＂Observation Report on Residential Consumption Trend in 2023＂ was released： Understanding the future of residential industry and promoting the healthy development of residential consumption.
Beijing, May 19 (Xinhua)-Housing is the key to people’s livelihood. Promoting the healthy development of residential consumption and meeting residents’ reasonable demand for self-occupation are the realistic needs of people’s yearning for a better life and an important part of the strategy of expanding domestic demand.
On May 15th, I love my family and People’s Network jointly released the Observation Report on Residential Consumption Trends in 2023 (hereinafter referred to as the Report), which comprehensively presents the characteristics and changing trends of residential consumption from the macro situation, industry development status, residential consumption market trends and market supply prospects.
The report has a profound insight into the new development trend of residential consumption market, and discusses the difficulties, pains and solutions of residential consumption, which will help promote the healthy development of residential consumption.
(Schematic diagram of the "Observation Report on Residential Consumption Trends in 2023", courtesy of the enterprise, issued by Yangguang. com)
As a leading enterprise in the residential service industry, I love my family and give full play to the advantages of the platform, using the rich data assets accumulated over the years and combining the first-line insights to provide cutting-edge insight and thinking for the development direction of the industry.
Based on a large number of online and offline research results, the report analyzes the characteristics of housing consumption trends from the perspectives of policy sorting, current situation analysis and service supply prospect in the residential consumption market. From the new trend of residential consumption market, the diversification and individualization of residential demand, the stage of economic and social development, the level of urbanization and the change of population structure will profoundly affect the structure of housing demand and residential consumption market; Digital and intelligent consumption experience, comfortable and convenient community functions have also made "living quality" and "age-friendly" gradually become a consensus.
Looking forward to the service supply in the residential consumer market, the report believes that "high quality" will become the main direction of optimization and upgrading of the supply side around the demand that consumers are more looking forward to livability, and the industry standards of residential services will be further improved under this impetus, which will help improve the residential consumption experience of consumers. Behind the two-way trip with People’s Daily Online "authority, strength and people’s origin", I love my family and hope that on this basis, we can further enhance the standardization of the industry, broaden the overall track of the industry, optimize the industrial ecology, and make suggestions for the healthy and stable development of the industry.
Planning before moving and analyzing the development trend of residential consumption also means holding the key to the future. Residential service enterprises, represented by I love my family, actively build a service "honesty" system, use "intelligence-driven" technology to enhance consumer service experience, participate in community co-construction and governance, and facilitate people’s lives. In the future, residential service enterprises will continue to provide inexhaustible power to help release consumption potential and promote the long-term development of residential consumption.
The housing demand is diversified and personalized, and the long-term rental model is expected.
The real estate industry is the pillar industry of the national economy, with a long chain and wide coverage, which plays an important role in steady growth.
According to the report, from the development status of the real estate industry, it will present three characteristics: First, the macro-economy and consumer market are picking up, and the real estate industry is bottoming out; Second, the demand for rigid and improved housing in buying houses is mostly, and the demand for "medium-sized apartments" in renting houses is rising, and the customer base is still dominated by young people; Third, the number of affordable rental housing is increasing, and "rental and purchase simultaneously" is helpful to meet the needs of the masses.
Consistent with the report, in recent years, "both rent and purchase" is becoming an important feature of the housing supply system and an important way to promote a virtuous cycle of housing consumption.
The report affirmed the insight of the relevant person in charge of Xiangyu into the leasing industry, that is, under the pattern of "rent and purchase simultaneously", the housing leasing industry is an indispensable force to protect people’s livelihood, and related enterprises play an important role in revitalizing the supply stock and ensuring the living experience.
At the same time, China’s housing rental market is also moving towards quality transition.
The consensus of the industry is that long-term rental is an important way to realize the quality of rental life, and it is also an important part of popularizing rental lifestyle and implementing the national policy of paying equal attention to rental and sales.
As a result, the report pointed out that the long-term rental market may usher in a high-quality development stage. From the "standardized development" in 2021 to the "accelerated development" in 2022 to the increase of long-term rental housing construction in 2023, long-term rental housing has gradually become an important way to alleviate the housing problems of new citizens and young people in big cities.
In the enterprise matrix to meet the diversified and quality rental needs of tenants, I love my family’s Xiangyu has been in the leading position in the industry.
According to the data, by the end of 2022, the number of houses under management in Xiangyu reached 254,000, with an average of 9.4 days, and the average occupancy rate was 94.1%, providing diversified products and services for the rental group.
The report makes it clear that long-term rental apartments, on the one hand, meet the individual needs of renters in terms of rental safety, quality and differentiated services, and are attractive to young people who pursue high-quality life and efficient occupancy; On the other hand, in view of the changing consumption habits and life concepts, Xiangyu and other long-term rental apartments have customized a variety of entrustment, decoration, rental, housekeeping services and home products for owners and tenants, and launched a number of product systems. In different channel layouts of whole rent, shared rent, quality apartment and blue-collar apartment, the benign development of long-term rental projects is more predictable.
Consumer experience is digital and intelligent, and digital ability becomes the most important thing.
Digital sturm und drang has changed people’s lives in all aspects. The residential industry is no exception, and digitalization has effectively promoted the market to enter a high-quality growth stage dominated by service experience.
In order to adapt to the changes, residential transaction services and leasing operations need to adapt to the characteristics of consumer demand, and make corresponding business model and operation model changes.
The report accurately pointed out that the online consumption pattern has been integrated into daily life, and the consumption habits of many consumers have gradually shifted from offline entities to online platforms, which has also promoted real estate brokerage enterprises to develop and improve online service models, reduced the time and travel costs of both parties to the transaction, and improved the purchase experience and efficiency of consumers.
In recent years, VR online house viewing has greatly facilitated consumers and reduced their time and energy costs.
According to the analysis of the report, the layout of VR house viewing is a strategic measure of the same frequency resonance in the residential service industry. Among them, I love my family and have made outstanding achievements. According to the data, by the end of 2022, I love my family’s VR listings with a cumulative shooting volume of 1.54 million sets. At present, I love my family’s VR house-viewing efficiency to achieve a new breakthrough. Consumers can experience different styles of decoration effects online, and more efficiently assist the decision-making of house purchase, further improving the broker’s working efficiency and the user’s experience of finding a house.
The security of online transactions is also a concern of consumers, and various companies have made many explorations for this. For example, in the real estate transaction, I love my family to realize the automatic identification and entry of housing power of attorney and the intelligent audit of transaction risk control, which not only improves the transaction efficiency, but also strengthens the precise control of risks.
As a pioneer in the industry, I love my family’s views on digital transformation, which largely reveals the strategic direction of digital transformation in the residential service industry.
I love Xie Yong, the chairman and president of my family group, who has repeatedly stated that I love my family to actively promote the integration of digital technology and real estate brokerage industry, grasp the direction of digitalization, networking and intelligence, use digitalization to transform traditional real estate brokers in all directions and in the whole chain, improve the total factor productivity, give full play to the amplification, superposition and multiplication of digital technology on the whole chain of real estate brokers, enhance the competitiveness of key links in the industrial chain, and accelerate the iteration of products and services.
In practice, the digitalization of residential service industry lies not only in hardware facilities, but also in empowering talents. Among them, the measure of "I love my family" is also worth learning.
It is understood that I love my family’s talent training system, which has formed a digital product based on employees’ career development-Star Platform, which can rely on Star System to carry out comprehensive training and online integral system to guide brokers’ positive behavior, and promote the digital talent training mechanism of the whole enterprise to enter an agile virtuous circle.
Now, I love my family, and its digital strategy has entered the era of real estate big model. On May 15th, I love my family and the fourth paradigm, a leading artificial intelligence company in China, combined the high-quality data such as knowledge base, operation rules and communication skills that have been established for 23 years with the decision-making brain of independent learning to create the first real estate broker big model with unexpected semantic understanding ability in the industry.
This model focuses on many scenarios such as broker screening, training, homework, etc. Through the massive data of I love my family, the large model is saturated and trained, and there are real closed-loop scenarios and user feedback, so that more vertical data can be obtained, which makes the reasoning ability of the real estate broker’s large model emerge at a lower cost, and it is expected to achieve full empowerment in career cycle, a broker.
Community functions are comfortable and convenient, and the "last mile" hides the deciding game.
In the new era, the connotation and boundary of people’s housing needs are undergoing profound changes, not only to solve the housing problem, but also to explore how to improve the quality of life. The report believes that the quality of the current residential consumer market depends not only on the house itself, but also on supporting facilities, property services and neighborhood relations.
As a real estate residential service enterprise with close contact with residents’ houses and communities, it has gradually begun to explore providing more services for community residents from the aspects of convenience service, community co-construction and community public welfare.
Taking I love my family as an example, we have continuously upgraded various convenience service measures, launched a warm-hearted inn in the store, set up a volunteer service team, and built a science popularization garden and a real estate law popularization base for teenagers and the elderly. Let the convenience service be closer to life and more dynamic.
On the whole, I love my family by actively participating in community co-construction and co-governance, expanding convenience service scenarios, and exploring the path of community-based offline stores, and I am turning the stores into life interaction places that provide residents with online and offline integrated service models.
According to the industry view, the community is the "last mile" for the military strategists to compete for. The community connects the broadest consumer groups, and it also implies more business opportunities. Deepening the community and opening up the community can also lay the best consumption foundation for more business models in the future.
From a higher perspective, the investment in community service actually reflects the upgrading of the concept of residential service enterprises. From the concern for transactions to the concern for services, it is the victory of the service concept and the evolution of the industry ecology.
It is worthy of the whole industry’s reference that I love my family and position my background color as "warm, sincere, practical, people-oriented, paying attention to companionship and service, and providing personalized solutions", and put forward the service concept of "treating guests as yourself" and defined the brand proposition of "living in every kind of life".
This concept is the driving force needed by the residential service industry, and will also lead the future reform direction of the industry.
Long-term doctrine urges a virtuous circle.
Looking forward to the service supply prospect of residential consumer market, the report points out that in the future, industry standards will be more perfect, enterprise services will be more professional, and customers’ expectations for livability will continue to increase.
At present, under the policy requirements and enterprise efforts, standardized management has become an industry trend. Representative enterprises in the industry explore a better model in improving industry standards.
Among them, I love my family’s promotion of real estate brokerage service standards, which deserves special attention. Last year, I loved my family and launched the service "sincerity" promise system in an all-round way, starting from three aspects that consumers care about: information consultation, service experience and rights protection, requiring brokers to "tell the truth", "do it in advance" and "take the initiative to compensate", that is, requiring brokers to objectively introduce real houses, abide by the principle of price transparency, and ensure the safety of customers’ funds through bank depository; Require brokers to think first, run first and do first, and promise to seal up before signing, house screening and property arrears can be paid in advance; Refund the commission for consumers who fail to make a deal, refund the commission for consumers who change the lease, and exempt the commission for consumers who renew the lease. If the broker calculates the tax and fee incorrectly, it will compensate the consumer for the difference.
By comparing the industry-wide formats, the report believes that I love the upgrade of service standards led by my family and changed the industry practice of "passive loss protection".
The report predicts that the industry standards will be further improved in the future. With the development of digitalization, the authenticity of housing will continue to improve, and the experience of all aspects of residential consumption will be better. Authenticity, convenience and standardization will become the main development direction.
China’s residential consumption market is moving towards a new century from the initial stage of earning poor information, to the standardization stage of providing transaction services, and then to the innovation stage of actively providing personalized services.
The residential service enterprises represented by I love my family have never stopped iterating and innovating for many years, from real estate transaction intermediaries to happy life service providers to diversified life helpers. In particular, I love my family, uphold the concept of long-term, and serve millions of customers wholeheartedly since its establishment 23 years ago. I have not only integrated into the wave of national economic development, but also actively integrated into urban development, community governance and the lives of thousands of customers in Qian Qian.
"High quality will become the main direction of supply-side optimization and improvement." At the end of the report, it is concluded that residential service enterprises will further grasp the psychology of customers, promote the upgrading of services, improve quality and efficiency, continuously improve the residential consumption experience and promote the healthy development of the residential industry.
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