With the medical as the background color, will the Muxintang of Xingxiangyuan become the benchmark for real estate recreation?

At the beginning of October 2018, Mu Xintang, the healthy living hall of Xingxiangyuan, officially opened.

Muxintang is located in Anji County, Huzhou City, Zhejiang Province. It is an important component of the Anji Peach Blossom Town created by Greentown Real Estate. Mu Xintang's exhibition industry is a product of a new round of cooperation between Xingxiang Garden and Greentown Real Estate. It not only gives Kangji the characteristics of Kangji, but also marks the official landing of a new real estate health care service system in the health management business of Xingxiangyuan.

Different from the previous expansion of different medical subdivisions to form an independent business sub-set, the Xingxiangyuan real estate health care system is regarded as the master of its stock medical resources. Mu Xintang specializes in Kang Yang Service, integrating various business segments of Xingxiang Park to provide customized full life cycle health management for high net worth individuals.

Let us briefly review the development of Xingxiang Garden.

In April 2015, cardiovascular expert Shen Farong founded Xingxiang Garden, which is positioned as an assistant and platform for doctors to start a business, aiming to solve the pain points of doctors and practitioners. In the past two years, Shen Farong stepped out of the system and joined Zhejiang Greentown Cardiovascular Hospital as the dean and director of the Heart Center. In July 2015, Xingxiangyuan received tens of millions of angel round financing. In December of the same year, Xingxiangyuan's high-end health management platform, Yi Nian Health, received tens of millions of angel round financing. In June of the following year, Xingxiangyuan received a Class A round of financing.

So far, Xingxiangyuan has formed a layout of “Doctor Group + Health Management”. Among them, there are 10 specialist doctor groups including pain, cardiovascular, maternal and child, and tumor under the doctor group. The Apricot Garden Health Management section is positioned for health management throughout the life cycle, including the Moon Club, maternal and child health management, high-end health management and chronic disease management. In addition to the main business, Xingxiangyuan cooperates with functional organizations such as health insurance, technology companies, and offline hospitals to establish a continuous improvement system.

The newly added real estate health care section is part of health management and is a sub-section of the high-end health management section. Xingxiangyuan began planning this business from the beginning of 2018. At the beginning of the design, Xingxiangyuan will position Muxintang as a model for the construction of the domestic medical industry in the town. At the same time, from the panoramic view of Xingxiangyuan's own business, the trial water conservation service is also a fission of its business model innovation exploration.

True and beautiful, small town, elegant life

Anji Peach Blossoms is poetic, elegant and quiet, including the ideal of the oriental city of Greentown Real Estate. Mu Xintang is located in the meantime, seeking truth and goodness, and being beautiful. According to Shen Danping, president of Hangzhou Xingxiang Garden, the newly-launched Muxintang is a Kangyang project built by Xingxiangyuan and the town culture of Anji Peach Blossom. It is characterized by medical treatment and is based on Wenlv.

Apricot Garden has a large pool of medical resources that uses a family doctor to export health management covering the entire life cycle to high net worth individuals. This time, Xingxiangyuan will extend its tentacles to the real estate, which is the demand for home ownership of high-net-worth people. At present, high-net-worth people are increasingly inclined to purchase real estate for vacation and rest.

Unlike residential and commercial industries that mainly serve people's rigid needs, small-scale real estate projects are mostly secondary homes. Openers do not have to consider too much commute convenience in project development. They can be located in remote suburbs far from the crowd. In this way, developers can control the cost of land, and the ecological environment is relatively secure. But the other side of the coin is that the town's real estate vacancy rate is high, which undoubtedly increased the developer's operation management and cash flow pressure. Therefore, developers try to promote popularity by introducing various characteristic industries, and Kangyang import is one of its tried and tested strategies.

Apricot Garden is a third-party health care provider in the property of real estate. At the time of the entry of Xingxiangyuan, the domestic health care service industry has not yet formed an industry standard, and no outstanding enterprises with reliable quality have ran out. Under the endorsement of medical resources and experience accumulated in the previous period, Xingxiangyuan can be regarded as an intruder with its own first-mover advantage.

Mu Xintang covers an area of ​​1,100 square meters and has a small town community clinic, health management center, sports hall, Chinese medicine physiotherapy hall and health promotion center. It integrates medical report interpretation, private health management, dynamic personal health records, medical insurance. , genetic testing, daily chronic disease management, telemedicine , international medical treatment, Chinese medicine physiotherapy, special health theme activities and other types of services.

Mu Xintang interior

Shen Danping explained the design idea of ​​Xingxiangyuan to Muxintang to the arterial network.

At the beginning of the apricot garden, it was clear that the service objects of Muxintang can be divided into two categories. The first category is homeowners who own homes in small towns. They tend to live in small towns for long periods of time or without interruption, so they tend to seek a complete service chain from basic to high-end. The second category is the tourist, who can stay in the town for a long or short period of time, usually no longer than one week, so the short-term itinerary is more attractive to them.

In Muxintang, the health care services for the first category of customers are built on the medical resources of Xingxiangyuan, which are divided into basic service sections and upgrade service sections. In the basic service section, Xingxiangyuan has set up a community clinic for Muxintang to meet the daily medical needs of the town owners. At the same time, Xingxiangyuan mobilized the health management business segment to provide “4 to 1” caring for Muxintang customers, and sent one-on-one exclusive health assistants, clinical dietitians, family doctors and sports consultants to provide more targeted and uninterrupted Manage the health of town owners. In the upgrade service section, Xingxiangyuan provides overseas medical services to Muxintang customers by using its global quality medical resources covering Asia, Europe and North America. For example, Xingxiangyuan can arrange for Muxintang customers to go to Japan for screening for chronic diseases such as early cancer, or to go to Japan, Singapore and other countries for overseas medical treatment, to treat rare diseases with more advanced genetic testing technology and medical technology, or to arrange for foreign countries. Doctors from quality hospitals conduct long-term exclusive consultations on major diseases for Muxintang customers.

Mu Xintang interior

The health care service for the second category of customers is the biggest innovation of Xingxiangyuan in Muxintang. In addition to its traditional rehabilitation system, Xingxiangyuan has innovatively set up a variety of themed activities for the cultural travellers of Muxintang. The theme activities are designed according to the different sources of the tourists. The Apricot Garden further divides the tourists into C-side tourists and B-end tourists. The C-end tourists mainly focus on the individual groups who do the day trips to the town. The Xingxiang Garden will provide individual health care services according to their own characteristics. The B-end users refer to the group customers, and the participants are mainly corporate executives. The purpose of their travels is mostly for recuperation, usually staying in the town for about 1 week. For B-end users, Xingxiangyuan's service plan is to plan theme activities such as weight management theme, cardio-respiratory improvement theme, and blood sugar management theme. In the theme event, Xingxiangyuan will arrange health assistants to provide tracking services, link independent users to the apricot garden's health care system, and flexibly use the apricot garden service to combine hundreds of health management plans according to the customer's physical characteristics.

Shen Danping told the arterial network that an important feature of the apricot garden real estate health care system is its integrity. Its real advantage is the overall medical resources and doctor resources behind the apricot garden, using the linkage effect between the plates to unify the external. This is also the biggest distinction between Xingxiangyuan Real Estate and other health care institutions.

Shen Danping said that Mu Xintang explored on the basis of benchmarking foreign advanced projects and characterized by strong medical services, which is different from the existing Kangyang project. “Xingxiangyuan Real Estate Association has always been building a benchmark for the Kangyang industry. The goal is to work hard."

Apricot Garden to the national springboard?

In the view of the arterial network, the essence of apricot garden to do real estate rehabilitation is to package its various business segments. Through cooperation with developers, Xingxiangyuan can put health management services into different industrial real estate through real estate health, and industrial real estate itself can also be diversified. Therefore, if Xingxiangyuan achieves its stated goals through Muxintang, it will be easy to replicate the results in another real estate project. The biggest constraint of this is probably the geographical limitation of the business of Xingxiangyuan.

When the arterial network proposed whether Apricot Garden could use the Kangyang plate as a carrier to expand its business scope to the whole country, Shen Danping told reporters that in fact, the medical resources of Xingxiangyuan have been laid out in many places outside the Yangtze River Delta. Previously, the national business division of Xingxiangyuan was very fragmented and its scale was relatively slow. After the introduction of the real estate health care sector, Xingxiangyuan was able to spread the global business to other provinces by putting the Kangyang system on real estate projects across the country.

“But medical care is always the core of Xingxiang Garden. The medical resources of Xingxiangyuan itself will also drive the national development of its health care business sector.” Shen Danping finally stressed that “medical and health care are complementary.”

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