The annual income of a room is 6.5438+0.4 million, and the doorway in the center of the month is deep.

It is said that women and children are the best earners, and there are few businesses that can have both.

A new generation of mothers, mainly born after 90 s and 00 s, are no longer satisfied with confinement at home and pursue more comprehensive and meticulous maternal and child care, which makes the business of Confucius Center more and more popular.

The moon center with the highest domestic market share is a company called Aidi Palace (00286. HK), with 6 branches and 505 rooms. 202 1 recorded 256 million yuan in the first half of the year.

Stimulated by the "three-child policy", its goal is to increase the number of rooms to 3,500 by 2025, and expand it sixfold in four years.

"10 years ago, 1.2 people in every 100 people chose to go to the Confucius Center, and now there are 5.7 people in every 100 people." Zhu Fei, CEO of Aidi Palace, said frankly that this is a good time.

Behind the strong demand, in the first half of 20021,the net profit of Aidi Gongyuezi service was about 35.75 million, with a net interest rate of 14%. According to this calculation, the average annual net profit of a room is1.4000.

The seemingly high-growth gold track, the business of Adi Palace is actually very deep and the threshold is very low.

The unit price is 654.38+ ten thousand.

Postpartum confinement is a tradition in China. In the past, most of them sought help from their elders or Yue Yue at home. In recent years, Yuezi Center has moved from middle and high-end families to ordinary people.

On social platforms such as Little Red Book, the Love Palace has been shaped into a place that novice parents yearn for.

Aidi Palace has been engaged in lunar new year 15 years. It was founded by Zhu in 2007, and its target customers are high-end people. Zhu is a doctor and nurse. She used to be the head nurse of obstetrics in Peking University Shenzhen Hospital.

According to the data disclosed by the company, Aidi Palace has served 20,000 mothers, accounting for 4.3% of the domestic market share, ranking first in the industry, and its market share in Shenzhen is as high as 3 1%.

In the publicity copy, Adi Palace claimed to have served Sun, Huang Lei, David and other celebrity couples.

In 20 19, Shenzhen Aidi Palace sold 88.5 184% equity to Tong Jia Health for 888 million yuan, and completed the backdoor listing. The main body of the listed company was renamed "Aidi Palace", and Zhu became the helm.

Tong Jia Health initially operated natural health food, medical anti-aging and health base. In the past two years, Aidi Palace has divested its medical and health business, and its main business has shifted to operating high-end monthly service centers. 202 1 the monthly service income in the first half of the year accounted for 97.22%.

If the stay period is extended to 60 days, the price will rise to 147200 to 389500 yuan.

In 2020, relying on five month-end centers and 435 rooms (mature stores), the monthly service income of Aidi Palace is 578 million Hong Kong dollars (about 490 million yuan). According to the frequency of 12 times a year, the vacancy rate is 15%, and the average customer unit price is expected to reach 654.38+ten thousand yuan.

The month center adopts the prepayment mode, and customers need to book 3-6 months in advance and prepay 30% of the contract deposit, and pay the full amount on the day of check-in.

There are doorways to make money.

On the surface, the guest unit price is high, and the Edie Palace should be very profitable, but it is not.

Confucius Center is a low-frequency service-oriented business, with high rigid costs such as personnel, rent and equipment. Most customers only stay once or twice in their lives, and their consumption cycle is short, so they need to attract new customers constantly. Once the vacancy rate is too high, it is difficult to make a profit.

Some people describe it as "half flame, half sea water" industry.

Of the five monthly centers listed in China, the other four-Xixi Maternal and Child, Damei Shares, Xizhijia and Zuo Fu Maternal and Child-all suffered losses year after year. The latter two companies have been delisted, and only Aidi Palace (Lunar New Year service business) maintains a low profit.

In the early days, the Aidi Palace Confucius Center was a self-operated single-family villa model, renting out properties and decorating itself, which was a heavy asset project. According to the calculation of Shenzhen-Hong Kong Securities, the cost of a single bed in Aidi Palace exceeds 500,000 yuan, and it still faces the problems of long preparation period and long investment recovery period.

"If the occupancy rate is 50%-60%, it will be a loss, and the cost of large-scale supporting services and facilities is also high. If it can't reach the scale, it can't afford this cost. " The management of Aidi Palace said at the exchange meeting.

The key to occupancy rate lies in service level and word of mouth. Tens of thousands of fees make customers cautious in decision-making, have high requirements for service, and prefer word-of-mouth recommendation from relatives and friends.

The management of Aidi Palace said, "According to statistics, 60% (our customers) rely on word of mouth, 40% rely on promotion, and the second occupancy rate is 85%-85%."

In 20 19, the occupancy rate of digongziyue center was 90%, which was affected by the intentional control of bills and other factors. By the end of 20021,the occupancy rate dropped to 75% to 85%.

However, the high customer unit price and users' expectations have been raised, and there are some dissatisfaction.

On social platforms, there are many comments about the low cost performance of Aidi Palace, such as "lack of nurses", "common ingredients for moon meal" and "promoting health care projects".

For the basic just-needed package, Aidi Palace claims that it will arrange four nurses to serve four rooms and three shifts, and only two nurses are on duty at the same time in each shift, which is often too busy.

"1 Nurses have to look after four children at the same time and ring the bell for a long time when they are busy." A maternal woman said on the social platform.

The score of individual outlets is low, only 4 points (out of 5 points), which is not cost-effective compared with its price.

Radical expansion

Confucius said that the entry threshold of central industry is low, the market is scattered and developing rapidly. All organizations, big or small, want a piece of the action. Specialized hospitals have also begun to provide "one-stop" services. From production to postpartum repair, Aidi Palace is facing great competitive pressure.

According to yost Sullivan's prediction, by 2025, the scale of monthly service in China will reach 28,654.38 billion yuan, with a compound annual growth rate of 17.2%.

"You can fool a group of people for a short time or a long time, but you can't fool a huge group of smart people for a long time." Zhu believes that a new wave of newborns is coming, and the Moon Center will become the standard for the younger generation.

In order to occupy the market share, in July, 20021,Aidi Palace launched a radical expansion strategy.

According to the original self-operated mode, the cost burden is too great and the pace is slow. Aigong explores the light asset model, that is, renting apartments with decoration and opening hotels, which can be copied quickly at low cost.

"In the past, about 80 monthly centers had to invest 45 million yuan, but now they only need150,000 without renovation. The cash flow breaks even in about 6 months, and it becomes a mature store in about 12 months, and the investment payback period can be shortened from 18-24 months to about 12 months. " The management of Aidi Palace said at the above exchange meeting.

In April, 20021,the first OCT store in Shenzhen of Aidigong opened. In the next eight months, three more stores were opened, adding 265 rooms.

By the end of 20021,Aidi Palace had 9 moon center and 7 12 rooms, which were distributed in Shenzhen, Beijing and Chengdu.

According to the goal of 3,500 rooms in 2025, about 35 new stores will be opened, and the layout will be 19 cities, with emphasis on the original three core cities+Hangzhou and the surrounding second, third and third tier cities.

At present, the penetration rate of the domestic lunar new year market is 5%. Zhu believes that the market share of the first place in this industry can reach 20% in the future.

The challenge of expansion in different places is market education, especially entering the sinking market. The unit price of100000 customers is inevitably prohibitive. Edie Palace mentioned that in third-and fourth-tier cities, considering the low rent and labor costs, the unit price of customers will drop.

Because of the great dependence on human services, it is not easy to ensure the quality of the expanded Aidi Palace. Once ignored, word-of-mouth will collapse, causing the brand to bite back.

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