On-Demand Services Gain Traction in Chongqing as 'At-Your-Door Economy' Expands

Chongqing - From in-home massages and personal chef services to pet sitting and mobile manicures, a new wave of on-demand, at-your-door services is quietly transforming daily life in Chongqing. Powered by mobile internet and shifting consumer habits, this “at-your-door economy” is emerging as a convenient, time-saving alternative to traditional in-store services — and it’s changing how people work, spend, and live.

A personal chef team prepares meals in a client's home. (Photo provided by the interviewee)

A lifestyle shift built on convenience

Zhang Kai, who lives alone in Chongqing’s Jiulongpo District, works long hours and rarely has time to care for himself. After developing back and neck pain from overwork, he spotted an ad in his community offering in-home massage services. He quickly booked an appointment through a WeChat mini-program.

“Now, nearly everything can come to your door,” Zhang said. “I used to think only housekeeping was available like this, but now massages, beauty services — even cooking — are options. The service was just like in a shop: the massage therapist wore a uniform, brought all the tools, and arrived on time. It’s slightly more expensive but worth it.”

For 33-year-old Li Tingting, who works at a pharmaceutical company and often gets home late, mobile beauty services have been a game changer. “I no longer have to rush to salons on weekends,” she said. “I just set a time, message the technician online, and they come to my place. It saves time and effort — I’m happy to pay a bit more for the convenience.”

Once limited to housekeeping and home appliance repairs, at-your-door services have rapidly diversified. Today, offerings range from pet care and photography to nail art and home massages — all available through apps or social media.

New services, new jobs

Beyond convenience for consumers, the rise of door-to-door services opens new employment opportunities — especially for young people seeking to monetize niche skills.

Taozi, a pet care provider in her 20s, has been offering in-home dog walking and pet-sitting services in Chongqing for nearly three years. “I started because I love animals and saw others posting about this work online,” she said. “Now I get bookings almost every day.”

With growing demand, Taozi has transitioned from student to full-time pet sitter, joining a company where over 30 young professionals have made similar career moves. “Most clients are office workers or people traveling away from home,” she said. “Each visit lasts about an hour and includes cleaning, feeding, and disinfecting — all based on pet habits and owner instructions.”

The screenshot from the web shows that pet-sitting services are trending on Chinese social media platforms.

Others are carving out new paths with their culinary skills. Deng Xiaolei, a Chongqing native youth, runs a door-to-door personal chef service. His team cooks meals in clients’ homes, offering personalized menus, grocery shopping, and full kitchen cleanup.

“Many clients are curious about the idea — they like the experience and don’t want to cook themselves,” said Deng, who quit his corporate job after eight years of part-time cooking to pursue the booming business full-time.

New occupations are also emerging, from in-home bathing assistants to professional organizers. According to Yao Shujie, a professor at Chongqing University, the at-your-door economy is giving rise to entirely new career tracks rooted in traditional industries. “For young job seekers, these flexible roles offer hands-on experience, income, and a stepping stone into society,” Yao said.

A mirror of consumption trends

Experts say the surge in demand for mobile services reflects a broader shift in consumer behavior. “The popularity of at-your-door services is a sign of China’s consumption upgrade,” said Yao. “People are increasingly looking for privacy, personalization, and efficiency. Any service — from cooking to cleaning — can now go mobile.”

He added that rapid internet development and social media platforms have accelerated this trend by connecting service providers directly with customers. “The internet bridges fragmented needs and service offerings, making it easier to match demand with supply,” he said. Services once spread by word of mouth or ads are now searchable through platforms like Meituan, Xiaohongshu, WeChat, and dedicated service apps.

As this growing sector continues to reshape everyday life, one thing is clear: for many urban Chinese, the future of convenience is already at their doorstep.

(Zhou Ying, a reporter from Chongqing Daily, contributed to this report's Chinese version, and as an intern, Gou Long contributed to this English report.)