How to determine that a lot or shop has appreciation potential?

I will send you the target population analysis of our general project case, hoping to help you.

3. Target customer base

According to the market characteristics of commercial real estate and the actual situation of this project, its target customers can be divided into:

(1) a private dealer with a certain career development foundation and economic strength and a high commercial status in the region and industry;

(2) small and medium-sized investors with strong investment awareness or small achievements in their careers and some spare money;

The target customer base of residential property can be divided into:

(1) Old, middle-aged and young civil servants, young and middle-level cadres and workers in enterprises and institutions, and retired workers in enterprises and institutions;

(2) Senior and middle-level white-collar workers, migrant workers and business people in Qishi;

(3) Individual merchants in the surrounding areas of the project;

(4) Customer groups with urgent housing demand and weak total price tolerance;

(5) Identify with the living environment in this area, the aborigines around the project and the employees of surrounding companies.

The target customer groups of business apartments can be divided into:

(1) Small and medium-sized companies and commercial organizations in surrounding areas;

(2) Financial intermediaries such as banks, insurance and securities;

(3) Merchants and small and medium-sized investors who have settled in New Mart;

4. Description of target customer group characteristics

(1) Commercial apartment/house/small and medium-sized shop investors: This is a group of people who belong to the city, have rich social experience, high economic level and have seen the world. No matter where they live in this city, they have a strong desire to invest. They have spare money in their pockets. They may not be rich, but they have rich investment experience and unique business vision. They hope. Therefore, location advantage is the primary factor to measure the investment value. This group has a wide age range and should be mainly over 30 years old. Generally speaking, they are not limited by the region, but value the advantages of location, environment and supporting facilities that cannot be copied by this project, as well as the commercial status and huge value-added potential of the land and the project, and their investment appreciation is strong. Earn rent by investing, as a way to accumulate wealth, or sell it after expecting the house price to appreciate, and earn the house price difference. The brand value of the developer and operator of this project is the added value of the project, which is the biggest advantage that no commercial project in the Qi market can match. This is the weight for them to make a purchase decision.

If our promotion is successful in the early stage, it will attract many such consumers to invest. Such customers account for about 65,438+00%-20% of the sales of this project. For example, the choice of residential units is generally below 65 square meters/set, and commercial apartments are between 30-65,438+000 square meters/room, so as to reduce investment risks with low total price and low investment. When investing in shops, powerful investors will choose shops above 100 square meters as their target.

(2) stores:

Commercial dealers: The requirements for commercial property, the development of business to a certain level, accumulated rich experience in business operation and certain economic strength, eager to upgrade their business operation and development platform at a higher level and brand-new commercial space, and the career is expected to develop to a higher level. 35-55 years old, the operator is in a leading position in the local industry.

International and domestic first-line and second-line brand clothing dealers: due to business needs, such customers often occupy the gold shop in the core business district of the city, and their location and image are the primary considerations;

Chain stores and agents of sports and leisure brand products in this city: The project was originally a business district where sports and leisure clothing, shoes and other products were very concentrated in this city. These customer groups have been doing business for a long time, have strong economic strength and the support of product manufacturers, and are fully capable of buying the shops of this project.

Local self-employed: gold jewelers, brand optical shops, leather shoes city, beauty and body building centers, leisure western restaurants and restaurants active in the commercial field of this city will occupy a place in different positions of this project.

Business apartment:

Dealers of new mart shopping malls: they have high trust and loyalty to big businessmen, and follow the big business group to attack the city and plunder the land. As long as the shopping malls of Dashang are open, they will follow. This project is the largest new mart shopping mall in Northeast China. With the expansion of business scale, these customers need more independent business space outside the shopping mall.

Intermediary financial institutions in banking, insurance and other industries: this is a high-profit industry, and they often choose landmark buildings in the central business district as their targets.

Its office space. This project will be the best choice for this kind of company to buy a house.

Small and medium-sized companies and commercial organizations in the surrounding areas: Although they belong to the growth period of career development, they attach great importance to the quality of the working environment. Due to the need of development or the fact that their customer groups are mainly in the surrounding areas, they have deep feelings for working here for a long time. More importantly, enterprises can maintain their original contact information in external liaison, mainly because they need to choose the office in the surrounding areas for work. The main purchasing power is 250,000-400,000, with an area of 60- 100 ㎡, and such customers should account for about 30%.

(3) Residential part:

Small and medium-sized individual businesses in this city: The wholesale and retail businesses in this city are a huge consumer group, and although the operating level is not high, they are quite developed. They have been fighting in the battlefield of commodity wholesale and retail for a long time, and they are very sensitive to the regional environment and rely heavily on the surrounding environment at home. They are eager to have a comfortable and convenient home in the city business center.

Middle-level employees in surrounding enterprises: young couples who have just got married and have no children, and young people who are ready to get married. They are not a high-income group, and their ability to bear the total purchase is limited, but their income is relatively stable. In addition, most of them are single or two people, so the requirements for living space are more practical. Small-area, low-volume real estate can effectively enhance their purchasing power and expand the customer level. The age is about 25-30 years old.

Single: Young people with short working hours have low income and little savings. But they pursue individual life, advocate modern fast-paced urban life, pursue fashion and pleasure, and communication becomes an important part of their lives. In order to have personal space and meet the strong demand of their independent lifestyle, they choose small-sized houses with low total price but perfect functions. This is a self-fashionable space, an interactive circle of friends and a purely enjoyable lifestyle. Between the ages of 25 and 30.

SOHO clan: Due to the modern high-tempo lifestyle and networked working style, a group of special groups are active in modern cities. Their exquisite life, exquisite consumption, efficient working style and the concept of leisure, happiness and freedom determine the consumption orientation of a new generation of exquisite taste. They buy houses to meet the needs of work and life, personal privacy and work space. Between the ages of 30 and 40.

Foreign tycoons doing business in Qiqihar: They often have a certain sense of investment. Because I have a unique understanding of the real estate industry for a long time, I choose a small apartment to live temporarily to meet my needs in life and work. Once they no longer live, they can rent them out for investment.

Neighboring aborigines or workers: They are used to working and living in this area, and they are very dependent on and nostalgic for the surrounding living environment and working environment, and they also agree with the living environment in this area. Buying a house in this area has become their first choice.

In short, in addition to the customer groups of commercial properties (including commercial apartments), the target customer groups of residential buildings are mainly young and middle-aged, and active consumers account for a large proportion. They follow the trend and pay attention to fashion. It is more innovative to regard such expensive products as housing. In the ranking of their attention to buying a house, location and convenient transportation and perfect living facilities are the first choice, followed by the requirements for living environment, structure and rationality. The project has a good geographical location, convenient transportation and easy acceptance, which can just weaken the shortcomings of the project in terms of environment, scale and structure. Therefore, as long as we create product characteristics, cater to their lifestyles and habits, and take differentiated marketing models as the strategic focus of project development, it is possible to win the market.

5. Analysis of target group characteristics

Based on the analysis of the above-mentioned potential buyers' demand and the characteristics of this project, the main customer groups we face are such a group of people:

Successful local operators (shops) with certain market influence and high commercial status.

Young and middle-aged groups (houses) with good economic foundation, fashionable taste and high quality of life.

Small and medium-sized companies and investors with good economic foundation emphasize brand, development and return on investment (office buildings)

The reason why the target consumer group rejected this project.

A, the average price of the project is high, affected by the level of urban economic development, with limited income and insufficient economic affordability;

B, located in the bustling business district, with serious noise pollution, which cannot meet people's requirements for the quality of modern living environment;

C, commercial and residential integration, lack of overall image and facade effect;

D, disgusted with the "three highs" phenomenon of elevator apartments (high price, high public promotion and high property fees);

E, the total price of shops is high, and the investment is large, which raises the entry threshold;

F, the investment income and enthusiasm of shop investors are hit by other projects to a certain extent, and their risk awareness is strengthened, their confidence is insufficient, and they take a wait-and-see attitude;