Aunt Shen booked a professional massage service—"Does lifting your arm like this feel sore?" "Is the pressure enough?" On the morning of October 28, Aunt Shen, a resident of Daxi Community, enjoyed an hour-long professional massage at home after scheduling the service via a mini-program. The platform allows users to order grocery delivery, cleaning services, in-home massages, meal deliveries, and more. This is part of the "Property + Elderly Care" initiative launched by Ouyang Road Subdistrict in Hongkou District, which officially established its alliance on October 28.
The alliance brings together multiple stakeholders, integrating elderly care resources. Its first phase has attracted over 80% of local property management companies and more than 50 neighborhood merchants.
**Most Popular Services Among Seniors** As the subdistrict with the highest aging rate in Hongkou—48% of registered residents are aged 60 or older—90% of seniors under the "9073" elderly care framework prefer aging at home. However, the shortage of home-based care services remains acute. Property management companies, with their proximity, quick response, and high trust levels, are uniquely positioned to fill this gap. Ouyang Road began piloting the "Property + Elderly Care" model in July 2022.
Jiangjiaqiao Community was among the first to adopt the model. A service station run by Hongda Property offers daily cleaning, meal delivery, and medical escort services at below-market rates, available as standalone or bundled packages. A popular choice is the "Love Elderly Care" package at ¥3,000/month, which includes two daily meals, weekly deep cleaning, bathing assistance, monthly haircuts, nail care, unlimited medical escort services, and routine nursing. Other options include meal-only packages priced between ¥1,200–2,500/month.
Tong Jie, Deputy General Manager of Hongda Property, explained that seniors subscribing to these packages receive a "Xiaodu Screen" for video-calling property staff to access 34 services across five categories: traditional property services, emotional support, medical care, housekeeping, and daily assistance. The company leverages idle time of security patrols for service delivery, with earnings fully returned to frontline staff, while outsourcing specialized tasks to third-party vendors like local家政 firms. So far, the program has expanded to about 20 communities in Hongkou.
Regarding risk management, Tong noted that services currently exclude seniors with severe cognitive or physical impairments. Standardized service agreements are being drafted to clarify liability, alongside discussions with insurers for tailored coverage.
Another alliance member, Shanghai Yaoyao Health Services, offers both in-home visits and in-store experiences at its "Silver Hair Warm House," featuring micro-pressure oxygen chambers and circulation therapy equipment. A hypertensive resident, Aunt Wang, tried the latter and praised its effects.
**Building a 15-Minute Elderly Care Network** The subdistrict also released its 1.0 Service List, detailing 50 items across daily care, health services, emergency aid, and emotional support—all transparently priced with discounts for vulnerable groups. Subdistrict Director Li Xiaoqiang emphasized plans to refine offerings based on feedback.
Party Secretary Cheng Jun outlined future goals: leveraging the alliance to create a 15-minute care network, expanding coverage, enhancing service quality, and strengthening risk controls through staff training and standardized protocols.
Professor Tang Youcai of East China University of Science and Technology highlighted property firms' community roots and demand insights. The model merges property management with elderly care, forming an integrated "people-property" service system. The alliance further consolidates resources, linking merchants, healthcare, and家政 providers to address "last-mile" challenges. He recommended specialized training for property staff, standardized workflows, and dynamic evaluation mechanisms to ensure continuous improvement.
*(Original title: "Aging Rate Hits 48%: Shanghai Neighborhood Launches 'Property + Elderly Care' Alliance—What Benefits Do Residents Gain?")*