Chinese labor provider Homeking puts up PH subsidiary

With mainland China’s middle class expanding at an unprecedented pace, Chinese household provider Homeking has established a local office to recruit laborers for the booming Chinese market.

To take the first step, Homeking has entered into a partnership with Filhigh GNS and Ikon Solutions Asia, both prominent manpower recruitment and deployment agencies based in Metro Manila.

The partnership will not only include recruiting and dispatching Filipino household service attendants, English teachers, and caretakers to mainland China in the future, but also will involve establishing training camps with local educational institutions, enrolling Chinese participants in courses such as housekeeping, food and beverage service, cookery, among others.

“We also intend to tap household service markets in Hong Kong, Macao and Middle East countries — employing Homeking’s mature business model — where our two local partners have strong connection. For our part, Homeking would like to provide an even better protection of overseas Filipino workers (OFWs),” said Seung Moo Yoo, CEO of Homeking Philippines.

“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, 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 that ensures them on-time salary they deserve and at the same time, the proper treatment from the families they will be assigned to,” said Yoo.

According to The Economist Intelligence Unit, about 35 percent of mainland China’s population will have in excess of $10,000 of annual disposable income, a 10-percent rise of what they have today.

Upper middle-income consumers — over 109 million of them are now in mainland China — are defined as those living in China’s first and second-tier cities, with wealth of at least $28,000 and are able to purchase cars, branded goods and properties (in comparison, high-income individuals are those who can afford financial services, overseas travel, and high-end consumer goods and services).

“With a continually improving consumption level, these mainland Chinese consumers are fast becoming an attractive point for foreign household service attendants as well as top-tier household products providers that include Homeking,” said Yoo, CEO.

Established in 2010, Homeking is said to be the largest household service provider in mainland China with a customer base of over 3 million families, 30 branch companies and just last year, reported a revenue amounting to close to $150 million.

“With over 660,000 household service companies in China, what distinguish Homeking from the rest are the privileges its staff enjoy,” said Yoo.

He added: “Unlike others, all Homeking household service attendants (HSAs) are employees of the company and thus, enjoy stable salary, follow an 8-hour working day, with complete insurance protection and follow a promotion system similar to those working in white-collar jobs. Homeking has even inaugurated ‘August 9th’ as HSA’s holiday in China. Now Homeking is bringing its experience to the Philippines by establishing Homeking Philippines.”

Homeking Philippines announced that besides tapping premium household service market in the Philippines, it will make itself a major springboard for the mainland Chinese market to have access to the best quality and dependable domestic service professionals.

Homeking has chosen the Philippines as the first station of its global sourcing thrust. “Filipino household service attendants (HSAs) have 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 them into mainland China HSAs but we will also train them based on a certification system,” said Yoo.

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