Development prospect of silver-haired economy

Development prospect of silver-haired economy

Development prospect of silver-haired economy. With the popularity of smart phones among silver-haired people, more and more elderly friends have joined the online shopping army. With the renewal of the consumption concept of the elderly, their consumption behavior is becoming younger and more fashionable, and the silver-haired economy has broad prospects.

The development prospect of silver-haired economy 1 Data show that China has become the second largest consumer market in the world. From "other economy" to "other economy", the consumption structure has been continuously optimized, green, healthy and sustainable consumption has been continuously expanded, service consumption has developed rapidly, and consumption has been continuously upgraded.

With the deepening of aging, the consumption of the elderly is entering a period of rapid growth, and the "silver-haired economy" that provides products and services for the elderly is gradually showing vast space and great potential, becoming a new blue ocean for consumption upgrading.

consumption concept

From "Reluctant" to "Chopper"

For a long time, in the terminal consumer market, the elderly have always been at the bottom. In many people's impression, the elderly are thrifty in consumption, pursuing low prices, and seem to have no spending power. In fact, inadvertently, the "silver economy" has quietly arrived. If you still hold this idea, it's all wet.

"There are down jackets, massagers, health products and mineral water in the shopping list ... this is what my wife and I need." Uncle Wu, who lives in Xin 'an Garden, said, "There are Lego toys, smart watches and roller skates for grandchildren, while turning over the purchase records of" Double 1 1 "in his mobile phone. In fact, children don't lack these things, mainly to show our minds. Besides, catching up with' double 1 1' is much cheaper than in the mall. "

In fact, in the context of consumption upgrading, the elderly are more pursuing diversified and personalized experiences. The silver-haired group with online shopping needs like Uncle Wu has grown in recent years.

According to the data of China Internet Network Information Center, as of June this year, the number of netizens aged 50 and above reached 284 million, of which mobile phone users accounted for more than 99%. In addition, the online payment rate of the elderly has greatly increased, and the prevention and control of epidemic situation in COVID-19 has become an important driving force for them to use online payment. Taking WeChat payment as an example, the number of elderly users has increased by nearly 20 times in the past two years. Compared with young people, the elderly pay more attention to the practicality and price of goods when shopping online. When they see the goods they like, they often buy more and hoard more goods at one time. If the purchased goods are satisfactory, they will continue to be repurchased.

With the popularity of smart phones among silver-haired people, more and more elderly friends have joined the online shopping army and become "silver-haired hands-chopping people", and their purchasing power cannot be underestimated. The latest report released by JD.COM Institute of Consumption and Industrial Development 202 1 shows that "silver-haired people" have become an important growth driver of the consumer market. By the end of September 20021,the online shopping sales of the elderly increased by 4.8 times year-on-year.

Obviously, the huge consumption power and ability behind numbers have far exceeded people's inherent cognition of the elderly. "Lack of purchasing power" and "unwillingness to spend money for themselves" are gradually becoming the past tense of consumption of the elderly, from conservative to open, from reluctant to chop hands.

consumption structure

From basic needs to cultural and entertainment experience

With the increase of income and the renewal of the consumption concept of the elderly, their consumption behavior is becoming younger and more fashionable, and their requirements for the quality and enjoyment of their later life are also constantly improving.

A few days ago, there was a cold wind and heavy snow in Jincheng, but Yu Ming, who was nearly seventy years old, took a photo of himself facing the sea in Hainan in a circle of friends. "I am a migratory bird-style pension, spending the summer in the north and the winter in the south." Uncle Yu said: "I am a restless temper, plus I like photography." After retirement, as long as my physical conditions permit, I will take a trip of' say and go'. "

Indeed, today's elderly groups can no longer consider and analyze their needs with single thinking and inertial thinking such as old and weak, passive pension and so on. Especially with the "post-60s" entering their 60s, compared with the traditional elderly, they have stronger health awareness, higher income, higher education level, richer life expectations and more pursuit of high-quality old-age life. From the consumption structure, they are no longer satisfied with the basic needs of life, but pursue multi-level health services and spiritual and cultural needs.

More and more elderly people choose to "study for the old", and universities for the elderly are hot and even "one is hard to find"; More and more elderly people are keen on traveling, and they are becoming more and more fashionable. From the previous group tour to the current customized tour, private group, and even do your own raiders and drive yourself on the road; Many elderly people are no longer satisfied with a single savings, but keep in mind the "financial classics" and begin to consider purchasing financial and insurance products for asset allocation ... At the same time, the consumption habits of the elderly are more in line with the development of the information society, and online consumption and electronic payment are increasing.

Their financial resources and spending power should not be underestimated. At present, most elderly people enjoy old-age insurance and have a stable income. Compared with many young people who don't have a house or a car, most elderly people have one or more houses. Not only do they not have the pressure of rent and mortgage, but they may even get some extra income from the house.

This generation of old people has more wealth and more open-minded. They try to break the stereotype of middle-aged and elderly people in the market and try to break through the restrictions of age on them more and more. Their mentality tends to be younger, and their consumption concept gradually moves closer to young people. In addition to family daily consumption expenditure, they pay more and more attention to display consumption such as makeup and clothing.

According to the data of the seventh national census, the population aged 60 and over in China has reached 264 million, accounting for 18.7% of the total population. With the increase of the elderly population, the elderly will undoubtedly gradually become the main force of consumption. There is no doubt that so many elderly people with money and leisure have great consumption potential. And with the deepening of aging, the consumption of the elderly is about to enter a period of rapid growth.

Two days before the development prospect of silver-haired economy, JD.COM Institute of Consumption and Industrial Development released the Rise of Silver-haired Economy-2021Report on Internet Consumption of Elderly Users. The report shows that from the supply side, the online market for suitable products for the elderly is becoming increasingly prosperous, and the number of online elderly health service products has increased by over 10 times; The elderly clothing products are the most abundant, and traditional brands are favored; Young people bought half of the old-age products and returned to consumption to lead the economic upgrading of silver hair; Silver-haired people are an important growth driver of the consumer market. In the first three quarters of 20021,the online shopping sales of silver-haired people increased by 4.8 times year-on-year. Silver-haired people are increasingly accustomed to online shopping for daily necessities: the consumption of rice noodles, grain and oil, and paper wipes has increased by 10 times; Silver-haired people have also enriched their leisure life through online shopping, and their tourism consumption has increased by 10 times.

The number of online elderly health service products increased by 10 times.

From the supply side, the online market for elderly products is becoming more and more prosperous. Products suitable for the elderly refer to all kinds of products specially made to meet the needs of the elderly, such as clothing, food and nutrition for the elderly. On the whole, in the first three quarters of 20021,the number of products suitable for the elderly increased by 33% year-on-year, the sales volume increased by 73% year-on-year, and the market demand was stronger.

Among the products suitable for the elderly, the number of clothing and underwear products accounts for 5 1%, and the variety is the most abundant. Among them, traditional brands such as Hengyuanxiang, Seven Wolves, Copper Cattle and Athletes are more favored by silver-haired consumers. The number of products suitable for the elderly such as catering, nutrition and health care, outdoor sports, etc. is insufficient 10%. At present, the market of electronic products for the elderly is on the rise. Many brands have launched mobile phones and tablet computers for the elderly, but the product development in the fields of medical care, home care, culture and entertainment for the elderly is relatively insufficient.

In contrast, health service goods increased by more than 10 times, and drugs, nutrition and health products increased by 1 0 times. Health is also the most concerned demand of the supply side of the silver hair industry.

Young people bought half of the old-age products.

After 80s and 90s, they often buy daily necessities, health products and holiday gifts for the elderly at home, in order to repay them and expose them to more new products. According to statistics, after 80s and 90s, when consumers buy products suitable for the elderly, they often choose high-quality, intelligent, healthy and environmentally friendly products, which will often drive the elderly to participate in emerging consumption experiences such as fresh food, pets, travel and services, thus driving the elderly to upgrade their consumption.

However, in the first three quarters of 2020, the proportion of online shopping for products suitable for the elderly by users under the age of 35 was close to 50%, and it decreased to 47% in the first three quarters of 2002/kloc-0, and the share of online shopping for the elderly group increased.

Young people also buy products suitable for the elderly according to their needs. There are similarities and obvious differences between the two user groups under 35 and over 56. For users under the age of 35, sales of nutritional products such as bone health and immune enhancement account for a higher proportion. The most prominent thing is that among the sales of mobile phones suitable for the elderly, the proportion of young people is higher, while the sales of clothes purchased by people over 56 are higher.

County and countryside are the largest commodity markets for the elderly.

From the perspective of regional market, the county rural area is the largest market for aged goods, accounting for 37% of the sales volume, which is significantly higher than the sales volume of all categories in the county rural area. On the one hand, because a large number of elderly people live in county rural areas, the market base is large; On the other hand, more and more elderly people begin to accept online shopping, and the frequency of online shopping is getting higher and higher; At the same time, the commodity richness in the county rural offline market is insufficient, and online shopping can better meet the needs of the elderly. Older people in first-and second-tier cities have leisure and money, and are more likely to accept new things, forming different levels of demand markets with county-level rural areas. Judging from the growth situation, the county-level rural areas have the strongest growth momentum. 202 1 Sales of products suitable for the elderly increased in the first three quarters 17 1%, and sales in first-tier cities increased by 85%.

From the perspective of regional markets, the growth rate of online sales of applicable products for the elderly in East China and Central China is higher than that in the whole country, while the growth rate of online consumption of applicable products for the elderly in Southwest China, Northwest China and Northeast China is relatively low.

Silver-haired people buy online more frequently, and their sales increased by 4.8 times year-on-year.

The report shows that due to the epidemic, the digitalization process of silver-haired people has been significantly accelerated. Online shopping sales of elderly users increased by 4.8 times year-on-year. The turnover in North China and East China accounts for more than the number of users, and the purchasing power of silver-haired people online shopping is stronger.

Silver-haired people buy a wide variety of goods online, including infant milk powder, toy books, mobile phones, home appliances, home furniture, sugar-free cakes, nutrition and health products, jewelry and so on. Judging from the online shopping categories of silver-haired people, online shopping has been related to all aspects of their lives.

There are more and more necessities online shopping for silver-haired people. In the first three quarters of 20021,the turnover of rice noodles, oil, paper and wet wipes purchased online by silver-haired people increased by more than 10 times year-on-year.

Silver-haired people will also meet their leisure consumption needs through online shopping. Silver-haired people not only have considerable wealth accumulation, but also have a lot of leisure time near retirement age, so they have a strong demand for leisure, entertainment, social and other spiritual consumption. In the first three quarters of 20021,the turnover of silver-haired people in tourism and holiday increased by more than 10 times, the turnover of local Zhou Bianyou and gardening life increased by more than 3 times, and the turnover of flowers, green plants and Wan Wen collections increased by more than 50% year-on-year.

Health is the primary concern of silver-haired people. With the convenience of online consumption, the health needs of silver-haired people have also been met. In recent years, the emerging business of health services, silver-haired people quickly participate in the consumption of online health services. In the first three quarters of 20021,the online oral service turnover of users over 56 years old increased by more than 8 times, and the turnover of physical examination and online consultation increased by 2 10% and 7 1% respectively. At the same time, the health care awareness of silver-haired people has been significantly improved. Three highs, the turnover of eyesight and intelligence health care products increased by more than 90% year-on-year, and the turnover of health/health care and nourishing nutrition products increased by more than 70%.

Prospects for the development of silver-haired economy 3 Under the background of promoting the aging transformation in various places, the aging transformation in the consumption field has also been put on the agenda, especially the customized products and smart products in online shopping are increasingly favored by the elderly.

He Yaqiong, director of the Consumer Products Industry Department of the Ministry of Industry and Information Technology, said that with the continuous improvement of the individual needs of the elderly, online consumption, customized consumption, experience consumption and smart consumption have become new consumption growth hotspots in the "silver hair economy". I hope more people will pay attention to the quality of life of the elderly and further promote the high-quality development of the elderly products industry.

The Online Consumption Report of 20021Elderly Users issued by JD.COM Institute of Consumption and Industrial Development (hereinafter referred to as the report) also highlights the existing pattern of old-age services in China. Under the scene that the elderly choose to live at home and spend their old age in a familiar environment, products and services suitable for the elderly will meet the diversified and personalized needs.

According to the report, the online shopping sales of silver-haired people in the first three quarters of JD.COM Platform 202/KLOC-0 increased by 4.8 times. In the scene of home-based care for the elderly, the consumption of suitable old houses has increased by nearly 1 time.

Among them, the turnover of safety handrails and cervical pillows increased by more than 1.5 times year-on-year, and the turnover of electronic locks, smart clothes hangers, smart toilets and constant temperature showers increased by more than 50% year-on-year. After the autumn, the consumption of warm-keeping products of silver-haired people increased significantly. The turnover of new goods warm quilts increased by more than 8 times, the turnover of heaters increased by 2.5 times, and the turnover of warm quilts and thermal underwear increased by more than 80%.

In addition to household necessities, clothing and other necessities, the online shopping list of silver-haired people has also added rich contents such as tourism, health and living services: tourism consumption has increased by 10 times, dental consumption has increased by 8 times, physical examination has increased by 2 times, and laundry service and living expenses have also increased by many times.

The emergence of consumer demand will force the e-commerce sector to undergo a "time-limited transformation". It is reported that the Ministry of Industry and Information Technology, the Ministry of Civil Affairs, the Elderly Industry Committee of China Building Decoration Association, JD.COM and other partners jointly launched the "Warm Sun Action" to comprehensively serve the elderly with a high quality of life.

JD.COM said that it will create a new standard and one-stop nursing plan for the elderly in the whole scene, and comprehensively upgrade the multi-dimensional commodity and service capabilities of the elderly in home, health, online and offline, spiritual life and fashion life. For example, in the core scene of home, many brands are combined to exert their strength from three dimensions: bathroom space, living space and room safety protection, and the safety and comfort of home-based old-age care are improved through eight scenes, such as paperless toilet and sitting constant temperature bath.