"Silver economy" accelerates to become a new economic track (Social Talk)
I went home to buy gifts for my elders during the Chinese New Year. I wanted to pick out some new clothes or buy some health care products. When I went to the mall, I realized that there were so many products to choose from: smart wireless socks to prevent the elderly from falling, one-click emergency The bracelet watch with call function and the air conditioner controlled by voice... it's dazzling.
Today, the “silver economy” is accelerating to become a new economic track.
Recently, the General Office of the State Council issued the "Opinions on Developing the Silver Economy to Improve the Well-Being of the Elderly", proposing 26 measures in 4 aspects. This is also my country's first policy document named after the "Silver Economy".
Why is the silver economy so popular?
On the one hand, there is demand in the market - data from the National Bureau of Statistics show that the population aged 60 and above will account for 21.1% of the national population by the end of 2023, which means that China has entered a moderately aging society; according to estimates from the National Health Commission, around 2035, China's population aged 60 and above will exceed 400 million, accounting for more than 30% of the total population.
Such a large elderly population provides ample potential for the development of the silver economy market.
On the other hand, the booming silver-haired economy is also because the silver-haired people have their own willingness and ability to consume.
The new generation of silver-haired people are generally more educated, pay more attention to the quality of life, and have their own social circle and spiritual needs.
Let’s take a look at the elderly universities where parents have fallen in love with photography, dance and musical instruments; in e-commerce live broadcast rooms, the elderly have also joined the “squatting and grabbing” army; in major scenic spots all over the world, the older generation is busy taking photos and checking in. ... The uncles and aunts who in the impression do not like to spend money have quietly changed their consumption concepts, from "keeping a tight purse strings" to "spending money to buy comfort" and "spending money to buy satisfaction."
According to the "China Aging Industry Development Report", from 2020 to 2050, the consumption potential of China's elderly population will increase from approximately 4.3 trillion yuan to approximately 40.6 trillion yuan.
Like any economic category, if the silver economy wants to develop well, it must handle the core relationship between supply and demand.
At present, my country's silver economy has taken a step from "nothing" to "have", and the supply system has been initially established; however, the step from "have" to "excellent" still needs to be stepped up.
Currently, the products on the market are not suitable for the needs of the elderly.
For example, some large-scale elderly care institutions are built in the suburbs. Although they have complete facilities and good supporting facilities, the elderly are affected by the mentality of "returning to their roots" and "fear of trouble". They prefer home health care, home-based bathing assistance, community canteens, accompanying medical treatment and other flexible services. Instead, there is a gap in supply.
Some products have too high barriers to use: many apps prevent the elderly from finding service entrances, and some smart terminals appear to be fully functional, but the elderly do not know how to use them or do not like to use them. Even if they buy them home, they will be left on the shelf.
If the silver economy wants to develop sustainably, it needs to identify the real needs of the elderly.
In this regard, some excellent cases have emerged across the country: a technology company in Jiangxi has developed "anti-crack socks" specifically for the elderly. The gel layer in the socks can closely fit the skin and play a role in moisturizing and anti-crack; Shandong A home decoration company has designed a "sitting shower" that sprays water on people from both sides. Elderly people with inconveniences can take a bath while seated; in addition, some commercial platforms have launched an "elderly version" mode, with larger fonts after switching. , the interface is refreshing, without inducing icons and small advertisements... The elderly group has different age groups, educational backgrounds, and living habits, and has differentiated service needs.
Therefore, only by meeting their needs at multiple levels and in a diversified manner and continuously launching personalized products and services can we truly leverage the trillion-dollar market blue ocean of the silver economy.
Wang Yihan
(People's Daily Overseas Edition)