"Just Need" to Promote the Development of Confucius Center
"Among the new mothers who choose to go to the Moon Center for confinement, two-child mothers account for about half. They usually pay more attention to postpartum health investment and hope to have more professional recovery guidance and a more private recovery environment. " Chen Danping, marketing director of the True Love Confucius Institute in Dunnan, Taiwan Province, said that for a mother of two children, it can be said that there is a certain degree of "just one month", which makes more and more Confucius Institutes open and beds are tight. It is understood that at present, the number of institutions providing postpartum recovery services in Guangzhou market has increased to nearly 200, of which more than half of the residents in the Confucius Center are mothers of two children, and the fees are generally between 30,000 yuan and 80,000 yuan, and even more are as high as hundreds of thousands.
Chen Danping analyzed that the main advantage of confinement at home is that mothers are familiar with the environment and are convenient for their elders to take care of at any time. "In this way, elders are often happier, because elders can always see their children." In contrast, confinement at home is often not as good as confinement club system in maternal rehabilitation and baby care. "First of all, in terms of diet, the nutritional mix is not good. There is a widespread problem of excessive maternal nutrition supplementation. " She pointed out that there are many cases where new mothers gain 10 to 20 pounds in a month. Secondly, the care of the baby. Because of the different feeding concepts of the elders at home, it is difficult for the baby to develop good work and rest habits. In the month center, the nurse will deliberately help the baby develop good work and rest habits, so that the new mother can be more orderly in future care.
According to the Blue Book on the Development of Health Service Industry in China, about 5% of all pregnant women who intend to choose professional maternal and child health care institutions for confinement give birth. According to public information, in first-tier cities, the penetration rate of Confucius Center is 5%? 8%, and the penetration rate in other areas is less than 3%. Nevertheless, according to the data of "Analysis Report on Market Demand and Investment Planning of China Confucius Center Industry in 20 17-2022", the market size of China Confucius Center in 20 16 is about 8.26 billion yuan, that is, 20 10? The compound growth rate of 20 16 reaches 4 1.6%, and the growth rate of the industry is relatively high.
Liao Bing, a standing member of the Maternal and Child Professional Committee of Guangdong Maternal and Child Health Association, said in an interview that the Confucius Center is a part of maternal and child health management. Maternal and child health management 20 16 has entered the initial stage and will enter the mature stage in about 5 years. Now the Confucius Center is in a rapid growth stage, and the liberalization of the two-child policy is one of the main driving forces. The growth of consumer demand will bring in foreign capital and chain brands, which will make the industry more standardized, and then the service concept and price may be shuffled.
Pay more attention to "software" when choosing.
According to the investigation, there are three operating modes of Confucius Center in Guangzhou market: hotel service mode, affiliated hospital mode and community family mode. Hotel-style month-end centers are mostly chain-type large-scale month-end centers, emphasizing the comfort of living environment; Hospital affiliated month center usually emphasizes the advantages of medical technology; Community family-style month center usually takes the community as the radiation range and there are not many beds. At the same time, it provides convenient services such as sending the moon to the door and sending the moon meal.
"Consumers are usually most concerned about whether the environment is comfortable, whether the room they live in is spacious, and whether the hardware facilities are complete. In fact, what they can't see needs to be clearly understood. " Chen Danping said that in the eyes of professionals, there are several points to pay attention to when choosing a monthly center: First, whether the design of personnel moving lines is reasonable and whether the accident risks can be minimized; The second is whether it meets the infection control and isolation standards, such as setting up a separate isolation room and strictly implementing the visitor specification; Third, whether the safety details are designed in place, such as anti-skid, anti-fall, emergency call and so on. In addition, it is necessary to communicate with the staff, such as what mechanism the Yuezi Center has to observe the new mother's situation, what kind of case records are there, and how to deal with them. "These invisible things are actually the most important things, and living in them is possible." She pointed out that, for example, how often the room is cleaned and disinfected, what the nurse does when the baby takes a bath and swims, whether there is any evaluation record of the baby every day, how the mother's care is done, and what standards are used to hand over the details, it is recommended to know clearly in advance.
In addition, "Moon Meal" is also the focus of maternal attention. Generally speaking, the moon meal has no independent price and is included in the set meal. "In fact, the lunar month meal industry is not as mysterious as everyone thinks. The principle of our moon meal is' milk is not fat', and the food is high in protein and low in fat, less in oil and salt, and light. I hope that my mother will not be fat when giving birth to a child. " Chen Danping said that at present, the moon meal mainly consists of high-protein and low-fat meat and mild vegetables, but the quantity is very particular. She said that apart from the moon meal, personalized health teas such as "breast-feeding tea", "biochemical soup", "intestine-moistening tea" and "Gan Yang tea" are also important means for new mothers to adjust their health.