Wouldn’t it be better to change the product and just change the form of sale?
Editor’s note: This article is from the WeChat public account: Front News (ID: fengmiannews) author: Liu Ting, authorized reprint
A large-scale “self-isolation” campaign has provoked unprecedented deep thinking about living space.
Facing the epidemic, a family of children was forced to condense in a space. The investment points in bold and bold letters on the upper floor are no longer important, and the requirements for independent space, disinfection checkpoints, ventilation and lighting are ahead.
The need for safe and clean sanctuaries has replaced plans to seek riches through real estate.
The elements that were neglected in the past have become the most cherished existence in special times. The community business within walking distance has risen outside the epidemic. The community gardens and fitness places that may have been inadvertently amused before have become rare gardens.
Under the epidemic, the functional appeal of the house has returned to the most primitive source, and the health and beauty of life no longer require the grandiose words of gorgeous building books.
Community business rises outside the epidemic
People who rush to order at APP such as Hema Fresh, Daily Fresh, Jingdong Daojia, etc., hurriedly select the ingredients needed for the next day, and place the order quickly. The movement rate within three minutes determines the food supply of a family.
During the special period of the outbreak, online commerce entered millions of households through mobile clients. “Jingdong Daojia” data shows that from New Year’s Eve to New Year’s Day, the turnover of the entire platform increased by about 374% year-on-year, of which the turnover of grain, oil and non-staple food products increased by 736.4%, meat increased by 711.11%, vegetables increased by 441.1%, and fruit increased. 378.8%.
The booming “house economy” is closely related to the development of the epidemic.
For the sake of epidemic control, major provinces and cities have successively promulgated the detailed rules for closed community management, and residents must enter and exit with vouchers. Most people’s daily routines have changed from “going out” to “squatting at home”, and online purchase of daily necessities has become the only connection channel with the outside world.
“Summer vacation relies on air conditioning to survive, and winter vacation relies on Hema.” Weibo netizen who claims to be a qualified social animal, @tirety sauce biscuits, has recently realized the joy of community business.
At the end of August 2016, weary bought a small three-bedroom apartment in Huadu District, Guangzhou. In her words, her needs for buying a house are “more steel than steel (steel)”, and the specific requirements are close to her parents, sufficient space and convenient life.
At that time, there were stores such as China Resources Vanguard, Carrefour, and Aunt Qian in the neighborhood. It was only a small bonus for buying a house, but after this epidemic, she understood the importance of community business. “The option of “spare tires” is turning positive, and a convenient commercial superstore that can be reached on foot in a special period will be an indispensable factor.
Following the investment outlet, Sun Lin bought Shenzhen Qianhai, and the epidemic situation also refreshed her understanding of supporting facilities.
In the middle of 2018, she bought a small three-bedroom house for a total price of about 6 million in the concept of “Qianhai Free Trade Zone” and “Shenzhen-Hong Kong Cooperation Zone”. Now more than a year has passed, and the concept of Qianhai is still there, but the speed of supporting construction has not kept up. Large commercial facilities are vacant, and public transportation is still under construction, and the area will become an “empty city” at night.
Since the outbreak, Sun Lin’s greatest pleasure every day is to go to the aunt Qian Qian downstairs to buy food before 8 am. For her, the theory that the lot was regarded as Guiyu in the past when buying a house said that the theory of “the subway is ringing and the gold is two thousand” is not so important in the face of the epidemic. “I knew what I really needed when I closed my door and lived.”
Dabai, a senior investor in Shenzhen, believes that in the past, commercial facilities in the community were often underestimated by home buyers. In fact, commercial space has already fulfilled most of life needs, and commercial complexes are an important part of life. As the pace of life becomes faster and faster, and there are fewer family members, the role of business will gradually increase.
Low-density war “epidemic”
The subtle changes in the mentality of home buyers, Li Chuangming captured keenly, this scene is like the SARS period 17 years ago.
Li Chuangming is a director of a Shenzhen intermediary company. He moved from the catering industry to the real estate industry at the end of 2001. What impressed him most was the marketing battle that year.
In the first quarter of 2003, developers fought a price war in order to ship as quickly as possible. The most typical case was the launch of a 20% discount for Best Star Properties, which triggered a wave of price cuts in the property market. Since then, activities such as exempting from paying property fees, sending huge gift vouchers for home appliances, and sending private parking spaces have been launched.
Speaking of the impact of SARS on home buyers’ index of housing selection, Li Chuangming believes that SARS has accelerated the market’s elimination of towers to a certain extent and accelerated the rise of slabs.
Due to multiple staircases and high plot ratio, some towers have poor lighting and ventilation. When the epidemic came, the short board of the tower was exposed.
Taking Hong Kong’s famous “Drug Tower” Amoy Gardens as an example, the district is a high-density district consisting of 19 towers. During the SARS period in 2003, a total of 331 patients were infected with SARS and 42 died. They are the world’s most famous SARS-affected areas.
Post-mortem academic research shows that the virus is transmitted through aerosols between buildings, and high-density communities with patios have become the hardest hit areas.
“After the outbreak, Shenzhen customers will pay more attention to home conditions when viewing a house, and will pay more attention to ventilation and lighting.” Li Chuangming said that Shenzhen’s towers were generally built from the 1990s to 2003. After SARS, the market chose boards with strong ventilation and lighting and few residents on each floor. “Now the tower is obsoleteExcept for apartment products, few customers will choose towers. “
Ling Chuangming regrets that Shenzhen customers have only paid more attention to the public health aspects of the community for more than half a year. Since then, Shenzhen’s housing prices have continued to rise. Stimulated by the market, they have once again entered the strange circle of home buyers pursuing a high housing rate and developers pursuing a high plot ratio, and the housing security of the house has been marginalized.
After 17 years, when the epidemic invades again, will the scales tilt again?
Li Chuangming believes that before, buyers had a poor awareness of the risk of prevention and control of living conditions, and just took advantage of the epidemic to make up for lessons. After this epidemic, buyers will pay more attention to property management, plot ratio and ventilation and lighting conditions.
New customer demands force the industry to change.
A person in charge of the marketing center of Shenzhen central enterprise told Front News that after the epidemic, the sales rhetoric of the project increased a lot of narratives about the epidemic and will also be based on the needs of subsequent buyers, such as low density, low floors, and daylighting. Ventilation, quality community, etc., guide buyers from the perspective of epidemic prevention.
Chen Jinsong, chairman of the World Bank, believes that during the epidemic, there was a serious shortage of resources such as public services, schools and medical care. In the future, the weight of “matching” coefficients will be greatly increased. In addition, the pain points of high-rise residences are fully exposed, and elevators, distribution, launching, centralized air conditioning and ventilation will be reordered. When the consumer’s choice weight changes, the development enterprise must think about, not changing the product, but only changing the sales form, can it really promote the transaction?
“More worthwhile” features
Netizens at a new height are thinking about living spaces that are truly suitable for them. In the past, additional items in buying a house have become mandatory, and buyers’ housing selection indicators are being reshuffled.
In this magical Spring Festival, the discussion on the function setting of community public space has reached an unprecedented height. After this epidemic, more people are aware of the importance of health, and health-related housing indicators will all score points.
When you can’t go out for exercise, the garden plays the role of green lung in the community. Most of the sports in the community fitness place appear in the check-in flag of the residents after the epidemic.
A green and healthy community means a higher safety factor and better living quality for landlords and tenants. It is foreseeable that gardens and fitness places will become necessary facilities for community public space after the epidemic.
The Shell Research Institute believes that if SARS triggers the first change in residential consumption preferences, that is, a well-ventilated slab becomes an important standard for a good community, then the new crown may trigger a second change in residential consumption preferences, that is, “Community” shifted from the completeness of hardware facilities to soft community services. Its launch of a willingness to pay for home buyers shows that after the epidemic, 40.7% of consumers are willing to pay for a more elegant and comfortable natural environment.
Regardless of public domain or private domain, the multi-functional demand for space will returnThe sight of more buyers. In the past, the independent working space, which appeared only in large-sized products, became an integral part of the house’s function in this epidemic.
Affected by the epidemic, the resumption time of most companies has been repeatedly delayed. The online office resumption model has carried the banner of economic production in special times.
The new way of working brings efficiency challenges.
A survey of Weibo netizens ’home office shows that the three obstacles to working from home during the epidemic are: family and children requesting companionship (59%), inability to work attentively (43%), and children, family or pets Interfering with work (39%).
Having a separate home office space has never been more important.
Weibo netizen @ 飞 哥 找 房 said that during the epidemic, everyone was working at home, and many people did not have a suitable working scene at home. Some people type on the bed, others on the sofa, fiddling with notebooks and various documents, which is very inconvenient. And some companies require video conferencing, and the unsuitable environment in the home is forced to be displayed, which really affects the perception. Therefore, it is important to have a study.
Under the epidemic, people have rebuilt their understanding of space and function. For example, in order to reduce the “coefficient of friction” of the family, we favor more detailed functional divisions to improve housing; multi-functional integration of living room, dining room, and study; and more stringent requirements for high-frequency use of kitchen and dining space; The advantages and disadvantages of technology functions related to daily life such as drainage will be highly valued; the abandoned low floors will be favored again because they do not need to take an elevator to avoid being exposed to confined spaces …
Because of a home security battle, the details of life are magnified infinitely. There is a simpler answer to how a house is worth it.
(Respondent ’s pseudonym)