China Power Engineering Construction Corporation (CPCEC) Real Estate - Market Research on Potential Demand for Residential Products
Company overview
CPCEC Real Estate was established in November 2005 and is one of the first batch of central enterprises designated by the State-owned Assets Supervision and Administration Commission (SASAC) to primarily engage in real estate development and operations. It operates under China Power Engineering Construction Group Corporation, holding a Class I qualification for real estate development and an AAA credit rating. The company currently has a registered capital of 9 billion RMB. Its business operations cover land reclamation, real estate development, property management, and spans product types including residential, office buildings, commercial complexes, and hotel developments. To date, CPCEC Real Estate has developed 111 projects across 27 cities nationwide and holds a controlling stake in the listed company Nanguo Property (Stock Code: 002305). Leveraging its parent company's integrated capabilities across planning, design, construction, and manufacturing, CPCEC Real Estate possesses significant advantages in project development and resource integration.
Research background
In June 2019, CPCEC Real Estate (Shenzhen) invested 2.012 billion RMB to successfully acquire a premium plot of land located at the east side of Guangming Avenue and the north side of Huayu Road in Guangming District, Shenzhen. The plot has a total floor area of 73,710 square meters, including 70-year residential land and an initial allocation of 6,630 square meters for talent housing. To ensure that the product design and market positioning of this project precisely align with the needs and expectations of its target customer group, the company seeks to comprehensively understand potential buyers' intentions to purchase, their living preferences, and product expectations during the early stages of product planning, thereby supporting the development of product offerings and sales strategies.
Research scope
In July 2019, CEIDEA Research was commissioned by CPCEC Real Estate to conduct a qualitative market study on the residential product offerings for the new project in Guangming District. The target respondents were potential buyers of the project, with in-depth interviews and focus group discussions employed to explore key aspects such as motivations for purchasing, budget ranges, preferences for spatial layouts, expectations for community facilities, transportation requirements, and brand awareness. Additionally, the study assessed the target customers' receptiveness to the project's location, product form, and price range, while collecting feedback and suggestions regarding floor plan designs, functional configurations, and interior decoration standards, ensuring the product concept is highly aligned with market demand.
Expected outcomes
The research findings will provide CPCEC Real Estate with a multidimensional understanding of the project's core potential customer segments, accurately mapping consumer demographics and demand structures, and clearly identifying their functional preferences, emotional needs, and price sensitivity. The final report will offer comprehensive data support and actionable recommendations for product design direction, floor plan configurations, facility provisions, promotional tone, and marketing strategies, ensuring a rational product positioning and clear sales pathway. This will help achieve efficient sales conversion and build a strong market reputation for the project.
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