The elderly population in China has reached 264 million, and the scale of the silver economy market has exceeded 5 trillion yuan——
"Sunset Red" is giving birth to the "Sunrise" market
【Economy Interface】
This "class" of senior citizens is different. They dare to spend money and know how to live-buy online shopping, get fitness cards, go out and go on a tour... from basic food, clothing, and use to further entertainment, health care, etc. For the elderly, consumer demand for more elderly people has begun to burst, and higher demands have been placed on the supply side.
According to the seventh national census, the population of our country aged 60 and above accounted for 18.7%, totaling 264 million.
Relevant national departments recently issued a document that proposed to cultivate more than 100 demonstration enterprises to continuously enrich the supply of related products such as elderly care.
With the deepening of the aging of the population, the scale of the silver economy market will further expand.
At present, what new characteristics does the consumption of the elderly present?
What is the potential for the development of the silver economy?
How to promote the healthy and orderly development of the production of aging products and stimulate the large-scale consumer market?
The reporter conducted an interview and research on this.
1. Elderly online shopping sales increased by 4.8 times
【data】
Recently, the "Silver Economy Rise-2021 Elderly User Online Consumption Report" (hereinafter referred to as the "Report") released by the Jingdong Consumer and Industrial Development Research Institute (hereinafter referred to as the "Report") shows that the market for online products for the elderly is becoming more and more prosperous, and online health services for the elderly The number of such commodities has increased by more than 10 times; the silver-haired family has become an important growth driver of the consumer market. In the first three quarters of 2021, the online shopping sales of the silver-haired family increased by 4.8 times year-on-year.
Walking into a family of five on Chongwenmen East Street in Beijing, the women's sneakers on the shoe rack at the door and a bag of potatoes in the kitchen were all recently purchased online by the 63-year-old Aunt Liao Shen.
Three years ago, Liao Shen came to Beijing from Fushun, Liaoning to help take care of her granddaughter. Online shopping began to become an important channel for her shopping.
"There are more things that meet the needs of young people in shopping malls, and the prices are more expensive. The clothes, shoes, daily necessities, etc. I need are more difficult to buy, and my children are usually busy at work, and I am afraid to disturb them when I need to buy something." Talking about the beginning The reason for online shopping, Liao Shen told reporters.
In addition, cheap and affordable are also the reasons why she prefers online shopping. "The 5 catties of potatoes bought online a few days ago cost less than 10 yuan, which is cheaper than the vegetable market."
Daily necessities such as clothes, shoes, cosmetics, and agricultural products such as potatoes and sweet potatoes are Liao Shen's most frequently bought products online. Her shopping list is also the epitome of many elderly people's online shopping lists.
Survey data shows that there are more and more daily necessities in the online shopping category of silver-haired people.
In the first three quarters of 2021, the turnover of rice noodles, grains, oils and paper wet wipes purchased online by the silver-haired people increased by more than 10 times year-on-year.
In addition, from mobile phones, home appliances, home furnishings, to sugar-free pastries, nutrition and health products, jewelry and other suitable for the elderly, the online shopping categories for the elderly are becoming more and more extensive.
The reporter's investigation found that various categories such as massage equipment, clothing for the elderly, and pastries have higher sales in the search for elderly products on the e-commerce platform.
In a store that specializes in selling middle-aged and elderly clothing, the monthly sales volume of a warm jacket with velvet and thickening reaches more than 4,000 pieces; some knee pads have the highest monthly sales volume of tens of thousands.
"On the e-commerce platform, sub-categories for the elderly have been extended under some categories, such as elderly devices under the mobile communication category, blood pressure monitors and maintenance and health products for the elderly under the medical supplies category." Wang Wen, a staff member of the e-commerce platform engaged in sales, told reporters.
However, elderly consumers in different regions have different attitudes towards online shopping.
In Fushun, Liaoning, Liao Shen's friends still tend to shop offline.
"In my hometown, there are many shops suitable for our age needs, and the prices are more cost-effective. There is not much difference from online shopping. Moreover, online shopping has to wait a few days and have to go to the collection point. It is not as convenient as going out to buy things." Liao Shen Say.
From first-tier cities to small towns, the sales volume of old-age products is showing a downward trend, which is highly correlated with the degree of urban development.
The "Report" shows that from the perspective of regional markets, the sales of suitable products in the first to fifth tier cities accounted for 63.34%, and the rural areas accounted for 36.66%.
In terms of growth rate, the growth rate of online sales of suitable products for the elderly in East China and Central China is higher than that of the whole country, while the growth of online consumption of suitable products for the elderly in Southwest, Northwest, and Northeast China is relatively low.
“Although the sales of age-appropriate products are on the rise, buyers are not limited to elderly users. At present, the main user groups of e-commerce platforms are mainly young and middle-aged. There are relatively more young people buying age-appropriate products for their elders. The elderly shop online. The number of people is still relatively small." Wang Wen analyzes that in the long run, as the number of elderly users "on the Internet" increases, the number of online shoppers will increase as an inevitable trend.
2. How do aging products keep up with new demands
【data】
As the quality of life continues to improve, what new needs are there on the silver-haired people's shopping list? Relevant statistics show that in addition to household necessities, clothing and other necessities, the silver-haired people's online shopping list has added tourism, health, and life services. In the first three quarters of this year, online travel consumption for the elderly increased 10 times, dental consumption increased 8 times, health checkups increased 2 times, and laundry services and living expenses also increased at a high multiple.
In mid-October, it is the most beautiful golden autumn season in Beijing.
Aunt Xu from Jiangxi came to Beijing Shichahai with a local tourist group. She had already visited the Forbidden City, the Great Wall and other attractions.
"Recently, when I had time, I signed up for a group tour. The itinerary in Beijing was five days and four nights, including air tickets, accommodation, and meals. The total amount was more than 1,500 yuan." Aunt Xu told reporters.
In this season, "elderly tour groups" with around 20 or 30 people like this are not uncommon in Shichahai Scenic Area.
According to survey data from authoritative institutions, the number of elderly tourists in China accounts for more than 20% of the total number of tourists in the country each year. The urban elderly tourism market is nearly 800 billion yuan, becoming the second largest tourism market after the middle-aged tourism market.
From spiritual needs such as travel and entertainment to consumption of hobbies such as dancing and photography, the consumption needs of the elderly are becoming increasingly individualized.
In addition, online consumption, smart consumption, and health consumption have also become new consumption hotspots in the silver economy.
"With the gradual improvement of economic and social development, it can be said that it is natural for silver hair consumption to become a hot spot." Wei Guoxue, deputy director of the Social Policy Office of the China Academy of Macroeconomics, analyzed that income growth is the basic condition for promoting consumption.
Thanks to sustained and stable economic growth, the income level of the elderly is getting higher and higher.
The ever-increasing consumption power will help nurture new hot spots.
In addition, more and more companies realize that the elderly are an important group whose consumption potential needs to be released, which has also promoted the increasingly active consumer market for the elderly.
However, behind the hot market, there are still pain points of insufficient supply of high-quality products.
"I browsed the Internet for a long time, and finally I didn't place an order." In the eyes of Beijing girl Chen Linlin, her mother has a more picky consumption habit.
"As the age grows, the requirements for dressing up are increasing. Now the middle-aged and elderly clothing designs on the market are relatively simple, good-looking and affordable, and products that can take into account the body shape and comfort of the elderly are not enough. Many." Chen Linlin told reporters.
In addition, the complicated operation of smart electronic products such as mobile phones and home appliances, the backward design and poor practicability of equipment for rehabilitation and physiotherapy have all become common obstacles faced by middle-aged and elderly people in their consumption.
Wei Guoxue pointed out that senior citizens with higher consumption levels hope to obtain high-quality products and services.
However, in the current market, the production standards and quality of many products cannot meet the expectations of some consumers.
Restricted by objective conditions, there is still a certain income gap between urban and rural areas, regions, and residents. There are still many elderly people who maintain a low-cost and affordable consumption concept, and the proportion of high-level elderly consumers is relatively low.
Due to the low demand in the mid-to-high-end market, the supply cost of enterprises for a small amount of demand is relatively high, leading to a certain supply gap.
If you have to choose, afford, and use conveniently, how can these consumer demands be met?
Wei Guoxue said that to promote the orderly development of products suitable for aging, we must work simultaneously from both sides of supply and demand: within the industry, we must establish detailed product quality and service standards, promote the development of product brands and technologies suitable for the elderly, and effectively protect them. Intellectual property rights; on the demand side, gradually release the consumer demand of the elderly through guidance; at the same time, appropriately promote the public service departments to increase the centralized procurement of high-quality products suitable for the elderly, and jointly drive the production of enterprises.
3. How to stimulate the potential of the trillion-level silver hair market
【data】
According to data released by iiMedia Consulting, from 2016 to 2020, the scale of China's silver hair economy market has continued to rise. It has reached 5.4 trillion yuan in 2020, with an annual growth rate of 25.6%. It is expected that the scale of China's silver and hair economic market will maintain growth in 2021, reaching 5.9 trillion yuan.
For many elderly people, due to their special physical health conditions, elderly care and health products have become their rigid needs.
Uncle Sun and his wife, who live in Xinhua Street, Fushun City, just checked in at a local nursing home in early October.
“Because the spouse’s child fell and needed care, and the children were busy at work, we decided to live in a nursing home as soon as we put it together.” Uncle Sun said that the living conditions provided by the nursing home are similar to those at home. The TV, wardrobe and other appliances and furniture are fully equipped, the most important thing is. There are care workers who are responsible for food, body care, cleaning and other services. Two people spend about 5,000 yuan a month.
In recent years, due to "inconvenient physical activity" and "no one to take care of" and other reasons, more and more elderly people have begun to choose elderly care institutions or home care. The elderly care industry has huge room for development in the future.
Relevant agencies predict that by 2022, the number of middle- and high-income seniors will exceed 100 million, reaching a new high, which will further promote the consumption level and service demand of the elderly care industry.
Not only the elderly care industry, including health products such as reading glasses, hearing aids, wheelchairs, and home renovation and auxiliary facilities for elderly care, all have broad market prospects.
According to the calculations of the National Social Science Fund "Research on Senior Care Consumption and Senior Care Industry Development" research group, by 2050, the scale of China's elderly products market will reach 100 trillion yuan, accounting for 33% of GDP.
From the perspective of the entire silver economy market, the "China Aging Industry Development Report" issued by the National Aging Work Committee shows that the number of China's elderly population will reach 480 million by 2050, and the consumption potential will increase to 106 trillion yuan.
Wei Guoxue said that China has the advantage of super large market scale. In the process of realizing common prosperity, the huge potential of elderly consumer demand will be released at an accelerated pace.
In addition, the increasingly mature innovation chain and supply chain will continue to introduce new products, and more diversified consumption habits will continue to generate new demands.
Faced with the further deepening of population aging, how should the potential of the silver hair market be released?
Relevant experts in the industry pointed out that compared with the consumption situation of the elderly in developed countries such as the United States and Japan, China's silver hair industry is still in the preliminary stage of development.
Due to the large differences in the degree of regional economic development, to promote the high-quality development of the silver economy, it is also necessary to adjust measures to local conditions, start with stimulating the economic development level of underdeveloped areas, and ensure adequate pensions for the elderly and sufficient disposable funds.
In addition, we must start from the policy level to promote the further development of related industries.
In the face of market demand and the problem of social aging, government departments at all levels have successively issued relevant policies to protect the elderly and promote the development of the silver economy.
Recently, the Ministry of Industry and Information Technology, the Ministry of Civil Affairs, and the National Health Commission jointly issued the "Smart Health Care Industry Development Action Plan (2021-2025)". A higher level of dynamic balance between the supply side and the demand side; on the basis of the existing pilot demonstrations, for no less than 10 application scenarios, cultivate more than 100 demonstration enterprises, more than 50 demonstration parks, and more than 150 demonstration streets (townships and towns). ) And more than 50 demonstration bases.
Driven by various related policies, the scale of China's silver and hair economic market will continue to expand.
(Our reporter Yao Yaqi)