[Editor’s Note]
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The new round of technological revolution and industrial transformation is reshaping the structure of the world economy and reconstructing the global innovation landscape. In this great change, all the stories of entrepreneurs, entrepreneurs, and workers who have the courage to innovate and act are worth remembering. With immediate effect, we are launching “Finance and Economics Weekly · Biographical Biographies”, which tells the stories of business people in the tide of globalization.
They set up a biography for the times, and we set up a biography for them.
Shenzhen is still hot in summer after a heavy rain.
Visitors on the 77th floor of Ping An Finance Center are in an endless stream. Most of them are middle-aged people, and there are also elderly people in wheelchairs, ranging from groups of three or five to more. More than twenty people. These people are searching, following in the footsteps of the health care planner, sometimes nodding their heads, sometimes focusing on a certain place.
Even people standing at the apex of the pyramid still cannot overlook aging. With the advent of the aging trend of the population, many people standing at the top of the pyramid, or the 3% of people, are also looking for the most suitable home for them-the health care community. And there is a group of people whose job is to let the “old people” to match and feel what they need most.
Today’s health care community is no longer a nursing home in a simple sense, but a higher-quality elderly care solution. At present, the institutions that provide elderly care services in my country mainly include social welfare homes for the elderly, apartments for the elderly, rehabilitation institutions for the elderly, and hospice care institutions, etc. The basic items include life care, rehabilitation management, emergency rescue and so on. However, the old-age service model is constantly improving with the development of the economy and society. CCRC (Continuous Care for Retirement Communities), community embedded pension institutions, and migratory bird-style residential pensions are gradually emerging. Insurance companies make full use of the long-term advantages of insurance funds. The layout of the health care community has attracted attention from all walks of life.
Belonging to 3% of “premature seniors”
just endedAfter a group watched the explanation, the dumplings ran to the back of the bar in the rest area and drank water. The staff in the exhibition hall also prepared a coffee break on the bar early to facilitate customers to rest and communicate.
The Tuanzi born in 1995 faces this group of people the most every day. Simply put, it is some “premature elderly” who need to face 80-100 people a day on average. If it weren’t for an epidemic, Tuanzi didn’t understand the health care industry, and would not accidentally enter the industry through the introduction of headhunters.
Yang Yi, who is also a “predecessor” who is a media major, returned to China because of the epidemic and was introduced by a friend to the health care industry. However, Yang Yi’s current work no longer revolves around the exhibition hall, but entered the bancassurance VIP service center as the team director.
Yang Yi once worked for the global luxury goods giant LVMH, mainly doing marketing. Later, he went to Hong Kong from Paris and worked in an immigration company and a company engaged in overseas asset allocation. This work experience has allowed him to face many “prospective seniors” who have purchased large insurance policies.
“At the beginning, I didn’t have much idea about health care, but I heard that I can live in the health care community by buying insurance. I think it can be linked to my resume.” , Yang Yi told the reporter that he had contacted many customers who wanted to inherit assets. Now he combines the health care community with the insurance policy and tells customers that such a product should not be too difficult for him.
On the 77th floor, Yang Yi and the team members are all facing the “premature elderly” who belong to the 3% range in the future, and the prefix is high net worth. Why is it 3%? According to Wang Haidong, Director of the Department of Aging and Health of the National Health Commission, most of the elderly in my country are living at home and in the community, forming a “9073” pattern, that is, about 90% of the elderly are elderly at home, and about 7% of the elderly. People rely on the community to support the elderly, and 3% of the elderly live in institutions for the elderly.
Actually, the needs of the “prospective seniors” who were invited to the 77th floor cannot be effectively met. Many insurance institutions or real estate companies have entered the health care industry one after another, and they have also targeted this group of people, but the gap in market demand may still exceed the growth rate of supply.
In Tuanzi’s understanding, most of these people have received good education, have reached a certain height in wealth accumulation and life experience, and their personality and spirit are very independent. They always feel that they can plan all the roads for the future, instead of leaving the task of supporting the elderly to their children. 
Shenzhen Yi Niancheng Sand Table
Is the premium threshold far more than one million expensive?
“You get what you pay for.” The 34-year-old Yang Yi looks at the threshold of premiums far exceeding several million yuan. , The expression is very simple and rude.
Compared with the insurance products launched by other insurance companies that connect to the health care community, the threshold for Ping An’s age is much higher. However, Yang Yi believes that the quality of services in most domestic health care communities that start with a premium of about 3 million yuan is still insufficient. “The fineness of the diet and the granularity of services have not yet reached some mature standards abroad.”
It can be seen from the layout of some insurance institutions that nowadays, the location of the Kangyang community has been changed from the outer suburbs to the core location of the urban area. In traditional perception, good air quality, quietness, and openness are the environment that the elderly desire. However, considerations such as the comfort of life, the convenience of children’s visits, and the flexible supporting facilities of existing medical facilities have made some health care communities Entered the core area of the city. 
Professional nursing beds in the model room of the Kangyang community
“The Kangyang community in the core area is equivalent to an orphan product in the market,” Yang Yi told the news that the company’s The method is to do the highest-end products first, and to be the customers at the top of the pyramid first. If this product is done well, it will be relatively easier to make mid-range or mid-to-low-end products.
A large state-owned insurance company told the news that the company had also tried to transform a self-owned building in the urban area into a retirement community, but there was opposition from nearby residents Large, not only do not understand the retirement community, but also worry about the value of their own real estate. In the end, this project was halted.
In general, the current health care community projects launched by insurance companies belong to the high-end product line, and customers can purchase insurance products worth millions of dollars to obtain health care. Community protectionCertificate of eligibility for admission. In terms of customer selection, insurance companies tend to focus on the company’s existing high-net-worth customer groups and treat them as potential users in the health care community.
For example, the customers that Tuanzi faces every day are some high-end customers within the group, mostly life insurance customers and private bank customers.
“The two types of customers are actually not very different.” Tuanzi will explain the health care projects of the entire group to these customers every day, so that customers can experience the products and Learn about some supporting facilities for rehabilitation and nursing. At the same time, it is necessary to start a deeper negotiation with customers.
In her view, customers will combine the health care community with their other financial products. When the customer is young, the health care community is like a financial product After getting older, you can live in the community again, and you will feel like a one-stop shop.
As one of the best health care planners on the 77th floor, Yang Yi has a deeper understanding of the two types of customers. “Private banking will have more products, insurance is only one of them, so private customers will be more sensible. But the relationship between life insurance account managers and customers can basically penetrate into the lives of customers, and they feel that they are family members. “Therefore, Yang Yi feels that life insurance customers will have stronger “stickiness”, private customers will be more rational and clearer, and they may have more independent judgment capabilities.
Yang Yi has been deeply impressed by a pair of customers who lived in Shenzhen with grandparents. “Their conditions are very good. The requirement is that the project must be in the core area, not far from home.”
“We are not selling houses”
The “competition” of major insurance companies in the health care community is not a long-term insurance It is simple to invest in capital, but to lay out a whole industry chain that covers risk management, wealth management, medical health, and elderly care.
But some people think that the health care community or a form of insurance entering the real estate industry is simply selling houses. Yang Yi said with a smile: “We are not selling houses, nor are we selling apartments. We must not confuse customers with this concept.”
Currently, insurance companies will provide For insurance products linked to the health care community, customers can obtain the eligibility to stay after purchasing insurance products over a certain amount. There are also health care communitiesServices for directly purchasing community membership qualifications. Such memberships are often divided into permanent memberships and lifetime memberships. The former can enjoy membership services for a long time until the land use right of the health care community expires, usually for a fixed period of time; The latter can enjoy long-term membership services until the end of life. 
Interior view of the model room of Kangyang Community
“You can’t over-promise. If you can do it, you can say, if you can’t do it, you can’t add more oil and vinegar.” Yang Yi introduced the previous work on the 77th floor. The status of the health care planner at work stated that the description of the rights and interests of the future health care community insurance policy, as well as the guarantee of the right to move in, the right to transfer or the right of priority to move in, must be accurate and not mislead customers.
However, Yang Yi also pointed out that when introducing the health care community, he can indeed compare the cost of moving in with the rent of the surrounding houses in the community, but two The person’s is indeed different.
“Basically, I am not simply selling Kangyang products. Most of the time, I will stand in the perspective of the customer, observe the project in his own situation, and think about him What are the doubts, and then focus on marketing according to his demands.” Yang Yi said.
Previous first-line marketing experience gave Yang Yi a great help. He said frankly that when he worked in the showroom, bank account managers and life insurance salesmen were more willing to bring customers to him. After he took the customers to see the exhibition hall, his more passionate, insightful and grounded speeches may be more acceptable to customers.
In the health care community, service is the most important part.
Tuanzi told the news that 90% of customers are most concerned about the professional quality of the nursing staff in the future health care community and the supervision of nursing staff.
How to talk to the old man, how to move the old man, how to take care of the old man’s self-esteem, these were things that Tuanzi and Yang Yi didn’t expect at first. 
Connect to the video conference at Benesse’s headquarters in Japan
It can be given to the elder to eat after being mashed into a puree and then squeezed back into a complete shape. The purpose is to take care of his heart.
Only seven are engaged in this job Tuanzi for many months bluntly said that the most annoying thing at work now is that he will meet almost 10% of customers. He will not trust him. For example, can the nursing staff really do what they said in the introduction? Rebuttal.
“This is something that bothers me a lot. After all, I can’t let everyone accept this concept, and there will always be some voices of doubt. “Duanzi said.
The most worrying issue is the elderly care of the parents
Whether it is Yang Yi or Tuanzi, in their eyes, the primary issue of elderly care is still related to their parents.
The results of the seventh national census recently released by the National Bureau of Statistics show that the population of 60 years and over is 264.02 million, accounting for 18.70% (of which, 65 years old) The population of and above is 190.64 million, accounting for 13.50%). Compared with 2010, the proportion of the population aged 60 and above increased by 5.44 percentage points.
At the time when the aging process is accelerating, many young people, especially the only child, have more or less old-age anxiety. Similar to many post-90s generations, in addition to preparing for their old-age care early-doing regular financial management, saving pensions, etc., they are also worried about the retirement problems of their parents who are far away in their hometowns.
Tuanzi told the news that he works alone in Shenzhen, and his parents are far away in Hunan, so he is more anxious about the old-age care of his parents. The parents are still working, but they are worried about whether they can take good care of them in the future, or whether they are willing to come to the city where they work.
Yang Yi, who is also an only child but has already married in Shenzhen, has his parents far away in Hangzhou, Zhejiang. But he told the news that his parents were reluctant to come to Shenzhen and felt that the pace of all aspects of the city was too fast. But I still hope that I can work harder and let my parents live in high-end health care communities in the future. This way, I can save worry. In fact, this is also a kind of filial piety.
For parents of this generation, Tuanzi said: “Elders may think that institutional care means that the family members don’t want to care about them. They have this inherent thinking.”
Before, when Tuanzi’s grandfather fell ill, his mother and two or three siblings took turns to the hospital to take care of him. But her mother has not retired, which also means that whenever it is her mother’s turn, she has to stay in the hospital the night after get off work and continue to work the next day.
“This kind of life lasted for almost two months, until my grandpa had surgery.” Tuanzi said that after that experience, her mother also started Can accept institutional pensions.
Yang Yi’s current identity has changed, and he no longer surrounds the exhibition halls and the “premature seniors” every day. Tuanzi also needs to face one group after another in batches every morning and afternoon with the “presumptive seniors” who have been “selected” by life insurance marketers from all over the world.
“It turns out that I am receiving customers in the exhibition hall. The customers are brought to me by agents, and then I assist them in marketing. Maybe I am the person who mainly talks about products.” , Yang Yi said, but now, “not only do I have to talk to customers about the product, but the most important thing is how the front-end finds customers, and the process of getting customers to stand in front of me is also done by myself.”
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