Behind the Great Firewall of China

It’s a whole different internet in China

What is China’s
Great Firewall?

Websites hosted outside of China can either be blocked entirely or experience page load times of over 2 minutes. Today’s consumers expect better – if your page doesn't load, Chinese buyers can go elsewhere to access a wealth of information.

How can China’s over 772 million internet users 1 – which accounts for over half of China's population – live with that, you ask? It’s not because Chinese consumers are apathetic about load speed, user experience or social media (they care) – they just simply see and use a different internet behind the Great Firewall.

What websites do
Chinese use instead?

If you stick to Chinese websites, you’ll find that they load a lot faster and they just work. Not being able to access international websites really isn't an issue – Chinese have domestic versions of virtually every international digital and social media platform you can think of and use regularly.

And while many companies have Chinese websites, what’s crucial to know is whether they’re hosted in China. Even if a company translates their website to Chinese, they can’t guarantee that they’re not being blocked or slowed down by China’s Firewall.

How does the Great Firewall affect you as an agent/broker?

To sell to foreign investors, a crucial first step is to get your properties visibly marketed online.

If you’re looking to reach buyers from China, you need to remember that these aren't the same buyer profiles as a buyer from down the street, one neighbourhood over, or even a 45-minute drive away anymore. You’re talking about someone located on the other side of the world. It’s obvious – the most efficient and cost effective way to reach foreign buyers is through the internet.

Furthermore, Chinese HNWI say the internet – or more specifically, social media – is their preferred source of investment information2, – and 91% access the internet every day.3 You do the math.

Simply put, you must market your brand and listings online to reach China’s massive and fast-growing market.

However, if your site is blocked, Chinese buyers can’t see or find you. Even if your site isn’t completely “blocked”, the Great Firewall can cause your site to load so slowly – up to 90 seconds in our tests – that it may as well be blocked because users often give up and click away. Would you wait even 2 minutes (not to mention 5 minutes) for a webpage to load?

That means, if you're not hosted behind the Firewall, you run the risk of lost page views, lost leads, and lost sales.


of Chinese HNWIs are online every day3


of Chinese get online via mobile devices1

897 million

mobile internet users4

Sources: 1. China Internet Network Information Center (CNNIC), August 2019; 2. Hurun Report "The Chinese Luxury Consumer Survey 2017"; 3. Hurun Report "The Chinese Luxury Consumer Survey 2015”; 4. SCMP Research: China Internet Report 2020.

How can you leverage China’s Great Firewall?

Strangely enough, the Great Firewall could be advantageous for you, too. If your competitors are blocked, you have a competitive edge if your property listings are on We are the largest international property portal hosted on both sides of China’s Great Firewall, to ensure instant reliable access and a quality user experience for your potential Chinese buyers.

This is a crucial point, as China’s Great Firewall is constantly adapting and updated to identify and prevent international websites that try to circumvent it.

Juwai is hosted on BOTH sides of China’s Great Firewall, reaching Chinese wherever they are located or travelling to in the world.

Our team is constantly monitoring to ensure maximum access and reach for clients on Also, by ensuring a quality experience for Chinese buyers on the site, we’re able to ensure clients and buyers on both sides can connect and conduct business seamlessly. is the largest international property portal hosted on both sides of China’s Great Firewall.

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