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在买方市场中，中国开发商大显创意 - 2026年06月24日
In a buyer’s market, Chinese developers get creative
China’s property developers are responding to a buyer’s market by making home sales more lifestyle-driven, using art exhibitions, mini dramas, tasting events, and pet-friendly amenities to make projects feel more aspirational and easier to sell.
Competition among developers is no longer limited to build quality and location. It is increasingly about which ones can be first to sell a desirable way of life to potential homebuyers.
One standout example is Catania Xuhui, an upscale residential project in Shanghai’s Xuhui district. Early last November, it staged an art exhibition at its sales office before launch, showcasing original works by several internationally known artists worth a combined CNY1 billion (USD147 million). Last month, the project said original sculptures and paintings would be permanently displayed in the community.
Some other developers have turned to making short dramas to promote their work. Xinyao Real Estate Development produced a 17-episode mini-series for the launch of Isle of Sky, a mass-market residential project in Hangzhou, aimed at attracting younger buyers.
The drama, which is available on major streaming platforms, centers on women’s growth, family ties, and workplace pressure rather than the housing project itself. Even so, all of the on-location scenes were filmed inside the development, highlighting features such as a temperature-controlled pool, gym, and private dining room, while the female lead was even given a name that sounds the same as the project.
The cost of production was under CNY200,000 (USD29,400), far less than the expense of a traditional advertising campaign, a company representative told Yicai. Because the show made heavy use of the project’s actual spaces, some viewers later booked visits after watching it, the person added.
These tactics reflect how developers are adapting to the new realities of China’s real estate market, which has moved into a phase of inventory competition, where the promise of price appreciation alone has become less persuasive, particularly in the premium egment. Buyers are paying more attention to the day-to-day living experience, the culture of the community, and the outlook for neighbor relations, among other factors.
“We hold wine tastings, cigar tastings, art salons, and similar events from time to time to attract potential buyers to visit,” a salesperson at a luxury Shanghai project told Yicai.
Another tactic being used is pet-friendly environments, with many developers incorporating these during the design stage and organizing events such as pet gatherings and markets during the sales phase. China Resources Land, for example, has added dedicated pet activity zones in some developments, creating private social spaces for residents and their furry friends.
Source: Yicai Global
