With China stepping into a deeply aging society, providing for the aged has become the focus of the whole society, and the huge demand of the elderly groups has been activated in large and medium-sized cities at first. Providing for the aged is the interaction and connection between two generations. Learn about the characteristics, psychology and consumption habits of parents and children through the Insight Report on Urban Pension Consumption in China released by Sequoia Capital 20 19. Maybe you will reconsider this matter.
(The report focuses on the 50 -90-year-old population in cities along the 1-3 line, and includes their children born after 60, 70, 80 and 90. On the basis of quantitative research and focus group interviews, this paper probes into the present situation of providing for the aged population in cities and the future prospects of related industries. )
Physical condition is a true reflection of age.
For the elderly, the physical condition is inevitably getting worse, and chronic diseases have become the main factors that plague them.
Independent but helpless, eager for love
Considering the fast pace of society and heavy work pressure, even if the family is not an only child, the elderly will take into account various reasons such as unattended children, inability to bear, and small families, hoping to be "self-reliant." However, the elderly have profound emotional needs and are eager for attention and care. Among the people surveyed, more than 60% of the elderly want their children to accompany them through their old age, and 44% of the elderly focus on helping their children take care of the next generation.
Tradition and fashion
Old people born and raised before the reform and opening up are generally conservative under the influence of traditional thinking; However, with the violent impact of the mobile Internet in recent years, they have been exposed to the Internet under the influence of their children and grandchildren. "New and New Humans" They are social-driven network users, and it is not difficult to find their footprints in online social places such as WeChat friends circle.
66% of the elderly surveyed will spend more than 1/4 of their free time on the mobile Internet, which is highly dependent. Among the elderly who use the mobile Internet, the proportion of social applications is as high as 92%, while high-quality content that is highly matched with the elderly is still scarce.
Old people are not bored.
Old people's daily hobbies exceed 10, and watching TV is their common hobby. Self-study is the main way for them to develop their hobbies. The results of this survey show that playing smart phones (15%) and traveling (18%~20%) have become the new favorites of the elderly interviewed, especially among the elderly aged 50-70, which is more than twice the average level.
Take precautions and dominate your later life.
56% of the elderly interviewed have plans for their old age, and people aged 60-70 have the strongest awareness in this regard (45%). 50-60-year-old group prefers the consumption of tourism products, 60-70-year-old group prefers the consumption of health products, and 70-year-old group just needs physical examination. The elderly who participated in the survey paid the highest attention to the quality, function and safety of pension products, all of which exceeded 40%. Different from the inherent impression, the elderly people interviewed said that "price" is not their primary consideration when purchasing pension products.
Pay more attention to the next generation than parents.
Among the interviewees, only 30% of the children interviewed know about their parents' physical health, 60% don't know much about it, 10% don't know at all. Children born after 70 and 80 generally pay more attention to the next generation than their parents, accounting for 56% and 43% respectively. For the generation of children born after 60, they are about to enter old age from middle age, and at the same time they are responsible for supporting the previous generation and the next generation. They all strongly demand attention and care for the next generation.
The ideal pension is the best choice: personal companionship and care.
67% of the children interviewed hope that their parents will support the elderly at home and accompany and take care of them in person. However, due to their own physical condition and energy, the proportion of people who choose nursing homes as a form of old-age care after 60 is higher than other age groups, reaching 17%.
In the frequency of planned visits, people generally choose to respect the wishes of the elderly. The post-60s (36%) and post-90s (67%) are the same, and both have an irregular tendency. After 70 s and 80 s, they are more willing to go home often, and nearly 30% plan to visit their parents once a week.
"great pressure"
The survey shows that health problems such as chronic non-communicable diseases, serious diseases, and inability to take care of themselves are the biggest hidden worries of old-age care, accounting for 76%. They have no time to take care of their parents, accounting for 65%. In addition, 49% of children frankly face economic pressure.
With a strong sense of physical examination, children have greater decision-making power.
In the consumption of additional services for the aged, both parents and children think that physical examination for the aged is a "must-have". More than half of the elderly have regular physical examinations every year; Only 8% of the elderly are in an "unconscious" state. From the age point of view, the proportion of irregular physical examination in the 50-60 age group is higher than that in other age groups, reaching 28%; Affected by health, 70-80 years old group? People usually have a physical examination every six months.
For the old-age care institutions and professional services in the consumption of old-age care, whether they choose nursing homes, elderly communities or home-based care services, the elderly groups are relatively indifferent, and the decision-making power is controlled by their children. Apart from children's decision, "being close to home" is an important reason for their choice; "Close to home" is convenient for family visits, and it will also be born in an area familiar to the elderly. Live in relative peace.
Old-age consumption: there is an intergenerational gap between demand and income
Physical examination, tourism, culture and entertainment related products are the top three old-age products purchased by the elderly themselves; Children are more inclined to buy health products, daily necessities for the elderly and commercial insurance for their parents.
Old people need "spiritual products for the aged", while children seem to pay more attention to "material products for the aged". There are obvious differences between the two groups in their understanding of the needs of the elderly. The different needs of both sides lead to "being accused of wasting money by parents" and "children spend poor money"? This happens all the time. In fact, it is not that the two sides can't communicate, but that there is an intergenerational gap at the demand level. Therefore, for children, paying attention to and understanding their parents' spiritual needs can create a better life for their later years.
Lecheng, who has been deeply involved in the field of old-age care for many years, has long recognized the importance of spiritual care for the elderly. He not only set up rich community activities according to their hobbies, but also constantly innovated and tried advanced old-age service models, such as introducing music therapists to ease their emotions and achieve the purpose of treatment.
In order to advocate a better life for the elderly and create a harmonious community lifestyle in the neighborhood, the elderly who have recently become Republican homes have introduced G.O. The full name of G.O. is Gentils Organisateurs, which means goodwill organizer. G O loves sports, art and life ... They are old friends, companions and guardians. Through a series of community activities carefully planned and organized by them, the elders can enjoy a more colorful life and bring their hearts closer together. ?
Under the organization of G.O., the old people in the Republican House can participate in various sports and fitness activities. Table tennis, jogging, cloud foot, Cooper ... G.O can also tailor a fitness plan for the elderly to enjoy vitality and health in the most suitable exercise mode.
Elders who love music and dance can practice a dance, learn a new song, explore the beauty of body and sound through professional courses organized by dance and vocal music G.O., nourish the soul with art, and every love can be pinned?
Drama G.O will organize script reading and drama rehearsal for the elderly. When these stories are presented to all family members, there are hundreds of flavors of years on the stage. Under the stage, a group of like-minded, United and friendly people became closer.
Calligraphy and painting exchange is one of the most active communities in Republican homeland. Set up the drawing board, pick up the brush, draw the most beautiful scenery in your heart, and write classic and beautiful poems. Online teaching, punching in homework every day, practicing hard and producing amazing works.
Yixin Tea Room opened the door for the elders who love tea art and floral art, made tea, had flowers, grass and water, and had an elegant physical and mental journey in this exquisite and quiet space.
Every activity is a connection between heart and heart. It connects the neighborhood friendship, allows the elders to relive the past close and friendly neighborhood relationship, and makes the body and mind wrapped and infiltrated by beautiful warmth. The young g.o. is the connection point between the elders and their family lifestyle. They soothe their elders' hearts and fill their spiritual world, so that their home life not only has colorful daily life, but also contains the temperature of human feelings.