2. Problems
• Only 15.7%of tenants who aged from 20-30 are satisfied with rental process
• Nearly 85%of tenants say that they had conflicted with landlords
• 63% of tenants have been deceived by brokers
• 74%of tenants have quarrels with their unsatisfactory roommates
3. Problems
Deceived by brokers
36%
unreasonable landlords
29%
unsatifactory roommates
28%
others
7%
What do you worry about most during renting peocess?
Deceived by brokers
unreasonable landlords
unsatifactory roommates
others
Top 3 problems:
• Unreliable brokers
• Unreasonable landlords
• Unsatisfactory roommates
5. Brand name and logo
Name: Welife
• Well life
• Life is norm form of live : we live
• A unique lifestyle
• Vitality
• A special experience during one’s
life
Logo:
• Yellow: joy, happiness and wisdom
• Brown: relates to quality, comfort
• puzzle represents the concept of
community
• Identifies what is Welife
7. Market Analysis
Floating population
Those who are in the area but do not live there permanently and are
not considered part of the official census count
0
50
100
150
200
250
300
1987 1990 1995 2000 2005 2010 2015
Floating Population（million）
• 2015: 253 million in China
• 99.6 million in Shanghai
• 70% of them rent apartment
8. Rent Analysis
Beijing Shanghai Shenzhen Xiamen Qindao Hangzhou Guangzhou Dalian TianjinFuzhou
Average Rent
Increase rate compared with that of last year
9. Tenant Analysis
4%
54%
32%
10%
3%
64%
25%
8%
0%
10%
20%
30%
40%
50%
60%
70%
0-19 20-25 26-30 31+
Rent Apartment
B.S.G.S Others
7%
30%
26%
21%
10%
3%3%
Percent of renters
$0-333
$334-667
$668-1000
$1001-1667
$1668-2500
$2501-3333
$3334+
• 76% aged from 20-30
• 47% salary: $668-1667 per month
• 30% will change apartments in 0.5-1 year
• 88% ideal commute time: 0-30min
period 0-3 months 3-6 months 0.5-1 year 2 years 2+ years
Series1 0 4% 8% 30% 11% 25%
0 4%
8%
30%
11%
25%
AxisTitle
How long will you change the rental
apartment?
0-15 min
50%
15-30 min
38%
30-60 min
10%
1 + hour
2%
Ideal commute time
0-15 min
15-30 min
30-60 min
1 + hour
10. Target Customers
• Age: 20-30 years
• Salary: $12,000
• Gender: males and females
• Education level: bachelor’s degree or higher
• Look for rental apartments
• Social and like making friends
• Enjoy a healthy and unique lifestyle
15. Pop-up container house
Pop-up house made by container
Show around in City in launch month
& in universities before and during
graduation season
• Social media, Wechat blogs
• Shoot video and upload in Youku
17. Pop-up bedrooms in subway
• March
• A week
• Express：Comfort, convenient
• Social media(#), Wechat blogs
• Shoot video and upload in Youku
18. SWOT
Strength:
Excellent understand of the target market
Community environment
High quality and services provided
Weakness:
Lack of employees due to the limited budget
As a start up, Welife has low brand awareness
Opportunities:
New market
The increasing price of apartments is extremely high
so that the need of renting increases
Threats:
New competitors in the market
New real estate policy which will affect the market
