy, and promotional campaigns of the "Qifu Mingdu" project, thereby enhancing its overall appeal and sales efficiency, and reinforcing Qifu Group's market leadership in the development of premium residential communities.
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