PengRun's words:
With the upgrading of lifestyle and concept, the pension model has developed from "traditional single" to "trendy and diversified". The United States is popular for "group" pension, Germany favors "cohabitation" for pension, and in China, "sojourn pension" has gradually become an emerging pension model. The elderly can choose to spend the rest of their lives in their favorite places while traveling. Seeing the wonderful and trendy retirement life of this class of seniors, we can't help but think "What will happen when I get old?" ”。Pengrun has also been paying attention to the market dynamics of vacation, health care and silver hair recently, and focusing on the leisure and vacation needs of customers aged 50-64 on such topics, and wrote the "Sideburns Frost Hotel and Leisure Resort Market Insight Report", hoping that this article can help investors understand the mode of living and pensioning, and explore the traffic code behind the silver economy.
Burning Dimension (ID: Chaintruth) original.
Author |Mashuye.
Edit |Xie Zhongxiu.
Sojourn for the elderly has become a trendy option for the elderly.
On March 30th, in Puzhehei, Yunnan Province, a national 5A-level scenic spot, Sister Ru, who was born in the 70s, was bidding farewell to the first batch of residents who experienced the elderly care while living in a group in March, and an aunt in her 80s was holding Sister Ru's hand tightly, "I will come again, I still want to go to Dali and Tengchong." The aunt muttered while reluctantly looking back at the simple small courtyard behind her. The days of living in Puzhehei made their group of gray-haired "peers" seem to have become a family.
Figure: Sojourn for the elderly** Provided by Sister Ru
Sister Ru told Ran Zhiyuan that starting from 2021, her sojourn pension base has been "landed and blossomed" in 6 places such as Dali, Puzhehei, Xishuangbanna, Lijiang, Tengchong, and Qingchengshan in Sichuan.
The so-called sojourn group pension is to go to a place with beautiful mountains and rivers, while recuperating and recuperating, while experiencing the local culture, everyone lives under one roof, intimate and lively. Like Sister Ru, Sister Wang, a post-50s generation from Northeast China, bought a house for her retirement in Xishuangbanna as early as 2018. In 2021, observing that there are more and more elderly people who are "rich and leisure" and like long-term travel, Sister Wang simply changed the house into a homestay for the elderly while living in a group.
At most, there are more than 140 people who come to live and retire here, some are seventy or eighty years old, some have just retired in their fifties and sixties, and in the past two years, there are many people in their thirties and forties who have come to experience retirement life in advance. Talking about the reason for living for the elderly, Sister Wang said bluntly, "The old people have pensions, their children are usually busy, and their grandchildren are older, and they are no longer needed, and there are many people who come to Xishuangbanna to live for a year." From the perspective of destinations, Yunnan seems to have become a popular choice for sojourn and pension, such as Sister Wang and Sister Ru's sojourn and pension bases are located in Yunnan.
Of course, there is also a cost to living for the elderly. For example, Sister Wang told Ran Zhiyuan that her homestay in Xishuangbanna is located in the Dai Garden, and the monthly food and accommodation fee is only 2,200-2,400 yuan. However, what is the "cost performance" of sojourn and pension, and the old people themselves "have this account" in their hearts. "People of the same age in the Northeast as me have pensions of about 3,000 yuan a month, which is acceptable to everyone. And such a "good quality and low price" form of sojourn and pension has also made Sister Wang's homestay crowded with "repeat guests", "The guests have stayed for at least half a year, and some have come back three or four times." From home care to group care, and now choosing a scenic place to live in a group pension, the pension life of "parents" seems to be becoming more and more "trendy".
However, in the process of group pension, and even sojourn for the elderly, there are also many troubles and problems, such as Jiang Yichun in Hangzhou's "recruiting strangers to support the elderly together" team bluntly said that more than a dozen elderly people live under the same roof, in addition to language, living habits, and even small eating preferences, "contradictions are everywhere." Even the details of the electricity bill are subject to high costs.
However, these issues can be resolved through communication and compromise. What needs to be dealt with more seriously is that "old age" is often "sick", and the response to temporary illness and the allocation of medical resources are also problems that must be faced. Group pension and sojourn pension are bold and beautiful attempts, but it is also necessary to carefully deal with the problems and difficulties that may arise.
I wanted to "take a break".As a result, it workedPatriarch
In 2018, Sister Wang decided to come to Xishuangbanna from her hometown in Northeast China for a long-term stay, after she had done a small business and undertaken projects, "I have been busy all my life, and I want to find a place with good scenery to rest when I am old." In 2021, this is the fourth year that Sister Wang has come to Xishuangbanna for a long time, and she found that after retiring like herself, there are more and more elderly people in this tourist resort called "natural oxygen bar", and "it is not a few days of tour groups to come and go, and a stay is a few months", Sister Wang simply changed her house into a homestay for rent. Later, because the guests who stayed for a few months were not accustomed to eating "Dai flavor meals", Sister Wang had to start providing "dining services" outside the accommodation, and as the guests spread the word of mouth, more and more elderly people came to Sister Wang's homestay. In a blink of an eye, it became nearly a hundred elderly people living together for the elderly. Sister Wang told Ran Yuan, "Although the guests don't know each other, they are intimate together, and some people take pictures when they go out to travel together, and sit around a table to eat", and even sometimes Sister Wang is too busy, and the guests will "be familiar with the road" to help clean up, "make dumplings and wontons", like a "warm family".
Picture: The travelers in Sister Wang's B&B** Courtesy of Sister Wang
Sister Ru was also "planted" in the sojourn pension model when she was living in the elderly, and opened a sojourn pension base. In 2020, the domestic tourism business will stagnate, and Sister Ru, a travel leader with more than ten years of "old experience", will also "lose her job all of a sudden", and is hitting the retirement node, and Sister Ru, who is "used to running", does not want to follow the traditional "home care" model, "People who stay at home are always too lazy to move, it is better to go outside to see, enjoy the beautiful scenery, and relax." Therefore, in 2021, Sister Ru stayed for more than four months in the sojourn and pension base of Dongge, who is also a tourism practitioner, and this experience made Sister Ru realize that the elderly group after retirement wants to experience the local customs and characteristic culture at a deep level compared to fast-paced check-in tourism, and this kind of sojourn "must not be industrialized, but full of warm family feeling".
In November 2021, at the invitation of a friend, Sister Ru created the "Happy Sojourn" brand to find idle homestays in Yunnan Province for long-term cooperation. From 2021 to the present, Sister Ru's sojourn and pension base has settled in nearly 10,000 elderly people, "Our oldest sojourner here is 89 years old, and in 2023, there will be many grandparents and grandparents who will live with their grandchildren who are a few years old." In the sojourn pension homestay, the old people don't have to cook, taking Sister Ru's pension base in Puzhehei as an example, "2680 yuan a month, including not only three meals a day, but also utilities, Internet fees and other miscellaneous expenses, on average only 89 a day."$9".
For the elderly who have worked in the family all their lives, I think this is like a hands-free revolution. Sister Ru said. In Sister Wang's inn, 2400-2600 yuan a month, you can enjoy at least 8-10 kinds of breakfast, and lunch is a nutritious and balanced four dishes and one soup. "The guests who have come to stay at my house have all eaten fat. Sister Wang added with a smile.
At the same time, the elderly can also enjoy the surrounding tourist routes specially planned by Sister Ru's team, "Everyone is AA system when they go out to travel, and they play together, which is equivalent to making a group of new friends in old age." In the comment area of Sister Ru's Douyin live broadcast to share the sojourn and group pension, it is not only full of envious voices of many young people, but also anxious inquiries from retired elderly groups. Sojourn-style group pension has become a new trend of white-haired group pension.
A utopia of travel, retirement, and making friends for retirement?
In addition to tourism, sojourn pension has also become a new trend of "group pension" for the elderly. Sister Wang said that Xishuangbanna is a national 4A-level tourism base, "the scenery is good, suitable for the elderly to maintain health", in this beautiful scenery, pleasant climate land, Sister Wang received a lot of white-haired tourists from the northeast, Xinjiang, Xi'an and so on. "They often like to go to this city for two months and go to that city for two months", and compared with husband and wife traveling, Sister Wang's pension homestay obviously provides more "travel partners" for travelers, "Everyone lives under the same roof, always discusses to play together, take pictures of each other, and unconsciously become friends." In addition, "living in a foreign country has allowed me to meet a lot of friends who have no interest in it at all. Sister Ru excitedly said that after at least 4 months of sojourn and retirement life, she felt that in "the strange city of Yunnan, you can drop everything and start again, which is great."
In the process of sojourn, she accidentally made two best friends, and even one of them became Sister Ru's current partner, and "she", who loves Douyin live broadcast, also taught Sister Ru how to live broadcast. In Sister Ru's sojourn pension base, the longest traveler often lives for more than half a year at a time, and every frequent visitor Sister Ru can be named, "Like Brother Wang and Brother Li, they lived in the Dali base for a month, went home for a month, and then went to the Banna base for half a year." What touched Sister Ru the most was that these passengers "regarded the base as a home in the distance".
Figure: Sojourn and pension to play together** Provided by Sister Ru
Now I don't want to send guests when they leave, or I'm going to shed tears. Sister Wang said that whether it is between guests, or between travelers and landlords, they are all "emotional" in the process of sojourn. What touched Sister Wang the most was that several times, in the middle of the night, the elderly in their 80s were not feeling well, and all the residents on the entire floor got up to help, "Some people are responsible for contacting the hospital, some people are responsible for calling a car, and some people are responsible for accompanying each other throughout the process, just like family members care for each other." However, this kind of "pension form" of living under the same roof and living in a group also has an unknown bitterness under the excitement.
There are two eldest sisters from Qingdao, and they will leave on the first day of arriving at the base. Sister Ru said, "Because sojourn and elderly care are often shared by tourists, many elderly people who are accustomed to hotel-style accommodation cannot accept it." However, under the persuasion of Sister Ru, in the end, "the two Qingdao eldest sisters not only stayed, but also said when they left that if they really left, they would not be able to enjoy such a good pension experience." In addition, for Sister Ru, the sojourn pension base is generally in cooperation with the local homestay, and Yunnan, as a major tourism province, "the rent in the off-season is not sold at a high price, the base has less passenger flow, and when it comes to the tourist season, the surrounding homestays can be increased several times, but the pension homestays can not be significantly raised." In addition to the cost of property, personnel and other expenses, the current profit of a room is less than 10%, or even 5% is already a high profit for the elderly. Sister Ru told Ran Yuan.
When it comes to the future, Sister Wang, who is 62 years old this year, said, "I want to keep it open", "If I don't do it, what if my old guests go back to Xishuangbanna to live?" "Getting along with the guests day and night, they have already become friends of a big family, "When the time comes, they will not eat or live well, I will definitely have to worry about it." Nowadays, with the opening of the epidemic, the sojourn pension is becoming more and more popular with the elderly, and the monthly rent of Sister Wang's homestay has risen from 2,000 yuan per month during the epidemic to 2,400-2,600 yuan per month, and Sister Ru's sojourn pension base has also risen due to the "tourism fever" in Yunnan Province. Entering 2023, Sister Ru has also begun to look for idle homestay hotels in Yunnan, Guizhou, Hainan and other provinces where the air temperature is suitable for the elderly. Sojourn for the elderly, there are obviously more new stories to tell.
Is it good to live in a group, live in a good future or look beautiful?
In fact, behind the boom in sojourn and pension, it is inseparable from the continuous improvement of the consumption capacity of the domestic elderly population, and at the same time, the post-epidemic era undoubtedly provides a very considerable development space for the sojourn and pension market. According to the Annual Report on China's Domestic Tourism Development (2022-2023) released by the China Tourism Academy, in 2021, a total of 119.4 billion person-times, accounting for 36 percent of the domestic tourism source market81%。According to Ctrip data, as of September 2022, the per capita travel spending of tourists aged 60 and above increased by 23% year-on-year, with the 60-65-year-old group seeing the largest increase, exceeding 30%.
Tuniu's data also pointed out that the elderly group is more "willing to spend", among which the high-cost boutique long-haul tours are popular with the silver-haired group, and the unit price of Yunnan routes (including round-trip air tickets) is basically more than 4,000 yuan. In this regard, Sister Ru said that the silver-haired tourism has long been "very different", the traditional impression, the elderly will always be attracted by the "low-cost group", and now the elderly prefer to "slow down" in the high-end tourism, can not be ignored is that health travel, health vacation has become a new trend of elderly tourism. "Since the outbreak of the epidemic, products with health as a selling point have been loved by tourists, especially the elderly." However, although it is good to live for the elderly, there are also considerable risks. Taking advantage of the popularity of the concept of "sojourn and pension", many ** for the elderly are also hidden.
According to CCTV News, in March 2023, a "shared health care" project of Chaxing Technology, under the banner of "specially built for the retired elderly", called on the elderly to invest, with a minimum investment threshold of 6,000 yuan, and promised to get 150 yuan per day, and they can also enjoy sojourn-style pension, but many elderly people found that soon after the company "went to the empty building", the investment money disappeared. Whether it is sojourn pension, or the "group pension" that has been frequently discussed in recent years, there are many difficulties. Previously, Mr. Zhu and his wife, who "recruited strangers to support the elderly together" in the newspaper, attracted attention, and at the beginning of 2018, Jiang Yichun joined this big family. In addition to the group, I also quickly felt the problem, such as more than a dozen elderly people living under the same roof, in addition to language, living habits, and even small eating preferences, "It's really contradictory everywhere." ”
Picture Eat under one roof** Courtesy of Sister Ru
At the same time, the living expenses brought by the group pension are real, and the most "headache" for Jiang Yichun, "In fact, it is very affordable to buy vegetables and cook together, but when more than a dozen people are together, the amount of water and electricity bills will go up all of a sudden." Taking Hangzhou where Jiang Yichun lives as an example, the local electricity consumption is according to the ladder, "We 13 people share a household, and the low-price gradient (2000 degrees) allocated to each household is used up in the first month, and the second gradient is used up in the second month, and when it comes to the third month, it has become the most **, one dollar and one kilowatt-hour of electricity", Jiang Yichun said, "The monthly electricity bill has risen to 200-300 yuan per household." For the small problems in life, as the old people "play cards together, sing together, and the relationship is getting better and better", the contradictions have also been resolved. However, even after many reports to the relevant departments, "the policy has not been tilted for the time being".
In addition, because the elderly people who are in a group often choose the address in the suburbs of the city, or a tourist destination with "limited transportation", "I also hope that we can be equipped with hospitals and other basic equipment nearby, so that we don't have to drive 1-2 hours to reach the hospital in the city." Jiang Yichun added. In this regard, "health care services can be integrated into tourism products, especially based on the current scientific and technological means of big data and artificial intelligence, to build a smart health care route system to serve the elderly." At the same time, to strengthen the tourism goods and services for the elderly, to strengthen the tourism infrastructure guarantee, but also to have a digital platform for the elderly, which also requires the community or tourism operators to be willing to provide relevant support in more channels.
On February 2, 2023, the civil affairs departments of Ningxia, Shanxi, Yunnan and Guangdong provinces have signed a framework agreement on cooperation in sojourn and pension for the elderly, and will establish databases of pension institutions (enterprises), social organizations, and sojourn pension bases to guide the pension industry business associations (associations) to better carry out sojourn and pension for the elderly. At the same time, in view of the tourism consumption trap of the elderly group, the cultural and tourism departments are also actively carrying out special actions to crack down on pension fraud, further standardize the operation order of the cultural and tourism market, and safeguard the legitimate rights and interests of the elderly. "Whether it is a sojourn pension or a group pension, retired seniors are exploring a variety of ways to enjoy life, but there is still a long way to explore to do a good job of group pension. Sister Ru also said in the end.