Introduction to Hui Xiang Fu:Shanghai Hui Xiang Fu Elderly Care Service Co., Ltd. is an independent company specializing in elderly care operations. It has now become one of the leading enterprises in community elderly care services in the Yangtze River Delta region. Focusing on the development strategy of "grouping, diversification, and internationalization," the company continues to deepen the core of elderly care services and has built a "Five-Heart" service culture.In 2016, the "Hui Xiang Fu" brand was registered, expanding the business scope of health and wellness care. The company has been deeply involved in operations, focusing on Shanghai while making comprehensive layouts in the Yangtze River Delta region. It has now entered eight major core cities across the country, with in-depth layouts in Shanghai and Nanjing. More than 40 projects have been implemented, and the company has a mature operation team of nearly 1,000 people.Among its institutional operation and management business: nearly 40 projects are managed nationwide. Among them, Shanghai Quanxin Cognitive Care Institution and Changfeng Cognitive Care Institution serve as specialized cognitive care institutions.Project Background:Aging has become a major challenge faced by countries around the world. Shanghai is entering a stage of severe aging, and the degree of aging continues to deepen. The Shanghai government is actively promoting elderly care institutions to extend professional services to residents' doorsteps. However, the quality of elderly care institutions in the market varies greatly, and the level of services provided is inconsistent. Hui Xiang Fu is committed to building a competitive and distinctive elderly care service system.

The project covers the pain points and needs of different types of elderly individuals, including those who are high-aged and self-care capable, severely disabled, moderately disabled, and those with cognitive impairments, when they move into elderly care institutions. Hui Xiang Fu is able to provide more comprehensive services, enabling the elderly to lead more comfortable and joyful lives in the institutions.The future implementation of the project can promote the standardization and normalization of elderly care services, improve the social elderly care service network, and advance the high-quality development process of elderly care institutions.

The project, through a co-creative approach, not only ensures the professionalism and practicality of the service design but also enhances the Hui Xiang Fu team's sense of identity and participation in the project. By deeply exploring the service content of elderly care institutions, integrating and restructuring fragmented service concepts, a differentiated service system that meets market demands is created. Meanwhile, the unique service highlights within this system have established a service model that can lead industry development, enabling Hui Xiang Fu to stand out in the highly competitive elderly care service market and providing a clear direction for future brand expansion.

Through meticulously designed services, the needs of the elderly in various aspects such as daily care, medical nursing, and spiritual and cultural life are met. This enables them to enjoy a more comfortable, convenient, and dignified life, enhances their sense of happiness and belonging, and improves the quality of their later years. Meanwhile, by providing professional elderly care services, the burden of caring for the elderly on family members is alleviated. This allows family members to better balance their work and caregiving responsibilities, reduces family conflicts, and promotes family harmony. It also helps to mitigate the pressure brought about by an aging society and maintain social stability.

The team from [Bridge Consulting] conducted in-depth exchanges with four senior executives, two institutional directors, and six front-line employees from Hui Xiang Fu Group, gaining insights into the group's vision and current operational status.The Hui Xiang Fu team organized group invitations and completed 25 in-depth interviews with family members and 8 interviews with elderly residents, listening to user needs and expectations, which provided valuable insights for service innovation.The [Bridge Consulting] team also visited three Hui Xiang Fu institutions and three competing institutions on-site, offering a direct understanding of the industry status and competitive landscape.

Innovative elderly care services transform the brand's distinctive and competitive service offerings into service highlights that are easily perceptible and shareable by customers, thereby constructing a service model that can lead the industry.

The project, from its initiation to design delivery, took a total of 40 days.

1. Conducted in-depth interviews with elderly individuals and their families, as well as with institutional staff and managers, to collaboratively create a comprehensive user journey. Extracted five key experience keywords and defined the Hui Xiang Fu “HEART” Service Highlights System and 15 major service scenarios, providing feasible guidance for chain operation.2. Guided by the needs of the elderly, the project has effectively integrated “service standards + management systems + elderly individuals + professional environment” to explore a future tripartite mid-to-back office support system comprising a “Professional Care Blueprint + professional elderly-friendly assistive devices and facilities + Smart Elderly Care SAAS system.”