Problems in the development of silver-haired economy

Problems in the development of silver-haired economy

There are problems in the development of silver-haired economy. With the deepening of aging, the consumption of the elderly is entering a period of rapid growth. The "silver hair economy" that provides products and services for the elderly has become a new blue ocean for consumption upgrading. Problems in the development of silver hair economy.

Problems in the development of silver-haired economy 1 Recently, the "silver-haired economy" has ushered in a strong wind. 1October 24th 165438 "opinions of the central government of the State Council on strengthening the aging work in the new era" (hereinafter referred to as "opinions") was issued, which reiterated the basic principles of the aging work and the general requirements of the pension system and security system.

Meng Lilian, chief expert of Sichuan Tianfu Health Industry Research Institute, told the Securities Daily reporter: "* * * Building * * * is the basic principle of aging work and service, and the Opinions clarify the entry of social capital and the participation of social forces. For example, the Opinions propose that to further standardize the development of institutional pension, all localities should develop institutional pension through direct construction, entrusted operation, purchase of services, and encouragement of social investment. "

In this context, can the old-age care institutions usher in a real "spring" of the old-age care industry with feelings and responsibilities first? In this regard, Guo Jianjun, president of Charming Garden China District, said in an interview with Securities Daily that "in the next three to five years, domestic pension institutions will enter a mature development period. With the post-50s and post-60s stepping into the army of providing for the aged, the change of consumption concept will gradually make the market show a trend from providing for the aged to enjoying the old age. After the policy orientation is superimposed, the mature high-end old-age care institutions will attract more capital attention. "

Chinese and foreign enterprises cluster into the market.

But the industry is still generally losing money.

According to the data of the seventh census, the population over 65 in China is190.64 million, accounting for 13.5%. According to a pension industry data report released by Tianyancha APP, it is generally believed that when a country's population over 65 accounts for more than 7%, it has entered an aging society; When the population over 65 years old accounts for more than 14%, it will enter a deeply aging society.

13.5% means that China is about to enter a deeply aging society, and the huge demand for old-age care has driven the rapid development of the industry of old-age care institutions. According to the data of Forward-looking Industry Research Institute, the number of old-age care institutions in China is increasing as a whole. According to the data of the Ministry of Civil Affairs, by the end of 2020, there were 38,000 institutions for the aged in * * *, an increase of 65,438+00.4% compared with the end of 2065,438+09 and an increase of 37.2% compared with the end of 2065,438+05. According to the structure of business entities, the proportion of private pension institutions reached 54.7%. It is predicted that in 2026, the market size of China nursing home is expected to reach11/400 million yuan.

In fact, the competition in the domestic pension market has already begun. For example, Taikang Jiayuan, Chenghejing, Kaijianhua Exhibition and many other enterprises began to lay out the old-age care industry around 20 10, among which there are many companies involved in boutique old-age care institutions. Based on the nature of the pension industry, real estate and insurance companies still dominate.

In addition, foreign-funded enterprises have also poured into the pension market in China. According to AgeLifePro, a research media in the field of old-age care, by the end of 2020, 40 companies from at least 1 1 countries have announced their entry into the old-age care market in China, and 44 projects have been completed, covering the whole country 17 provinces. For example, Charming Garden, the largest unlisted old-age real estate owner in the United States, has entered China on 20 10, and several projects have been put into operation. This year, it signed a contract with Suzhou Yang Kang Group; Shi Lian, Australia's largest elderly living community operator, landed its first project in China last year; In addition, Bozuke, a Dutch company, is also cooperating with real estate companies in China to develop the community nursing service market in Guangdong-Hong Kong-Macao Greater Bay Area.

However, Meng Lilian told reporters: "There are still too few providers of aged care services. Although many institutions and capitals are ready to enter the field of aged care services, standards, procedures and contents need to be further clarified, and many of them have already entered. For various reasons, not many things have been done well. "

In fact, in this market, the loss is far greater than the profit. According to a survey conducted by Professor Qiao of Peking University Population Research Institute, as a city with a very serious aging population, Beijing's pension enterprises are generally at a loss. Surplus only accounts for 4%, basically flat accounts for 32.8%, slight loss accounts for 32.6%, and serious loss accounts for 30.7%.

Policy support is particularly important.

Three or five years or ushered in maturity

At present, the old-age care institutions in China are mainly divided into two categories, one is to meet the needs of high-income people, and these institutions have done relatively successfully. The other part is to meet the old-age service for low-and middle-income people, and there are still many problems to be solved.

The reporter found that the above-mentioned foreign-funded enterprises Charming Garden and Shilian are all focused on the high-end pension market where boutique pension institutions are located.

"China's current pension institutions have a clear profit model, but their profitability is not strong." Guo Jianjun told the Securities Daily that, for example, Charming Garden has served more than 60,000 families in overseas markets so far, providing high-quality services for the elderly. From the company's experience, due to the mature pension market in Europe and America, the annual gross profit margin of high-end pension institutions can reach 33%. If you invest in pension institutions in the United States, the return on investment is 6% to 8%, and some institutions reach 10%. Guo Jianjun said: "The industry will also consider ethical issues and control the data within a reasonable range. For example, the gross profit margin will remain below 40%, so 8%- 10% is a good return on investment. But in China, there are very few people who achieve 3%. "

Guo Jianjun believes that the main constraint is the demand side. "Most of the old people in the old-age care institutions were born in the thirties and forties, and their consumption concepts are obviously different from those after the fifties and sixties. They will refuse "enjoyment" consumption. However, with the gradual participation of the post-50 s and post-60 s people in the pension army, there is a higher standard for the nursing and pension environment, and the market will also change from pension to' enjoying the old age', and the high-end market will also become just needed. "

Chang Hong, chief representative of China of the Los Angeles Convention and Tourism Bureau, told the Securities Daily reporter: "From the experience of this family in Charming Garden, the service concept is different from that of ordinary old-age care institutions. Not only quality, service and hygiene are enough. Here, we encourage the elderly to do what they can, bring spiritual satisfaction to the elderly and truly make them feel respected. It is precisely because of this that they will change the' stereotype' of old-age care institutions in the past. "

"The industry may mature in three to five years. On the one hand, the participation of a new generation of elderly people will promote the maturity of the industry from the consumption habits; On the other hand, the state gives policy support to promote private capital at home and abroad to enter the pension industry. For example, the nature of our land is divided into medical land and leisure land, which increases the interest of capitalists in this field. " Guo Jianjun said that in the next three to five years, the return on investment of high-end pension institutions in the domestic market may increase to 5% to 8%.

Wang Peng, an associate professor at Renmin University of China, told the Securities Daily reporter that with the development of social economy, the change of old-age care institutions will lead to classification. High-end, intelligent and customized personalized aged care services will show great potential. "With the passage of time, the improvement of China's social security system and the improvement of residents' income level, a high-value old-age service system will inevitably be established and its market share will increase. "

Problems in the development of silver-haired economy 2 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. So many elderly people with money and leisure will undoubtedly have great consumption potential. And with the deepening of aging, the consumption of the elderly is about to enter a period of rapid growth.

Problems in the development of silver-haired economy 3. The population aged 60 and over in China has reached 264 million, and it is estimated that this number will exceed 300 million during the Tenth Five-Year Plan period. China's "silver-haired economy" contains huge space.

165438+1October 24th, the Opinions of the Central Committee of the State Council on Strengthening the Work of Aging in the New Era (hereinafter referred to as the Opinions) was released. The Opinions call for actively cultivating the silver-haired economy, strengthening planning, and guiding and developing industries suitable for aging.

According to official data, China has the largest elderly population in the world, with 264 million elderly people aged 60 and above, accounting for 18.7% of the total population. The number of elderly people aged 65 and above has reached 1.9 1 billion, accounting for 13.5% of the total population.

In an exclusive interview with CBN recently, Wang Haidong, director of the Department of Aging Health in National Health Commission, said that to strengthen the construction of the aging industry system, we should first increase policy support and give preferential support from finance, taxation and land. Secondly, by building a number of leading enterprises, we should improve the scientific and technological content of aging products, extend the industrial chain, expand economic benefits, and give play to the role of demonstration to better promote the development of aging industries.

The "Opinions" require the preparation of relevant special plans, the improvement of the support policy system, and the overall promotion of the development of the aging industry. Encourage all localities to make use of the advantages of resource endowment to develop characteristic aging industries with comparative advantages. Make overall use of existing capital channels to support the development of aging industry.

Generally speaking, the development of domestic aging industry is relatively backward, and the supply of products and services for the elderly is insufficient. At present, there are only over 2,000 kinds of articles for the aged in China, which are Japanese 1/20. The ability of independent innovation in the manufacturing industry of old-age products is low, and most of the basic, core and cutting-edge technologies are in the hands of foreign-funded enterprises. The organization form of aging industry is underdeveloped, lacking leading and brand enterprises, and the existing enterprises are "small, scattered, chaotic and poor".

"The format of the aging industry is still immature. In the past, everyone talked about the market according to the size of the elderly population. This is not accurate. More importantly, it depends on the spending power and willingness of the elderly. But the future is expected to change, because the population born in the 1960s will age, and these potential elderly people will have more money in their pockets than those in the past. People born in the 1960 s will advocate that I am the master in my later years, and the demand for old-age products will further increase. " A population expert said.

However, the above experts also said that the scientific and technological content of pension products is not high, and it is necessary to increase investment in science and technology. This is related to the fragmentation and ineffective implementation of policies related to the aging industry in China. Industrial development lacks unified policy support and planning guidance on price, taxation, trade, talents, investment and financing, and land. Enterprises and social organizations still face some "glass doors" and "spring doors" when participating in the development of aging industries, and their investment enthusiasm is suppressed. In addition, the lack of statistical index system of aging industry makes it difficult to grasp the basic situation and information of industrial development and provide scientific basis for decision-making. These factors lead to the overall lag in the development of the aging industry, and the lack of supplies and services for the elderly.

The heads of relevant departments of the National Health Commission are on duty 24 hours a day. At present, the development of China's aging cause and industry is unbalanced and inadequate, and the development of aging industry lags behind. On the one hand, the Opinions proposes to strengthen planning guidance and promote the development of aging industries as a whole; On the other hand, it is proposed that to develop industries suitable for the elderly, relevant departments should formulate catalogues and quality standards for products and services for the aged and promote the certification of services for the aged. At the same time, the opinion requires that market supervision and other departments should strengthen supervision, severely crack down on illegal activities such as infringement of intellectual property rights and manufacturing and selling counterfeit and shoddy goods, safeguard the consumer rights of the elderly, and create a safe, convenient and honest consumption environment.