Technology is the top factor
Gen Z is the term used to identify the group of young people born between the mid-1990s and early 2010s (approximately from 1997 to 2012). In Vietnam, this generation accounts for about 25% of the population and is a potential customer base for many industries.
With the ability to quickly grasp and be sensitive to technology trends, many Gen Z individuals have achieved early success and independence in life. The percentage of Gen Z customers owning real estate is increasing. However, this group of customers also sets higher standards when choosing housing.
Ky Tran (25 years old, owner of the Trân Mê Thái TikTok account) said that as a travel content creator for Thailand, he often travels abroad. Therefore, he is concerned about security measures when he is away from home. Tran prefers projects with Face ID security systems and smart cameras to prevent intrusion by strangers.
As a senior manager of a fashion brand, Ngọc Bích (27 years old) is interested in “smart home” features. Bích said that due to the busy schedule, she prioritizes handling all needs on mobile devices. When she returns to the apartment, she only needs to open the app to find available parking spaces or control electrical devices before entering the unit. Even services related to management fee payments or shopping from shophouses in the apartment complex can be operated directly on the app.
Compared to previous generations, Gen Z is particularly concerned about the technological aspect of the projects they choose. Customer behavior surveys show that Gen Z has a “enjoyment” factor, willing to pay higher costs for a convenient and modern living environment.
Understanding the psychology of Gen Z customers
The developer of Picity Sky Park project also revealed that the customer age group is trending younger. With Gen Z customers, the majority of inquiries about the project revolve around the technological aspect. This is also an advantage for Picity Sky Park in attracting many customers in this age group.
The percentage of customers in the Gen Z age group is increasing.
As an outstanding urban area at the gateway of Thu Duc City, Picity Sky Park applies various devices and integrated technology platforms to create an international standard living environment. The security and safety aspects are maximally ensured with the Face ID control system and AI cameras.
All entrances, utility areas, elevators, etc. are controlled by Face ID, ensuring security and preventing intrusion by strangers. AI cameras are densely installed in public areas to maintain security. With behavior analysis and instant alert notifications to the central operating system, the fast response team will promptly intervene if there are any suspicious individuals within the project area.
Scheduled apartment of Picity Sky Park attracts experiential customers.
In addition, the investor has collaborated with the leading Korean smart home brand Huyndai HT to provide this technology in each apartment. Residents can remotely control electrical devices, set up automatic device control scenarios according to their needs, answer video calls with the doorbell, issue OTP codes to allow access for family members when away from home easily.
Furthermore, the project’s management unit has developed software (app) synchronized with the modern devices of the investor. Residents can easily fulfill various needs on the app. From receiving notifications, tracking financial reports, sending requests to the Management Board, online shopping, locating parking spaces, registering delivery lockers… There is even a feature to reward residents for actively contributing to community development. These reward points can be exchanged for benefits such as free parking, management fee waivers…
By clearly understanding the needs of young customers, Picity Sky Park with its model of an internationally standardized urban area is being favored by Gen Z. This is also a trend for the development of urban areas in the future when providing a high-class, convenient, and sophisticated living environment.
