▎Whether it is just preparing to enter the health care industry, or the enterprises that have taken root in the health care industry for many years, they are all thinking about a question: what are the business opportunities in China's health care industry in the next ten years?
01 From passive rigid demand to active consumption, the multi-dimensional needs of the new elderly population have exploded
In the future, the new elderly group with the label of "young age, vitality, quality and consumption" will become a new blue ocean.
According to data released by the China Internet Information Center in 2020, the scale of middle-aged and elderly Internet users in mainland China is growing the fastest, with Internet users aged 50 and above accounting for 28%, with a scale of nearly 300 million; According to Meituan's 2021 online consumption report, online consumers over the age of 50 increased by 46.7% year-on-year; According to data released by Ctrip Travel in 2020, 35% of the holidaymakers are "post-50s and 60s......
Since 2022, China's second baby boomer population (1962-1973) has begun to enter the retirement age, with an average annual increase of more than 20 million retirees.
02 Driven by long-term care insurance + medical insurance + political procurement, the community home track ushered in an outbreak
However, in recent years, with the support of long-term care insurance + medical insurance + political procurement and other payment-side policies, community home-based elderly care enterprises represented by Fushoukang have ushered in rapid development and have been continuously recognized by capital.
Up to now, long-term care insurance has been popularized in 49 cities across the country, with about 140 million people participating in the insurance, with an annual per capita burden reduction of more than 15,000 yuan; Subsidies for the construction of community home service sites, operating subsidies, traffic subsidies, and various forms of government procurement are unprecedented......
In addition, we see that, in addition to traditional players, a number of leading insurance companies have established home care business departments, integrated high-quality service resources, grafted insurance products, and explored new business models other than government payment.
At the beginning of 2022, the six departments of Beijing jointly issued the "Notice on Supporting the Pilot Work of "Property Service + Elderly Care Service", and determined that four pilot units including Beijing Shoukai Group will once again assume the new mission of breaking the situation of community home-based elderly care; Well-known giants JD.com, Alibaba, Huawei, and iFLYTEK have also participated in the construction and operation of community home-based elderly care platforms through the Internet and technology......
Whether it is based on customer scale, policy orientation, or based on industrial development and China's national conditions; Whether it is traditional home care, or community embedded small and micro institutions, smart home technology terminals, home improvement for the elderly, and home medical services, community home is one of the most exciting tracks in the health care industry, and everything has just begun.
03From products to services, we use "recommendation" to create a platform for the elderly
In the United States, there is APFM, a recommendation platform for elderly care institutions, Senior Living, a product evaluation website for the middle-aged and elderly, and Senior Match, a blind date platform for the middle-aged and elderly......
For To C type business, platformization is undoubtedly one of the important development trends, although there are many types of platform model pension websites in China, but more to project display, advertising push-based, relatively lack of professional, customized service model, it is difficult to complete business transformation.
In the future, with the outbreak of multi-dimensional needs of the elderly group, there is a huge opportunity for the elderly service platform based on the "evaluation + recommendation" model, which has a wider range of evaluation + recommendation, jumping out of a single pension institution or a certain product, linking everything, without boundaries, from housing and finance to home appliances and fresh ......
From focusing on the paying subject to focusing on user experience, it is the key to the transformation of the platform's thinking, and although the transformation is painful, it is worth trying.
04In the context of high bed vacancy rate, the pension marketing agency platform has become a "new blue ocean"
According to official data, at present, the overall real occupancy rate of various elderly care institutions in the country is about 50%, and a large number of long-term vacant elderly care beds have become a stubborn disease restricting the development of the health care industry.
In this context, marketing decentralization has become the core pain point of most health care enterprises/projects, and the demand is strong. However, on the supply side, there are only a handful of marketing agency platforms in the pension industry, and the huge difference between supply and demand brings huge opportunities to pension marketing agencies.
At present, marketing agencies in the industry can be divided into two categories: "platform model" and "project model", the former includes both well-known industry websites such as pension network, as well as comprehensive life service platforms such as Meituan and Dianping, as the collection and distribution of the overall demand of the industry; The latter mainly refers to a similar real estate marketing agency, which adopts a project-based model and concentrates energy and resources to quickly improve the speed of single project decentralization.
The value of the platform model is to improve the overall customer acquisition efficiency of the industry, and the value of the project model is to improve the customer acquisition efficiency of a single project.
With the development of the industry and the growth of enterprises, we are pleased to see that the value of marketing has been more and more valued and recognized; We also firmly believe that marketing can bring real hope to the health care industry and bring a profit model to health care projects.
And marketing, in itself, is a good business.
05Focus on the ecological synergy and empowerment of the industrial chain, and the dual drive of investment + operation has become a new trend
In 2021, Yuyan Pension was the first in the industry to mention the concept of "all things + elderly care", which is behind the rapid development of the health care industry chain, as well as the highlighting of the ecological synergy of the industrial chain for enterprise development, marketing and customer acquisition, and operation service empowerment.
Different from the early single track and single product line layout, most of today's health care enterprises choose to re-examine future opportunities from the perspective of the industry, and are fully aware of the role of the industrial chain in promoting the existing business and existing projects of enterprises, and have laid out subdivisions such as universities for the elderly, smart elderly care, labor dispatch, architectural design, marketing and customer acquisition, elderly catering, suitable environment for the elderly, and health food.
At the same time, the layout is also completely different from the early enterprises, doing something and not doing something has become the common value of the new health care enterprises, through the investment + operation dual-drive model, give full play to their respective mechanisms and resource advantages in different fields, so as to build the hidden competitive barriers and strategic moats of the enterprise.
06Promote value creation, revitalize the "idle resources" of the elderly, and stimulate the enthusiasm of the elderly for employment
From passive aging to active aging, it is not only the far-sighted vision of the national strategy, but also the internal driving force at the individual level.
According to a number of survey reports on the re-employment of the elderly, the re-employment willingness of the elderly groups in the mainland is generally strong, and the re-employment willingness of the elderly with certain majors, skills and specialties is the highest, such as teachers, doctors, consultants, accountants, etc.
Elderly employment is a huge blue ocean market.
In the United States, the employment rate of the population aged 60-64 has reached 55%; In Germany, the employment rate of the population aged 60-64 reached 60.3%; In Japan, the employment rate of the population aged 60-64 has reached 68.8 per cent...... However, the employment rate of China's population aged 60-64 is only 26.9%, which is significantly higher than that of developed countries.
With the strengthening of social development and enterprise cognition, there will be more and more jobs suitable for the elderly group, so as to revitalize their "idle resources" and provide them with more choices.
At the end of last year, BOSS Zhipin launched the activity of "helping parents find a good job", and we believe that in the future, there will be more and more business opportunities and profit models around the supply and demand of employment for the elderly.
The 07CCRC model continues to be iteratively upgraded, and the future space for the all-age community is unlimited
In recent years, the retirement community (CCRC) has gradually replaced the elderly care institution and has become the preferred product direction for the layout of major leading enterprises. At the same time, the CCRC model has also been iteratively upgraded, evolving in the direction of all-age communities and healthy communities.
The emergence of wellness and all-age communities has changed the current life scene of the vast majority of senior care communities (CCRCs) that are detached from society and are too old, and is more in line with the yearning of Chinese elders for elderly life in the future.
At the same time, this asset-heavy model can not only revitalize a large number of stock land and properties, but also help to adopt a membership model and a financial model, change the calculation logic of the traditional monthly fee model, and evolve more possibilities.
In 2021, Beike Research Institute released the "2021 Report on the Status and Future Trends of Community Home-based Elderly Care", which showed the ideal places and methods for the elderly in China in the future from the perspective of "elderly living", and home-based elderly care has once again become the first choice.
We have reason to believe that with the deepening of market education, the health care all-age community will be more and more recognized by customers, and become an important innovation and successful practice of elderly care with Chinese characteristics.
08 Returning to the origin of business, the improvement of the operation of health care projects will leverage the output value of trillions
Public construction and private management are the preferred project types of major health care enterprises in recent years, and the competition is fierce. In fact, the "public and private" is also a huge blue ocean, and there are still many opportunities for high-quality projects in many sinking areas.
Whether it is a public or private enterprise, the essence of the model is to improve the operation efficiency of the project by introducing market-oriented operation entities, so as to achieve a win-win situation of reducing the burden of the government and making profits of enterprises.
We believe that the operation improvement (not operation) of health care projects is a huge market and business opportunity, and it is also the pain point that health care companies are most willing to pay or cooperate with in demand.
The improvement of operation is the improvement of the financial indicators and profitability of the project, which is an intuitive embodiment of "being responsible for the results", a successful project must be a good project, but a successful project is not necessarily a good operation, which is a fact that the industry has come to this day.
Many far-sighted health care enterprises have already begun to integrate internal and external resources, from the "business perspective" to constantly reorganize the project, to seek solutions, even those projects that have achieved 100% occupancy rate, there is still huge room for profit improvement, through effective business means, can greatly improve the efficiency of the ping, the efficiency of people, the unit price of customers.
In recent years, a very important reason why foreign pension brands have gradually lost their halo is their lack of "business thinking" and "business ability", if cooperation can not bring benefits, it will only increase costs, and this cooperation model will inevitably become more and more difficult. It is in this context that local brands represented by Red Sun, Buen, Tao Lejia, and Cuncao Chunhui have been increasingly recognized by the industry and partners.
Returning to the origin of business, using business thinking to improve the profitability of health care projects, improve the efficiency of customer acquisition, optimize operating costs, and leverage trillions of output value.
09The industrial chain is constantly being reshuffled, and the industrial portal platform contains huge opportunities
With the continuous development of the health care industry, the health care industry chain such as architectural design, furniture for the elderly, and smart elderly care has been continuously reshuffled, and the industrial portal platform represented by "Yujian" has become a new opportunity in the next stage.
The health care industry chain has gathered countless subdivisions, and each subdivision has gathered countless enterprises, and how to find cost-effective service providers, product suppliers and related resources suitable for enterprises/projects in the complex resource network is the real pain point of many enterprises.
The value of the industry portal platform does not lie in the simple display of resources, but in the screening, evaluation, and post-control of high-quality service providers and suppliers.
In addition, there is also huge demand and growth space for mergers and acquisitions of health care projects, entrepreneurial project financing, industry talent hunting, media publicity and reporting, large-scale industry activities, etc., and the platform can lower the threshold for enterprises to enter the health care industry and improve the success rate of enterprises/projects.
Only by creating value for others can we be valuable, which is the opportunity and mission of the health care industry platform.
10. Represented by the University for the Elderly, the traffic-oriented business for the elderly is still worth investing in
The elderly group is the largest "stock" of the Internet. In 2021, the Ministry of Industry and Information Technology of the People's Republic of China required 115 websites and 43 APPs to start age-appropriate transformation.
In the field of health care innovation, the university for the elderly has been a popular track in recent years, and a number of entrepreneurial projects have been financed, but we must clearly see that the investment value of the university for the elderly does not lie in the profitability of the business itself, but in its value as a traffic entrance for the elderly.
Once it becomes the C-end traffic entrance of the silver economy, it has infinite possibilities, because whether it is making products, services, or finance, it is ultimately through the conversion and realization of specific C-end users to achieve value growth.
Therefore, for the elderly traffic business, it can be optimistic for a long time, but in the specific implementation process, it is still necessary to continue to think and iterate, such as: Is there a more efficient and low-cost way to acquire customers than the university for the elderly? Are there any innovative businesses that can complete customer acquisition and monetization at the same time......