In the past few years, Chinese buyers have started to make their presence felt on the global property market, snapping up everything from luxurious trophy homes and vineyards, to more modest condominiums and investment opportunities. For many Chinese, global property investment is an emerging opportunity which until recently was out of reach.

Second only to the US in terms of international buying power, Chinese buyers represent a tremendous new market opportunity for property sellers around the world. Yet, new opportunity brings new challenges in reaching, communicating and engaging this new market.

Great rise of the Chinese consumer

China boasts some of the wealthiest people on the planet, most whose personal fortunes can dwarf treasuries of medium-sized countries, and the growing population of upper-middle-class Chinese now also has their eyes set on international property.

100 million

upper-middle-class Chinese by 2020

3.88 million

high-net-worth Chinese by 2020

280 million

affluent Chinese by 2020

Source: The Boston Consulting Group & AliResearch "The New China Playbook"; The Boston Consulting Group & China Industrial Bank "2016 China Wealth Report"; The Boston Consulting Group "The Dynamics of China’s Next Consumption Engine: The Age of the Affluent"

Property is investment of choice –
a stable investment exemplifying wealth & status

Chinese overseas property transactions are predicted to hit US$220 billion by 2020

65% pay cash for property purchases

Motivations for Chinese global property investment


of rich Chinese

buy property abroad to live in - 52% who prefer schools districts, 23% in CBD, and 17% near Chinese communities


of wealthy Chinese

have either migrated or are planning to move overseas


of China’s HNWIs

intend to invest abroad in next 3 years - 66% who plan to buy residential properties


of wealthy Chinese

intend to educate their children overseas

Sources: NAR: 2017 Profile of International Activity in U.S. Residential Real Estate; Hurun Report "Chinese Luxury Consumer Survey 2017"; Hurun Report "Immigration and the Chinese HNWI 2016"; Hurun Report "Immigration and the Chinese HNWI 2015";

How Chinese search for property

For international purchases, Chinese buyers conduct as much research as possible about a property listing, the company selling the property, the country property laws, immigration requirements, education standards, and many other personal criteria each individual may have. They favour famous brands (Chinese or Western), or companies that can display their professionalism and good reputation. Most confer

with family both offline and online via Chinese social media, and naturally, information not in Chinese is difficult to consider. Some Chinese buyers will establish early contact about a property, whilst others will take the time to research your company before making contact. For many Chinese, they often wait for their China travel visa approval and will call about the listing from the airport.

of Mainland Chinese

speaks fluent English

of China's HNWIs

are active WeChat users

of affluent Chinese

access the internet each day

91 million

online property seekers

753 million

mobile internet users

772 million

Chinese online users

Sources: China Internet Network Information Center (CNNIC), January 2018; Hurun Report "The Chinese Luxury Consumer Survey 2017"; Hurun Report "The Chinese Luxury Consumer Survey 2015"

The Great Firewall of China

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. For every international social media site, there’s a Chinese version that’s wildly popular and easily within reach. is the largest international property portal hosted on both sides of China’s Great Firewall.

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