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  From 2012, began small-scale track and study the newly opened nursing home in 2013 has continued to stick with it, into 2014, more and more enterprises into the industry, suddenly found that many decisions maked when they are lack of relevant evidence and data, so decided range of the newly opened nursing home in Beijing 2014, pension institutions's actual runing situation presented to allit now can understand one the real market, so again the study expanded, extended to Beijing District all can learn the newly opened , after a long data collection and analysis, and finally completed the report, special thanks to Mr. Zhang Xiaodong, Mr. Huang, Miss Changwei, Miss Huang Xiaoqing, thanks for all the help.

The year of 2014. Due to the limited strength we have focus on operation situation of the newly opened nursing home in Beijing. And hoping in 2015 will have more Friends · Support to expand the study range , as we can provide effective decision and making reference.

According to the plan. Beijing's 322 street (township, district offices) will construction least one (50-100 bedspaces) nuesing homes. As the plan 2014 Beijing has builded 80(50-100 bedspace ) nuesing homes , in total 4000 beds in the year. In fact the Government public project we may have misconception that Beijing should create 322 pension porjcet, actually steer only built athe adult daycare center, and some streets counted social forces to build the pension institutions (and some is already opened project).

Here are some of the specific circumstances of my study:
Increase the number of :
Currently through research that the Beijing area (city six districts) 2014 opened newly pension institutions (including community adult daycare center) 27, a project from ring two to five rings .Which 7 in Haidian and 9 at Chaoyang, West has 4, 6 in Fengtai, Shijingshan only soft opening of just 8bedspace adult daycare center, Dongcheng District there is not newly opened. And regional development is very uneven.

    Added pension institutions covered by public nursing homes, BOT nursing homes and private nursing homes. There are 1 public nursing home, and 9 BOT, 17 from the Private investment. Currently view 2014 private institutions are main forces, but BOT nursing home growth quickly who take over 33%. Compared with 2013 growth many, this Showing Government want to rely on adult daycare center to solution pension problem, but strong G intervention has serious effects for Free - Market, will further compression private enterprise of entered and survival threshold.

There are 6 luxurious project in 2014.

Increase the amount of beds:

The number of bedspace 4428 Fengtai , where the most growth for 2476, followed by 1335 Chaoyang, Haidian 433 additional bedspace, Xicheng 176, Shijingshan eight bedspace, Dongcheng  0. Maximum number of beds in institutions are Fengtai, there are 1000 beds, the least number of beds in in Haidian who only got six. The average number of bedspace each facility to approximately 164.Where micro institutions 30 bedspace or less accounted for eight, there are four in Haidian District, where encourage people to build micro- related s. which have 7 (30-100 bedspaces) facilities, (100-200 beds )institutions 6, 200 bedspace has more than six.luxurious projec totaling 589 bedspace, an average of 98.2 bedspace per project.

Is defined as the pension institution of rehabilitation nursing beds in total 361, accounting for 8.1% of the total number of new beds.

Project Target customers positioning:

No one will clear the customer groups positioning for self-care customers, most customers as self-care + nursing, only 7 of old-age care institutions in the clear positioning of themselves as only accept care customers, accounting for 29% of the total, but the nursing project beds are generally small, which is a characteristic of care institutions. Nursing care of customer segmentation no specialized positioning for the adoption and vegetative nursing home dementia. But according to the information gathered, pension institutions, 2015 will be positioned so that.

7 positioning for nursing type of old-age care institutions in 5 is The high charge pension project, it seems that pension project positioning  Luxury more clearly, it also reflects a development direction of  Luxury pension project. 7 bodies, 2 home location rehabilitation nursing model, there are 3 applications or has applied for a license under the medical rehabilitation.

Charge (statistical standard fee for bed fee + meals + base nursing):

The 27 homes in the minimum fee is 2900 RMB/month (2 charge about 2900 RMB/M, the rest is in 3000 RMB/M or more), the highest paid for 12800 RMB/M, the average charge 5315 RMB/M. Than the average charges in 2013 4542 new pension institutions 773 RMB higher than the average, nearly 17%, in 2012 the nursing home fees 3500 RMB/M up nearly 51%.

The Luxury pension institutions minimum charge 6500 RMB/M, the highest 12800 RMB/M, the average charge is 9458 RMB/M, the average charge in the low-end pension agency for 4131 RMB/M, Luxury pension fees than end pension fees high nearly 77%.

Haidian opened a new average pension agency charges for 5357 RMB/M, excluding Luxury pension project, the average charge 4116 RMB/M. The average charge Chaoyang new pension agency for 5968 RMB/M, which excluding Luxury pension project, the average charge 4710 RMB/M. The average charge Xicheng is 6050 RMB/M, excluding Luxury pension project, the average charge 4066 RMB/M. The average charge at Shijingshan is 6500 RMB/M. The average charge in Fengtai about 3600 RMB/M.

    Remove the Luxury pension project, Fengtai low-end pension project average minimum fee about 3600 RMB/M, the average charge in Chaoyang low-end pension project at maximum average 4710 RMB/M, the price difference between the two district 30%, reached 1100 RMB.

Filling rooms:
The average occupancy of 014 years new nursing home rate of 22%, the number of guests is about 980 people, a total of 3 pension institutions admitted to the old man over 100, 2 in Fengtai, 1 in Haidian. Single occupancy of the highest number of nearly 300 people, the common characteristics of these pension institutions are the price of the people first, the average charge is 3033 RMB / month, and are opening in first half of. 3033 RMB / month fees than the average charge of Beijing low 70%, the number of admitted from several of the view, the low-end pension project still has very big market, although the position slightly obscure, but customers seem to put a greater emphasis on price and non price.

The average occupancy rate of Luxury project is only 4.5%. The actual number of guests is about 27. In the best project occupancy rate was up to 10%, the occupancy rate and the number of guests so bleak may and some projects mostly concentrated in the open at the end of a relationship, which in recent years has been the emergence of Luxury projects while climbing, but the occupancy rate is relatively slow. In addition to an objective view of the market demand outside, still need in product design, cost control, charging, location do detailed research to ensure the successful operation of the project?

TIME OF Opened:
January to March opening of the nursing homes have 6, April to June opening of the nursing homes have 8, July to September opening of the nursing homes have 5, November to December opening of the nursing home 8. The number of the agency opened the first and the second half of the flat opening mechanism.

Opened the first half of the endowment project a total of 3433 beds, the second half of the year endowment institution beds opened a total of 995 beds, From the season, the number of spring and autumn winter opened up pension institutions, choose this time opening also wanted to rob the Spring Festival and the Double Ninth Festival two sectors that season to try to grab market share.

Investors situation:
The newly opened pension institutions, there is 1 program for government, there are four state-owned background, two have a foreign background, the rest are The rest are private institutions

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To sum up:
Bring Beijing Social welfare projects question also gradually began to appear, administrative hand too long. One is to encourage private capital into the pension industry, but also in the urban center area regardless of the cost of pension institution building community, this is a heavy blow to private capital into the pension industry enthusiasm, so that private institutions to survive the burden, forcing private capital change into the direction of the industry, from the independent investment before are now run departments to project, investment, capital inflows less cautious, the strong involvement of government leading mode also disguised increases industry access threshold for the industry, long-term development perspective, too scattered has not formed the scale benefit, inhibit chain endowment enterprise, is not easy to make brand endowment company quickly bigger and stronger, but is left a certain living space for a number of non-standard enterprises, forming an endowment Island, together more difficult.

    Another situation is the mechanism of marketing and service radius reduced, service for marketing influence will gradually increase. Because each street is to build a community, 50 bed day care center, so the distance between the institutions become more close, the nearest customer choice becomes more, every family pension institutions about 50%-60% customer focused on the scope of the project around 3-5 km, word-of-mouth communication has become a major way of old-age care institutions in marketing the service, and became the way support.

The shortage and the flow of people has become the industry norm, institutions through its training and improving management at a rate slower, through the job to enhance position and income approach is bigger. Most of the new project management layer from medical or other industry, wages and welfare sectors also increased, the expected future movement of personnel and the shortage will be the industry's normal and will further aggravate the phenomenon.

    The government push community care center approach may work to change the idea and view public pension. Occasionally heard before in the community by community residents resisted the new pension agency news, but by the government level to promote the day care center, reduce the residents. Consciousness, coupled with the aging phenomenon has become increasingly serious; the institutions endowment this way will gradually fade the color discrimination.

    Day care center has also played a positive role, for example: 1, solved the problems of life of elderly people actually, promote consumption, such as the old table are more and more popular, pension institutions location good can receive 200 meals a day to come to the old man. 2, the old man's consumption has new pattern, can be a variety of mining such as catering, actually outside also has many social restaurants can solve the food problem in the elderly, but why the community elderly restaurant after opening or there will be so many old people to consume? These consumption ability is always there, or because the place was released. If you have been, then why do these old people will be here to consumption? The price? Hygiene? Taste? Convenience? Nutrition is the incentive for them to take the initiative to come or consumption? If the demand is being released because the community day care center opened, it means that in fact, the old man still has a lot of spending habits need guidance, they have the ability to consume, but did not find the let their consumption points. 3, day care center Daobi pension institutions open. Before the pension institutions are closed management, I have long advocated should build open nursing home, at present this kind of community care center opened to promote pension institutions to open, but also to promote people to accept the pension mechanism. 4, day care center and long-term residential, day care, the old table, service is a body, is also to the status quo of modified early individual development day care center and the old table suffered a cold, this change has indeed played a very good effect, also let us see the government investigation and adjustment in the demand side sometimes faster than we thought a little.

The government vigorously promote the community day care center model is put into one institution endowment and community support, in three kinds of endowment pattern of government design covers two kinds, the rest of the home care mode is expected to be the focus of the government to vigorously promote and support, this also and most near Beijing launched related pension policies coincide, expected in 2015-2016 year in addition to the building continue to promote community day care center, home care services will be under the direction of the government effort.

    For the Old people dining, we also launched a special investigation, the old man why would choose to day care center to dinner, in front of the row is not actually the price. In the first row is assured, one is because of the nature of many day care center is a public, there is the exclusive man eating places health let old people feel at ease. In the second row of the day care center will provide special meals for the elderly, appetite and chewing. There is a day care center service is the ordinary restaurant that can not be achieved, for example, can in time to listen to the old man years of observations and timely feedback and adjustment, let the old man feel more valued more satisfied. Before the day care center is not opened, the old man is mostly self-cooking at home, occasionally go out to eat. It seems that the elderly consumption is not without foundation, but because there is no suitable products available to them, this specifically for the elderly to carry out service, first of all because the professional is more suitable for, and secondly because service has won a number of old people in the market, this analysis, the old group of consumption ability, but lack of impress them products.

Prediction of development of Beijing in the 2015 pension institutions: 2015 will continue into 2014 of old-age care institutions in large city phenomenon, but the urban projects may be slightly reduced, around 5 or 5 foreign projects will be increased. The number of high-end projects growth should be the same as in 2014, but the monomer size will be greater, beds may also be increased. Private capital investment may also is the leading role, but the enthusiasm will be lower, state-owned enterprises may further force, will share in the pension institutions in 2015 opened the increase. In prices is expected to have a slight rise than in 2014, but that will not have high increase in 2014, which in the low-end pension project or may be stagnant, or mainly by large-scale high-end project driven, so 2015 is mainly to see risk capital project performance.

 I hope you can contact me, 13874911019 Mr. Zhou Jiale