Global Market Surfer
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Column[Global Series: Marriage and Assets] China: Preparing for Marriage
- Release date: Aug 01, 2022
- Update date: Oct 15, 2025
- 7320 Views
China, where trends and lifestyles are constantly changing. When talking with everyday people, I sense that views on marriage and gender have shifted significantly compared to just a few years ago. We'll explore marriage in Shanghai and the necessary preparations for getting married, incorporating insights from Ms. Zhang (38, female, company executive), who married in 2012 and lives in Shanghai.
Purchasing a home at the time of marriage
Marriage customs vary significantly across China's regions and ethnic groups, but urban dwellers in cities like Shanghai and Beijing often buy a home when they get married. Single-family homes are uncommon; most people purchase condominiums or apartments.
In China and Hong Kong, many people buy apartments when they get married.
Q7 For each of the following life stages, please select what you would like to have. (1) When you graduate from school and start working (2) When you get married (3) When you welcome your first child (4) When you retire
Source: Inteage Independent Survey (Survey on Life Events and Assets in 9 Countries) URL：https://www.global-market-surfer.com/report/detail/152/
Chinese housing prices have risen 51.1% since 2015.
Regarding this, Mr. Zhang said, "I have several subordinates born in the 90s who are about to get married. When I talk to them, surprisingly, it hasn't changed much from my time. Everyone says they ‘will buy.’ People who won't buy? Based on my gut feeling, maybe around 10% of the total. Those who say ‘it's too expensive to buy’ end up buying a house in the countryside. I know someone who married a woman from Anhui Province; he bought a relatively inexpensive place near his wife's parents' home. I heard it cost around 1 million yuan. Apparently, they actually live in a rented apartment in Shanghai now. They buy not to live in it, but as an asset." The custom of purchasing an apartment or flat upon marriage seems likely to continue for some time. While funding varies by individual, in Shanghai, it's common for the man's parents to contribute. Often, the man's family provides the down payment, with both sides contributing thereafter. Additionally, new apartments in Shanghai are sold unfurnished, requiring separate costs for design and interior work. I also asked Zhang what he prioritizes when buying a home. "The top priority when buying a home is definitely ‘transportation convenience’. The generation getting married now is likely considering suburban areas accessible by subway to commute downtown. Several new subway lines have opened in recent years, so I think the options have increased. Alternatively, some people might choose somewhere near their workplace, even if it's a bit older or smaller. For those newly married—a generation that must focus on their careers—comfortable access to the workplace is crucial.“ Additionally, when listening to everyday residents, we often hear that they ”bought near one set of parents' home." In Shanghai, many women continue advancing their careers after marriage and childbirth, taking on executive roles or starting their own businesses, just like men. Support from parents is likely indispensable for childcare and household duties.
Cars are “bba,” rings are Cartier—that's status.
When it comes to things to prepare besides housing, it's a car. Looking around, I certainly don't see anyone buying a car upon graduation or starting a job. Compact cars aimed at students and younger generations are nowhere to be seen on the streets. Many people start driving school not during their student years, but after purchasing a car and getting married.
Marriage is becoming a trigger for purchasing a car.
Q7 For each of the following life stages, please select what you would like to have. (1) When you graduate from school and start working (2) When you get married (3) When you welcome your first child (4) When you retire
Source: Inteage Independent Survey (Survey on Life Events and Assets in 9 Countries) URL:https://www.global-market-surfer.com/report/detail/152/
Regarding cars, the term “bba” has been trending since around last year. It refers to BMW, Mercedes-Benz, and Audi—the first brands people consider when buying a car. According to Zhang, the reason is, “Shanghainese tend to be show-offs (laughs). Beyond that, I think it's because the brand image, after-sales service, and performance are trusted.” Indeed, looking around Shanghai's roads and parking lots, you see these cars everywhere. It's not just aspiration; they're actually selling well. In the sales rankings (mid-to-high-end cars) for January to August 2021 released by ‘Qichezhijia’ (a car information portal) in September 2021, the top spots were all occupied by ‘BBA’ brands, except for the third place, which was taken by the rapidly growing electric vehicle brand ‘NIO’. (https://chejiahao.autohome.com.cn/info/9542722/)Besides housing and a car, the man's side pays a betrothal gift. The amount varies, but the minimum is said to be 100,000 yuan (about 2 million yen). Essential items also include engagement and wedding rings. Younger people tend to prioritize brand over material or price. Cartier is popular, with rings typically costing 8,000 to 15,000 yuan (about 160,000 to 300,000 yen). Gold accessories and gold bars are more associated with older buyers. According to Zhang, gold bars are “unpopular because you can't show them off.” Rings and cars, on the other hand, allow one to subtly signal status externally. “It's because there are a lot of show-offs, right? (laughs). But a friend of mine who has a 3-year-old daughter buys her 10-20 grams of gold every year. She plans to give it all to her daughter as a gift when she gets married. Some people build their assets bit by bit like that. So ultimately, even among Shanghai locals, it really depends on the person.” Beyond these asset-related purchases, Chinese people also spend generously on weddings, bridal photos, and honeymoons. Since COVID, more people seem to have redirected funds originally earmarked for ceremonies or travel toward cars and rings. Either way, for Chinese people, marriage might just be the biggest money-spending event of their lives.
What is Consumer Life Panorama?
This is a website-type database that has accumulated visual data on more than 1,000 sei-katsu-sha from 18 countries around the world. The database includes many 3D models of living environments and 2D data of items owned by each sei-katsu-sha, and is useful for understanding overseas sei-katsu-sha, which is difficult to grasp using only letters and numbers.
Using visual data such as those cited in this column,
Compare the differences in the attributes of overseas consumers
To get a realistic understanding of the actual usage of each category
To understand the overall lifestyle of target consumers
etc., can be utilized as a “no-go” home visit survey.
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Author profile
TNC Lifestyle Researcher
Lifestyle Researchers, a network of 600 Japanese women living across 100 regions in 70 countries worldwide, operated by TNC Inc., uncovers trends invisible in statistics and captures authentic voices from consumers. Based on this raw data, we provide solutions to corporate challenges and develop product concepts. https://www.tenace.co.jp/
Profile: Based in Shanghai, China for approximately 20 years. Long-time observer of evolving consumer trends in Shanghai. Shanghai residents make surprising purchases at just the right moment. It never seems like they're saving up, yet they consistently make impressive buys. -
Editor profile
Chew Fong-Tat
I am a Malaysian researcher. I came to Japan 15 years ago and am still based in Tokyo, sharing insights about Southeast Asia and other overseas markets.
