Survey on home ownership: over 50% have the intention to buy a house, and nearly 70% value the quality of living.

The COVID-19 epidemic has disrupted people's life rhythm and made people have a deeper understanding of "housing". After experiencing the epidemic, how will the house price go? What will happen to people's home ownership plans? A few days ago, Nanfang Daily and Nanfang+Client * * * jointly conducted a questionnaire analysis of "Intention to Buy a House after the Epidemic", which showed that over 50% of the respondents had plans to buy a house, but over 20% of the plans to buy a house were postponed.

Questionnaires were distributed on April 15, and filling was stopped on April 24th, and * * * received 845 questionnaires. In the sample, 44.85% were male and 55. 15% were female, and the ratio of male to female was relatively even. In terms of age, the population aged 25-34 is the largest, accounting for 35.27%, followed by those aged 24 and below, accounting for 3 1.24%, followed by those aged 35-44, accounting for 19. 17%, and those aged 45 and above accounting for/kloc.

The distribution of middle-aged income in the survey sample is relatively balanced, with the proportions of less than 50,000 yuan, 50,000 -65438+ 10,000 yuan and 65438+ 10,000-200,000 yuan all ranging from 20% to 30%. The first-year income of 200,000-300,000 yuan accounts for 12.43%, and the income of 7 10 comes from the region.

More than half of the people have home ownership plans.

Non-first-tier cities are more willing to buy houses.

The epidemic situation has brought tangible impact on people's lives.

In all the samples collected, more than 50% of the respondents own their own houses, of which 665,438+0% still have outstanding mortgage loans, and 53% of these respondents said that the loan repayment process was affected by the decrease in income during the epidemic. Previously, Huaxing Investment Bank conducted a survey on 1 0,000 consumers. The survey results show that 949 samples still have income during the epidemic period, but they are generally negatively affected. Income decreased by about 70% compared with the same period of last year, including the income of two adults.

People who have not bought a house and choose to rent a house are facing the trouble of rent. Affected by the epidemic, many people, especially migrant workers in Hubei, can't return to their work places on time, so whether vacant rental houses should pay rent has caused widespread controversy. In March this year, Shenzhen issued the "Opinions on Housing Leasing during Epidemic Prevention and Control", which clearly stated that all parties to housing leasing should share the rental losses caused by the epidemic through consultation on the principle of abiding by laws and regulations, mutual understanding and mutual accommodation, and no party may illegally force the other party to make concessions. At the same time, leasing companies should effectively protect the lessee's legal right to live, and must not violate the law and violate the contract to drive away the lessee. The results of this questionnaire survey show that about 30% of all renters are rent-free.

According to the survey data, 54.43% of the respondents still have plans to buy houses. Among these respondents, 14.20% have the same plan to buy a house, 25.68% have postponed the plan to buy a house, and 14.56% have no plan to buy a house originally, but have the intention to buy a house after the epidemic. Among the respondents who have no house purchase plan, 13.6 1% have cancelled the original house purchase plan, and 3 1.95% still have no house purchase plan.

Yan Yuejin, research director of the think tank center of Yiju Research Institute, believes that from the actual situation, the property market performed better than expected in March this year, and some cities even robbed houses, so some cities did not see significant price cuts. This also makes the ring-on-ring increase larger than that in February.

In fact, the performance of leading real estate enterprises has rebounded in March. According to the data of the Central Finger Research Institute, the transaction volume of the property market in March rose month-on-month and fell year-on-year. CREIS data shows that the transaction area of major cities monitored in March 2020 increased by 35 1.59% month-on-month, and the transaction area of 22 representative cities increased to varying degrees, down by 32.53% year-on-year. On a ring-on-ring basis, all 22 cities have increased in different degrees, with Chongqing's increase being more obvious, followed by Hangzhou's, and Fuzhou's increase being smaller, about 35. 17%. Year-on-year 17 cities decreased, and Beijing decreased significantly.

This result is also consistent with the results of this survey. The survey results show that about 55% of the respondents in first-tier cities have home ownership plans, about 6 1% in municipalities or provincial capitals (except first-tier cities), and about 48% in other cities. On the whole, municipalities directly under the central government or provincial capitals of non-first-tier cities are more willing to buy houses.

Zhang Dawei, chief analyst of Zhongyuan Real Estate, analyzed that under the financial pressure of local governments, more cities will relax the regulation of real estate in the future, especially in third-and fourth-tier cities, and many cities have made "rescue" adjustments to real estate, which will promote the willingness of non-first-tier cities to buy houses to some extent.

Who wants to buy a house? In terms of age, about 50% of the respondents aged 24 and below have a home purchase plan, 62% of the respondents aged 25-34 have a home purchase plan, 60% of the respondents aged 35-44 have a home purchase plan, and 38% of the respondents aged 45 and above have a home purchase plan. It can be found that respondents aged 25-34 are more willing to buy a house, followed by respondents aged 35-44. In terms of income, the respondents with an annual income of 6.5438+10,000-200,000 yuan have a strong willingness to buy a house, with more than 60% willing to buy a house, followed by those with an annual income of more than 300,000 yuan, accounting for about 58%.

The analysis of China Index Academy also confirms this point from the side. The view is that the age of buyers tends to be young and middle-aged, and work and family become the main factors affecting this group. Customers mainly consider whether the project has educational resources, convenient transportation, complete living facilities and total price tolerance.

Nearly 30% of the respondents postponed the purchase plan.

It will take time for the market to return to normal level.

Although more than 50% of the respondents have plans to buy a house, about 26% of them have postponed their plans to buy a house, and nearly 50% expect house prices to fall in the future. The National Bureau of Statistics released the house price index of 70 large and medium-sized cities in March. The index shows that the sales price of new commercial residential buildings in first, second and third tier cities rose slightly month-on-month, while the sales price of second-hand houses rose slightly month-on-month, which did not meet the respondents' expectation that house prices would fall.

Specifically, the sales price of new commercial housing in four first-tier cities changed from flat last month to 0.2%. The sales price of second-hand houses rose by 0.5% month-on-month, an increase of 0.3 percentage points over the previous month. 3 1 The sales price of new commercial housing in second-tier cities increased by 0.3% month-on-month, with an increase of 0.2 percentage points and 0. 1 percentage point over the previous month. The sales price of second-hand houses rose by 0.2% after being flat for two consecutive months. The sales price of new commercial housing in 35 third-tier cities increased by 0.2% month-on-month, with an increase of 0. 1 percentage point and a decrease of 0.2 percentage point. The sales price of second-hand houses decreased by 0. 1% last month to increase by 0. 1%, which was 0. 1 percentage point lower than that in June.

How long will the purchase plan be delayed? According to the previous analysis report released by RealData, consumers' purchase plans are generally delayed, and the planned delay time is mainly within half a year. Among them, the house purchase plan is delayed by 1-3 months, accounting for the highest proportion, and the cumulative proportion is within 6 months.

67.8%。

Who will postpone buying a house? The data shows that more than 30% of the respondents in municipalities or provincial capitals (except first-tier cities) delayed buying a house, followed by respondents in first-tier cities, accounting for 24%. It can be seen that the epidemic situation has a great impact on buyers in municipalities directly under the central government or provincial capitals (except first-tier cities). In terms of age, 35-44-year-old respondents delayed the purchase plan the most, accounting for 32%, and 25-34-year-old respondents also accounted for more than 30%, about 365,438+0%. The epidemic may have a greater impact on buyers in these two age groups. In terms of income, the respondents with an annual income of 6.5438+10,000-200,000 yuan delayed the purchase plan the most, accounting for 36%, while the respondents with an annual income of less than 50,000 yuan delayed the purchase plan the least, accounting for 654.38+ 05%.

What kind of house are you going to buy? The survey results show that bungalows (flat suites) are still the choice of most people, and about 27% of the respondents choose bungalows (flat suites) as their ideal residence. Followed by duplex, accounting for 26%, apartment is the ideal residence of about 24% of the respondents, and about 16% of the respondents think villa is the ideal residence.

Where can I buy a house? Between the city center and the suburbs, it has become the choice of most respondents. More than 50% of the respondents think that it is most likely to buy a house at the junction of the suburbs, followed by the ideal location, accounting for 30%, and only 19% choose to buy a house in the suburbs. Choose a new house or a second-hand house? 77% of the respondents are more inclined to buy new houses, and only about 23% of consumers choose second-hand houses.

In terms of housing prices, the range of 10000-20000 yuan/square meter is the ideal range for most respondents, accounting for 32%, followed by 10000 yuan/square meter, accounting for 30%, and then 20000-50000 yuan/square meter, accounting for 22%. Among them, the price of 20,000-50,000 yuan/square meter is the most ideal price chosen by respondents in first-tier cities, and respondents in municipalities or provincial capitals (except first-tier cities) accept the price of 6.5438+0,000-20,000 yuan/square meter, while more respondents in other cities think that the price below 6.5438+0,000 yuan/square meter is the ideal price.

In fact, house prices are higher than the respondents' expectations. According to the National Housing Index Report of February 2020 released by Tongcheng and Anjuke, in February 2020, the average online signing price of new houses in 67 major cities in China was 16624 yuan/square meter, the average online signing price of second-hand houses was 15503 yuan/square meter, and the average online signing price of new houses in four first-tier cities in Beijing was 47,865,438 yuan/square meter. The average price of new houses is 472 12 yuan/square meter, 49,874 yuan/square meter in Shenzhen and 30,065,438 yuan/square meter in Guangzhou, ranking fourth among first-tier cities.

Next, how will the house price change? Zhang Dawei, chief analyst of Zhongyuan Real Estate, analyzed that the main reason for the obvious improvement of data in March was that the whole market was frozen by the epidemic in February. In addition, the new residential buildings in March basically belong to the release of online signing data, and most second-hand housing transactions are also intentional transactions before the epidemic. Therefore, it is still too early to determine whether the market will return to normal or even pick up.

Zhang Hongwei, an analyst with Tongce Research Institute, predicted that the downward trend of house prices may not change much before May and June. In order to ensure the performance in the first half of the year, housing enterprises may further reduce prices and promote sales in May and June. Judging from the performance of the housing price index, housing prices in large and medium-sized cities do not have the opportunity to rebound, and even the decline in housing prices in some cities will further expand.

Yang Hongxu, vice president of Yiju Real Estate Research Institute, believes that at present, the conditions for the overall rise in housing prices are not yet available, and the rise in housing prices in individual cities cannot represent the whole country.

"The reason why the market rebounded but did not push up the price is that the current transaction rebounded at a low level. Overall, the absolute level is still low, and it has not reached the order of magnitude that can make prices rise significantly. " Xu Xiaole, chief analyst of RealData, said that the overall contradiction between supply and demand is relatively moderate.

Nearly 70% pay attention to the quality of housing.

The location is not very popular

What factors do consumers value when buying a house? Before buying a house, location and price were often the most important factors for consumers. Has the epidemic affected such a trend of buying a house? According to the survey, residential quality and apartment design have become the most important factors for respondents to buy a house, and 69% of the respondents listed it as an important factor to consider when buying a house, accounting for the largest proportion. Followed by the surrounding environment and supporting facilities, accounting for 63%. The hot factors ranked third are residential property services and living facilities in residential areas, accounting for 54.79%. And location has become the fourth consideration.

In this epidemic, the whole people are isolated, and many people work at home, obviously feeling that the room space is not enough. It is necessary to have a living space with family and an independent office space. The more family members, the stronger the demand for independent space. According to the survey data, three bedrooms are the most popular, accounting for 48%, followed by two bedrooms, accounting for about 27%. The third most popular apartment is four bedrooms or above, accounting for 19%, and about 5% prefer one bedroom. It can be found that large huxing is favored by consumers. At the same time, different respondents have different needs for huxing. According to the survey data, respondents aged 45 and above need three bedrooms more, accounting for 68%, followed by respondents aged 35-44, accounting for 46%.

This is consistent with the results of the February national housing index report released by 58 Tongcheng and Anjuke. According to the report, in the choice of apartment types, three-bedroom apartment types accounted for 45.5% in February, which was the most favored by buyers. In addition, the proportion of two bedrooms decreased slightly, accounting for 30.4%; The proportion of four or more sets continued to rise, reaching 17.4%. The "Survey on Housing Consumer Expectation under Epidemic Situation" jointly sponsored by RealData and 90 Degrees Real Estate made a more detailed analysis on the choice of apartment type. The results show that housechangers are more willing to buy a large apartment than buyers. In the choice of huxing, buyers tend to buy medium huxing because of their relatively weak financial strength, and the proportion of choosing small huxing is also high because of their relatively poor expectations. Housechangers prefer large-sized apartments, accounting for 63.3%.

Ms. Zhang, who lives in Yuexiu, Guangzhou, said in an interview that during the epidemic, the whole family got together to discuss buying a house. Zengcheng and Conghua used to be too far away and too far away. At present, during the epidemic, the whole family can only stay in the old and small house at home, even afraid to open the windows, and it is not safe to go downstairs and take out the garbage. It can be found that after the outbreak of the epidemic, many property buyers have gradually upgraded their demand for living space, and their requirements for living health are also rising.

The analysis article of Evergrande Research Institute also pointed out that with the continuous development of prevention and control work, long-term isolation at home will make people feel more deeply about the living experience, thus stimulating residents' desire to improve their living quality and leading to seven new types of housing demand: first, part of the rental demand will be transformed into housing demand; Second, the willingness to buy and hold a second home has increased; Third, the improved demand represented by large-sized units will be further stimulated; Fourth, the demand for upgrading housing products is more clear; Fifth, low-density products such as houses and villas will be concerned; Sixth, the demand for high-quality property services has increased; Seventh, buildings with good landscaping and complete infrastructure such as commercial and medical facilities around them are more popular.

Over 60% pay attention to the surrounding environment and supporting facilities.

Supermarkets and vegetable markets have become the most necessary supporting facilities.

Before the outbreak, many buyers paid more attention to whether there were large shopping malls and transportation facilities around them when buying a house. After the outbreak, the commercial facilities in the community have been widely concerned by the owners. Therefore, the epidemic has spawned a new demand for buying a house, especially to improve the service level of the public.

In addition to residential quality and apartment design, 63% of the respondents are most concerned about the surrounding environment and supporting facilities. Which supporting facilities are more important? According to the survey, supermarkets and vegetable markets have become the most important facilities within one kilometer of residential buildings, followed by shopping centers, shopping malls, subway stations and bus stations, accounting for nearly 57%. Over 40% of the respondents believe that hospitals are necessary supporting facilities. The "Survey on Housing Consumers' Expectations under the Epidemic Situation" jointly sponsored by RealData and 90 Degrees Real Estate also pointed out that 46.6% of the buyers pay more attention to medical facilities.

During the epidemic, buying food has become the number one problem that puzzles many families to fight the epidemic. Many people have the experience of grabbing food online during the Spring Festival. The research report of China Merchants Securities shows that 76% of users prefer to buy food online during the epidemic, but the actual online shopping can only cover 46% of users. Offline shopping is still the mainstream, and supermarkets are one of the most important channels. The report shows that the penetration rates of fresh food in supermarkets, food markets and communities are 64%, 3 1% and 22% respectively, while the penetration rates of box horse, JD.COM and Ding Dong at home are 26%, 19% and 14% respectively, which is far less than that of offline channels. Rice, meat and vegetables are just the needs of life. An epidemic situation makes people who can't buy vegetables even more sad, so they can understand why supermarkets and vegetable markets can become the choice of most people.

Who cares more about the surrounding environment? The data shows that compared with men, women pay more attention to the supporting factors of the surrounding environment of the house, and the number of female respondents who think this factor is important is 1.5 times that of male respondents. At the same time, for women, there must be supermarkets/vegetable markets, subway stations/bus stations, shopping centers/shopping malls within one kilometer of their residence, and for men, there must be supermarkets/vegetable markets, shopping centers/shopping malls and 24-hour convenience stores within 1 kilometer.

People of different ages have different requirements for supporting facilities around the house. According to the data, respondents aged 34 and below all think that supermarkets/vegetable markets, shopping centers/shopping malls, subway stations/bus stations are necessary supporting facilities, but for respondents aged 35-44, besides supermarkets and shopping centers, schools are also very important. For people aged 45 and over, besides supermarkets, parks and subway/bus stations are all important.

Some newly-built residential areas are also aware of the improvement of supporting functions in the future, such as self-sustaining some commercial cooking markets, community clinics, express delivery stations and so on. And effectively grafted in to make supporting facilities.

More than 50% pay attention to property services

Property infrastructure operation and cleaning ability are valued.

After the epidemic, life and health, health and housing constantly refresh people's cognition and thinking of "ideal good house". Real estate technologies such as smart houses and wireless city have brought people a lot of convenience, and the epidemic situation has also highlighted the importance of health protection. At the same time, in recent years, based on the continuous development of emerging technologies such as mobile Internet and AI, real estate pays great attention to smart home. New and old buildings and real estate properties all over the country hold high the slogan of building "wireless city", and many real estate giants are investing in the field of intelligent technology.

Therefore, property service has become the factor that consumers are most willing to pay for the house after the quality of the house and the surrounding facilities, and 55% of the respondents choose property service as a necessary consideration. Among the respondents, especially those aged 24 and under are most concerned about residential property services, and more than 60% people regard it as a key consideration when buying a house. Women care more about property services than men, with 58% of women choosing, while only 50% of men choose. In terms of regional distribution, respondents in first-tier cities pay more attention to property services than provincial capital cities and municipalities directly under the central government, with the former accounting for 55% and the latter accounting for 50%.

In the specific property services, respondents are most concerned about the operation and cleaning ability of property infrastructure, followed by the safety guarantee ability. After the outbreak of the COVID-19 epidemic, domestic communities have implemented closed management, and property management practitioners have played a great role in it. It has almost become a "normal" for property managers to spend the Spring Festival all day. In addition to basic epidemic screening and temperature detection, property management personnel also play multiple roles such as food buyer, food delivery staff and courier brother during the closure of the community. It was reported by the South+client before. During the epidemic, Mr. Liu, the property manager of South China Country Garden in Guangzhou, undertook the procurement of the community. The day before, he collected the owner's needs, went out to purchase, and sent them to the owner's door one by one.

In addition to the services of property management personnel, many communities also introduce high-tech equipment for epidemic prevention. Midea's real estate has built an AI community, and AI face recognition, intelligent non-inductive traffic, garbage overflow identification and other technologies have built a safety net for community life. Vanke Digital Property adjusts the lifting rules of garage equipment through the digital operation platform, and carries out temperature detection and recording for all colleagues. Country Garden introduced drones for disinfection work, and sprayed more than 320,000 square meters of residential areas in just three hours. Wan Rui Science and Technology, a subsidiary of Vanke Property, assisted the property to accurately screen the original households in the epidemic area through the wireless city platform system, and quickly made the travel statistics and scientific epidemic prevention notification of the target households.

It can be said that the property not only affects the daily life of residents, but also may affect our life and health in this epidemic. However, the Insight Report on New Residential Consumption in 2020 released by Keke Holding Company shows that 32.4% of the respondents reported that the current residential property service level is poor and the existing problems cannot be solved in time. 44% of the residents suffer from poor sanitary conditions in the community, and the garbage cannot be disposed of in time. The community is the most basic line of defense in this epidemic. Only by controlling it in the community can we cut off the spread of the epidemic.

In addition, Yan Yuejin, research director of the think tank center of Yiju Research Institute, also said that during the epidemic, various property companies carried out various epidemic prevention actions and fulfilled their due responsibilities. In addition to epidemic prevention, the improvement of property services can also increase customer stickiness, and the future real estate market will surely evolve into a market for existing customers.

In Yan Yuejin's view, at this moment, the quality of property service is supervised by the whole people, and the epidemic situation is the same problem for all property companies. After this epidemic test, the owners have a new understanding of the value of property services. According to the principle of merit-based admission, "top students" will occupy a large share of this market in the future.

According to the analysis of Evergrande Research Institute, in the community epidemic prevention work, the service level of different properties is significantly different. Some old communities, such as public houses and relocated houses, which lack property support, have limited human and financial resources and can only carry out basic access control and epidemic prevention propaganda. The residential area of brand housing enterprises has a professional property management team and sufficient financial and material support, which can formulate standardized epidemic prevention plans, strengthen the management and protection of staff, and carry out epidemic prevention publicity, cleaning and disinfection, access control and registration. After this "epidemic", the demand for high-quality property services will be stimulated. Residents will realize that high-quality property services are not only related to their daily living experience, but also closely related to their own health and safety in extraordinary times.

Produced by: Southern Industry Think Tank

Authors of this edition: Zhou Zhongyu and Gao Xiaoping, data collection: Ge Zhenghan and Zhou Zhongyu.

Data analysis: Zhou Zhongyu and Gao Xiaoping This edition of the chart: Chen Yingxin