days ago, Shanghai E-House Real Estate Research Institute released the results of the 2022 real estate company brand value evaluation. China Overseas , Vanke and Poly ranked in the top three brand values, among which China Overseas ranks 80.7 billion yuan, while Country Garden , ranked third in 2021, dropped to fifth place this time. The report said that the top 50 brand real estate companies that entered the evaluation rankings in 2022 have increased their awareness, but their reputation and loyalty have declined to varying degrees.
However, it is more important to note that home buyers are willing to pay premium for real estate brands. The survey results show that for brand real estate companies, the acceptable brand premium space for consumers is also consistent with the brand competitiveness of real estate companies, and most consumers are willing to pay a premium for real estate companies with good brands. Consumers who are willing to pay a premium of 0-10% account for the highest proportion, reaching 47.34%, a slight increase from the previous year. However, the proportion of consumers in the 20-30% premium and 10-20% premium levels has decreased compared with last year. Overall, it shows that consumers' willingness to consume is more rational. The
report shows that among the factors that affect consumers' home purchase decisions, the most important factor is housing delivery guarantee, followed by property services, community environment and project quality, accounting for 89.59%, 84.37%, 73.54%, and 51.23% respectively. The credit status of real estate companies has also had a significant impact on consumers' home purchase decisions. When faced with the question of whether developers have risks to affect their home purchase decisions, 85.78% of respondents chose "very impact", while the proportion of "no impact" and "not very impact" was only 1.23% and 3.02%.
report believes that as my country's economic development enters the high-quality development stage, competition in the real estate industry is becoming increasingly fierce, and the overall progress towards intensive development. Strengthening brand strategies, improving brand system construction, and comprehensively enhancing brand competitiveness have become important contents of corporate development. At this stage, delivery power has become a key proof for real estate companies to actively assume social responsibilities, demonstrate corporate strength, and establish brand image. In the context of "guaranteeing delivery and guaranteeing delivery", whether real estate companies can complete project delivery in advance or on time, with quality and quantity directly affects the company's brand image.
[Reporter] Ge Zhenghan
[Author] Ge Zhenghan
[Source] Southern Media Group Southern + Client
