As the Spring Festival approaches, more and more consumers are booking housekeeping services through online platforms. On February 4, reporters learned from multiple platforms that before the Lunar New Year, the housekeeping market encountered a peak consumption season, and both related housekeeping searches and bookings showed substantial growth. The reporter observed that as the Internet platform enters the domestic service market, while the audience for domestic service is getting younger, its service experience and contract performance guarantee have become the key to the platform's operation.
Search volume for glass cleaning increased by 300% month-on-month
According to Meituan data, in the past two weeks, searches for door-to-door housekeeping and cleaning have increased by 150% month-on-month, searches for glass cleaning have increased by 300% month-on-month, and group purchase orders for "deep cleaning" have increased by 130% month-on-month. Chengdu, Beijing, Shanghai, Chongqing and Xi'an have the highest search popularity. A recent New Year’s consumption observation released by the JD Consumer and Industrial Development Research Institute shows that compared with previous years, during this year’s New Year’s Day, the transaction volume of housekeeping and cleaning services and decoration design services increased by more than 6 times.
Online bookings for housekeeping services are mainly made by young users. From the perspective of subdivided items, young users attach great importance to subdivided categories such as "whole house cleaning, glass cleaning, and range hood cleaning" and have become "big hits". Taking range hood cleaning as an example, in the past two weeks, Meituan's group buying orders have increased by about 200% compared to the previous month.
Reporters from 58 Home learned that on the eve of the Spring Festival, the demand for whole-house cleaning increased by more than 300% month-on-month. As a must-do item for general cleaning, the demand for glass cleaning has doubled from the previous month. Due to considerations such as "saving time and effort" and the lack of professional tools, more users are willing to hire cleaners to provide door-to-door services. In addition, the demand for range hood cleaning before the Spring Festival is expected to increase by 75% month-on-month.
During the peak Spring Festival season, a cleaning lady earns over 10,000 yuan in half a month
The reporter learned that since mid-January this year, the life service platform has been linking merchants to provide services such as deep cleaning, glass cleaning, range hood cleaning, and various washing and care services through live broadcasts of "carrying goods". Data shows that currently, more than 50% of live broadcast room orders are contributed by consumers aged 25 to 35.
“The continued popularity of housekeeping services cannot be separated from standardized service experience and contract performance guarantee.” said the relevant person in charge of the platform. On the eve of the Spring Festival, how to solve the conflict between the explosion in demand for housekeeping and cleaning and the shortage of cleaning staff? The reporter learned that platforms that cooperate with merchants have, as early as January, launched a Spring Festival “pre-sale and early purchase” campaign with more than a thousand merchants in multiple cities to dynamically divert the phenomenon of “hot orders” in pre-holiday services. At the same time, the platform will provide additional traffic support for cleaning merchants that do not close during the Spring Festival. It is reported that due to the peak season before and after the holidays, housekeeping and cleaning aunts who stay on the job can earn more than 10,000 yuan in almost half a month.
At the same time, there are intermediary platforms that provide merchants with digital means such as intelligent management systems to realize direct dispatch of orders and route planning, improving the efficiency of workers in receiving orders. As for platforms with a self-operated model of housekeeping services, they ensure that cleaners can provide housekeeping cleaning services to consumers during the Spring Festival by increasing the income of cleaners and issuing Spring Festival service gift packages.
Text and table/Guangzhou Daily all-media reporter Wen Jing