The housing rental brand index soared in November。The average brand index of the top 100 brands is 8216, up 22 from the previous month9%。Judging from the subdivision list, the popularity of foreign-funded background brands has risen, and global brands and talent apartment brands have performed prominently. Brands launched activities such as "Double 11" rent reduction, rent-free coupons, and rental renewal to receive shopping cards to increase brand awareness and lease renewal rate.
The following is an exclusive release from Milestone Research Institute"November 2023 Top 100 Housing Rental Brand Influence (MBI) List".。This monthGuanyu, Boyu, Chengtou Kuanting, Lehu Apartment, Woqu Apartment, Lingyu, Rubik's Cube Apartment, One Apartment, Ziru and Fangyu ApartmentEntered the top 10 of the list. In this month's top 100 list, 41 brands have risen in brand rankings month-on-month55 brands saw their brand rankings decrease month-on-month;The brand rankings of the three brands remained unchanged from the previous month;1 new brand on the list.
1. This month's top 100 list
This month, the TOP10 brands on the list have changed little and are relatively stable as a whole, with Fangyu Apartment among the TOP10, and the ranking of Chengtou Kuanting has increased significantly from the previous month, jumping from the tenth to the third。In terms of new store openings, three stores of Poltton International Apartment opened this month, namely Heyuan Jianji Shopping Plaza Store, Foshan Shunde Happy Coast Plus Store, and Huizhou Huiyang High-speed Railway Station StoreVanke's Anting New Town @home Aizhu Apartment was officially put into operation, launching 246 rental housing units, and the project is an old renovation projectThe "Huizhi Youchao International Leasing Community" under China Resources Youchao was opened in Shanghai, with 2,647 unitsGuoda Group's long-term rental apartment project was first put on the market.
2. Interpretation of the list
In November, the average brand index of the top 100 housing rental brands was 8216, up 22 from the previous month9%；The industry average is 2204, up 1975%。This month, although the market is in the traditional off-season, major brands have vigorously launched preferential activities around the "Double 11", and the brand influence has rebounded significantly.
3. Segment the performance of the list
1) Segmentation of background brand performance: The popularity of foreign-funded background brands is rising, and Yanlord Park Avenue focuses on the "hotel + apartment" track
This month's index of foreign-backed brands grew the fastest, with Argyle Residences, Yanlord Park Avenue and Ascott Serviced Apartments ranking among the top three foreign-backed brands。Among them, Yanlord Land officially launched the Yanlord Park Avenue wine management brand, opening a new pattern of "hotel + apartment" asset-light model development. Yanlord Parkway's four newly released product lines are Glan Parkway (luxury five-star), Yanlord Parkway (mid-to-high-end), Yanlord Parkway (lifestyle), and Yanlord Pai (international rental community), covering different market segments from light luxury to high-end, from business to rental community. It not only demonstrates the brand diversification of Yanlord Parkway, but also Yanlord's active investment in the development prospects of China's accommodation market.
2) Subdivided regional brand performance: The global brand performance is outstanding, and Jingli Apartment Hotel has embarked on a new journey
From the perspective of the comprehensive regional housing rental brand index, the global brand index increased significantly this month。Among them, the grand opening of Jingli Apartment Hotel Wuhan International Plaza has the dual characteristics of apartments and hotels, creating a new era residence with both hotel space texture and exclusive services, as well as a sense of long-term apartment life, filling the gap in the local market for mid-to-high-end apartment demand.
3) Subdivided theme brand performance: Talent apartments rose first, and Southeast Youth Hui organized a number of special meetings
From the perspective of the subdivided theme brand index, the influence of various theme brands increased month-on-month, among which the talent apartment rose first。The Southeast Youth Association organized a number of special meetings, including the "Fire Safety Month" emergency drill, the annual safety production knowledge competition, and the discussion on the upgrade plan of smart apartments. The "Fire Safety Month" emergency drill and the annual safety production knowledge competition have effectively improved the safety awareness of store staff, enhanced the sense of security of residents, and laid a solid foundation for creating a harmonious, safe and stable apartment environment.
Fourth, the dimension of brand segmentation
1) Search focus: Cotton Apartments
The top 10 brands in this month's search index are:Woqu Apartment, Lehu Apartment, Ziru, Lingyu, Rubik's Cube Apartment, Chengjia Apartment, Rongyu, Youkeyijia, One Apartment, Cotton Apartment。Among them, it is worth paying attention to:Cotton Apartments, the search index rose 95% month-on-month this month78%。
In November, the potential customers of cotton apartments were mainly concentrated in Jiangsu Province, accounting for more than eighty percentIn addition, Shaanxi, Beijing and Guangdong also account for a certain proportion. The age of the potential customer group of Cotton Apartment in China is mainly concentrated in 20-29 years old, accounting for nearly 69% of the age rangeThis is followed by 30-39 years old, which accounts for 20%;40-49 years old accounted for 7%;From the perspective of the proportion of different genders, male and female customers account for a balanced proportion, with each accounting for half.
2)**Focus on: Chengtou Kuanting
Judging from the ** index of housing rental brands, in November, the top 10 brands in the ** index were:Chengtou Kuanting, Guanyu, Boyu, One Apartment, Accord Apartment, Meiyu, Jingli Apartment, Fangyu Apartment, Lehu Apartment, Rubik's Cube Apartment。Among them, the ** index focuses on brands forChengtou Kuanting, with an index of 32233, ranking first in the ** index, with an increase of 137 month-on-month97%。
This month's **Release** of Chengtou Kuanting is mainly focused on Guosou News, News, NetEase News, Tencent News, Sina News, etc. At the beginning of the month, Shanghai City Insured Rental REITs were accepted, which attracted widespread attention. The product is sponsored by Shanghai Urban Investment Group, with two rental houses in Jiangwan Community and Guanghua Community as the underlying assetsIt is the first rental housing REIT accepted by the China Securities Regulatory Commission (CSRC) by a state-owned enterprise in Shanghai, and it is also the largest rental housing REITs officially declared in the whole marketGuotai Junan Urban Investment Kuanting Rental Housing REITs provide high-quality assets for the market, which is of great significance to building the rental housing sector in public REITs, and also injects value restoration confidence into the market.
3) Operational focus: Guanyu
The top 10 in this month's operating index are:Crown Residence, Bo Residence, Lingyu Residence, Bo Le Shi Service Apartment, Ziru, Rubik's Cube Apartment, Yue Yue Apartment, Nanshu Apartment, Xinpai Apartment, Gemdale Strawberry Community。Among them, the outstanding performance of the brand isCrownApartment, with an operating index of 20109, ranking first in the operation index.
The data shows that in November, the number of articles related to Guanyu was 10,120. This month, a number of stores across the country launched the "Double 11" super provincial and provincial festival preferential activities, including rent-free coupons, reimbursement of taxi fares for new customers, recommendation to win gifts, and renewal of rental to receive shopping cards, etc., so as to enhance brand popularity and lease renewal rate. In addition, Guanyu links up with the cargo lala service platform to create a one-stop service of renting + moving, and tenants can make an appointment for cargo lala moving service at any time in the Guanyu app or mini program.