2024 china real estate brand value research results released
2024-09-13
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on september 13, 2024, the "2024 china real estate brand value research results release conference and the 21st china real estate brand development forum" hosted by the china enterprise evaluation association, tsinghua university real estate research institute, beijing china index information technology research institute, and undertaken by the china real estate top10 research group of beijing china index information technology research institute was grandly held in xiongan new area.
china index academy released the "2024 china real estate brand value research report" and the "2024 china real estate service brand value research report" on the spot.
in the first half of 2024, real estate policies continued to be adjusted and optimized, and the real estate market was undergoing positive changes. in the first quarter, the overall new home market continued to adjust, and in the second quarter, the year-on-year decline in new home sales area continued to narrow, especially with stronger support for improvement demand. against this background, home buyers are becoming more rational in their home purchases, and they also pay more attention to the brand, product strength, and delivery capabilities of real estate companies. therefore, while branded real estate companies insist on stable operations, they continue to polish their products, upgrade their product lines, and provide marketable products that meet market demand; they insist on on-time delivery and quality delivery to improve customer satisfaction.
as the industry enters a new stage of development, brand companies are actively exploring new development models, expanding construction agency, housing leasing and commercial light asset operations, etc., to gain market dominance and continuously consolidate brand value. brands gather trust and shape a good corporate image; brands attract high-quality resources and enhance corporate competitiveness. in the new journey, companies adhere to the long-termism of brand building, stabilize the basic market, maintain brand value, and maintain a place in the changing market.
research results on chinese real estate development companies show that in 2024 brand companies have the following characteristics: first, industry adjustments have caused brand value to decline by 4.6%, and "products + services" have consolidated the brand foundation; second, construction companies focus on "four modernizations" construction, and operating companies upgrade their brand spectrum; third, technology empowers brand management, and high-quality delivery and public welfare activities effectively support the brand; fourth, the content of communication highlights "good houses" and "high quality", highlighting the brand history and consolidating consumer confidence.
on this basis, the research team evaluated and produced chinese real estate company brands, chinese real estate product brands, chinese commercial real estate brands and chinese real estate excellent characteristic brands. at the same time, in order to promote the high-quality development of the real estate industry and meet the people's new expectations for high-quality housing, beijing china index information technology research institute launched the 2024 key provinces and cities human settlement dream "good house" research and optimization work, and finally selected the key provinces and cities human settlement dream "good house" nationwide.
research results on china's property service companies show that in 2024 brand companies will present the following characteristics: first, the shift from "high-speed growth" to "high-quality development" will lay a solid foundation for the long-term development of the brand; second, the capital market premium will become more reasonable, and "strong independence + high dividends" will help enhance the brand value; third, the value of property services will be accelerated to be "recognized", and "high quality and low price" will win reputation and loyalty; fourth, "good service" requires "good standards" and "good products" make "good brands"; fifth, corporate culture and business characteristics shape the main brand, and deep cultivation of segmented tracks will create professional brands; sixth, brand communication focuses on empathy and sharing, and positive communication and negative public opinion are managed collaboratively.
on this basis, the research team evaluated and produced the leading brands of professional property services operations in china in 2024, the leading brands of market-oriented property services operations in china in 2024, and the characteristic brands of property services in china in 2024.
the research results of china's real estate sales and service enterprises show that the 2024 brand enterprises have the following characteristics: first, the brand value has declined for three consecutive years, and the profitability of sales business has weakened; second, they have deepened their industry and provided professional services to build a large operation and service platform; third, they have combined online and offline to improve customer experience and build a digital brand matrix. the research team evaluated and produced the leading brands of china's real estate sales and service.
the research results of china's real estate financial service companies show that 2024 brand companies continue to improve the accuracy of risk management, innovate financial solutions, and further enhance brand influence and market competitiveness. the research team evaluated and produced the 2024 china real estate fund excellent brand.
china's real estate industry has entered a quality era of high-quality development. the supply-demand relationship has undergone major changes, and the development model has also transformed from "three highs" to high-quality development. brand companies should establish a new development concept, keep up with the direction of national development, keep up with the pace of urban development, meet customer needs with good products, and improve product satisfaction with good services. in the face of adverse conditions, real estate companies should make good use of brand assets, enhance value and realize economic benefits through brand extension, and use brand benefits to bring stronger vitality to corporate development.
