Guangdong builds the "Southern Guangdong Housekeeping" project——
15 minutes, rest assured housekeeping service delivered to your door
Our reporter Zheng Yang
"It's hard to find, hard to use, and worry about it" is a long-standing problem in the domestic service industry.
The reporter recently visited Guangzhou, Dongguan, Foshan and other cities and learned that in recent years, Guangdong has accurately detected the problems existing in the housekeeping market, implemented the "Southern Guangdong Housekeeping" project in depth, and explored the "employee system" model and digital empowerment by supporting leading enterprises to demonstrate and lead , Promote service standardization and a series of measures to solve problems one by one.
At present, in many cities in Guangdong, it has become a reality to make a 15-minute phone call to deliver housekeeping services to the door, and the masses can obtain safe housekeeping services at their doorsteps.
"In early February, there were more than 200 customer consultations, and the order volume increased by nearly 15% year-on-year. The supply has exceeded demand." Zhou Jiayong, general manager of Guangdong Dongguan Zhitong Daojia Home Service Co., Ltd., told reporters.
Yan Shixian, the company's golden confinement sister-in-law, also said that the order in hand has been scheduled until the end of the year.
"I want to clean my house thoroughly." "You can take a look at our door-to-door cleaning service package."...In the "Nanyue Housekeeping" grass-roots service demonstration station in Fengshou Street, Foshan City, citizens kept walking past the "stalls" of housekeeping companies "Mouth" consultation, finding housekeeping services is as convenient as visiting a supermarket.
"It's hard to find, hard to use, and worry about it" is a long-standing problem in the domestic service industry.
The reporter recently visited Guangzhou, Dongguan, Foshan and other cities and learned that in recent years, Guangdong has accurately detected the problems existing in the housekeeping market, implemented the "Southern Guangdong Housekeeping" project in depth, and explored the "employee system" model, digital empowerment, Promote a series of measures such as service standardization to overcome difficulties one by one.
At present, Guangdong has built more than 700 grass-roots service stations of "Southern Guangdong Housekeeping", and has supported the construction of more than 50 carriers such as "Housekeeping Street", Housekeeping Industrial Park, and Housekeeping Service Supermarket at the provincial level, and selected provincial and municipal housekeeping service leaders and honest enterprises More than 150.
In many cities, it has become a reality to make a 15-minute phone call to deliver housekeeping services to the door, and people can get safe housekeeping services at their doorstep.
Digital empowerment: good housekeeping is not hard to find
Good housekeeping is hard to find, which is the general impression of consumers on the housekeeping market.
Today, digital empowerment has effectively alleviated the problem of the housekeeping market in the Pearl River Delta region, making choosing housekeeping services as convenient as "ordering takeout".
Lin Jiandi, a citizen of Dongguan, is an old customer of Guangdong Kuaijiebang Housekeeping Service Co., Ltd. After purchasing a land reclamation cleaning service online in 2019, she has purchased daily cleaning services once a week on average.
"Place an order on the mobile phone applet, and cleaners will come to the door within an hour. They have complete tools and professional services." Lin Jiandi said.
Feng Tao, chairman of Kuaijiebang Housekeeping Company, introduced that the company introduced the concept of "Internet +" into traditional housekeeping and realized "didi" cleaning: customers place an order online, and they can check the cleaning staff nearby and know their working hours , service satisfaction; and the cleaning staff can receive reminders of pending orders within a range of 15 kilometers, and choose whether to accept the order according to their personal time.
After the service is completed, customers can pay and evaluate on the platform, and the customer service will track and give feedback in time if there is a problem.
Such a flexible working model has attracted many full-time mothers to join, and Zhang Li, who originally worked in a factory, is one of them.
"Working hours are free, and the income is higher than that of working in a factory before." From working as a part-time cleaner in 2019 to joining Kuaijie Gang full-time in 2022, Zhang Li has served more than 200 orders.
At present, there are more than 5,000 aunts registered on the employment side of Kuaijiebang.
In Foshan, the establishment of the "Smart Sharing Home" Nanyue housekeeping comprehensive service platform has also exerted the multiplied energy efficiency of "Internet +".
The platform incorporates domestic service providers, training institutions, management of domestic service enterprises, historical traceability of domestic service employment, and integrity evaluation. As of the end of last year, 148 enterprises and 6,075 domestic service workers have settled in.
At the same time, the Foshan Human Resources and Social Security Bureau also launched "one person, one certificate, one code": each domestic worker is equipped with a certificate, and employers can clearly view their personal information, working experience, skill level and No criminal record etc.
Exploration of "employee system": creating a safe market
How can housekeeping services make consumers feel at ease?
Although it depends on industry supervision, it also basically requires the professionalism and internal drive of the practitioners themselves.
The reporter learned that domestic service companies in the Guangdong market have two mainstream development paths: the employee system and the intermediary system.
Although the employee system currently does not account for a high proportion of the market, it is the direction that Guangdong is trying to guide.
Not long ago, Guangzhou introduced a subsidy policy for employee-based domestic service enterprises, with an average annual allocation of about 50 million yuan from employment subsidy funds, covering more than 300 employee-based enterprises and more than 200,000 employees in the city.
Many leading domestic enterprises in Foshan, Dongguan and other places are also actively promoting the "employee system" under policy incentives.
"Promoting the professionalization of domestic workers is the underlying logic to solve the problems in the domestic service industry, so as to better guide the transformation, upgrading and standardized development of the entire process and all elements of domestic service." Xiang Xiandong, vice president of Zhitong Talent Chain Group, said.
He introduced that Zhitong Daojia, a housekeeping brand under the group, as a national-level housekeeping service standardization pilot unit, has implemented the "employee system" management model since 2016, signed labor contracts or service agreements with housekeepers, and paid wages according to assessments, providing a wealth of psychological counseling, travel and other benefits, and safeguard their labor rights throughout the process.
"The 'employee system' has improved the professionalism of employees and made them truly feel the double respect from the company and customers. Because of the good reputation of our services, 70% to 80% of our business comes from the recommendation of old customers."
Of course, the first to taste the sweetness of the "employee system" is mostly large-scale enterprises and housekeeping service fields that are highly sticky to enterprises, such as confinement caregivers. Many small housekeeping enterprises have a certain degree of implementation of the "employee system" out of consideration of operating costs. At the same time, some practitioners who are accustomed to the traditional mode also prefer flexible forms of employment.
However, under the guidance of the "South Guangdong Housekeeping" project, the "employee system" has gradually become a trend.
"Currently, the 'employee system' of Zhitong Daojia is mainly Yuesao, and will gradually expand to the fields of elderly care, nannies, cleaning and storage in the future." Zhou Jiayong, general manager of Zhitong Daojia, suggested that government departments can apply for registration procedures for "employee system" enterprises Increase support in terms of employment subsidies, tax reductions, social security subsidies, etc., guide more domestic service enterprises to enter, improve service quality, and fundamentally change everyone's prejudice against domestic service.
Standardized training: provide "easy to use" service
"Nowadays, everyone's houses are becoming more and more beautiful, and the decoration is becoming more and more exquisite, which forces our practitioners to continuously improve their professional service capabilities. The 'three axes' of traditional mops and brooms cannot meet the demand." Feng Tao told reporters that now the company Not only has high-standard and systematic training been strengthened in terms of employee etiquette and cleaning details, but also trainings on maternal and infant care and elderly care have been added.
The person in charge of the Foshan area of Fenghuang Daojia also said that the "post-90s" are becoming the main force of housekeeping consumption. They have higher requirements for service quality and more detailed needs, and have derived various services such as storage, flower arrangement, garden tidying, and pet care.
The new situation on the demand side makes it more urgent for the housekeeping market to provide "easy-to-use" services.
In order to solve this problem, the "Nanyue Housekeeping" project focuses on standard construction on the one hand and skill training on the other.
According to the Human Resources and Social Security Department of Guangdong Province, for a long time, an important factor restricting the development of the family service industry is the lack of standards.
In order to solve the pain points such as low entry barriers and uneven service quality in the housekeeping industry, Guangdong has introduced the country's first high-quality housekeeping service standard system - ""South Guangdong Housekeeping" Project Standard System Planning and Roadmap (2022-2026)", focusing on The three dimensions of housekeeping enterprises, housekeeping practitioners, and housekeeping users provide overall guidance for the standardization of the housekeeping service industry.
In terms of professional skills training, the "Nanyue Housekeeping" project fully mobilizes various training resources such as vocational colleges (technical colleges), training institutions, and housekeeping service companies to improve a diversified training system, speed up the construction of training evaluation standards, and create a housekeeping talent training Evaluate the whole process supply chain of employment.
For example, Qingyuan Vocational and Technical College has cooperated with 51 Family Butler, the largest employee-based household service company in South China, to set up an "order class" to jointly train modern domestic professionals.
"The knowledge I learned at school enabled me to connect all the skills together after work to form a systematic service thinking." Wang Shuang is a student of the school's 2015 order class, and now she has grown into a 51 family housekeeper. Dean of the training academy.
She said that the home economics courses in vocational colleges are becoming more and more systematic and professional, which has also reversed the negative views of many young people on the home economics industry, and made more highly educated and skilled talents willing to enter the domestic economics market.
"Small projects" leverage the "big changes" in the housekeeping market.
At present, there are 26,800 housekeeping enterprises in Guangdong, employing more than 1.27 million people.
With the joint efforts of the government, enterprises, and housekeeping personnel, Guangdong's housekeeping industry is accelerating towards scale and specialization, and "Nanyue Housekeeping" has gradually become a business card-style housekeeping brand.
(Economic Daily)