The questionnaire was released on April 15 and stopped being filled out on April 24, and 845 questionnaires were received. The sample was 44.85% male and 55.15% female, a relatively even ratio of men to women. In terms of age, the 25-34 age group accounted for the largest proportion of people, 35.27%, followed by people aged 24 and below, accounting for 31.24%, then the 35-44 age group, accounting for 19.17%, and there are 14.32% of people aged 45 and above.
The survey sample has a more balanced distribution of annual income, with the proportion of those in the ranges of less than 50,000 yuan, 50,000-100,000 yuan, and 100,000-200,000 yuan all accounting for 20-30%, and the proportion of those in the range of 200,000-300,000 yuan of annual income accounting for 12.43%, and the proportion of those with an annual income of 20,000-300,000 yuan. There is also 7.10% of annual income above $300,000 dollars. In terms of location, 31.24% are from first-tier cities, 35.50% are from municipalities or provincial capitals (excluding first-tier cities), and 33.25% are from other cities.
More than half have home ownership plans
Non-Tier 1 cities have a stronger willingness to buy a home
The epidemic has had a real impact on people's residential lives.
Over 50% of all samples collected already own their own homes, with 61% of respondents still having outstanding mortgages, and 53% of these respondents said that the reduction in income during the epidemic affected the mortgage repayment process. Previously, China Renaissance Investment Bank conducted a study of 1,000 consumers, the results of which showed that 949 samples still had income during the epidemic, but were generally negatively affected by about 70% of the reduction in income compared to the same period last year, including a significant reduction in the income of 20% of the population.
Those respondents who had not yet purchased a home and chose to live in rented accommodation were faced with rent. Affected by the epidemic, many people, especially migrant workers in Hubei, are unable to return to their workplaces on time, so there is widespread controversy over whether rented houses that are empty still have to pay rent. In March this year, Shenzhen City specifically issued a "on the epidemic prevention and control period to carry out housing rental work related to the views", clearly put forward the housing lease parties should be in line with the law-abiding, mutual understanding and mutual concessions principle, negotiation and sharing of the epidemic caused by the loss of rent, any party can not be illegal to force the other party to make concessions. At the same time, the rental enterprise should effectively protect the tenant's legal right of residence, and shall not evict the tenant in violation of the law. The results of this questionnaire survey showed that the people who were actively reduced rent accounted for about 30% of the proportion of all renters.
Survey data show that there are still 54.43% of the respondents have a home ownership plan, this part of the respondents, 14.20% of the people to buy a house plan to remain unchanged, 25.68% of the people to buy a house plan to postpone, there are 14.56% of the people who originally did not have a plan to buy a house, the epidemic after the intention to buy a house. No home ownership plan respondents, 13.61% of the original home buying plan canceled, and 31.95% of the people still have no home buying plan.
Yan Yuejin, research director of the E-House Research Institute Think Tank Center, believes that, from a practical point of view, the performance of the property market in March this year was better than expected, and some cities even appeared to grab houses and other phenomena, so the prices in some cities did not appear to have a substantial price reduction. This also makes the ring rate of increase relative to February has seen some expansion.
In fact, the performance of leading real estate companies in March has rebounded. According to the CREIS data, in March, the property market turnover rose year-on-year. CREIS CREIS data show that in March 2020, the main cities monitored turnover area rose 351.59% year-on-year, and the 22 representative cities have risen to varying degrees, while the year-on-year decline of 32.53%. From a year-on-year perspective, all 22 cities rose to varying degrees, with Chongqing rising more significantly, followed by Hangzhou, in addition to Fuzhou's smaller rise of around 35.17%. Year-on-year, 17 cities declined, with Beijing falling significantly.
This result is also consistent with the results of this survey, which showed that about 55% of respondents in first-tier cities with home ownership plans, about 61% of respondents in municipalities or provincial capitals (in addition to first-tier cities), and 48% of respondents in other cities, and that, taken together, non-first-tier cities in municipalities or provincial capitals are more willing to buy a home.
Zhang Dawei, chief analyst of Centaline Real Estate, analyzed this, the local government under financial pressure, there will be more cities in the future will be loosened real estate regulation, especially in the third and fourth tier cities, there are a number of cities on the real estate "rescue" adjustments to a certain extent to promote the willingness of non-tier one cities to buy a home.
Who is ready to buy a house? From the age point of view, 24 years old and below have home ownership plan respondents accounted for about 50% of the same age, 25-34 years old have home ownership plan accounted for 62%, 35-44 years old have home ownership plan accounted for 60%, 45 years old and above have home ownership plan accounted for 38%, it can be found that 25 It can be found that respondents aged 25-34 have a stronger intention to buy a home, followed by respondents aged 35-44. In terms of income, respondents with an annual income of 100,000-200,000 yuan have a stronger intention to buy a home, with more than 60% of them having the intention to buy a home, followed by those with an annual income of more than 300,000 yuan, with about 58% of them having the intention to buy a home.
This is also confirmed by an analysis by the China Index Research Institute, which concluded that the age of the home-buying group is skewed towards young and middle-aged people, and that work and family have become the main factors affecting this group of buyers, who are mainly considering whether the project has educational resources, transportation convenience, a complete range of amenities and affordability of the total price.
Nearly 30% of respondents postponed their home-buying plans
It will take time for the market to return to normal levels
While more than 50% of the respondents had home-buying plans, about 26% of them postponed their home-buying plans, with nearly 50% of the respondents expecting home prices to fall in the future. The National Bureau of Statistics released in March 70 large and medium-sized cities house price index, the index shows that the first, second and third tier cities of new commercial residential sales prices rose slightly wider than the ring, the second-hand residential sales prices rose slightly, did not meet the expectations of the respondents that home prices will fall.
Specifically, the four first-tier cities of new commercial residential sales prices rose 0.2 percent from the previous month to flat. Used residential sales prices rose 0.5 percent on a year-on-year basis, an increase of 0.3 percentage points over the previous month. 31 second-tier cities saw new commercial residential sales prices rise 0.3 percent on a year-on-year basis, an increase of 0.2 percentage points over the previous month, and an increase of 0.1 percentage points over January. Used residential sales prices rose 0.2% YoY after two consecutive months of flatness. 35 third-tier cities saw new commercial residential sales prices rise 0.2% YoY, an increase of 0.1 percentage points from the previous month, and a drop of 0.2 percentage points from January. Used residential sales prices rose 0.1 percent from a 0.1-percent drop in the previous month, a 0.1-percent drop from January.
How long will home ownership plans be delayed? According to a previous analysis report released by the Shell Research Institute, consumers' home-buying plans are generally delayed, and plans are mainly delayed for less than half a year. Among them, the highest proportion of home purchase plans were postponed for 1-3 months, and the cumulative proportion of those within 6 months reached 67.8%.
Who is ready to postpone buying a home? The data show that more respondents from municipalities or provincial capital cities (except first-tier cities) postponed home purchase, more than 30%, followed by respondents from first-tier cities, accounting for 24%, which shows that the epidemic has a greater impact on the municipalities or provincial capital cities (except first-tier cities) home buyers. In terms of age, respondents in the 35-44 age group postponed their home-buying plans the most, accounting for 32% of the total, while those in the 25-34 age group, also accounting for more than 30% of the total, accounted for about 31%. The epidemic may have a greater impact on homebuyers in these two age groups. From the income point of view, the annual income of 100,000-200,000 yuan of respondents to postpone the purchase of a home plan the most, accounting for 36%, annual income of less than 50,000 yuan of respondents have the fewest plans to buy a home, while also postponing the purchase of a home plan is the least, accounting for 15%.
What kind of house are you going to buy? The survey results show that a house (flat suite) is still the choice of most people, with about 27% of respondents choosing a house (flat suite) as their ideal home. This was followed by duplexes with 26 percent, apartments were the ideal home in the minds of about 24 percent of respondents, and about 16 percent of respondents considered villas as their ideal homes.
Where to buy a house? Between the city center and the suburbs became the choice of most respondents, more than 50% of respondents believe that the most likely to buy a house in the suburban junction, the ideal location followed by the city center, accounting for 30%, choose to rely on the outskirts of the city to buy a house of only about 19%. The new or the second-hand house, 77% of the respondents are more inclined to buy a new house, only about 23% of consumers choose the second-hand house.
In terms of house price, 10,000-20,000 yuan/square meter price range is the ideal range for most respondents, accounting for 32%, followed by less than 10,000 yuan/square meter, accounting for 30%, and then 20,000-50,000 yuan/square meter, accounting for 22%. Among them, 20,000-50,000 yuan/square meter was the ideal house price chosen most by respondents in first-tier cities, while respondents in municipalities or provincial capitals (except for first-tier cities) were more receptive to 10,000-20,000 yuan/square meter, and more respondents in other cities considered 10,000 yuan/square meter and below as the ideal house price.
In fact, the house price is higher than the respondents' expectation. 58 Tongcheng and Anjuke released the 2020 "February National Anjuke Index Report", which shows that in February 2020, the online average price of new houses in 67 major cities nationwide was 16,624 yuan/square meter, and the online average price of second-hand houses was 15,503 yuan/square meter, and the online average price of new houses in 4 first-tier cities, including Beijing, was 47,818 yuan/square meter, followed by Shanghai, and then Beijing. The online average price of new housing projects in Beijing among the 4 first-tier cities was 47,818 yuan/square meter, followed by Shanghai with an average price of 47,212 yuan/square meter, Shenzhen reaching 49,874 yuan/square meter, and Guangzhou with an online average price of 30012 yuan/square meter, which is the fourth highest among the first-tier cities.
Next, what other changes will occur in housing prices? Zhang Dawei, chief analyst of Centaline Real Estate, analyzed that the main reason for the apparent improvement in March data is the impact of the epidemic, the market as a whole in February is in a "frozen" state. In addition, in March, the new homes are basically net signatures data release, most of the second-hand housing transactions are also the intention of the epidemic before the transaction, so to determine the market to return to normal levels or even warming up is still too early.
Tongze Research Institute analyst Zhang Hongwei expects that before May and June, the downward trend of housing prices or difficult to appear larger changes. In order to ensure the first half of the performance of real estate enterprises, in May and June or will have further price cuts promotional action. From the performance of the house price index, large and medium-sized city prices do not have the opportunity to rebound, and even some city prices will further expand the rate of decline.
Yang Hongxu, vice president of the E-House Real Estate Research Institute, believes that, at present, the conditions for a full-scale increase in housing prices do not yet exist, and individual cities can not be representative of the country's rising prices.
"The reason the market rebounded but didn't push up prices is that the current transactions are a low-level rebound, and overall the absolute level is still low, and hasn't reached a magnitude that would allow prices to rise significantly." Xu Xiaole, chief analyst at the Shell Research Institute, said the overall supply and demand conflict remains relatively moderate.
Nearly 70% attach importance to the quality of housing
Lots are not so appetizing
What factors are important to consumers when buying a home? In the past to buy a home, location, price is often the most important factor for consumers, the epidemic has affected the trend of such home purchases? The survey shows that the quality of housing, household design has become the most important factor for respondents to buy a home, 69% of respondents listed it as an important consideration when buying a home, accounting for the largest proportion of respondents. This was followed by the surrounding environment and supporting facilities, which accounted for 63% of the total. The third most popular factors were neighborhood property services and in-district amenities, both accounting for 54.79%. And location became the fourth-ranked consideration.
With this epidemic, the entire population is quarantined, and many people are working from home, clearly feeling that there is not enough room space. Both the living space with family members and their own independent office space. The more family members, the stronger the need for independent space. Survey data shows that three-bedroom is the most favored, accounting for up to 48%, followed by two-bedroom, accounting for about 27%, the third most popular type is four-bedroom and above, accounting for 19%, and about 5% favored one-bedroom, which can be found that large units are favored by consumers. At the same time, there are differences in the demand for household types among different respondents. According to the survey data, respondents aged 45 and above have more demand for three-bedroom apartments, accounting for 68%, followed by respondents aged 35-44, accounting for 46%.
This is consistent with the trend of the results of the February National Settlement Index Report previously released by 58 Tongcheng and Anjuke, which showed that, in terms of house type selection, 45.5% of the house-hunting households in February were looking for three-bedroom apartments, which was the most favored by house hunters. In addition, the proportion of two-bedrooms dropped slightly to 30.4%; the proportion of four-bedrooms and above continued to rise to 17.4%. The "Survey on Housing Consumers' Expectations under the Epidemic" jointly sponsored by Shell Research Institute and 90 Degrees Real Estate analyzed the choice of house type in more detail, and the results showed that compared with home buyers, home exchangers are more willing to buy large house types. In terms of choosing a house type, home buyers are more likely to buy a medium-sized house because of their relatively weak financial strength, and a higher proportion of them choose a small house because of their relatively poor expectations. And home exchangers are more likely to choose large house types, accounting for as much as 63.3%.
Homeowner Ms. Zhang, who lives in Guangzhou Yuexiu, said in an interview that the whole family got together during the epidemic to discuss the purchase of a house, and previously felt that Zengcheng, Conghua is too far away, too far, and now the whole family can only squat in the family's old and broken house during the epidemic, and even the windows do not dare to open, and go downstairs to dump the garbage feel less safe. It can be found that after the epidemic, many buyers for living space gradually upgrade the demand for living health requirements continue to rise.
The analysis article of Evergrande Research Institute also pointed out that, as the prevention and control work continues, the long time home isolation makes everyone feel more y about the living experience, and will stimulate the desire of residents to improve the quality of living, leading to seven types of new home purchase demand: first, some of the rental demand is turned to home purchase demand; second, the willingness to buy and hold a second home is elevated; third, the demand for improvement, represented by the large house type, will be further stimulated; fourth, the demand for housing product upgrading is clearer; fifth, low-density products such as houses and villas will receive attention; sixth, the demand for high-quality property services will be raised; and seventh, the properties with good landscaping and a full range of basic facilities such as commercial and medical services in the vicinity will be more popular.
More than 60% concerned about the surrounding environment and supporting
Supermarkets and food markets have become the most necessary supporting
Pre-epidemic, many home buyers when buying a home to consider whether the surrounding large shopping malls, transportation and other supporting facilities, and after the outbreak of the epidemic, the community commercial support situation is widely concerned by owners. As a result, the epidemic has spawned new requirements for home buying, especially for the improvement of the level of public **** services.
In addition to the quality of homes and house design, 63% of respondents are most concerned about the surrounding environment and supporting facilities. Which supporting facilities are more important? According to the survey, supermarkets and vegetable markets have become the most important facilities within one kilometer of the residence, followed by shopping centers, malls, subway stations and bus stops, all accounting for nearly 57%, and more than 40% of the respondents believe that hospitals are necessary supporting facilities. Shell Research Institute, 90 degrees of real estate jointly initiated the "epidemic housing consumer expectations survey" also pointed out that 46.6% of home buyers are relatively more focused on medical support.
During the epidemic, grocery shopping became the number one problem for many people who stayed at home to fight the epidemic, and many of them had the experience of grabbing groceries online during the Spring Festival. According to a research report by China Merchants Securities, 76% of users preferred online grocery shopping during the epidemic, but in fact, online grocery shopping can only cover 46% of users, and offline grocery shopping is still the mainstream, and supermarkets are one of the most important channels. The report shows that the penetration rate of supermarkets, vegetable stores and community fresh food is 64%, 31% and 22% respectively, while the penetration rate of box horse, Dingtong and Jingdong to home is 26%, 19% and 14% respectively, which is far less than that of offline channels. Rice, meat and vegetables are the immediate needs of life, an epidemic more people appreciate the sadness of not being able to buy food, so you can understand why supermarkets and food courts can become the choice of most people.
Who pays more attention to the surrounding environment? According to the data, women are more likely to emphasize the surrounding environment of their homes than men, with 1.5 times as many women as men believing this to be an important factor. Meanwhile, for women, supermarkets/vegetable markets, subway/bus stations and shopping centers/malls are necessary within 1 km of their homes, while for men, supermarkets/vegetable markets, shopping centers/malls and 24-hour convenience stores are necessary within 1 km.
The requirements of people of different age groups for supporting facilities around housing are also inconsistent. The data show that respondents aged 34 and below consider supermarkets/vegetable markets, shopping centers/malls, and subway stations/bus stops to be necessary supporting facilities, but for respondents aged 35-44, in addition to supermarkets and shopping centers, schools are also very important, and for those aged 45 and over, in addition to supermarkets, parks and subway stations are also very important. for 45 and above, besides supermarkets, parks and subway stations/bus stops are important.
Some of the new neighborhoods, but also aware of the future of the community's supporting functions, such as holding a portion of the commercial food market, community clinics, courier station, etc., effectively grafted into the supporting.
More than 50% concerned about property services
Property infrastructure operation and cleaning capacity is valued
After the outbreak of the epidemic, life and health, health and housing, constantly refreshing people's perception of the "ideal good house" and thinking, smart homes, smart neighborhoods, and other real estate technology has brought a lot of convenience, the epidemic highlights the importance of the "ideal good house". Smart housing, smart neighborhoods and other real estate technology have brought people a lot of convenience, and the epidemic has highlighted the importance of health protection. At the same time, in recent years, based on the mobile Internet, AI and other emerging technologies continue to develop, real estate on the smart home is highly concerned about the old and new developments across the country, real estate properties have held up to create a "smart community" slogan, a number of real estate giants are investing in the wisdom of science and technology plate.
As a result, property services have become the most popular factor for consumers to pay for after the quality of housing and surrounding facilities, with 55% of respondents choosing property services as a necessary consideration. Among the respondents, especially those aged 24 and below are most concerned about neighborhood property services, with more than 60% of them taking it as a key factor to consider when purchasing a home. Women care more about property services than men, with 58% of women choosing it, compared to only 50% of men. In terms of regional distribution, respondents in first-tier cities valued property services more than those in provincial capitals and municipalities, with 55% of the former and 50% of the latter.
In terms of specific property services, respondents were most concerned with the operation of property infrastructure and cleaning capabilities, followed by security capabilities. In the wake of the pneumonia epidemic, communities in China have implemented closed management, in which property management practitioners have played a large role, and it has become almost the "norm" for property management staff to work without a break in the Chinese New Year. In addition to the basic epidemic screening, temperature detection, property management personnel in the community closed during the period, but also act as a buyer, deliveryman, courier boy and other multiple roles, before the South + client has reported that during the epidemic, Guangzhou South China Cinnamon Garden property housekeeper Mr. Liu took up the community procurement work, the day before the collection of owners' needs, the next day to go out and purchase and one by one delivered to the owner's door.
In addition to the services of property management personnel, many neighborhoods have introduced high-tech equipment to prevent the epidemic. Midea Real Estate to build AI community, AI face recognition, intelligent senseless pass, garbage overflow recognition and other technologies for community life to build a safety net. Vanke's digital property adjusts the rules for lifting poles of car line equipment through the digital operation platform, and conducts body temperature testing and recording for all fellow travelers. Cinnamon Garden introduced drones for extermination work, spraying over 320,000 square meters of community in just three hours. Wanrui Technology, a subsidiary of Vanke Property, assisted the property owners in accurately screening households of the epidemic area's origin through an intelligent community platform system, and quickly did a good job in counting the travel situation of the target households and notifying them of the scientific prevention of the epidemic.
It can be said that the property not only affects the residents' daily life, but also may affect our life and health in this epidemic. However, the 2020 New Residential Consumption Insight Report released by Shell Housing previously showed that 32.4% of the respondents reflected that there is a poor level of property services in the current living quarters, reflecting the phenomenon of problems not being solved in a timely manner. 44% of the residents are suffering from the poor hygiene conditions of the community, the garbage can not be disposed of in a timely manner of the life of the plague. The community is the most basic line of defense in this epidemic, and only when it is under control in the community can the spread of the epidemic be cut off.
In addition, Yan Yuejin, research director of the E-House Research Institute Think Tank Center, also said that during the epidemic, various property companies have carried out a variety of anti-epidemic actions to do their due diligence. In addition to epidemic prevention, the improvement of property services can also increase customer stickiness, the future of the real estate market will certainly evolve into a market that competes for the stock of customers.
In Yan's view, at this point in time, the merits of the property service by the supervision of all the people, the epidemic is all property companies **** the same test, through this epidemic test, the owners of the value of the property service has a brand new understanding, according to the principle of meritocracy, the "top students" will occupy a large share of this market in the future. The market is a large share of this market.
The Evergrande Institute's analysis also suggests that there is a significant gap between the service levels of different properties in the community epidemic prevention work. Part of the lack of property support for public housing, relocation housing and other old districts, neighborhood committees have limited human and financial resources, only basic access control and epidemic prevention and publicity work, while branded real estate companies have a professional community management team and adequate financial and material support, to develop a standardized epidemic prevention plan, strengthen the management of the workforce and protection, epidemic prevention and publicity, cleaning and elimination, access control and registration, and so on. After this "epidemic", the demand for high-quality property services will be stimulated. Residents will realize that high-quality property services are not only related to the daily living experience, but also closely related to their own health and safety in times of emergency.
Produced by: Southern Industry Intelligence Center
Written by: Zhou Zhongyu, Gao Xiaoping Data collected by: Ge Zhenghan, Zhou Zhongyu
Data analyzed by: Zhou Zhongyu, Gao Xiaoping Graphics by: Chen Yingxin
This issue is a joint effort by the China Real Estate Industry Association (CRIEA) and the China Real Estate Society (CRES).