Shanghai Hengyuan - Research on Consumer Demand for Apartment Residential Properties
Company overview
Shanghai Hengyuan Enterprise Development Co., Ltd. was established in January 2000 and is a diversified enterprise primarily engaged in corporate investment, project management, and real estate development. Since its inception, the company has actively participated in urban renewal and residential development projects, possessing mature real estate development experience and forward-looking market judgment capabilities. As a key real estate investment and operations entity headquartered in Shanghai with a nationwide presence, Hengyuan consistently adheres to a market-driven, customer-centric approach in project development, striving to deliver high-quality, high-value residential products
Research background
As urban land resources in Shanghai's central districts become increasingly scarce, Putuo District, as one of the city's core locations, has seen its real estate development potential intensify. In recent years, apartment-style residential properties have gained popularity among urban middle-class professionals and investors, offering both residential and investment value. To scientifically plan product strategies for underdeveloped plots in Putuo District, accurately capture market demand, avoid homogenized competition, and enhance product premium potential, Shanghai Hengyuan Enterprise Development Co., Ltd. intends to develop apartment residential products and has commissioned a specialized research firm to conduct an in-depth market study to guide product development and sales strategy formulation
Research scope
In August 2017, CEIDEA Research was commissioned by Shanghai Hengyuan Enterprise Development Co., Ltd. to conduct a survey of potential buyers of apartment residential properties in Putuo District. The study primarily utilized questionnaire interviews, successfully collecting 300 valid responses. Survey content covered consumers' purchase intentions, investment motivations, functional needs, expectations for product amenities, attention to transportation accessibility, price tolerance, preferences for floor area and unit layouts, and preferred interior decoration standards. Additionally, the study explored the lifestyles and purchasing decision pathways of target customer groups. Survey samples were drawn from key commercial and residential areas within Putuo District and its surrounding regions, with demographic analysis conducted based on geographic characteristics to define the target customer profile
Expected outcomes
This research will provide systematic support for Shanghai Hengyuan's development and sales of apartment residential projects in Putuo District. The findings will construct a scientific model from perspectives such as consumer profiling, investment versus self-occupancy motivations, product function preferences, price sensitivity, and amenity expectations, clearly identifying core customer segments and enabling rational product structuring, pricing strategies, and market promotion timing. The results will serve as quantitative basis for project positioning, product design, and sales strategy, maximizing market alignment and economic returns, and enhancing the scientific rigor and precision of overall development decisions
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