Author |Wasabi pile mulberry fish balls.
Embracing the silver life is a process of welcoming gradual changes. ”
The silver-haired population is a group with both spiritual and physical "mobility", and the characteristics and needs of silver-haired consumers at different stages will be different.
The demand for physical health and the demand for mental satisfaction are the two clearest directions for the development of the silver economy, and behind this is a large market that is enough to consider trillions.
The older I get, the more I pay more attention to my body. According to the "China Better Life Survey", health care and wellness properly ranked first in the consumption list of China's silver-haired people.
1. Health food: The body is the capital of the revolution
In old age, the aging of cells and the decline of metabolism lead to the decline of body functions. According to statistics, about 80% of people over the age of 65 in the world suffer from at least one disease;About 68% have more than two chronic diseases.
The three highs are one of the most concerned health issues for the silver-haired group. Consumers of the three high nutrition intervention products have a very positive attitude towards health care products, and generally agree that health care products can regulate the mechanism and improve health, and health care products are less than drugs, which is one of the most necessary consumptions.
In order to have a higher quality of life, the middle-aged and elderly groups have an increasingly prominent demand for supplementing nutrition, delaying aging, resisting diseases, and promoting **, and the consumption of health food continues to rise.
JD.com's "2022 Nutrition and Health Trends*** shows that compared with young people, the penetration rate of functional foods for middle-aged and elderly people is higher, of which the penetration rate of 45-54 year olds is 22%, the penetration rate of 55-64 year olds is 29%, and the penetration rate of people over 65 years old is 23%.
From the category point of view, milk powder is almost the first stop for giants to lay out middle-aged and elderly nutritious food. In recent years, Mengniu, Nestle, Beinmei and others have made frequent moves in the middle-aged and elderly nutritional food market, or have begun to increase marketing investment, or increase elderly nutrition research and food research and development.
2. Dementia care: rescue people who are "trapped in time".
Dementia can be caused by a variety of diseases that affect the brain, chief among them Alzheimer's disease. Alzheimer's disease has been battling Alzheimer's disease for more than 110 years since it was first discovered and documented in the world, but it remains one of the biggest challenges for the global medical community in the face of a rapidly aging population.
According to the International Alzheimer's Association**, there are currently more than 55.2 million people living with Alzheimer's disease worldwide. China has become the country with the largest number of people suffering from Alzheimer's disease in the world.
According to data from the China Association on Aging, there are about 15.07 million elderly people aged 60 and above with dementia in China, and the number of people with dementia in China is expected to reach 22.2 million by 2030 and 28.98 million by 2050.
Dementia care has become a major challenge in today's society.
One pain point is that the current dementia care is still in the stage of applause, ** is very concerned, the market is also very concerned, but the society's understanding of it is not perfect enough, and many families with dementia have a sense of stigma.
Another pain point is that the service professionalism of the current dementia care market still needs to be improved. Families are generally faced with the dilemma of insufficient care capacity and lack of care resources, and the demand for professional dementia care services is growing rapidly.
It is worth noting that early screening and early diagnosis of Alzheimer's disease are key. China's Alzheimer's disease diagnosis market is expected to exceed 100 billion yuan. In the domestic market, pharmaceutical companies including Hengrui Pharmaceutical, Boji Pharmaceutical, East Sunshine Pharmaceutical, Hisun Pharmaceutical, Zhuokai Pharmaceutical, Tonghua Jinma and other pharmaceutical companies have a layout in the field of Alzheimer's disease drug research and development.
3. **Assistive devices: 2025 will usher in an outbreak
With the development and progress of science and technology, the best assistive devices to improve the health status and improve the quality of life for the disabled elderly have become more and more rigid social needs, and the first assistive devices industry has increasingly become the focus of the development of the national economy.
In fact, as early as 2017 and 2021, the Ministry of Civil Affairs, the Ministry of Science and Technology, the Ministry of Industry and Information Technology and other ministries and commissions released two batches of national-level comprehensive innovation pilot areas for the assistive device industry.
Many provinces and cities have also introduced special first-class assistive device industry policies, and the industrial cultivation system has been upgraded from the "industry-university-research" in previous years to a more perfect "government-industry-university-research-application", and the first-class assistive device industry has been cultivated and developed as the leading industry of the local economy, and the development goal of tens of billions or even hundreds of billions has been proposed.
At present, stair climbers, wheelchairs, scooters, walkers, electric nursing beds, anti-pressure ulcer mattresses, etc. are all popular assistive categories.
It is worth paying attention to the ** robot market. Compared with the B-end hospital medical scene, ** robots have more imagination space in the C-end community home scene.
According to the Frost &Sullivan report, it is expected that China's ** robot market will reach nearly 79 percent in 2026500 million yuan. Since last year, China's first-class robot track financing has been continuous, and companies such as Fourier Intelligence, Zhuodao Medical, Chengtian Technology, and Siyi Intelligence have obtained large-scale financing of 100 million yuan.
Harvard University has done a social study on human happiness, the elderly group's needs for a sense of value, participation and interpersonal relationships will not disappear because of age, on the contrary, with the improvement of living standards and the development of technology, the elderly's life Xi habits and psychological state may be becoming more and more "young".
Everyone needs to be "seen" in their relationships, so that the elderly have their own social circle and continue to pursue the causes they love and are interested in, in order to improve their self-esteem and well-being.
1. Silver tourism: transformation from a niche market to a mainstream market
Senior tourism is transforming from a welfare business to a tourism industry, from a niche market to a mainstream market.
According to the "2023 Silver-haired Travel Behavior Insights" released by Ctrip, silver-haired people have a stronger willingness to travel, average consumption price**, preference for group tours, and consumption differentiation have become the significant characteristics of silver-haired people's travel consumption. As of October 15, the number of people over 55 years old traveling this year has nearly tripled compared with the same period last year.
Xu Yi, the founder of Spectrum Cultural Tourism, believes that the rise of the new elderly group has brought double dividends to the middle-aged and elderly tourism industry. It is expected that by 2025, the elderly population will reach 2About 800 million, and senior tourism will be a trillion market by then.
From the perspective of specific user portraits, the physical characteristics, life Xi habits and hobbies of the elderly group are unique, and the induction by geometric algorithm is a kind of n*n uncertainty. These uncertainties are challenges to the details of the industry's services.
This means that in order to do a good job in the elderly tourism and residence industry, it is necessary to have a variety of capabilities such as brand packaging, customer acquisition marketing, product research and development, and operation and management, so as to be successful.
From the first-end point of view, the current supply of travel products and innovative services for middle-aged and elderly customers in the industry is very limited, and all that can be seen are regional platforms, and there are no head brands yet. Product design and traffic acquisition are the two major pain points commonly faced by middle-aged and elderly tourism practitioners.
For example, middle-aged and elderly people in developed cities have higher income levels and more travel experience, and need more differentiated, customized and high-end products to meet their needs.
Recently, New Oriental has entered the middle-aged and elderly tourism market strongly, which is to innovate in terms of products - the main "educated" and "lecturing" travel lecturers, trying to occupy the first opportunity in the high-end market of middle-aged and elderly tourism.
2. Silver education: the most imaginative user traffic value
On September 17, 1983, China's first university for the elderly, the "Shandong Red Cross University for the Elderly", was established in Jinan, which was jointly founded by the Organization Department of the Shandong Provincial Party Committee and the Red Cross Society of Shandong Province. After 40 years of ups and downs, the development of education for the elderly in China has achieved remarkable results.
In April this year, the China Association of Universities for the Elderly held a symposium in Beijing, according to Diao Haifeng, executive vice president of the China Association of Universities for the Elderly, all kinds of universities (schools) for the elderly at all levels across the country have reached 7More than 20,000 students have participated in the Xi of 60,000 schools, and have formed a five-level school-running network system at the provincial, municipal, county, township (street) and village (community) levels, as well as a three-dimensional curriculum system of 15 categories, 61 majors and 298 courses.
Compared with young people, the characteristics of the Xi and the learning Xi of the elderly are very different. "Having fun" and "finding circles" are the core driving forces for the silver-haired people to go to school. Entrepreneurs need to think clearly:
The fundamental attributes of education for the elderly: public welfare or business, general education or profit-seeking
The choice of education mode for the elderly: big and complete or small and beautiful?How to focus and layout online and offline?
How to monetize education for the elderly: course payment, peripheral products, or tourism, finance, health care products
Why is it that the same education, K12 education for children and vocational education for young people, tens of thousands of yuan is ordinary, but when it comes to elderly education, a few hundred yuan has become a very psychological threshold expense?
The core point is thatAlthough it is difficult for elderly education to obtain a higher income through the course itself like K12 and ** vocational education, it has a high user channel value. Similar to the model of Internet platforms such as Weibo, Xiaohongshu, and Bilibili, through a variety of courses, the content gathers elderly users, so as to achieve the purpose of acquiring, retaining, improving stickiness, and then diverting traffic to other high-margin industries.
3. Content e-commerce: those who get the channel get the future
The consumption potential of the silver-haired population will be gradually released in the next decade, which is a basic economic trend determined by the population base. But it's not so easy for silver consumption to turn from potential to reality. There are not only problems at the product and chain level, but also channel problems.
In the past 20 years, shopping methods such as TV, newspapers, and magazines have been the mainstream channels for the elderly in China, and many categories, brands and companies with hundreds of millions or even billions of yuan have been born. With the rapid Internetization of the whole of China, these channels have gradually declined, and e-commerce platforms have risen rapidly.
According to QuestMobile data, as of September 2023, the number of silver-haired users has reached 32.5 billion, an increase of 76%；The proportion of the whole network has reached 265%, an increase of 13 percentage points.
From the perspective of user portraits, third-tier cities and below are the main force of the silver-haired population, accounting for more than 60%.From the perspective of consumption power, the consumption power of silver-haired people with more than 1,000 yuan increased by 1 compared with the same period last year6%, and the willingness to consume in the middle and high-end increased by 2 compared with the same period last year4%。
They are setting off a new wave in content consumption, not only in the fields of information and short **, but also Xiaohongshu and Bilibili have also become hot spots. At the same time, highly interactive live broadcasts continue to attract silver-haired people, and then become an important part of the platform's live broadcast traffic.
Today, seniors have become one of the fastest-growing groups in the purchasing power of social e-commerce, driving sales growth in multiple categories such as cosmetics, apparel and healthcare. The recommendation algorithm of social media e-commerce is mainly based on the user's interests. In this ecosystem, brands cooperate with KOLs to live broadcast and bring goods to effectively reach the target audience, thereby increasing sales. However, this may not be the best solution for products and services that are exclusive to the elderly.
The silver economy has the character of a public good, with both market and welfare, and is a form of "mixed economy". It is different from the market economy in terms of supply and demand and development, and its formulation and development scale is constrained by the financial support and public policy orientation from the public goods of the elderly. This economic form determines the coexistence of low profits and diversified profits.
But it should be pointed out:
First of all, the meager profit of the aging industry refers to the low average profit margin of products or services, but due to the huge capacity of the aging market, it is not contradictory to the high total profit of silver economy enterprises.
Second, the low profit of the silver economy does not exclude its marketability, nor does it advocate its welfare. This shows the particularity of the silver industry that distinguishes it from other industries in the market.
With the continuous enhancement of the consumption willingness and consumption ability of the elderly in China, the consumption content and methods are becoming more and more diversified, and the connotation and extension of the silver economy will also show a gradual deepening process.
Just as all industries need to be redone for the Internet or digitalization, all industries today need to be redone for aging, which is a basic understanding of the development of the silver economy.
Commercial enterprises should innovate from technology and business models, capture social needs as much as possible, use modern technology and management innovation, and use less resources to achieve more needs, so that the silver industry becomes more efficient and more humane.
Facts**:QuestMobile's 2023 Silver Economy Insights Report
JD.com's "2022 "Silver-haired" Consumer Trend Report
CIC Consulting, Beijing Dama Science and Technology *** Silver Economy Blue Book".
How to develop the "silver economy" in the cultural tourism industry?Peng Yuan said cultural tourism.
Rui Mingjie's column|The Future Development of the "Silver Hair" Industry in the "Silver Age" Era".
With a venture capital of 4 trillion yuan, China's silver economy ushered in the first 30 years" Young Investors Club.
"Person-centred" dementia care – "just-in-need" or "non-just-in-need"?>> Palm cognition.
The strength to control the precise demand and solve the three major problems of "silver hair"!>> New Nutrition.
With the rise of the silver economy, what are the new opportunities for nutritional and health food for the elderly?》
Middle-aged and Elderly Health Food Market Insights" Magic Mirror Insights.
**Pangu Think Tank, Silver Finance, AgeClub
Stay tuned for the "Mustard Heap China's Silver Economy Series Report".1. Map of the silver economy and industry.
2. Segmentation track: the development status, trend and competition pattern of the core industry (home, community, institutional pension) market.
3. Subdivision track: the market development status, trend and competition pattern of pillar industries (clothing, food, housing and transportation, health care, cultural tourism, etc.).
Fourth, the subdivision track: the extension industry (pension finance, information solutions, talent training, etc.) market development status, trends and competition pattern.
5. Overview of investment and financing in the primary market.
6. A-share listed companies participate in the combing.