Longfor Ventures into Senior Care Industry with Ever Spring Brand Launch and Files Prospectus

On September 11, the launch ceremony for Longfor’s elderly care brand “Chunshan Wanshu” and the opening of its urban exhibition center were held in Chongqing, marking Longfor’s formal cross-sector entry into the elderly care industry. At the event, Longfor Group unveiled the brand identity, philosophy, and value proposition of “Chunshan Wanshu,” and opened its first urban exhibition center and project model units to the public. Meanwhile, Chunshan Wanshu signed a strategic cooperation agreement with Chengdu University of Traditional Chinese Medicine to foster the development of the health and wellness industry, initiating innovative collaborative efforts by Longfor’s elderly care business in building a comprehensive health and wellness system.

On the same day, Longfor Group CEO Shao Mingxiao, Longfor Group Vice President and General Manager of the Elderly Care Business Unit Hu Hao, and Longfor Group Vice President and General Manager of the Chongqing Company Cui Hengzhong, among other company executives, attended the brand launch event; Yu Shuguang, President of Chengdu University of Traditional Chinese Medicine, and others attended the strategic cooperation signing ceremony.

The image shows the unveiling ceremony at the Longfor Chunshan Wanshu brand launch event.

Hu Hao, Vice President of Longfor Group and General Manager of the Group’s Elderly Care Division, stated that as an innovative business line, elderly care services further enrich the brand essence of Longfor’s “Treat You Well for Life.” Leveraging the Group’s platform advantages, Longfor is committed to providing professional, warm, comfortable, and high-quality health and elderly care services, implementing its “Space as a Service” strategy, and contributing to the development of China’s comprehensive health ecosystem.

As Longfor’s senior care business brand, the Chinese name “Chunshan Wanshu” connotes longevity, beauty, and an elegant life, while its English counterpart, “Ever Spring,” signifies “eternal spring,” echoing the character “椿” (chun).

The brand identity features a green combination of Chinese and English names, paired with a V-shaped symbol derived from the Kalanchoe blossom. This design conveys the auspicious meaning of “life blooming beautifully,” aligning with Chunshan Wanshu’s brand philosophy of “Continuing Beauty, Serving the Future.” Longfor aims to provide high-quality spaces and services, enabling seniors to reside in professional elderly care facilities located in core urban areas, thereby maintaining their previous high quality of life and enjoying premium community services for the future.

“We found that the earliest batch of Longfor homeowners are aging, and their growing elderly care needs represent Longfor’s original intention for entering the senior care industry.” At the brand launch event, Hu Hao introduced that Longfor has noticed the diversified needs of its 1.73 million smart service homeowners. Centered on the “Space as a Service” strategy, Longfor proactively focuses on and explores how to provide high-quality spaces and services to customers, with elderly care being one of the key innovative businesses.

Longfor’s Strategic Entry into the Elderly Care Industry: Addressing the Urgent Need for Spatial and Service UpgradesLongfor Group has strategically positioned itself in the elderly care sector, targeting the industry’s urgent demand for upgrades in both physical spaces and service quality. As an innovative business venture, the Longfor Elderly Care team benchmarked against internationally advanced elderly care projects from the outset. The team conducted multiple study trips to Hong Kong, Japan, the United States, and other regions to learn from best practices, including the Transit-Oriented Development (TOD) plus elderly care model, international standard service systems, and age-friendly design principles. By integrating international elderly care concepts and standards, Longfor pioneered the establishment of an internationally standardized elderly care institution in Chongqing and developed a distinctive service operation system characteristic of Longfor.

“Longfor’s cross-sector entry into the elderly care industry leverages multiple advantages, including strong brand influence, a service-oriented DNA, low cost of capital, an internal resource platform, and a team of elderly care experts. In the future, it will meet customers’ ongoing demands for health management and elderly care services by providing high-quality health and elderly care solutions,” said Hu Hao.

Photo of the Strategic Cooperation Signing Ceremony between Chunshan Wanshu and Chengdu University of Traditional Chinese Medicine

Meanwhile, leveraging the Group’s robust resource advantages, Longfor Chunshan Wanshu has officially launched its collaboration with professional research institutions. At the press conference, Chunshan Wanshu signed a strategic cooperation agreement with Chengdu University of Traditional Chinese Medicine. The two parties will focus on the development of the health and wellness industry by jointly establishing a Health and Wellness Industry Research Center named after Longfor Group. They will deepen cooperation in talent cultivation for the health and wellness sector, vigorously promote joint development and scientific research, and co-develop age-friendly health products suitable for market launch. Additionally, they will collaborate to explore the construction of a regional health and wellness industry demonstration zone (Chongqing Demonstration Zone), create a health and wellness service model based on community health management, and establish a benchmark for China’s “Dual Care” (health preservation and elderly care) service model. This strategic partnership will provide professional and talent support for the upgrade of Chunshan Wanshu’s products and services.

As diverse capital sources in China pour into the elderly care industry, profitability models and business logic remain core challenges to be addressed. Building on prior market research and internal resource integration, Chunshan Wanshu has taken the lead in entering the elderly care market by operating professional elderly care institutions. In the future, it will leverage Longfor Group’s three advantageous platforms—the “Manufacturing and Space Management Integration Platform,” the “Service Integration Platform,” and the “Customer Insights and Big Data Integration Platform”—to establish a strategic plan and business model with distinct Longfor characteristics.

“In the vast elderly population of the future, not all seniors will choose institutional care. Diversification and personalization are major trends in the upgrading of eldercare consumption concepts. Longfor Elderly Care insists on building its own brand and team, with a focus on the future market, to develop comprehensive service capabilities across all scenarios—including institutional, community-based, and home-based care—as demanded by customers,” said Hu Hao.

Guided by its established strategy, Chunshan Wanshu will advance its elderly care business in three phases. During the first phase, the real estate incubation period, Chunshan Wanshu will enter the elderly care market by launching professional elderly care institutions, thereby building comprehensive team service capabilities. The second phase, the period of scaled growth, will see Chunshan Wanshu adopt “embedded community care centers” as its service units, expanding from individual points to broader urban grids to achieve large-scale deployment and establish community-based elderly care service capabilities. In the third phase, the data-driven revitalization period, Chunshan Wanshu will leverage its previously developed standardized product and service systems, along with big data and technological advantages, to build a big data platform for health and elderly care services. This will enable the company to truly establish full-scenario elderly care service capabilities, allowing more customers with health and elderly care needs to enjoy personalized services.

At this brand launch event, the Chunshan Wanshu Urban Exhibition Hall and the public activity area of Chongqing New Yicheng Yinian Apartment were opened simultaneously.

As Chunshan Wanshu’s inaugural urban showroom, the Chongqing Urban Showroom is strategically located in the core area of the Shiqiaopu business district, within the Longfor New Yicheng urban complex. The showroom features six exhibition zones dedicated to the Longfor Group brand, the Chunshan Wanshu brand, the Chongqing New Yicheng Yinian Apartment, high-spec model units, smart home technologies, and a negotiation and communication area. These zones comprehensively showcase Chunshan Wanshu’s brand identity, products, and service philosophy, along with its core brand values of “Professionalism, Warmth, Comfort, and Quality.”

Meanwhile, the first professional senior care facility under Chunshan Wanshu—the Chunshan Wanshu·Chongqing Xinyicheng Yinian Apartment public activity area—has officially debuted. Leveraging the abundant commercial amenities surrounding Longfor Xinyicheng and its proximity to tertiary Grade-A hospitals, the project enables seniors to maintain their existing living environment, remain within their established social circles, and stay connected with family and friends, thereby sustaining a high quality of life.

Moving forward, Chunshan Wanshu will continue to strategically deploy its four major product lines: senior living apartments, community care centers, continuing care retirement communities (CCRCs), and home-based elderly care services. This comprehensive product portfolio is designed to address diverse aging-related needs across the entire industry spectrum. While creating high-quality living spaces, Chunshan Wanshu continuously innovates its operational models by establishing four core service systems—medical and nursing care, daily assistance, catering, and social work. Through these frameworks, the company delivers ten premium services to residents of its senior living apartments, providing holistic support for their health and well-being in later life.

Chunshan Wanshu Chongqing Urban Exhibition Hall: High-Spec Model Unit Actual Photos

Chongqing marks the first step in Longfor Elderly Care’s expansion across China. Currently, Chunshan Wanshu has taken the lead in establishing health and elderly care service spaces in first- and second-tier cities such as Chongqing, Shanghai, Chengdu, and Beijing. Looking ahead, Longfor Elderly Care will advance its strategy of “nationwide layout and scaled development,” using Beijing as the core to radiate into the Bohai Rim and North China markets; Shanghai and Hangzhou as the core to serve the Yangtze River Delta market; the Guangdong-Hong Kong-Macao Greater Bay Area as the core to cover the South China market; and Chongqing and Chengdu as the core to reach the Southwest China market. It plans to gradually expand into 8–10 cities, including Hangzhou, Nanjing, Xiamen, Guangzhou, and Shenzhen, thereby fully implementing its elderly care services throughout China.