Why do they understand young people better than you?
What are young people thinking?
Brands around the world want to know.
Nike said: Young people, don’t be too kind to yourself.
Hennessy wants to “let young people fall in love with this cup”.
Cadillac ATS-L said, “We know young people best.”
Sergio Rossi found Gulinazza endorsement in China, because this post-90s star has tens of millions of fans, and it is enough.
The continuous release of luxury goods, automobiles, 3Cs, and fast-moving consumer goods are constantly releasing a signal: “grasp the young.”
01 Young people cannot live well this time
In 2015, the pocket money of post-95 generations reached more than 40 billion U.S. dollars. If you add the part that parents spend for them, the annual consumption is up to 180 billion U.S. dollars (WGSN survey data).
So young people are considered to be an increasingly important market, and even “old names” like Luzhou Laojiao, Liushen, and Big White Rabbit have played vibrato and live broadcast. 5000 bottles of toilet water cocktails were snatched by young people, and 920 white rabbit lip balms were sold out in 2 seconds.
It seems that major brands have tried and tested “let young people spend money”. When Li Ning regained popularity among young people by “national tide”, other brands also flocked. High-end luxury goods such as LV and Burberry, which focus on tonality and higher unit prices, have gone earlier and farther in youthfulness. Burberry set up a social network as early as 2006, and tried online marketing six years ago, keen to cross-border with technology companies such as Apple. LV chose the traffic niche as the spokesperson, moved into Xiaohongshu, and turned around to find tide cards and e-sports games for joint cooperation.
McKinsey’s “2019 China Luxury Report” shows that the younger generation represented by “post-80s” and “post-90s” have contributed 56% and 23% of China’s total luxury consumption, respectively.
Young people seem to be rich and they like to buy and buy.
But when the parents born in the post-90s walked into the 47-square-meter husband’s house they just bought, they were n’t feeling Beijing ’s land and money, but “have spent millions to realize the living conditions. The living quarters. “
In fact, this kind of one-bedroom with a total price of about three million yuan is already the “most conscience” house that young people can find in first-tier cities. The post-90s generation dazzled fast-moving consumer goods. Despite having so much experience of “buy, buy and buy”, when it comes to buying a house, they are not faced with too many choices, but they have no choice.
In the housing issue, the post-90s were defeated by the post-70s for the first time.
02 Where can Beijing’s affordable house go?
A 15-year veteran of real estate said that around 2010There are a large number of low-price, just-needed items in the Beijing property market. Tiangongyuan, Huilongguan, Shunyi, Fangshan, and even Tongzhou have a large number of “10,000 yuan disks.” “Young couples” who have been working in Beijing for about five years, can buy a small two-bedroom apartment with a down payment of 600,000 to 700,000.
However, after the rise in housing prices in 2015 and 2016, the Beijing property market has entered a “loop”. Land prices are getting higher and higher, and house prices have risen accordingly. The total price of a house has also been raised. In the average price of “5 heads”, many projects have entered the era of “6 heads”. The one-bedroom with a total price of 3 million and the two-bedroom with a total price of more than 4 million have only fallen by about 500,000 after using leverage. Developers simply made a large number of 89 square meters of improved “small units”-they are all sold. With a given total building area, they will serve a few customers and increase the project’s tone, which has become a trend.
Even if it is a limited-price house with a limited maximum price, the starting price must be in the range of 3 to 4 million. The market is no longer serving young people.
After 2016, the heat of another market is rising rapidly — long-term rental apartments, brands such as Ziruan and Eggshell are rapidly increasing in the scale of tens of thousands and 100,000 units each year — because there is no first home market Young people who ca n’t afford a house are forced to stay longer in the rental market and share the money with the landlord and second landlord.
Young people pay money and time, and long-term rental apartments have multiplied growth and higher valuation space.
In a long-term rental apartment of a certain brand, a post-90s renter told her that she did not accept the discount on quality of life, that is, the quality of living, and could not afford millions of houses. Because I like a simple, blue-toned house, I rent the place at a glance. At present, the rent is nearly 6,000 yuan per month, which is similar to the monthly supply of a million-level mortgage. However, the difference is that the house rented after 10 years will not be your own.
She doesn’t hesitate to spend money within her ability. Life always needs to be supported by giving, but renting a house cannot be arranged according to your own imagination. You can only wait for it to be old and old, and then change to another place or city.
03 Why should young people buy a house this time?
Beijing has more than 200,000 college graduates each year, and nearly 90% have retained jobs in this city. “One bet, one pay for three”, “outside household registration”, and “freedom to buy a house” that have not yet been realized have not crushed young people who have just graduated.
If everything continues in this way, it may be a solution. Who keeps this session of young people from catching up with the dividends of the times?
But the epidemic has disrupted the optimism and good feelings of many people. A tenant moved in during the quarantine period, and went through the peeling and shirk of the property, the landlord, and the rental platform, so that he truly felt that although he paid the money, he was not the owner.
Facing discrimination, imbalances in security and order in life will undoubtedly increase the sense of wandering. This is luxury andThe problem that higher rents cannot solve makes people have to think seriously about buying a house.
There are not many real estate properties on the market that are just needed for the first time home purchase, and 77% of the owners of the first phase of Jinmao Beijing International Community are buying their first home in their lives. With an extremely low total price of 1.5 million yuan / set, this project has made many young people feel like “I can afford a house in Beijing”. The superb decoration, which far exceeds the quality of second-hand houses, is like a firework that suddenly empties, and illuminates the prospect of “North Drifting into North Youth.”
04 In this new listing, 70% of the houses were bought after 85.
Zhao Wei, general manager of Beijing Jinmao International Community, said that they did not expect young people to have such a strong demand for housing. In the past few years, it seems that all real estates have ignored them-the Jinmao project team once did A survey showed that 70% of post-90s did not think they could afford a house in Beijing.
They found that in this era, big cities were not friendly to young people. If there is not enough way for these young people to stay for a long time, once they form a family and have children, they may choose to leave. This is a kind of group solidification and brain drain. The development of the city starts on the basis of tolerance.
Beijing International Community’s trading team decided to get to know this group first, instead of doing luxury home projects as before: design the house and find someone who can afford them.
The first is gesture. Young people prefer an equal dialogue approach rather than one-way promotion. They have their own opinions and opinions, prefer to get enough information, see good and see bad, and then measure whether it is suitable for them or not enough. If the project cannot come up with an equal dialogue attitude, they will not even want to learn more. In fact, this year’s young people paid more attention to the identification of values, rather than measuring everything on the basis of benefits. This means that even for real estate projects, they need to give sufficient and authentic project information before they look at the market, including not only transportation, apartment types, supporting facilities, prices, but also decoration style, post-operation management, corporate brand and Project concept.
A 15-year veteran of real estate said that around 2010There are a large number of low-price, just-needed items in the Beijing property market. Tiangongyuan, Huilongguan, Shunyi, Fangshan, and even Tongzhou have a large number of “10,000 yuan disks.” “Young couples” who have been working in Beijing for about five years, can buy a small two-bedroom apartment with a down payment of 600,000 to 700,000.
However, after the rise in housing prices in 2015 and 2016, the Beijing property market has entered a “loop”. Land prices are getting higher and higher, and house prices have risen accordingly. The total price of a house has also been raised. In the average price of “5 heads”, many projects have entered the era of “6 heads”. The one-bedroom with a total price of 3 million and the two-bedroom with a total price of more than 4 million have only fallen by about 500,000 after using leverage. Developers simply made a large number of 89 square meters of improved “small units”-they are all sold. With a given total building area, they will serve a few customers and increase the project’s tone, which has become a trend.
Even if it is a limited-price house with a limited maximum price, the starting price must be in the range of 3 to 4 million. The market is no longer serving young people.
After 2016, the heat of another market is rising rapidly — long-term rental apartments, brands such as Ziruan and Eggshell are rapidly increasing in the scale of tens of thousands and 100,000 units each year — because there is no first home market Young people who ca n’t afford a house are forced to stay longer in the rental market and share the money with the landlord and second landlord.
Young people pay money and time, and long-term rental apartments have multiplied growth and higher valuation space.
In a long-term rental apartment of a certain brand, a post-90s renter told her that she did not accept the discount on quality of life, that is, the quality of living, and could not afford millions of houses. Because I like a simple, blue-toned house, I rent the place at a glance. At present, the rent is nearly 6,000 yuan per month, which is similar to the monthly supply of a million-level mortgage. However, the difference is that the house rented after 10 years will not be your own.
She doesn’t hesitate to spend money within her ability. Life always needs to be supported by giving, but renting a house cannot be arranged according to your own imagination. You can only wait for it to be old and old, and then change to another place or city.
03 Why should young people buy a house this time?
Beijing has more than 200,000 college graduates each year, and nearly 90% have retained jobs in this city. “One bet, one pay for three”, “outside household registration”, and “freedom to buy a house” that have not yet been realized have not crushed young people who have just graduated.
If everything continues in this way, it may be a solution. Who keeps this session of young people from catching up with the dividends of the times?
But the epidemic has disrupted the optimism and good feelings of many people. A tenant moved in during the quarantine period, and went through the peeling and shirk of the property, the landlord, and the rental platform, so that he truly felt that although he paid the money, he was not the owner.
Facing discrimination, imbalances in security and order in life will undoubtedly increase the sense of wandering. This is luxury andThe problem that higher rents cannot solve makes people have to think seriously about buying a house.
There are not many real estate properties on the market that are just needed for the first time home purchase, and 77% of the owners of the first phase of Jinmao Beijing International Community are buying their first home in their lives. With an extremely low total price of 1.5 million yuan / set, this project has made many young people feel like “I can afford a house in Beijing”. The superb decoration, which far exceeds the quality of second-hand houses, is like a firework that suddenly empties, and illuminates the prospect of “North Drifting into North Youth.”
04 In this new listing, 70% of the houses were bought after 85.
Zhao Wei, general manager of Beijing Jinmao International Community, said that they did not expect young people to have such a strong demand for housing. In the past few years, it seems that all real estates have ignored them-the Jinmao project team once did A survey showed that 70% of post-90s did not think they could afford a house in Beijing.
They found that in this era, big cities were not friendly to young people. If there is not enough way for these young people to stay for a long time, once they form a family and have children, they may choose to leave. This is a kind of group solidification and brain drain. The development of the city starts on the basis of tolerance.
Beijing International Community’s trading team decided to get to know this group first, instead of doing luxury home projects as before: design the house and find someone who can afford them.
The first is gesture. Young people prefer an equal dialogue approach rather than one-way promotion. They have their own opinions and opinions, prefer to get enough information, see good and see bad, and then measure whether it is suitable for them or not enough. If the project cannot come up with an equal dialogue attitude, they will not even want to learn more. In fact, this year’s young people paid more attention to the identification of values, rather than measuring everything on the basis of benefits. This means that even for real estate projects, they need to give sufficient and authentic project information before they look at the market, including not only transportation, apartment types, supporting facilities, prices, but also decoration style, post-operation management, corporate brand and Project concept.
Zhao Wei, general manager of Beijing Jinmao International Community, said that they did not expect young people to have such a strong demand for housing. In the past few years, it seems that all real estates have ignored them-the Jinmao project team once did A survey showed that 70% of post-90s did not think they could afford a house in Beijing.
They found that in this era, big cities were not friendly to young people. If there is not enough way for these young people to stay for a long time, once they form a family and have children, they may choose to leave. This is a kind of group solidification and brain drain. The development of the city starts on the basis of tolerance.
Beijing International Community’s trading team decided to get to know this group first, instead of doing luxury home projects as before: design the house and find someone who can afford them.
The first is gesture. Young people prefer an equal dialogue approach rather than one-way promotion. They have their own opinions and opinions, prefer to get enough information, see good and see bad, and then measure whether it is suitable for them or not enough. If the project cannot come up with an equal dialogue attitude, they will not even want to learn more. In fact, this year’s young people paid more attention to the identification of values, rather than measuring everything on the basis of benefits. This means that even for real estate projects, they need to give sufficient and authentic project information before they look at the market, including not only transportation, apartment types, supporting facilities, prices, but also decoration style, post-operation management, corporate brand and Project concept.