"Swan is a symbol of beauty and elegance. Swan home hopes to make every user more elegant and calm." In 2020, Chen Xiaohua, CEO of Swan home, said when talking about why the brand name was changed from "58 home" to "Swan home". However, the renamed Swan home not only did not bring happiness to users, but even brought nightmares. Many Swan home users complained on the black cat complaint that the childcare sister-in-law introduced by the platform had bad behaviors such as beating babies, abusing children, and even stealing.
What makes these parents more angry is that swan home, as a service platform, has been shirking the responsibility of the platform and leaving them no way to protect their rights.
Under the crisis of public opinion, the swan who has always wanted to "58" comes home. If we don't really improve the quality of products and services, can we really rebuild trust in the brand image?
Frequent child abuse: no refund after beating the baby
Ms. Yang gave birth to a baby in 2021. For work reasons, she paid a one-year service fee of 6500 yuan at Swan's home and purchased childcare sister-in-law services.
Swan soon recommended a childcare sister-in-law with a monthly salary of 6000 yuan. But what she didn't expect was that the childcare sister-in-law had a bad temper and service. She beat the baby just a few months old many times.
"In the past few days, she started beating my baby one after another, as evidenced by surveillance video." Ms. Yang said that she put forward two demands to Swan's home: one is to ask the childcare sister-in-law to refund 6000 yuan of monthly salary; The second is to ask Swan to return the annual service fee of 6500 yuan.
However, these two demands were not met. Swan told her that the service fee could not be refunded; The child care sister-in-law also didn't agree to the request to refund her salary. Swan came home and said it could only be negotiated and couldn't be solved.
Mr. Wang has a similar experience.
After Swan bought childcare services at home, he changed four aunts in a row. "The first two aunts didn't have any experience with their baby at the age of 12 months. They didn't confess to us during the interview. They said they could bring it. As a result, they couldn't even find the most basic vent of the bottle and burp on the shoulder. We asked our aunts to leave within an hour."
To his surprise, the third aunt went too far. Not only do you have poor skills in bringing children, but also you are suspected of abusing babies.
"We are female babies. We eat milk slowly. When we fall asleep at night, we don't like to eat milk. The third aunt pinches our children and wakes them up before feeding them. After the third aunt took the baby, the baby always resists every feeding and cries. The baby is still young and can't speak. As parents, we know that the baby must be afraid of this feeding situation."
According to the pictures he provided, there were bruises and cuts on the baby's body, which was obviously caused by man-made. "I don't know how she could bear to put such a heavy hand on the swaddling baby." Mr. Wang said that he gave the service fee to Swan home, who sent their childcare sister-in-law to the house. But now there is a problem. Swan home not only does not take the initiative to bear the responsibility, but also has a very tough attitude, refusing to refund the service fee of 12850 yuan and the fee of the first month's childcare sister-in-law.
"There's a feeling that the store is bullying customers and you like it. Where should we seek justice?"
It's not just babies at home that are unsafe, but also items.
Ms. Xu said that the aunt recommended by Swan to her at home was very unprofessional. She not only damaged the kitchen utensils at home, but even stole the items at home. For the damage to the goods, swan home said that no aunt admitted and refused to pay compensation; For the theft of items, she caught the evidence and her aunt admitted it herself, but she has not received any compensation feedback since she provided the recording and video of the evidence to swan at home.
Training in name only: "teachers" teach routines but not skills
In the official publicity of Swan home, it said that it has a strict screening and certification system and a professional training system.
However, from the experience of many users and the description of Yuesao, this is not the case.
A sister-in-law who participated in Swan home training said that she had been idle at home because of the epidemic, and Swan home telephoned her that she could choose to participate in the classic monthly meal training program. "I didn't have any spare money at that time. Under the strong lobbying of sales, I said that the completion of this study would be of great help to find a job, so I used the money I paid."
However, later, because the epidemic situation was not improved, we couldn't start on-site learning. Swan came home and turned the on-site class into online. "A cooking training online learning? No actual operation, no real object, how to learn?" She said that she hasn't gone to class so far. She has negotiated with swan for a refund for many times and has not received a satisfactory reply. The other party has a tough attitude, saying that she can only retire if she has infectious diseases or is dishonest and can't engage in the domestic industry.
She believes that swan home is suspected of defrauding training fees for women who do not understand social routines on the grounds of training. "I have participated in the training of Filipino domestic servants in the company. After learning the high-quality Yuesao project, I said that I had no experience, did not arrange the relevant work of Yuesao, and arranged ordinary nannies with low wages."
The experience of another Baoma also reflects the lack of training system for Yuesao at Swan's home.
According to her feedback, in February this year, she invited a sister-in-law from Swan home. After coming home, she found that the sister-in-law not only did not have a physical examination report, but also did breast care. Due to her unskilled business and excessive force, she caused her breast swelling and suppuration, and had a fever for two consecutive days.
Later, she learned that the sister-in-law had no qualification certificate for lactation at all.
One of the injured parents provided a video of a swan home training teacher who openly taught his aunt to cheat in a live training class. In the video, the training teacher said that this experience and skill happened to aunt a, but aunt a has no schedule. Today is aunt B coming. You can move aunt a's story to Aunt B, which is a common routine.
It is difficult to get rid of the 58 series word-of-mouth crisis
In 58 the business model of multiple businesses in the same city, it mainly adopts the direction of building a platform and doing intermediary services. However, the disadvantage of this model is that the platform information is mixed and frauds abound. After the Swan came home and changed its name, 58 launched the home selection business in the same city and continued to do the platform mode.
One of the purposes of changing the name of swan from 58 to 58 is to get rid of this public opinion crisis. Swan home claims to be a self-employed brokerage model. When the educational background of domestic service employees is generally low, swan home selects high-quality service personnel by providing systematic training and assessment. From the original intention, it is indeed better to control than the 58 selected services in the same city.
However, the self operated brokerage model of Swan home is not complete, and the control of domestic service personnel is not so strong.
According to the prospectus previously submitted by Swan home, as of March 31, 2021, swan home has more than 1.5 million registered and Certified Workers (i.e. sister-in-law, nanny, cleaning, etc.). But it is worth noting that these workers are not employees of Swan home. Swan home said in its prospectus that if personal service providers are classified as employees rather than independent outsiders, the company's fees and contributions for five insurances and one fund will increase significantly.
From the perspective of the income structure of Swan home, nearly 90% of its income depends on the domestic services provided by platform workers, including nanny, cleaning and sister-in-law. Swan home also plays a more like an intermediary, pumping about 30% of the Commission to sister-in-law and 9.5% of the Commission to the nanny.
Providing skill upgrading training to workers is also one of the main businesses of Swan home, accounting for about 7% of the total income. Swan home said that the training services it provides are not vocational qualification or skill training for the purpose of issuing vocational qualification certificates. It can be seen that skill upgrading training has become a tool to simply increase income, rather than really improve the skills of workers.
Supported by the income of commission pumping + skill training, the annual revenue of Swan home continues to grow, but paradoxically, swan home has fallen into the quagmire of loss for years.
From the financial data, the loss of Swan home is mainly due to the investment in sales and marketing.
From 2018 to 2020, the revenue of Swan home was 399 million yuan, 611 million yuan and 711 million yuan respectively; In the same period, its sales and marketing expenses were as high as 348 million yuan, 431 million yuan and 604 million yuan respectively.
Chen Xiaohua, CEO of Swan home, is really a marketing expert.
In 2018, his home group's business "58 express" was renamed "fast Dog Taxi". Although it was resisted by many freight drivers, it quickly came out of the circle. Chen Xiaohua revealed at that time that many data of fast Dog Taxi after the brand name change had a breakthrough growth, including 260% increase in brand word search, twice the daily order volume, 170% increase in new activation and 187 million advertising coverage.
In 2020, when Swan came home and changed its name, he not only announced the signing of Deng Chao as the brand spokesperson, but also smashed 100 million yuan of cash vouchers to subsidize users.
But now, the renamed Swan home has not gone out of the 58 series of word-of-mouth siege, but is moving further and further away from the original intention of the business model planned by Chen Xiaohua. When the Swan gets home, it's time to reflect.