Han lost her ability to self-care, struggled with incontinence, and resisted caregivers. "I was nearly exhausted," said Tang Tao, Han's daughter.
Tang discovered the "Jiu Jiu Elderly Care Manager" account on Xiaohongshu. After paying 99 Chinese yuan for a consultation, she received a list of five suitable nursing homes.
The family selected a center specializing in dementia care, costing 4,800 Chinese yuan per month. Tang noted that despite her mother's progressing illness, daily photos from the center showed her maintaining a stable routine.
"Previously, finding a nursing home meant relying on acquaintances. Now, this service is similar to real estate brokerage; they possess information and offer choices," Tang explained.
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He Renmei surveys a nursing home in Chongqing in 2025. *Sixthtone* |
Platforms like Douyin and Xiaohongshu are seeing a surge in accounts dedicated to reviewing nursing homes and connecting families with suitable facilities. These individuals identify themselves as "elderly care managers."
By late 2025, China's population aged over 60 is projected to exceed 323 million, representing 23% of the total. The nation currently has around 40,000 nursing homes offering over 5 million beds, yet only half are occupied. A key factor contributing to this underutilization is the lack of transparent information for families regarding service quality and costs.
He Renmei, who manages the "Jiu Jiu" account, boasts 18,000 followers on Douyin. She partners with 200 facilities, handling approximately 500 consultation requests each month. Her videos offer detailed tours of living quarters, restrooms, dining options, and rehabilitation areas, alongside an analysis of each facility's fees. Beyond nursing home placements, she also facilitates connections for in-home care, home modifications, and medical transportation.
Zhou Xuemei, director of the Kangyi Yiyuan nursing home in Chongqing, reported that her facility has 400 rooms and an occupancy rate of around 85%. Since late 2022, He Renmei has referred over 180 clients, with more than 50 choosing to reside there.
"Many families are unsure where to begin. Individuals like He assist them in understanding the services to make informed decisions," Zhou stated. For each client placed, Zhou compensates He with 20% of the first month's fee.
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He Renmei visits an elderly person at a nursing home in Nanping district, Chongqing, 3/2026. *Sixthtone* |
Yang Yang, a care manager in Changsha, observed that single-child families face the most significant pressure in finding parental care. She highlighted that while social media often depicts care management as an easy path to income, the role actually requires medical knowledge and extensive social experience.
He Renmei anticipates that demand for these services will continue to grow as the population ages. "The paramount factor is the quality of the nursing home," she stated. "We simply empower families with more information to make informed choices."
Bao Nhien (Source: *Sixthtone*)
