Chen said that when the group staged marketing campaigns for its two communities in 2013 and 2016, the age of clients showing an interest in them dropped from about 80 to 60 or 70.

"People are taking the price into account and making preparations earlier for their retirement years after becoming aware of the lack of high-quality resources," she said.

Hu Xingjuan, 81, and her 83-year-old husband have lived in an upscale community in Shanghai for a year. She said she is satisfied with the service and plans to live there for the rest of her life.

"We can request escorts, and trips to hospitals are prioritized," said Hu, a retired teacher, adding that she feels relaxed, as she no longer has to shop for groceries each day, do the cooking and housekeeping.

Hu said seniors are taken to museums and parks and even the most popular restaurants by activity coordinators at the community.

Yu Qiwen, 81, who has bought a 103-square-meter apartment in another retirement community in Shanghai, said life there is better than at home, where she employed a carer.

"The carer has her own family, so she could not be with me the whole year round, and sometimes I could not deal with her emotional ups and downs," said Yu, a former physician, whose husband died 10 years ago and whose son's family has settled abroad.

"Here, I am cared for by a group with a clear division of work, including a housekeeper with experience of working in a hotel, and health and medical care staff members. Their service is nonstop throughout the year," she said.

Chen, from Starcastle, said its philosophy is to extend the time in which seniors can live independently for as long as possible. As a result, meals are not delivered to their rooms and carers do not do laundry for them.

"If the elderly can walk, eat and take a shower by themselves, that makes them happy in retirement," she said.