At present, China has generally bid farewell to the housing shortage, and consumers with more choices begin to play a leading role in housing consumption. People are the main body of consumption. The change of people’s demand has brought new development opportunities to China’s housing consumption. 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, moved and differentiated into economically developed regions and metropolitan cities. These new demographic changes have promoted the upgrading of housing consumption in many aspects: for example, The population has changed from “quantitative change” to “qualitative change” to improve the level of residents’ consumption demand. Existing studies have shown that there is a positive relationship between education level and income and consumption level, that is, the higher the education level and income, the higher the level of pursuing consumption demand; Changes in age and gender structure give birth to diversified housing consumption demand. Changes in the age level of generation Z, the new middle class, three children and the elderly… Will have an impact on consumption demand through the effect of age structure; The trend of population mobility is more obvious, the scale of floating population is further expanded, and there is potential for new citizens in big cities and metropolitan areas to rent and buy houses
These trend changes in population fundamentals are reflected in the field of residential consumption, and show corresponding characteristic changes in customer group characteristics, real estate preference, consumption structure and consumption motivation. For example, the trend of urban differentiation of housing consumption, the concentration of population to head cities, the effect of urban agglomeration is more obvious, and the urban gap is further widened; The percentage of female home buyers is also increasing year by year, especially in the first tier cities; Consumers began to upgrade from “home ownership” to “home ownership priority”
This report is mainly elaborated from four aspects. The first part is the analysis of consumption trend characteristics. This part mainly introduces the current macro consumption market situation and the impact of population structure on consumption trend. The second part is the development picture of housing consumption service demand. Under the upgrading of housing consumption, the value of services is gradually reflected. Consumers no longer only pursue transactions in the consumption process, but also pay more attention to the consumption experience. Consumers have higher requirements for trust, professionalism and experience of consumption services. The value of housing consumption service is to provide security, efficiency and experience for consumers. The third part is the analysis of residential consumption portrait and behavior. This part mainly introduces the customer group characteristics and consumption behavior characteristics in the field of residential consumption. The fourth part is the prospect of residential consumption trend in 2022. This part mainly expounds from the aspects of urban differentiation, customer group trend, improvement trend and consumption expectation.
