From door-to-door cooking to feeding cats and walking dogs to providing home services, there is a strong new trend in consumer spending
2024-04-08
In recent years, there has been a strong and enthusiastic trend in the consumption of life services. The life service industry, represented by housekeeping, washing, and maintenance, has developed rapidly, and home services have supported a trillion dollar market. With the continuous improvement of industry specialization and digitalization, the demand for residential life service consumption will be further activated, and the huge market potential is expected to be further unleashed. Aunt Chen, who lives in a residential area in Lujiazui, Shanghai, has recently frequently handed over the power of the family's head. She only needs to buy the vegetables and put them in the kitchen every day, and there will be a pre arranged aunt coming to her door. The dishes and requirements have been communicated in advance on WeChat, so there is no need to do it yourself. Two hours later, a table full of local flavors will be served on time. "Compared to being busy for half a day in the past, now finding someone to come and cook at home with ingredients that are safe to eat and up to the level of a chef is worth it!" Occasionally, when encountering a familiar neighbor in the elevator, Aunt Chen would often recommend it. In recent years, there has been a strong and enthusiastic trend in the consumption of life services, with the life service industry represented by housekeeping, washing, and maintenance developing rapidly. The recently held Shanghai Life Service Industry Summit revealed that these home services have supported a trillion dollar market. With the continuous improvement of industry specialization and digitalization, the demand for residential life service consumption will be further activated, and the huge market potential is expected to be further unleashed. Life services are becoming increasingly specialized and detailed. "Except for not repairing emotions, everything else is being repaired." Li Qilong, COO of Woodpecker Home Repair, is accustomed to this opening statement. The enterprise started in Chongqing and now covers more than 2200 county-level and above cities nationwide. In so many cities, besides emotions, what does "other" actually include? Li Qilong said, "Our maintenance services have 410 scenarios, of which there are about 1000 SKU units in a large quantity. We believe that there is still great potential in the segmented market." In recent years, many practitioners, like Li Qilong, have seen the trend of professional and differentiated development in life services. "For example, pet cleaning and wardrobe organization and storage services were not available before, but in recent years, their compound growth rate has been very fast." Lin Jie, CEO of e-Home Economics, admitted that although companies tend to focus on a single category of household cleaning, it is clear that from 2023 to 2024, the needs of consumers, especially young people, have become increasingly diverse and personalized, giving rise to a series of new service content and scenarios. The shoe washing industry is a typical example that has emerged to solve the life troubles of young people. In the past few years, this niche track has become a trend in the life service industry. "Among our consumers, consumers aged 18-35 account for 75%," said Zhang Guoqing, founder of Da Jing Washing. "The huge demand has driven the market supply to seven or eight times, and the laundry factory model that serves pure online orders has begun to emerge. The division of labor in the industry has also been further refined, and the industry chain effect is gradually emerging.". Continuously developing towards specialization and differentiation has injected new vitality into the life service market. According to Meituan data, the frequency of life service consumption has been increasing year by year, and the transaction volume in 2023 has increased by 100% year-on-year. Among them, new services such as door-to-door cooking and feeding cats and walking dogs have grown rapidly, and the related search volume has doubled year-on-year since the beginning of this year. Sinking City
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