Guangzhou Women and Children Development Center - Market Research on the Industry Internet in Home Services
Research scope
I. Organization Overview The Guangzhou Women and Children Development Center (formerly the Guangzhou Center for Family Education Guidance) is a public welfare institution directly affiliated with the Guangzhou Women's Federation. Officially established in July 2021, the center undertakes diversified functions including policy research and advisory, career development guidance, and family education support. It possesses strong public service capabilities and professional research foundations. In 2023, it was recognized as a provincial-level training demonstration base. By 2024, its home services standardization project had trained 4,061 individuals through skill development programs, establishing a solid social influence and public reputation. The institution operates with offices in Baiyun and Yueshu districts, and its long-term public service operations are supported by fiscal subsidies under Category I funding. It serves as a key node in Guangzhou's family-building and social service system. II. Research Background With the development of platform economies and the accelerated digital transformation of lifestyle service industries, the home services sector is evolving from traditional 'matching intermediary' models toward 'standardized, digitalized, and platform-based' forms. The Guangzhou Women and Children Development Center's long-standing public welfare home services platform holds a first-mover advantage in user trust and social influence, but is constrained by its public welfare nature, facing significant bottlenecks in transaction closure, value-added services, and user engagement—issues that limit its sustainable growth. At the same time, Guangzhou, as a core city in the South China region, continues to see rising demand for home services, with persistent issues such as inconsistent service standards and imbalances between supply and demand. In response to policy directions and market trends, this study aims to clarify the current state and development potential of Guangzhou's home services industry, evaluate feasible pathways for the transition of public welfare platforms into market-oriented operations, and provide decision-making support for the development of a new-generation platform integrating public welfare and market mechanisms. III. Research Scope In May 2025, CEIDEA Research was commissioned by the Guangzhou Women and Children Development Center to conduct a specialized study on the topic of 'Market-oriented Transformation of a Public Welfare Home Services Platform.' This project employs a composite research methodology combining quantitative surveys, in-depth user interviews, and competitive analysis. It systematically collects user needs, pain points, preferences, and willingness to pay from existing platform users, potential employers, and service providers across major urban districts and representative service scenarios. The study focuses on the scale and structure of the home services market, user profiles and behavioral characteristics, mismatches between supply and demand, operational models and functional designs of leading platforms, and identifies shortcomings and opportunities in transaction closure, operational mechanisms, and technological support. Additionally, by integrating policy trends, demographic shifts, and local industrial support conditions, the study assesses the feasibility of transitioning from an 'information display platform' to a 'transaction facilitation platform.' It proposes recommendations for optimizing digital service workflows and simulates user acceptance and profitability under a hybrid operating model combining public welfare, membership, and value-added services, providing empirical foundations for the platform's journey toward an industry internet ecosystem. IV. Expected Outcomes This study will provide the Guangzhou Women and Children Development Center with a systematic analytical framework for the digital transformation of home services. It will clearly identify the institutional advantages and practical challenges faced by the public welfare platform during its transition, recognize genuine user needs and market entry points, and support the planning of key elements such as transaction flow design, service content expansion, and membership pricing strategies.
Expected outcomes
The findings can be directly applied to platform function optimization, product restructuring, and operational system development, and will provide data support for local policy formulation, government procurement project applications, and industrial support directions. Moreover, by establishing a service platform that integrates public welfare attributes with market mechanisms, a new model for the integration and development of Guangzhou's home services industry is expected to emerge, enhancing the platform's service capabilities and social impact, and promoting the overall upgrade of public service platforms in the city toward higher quality and greater sustainability.
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