The Symbolism behind Shanghai Houses Advertising

Shanghai has become a city based on the binary logic separating housing area and commercial area. Even though most people in Shanghai spend most of their time in offices, schools, shops, and suburban factories, the new distribution of urban space proves that the dwelling is the core of Shanghai people‘s life.
The transformation of the city was accompanied by the creation of visual elements that precisely advocates this new distribution of the urban space. To illustrate this, let's take a closer look at real estate advertising, which - followed by auto advertising - literally invaded Shanghai as well as many other cities. You can see them on the street, along the highway, on TV, and even in taxis and boarding passes.

Using several real estate adverts, especially the most visible, we will analyze the most commonly seen models.

Type 1: The house is seen from the outside and placed in a corner, in a visible way to leave more room for other elements such as an exotic (Western) atmosphere, a complete set of modern equipment, symbols of a happy family life (young child, beautiful woman, etc.), a particularly green space, and so on. The display is neat and the palette harmonious.

   Source: http://www.nipic.com/

Type 2: The house is in the middle of the image, surrounded by shops, offices, subway station, gardens, etc. Another version shows the house in the background of the picture while the other elements are placed in the foreground as if the whole city belonged to the residence. The whole picture is shown and framed as a photo displayed on the wall of the house.

Source: http://www.ambassador-sh.com/

 Type 3: The house is seen from the inside of a living room or a bedroom with a large window opened on a beautiful landscape. It can be a river, a garden, a forest or a lively and enlightened commercial space.

Source: http://www.tooopen.com/

   
Type 4: The house is barely visible; It can be seen through woods, meadows, a blue sky or a pond.

Source: http://www.ooopic.com/

All these advertising types aim to relate the purchase of the house to the possession of a whole series of "derived products" that make the dream life: wealth, security, exoticism, perfect family life, urban prosperity, proximity to nature, the art of living - in short, success. Advertising is not focusing on the real estate property anymore to put the stress on the more general and abstract qualities associated with it, as a famous advertisement for a Shanghai house says: "I do not sell home, I sell life. The house comes with it". If real estate developers have become the architects of the Shanghai, real estate advertisers can be considered as the preachers of the modern city dream: they work not only on the image of a house but the entire life of the person who will buy it.

The application of this advertising method goes hand in hand with the authoritarian nature of the logic of the Chinese market. The more the housing price increases, the more the real estate market feels the need to hammer home people with the same idea: family and home are the two most important components of everyone's happiness. In other words, the housing market must succeed in persuading buyers to consider buying a home as the priority of a lifetime. Indeed, the logic of the real estate market not only gives priority to the house but also accentuates to infinity the symbolic dimension of the dwelling. With the expansion of this logic, a new sensitivity is becoming widespread: people tend to perceive the world and life from home, or even make the house the center of the world.

Real Estate Options for Young Expats in Shanghai

China is becoming more and more attractive to young foreigners looking to have an international work experience. Not only it is harder to find a job in their home country due to the economic crisis that have hit most developed countries in the past 5 years, but also China's economic growth is offering a lot of work opportunities for foreigners.

Statistics regarding the number of expatriates living in Shanghai range from 600,000 to 1 million people in 2017. As one can expect, the largest cities, Shanghai, Beijing and Guangzhou gather 90% of this population.

In this post we will see what real estate options young expats have when settling in Shanghai. We will rank the different types by price/budget, from the most affordable to the least.

1. Low budget: 3000 to 6000 yuan

First, consider a minimum budget of 3000 yuan if you want to live in downtown Shanghai, which means in one of the following district: Huangpu, Jing'an, Xuhui, Changning or the center of Pudong.
With a 3000 yuan (about 400$) budget, you can get a nice bedroom in a shared apartment. Most apartments are fully furnished so you just need to add the monthly bills (from 100 to 300 yuan).

Starting from 4500 yuan, you can have your own studio or small apartment. At this price, it will most likely be in a old building or a lane, but if you want a studio in modern building, you will need to spend at least 5000 or 6000 yuan.

 2. Middle-range budget: 6000 to 15,000 yuan

In many parts of downtown Shanghai, you can easily find a one-bedroom apartment for 7000 or 8000 yuan, usually in old buildings without facilities. For apartments in the most central areas of Shanghai such as Jing’an or the French Concession, the price can be much higher, up to 15,000 yuan in luxury compounds with swimming pool and other facilities. Lane houses, which are some kind of typical housing in the Former French Concession, usually start from 10,000-12,000 yuan. A lot of young couple choose this option because it offers a more unique experience than modern buildings.

2. High budget: 15,000 to 25,000 yuan

For those who can afford, Shanghai has plenty of luxury apartments in top-level compounds, as well as serviced apartments and villas. Most of these compounds have facilities including gym, swimming pool, tennis court, spa and so on. Some of them offer a housekeeping service much like in an hotel.

 

About the Author:

Ambassador Relocation is real estate agency established in Shanghai since 2005. The company relocates more than 1000 foreign clients every year and manages a database of 10,000+ properties.

Here is a list of useful blogs for expats living in Shanghai: 

- Shanghai Real Estate Blog

- Shanghai Relocation Blog

- Ambassador Relo Shanghai Blog

- Shanghai Expat Guide

Are you looking for a place in Shanghai or do you have a story to share about your experience in Shanghai? Feel free to add a comment below!

Top 10 of Shanghai’s Lilong

From Hongkou district to the former French Concession, here is a selection of the 10 best Lilong (里弄), the traditional lanes of Shanghai.


Zheng Xiaoqiu: Between People’s Square and Shaanxi Road, in a shopping area where the property market is booming, you can find the most typical Lilong in town. Squeezed between two luxury stores of West Nanjing road, a big black gate will give you access to a real village inside the city. Here more than elsewhere, the Lilong is a social concept of life in community: large billboards with safety instructions as well as social life rules, water machine and fitness equipment, newspapers displayed for free... Located at 1025 Nanjing Road.

Tianzifang: for those who are discovering Shanghai, Tianzifang is the perfect example of Shikumen and Lilong. Its maze of renovated alleyways and souvenir shops attract trendy Chinese and Western tourists. The place is a little crowded but still very charming. The roof terraces are the best spots to really enjoy these lanes. Address: 1831 Taikang Road.

Cite Bourgogne

Cite Bourgogne: it looks like a French working class compound back to the 1930s.With its red brick gate, this lane of Shaanxi Road brings us back to the French Concession's time. But once you passed the entrance, this is China! Address: 287 South Shaanxi Road.

Duolun Lu: South of Hongkou Park , you will find the Duolun lane with its statues of new wave philosophers and writers from the 19th century. This is home of several antiques dealers selling old posters, furniture, clocks, tins... A weird church with a “pagoda-style” roof is hidden behind the lilong, don’t miss it!

The Lincoln lane: located in the western part of the former French Concession, where Shanghai began to expand in the 1930s. These small buildings have been primarily built for the middle class. Nothing amazing from the outside, you’ll have to explore the lanes to enjoy the charming traditional courtyards. Address: 1562 Huaihai Lu.

Kunshan Huayuan Lu, one of my favorite! Hidden in one of the shortest streets in Shanghai, this is certainly one of the oldest lane. Built in 1860, it is one of the finest lane in terms of architecture: stone pilasters and pediments, sculpted lintel, walls with different bricks colors. Address: 860 Sichuan Road, Kunshan Huayuan Road.

Shikumen in Cool Docks

Cool Docks: these red brick houses in an empty street remind me some suburb areas of England or Northern France. The heart of the docks is surrounded by bars and restaurants with large terrace. Ideal for an happy hour drink or a coffee. Address: 653 Waima Road.

The bucolic lane: in Hongkou district, north of the shopping street Sichuan Bei Road, a few lanes are still remaining between the buildings that have sprouted in the 1970s. Quiet atmosphere. Address: 1831 Sichuan Road.

Ferguson Lane, the Frenchy one: this courtyard is one of the most popular places amongst French expats. If you like real Italian pizza and wine in a bistro atmosphere, this is a place for you. Address: 376 Road Wukang

What are Shanghai's best areas to rent a villa?

Second largest municipality of China (after Chongqing) with over 23 million people, Shanghai offers diverse types of rental housing. Villa or apartment, in large international compound or intimate Lilong, find out the most popular areas to rent a villa in Shanghai.

1. Hongqiao - Gubei

 Some foreign families choose to settle in this area, which is located on the border between the city center and the suburbs. They enjoy this feeling of being part of the local life. They usually live in beautiful and comfortable villas, a few steps away  from small shops and bicycle repairmen. Easily accessible by metro, it’s also in Gubei that the Japanese and Korean communities have been living for decades.

For Anna, with a child at the French School, Hongqiao was "the perfect choice between Qingpu way out of the center and quiet, and the French Concession, too far from the school. It is a good compromise for everyone. I can reach very quickly the city center and the children are pretty close to their school too. We have the feeling of living "the Chinese way" with still the possibility to go to places for expats. It is a full immersion into the lively local life. We love that feeling.”


2. Minhang district

Generally, expatriate families choose to live in neighborhoods nearby international schools, where you can find nice villas and beautiful parks. A few years ago, Minhang was known as an empty and uninteresting district. With the development of the expat community, the area evolved little by little and now offers great restaurants and bakeries. It is also much quieter and less polluted than the center. In some areas of Minhang, you almost feel like being in the countryside, which is great for walks or bike rides. However, you can still enjoy the comfort of the city life since most of Shanghai’s districts offer villa rentals in luxury compounds with gym, swimming pool and many other facilities.

Linda, mother of 2 kids, confirms: " They are both enrolled in French school, so we chose this location for its proximity to the school as well as the size of villas and gardens. The kids go to school by bike or scooter (5 minutes), it's very nice and it gives them some autonomy. After school, they often find friends in our residence or just nearby. My husband who works in the city center appreciates to find peace and a bit of green in the late afternoon. He also travels a lot, Hongqiao Airport is only 15 minutes, so it's very convenient. On weekends, when the weather is nice, our friends from the city center are happy to come and enjoy a good barbecue in our garden! This does not prevent us from going very often in the city center for shopping or dining. "

3. Pudong District

For professionals who want to be close to their workplace, Pudong is a good alternative. These former swamps have bee replaced by modern compounds and office buildings since the 1990's. This is now one of the most urbanized areas of China, where skyscrapers are sprouting up everywhere!

While it may seem relatively far from major spots, Pudong district, particularly the Lujiazui financial area, appeals with its wide avenues and large parks, a place where it feels good to breathe.

For Michelle, the advantage of Lujiazui is that the city center is not so far away: "We chose Pudong for its proximity to my husband’s office, which is located near the airport but in fact, we are only 5 minutes away from the Bund and Puxi! Here, you have a feeling of space, with less crowded roads than downtown. There are also less pollution and more green areas".

Two years ago, Frank chose to settle near the second campus of the French School, further east: "As an expat family with 3 children, my wife and I wanted to stay close to what we were used to in France . It seemed important not to "disturb" our children because the trip was already a big change in our lives. We have always lived in a house so the villa was for us the only one option to consider. It’s important to have a garden where kids can play”.


4. The former French Concession

For single people or young couples, the former French Concession of Shanghai is one of the most attractive places in the metropolis. There are large apartments in higher buildings or small studios in charming more traditional lanes. For families, there are a few roads where you can find modern villas with garden, depending on the size, it can range from “very pricey” to “way too pricey”.

A little expensive for students, the former French Concession is considered as one of the most dynamic and trendy neighborhoods in Shanghai. Wine bars, beer bars, international cuisine restaurants, not a week goes by without the opening of a new venue. Its tree-lined streets have attracted thousands of people for many years.

Brian, father of 2 little girls, initially struggled to find happiness. "Agencies showed me places that did not meet our expectations at all. Eventually I found via a small ad from another expat who was leaving his villa. I live near Shanghai Library, a neighborhood that has the double advantage of being very quiet and very well located. Even though we are in the city center, the small charming tree-lined streets are usually well organized and pretty quiet. You really feel like you are living in the heart of Shanghai, sharing the locals life and meeting people from around the world. This area is a constant surprise! "


5. Jing’an district

Located North of the Yanan Lu, Jing’an district is also very well-situated, with a little less expensive range of accommodations. The district has many large and modern compounds where one can rent a big apartment, well equipped at very affordable price. Ideal for young professionals!

For villas, North Jing’an is undoubtedly the best area to look for. North of Changping Lu, you will find lots of villas in fairly new housing estates. They usually offer facilities such as gym, laundry service, playground for kids, etc.

Conrad and his wife, both in their thirties, have been living on Xinzha Lu for two years: "it’s a very convenient location near our respective offices. Many Chinese and international companies have their office here in North Jing’An, it takes us 10 minutes to go to work, this is such a pleasure! This certainly is not as good as the French Concession but the restaurants and bars offer here is still pretty good, this is such a lively neighborhood. "

How about you? What part of Shanghai did you choose to live in? Why? Please share your experience with us!

2 years in a lane house of the French Concession

Shanghai has a 20 million population, including the suburbs and a floating population of 3 to 7 million migrant workers seeking higher wages. Economic development of the early 90s clearly changed Shanghai’s urban landscape: tunneling, skyline in constant evolution, more subway lines, many things have changed in just a few years.

So where is it good to live in such a huge and contrasted city? You are not the first who came up with this question, since more than 200 000 expatriates are living in Shanghai.

Shanghai is a strange mix of styles, divided into two main parts separated by the river Huangpu: Puxi, the west part, where you can see many vestiges of the "Old Shanghai" in historic areas such as the former French Concession with its tree-lined alleys and the Bund in Huangpu district, one of the world’s biggest Art Deco legacy. Pudong, the east part of the river, is the home of the brand new financial center made of gleaming skyscrapers: Lujiazui. This is a very fascinating aesthetic architecture. But the city "overflows" on all sides and if it is limited by the sea in the East (don’t expect to find a beach though), it pushes its borders well beyond Puxi in the West.

Many international schools are flourishing in this suburban neighborhood, both in Puxi (Minhang, Qingpu, Xujing) and Pudong. Many expat families send their children to the British or American school, especially when they are young. There are fewer expatriates who choose a Chinese education as it is possible in some posh private schools.Your choice of accommodation will be directly related to the composition of your family, school and work constraints.

You can find in international schools areas lots of accommodations for expatriates, spacious apartments in very modern and nice compounds, with sports facilities, playgrounds for children, or huge villas in housing estates designed for rich locals and expats. The foreign families who settled in the area mainly focus on proximity to schools and "international" stores, space and security for children who can ride and play outside freely.

Although our children are enrolled in French school located in Pudong, we made a different choice as we are living downtown, in a renovated lane house as there are many in the heart of the former French Concession. It certainly is a little less convenient, but we appreciate the bike rides through the old tree-lined streets and the lively atmosphere of our little alley.

We have been renting this lane house in Shanghai for 2 years now, and even if we have considered the option of moving for a place that would be closer to the kids’ school, we can’t really see ourselves living somewhere else. This is every family’s decision to make. This is a very personal decision for which there is no advice to give. Weigh the pros and cons and make sure it meets your family and personal expectations.

Our lane house is located on Fumin Road. It has 2 entrances, which is quite common for this type of houses. We have a small but pretty stylish courtyard where I love to lie down and read. The street is really quiet at night, we almost forget we are living in the most central place of Shanghai.

The greatest thing of living in the middle of the French Concession is the wide choice of restaurants, bars and cafes for all tastes. Getting out of our lane house, I just need to cross the street to have a homemade apple pie from this trendy little French cafe.

The rental contract is usually one year. It is always possible to change if you realize you made the wrong choice. We frequently see people moving from neighborhood schools to the city center and vice versa, to make life easier, to stay close to other expat friends, to change the school of children who have grown up or to have more space or suitable amenities.

An increasing number of foreign families also choose Pudong to settled down, usually in ultra modern apartments or in villas on the “greener” periphery. Pudong is developing very fast and now offers a good transportation network allowing its inhabitants to reach the west side of the Huangpu river pretty quickly. However, with its wide and empty avenues full of the same concrete buildings, this district may seem a bit sad and soulless somehow.

For those who want to find an old house in the former French Concession, I recommend Zunest, it’s well-made and so far the most useful database I have found in Shanghai.