Analysis Report of Changsha Real Estate Market Demand Questionnaire in 2007
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[Source]: ● Changsha Real Estate Information Center and Real Estate Development Research Center.
At the Spring Fair in 2006, our center conducted a large-scale survey on the living conditions, consumption habits and psychological expectations of the general public who participated in the Housing Fair. So, what new changes have taken place in their situation after a year? With this question, our center conducted a more comprehensive investigation with similar questions at the 23rd real estate fair in Changsha in 2007. The Housing Fair was held in Qingzhuhu International Convention and Exhibition Center in Kaifu District from April 29th to May 3rd. The research site is located in the online housing exhibition area of the information center on the first floor. The field survey is to give a free Changsha property market by filling out a questionnaire. Respondents are visitors to the Housing Fair. The questionnaire mainly involves the basic situation, purchase intention and source of purchase information of the respondents. During this housing fair, a total of 10000 questionnaires were distributed, and 7 136 questionnaires were recovered, with a recovery rate of 7 1.36%, of which 6337 questionnaires were valid, with an effective rate of 88.80%.
First, the survey content and classification analysis
(a) the basic situation of the respondents
1. Residence
In this market research sample, Changsha local residents still occupy the majority, accounting for about 88.95% of the total sample. Foreign tourists accounted for about 1 1.05% of the total, up 1.88 percentage points from last year. On the one hand, it shows that the number of house buyers in other places has increased, on the other hand, it also reflects that Changsha property market is attractive and influential to buyers in surrounding areas.
2. Gender ratio
Figure 1 sex ratio
Judging from Figure 1, the respondents in this market research are still mostly men, and the ratio of male to female is about 6: 4, which is the same as last year. The traditional house purchase is still dominated by men, and the influence of women on house purchase decision is increasingly prominent.
3. Age distribution
Figure 2 Age composition
From Figure 2, the respondents aged 25 to 35 still accounted for more than half, accounting for 50.25%, but it was 5.06 percentage points lower than last year. The proportion of respondents under the age of 25 who participated in this housing fair increased significantly, accounting for 27.82% of the total, which was 1 1. 14 percentage points higher than last year. Thirdly, the respondents aged 35 to 60 accounted for 20.54% of the total, and the proportion decreased by 5.7 1 percentage point. Respondents over 60 years old accounted for 1.40%, down 0.37 percentage points from last year. The above survey results show that under the current booming real estate market and rising prices year by year, young people are increasingly willing to buy houses, and the demand for buying houses tends to be younger (note: the age group is divided according to the former item, which is smaller than the latter item, for example, 25-35 represents respondents who are over 25 and under 35, the same below).
4. Family structure
Figure 3 Family structure
From Figure 3, most of the respondents were unmarried, accounting for 50.85% of the total, up by 1 1.6 1 percentage point over last year. Married people accounted for 47.50% of the total, and the proportion dropped from the first place in the Spring Fair in 2006 to the second place. This shows that under the pressure of rising house prices, the demand for unmarried singles is stronger, and the consideration of future marriage rooms is further advanced. In addition, among married people, the proportion of married people with children is still high.
5. Annual household income
Figure 4 Annual household income
From Figure 4, the total annual income of 20,000-40,000 and 40,000-60,000 accounts for 58.37%, which is 0.88 percentage points lower than last year. They are still the largest consumer group with potential housing demand in Changsha. Developers should focus on the product market positioning of this consumer group and transform the potential purchasing power of this group's housing consumption into actual purchasing power. In addition, the population with annual income above 60,000 accounts for 30.36%, up by 7.9 1 percentage point compared with last year, and the proportion of this consumer group has increased rapidly, indicating that with the improvement of social and economic development level, the income level of residents has greatly increased, and the housing consumption capacity has also increased simultaneously, so there is a large demand space for medium and high-quality real estate in the future.
6. Housing ownership
Figure 5 Housing ownership
As can be seen from Figure 5, 32.05% of people have no houses, which is 7.67 percentage points higher than last year. These people are the real buyers in the near future. The population whose living area is less than 90㎡ accounts for 26.87%, which is the potential target of housing improvement demand. The proportion of the first two accounts for 58.92%, indicating that the effective demand for housing is still very strong. The total number of people living in 90-120m2 and120-144m2 areas accounts for 34.50%. The housing conditions of this group of people have reached the middle level of well-off living, and most of them are potential targets of investment demand and children's housing demand. The population whose living area is more than144m2 accounts for 6.58%. For these consumers, we can stimulate their potential demand by developing high-quality commercial houses such as houses and villas.
(2) the respondents' intention to buy a house
1. Planned procurement time
Figure 6 Planned procurement time
From Figure 6, the total proportion of commercial housing to be purchased in the next three months and six months is 37.34%, and the total proportion of commercial housing to be purchased in the next year is 36.49%. Therefore, the real estate market transactions in our city will remain very active in the short term. The proportion of people planning to buy commercial housing in the next two years is 19.64%, which is 23.56 percentage points lower than last year, which largely shows that residents have considered the housing demand in advance.
2. The purpose of buying a house
Figure 7 Purpose of buying a house
According to Figure 7, 565,438+0.10% of first-time home buyers are self-occupied. More than half of the respondents plan to buy a house for the first time this year, which is 4.85 percentage points higher than last year. This market has great potential and is a long-term and stable market demand. In order to improve housing conditions, 34.25% people choose to buy a second house. With the improvement of living standards, the comfort of housing is paid attention to, and the market demand is relatively stable. The total proportion of investment-oriented and children-oriented buyers is 15.96%. Judging from the rising house prices, the real estate market has broad prospects for development. Some people start to invest their extra funds, and some people buy houses for their children in advance while the house price is not very high.
Figure 8 Purchases at different ages.
As can be seen from Figure 8, the proportion of people under the age of 25 and people aged 25-35 who buy houses for their own occupation is very large, accounting for 70.79% and 53.97% respectively. Among the respondents aged 35-60, the second time to buy a house is to improve the existing housing conditions, accounting for the largest proportion, accounting for 55.34%. These people have worked long hours and accumulated a lot of wealth, so they have the ability to choose a second house to improve their quality of life. Buying a house is also for investment, accounting for 13.35%. Respondents over the age of 60 mainly chose to buy houses for their children and improve housing conditions, accounting for 46.43% and 42.86% respectively.
3. Type of house purchase
Figure 9 Type of house purchase
From Figure 9, the total proportion of choosing to buy ordinary commercial housing and high-quality housing is 73.88%, which is 1 1.08 percentage points higher than last year. The concept of commercial housing consumption has been deeply rooted in people's hearts, among which 15.75% choose high-grade and high-quality housing. 22.88% people choose to buy affordable housing, which is 3.80 percentage points lower than last year. At present, Changsha residents' affordability of buying houses has increased, and their dependence on policy housing has begun to decrease. The proportion of people who choose to buy second-hand houses is 3.24%, which is 4.34 percentage points lower than last year. Most people have not formed the concept of second-hand housing consumption, and only a few people choose to buy second-hand housing. With the acceleration of the integration of Changsha, Zhuzhou and Xiangtan, more and more people flock to Changsha. Under the restriction of land resources, we must cultivate and develop the second-hand housing market as soon as possible and change the consumption concept of modern people.
4. Regional selection
Figure 10 regional selection
According to the figure 10, Cheng Nan is still the most selected area, accounting for 4 1.33%. The relocation of the provincial capital to the south has brought about the rapid development of Cheng Nan, and the municipal facilities are becoming more and more mature. It is also influenced by the Changsha-Zhuzhou-Xiangtan environment, and its development prospect has been widely recognized by consumers. Followed by Hexi area, accounting for 20.34%, the proportion is equivalent to last year, but this year it surpassed Dongcheng area, and the superior living environment attracted many people's attention. 16.70% chose north city, which was 5. 17 percentage points higher than last year. The construction of North City Logistics Center has created great opportunities for its development. 15. 10% chose dongcheng district, and the proportion dropped from the second place last year to the fourth place this year, down by 4.76 percentage points. The total proportion of choosing Xingsha area, Wangcheng or Sunset Cloud is 6.53%. Generally speaking, Cheng Nan is the first choice, the residential status of Hexi and Beicheng is further strengthened, and the residential influence of Dongcheng is declining.