Homemakers set to exploit opportunities in O2O era

Seeing the potential to monetize such services by making them a mainstream, organized business segment, investors have been rushing in to back specialist startups.

Beijing-based online homemaking services platform 58 Daojia received its first round of funding from strategic investors back in 2015. Since then, its subsequent funding rounds netted over $300 million in all so far, with big names such as Alibaba Group Holding Ltd and Ping An Insurance (Group) Co of China Ltd among its backers.

As 58 Daojia streamlined its business and introduced a professional approach to homemaking services, the market in China expanded, with more and more families making an e-beeline for trained homemakers.

Demand for professional nannies grew by 30 percent year-on-year last year, the service provider said, but did not disclose any absolute figures to back up its claim.

"Demand growth came mainly from Beijing, Shanghai, Guangzhou and Shenzhen. Since last year, demand from second-tier cities like Hangzhou, Nanjing, Chengdu and Changsha has been growing rapidly as well," the company said.

"Demand for nannies and maternity matrons (or yuesao, who mainly care for the newborn more than helping the new mom or doing household work) grew faster than that for domestic helps. Young parents are pursuing professional or higher level of maternity services."