The customers of apartment products are actually very simple and clear, not as complicated as residential customers. At present, there are only two types of customers: one is just-needed customers squeezed by high housing prices; One is the investment customers who don't have much investment cost.
1, just need customers (customer ratio 10%-20%).
The proportion of just-needed customers in the whole apartment is very small, only about 20% at most. They are mainly squeezed by high housing prices and unable to buy residential products.
They bought apartment products mainly because they were frightened by the soaring housing prices. They generally want to get on the bus first, and even if they can't afford a house in the future, they will have a roof over their heads to meet the minimum living needs. Apartment products with low total price and residential properties just meet the needs of such customers.
2. Investors (customers account for 80%-90%).
Investors are basically the main customers of all apartment products, accounting for about 80% of the whole apartment customer group at most. Among them, there are senior investors who have lost the qualification to buy a house, and there are also small investors who don't have too many investment costs. But in general, small investors who don't have much investment cost are the main force. The purpose of buying apartment products is to invest, hoping to get higher returns through property appreciation and rental returns.
These two types of customers are actually the bottom of the real estate market customer base, with weak financial strength and poor anti-risk ability. Once the investment or purchase fails, they will not be able to turn over, but they are most likely to fall into the trap of the apartment. I will explain in detail why these two types of customers are not recommended to buy.
Second, just need customers: the residential value of the apartment has been castrated, and the living environment has deteriorated, which is not suitable for living.
Just need customers with little money, choose to get on the bus first to ensure the most basic living conditions. The residential value of apartment products is lacking, which is not suitable for living at all, and it is impossible to guarantee the most basic living needs of customers.
Residential defects 1, apartments can not be settled, and education and medical facilities can not be enjoyed.
The greatest value of housing is to settle down, so that you can integrate into the city and enjoy the best education and medical facilities in the city. Apartment property just lacks this basic function. A house that can't be settled is destined to be a transitional product, and it is destined to live only for a short period of time from the time you just work to the time before you get married, because you don't have to settle down or enjoy the quality education and medical facilities in this city. But you can't let your children do the same, so that children can't enjoy the high-quality educational facilities in the city.
Residential defects II. With the increase of office tenants, the living environment in apartments has gradually deteriorated.
According to my investigation, no matter how many residential customers there are in the early stage of an apartment, the residential customers of the whole apartment will gradually become office customers after 1-2 years. This is mainly due to the effect that bad money drives out good money.
At present, all buyers of apartment products must be investors. What investors pursue is the rate of return and rent, and whoever gives a high rent will rent it to them. In the rental market, office customers can pay and bear much higher rents than residential customers. Therefore, office customers are increasing year by year in apartment products.
If you live in an apartment for early education, private catering, wedding, guests can still afford it. At most, it is more complicated to go home and meet people every day. But if an apartment lives in a beauty salon, KTV, snack bar, clubhouse and other late-night businesses, can it sleep at night? When the lady next door knocks at night to borrow soy sauce from you, can you hold back the commotion?
Therefore, with the gradual increase of office customers, the living environment of apartments is undoubtedly deteriorating, which directly leads to the loss of residential customers.
Residential defects 3, no gas, commercial water and electricity, high property fees, high use costs.
Apartment residential customers are just-needed customers who can't afford a house. The purpose of buying an apartment is to save money to buy a house. But the high use cost of apartments runs counter to their goal of saving money.
All apartment products can't supply gas, which leads to the problem that residential customers can only cook with electrical appliances. But the water and electricity in the apartment are all commercial electricity, which is twice as expensive as civil electricity. At the same time, there are high property fees, which is a greater burden for residential customers. Residential customers only come back at night, and basically can't enjoy the service of property, but they have to bear high property fees with office customers.
Let's give a simple example:
Electricity: civil 120 yuan, commercial 360 yuan.
At present, the time-of-use electricity price used in first-and second-tier cities is 0.3 yuan -0.5 yuan per kWh, and the commercial electricity price is 0.9 yuan-1.4 yuan per kWh. The average monthly electricity consumption of each apartment is between 200-400 kWh. According to the average value, the residential electricity price is 0.4 yuan/kWh *300 kWh = 120 yuan; Commercial electricity charge: 1.2 yuan/kWh *300 kWh =360 yuan.
Water fee: civil 48 yuan, commercial 100 yuan.
At present, the unit price of civil water charges in first-and second-tier cities is in 2.4 yuan, the unit price of commercial water charges is about 4-5 tons, and the average monthly water consumption of each apartment is between 10-20 tons. We still calculate according to the average value, and the civil water fee is: 2.4 yuan/ton *20 tons =48 yuan; Commercial water fee: 5 yuan/ton *20 tons = 100 yuan.
Property fee: RMB 65,438+000 for civil use and 250 yuan for commercial use.
At present, the residential property fee in first-and second-tier cities is about 4-50 square meters per square meter in 2 yuan, and the commercial property fee is about 50 square meters per set. We still calculate according to the average value. The residential property fee is: 2 yuan/square meter *50 square meters = 100 yuan; Commercial property fee: 5 yuan /m2 * 50m2 =250 yuan.
Through the above calculation, the total use cost of residential property is about 268 yuan/month, and that of apartment property is 765,438+00 yuan/month, up by 65,438+064.92% over the previous year.
Residential defects 4. The apartment has poor living comfort, no lighting, no environment and no greening in the community.
The essence of apartment products is a commercial project, so planning and design mostly follow the concept of commercial design, regardless of living comfort.
First of all, many units do not meet the most basic lighting requirements of residential buildings. On the one hand, the apartment floor area ratio is too high, and only point building layout can be adopted. This means that apartment units have four directions: southeast and northwest. There is no sunshine in the north all the year round, and most of the lighting time in the east does not meet the living standards. On the other hand, there is no requirement for building spacing and sunshine hours in the commercial property design code. In order to maximize the layout of the property, the distance between buildings is very close, and the sunshine of apartment units will block each other.
Secondly, the apartment project has no community environment and living atmosphere. Apartment property planning is above commercial land, and the plot ratio is high, so the planning form is basically 2-3 floors high-rise. Such planning leads to no living environment, no central garden, no living facilities, no clubs and so on. It has greatly affected the living taste and quality of life of apartment residents.
Finally, there are many single-storey households in apartment products. The number of users on the first floor of the apartment can reach more than twenty. On the one hand, many households lead to inconvenience in life and frequent use of public facilities, such as it is difficult to use elevators during peak hours. On the other hand, their lives will interfere with each other and have no privacy.
Just-needed customers: products that can't enjoy urban resources, the cost of living rises 164.92%, and the living environment deteriorates gradually, which can't meet the most basic living needs.