清晨的电话铃声，对宋女士而言，曾意味着一次险些无法挽回的遗憾。 一、1.3亿空巢家庭：老龄化下的养老困局 第七次全国人口普查数据显示，我国60岁及以上人口已达2.64亿，占总人口的18.7%。其中，独居和空 巢老人超过1.3亿。 当"银发潮"以超预期速度袭来，传统"养儿防老"的家庭结构发生松动。国家卫健委数据显示，我国90% 左右的老年人选择居家养老，而中国空巢老人占比已近6成，独居老人占14.2%，仅与配偶居住的占 45.5%。空巢、独居现象普遍，子女外出工作成为常态，物理距离与时间成本构成了当代孝心的最大壁 垒。 另一方面，机构养老资源紧张且并非多数老人首选；聘请住家保姆则面临隐私顾虑、专业度参差与情感 上的"陌生感"。在尊严与安全之间，在独立与照料之间，老年人及其家庭正在迫切寻找一个可靠的平衡 点。 "我们这一代，是夹在中间的。"宋女士的工作节奏繁忙，而父亲今年74岁了，是位勤勤恳恳的退休工 人，因女儿忙于工作，他常常一个人在家。 清晨，深圳某写字楼里，宋女士正在办公室忙碌，一通紧急电话打破了平静。电话那头的声音礼貌而急 促："宋女士您好，我是平安居家养老管家。家中洗手间的跌倒监测雷达监测到异常预警，雷 ...

编者按：迎来爆发式增长。近日，21世纪经济报道与平安人寿联合发布《中国居家养老服务师职业发展报告（2025）》，详解 居家养老服务师作为养老服务需求下产生的新职业，其角色定位、发展挑战与广阔前景，在"9073"养老格局中的又能起到何种 关键作用？ 北京市朝阳区的杨明（化名）的父亲今年80多岁了，患有关节炎，行动略有不便，独住在自己家附近的一个小区里。 杨明日常工作繁忙，时常出差，自己无暇照护父亲。他想把父亲送进养老院，但父亲因为旧家难离不愿意去，只能同意父亲居 家养老。但对杨明来说，随着之而来的问题是：如何找到靠谱的照护者？老人独自在家磕着摔着怎么办？ 杨明遇到的照护难题并非个例，是众多家庭面临的现实困境。数据显示，截至2024年年末，我国60岁及以上老年人口总量已突 破3亿，其中九成老人选择并希望在家中度过晚年。近日，21世纪经济报道联合平安人寿发布了《中国居家养老服务师职业发展 报告（2025）》（以下简称《报告》）。《报告》分析了当前居家养老的需求、变革及产业态势，为破解养老难题提供了参 考。 居家养老成主流 "家庭+社区"协同需求凸显 从"能养老"到"养好老" 专业照护与适老化改造成关键 不过，在共识 ...

Core Viewpoint - The "Ping An Guanjia" home care service brand, under China Ping An, has been recognized as a "2025 Outstanding Influential Brand" at the "Golden Shell" Asset Management Competitiveness Case Release Ceremony, reflecting high industry and market recognition for its services [2][9] Group 1: Service Overview - "Ping An Guanjia" was launched in 2022 to provide comprehensive home care solutions for eligible clients, integrating insurance and home care services [3] - The service has expanded to cover 85 cities in China, with over 190,000 clients qualifying for services by April 2025 [3] - The service model includes three components: Smart Butler, Life Butler, and Doctor Butler, addressing various aspects of elderly care [3] Group 2: Customer Satisfaction - Customer satisfaction rates are high, with Life Butler service satisfaction at 98% and Doctor Butler service satisfaction at 99% [4] - A case study highlighted the effectiveness of the Doctor Butler service in preventing a health crisis for a client, showcasing the service's proactive approach [4] Group 3: Integrated Service Models - The brand has developed three integrated service models: "Care Union," "Home Union," and "Joy Union," aimed at enhancing service quality and customer satisfaction [5][6][7] - The "Care Union" model, launched in October 2023, integrates over 40 rehabilitation service providers to improve service delivery [6] - The "Home Union" model, introduced in March 2024, focuses on home safety assessments and modifications, significantly increasing service engagement [6] - The "Joy Union" model, launched in August 2024, offers social and recreational activities for the elderly, promoting mental well-being [7] Group 4: Industry Standards and Future Plans - China Ping An is actively involved in establishing industry standards for home care services, collaborating with academic institutions to create guidelines [8] - The company aims to enhance its "insurance + home care" model, focusing on providing cost-effective and efficient services for clients [8]

Core Viewpoint - The insurance industry is undergoing significant restructuring, with over 1,000 branch institutions being closed this year, averaging five closures per day, primarily in lower-tier cities [1][3][5]. Group 1: Institutional Closures - The National Financial Regulatory Administration approved the closure of 61 insurance branch institutions in one week, including 45 marketing service departments, 15 branch offices, and one telemarketing center [1][2]. - Major companies like Taikang Life and China Life have been particularly active, with Taikang Life closing over 200 branches this year, accounting for nearly 20% of total industry closures [2][3]. - The majority of closures are concentrated in third and fourth-tier cities, where market capacity is limited due to declining consumer spending [4][5]. Group 2: Impact on Business Models - Life insurance companies account for approximately 78% of the closed branches, while property insurance companies represent about 20% [5]. - Marketing service departments are the most affected, making up over half of the closures, followed by branch offices at around 30% [5]. - The shift towards online insurance purchasing is evident, with online purchase rates increasing from 73% in 2023 to 78% in 2024, while offline rates have decreased from 85% to 79% [5]. Group 3: Cost Management and Efficiency - The average annual operating cost for county-level marketing service departments exceeds one million yuan, leading to a serious "input-output imbalance" in lower-tier cities [6]. - Closing inefficient branches could reduce comprehensive cost ratios by 0.3 to 0.5 percentage points, as companies face pressure to optimize their operations amid regulatory constraints [6][7]. - The restructuring aims to lower operational costs, improve financial performance, and reallocate resources towards technology and service enhancements [7]. Group 4: Future Strategies - The insurance industry is transitioning from a product-driven approach to a value-service model, necessitating a more refined network of physical locations [9]. - Companies are expected to continue optimizing their branch networks, focusing on high-potential emerging markets and specific service-oriented locations [9][11]. - New branch models will incorporate value-added services such as health management and elder care, moving beyond traditional insurance sales and claims [11].

Core Viewpoint - The future of home-based elderly care services in China is expected to become a competitive market similar to the elder care community sector five years ago, but it currently faces three major bottlenecks: unclear profit models, insufficient care services, and the need for industry standards [1][3][5]. Market Overview - As of 2024, the population aged 60 and above in China is projected to reach 310 million, accounting for 22% of the total population, with those aged 65 and above reaching 220 million, or 15.6% [4]. - The current elderly care system in China follows a "9073" model, where 90% of elderly care is home-based, yet less than 1% of the elderly reside in care institutions [2]. Industry Trends - The demand for home-based elderly care is increasing due to the aging population, with a significant shift towards community and home care services [3][5]. - Insurance companies are increasingly entering the home-based elderly care market, adopting a light-asset model to avoid the heavy competition in elder care communities [2][5]. Government Support - The Chinese government has issued multiple policies to promote the development of home-based elderly care services, emphasizing community support and the enhancement of care for disabled elderly individuals [2][5]. Insurance Companies' Strategies - Over 20 insurance companies, including China Ping An and China Taiping, are actively exploring home-based elderly care services, utilizing models such as "insurance + service" and long-term care insurance [2][5][6]. - China Ping An launched its home-based elderly care service brand "Ping An Butler" in September 2022, covering over 85 cities and serving more than 190,000 clients by the end of 2024 [6]. Challenges in the Sector - The home-based elderly care sector faces significant challenges, including a shortage of qualified caregivers, with a reported gap of 5.5 million caregivers needed [17]. - The lack of standardized services and quality control in home care presents difficulties in meeting diverse elderly needs [18][19]. Future Outlook - The home-based elderly care market is expected to experience explosive growth, with projections indicating that the market could exceed 50 billion yuan by 2026, and the overall commercial elderly care market could surpass 200 billion yuan [8]. - Insurance companies are anticipated to integrate home-based elderly care services into their sales systems, driven by the increasing demand for such services [16].

Core Viewpoint - The development of elderly care services in China is increasingly focused on establishing dedicated institutions, similar to schools and hospitals, to create a comprehensive elderly care service system [1] Group 1: Institutional Development - The Ministry of Civil Affairs emphasizes the need for institutions to support the elderly care service system, highlighting the importance of street-level elderly care centers in building a "15-minute elderly care service circle" [1] - The Peace Li Street Elderly Care Center in Beijing, operated by Taikang Insurance Group, is one of the first centers to be approved in 2024, showcasing the integration of community services with institutional capabilities [3][4] - Taikang's Peace Li project combines institutional elderly care with community services, aiming to enhance resource efficiency and sustainability in elderly care [4] Group 2: Market Trends - There is a growing trend of insurance companies entering the elderly care service market, with Taikang leading the way in integrating community and institutional services [4][7] - Taikang has established a presence in 36 key cities with 43 projects, serving over 15,000 residents, and plans to complete its national layout by 2024 [4] - Other insurance companies, such as Ping An and China Life, are also expanding their services to include home-based elderly care, indicating a shift in the industry towards more comprehensive service offerings [7] Group 3: Service Models - The "institution + regional elderly care center" model is being explored as a collaborative approach between government and institutions to meet the growing demand for elderly care services [4] - The integration of technology and diverse service offerings is essential for improving the efficiency and effectiveness of home-based elderly care services [6] - The differences between institutional, community, and home-based elderly care services necessitate a reevaluation of management and service delivery models to enhance overall service capabilities [6]