Why don't you make money doing home care service in China?

Editor: Wan (co-founder of Houpu Pension Consulting Service Co., Ltd.)

Taking property service enterprises as an example, the basic ideas for developing community home-based care services are as follows:

How can property service enterprises seize the market opportunity of pension industry and realize rapid and healthy development? We believe that we should first clarify two key issues, namely, business model and operation model.

The determination of business model includes several key elements, such as defining target customer group, demand research and demonstration, designing or configuring corresponding products and services, and determining financial and profit models. Among them, demand investigation and demonstration are very important, which can be carried out through questionnaire survey, regular discussion, establishment of business records and service list, so as to design marketable products and services.

After determining the business model, the realty service enterprise should choose its role, business model and strategic goal in the value chain of the aged care industry according to its own capabilities and resources. For example, it can choose to provide all services by itself, or it can only grasp the key links that match its own capabilities and cooperate with other specialized institutions in other links, so as to clarify the specific operating model.

Property service enterprises engaged in aged care services involve transformation and extension, widespread acceptance and support by the masses, and supporting hardware conditions, which are the basic conditions for the smooth development of their business. Therefore, before starting the old-age service, on the one hand, we should strive for the support of developers based on hardware investment and site, refer to the relevant national standards for the design and construction of elderly residential areas, and carry out aging transformation or new development and construction according to local conditions, so that the community has the prerequisite for developing the old-age service; On the other hand, we need to get the owner's recognition of our brand-new old-age service system and concept, and win the people's hearts and support.

Business development is inseparable from the protection of organization and resources. According to their own strength and situation, the realty service enterprise can scientifically design the residential area to provide old-age services, adjust and optimize the organizational structure from the overall strategic level of the company, engage in professional affairs with professional teams and personnel, establish a sound management and control system, and achieve professional results.

Property services companies can combine their own conditions to determine the way of resource integration with the established business operation mode, mainly including the following types:

Firstly, internal resources: qualified and powerful property service enterprises/property service centers can set up their own community pension service teams and form a market-oriented supplier relationship with the project center;

Second, external resources: through attracting investment, negotiating and signing contracts, benefiting the elderly, establishing a 1 km service circle, and forming a business alliance of property pension services;

The third is to integrate "internal+external" resources: on the one hand, it is only a self-built "business supervision and task scheduling" community pension service supervision and scheduling center (note: it does not involve specific business execution); On the other hand, the specific business work is outsourced to a professional third-party organization or platform.

The most important thing for a property service enterprise to engage in aged care service is to create a good atmosphere and environment in the community under its jurisdiction, so that the concept of aged care service can be deeply rooted in the hearts of the people and win the affirmation and support of the owners.

Usually, we can first carry out cultural activities of respecting the elderly and filial piety in the community. For example, some mass organizations can be set up in the community as appropriate to carry out some types of activities to respect the elderly, such as golden wedding celebration, Mother's Day, Double Ninth Festival, good wife, community public welfare star selection, legal aid, family mediation and so on. In terms of service details, care and respect for the elderly are required, and help the elderly as soon as possible when they need help; Inject the concept and clear requirements of "supporting the elderly and filial piety" into the code of conduct for employees of property service enterprises, advocate filial piety, honor parents, care for the elderly and the elderly.

Property service enterprises engaged in old-age service must establish and standardize the old-age service system. For example, establish and improve the index assessment and reward and punishment system, and form a system manual; Establish a guide manual for aged care services in each property project involving aged care business, and delineate the boundaries of aged care services; Establish a number of measures such as risk prevention, insurance intervention and service quality supervision from the company level, and ensure their implementation through various means such as quality supervision, inspection/spot check, evaluation, correction/prevention and continuous improvement.

Property service enterprises should integrate the thinking of "providing for the aged in internet plus" and improve efficiency, reduce costs and improve services by means of information technology.

At present, the mainstream methods are as follows:

Technical cooperation with the Internet of Things, Internet and other units in the society, building a community smart home for the aged and a remote health management system, and realizing smooth and seamless connection between the front desk and the back desk;

Build a community network/WeChat /APP to realize the great docking of social resources, give full play to the advantages of the Internet and the Internet of Things, and provide comprehensive care conditions and resource platforms for the promotion of community elderly care services;

Property service enterprises can also achieve strategic cooperation with the "B2B+B2C platform for the aged industry", organize online display, online consultation or purchase of goods and services for the elderly within the community, and then open offline O2O community experience stores, so that the elderly can promote the transaction of online goods or services through on-site consultation, product experience, trial use or rental of aged care equipment.

It is not a once-and-for-all thing for property service enterprises to engage in aged care services. We should persistently study the growing and potential needs of the elderly, innovate and improve constantly through investigation, demonstration and demand analysis, and develop more, better and more practical pension services and derivative businesses.

In short, although property service enterprises are facing many difficulties in providing old-age services, with the continuous improvement of China's old-age policy and industrial market, property service enterprises should seize the opportunity, make good use of our own valuable resources and core advantages, and dare to explore and try, so as to seize the opportunity and win the market and customers.