It can be said that this initiative of Ma Yun is trying to make Taobao as a platform to benefit more people. Older people's social circle is generally on top of the square dance, social circle are narrower. Some of the square dance opinion leaders is a great appeal, so that they this time is to deal with the elderly. Taking care of them means taking care of a lot of other age groups.
The position serves the Taobao platform and the interactive team's "Kindred Spirits" program. The aim is to open up the interaction between various groups of people (middle-aged and old people, minor children, etc.), and to use precise operation to realize a more three-dimensional, composite thousands of people. Since the social circle of the elderly are generally narrower, square dance opinion leaders often have a certain appeal, which also makes the "leader" of the opinion is very important, so the "bearer" has become the recruitment of the plus points.
Getting them right not only means getting a large number of older people, but also indirectly getting other age groups. The older group's perspective, in-depth experience of Taobao products, so as to drive around the middle-aged people and different age groups to experience together, and feedback, so that its products deeper penetration into the group.
As the saying goes, women and children make the best money, which is an indisputable fact in both ancient and modern times. Women are prone to impulsive spending, while parents buy items for their children that are big and expensive. But when everyone in the market understands this, the money isn't so good anymore.
With the aging phenomenon aggravated, China will also step into the super-elderly type of country, even if the middle-aged and elderly people are less recognized than the young people of e-commerce, but with the market transformation, more and more elderly people are trying to online shopping field. On the other hand, the middle-aged and elderly market has always been a gap for e-commerce companies, but due to its large base and strong consumption power, the potential of this market is very large.