The new formula for young people to buy a house, three words.
The Real Estate Market with Opposite Extremes
On December 15, on Caogezhuang South Road in Mentougou, Beijing, the roadsides were filled with vehicles, and people were hurrying in one direction, making one think that a popular online store had opened, attracting so many consumers.
After asking around, I learned that it was the opening of a project called Dianjian · Chang'an Huaxifu in the surrounding area, and everyone was here to buy a house and draw lots. Most of the people who came to draw lots were young people, some came with their significant others, and some came with their parents.
The on-site competition was unexpectedly fierce. An employee in charge of the lottery told me that at the beginning of the lottery site, only 1,208 chairs were placed, and they were all filled in less than half an hour. Later, they had to urgently contact the event company and add another 150 chairs. But it was still a drop in the bucket, and many people could only stand on both sides, waiting for the lottery.
The house selection site of Dianjian · Chang'an Huaxifu
Wang Chang was one of them. At first, seeing so many people, he was a bit surprised, but he didn't take it to heart. He guessed, could so many people be house托儿? But when he hadn't been drawn until the 400th number, he panicked. What if his desired house was snatched by others?
The scene of buying a house by lottery actually gives a sense of drawing one's own "life blind box".
In less than three hours, the first batch of houses in this real estate project was announced to be sold out. At the end of the opening, a salesperson returned to the marketing center and saw that there were more than 100 groups of customers downstairs, eating takeout while trying to wait to see if there would be any remaining houses for sale.
This salesperson said that some customers waited until 2 am that day, and were crying in the marketing center because they didn't choose the ideal apartment type or floor, and even pleaded in front of everyone, "Is there any more? I want to buy."
There are actually houses that can be so popular, even to the point where it is difficult to get one. In the real estate market in 2024, this is a rare thing.
After all, more and more young people would rather rent a big house than spend millions to buy an old and dilapidated big house, or squeeze into a small house of more than 30 square meters for a degree.
After being urged by her parents to buy a house, Xin Xin has also been looking at houses for three years, from the city center to the suburbs, from small apartments to large apartments, including new real estate and second-hand houses. Although she has also seen some houses that meet her psychological expectations in all aspects, Xin Xin still dare not make a decision easily. What if the house price drops in the future? What if there are better real estate projects in the future? What if she loses her job and can't afford the mortgage?
Still from "A Small Life", source from the Internet
She decided to wait and see for a while, and, "There's nothing wrong with living in a rental house."
It's not just Xin Xin. A series of data also indicate that consumers' enthusiasm for buying houses is cooling down - The Jinglou Sales Ranking once released the "2024 Beijing Real Estate Market Transaction Ranking General List", showing that in 2024, the new supply of commercial residential houses in Beijing was 32,102 units, a year-on-year decrease of 23.30%; the transaction volume was 37,178 units, a year-on-year decrease of 26.82%; the transaction area was 4.7229 million square meters, a year-on-year decrease of 24.16%; the transaction average price was 56,855 yuan/square meter, a year-on-year decrease of 5.62%; the transaction amount was 268.519 billion yuan, a year-on-year decrease of 28.43%; and the current inventory was 69,532 units.
It can be seen that young people have to consider more when it comes to buying a house or not.
However, young people are not completely not buying houses. In the real estate market in 2024, many star real estate projects with an annual transaction amount of more than 3 billion yuan were born in Beijing. On social media, there are also young people sharing their ideas of buying a house and getting on the shore.
Watching young people reduce their enthusiasm for buying houses on the one hand, and fiercely compete for apartment types on the other hand, we can't help but wonder why such a phenomenon of opposite extremes appears in the real estate market?
The Upgrade from Cost Performance to Emotional Cost Performance
In the matter of buying a house, the purchasing standards of young people are becoming more and more strict.
Cost performance is their most basic consideration.
Some people will do their homework in advance before buying a house, summarize the real estate projects with the highest cost performance shared by netizens, and conduct targeted on-site investigations; some people summarize the house information to deepseek and let it analyze whether the house is worth buying; and some people have specially created a house scoring form in order to find the house with the highest cost performance -
In 2021, Zhang Lei, whose work has stabilized, has the intention to buy a house in Beijing. In the past three years, she has looked at dozens of houses. Every time she looks at a real estate project, she will open her excel form, score and compare it from multiple dimensions such as supporting facilities, geographical location, house design, and community environment, and divide the total score by the unit price to calculate the cost performance coefficient. Finally, with the financial support of her parents, she bought a "king of cost performance". She shared her house purchase ideas on social media, attracting many young people who want to buy a house, and they asked for the scoring form in the comment area one after another.
The popular house purchase form on social media
Behind the precise calculation is the young people's persistence and pursuit of the cost performance of the house.
However, with the frequent fluctuations in the real estate market and changes in consumer sentiment, young people who want both have upgraded this house purchase formula.
Recently, "Post-wave Research Institute" released a "2024 Annual 'Consumption Upgrade' Report". We found that this generation of young people is both stingy and willing to spend a lot of money, and the motivation for them to spend a lot of money is to pay for the experience and pay for happiness.
That is to say, when consuming, young people no longer only consider the price advantage, but are more inclined to measure the satisfaction, love value, comfort and other emotional energies that they can obtain from it. This new standard can also be defined as a new consumer attitude - "Emotional Cost Performance", which is the ratio between the comprehensive cost invested to obtain a certain emotional experience or emotional connection and the emotional satisfaction it brings.
And in the matter of buying a house, as the aspect of the house as an investment target is increasingly weakened, the aspect of it as a large consumer good is increasingly strengthened.
For more and more young people, for this large consumer good of the house, cost performance is of course what they want, but at the same time, the emotional cost performance that a house has is what they value more.
Lily, who works in a large company, also decided to buy a house last year. She looked at several new houses with lower prices in Haidian and Shijingshan. Some selling points are that it is only 1 kilometer away from the subway, some are that it is a预备役 school district house, and some are that the surrounding supporting facilities are complete. Looking around, although the houses are not bad, Lily always has no urge to buy. Until she heard the landlord introduce in a second-hand house that the bedroom is equipped with a panoramic floor-to-ceiling window, and every spring and summer, you can see the sea of flowers downstairs from the bedroom, just like a Monet painting. Lily was moved. She sighed that what she wants is not just a house, but the poetic concretization that can "save her life" every day when she pushes open the window.
Like Lily, the purchasing decisions of more and more young people are experiencing a paradigm shift from "appreciation space" to "emotional field". On social media, you can see that many young people have made the decision to buy a house because of the sunny large bay windows, small yards, the warm design of the coffee corner and bar counter, and the fireworks of the open kitchen.
The coffee corner and sideboard in the model room of Dianjian · Chang'an Huaxifu
Asset appreciation is a matter for the future. Of course, it is good to have it. But the pursuit of the concrete expression of emotional value is a matter that is close at hand, and they are more eager to achieve unlimited self-enjoyment within the limited ability range.
In their hearts, an upgraded and iterative house purchase calculation logic has been generated.
Li Xin, who is 32 years old, and her husband originally planned to buy a second-hand school district house built in 2000 in Haidian at 80,000 yuan per square meter. The couple calculated an account. If the couple could live in this 40-square-meter house for more than 40 years, it is equivalent to spending 219 yuan per day to buy educational anxiety. Instead of this, it is better to buy a house outside the Fifth Ring Road at more than 40,000 yuan per square meter, and the remaining difference is more than enough to send the child to an international school. There is also the geographical advantage of being able to take the child camping around every week and get in touch with nature, and the emotional value and life experience are full.
"The house should not be a cage that squeezes three generations of people, but a container that loads the possibilities of life." Li Xin said, In the choice of the house, she began to calculate the value of the house with "emotional cost performance" and became a full-fledged experientialist.
Like Li Xin, more and more young people are beginning to regard the house as an emotional carrier rather than an asset symbol, and a competition about the "emotional cost performance" of the house has already come.
The Real Estate Enters the Era of "Emotional Cost Performance"
In this era wrapped in uncertainty, young people also have a new definition of the house.
What they long for is no longer a physical space surrounded by four walls, but a spiritual home where they can press the pause button at any time.
It is also by observing the changes in the needs of young people. When traditional developers are still using "low-price promotions" and "school district premiums" as selling points, China Power Construction Real Estate has initiated a new upgrade of "living value".
Take the popular Dianjian · Chang'an Huaxifu as an example, Here, young people can experience the "15-minute emotional supply circle". The Anshang subway station with a straight-line distance of only 350 meters can easily relieve commuting anxiety; Zhongjun World City and Longfor Chang'an Tianjie, which can be reached within 10 minutes, ensure that there is no lack of daily necessities; within a 15-minute drive to the Shougang Park, cafes and parks are all available, and the spiritual home is right beside you.
Here, young people can get a "long-term life partner". The light luxury design and the supporting garden allow young people who are struggling in the CBD, industrial parks, and high-rise buildings during the day to switch to a calm and leisurely state after returning home and live a modern and comfortable life.
Here, young people can find an "all-round and fully equipped home". It not only innovatively expands the indoor scale and improves the space utilization rate, but also is full of sincerity and gives you a fully furnished decoration when you first meet; it also uses spatial ingenuity to provide young people with ultimate storage, so that every spiritual sustenance and every interest and dream of young people can be carried and realized.
Here, young people can easily realize the "dream life scene". The 270-degree corner floor-to-ceiling window allows you to see the Western Hills as soon as you open your eyes; the small apartment can also realize the free choice between two-bedroom and three-bedroom, helping you to switch freely between the "two-person world" and the "three-person family". Every design responds to the young people's concrete desire for "poetry and the distance".
It can be said that China Power Construction Real Estate has also reconstructed the value formula of a house. It uses a pricing of 50,000 yuan per square meter to pour out emotional value that exceeds 50,000 yuan and creates a quality of life that is more than 50,000 yuan. When having cost performance has become the basic operation in the real estate market, China Power Construction Real Estate provides young people with a good house with both cost performance and "emotional cost performance".
In the model room of Dianjian · Chang'an Huaxifu, the 270-degree corner floor-to-ceiling window surrounded by sunlight and beautiful scenery
Through Dianjian · Chang'an Huaxifu, China Power Construction Real Estate has reconstructed the real estate value evaluation system, prompting the industry to re-examine the weight of factors such as product power, life concept, and emotional value on the value balance. It has become a pioneer in providing consumers with "emotional cost performance" houses and successfully led the real estate industry into the wave of "emotional cost performance" competition.
When the traditional living needs can be fully met, "emotional