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2022年沈阳房地产发展研究-客户篇

发布于 2023-01-13

<p style="outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: system-ui, -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;letter-spacing: 0.544px;white-space: normal;background-color: rgb(255, 255, 255);text-align: center;visibility: visible;margin-left: 16px;margin-right: 16px;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;font-size: 12px;color: rgb(136, 136, 136);visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">///</span></p><p style="outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: system-ui, -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;letter-spacing: 0.544px;white-space: normal;background-color: rgb(255, 255, 255);text-align: center;visibility: visible;margin-left: 16px;margin-right: 16px;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;font-size: 12px;color: rgb(136, 136, 136);visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">前言</span></p><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">全行业进入筑底期,购房者已成为绕不开的关键课题。耐用商品产销,从卖方市场转向买方市场,道阻且长。但以下几个基本条件,让购房者话语权不断增大——</span></section><ul class="list-paddingleft-1" style="list-style-type: disc;margin-left: 16px;margin-right: 16px;"><li style="font-size: 16px;"><p><span style="font-size: 16px;">收入增长阻滞,对房价形成拖累;</span></p></li><li style="font-size: 16px;"><p><span style="font-size: 16px;">土地放量缩减,开发企业谋求差异化竞争格局;</span></p></li><li style="font-size: 16px;"><p><span style="font-size: 16px;">客群职业结构变革,需求及底层逻辑变化。</span></p></li></ul><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">此时此刻,我们把2018年、2020年和2022年我司的客户调研结果加以横向比较,试图一窥疫情前后客户的衍变。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">既包含客户自身特征,也包括需求特征。复杂而琐碎的分档结果不尽相同,但此时我们仍按照当年对刚需、首改、再改的切分,可有效排除因价格因素造成的现象偏差。</span></section><section style="margin-bottom: 0px;outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: system-ui, -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;letter-spacing: 0.544px;white-space: normal;background-color: rgb(255, 255, 255);text-align: center;visibility: visible;margin-left: 16px;margin-right: 16px;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;color: rgb(136, 136, 136);font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;font-size: 14px;letter-spacing: 0.544px;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">▼</span></section><section style="margin-bottom: 0px;outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: system-ui, -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;letter-spacing: 0.544px;white-space: normal;background-color: rgb(255, 255, 255);visibility: visible;margin-left: 16px;margin-right: 16px;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;color: rgb(136, 136, 136);font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;font-size: 14px;letter-spacing: 0.544px;text-align: center;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><br style="outline: 0px;max-width: 100%;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;" /></span></section><section style="margin-bottom: 0px;outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: system-ui, -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;letter-spacing: 0.544px;white-space: normal;background-color: rgb(255, 255, 255);visibility: visible;margin-left: 16px;margin-right: 16px;box-sizing: border-box !important;overflow-wrap: break-word !important;"><br /></section><section data-role="paragraph" style="margin-bottom: 0px;outline: 0px;max-width: 100%;box-sizing: border-box;color: rgb(34, 34, 34);font-family: system-ui, -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;letter-spacing: 0.544px;white-space: normal;background-color: rgb(255, 255, 255);visibility: visible;overflow-wrap: break-word !important;"><section style="margin: 5px 16px;outline: 0px;max-width: 100%;text-align: left;line-height: 1.5em;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="outline: 0px;max-width: 100%;font-family: -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;font-size: 45px;letter-spacing: 0px;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">01&nbsp;</span></strong><span style="outline: 0px;max-width: 100%;font-size: 15px;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="outline: 0px;max-width: 100%;font-family: -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;letter-spacing: 1px;color: rgb(117, 117, 118);visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">@</span></strong><strong style="outline: 0px;max-width: 100%;font-family: -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;letter-spacing: 1px;color: rgb(117, 117, 118);visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">urasr</span></strong></span></section><section style="margin: 5px 16px;outline: 0px;max-width: 100%;text-align: left;line-height: 1.5em;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="outline: 0px;max-width: 100%;font-family: -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;letter-spacing: 0.5px;font-size: 16px;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;color: rgb(136, 136, 136);letter-spacing: 3px;font-family: Optima-Regular, PingFangTC-light;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">—</span></strong></section></section><section style="margin-bottom: 5px;outline: 0px;max-width: 100%;white-space: normal;text-align: left;color: rgb(0, 0, 0);letter-spacing: 0.5px;font-family: Optima-Regular, PingFangTC-light;font-size: 16px;background-color: rgb(255, 255, 255);visibility: visible;margin-left: 16px;margin-right: 16px;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;font-size: 18px;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="outline: 0px;max-width: 100%;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;letter-spacing: 1px;color: rgb(51, 51, 51);text-align: justify;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">生命周期</span></strong></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">房价门槛提高,教育年限增长,20-30岁客户没有如多数人所料井喷,反而<span style="color: rgb(0, 122, 170);"><strong>40-45岁的客户异军突起</strong></span>,这些人在4年前处在36-40岁,也就是说,不是中年人爱买房了,而是爱买房的人到了中年。</span></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-backh="285" data-backw="366" data-galleryid="" data-ratio="0.7786885245901639" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIwojjNWVicP7U4LRAkL7mTKgnKBsUNDxS3faNRicSpTmAphqmcRE1yxBq5JTxjFFprMEf0RCx4G2uGQ/640?wx_fmt=png" data-type="png" data-w="366" style="width: 100%;height: auto;" /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><span style="color: rgb(0, 122, 170);"><strong>幼儿之家是绝对的置业主力</strong></span>,且越来越集中。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">青年两口、四口之家、三代同堂份额多年稳定,单身和中年两口退出市场。家庭结构往往因时而变,也就是说,早年的单身,如今已是三口之家或四口之家,一些中年两口,照顾晚辈但不共同过夜,是新时代的三代同堂。</span></section><section style="margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-backh="285" data-backw="365" data-cropselx1="0" data-cropselx2="546" data-cropsely1="0" data-cropsely2="426" data-ratio="0.7808219178082192" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIwojjNWVicP7U4LRAkL7mTKglR7ianiabdriaQRKXlLyd4wUyjQicUcNIziaAbwYb5wr53wmDU6SI0paSog/640?wx_fmt=png" data-type="png" data-w="365" style="width: 546px;height: 426px;" /></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section data-role="paragraph" style="margin-bottom: 0px;white-space: normal;outline: 0px;max-width: 100%;box-sizing: border-box;color: rgb(34, 34, 34);font-family: system-ui, -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;letter-spacing: 0.544px;background-color: rgb(255, 255, 255);visibility: visible;overflow-wrap: break-word !important;"><section style="margin: 5px 16px;outline: 0px;max-width: 100%;text-align: left;line-height: 1.5em;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="outline: 0px;max-width: 100%;font-family: -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;font-size: 45px;letter-spacing: 0px;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">02&nbsp;</span></strong><span style="outline: 0px;max-width: 100%;font-size: 15px;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="outline: 0px;max-width: 100%;font-family: -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;letter-spacing: 1px;color: rgb(117, 117, 118);visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">@</span></strong><strong style="outline: 0px;max-width: 100%;font-family: -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;letter-spacing: 1px;color: rgb(117, 117, 118);visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">urasr</span></strong></span></section><section style="margin: 5px 16px;outline: 0px;max-width: 100%;text-align: left;line-height: 1.5em;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="outline: 0px;max-width: 100%;font-family: -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;letter-spacing: 0.5px;font-size: 16px;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;color: rgb(136, 136, 136);letter-spacing: 3px;font-family: Optima-Regular, PingFangTC-light;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">—</span></strong></section></section><section style="margin-right: 16px;margin-bottom: 5px;margin-left: 16px;white-space: normal;outline: 0px;max-width: 100%;text-align: left;color: rgb(0, 0, 0);letter-spacing: 0.5px;font-family: Optima-Regular, PingFangTC-light;font-size: 16px;background-color: rgb(255, 255, 255);visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;font-size: 18px;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="outline: 0px;max-width: 100%;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;letter-spacing: 1px;color: rgb(51, 51, 51);text-align: justify;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">社会身份</span></strong></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">5年前,沈阳购房者主要以基层职员为主,反映出大量刚需客户安居行为,以及置业门槛的惠民性,</span><span style="font-size: 16px;color: rgb(0, 122, 170);"><strong>5年来,个体工商户连年增长,占比超过30%</strong></span><span style="font-size: 16px;">。教师、医生及事业单位、公务员人群一直都在,份额保持在15%。</span></section><section style="margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-backh="306" data-backw="366" data-cropselx1="0" data-cropselx2="546" data-cropsely1="0" data-cropsely2="457" data-ratio="0.8360655737704918" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIwojjNWVicP7U4LRAkL7mTKgWLAtQOzic81svZHUuhKFQjKk0dcA2RWj0LRV3GzOeNBFIibw6CCOBw0g/640?wx_fmt=png" data-type="png" data-w="366" style="width: 547px;height: 457px;" /></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section data-role="paragraph" style="margin-bottom: 0px;white-space: normal;outline: 0px;max-width: 100%;box-sizing: border-box;color: rgb(34, 34, 34);font-family: system-ui, -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;letter-spacing: 0.544px;background-color: rgb(255, 255, 255);visibility: visible;overflow-wrap: break-word !important;"><section style="margin: 5px 16px;outline: 0px;max-width: 100%;text-align: left;line-height: 1.5em;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="outline: 0px;max-width: 100%;font-family: -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;font-size: 45px;letter-spacing: 0px;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">03&nbsp;</span></strong><span style="outline: 0px;max-width: 100%;font-size: 15px;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="outline: 0px;max-width: 100%;font-family: -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;letter-spacing: 1px;color: rgb(117, 117, 118);visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">@</span></strong><strong style="outline: 0px;max-width: 100%;font-family: -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;letter-spacing: 1px;color: rgb(117, 117, 118);visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">urasr</span></strong></span></section><section style="margin: 5px 16px;outline: 0px;max-width: 100%;text-align: left;line-height: 1.5em;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="outline: 0px;max-width: 100%;font-family: -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;letter-spacing: 0.5px;font-size: 16px;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;color: rgb(136, 136, 136);letter-spacing: 3px;font-family: Optima-Regular, PingFangTC-light;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">—</span></strong></section></section><section style="margin-right: 16px;margin-bottom: 5px;margin-left: 16px;white-space: normal;outline: 0px;max-width: 100%;text-align: left;color: rgb(0, 0, 0);letter-spacing: 0.5px;font-family: Optima-Regular, PingFangTC-light;font-size: 16px;background-color: rgb(255, 255, 255);visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;font-size: 18px;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="outline: 0px;max-width: 100%;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="font-size: 18px;outline: 0px;max-width: 100%;letter-spacing: 1px;color: rgb(51, 51, 51);text-align: justify;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">置业主张</span></strong></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">疫情以来,客户的置业动机越来越纯粹。</span><span style="font-size: 16px;color: rgb(0, 122, 170);"><strong>投资从少数变为极少数</strong></span><span style="font-size: 16px;">。</span></section><section style="margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-backh="170" data-backw="368" data-cropselx1="0" data-cropselx2="368" data-cropsely1="0" data-cropsely2="170" data-ratio="0.46167883211678834" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIwojjNWVicP7U4LRAkL7mTKgehWKvaaaicTYE2YO2uVL0b8vviccByFDRgq18F8pnHQxW0MnlG14hsbg/640?wx_fmt=png" data-type="png" data-w="548" style="width: 100%;height: auto;" /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="color: rgb(0, 122, 170);"><strong><span style="font-size: 16px;">住不下,是沈阳购房者最显著的置业动机,上学仍是强势置业目的</span></strong></span><span style="font-size: 16px;">。硬件改善尤为重要,但很多人的注意力从房屋本身逐渐转移到小区。</span></section><section style="margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-backh="238" data-backw="546" data-cropselx1="0" data-cropselx2="546" data-cropsely1="0" data-cropsely2="238" data-ratio="0.4351145038167939" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIwojjNWVicP7U4LRAkL7mTKgziamlOWlZnzZgeL7peniaaXwIkGEiahpdcibWqiaT6AIDQibmZIuNibU0amdw/640?wx_fmt=png" data-type="png" data-w="655" style="width: 100%;height: auto;" /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">企业突如其来爆雷,购房者小心翼翼避雷,</span><span style="font-size: 16px;color: rgb(0, 122, 170);"><strong>品牌从很重要,变成不可缺少的保障性底线性指标</strong></span><span style="font-size: 16px;">,是2022年沈阳购房者置业主张最突出的特征。</span></section><section style="margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-backh="127" data-backw="546" data-cropselx1="0" data-cropselx2="546" data-cropsely1="0" data-cropsely2="127" data-ratio="0.2330335241210139" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIwojjNWVicP7U4LRAkL7mTKgzG0GYZWIygX37AicAkl5xnGqf6UU4ib0VKDT1aRYMo2IWib0oJag01CNA/640?wx_fmt=png" data-type="png" data-w="1223" style="width: 100%;height: auto;" /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">城镇化持续提速,</span><span style="font-size: 16px;color: rgb(0, 122, 170);"><strong>人们从唯地段论走出来</strong></span><span style="font-size: 16px;">,特别是老沈阳人,逐步破除老城区的迷信,接受新城区。购房评判标准转向对微环境便利度、产品设计、品牌三位一体的综合考量体系。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section data-role="paragraph" style="margin-bottom: 0px;white-space: normal;outline: 0px;max-width: 100%;box-sizing: border-box;color: rgb(34, 34, 34);font-family: system-ui, -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;letter-spacing: 0.544px;background-color: rgb(255, 255, 255);visibility: visible;overflow-wrap: break-word !important;"><section style="margin: 5px 16px;outline: 0px;max-width: 100%;text-align: left;line-height: 1.5em;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="outline: 0px;max-width: 100%;font-family: -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;font-size: 45px;letter-spacing: 0px;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">04&nbsp;</span></strong><span style="outline: 0px;max-width: 100%;font-size: 15px;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="outline: 0px;max-width: 100%;font-family: -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;letter-spacing: 1px;color: rgb(117, 117, 118);visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">@</span></strong><strong style="outline: 0px;max-width: 100%;font-family: -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;letter-spacing: 1px;color: rgb(117, 117, 118);visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">urasr</span></strong></span></section><section style="margin: 5px 16px;outline: 0px;max-width: 100%;text-align: left;line-height: 1.5em;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="outline: 0px;max-width: 100%;font-family: -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;letter-spacing: 0.5px;font-size: 16px;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;color: rgb(136, 136, 136);letter-spacing: 3px;font-family: Optima-Regular, PingFangTC-light;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">—</span></strong></section></section><section style="margin-right: 16px;margin-bottom: 5px;margin-left: 16px;white-space: normal;outline: 0px;max-width: 100%;text-align: left;color: rgb(0, 0, 0);letter-spacing: 0.5px;font-family: Optima-Regular, PingFangTC-light;font-size: 16px;background-color: rgb(255, 255, 255);visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;font-size: 18px;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="outline: 0px;max-width: 100%;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="font-size: 18px;outline: 0px;max-width: 100%;letter-spacing: 1px;color: rgb(51, 51, 51);text-align: justify;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">客户特征</span></strong></span></section><section style="margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 16px;">(一)刚需</span></strong><span style="font-size: 16px;"></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">今日的刚需,空间分布上更集中在西北三环。价格天花板难以逾越,对社区微环境的需求高于居住空间。尽管空间有限,仍希望有大客厅和大厨房。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">他们的日常消费水平在全市也属于中等水平,对基本生活配套有比较苛刻的要求。最大的变化在于,</span><span style="font-size: 16px;color: rgb(0, 122, 170);"><strong>今日之刚需客户对样子货的需求和5年前不同,颜值是很敏感的要素</strong></span><span style="font-size: 16px;">。无论是室内风格,还是小区绿化。</span></section><section style="margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-backh="407" data-backw="536" data-cropselx1="0" data-cropselx2="536" data-cropsely1="0" data-cropsely2="407" data-ratio="0.7593283582089553" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIwojjNWVicP7U4LRAkL7mTKgfH4D3b3QaiatTeQjHKy8t9EQk7iaeicWTZLk6kd6QcqXiaGZZ8Uxm3tkHw/640?wx_fmt=png" data-type="png" data-w="536" style="width: 100%;height: auto;" /></section><section style="margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 16px;">(二)首改</span></strong><span style="font-size: 16px;"></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">首改是沈阳购房者的主要成分。这类客户分散在城市东西南北,地缘依赖度逐年下降。他们的置业主张是万无一失。</span></section><section style="margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-backh="346" data-backw="320" data-cropselx1="0" data-cropselx2="546" data-cropsely1="0" data-cropsely2="590" data-ratio="1.0809628008752736" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIwojjNWVicP7U4LRAkL7mTKgULPibwu9Ntd5TlHlfa04NujRrKZgAHc8ooHLWMqZLvBzqVXkWmb4KIQ/640?wx_fmt=png" data-type="png" data-w="457" style="width: 546px;height: 590px;" /></section><ol class="list-paddingleft-1" style="list-style-type: decimal;"><li><section style="margin-left: 16px;margin-right: 16px;"><span style="color: rgb(0, 122, 170);"><strong><span style="font-size: 16px;">财力更宽裕</span></strong></span><span style="font-size: 16px;">,但历史购房经验让他们对产品的宽容度偏低;</span></section></li><li><section style="margin-left: 16px;margin-right: 16px;"><span style="color: rgb(0, 122, 170);"><strong><span style="font-size: 16px;">对交付风险零容忍</span></strong></span><span style="font-size: 16px;">,无论是开发商品牌,还是各种建材和电器品牌,都寄希望于品牌保障下的均好性;</span></section></li><li><section style="margin-left: 16px;margin-right: 16px;"><span style="color: rgb(0, 122, 170);"><strong><span style="font-size: 16px;">高度关注安全性</span></strong></span><span style="font-size: 16px;">,包括人身和财产安全,都有比较高的防范意识。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"></span></section></li></ol><section style="margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 16px;">(三)再改</span></strong><span style="font-size: 16px;"></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">再改是塔顶的少数派,尽管在交付风险面前,也需要品牌实力背书。</span></section><section style="margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-backh="407" data-backw="501" data-cropselx1="0" data-cropselx2="501" data-cropsely1="0" data-cropsely2="407" data-ratio="0.812375249500998" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIwojjNWVicP7U4LRAkL7mTKgicVRYGLBZU6AeiaJ8eS3J8J9icNrzic1ggwDEnFvmfiagN6LiajqZ2vO0ELA/640?wx_fmt=png" data-type="png" data-w="501" style="width: 100%;height: auto;" /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">差别在于</span><span style="font-size: 16px;color: rgb(0, 122, 170);"><strong>再改</strong></span><span style="font-size: 16px;color: rgb(0, 122, 170);"><strong>预算更充足,置业心态更松弛</strong></span><span style="font-size: 16px;">,对户型和小区这些干货保持高度聚焦,相信优质优价。他们需要一个设备齐全,颜值过硬的厨房,为了空间更通透敞亮不抵触“消耗面积”,只要实用他们乐于体验各种新设计。</span></section><section style="margin-left: 16px;margin-right: 16px;text-align: center;"><span style="font-size: 16px;"><span style="color: rgb(136, 136, 136);font-family: system-ui, -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;font-size: 12px;letter-spacing: 0.544px;text-align: center;background-color: rgb(255, 255, 255);">· 总结 ·</span></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">不同人群见识、经历、能力不同,对产品的需求会呈现差异,研究实践中我们往往会更精细地细分需求。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">2022年,买房、换房不再是大众行为,低财富者日渐出局,昨日之刚需不再是今日之刚需,人们非必要不买房,非必要不改善,购房决策更审慎。</span></section><section style="margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-backh="172" data-backw="390" data-cropselx1="0" data-cropselx2="390" data-cropsely1="0" data-cropsely2="172" data-ratio="0.441834451901566" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIwojjNWVicP7U4LRAkL7mTKgXKZficdHX1AIyddvToOEzkjAb1sMrsNffVhAGzMPHuT5V0HceRJon1g/640?wx_fmt=png" data-type="png" data-w="894" style="width: 100%;height: auto;" /></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">在11月开展的市场调研中,90%以上的被访者将在2023年置业,他们中绝大多数相信,房价不会明显下跌,也不会明显上涨。2023年已经到来,让我们共同验证这一预判吧。</span></section><section data-role="paragraph" style="white-space: normal;box-sizing: border-box;margin-bottom: 0px;"><section style="max-width: 100%;font-family: -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;letter-spacing: 0.544px;white-space: normal;background-color: rgb(255, 255, 255);box-sizing: border-box !important;overflow-wrap: break-word !important;"><section style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"><p style="text-align: center;max-width: 100%;min-height: 1em;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="color: rgb(123, 127, 131);font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;font-size: 12px;letter-spacing: 0.544px;text-align: center;caret-color: rgba(0, 0, 0, 0);background-color: rgb(255, 255, 255);">///</span></p><p style="text-align: center;max-width: 100%;min-height: 1em;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="background-color: rgb(136, 136, 136);color: rgb(255, 255, 255);font-family: PingFangTC-Light;font-size: 12px;letter-spacing: 0.544px;caret-color: red;">&nbsp;-&nbsp; 小程序 -&nbsp;</span><br /></p></section></section><section style="margin-right: 8px;margin-left: 8px;max-width: 100%;white-space: normal;letter-spacing: 0.544px;background-color: rgb(255, 255, 255);font-family: -apple-system-font, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;text-align: center;min-height: 1em;line-height: 1.75em;overflow-wrap: break-word !important;box-sizing: border-box !important;"><span style="max-width: 100%;color: rgb(127, 127, 127);font-family: PingFangTC-Light;font-size: 12px;letter-spacing: 0.544px;caret-color: rgb(255, 0, 0);overflow-wrap: break-word !important;box-sizing: border-box !important;">&nbsp;·</span><span style="max-width: 100%;color: rgb(127, 127, 127);font-family: PingFangTC-Light;font-size: 12px;letter-spacing: 0.544px;caret-color: rgb(255, 0, 0);overflow-wrap: break-word !important;box-sizing: border-box !important;">「禾略问答」</span><span style="max-width: 100%;color: rgb(127, 127, 127);font-family: PingFangTC-Light;font-size: 12px;letter-spacing: 0.544px;caret-color: rgb(255, 0, 0);overflow-wrap: break-word !important;box-sizing: border-box !important;">·</span></section><p><a class="weapp_image_link js_weapp_entry" data-miniprogram-appid="wxf051804df9944e68" data-miniprogram-path="pages/index/index" data-miniprogram-nickname="禾略问答" href="" data-miniprogram-type="image" data-miniprogram-servicetype="" href=""><img class="rich_pages wxw-img" data-ratio="0.33830455259026687" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIxgXqtJ7x2ATMbtIm1oBmTM5cLtzxaHKiaJINP1DiaedwSS8oUuQadhFxpcXZiaWxTvWyWxXichXeiaGHw/640?wx_fmt=png" data-type="png" data-w="1274" style="" /></a></p><section style="margin-right: 8px;margin-left: 8px;max-width: 100%;letter-spacing: 0.544px;white-space: normal;background-color: rgb(255, 255, 255);font-family: -apple-system-font, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;text-align: center;min-height: 1em;line-height: 1.75em;box-sizing: border-box !important;overflow-wrap: break-word !important;"><br /></section><section style="margin-right: 8px;margin-left: 8px;max-width: 100%;letter-spacing: 0.544px;white-space: normal;background-color: rgb(255, 255, 255);font-family: -apple-system-font, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;text-align: center;min-height: 1em;line-height: 1.75em;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;caret-color: red;color: rgb(127, 127, 127);font-family: PingFangTC-Light;font-size: 12px;box-sizing: border-box !important;overflow-wrap: break-word !important;">&nbsp;·<span style="max-width: 100%;font-size: 12px;color: rgb(127, 127, 127);font-family: PingFangTC-Light;letter-spacing: 0.544px;text-align: center;caret-color: rgb(255, 0, 0);background-color: rgb(255, 255, 255);">「HotTina」</span>·</span><br /></section></section><section data-role="paragraph" style="white-space: normal;margin-bottom: 0px;"><section style="text-align: center;margin-left: 8px;margin-right: 8px;"><a class="weapp_image_link js_weapp_entry" data-miniprogram-appid="wxdcdd1e610d71ae74" data-miniprogram-path="pages/serch/serch" data-miniprogram-nickname="HotTina" href="" data-miniprogram-type="image" data-miniprogram-servicetype="" href=""><img class="rich_pages wxw-img" data-backh="120" data-backw="389" data-ratio="0.30973451327433627" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIxBKiaQNH3yAajSVKNDghYCq5gnROOAWjmdwIqhP9gBLpU9iaicBb19EGQVKpTzeP0lOXYyF5icG1y74Q/640?wx_fmt=png" data-type="png" data-w="791" style="width: 100%;height: auto;" /></a></section><p style="text-align: center;"><span style="color: rgb(123, 127, 131);font-family: -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;font-size: 12px;letter-spacing: 0.544px;text-align: center;background-color: rgb(255, 255, 255);"><br /></span></p><p style="text-align: center;"><span style="color: rgb(123, 127, 131);font-family: -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;font-size: 12px;letter-spacing: 0.544px;text-align: center;background-color: rgb(255, 255, 255);"><span style="color: rgb(127, 127, 127);font-family: PingFangTC-Light;font-size: 12px;letter-spacing: 0.544px;text-align: center;caret-color: rgb(255, 0, 0);background-color: rgb(255, 255, 255);">*</span></span></p><p style="text-align: center;"><span style="color: rgb(123, 127, 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data-w="226" data-width="50px" height="71" width="50px" style="box-sizing: border-box;width: 50px;" /></p></section></section></section><section data-role="layout" data-width="20%" style="box-sizing: border-box;width: 115.594px;"><section data-role="layout-inner"><section data-role="paragraph"><p style="text-align: center;"><img class="rich_pages wxw-img" data-backh="47" data-backw="47" data-ratio="1" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIy3kArrxGazyPIK26bO7zZficyibw72OWmSMvgNNjSWoDHlf7aSgplp7dtCDAEFtJKHBnC8qaLHSIeQ/640?wx_fmt=png" data-type="png" data-w="300" data-width="50px" style="box-sizing: border-box;z-index: -1;cursor: pointer;color: rgb(0, 0, 0);caret-color: rgb(255, 0, 0);width: 50px;font-family: 微软雅黑, &quot;Microsoft YaHei&quot;, Arial, sans-serif;max-inline-size: 100%;overflow-wrap: break-word !important;outline: none 0px !important;visibility: visible !important;" width="50px" /></p></section></section></section><section data-role="layout" 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SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;letter-spacing: 0.544px;background-color: rgb(255, 255, 255);text-align: right;line-height: 1.75em;overflow-wrap: break-word !important;"><span style="max-width: 100%;color: rgb(89, 89, 89);letter-spacing: 1.5px;text-align: center;-webkit-text-stroke-width: 0.2px;font-size: 12px;font-family: 微软雅黑, &quot;Microsoft YaHei&quot;;box-sizing: border-box !important;overflow-wrap: break-word !important;">SPECIAL THANKS</span></section><section style="margin-right: 8px;margin-left: 8px;max-width: 100%;box-sizing: border-box;font-family: -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;letter-spacing: 0.544px;background-color: rgb(255, 255, 255);text-align: right;line-height: 1.75em;overflow-wrap: break-word !important;"><span 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