There is a huge gap in domestic workers, and a trillion-dollar market will open up

There is a huge gap in domestic workers, and a trillion-dollar market will open.

There is a huge gap in domestic workers, and a trillion-dollar market will open. On the eve of this year’s Spring Festival, relevant data shows that nannies Demand doubled year-on-year. Every year on the eve of the Spring Festival, there will be a "labor shortage" in the housekeeping market. There is a huge gap in domestic workers, and a trillion-dollar market will open up. There is a huge shortage of domestic workers, and a trillion-dollar market will open 1

In Liutao Village, Liutao Town, Xiao County, Anhui Province, Xie Ke, who was born in 1992, is the hero who led the villagers to a well-off life. Since 2013, he has led 80 villagers to enter the housekeeping industry. Xie Ke said: "As long as we work hard, every villager can earn 10,000 yuan a month, and a couple can buy a house in the county after a few years of hard work."

Xie Ke's confidence comes from the fact that more and more people have Housekeeping services have been incorporated into one's own rigid needs, and a trillion-level market is taking shape.

Housekeeping services have become a “new rigid need”

According to estimates from the Ministry of Commerce, there are currently more than 30 million employees in my country’s housekeeping services industry, making it an important employment channel. With the increasingly strong demand for housekeeping, the service gap in my country's housekeeping service industry is more than 20 million people.

A search for "housekeeping services" by Ban Yuetan reporter on the Tianyancha platform showed that there are more than 57,000 domestic service companies in operation in Shanghai, more than 40,000 in Shenzhen, and more than 20,000 in Beijing. There are more than 26,000 in Hangzhou.

Ms. Liu, a resident of Chaoyang District, Beijing, has a new baby in her family and needs a nanny. The housekeeping company recommended three aunts in one month to try out the work, but none of them satisfied Ms. Liu. It wasn't until the 4th place that Ms. Liu stopped trial work and signed a one-year contract.

"Housekeeping service is a 'new and urgent need' for us. Finding a satisfying 'aunt' really depends on fate." Ms. Liu said.

"New rigid demand" is creating a trillion-yuan market. Data released by iiMedia Consulting, Qianzhan Research Institute and other institutions show that the scale of China’s housekeeping services market has increased from 277.6 billion yuan in 2015 to 878.2 billion yuan in 2020, and will continue to grow.

An important way for rural families to get rich

Housekeeping is connected to the dream of getting rich for thousands of rural families, and to the improvement of residents with "new rigid needs" Great hope for quality of life. According to statistics from the Ministry of Commerce, as of the end of 2020, the domestic service industry has created a total of 850,000 jobs in poverty-stricken areas.

"We have contributed to Xiao County being lifted out of poverty." Xie Ke said that after making money in cities such as Beijing and Tianjin, fellow villagers will basically return to their hometowns to buy property or start a business.

During interviews with reporters from Banyuetan, many domestic service companies reported that the average income of domestic service employees was increasing. Statistics from the domestic service company Swan Home show that the current average monthly income of confinements on the platform is 9,000 to 12,000 yuan. The income of nannies is slightly lower, but averages 5,000 to 6,000 yuan per month. The average monthly income of a cleaner is more than 5,000 yuan. In first- and second-tier cities, it is not difficult for a cleaner to earn more than 10,000 yuan a month.

In Chaoyang District, Beijing, Banyuetan reporter met Huang Lianfang, a cleaning professional from Qinzhou, Guangxi. She said that now she can receive more than three orders a day, with a monthly income of no less than 10,000 yuan, and most of her customers are stable recurring customers.

Still need to cross multiple thresholds

"my country's housekeeping service industry started late and has a low starting point." Chairman of Jiangsu Housekeeping Development Research Institute and Professor at Nanjing Normal University Zhao Yuan said that currently there are three major pain points: it is difficult to find satisfactory housekeeping services, the management of housekeeping services is not standardized, and the service quality is not high.

Zhao Yuemei, general manager of Beijing Demao Housekeeping, said that the existing employees are mainly people in their 40s and 50s from rural areas and lack professionalism in housekeeping. The government urgently needs to introduce policies to improve service quality and improve service quality. The overall quality of housekeeping staff.

Banyuetan reporters visited a number of store-based housekeeping companies that radiate to surrounding communities and found that some housekeeping service companies are not very profitable and are now greatly affected by the new crown epidemic. A government company in Daxing District, Beijing, originally had four stores, but due to the sluggish business, there are now only two stores left.

For platform-based housekeeping companies, specialization is the only way to go. Ziroom is in the process of standardizing the design of housekeeping service types. Ziroom Chairman and General Manager Xiong Lin said that based on the two dimensions of "serving houses" and "serving people", the company has created a residential life matrix that provides more than 170 kinds of living services, and the business is subdivided into categories such as nanny and storage.

Many interviewees said that domestic workers are becoming more professional, younger and more professional, and the trend of standardization and digitization in the domestic industry is becoming increasingly obvious. The domestic industry is evolving from the era of small workshops to the digital era, which will activate the rural labor market with huge potential and help rural revitalization. There is a huge gap in domestic workers, and a trillion-dollar market will open 2

On the eve of the Spring Festival this year, relevant data shows that the demand for nannies has doubled year-on-year. Every year on the eve of the Spring Festival, as a large number of domestic workers return to their hometowns for the New Year, there will be a "labor shortage" in the domestic market. But this year, due to the epidemic prevention and control promotion of celebrating the New Year in situ, coupled with the surge in housekeeping orders and rising wages before the festival this year, many more housekeeping staff chose to stay in Beijing for the festival. Even so, domestic help is still in short supply.

Data from a life service information platform shows: In Beijing, the number of domestic workers left behind during the Spring Festival this year increased by 40% year-on-year. In addition, the expenditure on housekeeping services that consumers can accept has generally increased, reaching an average of 1,084.9 yuan per month, which is 256.4 yuan higher than usual. Industry insiders predict that after the New Year, the surge in orders in the housekeeping industry will ease.

According to CCTV Financial Report, a nanny said that now it is not “people looking for jobs”, but “jobs looking for people”. At the same time, we learned from the Beijing Housekeeping Market that since many people choose to celebrate the New Year in situ this year, orders from the housekeeping market have surged, and the demand for housekeeping staff exceeds supply. In terms of salary, a housekeeping store manager said: "The general salary of an aunt is about 7,000-8,000 yuan. Now the general salary is 9,000-10,000 yuan. The wages of childcare nannies and live-in nannies will increase to a certain extent." There is a gap in domestic workers. A huge, trillion-level market will open 3

One month before the Spring Festival every year, the housekeeping market has the strongest demand of the year. The reporter learned at the Beijing housekeeping market that because many people chose to celebrate the New Year in situ this year, orders in the housekeeping market surged, and the demand for housekeeping staff exceeded supply.

Beijing: Demand for nannies doubled year-on-year before the holidays

According to CCTV Finance, at a housekeeping company in Beijing, many consumers are interviewing housekeepers. Ms. Fan's nanny has taken leave and returned to her hometown these days. She wants to find a new aunt as soon as possible: "The budget is about 6,000 yuan. I want to find a nanny who can live at home and cook for the children."

On the eve of the Spring Festival this year, the demand for nannies doubled year-on-year.

Wang Xiangyun from Pingliang, Gansu Province said that now it is not "people looking for jobs", but "jobs looking for people". She said, "I find it very easy to find work. For example, if I see a certain order that is suitable for me, I will contact the platform salesperson and get registered immediately. It is so fast that I don't even have time to spare."

In order to improve the matching efficiency between consumers and housekeepers, many housekeeping companies have begun to shift their orders online - taking orders via mobile phones and conducting video interviews.

Duan Aiyun, who is undergoing a video interview, decided to find a job before the holiday this year because of the epidemic in her hometown of Anyang, Henan Province, and considering that it might be difficult to return to Beijing after returning to her hometown for the New Year.

Huang Rong, manager of a housekeeping store in Beijing, said that in the market, the general salary of an aunt is about 7,000 yuan to 8,000 yuan. Now the general salary is 9,000 yuan to 10,000 yuan, and the wages of nanny and live-in nanny are both It will definitely float.

Beijing: Demand surges and wages rise

The number of domestic workers left behind during the Spring Festival increased by 40% year-on-year

Every year on the eve of the Spring Festival, as a large number of domestic workers return to their hometowns for the New Year, the number of domestic workers There will be a labor shortage in the market. However, this year, due to the promotion of celebrating the New Year in situ due to epidemic prevention and control, housekeeping orders have increased significantly and wages have increased. Many more domestic workers choose to stay in Beijing to celebrate the New Year than in previous years.

Yang Xianhua from Hebei has been working as a housekeeper in Beijing for two years. This year, she and her children and her lover agreed early to stay in Beijing during the Spring Festival. She said: "First, I will not give anything to the country. The second reason is to make money. There are a lot of orders now and the prices are quite high. Usually, the price is between 50 yuan and 60 yuan an hour. During the Spring Festival, it will be between 80 yuan and 100 yuan. "

Like Yang Xianhua, there is also Li Yafen from Heilongjiang. She said that her salary this month will definitely exceed 10,000 yuan: "For example, I usually work for one or two companies a day, but now I can work for three or four companies a day. Now we have bonuses for every order, so I have to make more than usual in a month." Earn 2,000 yuan or 3,000 yuan."

The housekeeping company where Li Yafen works mainly takes orders for household cleaning. The person in charge, Miao Lufeng, also calculated the calculation for the reporter, based on the unit price of 130 yuan. , one month before the festival, the company's business turnover will reach about 300,000 yuan.

Miao Lufeng, the person in charge of a housekeeping company in Beijing, said: "At the same time last year, the monthly order volume was around 1,000 orders. This year's order volume is expected to increase to about 3,000 to 4,000 orders a month. Because of the experience In the past years, the number of orders has increased sharply, so since the beginning of this year, we have expanded our recruitment channels and tried our best to ensure that employees have multiple skills. ”

In addition to recruiting in advance and improving personnel efficiency. , some domestic service platforms launched unprecedented Spring Festival subsidy policies this year in order to stabilize their employees.

Li Zijian, vice president of a life service information platform, said that the current orders are about 50 more than usual. In order to meet such strong demand, the platform provides exclusive Spring Festival subsidies and red envelope rewards for aunts, and housekeeping staff salary Basically there will be a 30 to 50 increase. This year, the number of aunts who grew up in Beijing by 40% compared with previous years chose to stay in Beijing to celebrate the New Year.

Data from the housekeeping service platform shows that during the Spring Festival, housekeeping practitioners born in the 1980s took on an average of 4.5 orders a day, 1.2 more orders than usual. The expenditure on housekeeping services that consumers can accept has also generally increased, reaching an average of 1,084.9 yuan per month, which is 256.4 yuan higher than usual. Industry insiders expect that the surge in orders will ease after the New Year.

The shortage of domestic workers has expanded to 30 million

At ten o'clock in the morning, Deng Handi received a call from the dispatcher. An hour later, she successfully accepted the confinement nanny order through the interview. As a three-star confinement nanny, Deng Handi said frankly, "Nowadays, applying for a confinement nanny is much more regulated. You no longer need to grab orders at low prices, and you don't have to pay attention to the orders all the time. The salary is calculated according to the star rating of the confinement nanny, and the monthly income can reach about 10,000 yuan."

Yierbao, where Deng Handi works, is an employee-based housekeeping company that focuses on maternal and infant care. Different from the platform system with high personnel mobility, the employee system means that the domestic service company has the right to assign corresponding jobs to employees, sign labor contracts with domestic workers and pay "five insurances and one fund" for them. Not only Yierbao, many housekeeping companies in Guangdong are exploring diversified business models.

With the continuous improvement of the income level of urban and rural residents, as well as the simultaneous promotion of factors such as the liberalization of the "three-child" policy and the acceleration of aging, Guangdong's housekeeping industry is experiencing a market test of both ice and fire.

On the one hand, the number of market entities in the housekeeping industry has grown rapidly, with the total number of companies exceeding 2.1 million; on the other hand, the shortage of housekeeping employees nationwide has expanded to 30 million.

Interviewed experts said that Guangdong’s housekeeping industry is large in size, growing rapidly, and has rich emerging application scenarios. However, the market share of enterprises above designated size is not enough to become a phenomenon, and small and medium-sized market entities are still the main players.

In the future, the prospect of high-end consumption in the housekeeping industry is good, and seizing the innovation highland of service logic will become a breakthrough for the development of the housekeeping industry. At the same time, both supply and demand sides still need long-term market education.