China Xintai New Era Holding Group - Feasibility Study of a Continuation Care Facility
Company overview
China Xintai New Era Holding Group was established in 1980 and is headquartered in Beijing. It is a wholly-owned subsidiary of China Energy Conservation and Environmental Protection Group, formerly a central military industrial enterprise under the jurisdiction of the General Office of the People's Liberation Army's Equipment Department. The company has consistently adhered to a development direction of 'focusing on national defense and military industry, serving national strategic objectives, and promoting military-civil fusion.' Its core business operations span military product imports and exports, real estate development, electronic information technology, government engineering projects, and healthcare services. With strong resource integration capabilities and state-owned asset backing, it is one of the earliest central enterprises to explore military-civil fusion and diversified development as a comprehensive service-oriented conglomerate.
Research background
As China's population ages and the concept of chronic disease management gains wider acceptance, traditional healthcare systems are increasingly unable to meet the post-hospitalization recovery and ongoing care needs of patients. Continuation care (Continuing Care), a new health service model that balances professionalism with quality of life, has begun to attract attention in China's premium healthcare market. China Xintai New Era Holding Group plans to establish a high-end continuation care facility in Beijing, incorporating U.S. standards and a remote medical system, enabling real-time connectivity with U.S. medical experts for remote patient monitoring and joint consultations. To ensure precise project positioning and a rational service structure, the company urgently requires market research to assess public acceptance and core needs for such services.
Research scope
In May 2015, CEIDEA Research was commissioned by China Xintai New Era Holding Group to conduct in-depth research among high-income households and healthcare professionals in Beijing, focusing on the market feasibility of premium continuation care services. Using a combination of in-depth interviews, focus groups, and questionnaires, the study systematically collected data on consumers' awareness, acceptance levels, willingness to pay, and service preferences regarding continuation care. It also explored key factors influencing their selection of premium care facilities, such as medical insurance coverage, expert staffing, geographic location, service offerings, facility amenities, and pricing structures. For healthcare professionals, the study specifically examined their professional perspectives on the market potential, operational models, and standardization levels of continuation care facilities.
Expected outcomes
This research is expected to help China Xintai New Era Holding Group scientifically determine whether premium continuation care services have a clear market space in Beijing, identify the characteristics and actual demand scale of core consumer segments, and clarify the behavioral logic and key influencing factors in the decision-making process of target customers. The findings will provide robust data support and actionable strategic recommendations for facility function planning, service design, pricing strategies, and market promotion pathways, thereby enhancing the scientific rigor and market success rate of the project and establishing a benchmark model for premium continuation care services.
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