Project background:

A real estate developer is a well-known enterprise with diversified projects such as residential, commercial and complex projects in many cities across the country. In recent years, it also has a certain layout and influence in the Beijing market. In order to further enhance its competitiveness and brand image in the Beijing market, the developer plans to develop a high-end residential project in Chaoyang District, Beijing. The project is located in the core area of Chaoyang District, with complete surrounding facilities and convenient transportation. The target customer group is high-income, High-quality, high-grade people.

Project purpose:

In 2023, the developer commissioned Shangpu Consulting to conduct market research on residential projects in the Beijing market. The main purposes are as follows:

Understand the basic situation of housing supply and demand, price level, consumer preference, competition pattern and so on in Beijing market;

Analyze the characteristics, advantages, disadvantages, opportunities and challenges of the housing market in the core area of Chaoyang District;

Evaluate the brand awareness, reputation and loyalty of the developer in Beijing market;

Explore the best solutions for the developer's residential projects in the Beijing market in terms of positioning, product design, and marketing strategies.

Research object:

The research objects mainly include the following two categories:

Potential home buyers:

Through online questionnaires, telephone interviews, on-site interviews and other methods, potential buyers who are interested in purchasing high-end residential projects in the core area of Chaoyang District are investigated to understand their housing needs, preferences, budgets, decision-making factors, etc. Number of survey subjects is500People.

Competitors:

Through network collection, on-the-spot investigation, secret shopping and other ways, we will investigate the existing or upcoming high-end residential projects in the core area of Chaoyang District to understand their project characteristics, price strategy, sales situation, advantages and disadvantages. Number of survey subjects is10A.

Project Content:

The project mainly includes the following aspects:

Market Analysis:

This paper analyzes the basic situation of housing supply and demand, price level, consumer preference and competition pattern in Beijing market, as well as the characteristics, advantages, disadvantages, opportunities and challenges of the housing market in the core area of Chaoyang District.

Brand Analysis:

Analyze the developer's brand awareness, reputation, loyalty, etc. in the Beijing market, as well as brand differentiation and advantages with competitors.

Product Analysis:

Analyze the positioning, product design, functional layout, decoration style, etc. of the developer's residential projects in the Beijing market, as well as product differences with competitors.

Project results:

Through a two-month market research, Shangpu Consulting provided the developer with a detailed market research report, which includes the following aspects:

Market Analysis:

According to the data, the supply and demand of housing in the Beijing market is generally balanced, but the supply of high-end residential projects is relatively tight, the demand is strong, and the price level is high. Consumers prefer high-high quality, high-grade, and cost-effective products. The competition pattern is fierce. The main competitors There are well-known brands such as Vanke, Poly, and Longhu. The housing market in the core area of Chaoyang District has the characteristics of superior geographical location, complete supporting facilities, and high population quality, but it also faces problems such as shortage of land resources, environmental pollution, and traffic congestion.

Brand Analysis:

According to the data, the developer's brand awareness, reputation, and loyalty in the Beijing market are at a medium level. Compared with competitors, it has no obvious advantages. It needs to strengthen brand building and promotion to enhance brand image and influence. It is recommended that the developer take advantage of its diversified projects in many cities across the country, highlight its brand values such as professionalism, innovation, and social responsibility, and create a distinctive and differentiated brand image.

Product Analysis:

According to the data, the developer's residential project in the Beijing market is positioned as a high-end residential project. The product design meets the needs and preferences of the target customer group, the functional layout is reasonable, and the decoration style is simple and fashionable. Compared with competitors, it has certain product advantages. It is suggested that the developer should pay more attention to details and quality in product design, improve product grade and added value, increase intelligent, humanized, green and other elements, and create a product image with characteristics and recognition.

Shangpu Consulting Company provided a professional, systematic and comprehensive market research report for the developer, which not only helped the developer to deeply understand the market situation and competitive situation of residential projects in Beijing market, but also formulated targeted brand strategy and product strategy for the developer, It provides strong support and guarantee for the successful launch of residential projects in Beijing market. Champu Consulting provided high-quality consulting services to the developer, bringing significant value and growth to the developer.