Elderly care brands that focus on "five-star" services have lowered their prices, and some have cut their prices by nearly 2,000 yuan.


       High-end senior care apartments have "low prices" to enter the winter market in Wuhan

　　"2990 to send warmth into your'home"" "Price starts at 3980 yuan, high-end five-star hardware", "Lixian Jiangcheng Pension Price 4980 yuan/month"... Since mid-December, the Wuhan elderly care market has been quite lively , Jointown Life Insurance, China Resources Yue Nianhua, Sino-Ocean Chun Xuan Mao, and other senior care brands that focus on high-end services, coincidentally offer low prices, and some cut prices by nearly 2,000 yuan to grab the Wuhan winter market.

High-end elderly care projects

　　30% occupancy rate

　　The 2019 Wuhan Population Aging Situation Report issued by the Wuhan Municipal Health Commission shows that as of November last year, there were 1,942,500 elderly people over 60 in Wuhan, accounting for 21.43% of the total population.

In the past five years, the city’s elderly population has increased by more than 60,000 annually, indicating that Wuhan is in a period of rapid growth in the elderly population.

　　The growth of the silver-haired people in Wuhan has allowed some social capital to smell business opportunities.

In the past five years, Sino-Ocean, Jointown, China Resources Land, China Merchants Group and other capital have poured into the Wuhan elderly care market to deploy high-end or mid-to-high-end elderly care projects.

Some of these elderly care projects have dedicated luxury VIP rooms, and the chef team of star-rated hotels provides meal services. They are equipped with high-end rehabilitation equipment such as osteoporosis treatment equipment, traditional Chinese medicine fumigation cabins, and brain wave somatosensory relaxation systems. There are game rooms, cinemas, KTVs and other activity rooms for the elderly, which can provide one-to-one care services for each elderly person. The starting price is one to twice that of a general nursing home.

　　The government and social capital cooperation project of the largest elderly care institution in Central China has set up more than 1,200 beds. In July 2018, Wuhan Jiuzhou Tongshoutang Nursing Home was officially opened.

In June last year, the information released by the Jiuzhou Tongshoutang Nursing Home showed that 400 people have been admitted to the home in the nine months since it opened.

　　In November last year, China Resources Yue Nianhua Nursing Center opened on Xingye Road, Jiang'an District. This is the first flagship complex of China Resources Land's health care center in Wuhan.

According to Ni Shuxiang, the person in charge of the project, China Resources Yuenianhua Nursing Center is positioned as a high-end health care institution in the city center, with a total investment of about 120 million yuan.

　　"The number of beds designed is 409, and there are currently nearly 120 elderly people living in it." A person in charge of the China Resources Yuenianhua Nursing Center said that the project is mainly for high-end people, and the starting price is around 4,500 yuan.

　　In December 2017, Sino-Ocean Group's first elderly care project invested in Central China, Sino-Ocean Chun Xuan Mao (Wuhan Kaohsiung Road) senior apartment was put into trial operation.

The apartment for the elderly is positioned as a high-end elderly care project, focusing on professional dementia care, with 259 beds, and the monthly service fee for the dementia elderly is more than 12,000 yuan.

　　The same 30% occupancy rate, the higher-priced Sino-Ocean Chun Xuan Mao, "The total number of beds designed is 259, and the actual number of beds in the market is about 220." A supervisor of Sino-Ocean Chun Xuan Mao Senior Apartment introduced that the senior apartment is currently There are about 70 elderly people staying.

There are elderly apartments recently reduced by nearly 2,000 yuan

　　"It is said that the room type facing north is 2990 yuan per month, and the room type facing south is 3540 yuan or 3750 yuan per month." In winter, thinking that the mother’s cerebral infarction is more prone to occur, Ms. Sun from Jianghan District recently contacted several nursing homes. , It was unexpectedly discovered that the price of staying in the Jiuzhou Tong Life Hall nursing home has dropped a lot.

　　Ms. Sun inquired and learned that for self-care elderly people, the Kyushu Tongshoutang Nursing Home usually costs more than 4,000 yuan per month, and the low price of 2,990 yuan is only implemented from December 11 to March 11 next year, and only for the first stay For the short-lived elderly, the initial cost of long-term stay is still more than 4,000 yuan per month.

"The price is still quite attractive. If you want this price for a long-term stay, it is estimated that you will have to grab to get in."

　　The reporter noticed that starting from mid-December, China Resources Yue Nianhua Nursing Center and Sino-Ocean Chun Xuan Mao Senior Apartments also launched price reduction activities.

　　"Jiuzhoutong 2990, we are 3980, and Sino-Ocean 4980." A leaflet provided to reporters by a person in charge of China Resources Yuenianhua Nursing Center, which marked "central enterprise brand", "high-end health care", "five-star hardware", etc. The wording is in contrast to the large font size "Price at 3980 yuan/month".

　　The reporter then called the consultation telephone of Sino-Ocean Chun Xuan Mao Senior Apartment as the child of the elderly.

According to the staff of the connection, according to the level of care for the elderly who will stay in December, the monthly starting fee is 4980 yuan, and the usual starting price is about 6800 yuan.

"Within a year, the monthly price is 4980 yuan, and the one-year contract must be renewed when it expires. It is basically the same price."

The high-end pension market needs to be cultivated

　　"The cost per month in all aspects is about 40,000 to 50,000. From the trial operation to the end of December last year, it was originally expected to be able to accommodate more than 100 elderly people. By the end of last year, only 50 or 60 people actually lived." The person in charge told reporters that after the “unblocking” of Wuhan, the overall occupancy price of the Yuenianhua Nursing Center increased by about 1,000 yuan. It was found that there were not so many high-end customers in the implementation until November, and the price was adjusted again.

"At that time, we felt that we were high-end services, so it should be the price.

　　“Winter is the off-season, but the elderly have a high incidence of cardiovascular and cerebrovascular diseases and they need more care. Recently, colleagues seem to be doing activities.” Talking about the reasons for the recent price cuts, a director of Sino-Ocean Chunxuanmao Senior Apartment said frankly, “Since the project has operated, The price of 7000 yuan seems to have reached the ceiling, and the peers may feel that way too."

　　In September this year, the first project operated by China Merchants Shekou under China Merchants Group in Central China-Wuhan Merchants Guanyi Home was located in Hanyang District.

It is understood that this is the first mid- to high-end elderly care project operated by China Merchants Shekou's own team, with 176 elderly care beds.

　　“Now there are 29 elders living in them, the average age is over 80 years old.” The customer service manager of Wuhan China Merchants Guanyi Home told reporters that the initial starting price of the project was about 4,500 yuan, which has been adjusted according to market conditions and is now starting The check-in price is more than 3800 yuan.

"China Merchants plans to build two or three elderly care projects in Wuhan. In the future, it is ready to develop in the high-end direction, and the market must slowly cultivate."

　　Li Bo, a professor at Zhongnan University of Economics and Law and secretary-general of the Hubei Senior Care Institutions Association, believes that high-end senior care projects are an inevitable segmentation of the senior care service market, and are an enrichment and supplement to the multi-level senior care service system.

The more high-end elderly care, the higher the market-oriented behavior. Judging from the current price-cutting behavior of several high-end elderly care brands in Wuhan, it is more of the promotion behavior of enterprises to increase the occupancy rate, indicating that enterprises are adjusting their pricing strategies according to market conditions. Come and test the market.

"The market needs a process of cultivating. High-end elderly care brands still have to target their target customers and improve their own service quality. Price wars are not conducive to the healthy development of the market."

　　Reporter Xu Jinbo