Gateway to China’s thriving domestic service market

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Indeed, with a continually improving consumption level, mainland Chinese consumers are fast becoming an attractive point for foreign household service attendants as well as top-tier household products providers that Homeking Philippines Inc. will soon offer.

With mainland China’s middle class expanding at an unprecedented pace, increase in income is expected in a few years. In fact, by 2030, their consumer spending will reach a new level now seen in the European Union, according to The Economist Intelligence Unit, which cited that about 35 percent of mainland China’s population is expected to have in excess of US$10,000 of annual disposable income, a 10 percent rise of what they have today.


Established in 2010, Homeking is now the largest household service provider in mainland China with a customer base of over 3 million families, 30 branch companies and just last year, a revenue amounting to close to RMB 1 billion (US$150 million).

For the past 8 years Homeking has distinguished itself as a leader in household service industry in China. However, the challenge at the moment is how to remain a step ahead of the competition. “It is not enough to simply expand our housekeeping business, we have to upgrade our service by utilizing the increasing trust of our customers that we have accumulated over time, from housekeeping to articles sorting, to interior design, and eventually to health care of our customers’ family. These are the so called elevation stairs of customer’s demand as well as sequence of customer’s trust, and we have to climb each of these steps.

Homeking Philippines announced today that besides tapping premium household service market in the Philippines, it will make itself a major springboard for the mainland Chinese market will be able to have access to the best quality and dependable household service professionals. “The company strongly believes in our thrust, ‘Global Sourcing for World Services’,’’ said Mr. Yoo.


“Global Sourcing”, Homeking will seek all the best resources from all over the world in order to provide the highest standard in domestic (household) service industry, including providing best education and training resources in house cleaning, care taking, nanny, butler, best business model, best products for household use (such as kitchen ware, toiletries and other lifestyle products).

Secondly, Homeking intends bring into the world all these top level services and products together with its mature business and management model. In an era of information, international and industrial division of labor have become more diversified since our pace of life and work is faster, and people all over the world are more and more relying on outsourcing services.

Homeking has chosen the Philippines as the 1st station of its global sourcing thrust, “Filipino household service attendants (HSAs) has been known the world over for their good character and our Chinese clients will find that they are very professional, diligent and discreet, thanks to the well-established training and certification system here in the Philippines. Not only are we looking forward to introducing into mainland China HSAs but also the training and certification system we will develop here

To take the first step, Homeking has entered into a partnership with Filhigh GNS Inc. and Ikon Solutions Asia Inc., both prominent manpower recruitment and deployment agencies based in Metro Manila. This partnership will not only include recruiting and dispatching high quality Filipino household service attendants, English teachers and care takers to mainland China in the future, but also involves establishing training camps with local educational institutions, enrolling Chinese participants in courses such as housekeeping, food & beverage service, cookery amongst others, the aim is to produce high quality domestic service professional that could better serve Chinese clients. The company also intends to tap household service markets in Hong Kong, Macao and Middle East countries—while employing Homeking’s mature business model—where these two local partners have strong connection. In the end, Homeking aims to provide an even better protection of overseas Filipino workers (OFWs).

“After successful pilot run in Manila, we now look forward to establishing similar training camps in Cebu and Davao, enrolling both Chinese and Filipino nationals, and teaching them both Homeking and TESDA courses. We will be elevating their skills, foster their attitudes and at the same time protect them as they will be working under the tutelage of Homeking’s full-time employment, ensuring that they get the salary

their deserve and on time. At the same time, they will be able to enjoy the proper treatment from the families they will be assigned to,” said Mr. Yoo.

Homeking believed its efforts will soon attract more Filipino domestic service professionals to consider mainland China and will think twice before going to countries in the Middle East where they are often employed by vulgar and abusive individuals and families.

It should be remembered that last year, Philippine labor secretary Silvestre Bello III revealed that (despite the ban and hefty penalties involved) up to 200,000 were already working as domestic helpers in mainland China illegally. These families from mainland China were attracted by Filipinos’ culture and their proficiency in English, which they believed, could help their children with their studies.

This situation will soon improve considering Chinese President Xi Jinping, during the latest 2018 National People’s Congress in China, was quoted saying: “Household service is a sunrise industry, especially considering the broad employment demand in the country, people from everywhere wants join household service whenever they come to the cities, which is just what local residents need. Service classification and training will professionalize job and satisfy various demands. This work is very important, it shall create a win-win situation if we do it right.”

For this end, Homeking is seeking to integrate the most-trusted household services from all over the world, besides Philippines, the company also looks to Japan and the United Kingdom as its possible next stations for article sorting, care taking of senior people and toddlers.

Besides, Homeking is seeking to introduce high quality lifestyle products from independent designers worldwide as well, another gesture to acquire more business from its existing customers. The first Homeking store opened in January in Xiamen City, where Homeking’s headquarters located. A total of 100 stores are to be opened in China in the coming years.

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