100 help plan
When young people are pursuing "door-picking consumption", the middle-aged and elderly people are really worthy of capital digging. Not long ago, L'Oreal's brand Yue West launched an upgraded ginseng series of skin care products. The series is known as "50 years old + mature skin exclusive", indicatingYue Sai is the first brand in the Chinese market to clearly target middle-aged and elderly consumers in the promotion of skincare products. 
You must know that before this, including Yue Sai himself before the upgrade, major skin care brands did not dare to directly give up those twenties and thirties consumers who had anti-aging needs, and chose to recruit more consumers by blurring the specific applicable age. A move like Yue Sai's move to abandon young consumers and target the elderly is a bold risk. Some people also questioned: those elderly people who are used to poverty are really willing to buy these ** expensive skin care products?In fact, a new generation of elderly people has risen, and they are the ones who really have the money and dare to spend. How rich is this new generation of old people?Why do they dare to consume?Gray hair is also beautiful, and the enthusiasm for beauty of this generation of middle-aged and elderly people is not inferior to that of young girls. The 65-year-old "fashionable grandma" white-haired model girl who loves fashion "Scorpio grandma" and the "Beihai grandpa" ......On social platforms, more and more fashionable elderly Internet celebrities have entered the public eye, and it turns out that they can be so trendy even when they are old!The 82-year-old grandmother fades the lines on her head, the 70-year-old grandmother has a little trick to become beautiful at home, and the 52-year-old grandmother can ...... young with ten yuan of water milkOn a certain sound, a large number of middle-aged and elderly groups have improved their own image, so that grandparents can see the hope of "rejuvenation". 
The point is that for the sake of beauty, this generation of middle-aged and elderly people dares to spend more money. Can you believe it?The purchase penetration rate of facial skincare products for women aged 55-64 has reached 84%;The penetration rate of makeup products purchased by 55-64 year olds accounts for 60% of the total women, and lipstick is the most expensive category, with 45% of sales growth among the silver-haired group. Age Club has conducted a survey on 100 energetic new elderly people aged 50-70 living in first-tier cities, and finally found that their awareness of skin care and makeup has been relatively mature, 100% will know skin care and makeup, 63% will learn makeup knowledge by themselves, 55% of the middle-aged and elderly people spend between 1000-4000 yuan per year, and 23% of them are more than 4000 yuan. The girls who "eat soil" in the city have to bow down when they see it. 
This group of middle-aged and elderly people is becoming more and more refined. For example, in terms of skin care, they will buy a variety of products such as cleansers, water and serums, and makeup has become a daily necessity instead of being used in the past or only used on special occasions, and the frequency of consumption has greatly increased. I'm ashamed to say that this is much more effort than rushing to work after washing my face in bed. 
Some people may question: the elderly in the first-tier cities have advanced concepts, money and leisure, what is the fuss about this?You probably don't knowFrom first-tier cities to sinking towns, middle-aged and elderly people are more and more willing to consume for themselves, and aunts in rural areas have begun to "pamper" themselves and get rid of the "village flavor". Not to mention beauty and skin care, this generation of middle-aged and elderly people will really enjoy it more and more. When young people are still squeezing in time to save living expenses to travel to special forces, grandparents have already spent a lot of time and money to sign up for groups to travel everywhere. According to the Annual Report on China's Domestic Tourism Development (2022-2023) released by the China Tourism Academy, in 2021, middle-aged and elderly tourists over the age of 45 traveled a total of 119.4 billion person-times, accounting for 36% of the domestic tourism source market81%。Among them, 45-64 year olds travel 90.2 billion times, accounting for 2780%, becoming the largest source of tourists in the tourism market. 
Not to mention, it is precisely because of this group of elderly tourist groups with leisure and money that young people get a way to find high-quality objects. Don't get me wrong, it's not about getting along with grandparents, it's about blending in with the senior group and letting grandparents introduce them. The object they introduced was not the crooked melons and cracked dates left over from the blind date market, but high-quality people of the opposite sex. Why?Could the young people who can get to know these middle-aged and elderly people be some kind of poor people?
In addition to going around the world to enjoy, this generation of new middle-aged and elderly people will also enjoy it at home. Surfing the Internet, shopping online, and brushing the "carnival", none of them have fallen, and the two Internet celebrities who were popular in the previous circle, "Laughing and Alluring" and "Xiucai", are the ones who became popular. According to the Douyin fan portraits of "Laughing Allure" and "Xiucai", the age distribution of their fan groups is mostly over 50 years old, and the distribution accounts for the proportion. 87%；The city level distribution of fan groups is mostly in third-tier cities and below, accounting for their respective proportions. 55%。Some netizens found that the big brother on the list of "Laughing and Alluring" is level 60, and the concept of level 60 requires a consumption of 20 million to achieve. Before the two Internet celebrities connected to PK, some netizens jokingly said: These two people have a "century PK", which is enough to wipe off the pension of the elderly in a province. 
Whether it is beauty and skin care, or long-distance travel, rewarding Internet celebrities, these consumption highlights the spiritual experience and enjoyment, which is not just needed for the elderly, but it is indeed a new channel for this generation of new elderly people to spend money. Because they have kicked out the "door-picking" young people and become the richest group. This generation of new "silver-haired people" really has money and leisure, and they don't pick it up. Most of their generation was born between 1962 and 1975, during China's second baby boom, with an average of 26.28 million births a year. The year 2022-2035 is exactly the time when they enter old age. This new generation of seniors is really rich. We can calculate that compared with the first and third baby booms, this generation just ushered in the rapid development of the country in the prime of life, and enjoyed the development dividends of the country and the times in the past 20 years, including the dividends of reform and opening up, real estate reform, modern education, etc., and accumulated a large number of assets. According to the AGE Club survey, the total assets of households aged 45-55 and 55-65 are the highest, the debt ratio is the lowest, and this group of people has the greatest consumption potential and is currently the most active group in the elderly consumer market. 
Indeed, at their age, the burden of burning money such as mortgages, car loans, and childcare has been basically removed, and they are in the stage of preparing to retire or have already retired, and they have a lot of leisure time to toss. Let's talk about tourism. There is a travel agency downstairs in my house, and when I rush to work every weekday, I can see a group of elderly people queuing up at the entrance of the travel agency, chatting and laughing while getting on the bus. It's probably only at that moment that we wish we were growing old soon. What's more, this new generation of seniors is not picky. In the past, most of the elderly in our impression were extremely frugal and used to saving money, and it was difficult to pry their wallets unless it was life or death or the affairs of children and grandchildren. This new class of seniors is really different. First of all, they are more open-minded and more positive about the Internet age than the previous generation. In recent years, they have even become the main source of growth for mobile Internet users, and the degree of digital penetration has further deepened. 
They also have a very considerable online spending power and willingness to spend. On the e-commerce platform, the post-70s generation has become the strongest wave of new users in the shopping festival.
On the whole, the consumption potential of this generation of "new silver-haired people" is really enough to reverse the consumption status of young people and middle-aged and elderly people. Therefore, some institutions have set 2022 as the "first year of new elderly pension consumption". In the past five years, the number of pension-related enterprises has soared, showing a tenfold growth. At the same time, large enterprises are also accelerating their entry, and many large international companies have already laid out in advance. The problem now is that although there are signs of the pension economy, pension is still a relatively new industry. In the past, platforms and merchants generally analyzed the user portraits and consumption preferences of young people in detail, but the understanding of the consumption needs of middle-aged and elderly people was often vague. So, what should the society that fully open up the consumption of the new middle-aged and elderly people look like?"Super Aging Society" Japan said: If you want to say this, I will not be sleepy. Japan's Ministry of Internal Affairs and Communications previously released population estimates, as of September 15, there were 36.23 million people over the age of 65 in Japan, accounting for 29 of the total population1%, which is the first in the world. We always think that the elderly in Japan are living a miserable life, save it, and the old life of others is happy. In Japan, a travel agency has conducted a survey of the elderly on their willingness to travel. Asked, "Did you travel between 2021 and 2022?"time, 817% of elderly users answered "have traveled in 2021", 917% said "I traveled in 2022". When asked, "Do you want to travel in 2023?".time, 985% of seniors say "I want to travel". This ratio is quite staggering, and "traveling", which burns money and consumes energy, has become a matter of course for the elderly in Japan, just like we say that the elderly in China help take care of their grandchildren. But the difference is that Japan's elderly tourism economy is already quite developed, and even post-00s like me want to sign up for it. Club Tourism, Japan's largest travel agency for middle-aged and elderly people, has a strong say in this. With 7 million members, their annual revenue has stabilized at around 160 billion yen in recent years, and their net profit has fluctuated around 2 billion yen, ranking among the top 10 travel agencies in Japan. Their travel solutions for seniors are very thoughtful. Like this Kansai 5-day travel plan: the activity mainly arranges flower viewing and scenic spots, and accurately grasps the travel preferences of the elderly;Travel arrangements are wide and comfortable Shinkansen carriages to reduce the fatigue of the elderlyOnly 2-3 attractions are arranged every day to fully guarantee the stay time and rest time of the attractionsFinally, there is a big discount for members. Play comfortably, swim easily, perfectly match the needs of the elderly, who earns them if they don't earn the money of the elderly?
What are you most afraid of when you have money?Answer: If you have money, you are most afraid of having nowhere to spend it. Not only tourism, but also Japan accurately grasps the needs of middle-aged and elderly people in their daily consumption, even if they have nowhere to spend. Daikanyama T-Site is a customized shopping mall for the middle-aged and elderly who grew up from Japan's post-war baby boom and are now over 50 years old and "highly educated and know how to enjoy life". Based on the big data of 70 million Japanese people, this mall decomposes the user's consumption record into more than 300 dimensions, such as family composition, whether they own a car, whether they are sensitive to fashion, whether they like imported furniture, etc., and then deduces instructive planning suggestions through these user portraits, such as the judgment of "what kind of place do people like a certain type of ** tend to eat breakfast in". To this extent, what is the difference between it and private customization?With intimate and comfortable high-end customization to stimulate the consumption of wealthy elderly people, Japan really understands.
Daikanyama T-site
A bookstore in the mall.
Restaurants in the mall.
Don't think that the elderly Japanese can't afford these projects. Similar to the situation in China, the traditional Japanese elderly also live frugally and like to save money, while the new Japanese elderly who have developed from the "lump generation" have begun to actively spend money for their own pleasure and enjoyment. The so-called "lump generation" is the generation born in Japan between 1947 and 1949, about 7 million people, which is the first baby boom population in Japan after World War II, and it is also the main force that promoted Japan's economic take-off in the mid-60s of the last century. It is their wealthy assets and strong demand for social entertainment that have driven waves of silver-haired business innovation in Japan. Speaking of which, I finally understood why the protagonist Asami in the Japanese drama "Restart Life" was reborn five times without thinking about getting married and having children. What else are you doing with these?Enjoying life is king. Under Japan's well-established silver-haired business system, her ultimate dream is to have fun with her old sisters in a high-tech nursing home, basking in the sun, just like when she was younger.
Screenshot of the Japanese drama "Restart Life".
Yes, the ultimate dream of being old is the same as when you were young. It turns out that in the eyes of the Japanese, the real "aging society" is actually a "ageless society". Under the perfect consumer economy, the old and the young have no boundaries. Just like the so-called shopping mall for 50 people, there is no strict crowd division when it is landed, the elderly can find their favorite goods and services here, and the young people can also check in and take pictures, gather with friends, or hang out alone. It is a living field that meets diverse needs and achieves intergenerational integration. With 20 years of marketing experience in the field of silver consumption in Japan, Satsuro Sakamoto, director of Japan's "Future Centennial Era Vision Institute", also said: "Japan has experienced a social change from 'aging' to 'super aging', and its silver business has also undergone important changes from '** elderly needs' to 'serving the needs of the elderly', and then to 'not distinguishing elderly consumers separately to create an ageless consumption experience'. "At the moment when China's aging is accelerating, domestic enterprises must subdivide the track, accurately grasp the needs of middle-aged and elderly people, and carry out age-appropriate transformation of products. And after making sufficient preparations, as shown by this new "silver-haired group", it is logical to take the initiative to enjoy life and pursue younger consumption like young people. When we are no longer surprised that middle-aged and elderly people consume for themselves and for enjoyment, an aging society has really come.