2021 annual report on consumption trend of residential customers From Shell Research Institute

The following is the 2021 annual report on consumption trend of residential customers From Shell Research Institute recommended by recordtrend.com. And this article belongs to the classification: Life data, research report.

Based on the research on the new changes of China’s population characteristics, the shell Research Institute recently released the annual report on the consumption trend of residential customers in 2021, which explains the new changes of China’s housing consumption trend from four aspects: the characteristics of consumption trend, the development picture of housing consumption service demand, the analysis of housing consumption portrait and behavior, and the prospect of housing consumption trend in 2022.

According to the data of the seventh national census in 2020, China’s population growth rate has declined but the quality has improved, the gender structure has improved but the average household size has decreased, the coexistence of children and aging, and the population has further clustered into economically developed regions and metropolitan cities.

From the perspective of population structure, under the background of “aging and young children”, on the one hand, the silver consumption market has great potential, and many developers have preempted the layout of pension real estate, including apartments for the elderly and pension communities; On the other hand, the new generation of people with the “post-85s and post-90s” as the main body is rapidly replacing the “Post-70s and post-80s” as the main group in the housing consumption market.

According to the annual report on the consumption trend of residential customers in 2021, as the new youth (aged 31-36) are in the age group of “starting a family and starting a business”, the proportion of home ownership of this group continues to rise. Taking shell as an example, the proportion of home ownership of new youth has reached 60% in 2020.

Although the new youth have become the main force of consumption, as more floating population gather in the first and second tier cities, the house purchase cost in the first and second tier cities continues to rise, and the average home purchase age is higher than that in other cities. According to the annual report on consumption trend of residential customers in 2021, from January to October 2021, the average age of house purchase in first tier cities was about 36.9 years old, 2.7 years higher than that in new first tier cities and 2.1 years higher than that in second tier cities.

At the same time, the first tier cities have entered the stock housing market. The transactions of just in need groups are mainly second-hand housing transactions, while most new houses are replacement groups. Therefore, the average age of buying new houses in first tier cities is higher than that of second-hand houses. From the perspective of urban distribution, among the 35 sample cities, the cities with high average age of real estate include Zhuhai, Beijing, Shanghai, Shenzhen and Tianjin, and the cities in Dawan District represented by Shenzhen, Zhuhai and Dongguan are generally high.

According to the data of the seventh national census in 2020, China’s male population is 723.34 million, accounting for 51.24%; The female population is 688.44 million, accounting for 48.76%. There are 34.9 million more men than women in China. There are 33.98 million more men than women. Under the influence of multiple factors such as the increase in the proportion of highly educated women, the influence of the one-child policy and the change of traditional marriage ideas, women’s voice in family life and social work has gradually increased, and “her economy” has come.

In the field of housing, the proportion of female home buyers is also increasing year by year. Shell Research Institute has counted 35 sample cities. The growth rate of female home buyers in first tier cities is relatively obvious, reaching 48.79% in 2021. The new first tier and second tier cities also show different degrees of growth compared with 2019.

On the whole, there is an age difference between cities in “her needs” in 2021. The “her needs” in first tier cities are mainly supported by young women aged 30-39, and the proportion of female customers under 30 is less than 30%; Although the “post-80s” women are still the main force in the “other needs” of the new first tier cities, the demand for house purchase of women under the age of 30 is significantly stronger.

After more than 20 years of rapid development of the real estate industry, the housing level of residents has significantly improved, the overall shortage of housing has ended, consumers have begun to upgrade from “home ownership” to “home ownership”, the contradiction between people’s demand for housing properties has been alleviated, and the functional positioning of housing has been continuously improved and changed.

According to the research of 2021 annual report on consumption trend of residential customers, at present, two bedroom is still the mainstream transaction house type, but from the trend, the transaction proportion of three bedroom and above shows a significant growth trend. In 2021, 36.66% of the customers in 35 sample cities nationwide purchased products of Sanju and above, with a year-on-year increase of 0.5 percentage points and an increase of 3.67 percentage points compared with 2017. Among them, in 2021, the new first tier cities accounted for 40.52% of the customers who purchased products of three dwellings and above, 15.12 percentage points higher than the first tier cities, which also means that the demand for improved housing continues to release and consumers live more spacious in space.

In addition, consumption upgrading and quality living have become new rigid needs. People are not only satisfied with the living attributes of houses, but also put forward higher requirements for living environment, house quality, community supporting facilities and many other aspects. Taking the age of buildings as an example, in 2020, 46.5% of the customers in key cities who purchased buildings within 10 years accounted for, an increase of 15.7 percentage points over 2017. In addition, the supporting facilities and property services of the community have also been improved to varying degrees.

The shell Research Institute predicts that with the disappearance of the demographic dividend, the first home purchase demand from population growth and population migration weakens, and the main contradiction of housing consumption has entered the level of quality demand from the past housing shortage. In the future, the upgrading and improvement of housing quality will drive the upgrading and development of the real estate value chain and industrial chain.

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