Traditional Culture Encyclopedia - Photography major - The Internet seizes the elderly interest community, aiming at the next blue ocean market of 50 trillion
The Internet seizes the elderly interest community, aiming at the next blue ocean market of 50 trillion
By 2025, one in every five people will be over 60 years old.
China will enter a moderate aging stage, which means that "aging" is not an empty concept, but a matter that is closely related to the life of every family.
A large population base means potential future market possibilities, and the addition of policy support and social forces is also accelerating the development and change of the silver economy. Among them, a series of Internet products such as education, social networking, and consumption have temporarily emerged around topics of interest to the elderly.
In January this year, Hongsong, an interest community for middle-aged and elderly people, received a 100-million-yuan A+ round of financing led by BAI Capital, with participation from Matrix Partners, CCV, and Lanchi Ventures. Topics of interest to the elderly have come to the fore again.
As those born in the 1970s gradually enter retirement life, those who have ample time, are willing to spend money on themselves, and have their own hobbies and pursuits have gradually become the group portrait of the new generation of elderly people who grew up in the reform and opening up.
As early as around 2015, a number of Internet applications highlighted by square dancing were launched in an attempt to further explore the possibilities behind the interests of middle-aged and elderly people. Among them, Tangdou is the representative one. In the early days, it started from online square dance services. In offline scenes, it spread spontaneously among users through the "lead dancers" of square dance. Later, the label of square dance began to be removed, trying to expand more content of interest to middle-aged and elderly people, and at the same time, elements such as e-commerce consumption were added to seek commercial monetization.
But the exploration of the middle-aged and elderly market has not been smooth sailing. Two years later, in 2017, Qin Xiaoxiao, the founder of the square dance track "Star Dance", mentioned in an interview with Nanfang Daily, "In Jiangsu, Zhejiang and Shanghai, there are more than a dozen colleagues who have withdrawn, and most of the living ones have won before. In terms of financing, peers are stuck in monetization. From a profit perspective, there is no winner in the industry, and there is no top or bottom, because all companies are not profitable. "Tangdou's Series C financing was still in 2019. , investors included Tencent, the absolute leading player in the social field, and subsequently disclosed less updates to the outside world.
Despite this, based on the huge size of the elderly population and the market size implied behind it, the middle-aged and elderly track is still full of room for imagination.
According to the seventh census data, China’s silver-haired population aged 60 and above accounted for 18.7%, reaching 264 million people, and is expected to reach a peak of 487 million in 2053. At the same time, according to calculations by the National Social Science Fund's "Research on Elderly Care Consumption and Elderly Care Industry Development", by 2050, the size of my country's elderly market will reach 48.52 trillion yuan, and the elderly consumer market will reach 60 trillion yuan.
Entering the Internet era, according to QuestMobile 2021 data, the average silver-haired population uses the Internet for more than 4 hours a day. On this track, there are short video platforms such as Douyin and Kuaishou, which have taken the lead in occupying a place in the elderly's social interests; there are also Internet communities focusing on the elderly market such as jelly beans and rice cakes.
In the field of silver economy, education is a central topic that cannot be avoided. Since the birth of universities for the elderly targeting retired cadres in the 1980s, education for the elderly in my country has long been dominated by the government, with “public universities for the elderly + community elderly activity centers” being a common model.
In the context of lifelong learning, education has become the entry point into the interesting life of middle-aged and elderly people. In 2021, Qi Xiuping, vice president of Gaotu and head of Gaotu Academy, the adult business segment of Gaotu, publicly introduced that among the paying users of Gaotu Academy, 25% of the users are people over 50 years old. Kaikeba's middle-aged and elderly interest learning brand "Mingchun Academy" has also recently received tens of millions of yuan in independent financing. Changba, which is based in offline KTV, has also noticed the active needs of middle-aged and elderly people and launched the online platform "Peanut Classroom" to provide vocal lessons.
Whoever captures the interests of the silver-haired crowd first may be able to take advantage of the next market of 500 million people.
Elderly education with social life as the core
At present, the main content of elderly education is still based on the interests, life and social interaction of the elderly.
In terms of curriculum, traditional projects such as dance, vocal music, calligraphy and painting are still the mainstream projects for online and offline senior education. Compared with the educational function, the current "senior university" is more like taking interests as the entry point, providing social venues and common topics for the elderly people, and meeting the spiritual communication needs of the elderly.
From consumer goods to the elderly track, Wang Huainan, founder of Rice Tea Commune, told Mustard Dui that the transition from "getting old" to "recognizing old age" often occurs after retirement, and the silver-haired people have to face changes in their connection with society. Weakness, shrinking living radius, lack of entry points for communication between people, and a series of other problems.
Compared with young people who are familiar with the Internet, the trust threshold of the silver-haired people is obviously higher, and they rely more on social scenes based on acquaintance networks and KOL (key opinion leaders).
On the one hand, some elderly interest communities are built on the WeChat social chain and appear in the form of small programs among acquaintance groups of middle-aged and elderly people. "Little Rice Cake" was initially positioned as an electronic album tool. After its launch, multiple albums were forwarded among WeChat comrades groups and other groups and became a hit, attracting the first batch of middle-aged and elderly users. Meipian, which started out as a graphic and text tool, had a similar experience.
Compared with downloading apps, WeChat mini programs that are lightweight and easy to use seem to be more popular among middle-aged and elderly people. According to WeChat official data, more than 450 million people are using mini programs every day in 2021. In the logic of “connecting everything”, small programs may give the elderly more possibilities for social interaction.
On the other hand, looking for "lead dancers" in square dancing and creating KOLs among middle-aged and elderly people, like jelly beans, are also considered by many elderly interest communities. The popularity of middle-aged and elderly Douyin anchors such as "Grandma Wang" and "Grandma Tian" has also made the public re-recognize the ability of silver-haired "leaders" to bring goods.
In Hongsong Academy, users are connected through small stations. Similar to Douban, users join different small sites according to their own interests, such as vocal music, calligraphy and painting, photography, etc., and communicate with friends on the site who have the same interests and hobbies. The webmaster is often the one who initiates the topic, which may be in the form of pictures and texts, or it may be a live broadcast course that lasts for a long time. At the same time, webmasters will also receive income from rewards and goods from sharing on the site.
In addition, offline scenes are also an indispensable part of the social life of middle-aged and elderly people. In recent years, many commercialized offline universities for the elderly have emerged one after another. For example, Good Year provides offline education to middle-aged and elderly people aged 55 to 70. It mainly focuses on the Guangzhou area and has opened more than ten "Shengnian Universities", supplemented by study tours, local eating, drinking, and community activities. Next activity. According to a report by "Ta Kung Pao" in 2020, there are more than 10,000 paying users in the good year, each user's annual consumption is about 6,000 yuan, and 80% of the students are from "old and new".
One common knowledge about middle-aged and elderly people is that they are more price-sensitive. How the Internet platform that was born around the elderly group can achieve traffic conversion is a long-term problem.
According to previous reports from Jiemian News, Tangdou, which entered the interest track of middle-aged and elderly people using square dancing as an entry point, has successively tried to monetize through e-commerce models and knowledge payment, but the results have been limited. When the unit price of the course was 9.9 yuan, Tangdou attracted 50,000 to 60,000 paying users. After it rose to 49 yuan, it lost more than 80% of paying users.
For Red Pine Academy, commercialization is not the focus at this stage. "Middle-aged and elderly people tend to be conservative in their consumption decisions and cautious in social interactions. It is difficult for them to make impulsive purchases like young people. They pay more for trust, emotions, and spiritual world. Therefore, doing business for middle-aged and elderly people requires The average LTV (life time value) of users is high, instead of pursuing ROI and GMV. If LT (user life cycle) is long, V (total value) will definitely be high. "Li Qiaozeng, founder of Hongsong. express.
In the long term, with favorable policies, the silver economy still has huge potential. Expressions such as “actively cultivating the silver economy”, “incorporating education for the elderly into the lifelong education system” and “supporting social forces in organizing universities for the elderly” are repeatedly mentioned in relevant policy documents.
It is worth noting that in the context of population aging and delayed retirement, the career planning and continuing education needs of the silver-haired population have also increased. "Provide job introduction, vocational skills training and innovation and entrepreneurship guidance services for the elderly who are willing to work." The "Opinions of the Central Committee of the Communist Party of China and the State Council on Strengthening Aging Work in the New Era" mentioned that the elderly are encouraged to continue to play their role.
Taking Japan, which has a serious aging problem, as an example, it is mentioned in IT Orange's "2020 China Elderly Education Market Research Report" that universities such as Hiroshima University and Meiji University offer academic qualifications for people over 50 years old. Education, including economics, management, psychology and other professional courses, with qualification certificates issued after completion. On the one hand, it provides channels for self-education for middle-aged and elderly people, and on the other hand, it also provides support for their re-employment.
How to capture the interests of middle-aged and elderly people, and how to realize the long-term value of the silver-haired track, a battle for middle-aged and elderly people has already begun.
# Elderly # #silver-haired economy #
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