Only seeing the policy of “intellectual pension” has a good market and did not see the pits under the air?

From 2013, the country has clearly opened the pension market to the present, and there are not many teams that use the Internet and smart devices to enter the pension market. According to another data report, “by 2020, 480 million people will enter the old age stage in China, accounting for 35% of the total population, and the entire pension industry will reach one-third of GDP”. It seems that this is a big outlet with huge cakes and favorable policies.

In the 2013 State Council Circular No. 35, “Some Opinions on Accelerating the Development of the Elderly Care Service Industry”, the state proposed to establish an “ageing service system based on home, community, and institution”. The country has opened up the layout of foreign capital in the pension market, and has since entered the free competition market with the "Guozi".

Among them, there are many people who are pioneers in technology and the Internet. For example, Wuzhen’s comprehensive service platform for smart old-age care was established in 2015. From the online interactive system to the offline smart care equipment, there is a series of designs for families. Wearing an alert device, trying to optimize the home care conditions for the elderly from the hardware.

Founded in 2014, Mai Mai, whose CTO Li Guangpeng used the "best times" to describe "wise old age." He believes that in the mid-high-end market has ushered in a blowout era.

However, from the perspective of the market, the current "wisdom pension industry" is mainly the combination of smart terminals and cloud platforms, or both, in order to realize the health management and early warning of the elderly.

This service, of course, encountered the problem of nurturing the elderly market.

Elderly people and children need market cultivation

Chen Zailei was very excited about the Beijing government's introduction of the "Ten Policy on Supporting the Development of Home-based Care for the Aged" this year. He founded and served as the CEO of Xiaohe 365, an old-age platform company that provides both wearable terminals and cloud services. The "Ten Policy on Supporting the Development of Home-based Aged Services," which is commonly referred to as "cultivating ten articles," provides more specific guidance for the home-based care service system.

In Chen Erlei’s opinion, the “intelligence” of smart pension is mainly reflected in three aspects.

First of all, the old people's demand for health is still quite obvious. If we can collect data for a long time and conduct risk assessments on health, we can make the elderly and children and even service organizations clear about their physical condition.

The second aspect is the security of the elderly. One-click assistance and automatic alarming are the main functional requirements at present.

Moreover, in fact, the spiritual needs of the elderly, if the system can understand the old people's habits, can better target.

In Chen Zelei's point of view, the information channels for the elderly are relatively narrow, and they still lack effective means to promote them, and the buyers of old-age pensions are mainly children of the elderly. Through intelligent means to understand the living conditions of the elderly and provide early warnings, it is an old-age platform model that children are currently more comfortable with.

But it does not mean that through the children of the elderly can evade the problems of promoting education. Chen Zailei believes that in the development of the smart pension industry, market expansion cannot be separated from the power of capital, marketing, and execution. But this is no small challenge for any entrepreneurial team. In an interview with Lei Fengwang, Chen Zailei mentioned the difficulty in promoting them to individual consumers. It was precisely due to the above-mentioned objective restrictions on capital, marketing, and executive power that their progress in the direct to C market was not fast.

To persuade young children who support their parents' needs, the methods and channels for marketing may be different, but the difficulty is no less than convincing the elderly.

The aforementioned problem of the old wheat and wheat and 365 encounter the same problem. And their solution is to look for the cooperation of customers in the pension service agencies, and sell the corresponding equipment and services to the organization and indirectly to the general consumers.

Agency promotion: cost and resistance

The smart pension industry is not the first industry to adopt the first to B to C strategy. However, pension institutions need to accept smart terminals and even fully use the cloud platform to manage the health of the elderly. There are also cost-related concerns – although pension institutions are eager Welcome new technologies of intelligent information technology.

In the interview with Lei Feng.com, Fang Lihua, CEO of Sai Meng Pension Group expressed this ambivalence of "welcome" and "worry". As the first private comprehensive social welfare institution approved by the Bureau of Civil Affairs of Longgang District, Shenzhen, the Sai Meng pension organization actually has a close connection with the government, but even such a pioneer is not yet on the road to intelligence. It's very fast.

Fang Lihua told Lei Fengwang (searching for the "Lei Feng Net" public number concerned) that SEMC pension institutions did not introduce many smart devices, mainly focusing on call sensors and other strict devices that are not "smart". , As for the cloud platform? “This is not true! ” Fang Lihua said. “For wisdom and old-age care, it's mainly money. We all know that having smart devices may reduce labor costs, but it may need to be applied in larger nursing homes.”

In response to this, Lei Feng network also telephoned the other two elderly care centers in Shenzhen, and customer service staff also expressed similar views.

In addition to institutional issues, Fang Lihua also mentioned the issue of “not getting rich first” for Chinese consumers. "If the equipment is too high-end, on the one hand we can not afford it as a private institution. On the other hand, even if an organization has such a configuration, it is not necessarily affordable for all families."

From the perspective of national policy, Fang Lihua believes that the state still pays more attention to the construction of home-based pensions compared to the community and institution pensions. Shenzhen, as a relatively young city, has only 6% of the elderly. According to Fang Lihua's argument, the nursing home's current bed is not very tight, and even there are free beds for young people.

Fang Lihua said that the current League has received strong support from the district government, mainly through government subsidies for community-based public lectures, to provide door-to-door pension services, which is equivalent to saving a lot of promotion costs, and if the elderly home There is a problem that the elderly cannot take care of themselves, and they will contact their pension institutions at the first time.

In addition, from the perspective of the professional pension service industry, Chinese traditional culture and concepts encourage the elderly to accept the support of their children at home, and to send healthy old people to nursing homes, it would be considered an “unfilial” behavior. This concept has objectively hindered the upgrading and development of the pension institutions themselves. The high-end services provided by the pension institutions are relatively difficult to be recognized by high-income families in China. This has also led to domestic pension institutions without the motivation and funds to optimize intelligent equipment.

With "Youth" and "Peach Sister" as the representatives of the two films, it is easy to see the difference between domestic and foreign pension centers. The nursing home depicted in the film “Youth” has a detailed standardization process, and the care for the elderly is also very human and even has a customized menu. In contrast to the domestic situation, it is not so optimistic.

The movie "Peach Sister" tells the story of the old mansion

The “Home Retirement” advocated by the country calls for new product innovation

In China, filial piety at home is a traditional virtue. This is reflected in market data. It can be seen that domestic institutions only account for 3% to 4% of the pension model. In fact, it is also emphasized in the national policy that home-based care is the basis.

Business explorers who are interested in the wisdom of the pension industry have actually tried two traditional models that directly target consumers and reach consumers through channel agencies. However, the "advancement of old people", which is full of emotions and family activities with Chinese characteristics, requires more product innovation and commercial innovation.

Xiaohe CEO Chen Erlei has already tried to promote the concept of “service fee”. Small and 365 products are sold in a hardware package with service fees. In the long run, hardware costs are negligible. However, Chen Zailei also stated that because the concept of service is still ambiguous in the country, he is "accepting an optimistic attitude" and is waiting for the arrival of the consumption upgrade trend in the pension market. From the perspective of changes in the age structure of the Chinese population, theoretically this will not take too long.

Chen Zailei said he saw positive changes in the pension industry every year. “The needs of users are constantly being tapped, people’s awareness is improving, and with the support of policies, I think it will be a rising period in the next two to three years, but the actual outbreak period may still require about five years. time."

However, Jimmy Choo’s CTO Li Guangpeng intends to solve this problem from a more systematic perspective, such as focusing on providing cloud services to communities and institutions, connecting elderly people, children, carers and management terminals through self-developed intelligent hardware to achieve care at the big data level. service. Although in the field of home-based care, Li Guangpeng expressed that he is indeed at a stage of exploration, but he feels that the bright future is not so far away. “At present, it is a time to wait for a big fortune, and he is full of confidence.” .

The practitioners who promote smart pensions are all exploring better business models, but not many companies are able to find a way out. “At this stage, it is a relatively hard job and the front is long. Including the entire industry chain, it is also very complicated. Therefore, practitioners must first have a clear understanding of the entire industry and be patient.”

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