Prospects for the development of silver-haired economy
Prospects for the development of silver-haired economy, with the promotion and popularization of smart phones in silver-haired groups, more and more elderly friends to join the online shopping army, with the elderly consumer concept update, they are increasingly younger and more fashionable in their consumer behavior, the prospects for the development of silver-haired economy.
The prospects for the development of the silver economy1
Data shows that China has become the world's second largest consumer market. From "her economy" to "his economy", the consumer structure continues to optimize, green, healthy, sustainable consumption continues to expand, the rapid development of service consumption, consumption continues to upgrade.
With the deepening of the degree of aging, the elderly consumption is entering a period of rapid growth, providing products and services for the elderly "silver hair economy", is gradually showing a broad space and huge potential, becoming a new blue ocean of consumption upgrade.
Consumption concept
From "can't afford" to "chopping family"
For a long time, in the terminal The consumer market, the elderly is always at the bottom of the list. In many people's impression, the elderly in the expenditure is relatively frugal, the pursuit of low prices, it seems that there is no spending power. In fact, inadvertently, the "silver economy" has quietly come, if you still hold this concept, it can be very wrong.
"The shopping list has down jackets, massagers, health care products, mineral water ...... which is what my partner and I need." In fact, the children do not lack these things, mainly to express our feelings. Besides, catch 'double 11' price than the mall to be a lot cheaper."
In fact, in the context of consumer upgrades, older people are more likely to pursue diversified and personalized experiences, and the silver-haired group with online shopping needs, like moncler outlet online Wu, has become increasingly large over the years.
Data from the China Internet Network Information Center (CNNIC) shows that as of June this year, there were 284 million Internet users aged 50 and above, with cell phone users accounting for more than 99% of the total. In addition, the elderly network payment rate has increased tremendously, the new crown pneumonia epidemic prevention and control has become an important driving force to promote their use of network payment. Take Weixin payment for example, in the past two years the elderly users have increased nearly 20 times. Compared with young people, the elderly in online shopping, more important to the practicality of the goods and price factors, see the preferred goods, often buy a little more, a one-time more stockpile. If the purchased goods are more satisfied, they will keep repurchasing.
With the promotion and popularization of smartphones in the silver group, more and more elderly people are joining the online shopping army, becoming "silver choppers", and their purchasing power is "not to be underestimated". Jingdong Consumption and Industrial Development Research Institute in 2021, the latest report shows that today, "silver-haired people" has become an important growth driver of the consumer market, as of the end of September 2021, the elderly online shopping sales increased by 4.8 times year-on-year.
The huge consumer power and ability behind the numbers has clearly gone far beyond the inherent perception of the elderly. "Insufficient purchasing power" "not willing to spend money for themselves" is gradually becoming the past of the elderly consumption, they are becoming open from the conservative, from "can not afford" to the "The first time I've seen this is when I've had a chance to see a lot of people in the world.
Consumption structure
From the basic needs of the cultural and entertainment experience
With the increase in the income of the elderly, the concept of consumption is updated, they are increasingly youthful and fashionable in their consumption behaviors, and the quality of life in their old age, the enjoyment of the requirements are also increasing.
A few days ago, the city of Tianjin cold wind gusts, snow, nearly seventy years old Yu Ming old man but in the circle of friends in the sun in their own in Hainan, facing the sea, the sunny photos. "I'm kind of a migratory bird type of retirement, summering in the north and wintering in the south." moncler outlet online, "I'm not able to do anything about it, plus hobby photography, retirement as long as the physical conditions allow, will come on a trip 'just say yes' to the trip."
Indeed, today's elderly group, has been unable to use the old and frail, negative old age and other single-minded, inertia thinking to consider analyzing their needs. Especially with the "60" began to enter 60 years old, compared with the traditional elderly, their health consciousness is stronger, more income, higher education, life expectancy is richer, but also more in pursuit of high-quality life in old age. From the perspective of consumption structure, they are no longer satisfied with the basic needs of life, but the pursuit of multi-level health services and spiritual and cultural needs.
More and more older people are choosing to learn as they age, and the popularity of senior colleges is even higher; more older people are eager to travel and are becoming more and more "hip". ", from the previous group tours, to the current ` customized tours, private tours, and even do it yourself to do the strategy, drive on the road; many older people are no longer satisfied with a single savings, but read up on the "financial management", began to consider the purchase of wealth management and insurance products for the allocation of assets!
Their financial strength and spending power should not be underestimated. Nowadays, most of the elderly enjoy pension insurance, have a stable income, and compared with many young people who run around naked without a house or a car, the vast majority of the elderly have one or more sets of housing, and not only do they not have the pressure of rent and mortgage, but they may even rely on the house to get some extra income.
This generation of older people has more wealth and a more open mind, they are trying to break the stereotype of the market for middle-aged and older people, and more and more trying to break through the age limitations on them. Their mentality tends to be youthful, and their consumption concepts are gradually converging with those of young people. In addition to daily household consumption expenditures, they are paying more and more attention to display-type consumption such as make-up and clothing.
The seventh national census data show that China's population aged 60 and above has reached 264 million people, 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, such a large number of elderly people with money and leisure, its consumption potential is undoubtedly very huge. And, with the deepening of the degree of aging, the elderly consumption is about to enter a period of rapid growth.
Prospects for the development of the silver economy2
A few days ago, Jingdong Consumption and Industrial Development Research Institute released "The Rise of the Silver Economy - 2021 Online Consumption Report for Elderly Users", which shows that: from the supply side, the online market for elderly products is becoming more and more prosperous, and the number of online elderly health service commodities has increased by more than 10 times; Elderly apparel commodities are the most abundant, and traditional brands are favored; young people buy half of the products for the elderly, and rewarding consumption leads the upgrading of the silver-haired economy; the silver-haired people are an important growth driver in the consumer market, and the online sales volume of the silver-haired people in the first three quarters of 2021 has increased by 4.8 times year-on-year; they are getting more and more accustomed to purchasing the essentials of life online: the consumption of rice, noodles, cereals and oils, and paper and wet wipes has increased by 10 times; they also make their leisure life richer through online shopping, and tourism consumption has increased by 10 times. The company's online shopping is also a great way to make your leisure life richer, and your travel spending has increased by 10 times.
The number of online senior health service commodities has increased by 10 times
From the supply side, the online market for senior products is becoming more and more prosperous. Elderly applicable goods refer to the goods in each category that are specially made to meet the needs of the elderly, such as elderly clothing, elderly food, elderly nutritional products and so on. Overall, the volume of senior applicable products in the first three quarters of 2021 increased by 33% year-on-year, and the sales volume increased by 73% year-on-year, making the market demand even stronger.
In the senior applicable products, the number of clothing and underwear goods accounted for 51%, the most abundant varieties, of which traditional brands such as Hengyuanxiang, Seven Pilgrims Wolf, Copper Cow, and Healthy General are more favored by the silver-haired consumer crowd. The number of food and beverages, nutrition and health care, sports and outdoor products applicable to the elderly is less than 10%. At present, the elderly electronic products market has the momentum of the rise, many brands launched the elderly cell phone, the elderly tablet PC, etc., the elderly health care, the elderly home, the elderly culture and entertainment and other areas of commodity development is relatively insufficient.
In comparison, the number of health service commodities has increased more than 10 times year-on-year, and the number of medicines and nutritional healthcare products has increased more than 1 times year-on-year. Health is still the most concerned demand on the supply side of the silver hair industry.
Young people bought half of the applicable products for the elderly
The post-80s and post-90s crowd often buy daily necessities, health products and holiday gifts for the elderly at home in return for the elderly, which exposes the elderly to more new commodities. Data shows that post-80s and post-90s consumers often choose high-quality, intelligent, healthy and environmentally friendly goods when buying products for the elderly, and often drive the elderly to participate in emerging consumer experiences such as fresh food, pets, travel, services, and so on, leading the upgrading of consumption in the elderly.
However, in the first three quarters of 2020, the number of users under 35 years of age who purchased senior applicable products online accounted for nearly 50%, and fell to 47% in the first three quarters of 2021, with the share of the elderly group purchasing online by themselves growing.
Younger people also buy age-appropriate goods based on the needs of older people.There are ****similarities and significant differences in age-appropriate consumption between the under-35 and over-56 user groups.For the under-35 user group, the share of sales of nutrients such as bone health and immune-enhancing products is higher, and most prominently, young people are buying age-appropriate cell phones for a much higher share of sales, while the over-56 group The most prominent is that young people have a higher percentage of sales for purchasing age-appropriate cell phones, while the 56+ group has higher sales for purchasing clothing.
Rural counties are the largest market for age-friendly goods
From the perspective of regional markets, rural counties are the largest market for age-friendly goods, with a sales share of 37%, which is significantly higher than that of the entire category in rural counties. County rural areas are prominent in old-age-friendly consumption, on the one hand, due to the large number of elderly people living in county rural areas, the market base is large; on the other hand, more and more elderly people began to accept online shopping, the frequency of online shopping is also increasing; at the same time, the richness of offline market commodities in the rural areas of the county is insufficient, and online shopping can better satisfy the needs of the elderly's life. Elderly people in first- and second-tier cities have money and leisure, and are more receptive to new things, forming a different level of demand market with the rural areas of the county. In terms of growth, the county rural areas have the strongest growth momentum, the first three quarters of 2021, sales of senior applicable products increased by 171%, the first-tier city market sales increased by 85%.
From the perspective of regional markets, the online sales growth rate of senior applicable products in East China and Central China is higher than that of the whole country, and the online consumption growth of senior applicable products in Southwest, Northwest and Northeast China is lower.
Silver-haired people online shopping more frequently, sales increased 4.8 times year-on-year
The report shows that the silver-haired people's digitization process has accelerated significantly due to the impact of the epidemic. The sales volume of online shopping by elderly users increased 4.8 times year-on-year, and the percentage of turnover in North China and East China is higher than the percentage of the number of users, so the silver-haired people have more purchasing power in online shopping.
The categories of goods purchased online by silver-haired people are very extensive, including infant milk powder, toys and books, cell phones, home appliances, home furniture, including sugar-free pastries, nutritional supplements, jewelry, etc. for the elderly. From the point of view of the silver-haired people's online shopping categories, online shopping has been associated with all aspects of the silver-haired people's lives.
The silver-haired people are buying more and more necessities online, and in the first three quarters of 2021, the turnover of silver-haired people's online purchases of rice, flour, grain and oil, and paper products and wet wipes increased by more than 10 times year-on-year.
The silver-haired people will also satisfy their leisure consumption needs through online shopping. The silver-haired people "have money and leisure", both considerable wealth accumulation, but also near the age of retirement, there is a lot of leisure time, leisure and entertainment social and other spiritual consumption demand is strong. 2021 the first three quarters, the silver-haired people in the travel and vacation turnover year-on-year growth of more than 10 times, the local peripheral tourism, gardening life turnover growth of more than 3 times, flowers and greenery turnover growth of more than 3 times, the local peripheral tour, gardening life turnover year-on-year growth of more than 3 times. The turnover of local neighborhood tours and gardening life has increased by more than 3 times, and the turnover of flowers and green plants and literature collection has increased by more than 50% year-on-year.
Health is the primary concern of the silver-haired. Utilizing the convenience of online consumption, the health and wellness needs of the silver-haired people have also been met. Health services have been an emerging business in recent years, and the silver-haired people are rapidly participating in the consumption of online health services.2021 In the first three quarters, the turnover of online oral and dental services for users over 56 years old increased more than 8 times year-on-year, and the turnover of health checkups and online consultations increased 210% and 71% year-on-year. At the same time, the silver-haired people's awareness of health care has increased significantly, the turnover of health care products for regulating the three highs and improving eyesight and intelligence has increased by more than 90% year-on-year, and the turnover of health care/health care and nutritional supplements has increased by more than 70% year-on-year.
Prospects for the development of the silver economy3
In the context of the promotion of aging transformation around the world, the aging transformation of the consumer sector is also on the agenda, especially online shopping in the customized products, smart products are increasingly favored by the elderly.
He Yaqiong, Director of the Consumer Goods Industry Department of the Ministry of Industry and Information Technology, said that as the personalized needs of the elderly continue to improve, online consumption, customized consumption, experiential consumption, intelligent consumption, etc. has become a new consumption growth hotspot of the "silver economy". I hope that more people *** with attention to the quality of life of the elderly, and further promote the development of high-quality products for the elderly industry.
Jingdong Consumption and Industrial Development Research Institute released the "2021 Online Consumption Report for Elderly Users" (hereinafter referred to as the "Report") also highlights the existing pattern of elderly services in China. In the scenario where the elderly choose to age in place and spend their twilight years in a familiar environment, age-friendly goods and services will be more in line with diversified and personalized needs.
The report shows that on the Jingdong platform (the same below), online shopping sales for silver-haired people in the first three quarters of 2021 increased 4.8 times year-on-year. In the home old age scenario, the consumption of the appropriate old family home increased by nearly one times.
Among them, the safety handrail, cervical pillow turnover increased by more than 1.5 times year-on-year, electronic locks, smart drying racks, smart toilets, thermostatic shower turnover increased by more than 50% year-on-year. After the fall, the silver-haired people warm class consumption increased significantly, the new commodity warming machine turnover increased by more than 8 times year-on-year, warmer turnover increased by 2.5 times year-on-year, plumbing blankets, warm underwear turnover increased by more than 80% year-on-year.
In addition to home, clothing and other necessities, the silver-haired people's online shopping list increased travel, health, life services and other aspects of the rich content: travel consumption increased 10 times, dental consumption increased 8 times, health checkups increased by 2 times, laundry services, life payment was also a high multiple of growth.
The emergence of consumer demand will force the e-commerce field to carry out the same "aging transformation". It is reported that the Ministry of Industry and Information Technology, Ministry of Civil Affairs, China Building Decoration Association of the elderly industry committee and a number of partners, such as Jingdong, *** with the launch of a comprehensive service for the elderly high-quality life of the "Warm Sun Action".
Jingdong said that it will create a new standard and one-stop care program for the elderly, comprehensively upgrading the elderly home, health, online and offline, spiritual life and fashion life multi-dimensional goods and services capabilities. Such as the core scene at home, has united a number of brands, in the old bathroom space, living space, living room safety and protection of the three dimensions of the force, through the paperless toilet, sitting thermostatic bath and other 8 scenes to enhance the sense of security and comfort of the elderly at home.