From the supply side, the online market for elderly products is becoming more and more prosperous. There are many kinds of online shopping products for silver-haired people, and online shopping has been related to all aspects of their lives. What industries has the silver-haired economy promoted?
The promotion of silver-haired economy 1 industrial development and old-age care are the common expectations of society. Effective response to China's aging population is related to the overall development of the country. 124 October 165438 "opinions of the central government of the State Council on strengthening the aging work in the new era" was issued, which put forward a package of measures from the aspects of improving the old-age service system, improving the health support system for the elderly, promoting the social participation of the elderly, focusing on building an elderly-friendly society and actively cultivating a silver-haired economy. What sunrise industries will "Sunset Red" detonate?
Housing enterprises: Children's parents live nearby.
According to the National Bulletin on the Development of Aging in 2020 issued by the Department of Aging Health of National Health Commission, as of 0: 001kloc-0/in June 2020, there were 264.02 million elderly people aged 60 and above in China, accounting for18.7% of the total population; China's elderly population aged 65 and above190.64 million, accounting for13.5% of the total population; The dependency ratio of the elderly population in China is 19.7%, which is 7.8 percentage points higher than that in 20 10.
One of the most concerned words in the Opinions is to study and formulate housing and other support policies, improve policies such as ladder electricity price, water price and gas price, and encourage adult children to live nearby or with elderly parents, fulfill their maintenance obligations and take care of each other. "It can be seen from this place that from the perspective of old-age care, some housing purchase policies will be adjusted. It is conceivable that there will be a similar policy, that is, in the process of real estate subscription in various places, buyers who have the need to support and take care of their parents can tend to provide priority or convenience for buying houses. At least a similar statement shows that the support for the elderly will increase and the support for related purchases will also be strengthened. " Yan Yuejin, research director of the think tank center of Yiju Research Institute, said.
Living nearby and together, the best distance between children and parents is the distance of "a bowl of soup". Mr. He, who lives near ditan park in Dongcheng District, bought a small apartment for his parents two kilometers away from home last year. In his words, the residential area where his family lives is an Dongcheng school district, so it is too difficult to buy another one in the residential area. However, in Chaoyang District, which is two kilometers away from the residential area, the unit price of house purchase cost has dropped from 6.5438+0.3 million yuan/square meter to 70,000 yuan/square meter. The house is relatively new and the community is better.
"There are old people and little people in this world. Unless the strength is particularly strong, I want to buy two houses in a community, or I can take care of my children's schooling, regardless of the comfort of the elderly, or just like my choice, the distance between one stop and one place is more realistic than a bowl of soup. " In Mr. He's view, education within three kilometers is as indispensable as medical facilities, and the balance between occupation and residence is equally important. "It is not more than half an hour away from the unit, and the education is good within 12 years. The top three hospitals may be the most ideal place to live at our age."
Medical treatment: "internet plus nursing service"
With the acceleration of China's aging population, the health problems of the elderly have become the focus of attention from all walks of life. The opinion puts forward that to improve the health support system for the elderly, it is necessary to improve the health service and management level of the elderly, strengthen the long-term care service and guarantee for the disabled elderly, and further promote the combination of medical care and nursing.
In fact, the state has introduced favorable policies on nursing services many times before. 20 18 National Health Commission and other eleven departments issued guiding opinions to promote the reform and development of nursing service industry; On June 20 19, National Health Commission issued the Notice on Launching the "internet plus" Nursing Service Pilot Project, and launched the "internet plus" Nursing Service Pilot Project in six provinces and cities, focusing on providing medical care services for the elderly or disabled, discharged patients, convalescent patients and dying patients.
A number of enterprises have carried out business-related layout under the above background. From June 5438 to February 2020, People's Pharmacy Chain Co., Ltd. and Hunan Geer Smart Technology Co., Ltd. formally signed a strategic cooperation agreement to create "Internet plus nursing service". At the end of 2065438+2008, Xiaomai laid out "Internet plus nursing service". At present, Xiaomai has explored a whole life cycle management system centered on prevention, management and treatment.
Hu Wei, chief medical officer of Weimai, told the beijing business today reporter today that during the whole process of exploring management services, the company found that there were some breakpoints in the management of senile diseases and the improvement of compliance of the elderly, especially in the third-and fourth-tier cities where young people were emigrating and the population structure was seriously aging. The management of many elderly people after diagnosis, examination, operation and discharge depends on case managers and professional medical teams. It has become a social topic to provide all-round and full-cycle medical and health services for the elderly. This opinion has undoubtedly released a good signal that the state is promoting enterprises and other social institutions to participate in the work of aging.
Ding, co-founder and CEO of Gold Medal Nurse, told beijing business today reporter today that the health support system for the elderly is an important part of the aging work, and "nursing rehabilitation, long-term care and hospice care" is an important part of the health of the elderly, with nursing as the mainstay. The release of the policy has further accelerated the implementation of "internet plus nursing", increased the supply of effective nursing services for the elderly health work, and promoted the development of the industry.
On intelligent products, some enterprises have taken action. The person in charge of Lepuyunzhi told the beijing business today reporter today that cardiac rehabilitation is a comprehensive and complicated interventional therapy for patients with cardiovascular diseases. Lepu ECG artificial intelligence technology can continuously record patients' ECG activities during the day and at night, and can help doctors and patients adjust treatment methods in time to reduce the incidence and hospitalization rate of acute ischemic coronary events. Reduce the cardiovascular mortality and hospitalization rate of patients with heart failure and improve the quality of life of patients with heart failure.
Insurance: a multi-level endowment insurance system
As an important part of wealth, old-age care has long been included in the top-level design by decision makers. It is time to promote the third pillar old-age care system and build a multi-level old-age insurance system. The Opinions clearly improve the multi-level old-age security system, vigorously develop enterprise (occupational) annuities, and promote and standardize the development of the third pillar old-age insurance.
It is understood that the first pillar is basic old-age insurance, the second pillar is enterprise supplementary old-age insurance (enterprise annuity) and occupational annuity, and the third pillar is personal savings old-age insurance and commercial insurance.
Then, what is the current development of the third pillar pension insurance industry nationwide? Yang, a teacher of Finance Department of School of Management, Beijing Union University, introduced that the third pillar of deferred commercial endowment insurance for individual tax started to be piloted in May of 20 18. By the end of 20 19, the number of participants was only 47,000, and the premium income in 20 19 was only 245 million yuan. At present, the development of the third pillar commercial endowment insurance is seriously insufficient, but it has great potential for future development.
Where should commercial insurance companies start to develop the third pillar endowment insurance products? Yang suggested that the first is to develop and design differentiated commercial endowment insurance products. People live in different life cycles and have different needs for commercial old-age insurance. We should develop and design different products according to customers' needs. Secondly, we should control risks and strengthen information disclosure. Commercial endowment insurance has a long capital cycle and faces greater risks. However, the particularity of pension demand makes it impossible for its funds to fluctuate greatly. Therefore, fund management needs to pursue income on the basis of controlling risks, and at the same time, information disclosure should be done well.
Regarding the development of related industries suitable for the elderly, the Opinions point out that commercial insurance institutions are encouraged to develop health insurance products for the elderly on the premise of controllable risks and sustainable business.
In fact, in recent years, the CBRC has encouraged insurance institutions to develop various insurance products for the elderly, enrich the commercial insurance products that the elderly can choose, and give full play to the important role of commercial insurance in the social security system.
The data shows that there are more than 1000 kinds of insurance products available for the elderly at present, which basically cover diseases insurance, medical insurance, accident insurance, endowment insurance and other products that the elderly are most concerned about. Up to this year 10, 25 long-term medical insurance products with adjustable rates over 70 years old have been launched.
However, compared with the large-scale elderly population in China, insurance protection still needs to be further improved. Up to now, there are 654.38+007 billion elderly people aged 60 and above holding commercial insurance policies in China, and the commercial insurance penetration rate of the elderly (number of people purchasing commercial insurance/total population) is 465.438+0%.
Li Wenzhong, deputy director of capital university of economics and business Insurance Department, pointed out that the health insurance products launched by commercial insurance institutions are not popular in the market at present, and the main reason for this situation is that consumers think that the products are priced on the high side. However, the inclusive and policy-oriented health insurance products also make people worry about the sustainability of the system because of the risk of adverse selection. In this regard, Li Wenzhong said that the future development path of health insurance for the elderly should mainly provide various health services for the elderly, and at the same time provide moderately controllable health risk protection.
What is the significance of health insurance products for the elderly to promote the future pension work in China? Li Wenzhong said that for the elderly, it is not enough to guarantee the quality of life only by pension. The decline of their physical function has led to a huge demand for health risk protection and health services. Therefore, it is of great significance to promote and realize the combination of medical care and nursing for the elderly.
The "Opinions" pointed out that the pilot project of long-term care insurance system should be steadily promoted, exploration efforts should be intensified, existing pilots should be improved, and the establishment of a long-term care insurance system suitable for China's national conditions should be actively explored.
Long-term care insurance mainly provides nursing guarantee and economic compensation for the insured when he loses his ability of daily living, falls ill or dies in old age. At present, there are two kinds of nursing insurance in China: social security nursing insurance system and commercial nursing insurance.
In view of long-term care insurance, the state has issued many policies to strongly support the participation of commercial insurance companies. At present, most of the long-term care insurance projects in pilot cities are undertaken by commercial insurance companies. However, at present, the service level of long-term insurance needs to be improved, the demand and supply of nursing services are asymmetric, and the huge demand of the elderly for health, medical care and nursing services has brought severe challenges to the current medical and health system.
Zhu, research director of China Insurance and Pension Research Center of Tsinghua University Wudaokou Finance College, said that at present, the premium of nursing insurance plus disability insurance accounts for less than 2%. From the perspective of commercial health insurance, long-term care insurance has not fully achieved results.
The data shows that the number of disabled/semi-disabled elderly people in China is predicted to be 42.5 million in 2020, accounting for 17%. It is predicted that in 2030 and 2050, the disabled/semi-disabled elderly population in China will be 62.9 million and 96 million respectively, accounting for 17% and 20% respectively.
According to Guo Zhenhua, director of the insurance department of Shanghai University of International Business and Economics, for long-term insurance, with the gradual increase of disabled elderly people, long-term insurance and long-term insurance supporting systems can solve this problem, which greatly increases the demand for long-term insurance policies.
Two days ago, the "Rise of Silver Hair Economy-2021Online Consumption Report of Elderly Users" released by JD.COM Institute of Consumption and Industrial Development showed that from the supply side, the online market for suitable products for the elderly is becoming increasingly prosperous, and the number of online elderly health service products has increased by over 10 times; The elderly clothing products are the most abundant, and traditional brands are favored; Young people bought half of the old-age products and returned to consumption to lead the economic upgrading of silver hair; Silver-haired people are an important growth driver of the consumer market. In the first three quarters of 20021,the online shopping sales of silver-haired people increased by 4.8 times year-on-year. Silver-haired people are increasingly accustomed to online shopping for daily necessities: the consumption of rice noodles, grain and oil, and paper wipes has increased by 10 times; Silver-haired people have also enriched their leisure life through online shopping, and their tourism consumption has increased by 10 times.
The number of online elderly health service products increased by 10 times.
From the supply side, the online market for elderly products is becoming more and more prosperous. Products suitable for the elderly refer to all kinds of products specially made to meet the needs of the elderly, such as clothing, food and nutrition for the elderly. On the whole, in the first three quarters of 20021,the number of products suitable for the elderly increased by 33% year-on-year, the sales volume increased by 73% year-on-year, and the market demand was stronger.
Among the products suitable for the elderly, the number of clothing and underwear products accounts for 5 1%, and the variety is the most abundant. Among them, traditional brands such as Hengyuanxiang, Seven Wolves, Copper Cattle and Athletes are more favored by silver-haired consumers. The number of products suitable for the elderly such as catering, nutrition and health care, outdoor sports, etc. is insufficient 10%. At present, the market of electronic products for the elderly is on the rise. Many brands have launched mobile phones and tablet computers for the elderly, but the product development in the fields of medical care, home care, culture and entertainment for the elderly is relatively insufficient.
In contrast, health service goods increased by more than 10 times, and drugs, nutrition and health products increased by 1 0 times. Health is also the most concerned demand of the supply side of the silver hair industry.
Young people bought half of the old-age products.
After 80s and 90s, they often buy daily necessities, health products and holiday gifts for the elderly at home, in order to repay them and expose them to more new products. According to statistics, after 80s and 90s, when consumers buy products suitable for the elderly, they often choose high-quality, intelligent, healthy and environmentally friendly products, which will often drive the elderly to participate in emerging consumption experiences such as fresh food, pets, travel and services, thus driving the elderly to upgrade their consumption.
However, in the first three quarters of 2020, the proportion of online shopping for products suitable for the elderly by users under the age of 35 was close to 50%, and it decreased to 47% in the first three quarters of 2002/kloc-0, and the share of online shopping for the elderly group increased.
Young people also buy products suitable for the elderly according to their needs. There are * * * similarities and obvious differences between the two user groups under 35 and over 56. For users under the age of 35, sales of nutritional products such as bone health and immune enhancement account for a higher proportion. The most prominent thing is that among the sales of mobile phones suitable for the elderly, the proportion of young people is higher, while the sales of clothes purchased by people over 56 are higher.
County and countryside are the largest commodity markets for the elderly.
From the perspective of regional market, the county rural area is the largest market for aged goods, accounting for 37% of the sales volume, which is significantly higher than the sales volume of all categories in the county rural area. On the one hand, because a large number of elderly people live in county rural areas, the market base is large; On the other hand, more and more elderly people begin to accept online shopping, and the frequency of online shopping is getting higher and higher; At the same time, the commodity richness in the county rural offline market is insufficient, and online shopping can better meet the needs of the elderly. Older people in first-and second-tier cities have leisure and money, and are more likely to accept new things, forming different levels of demand markets with county-level rural areas. Judging from the growth situation, the county-level rural areas have the strongest growth momentum. 202 1 Sales of products suitable for the elderly increased in the first three quarters 17 1%, and sales in first-tier cities increased by 85%.
From the perspective of regional markets, the growth rate of online sales of applicable products for the elderly in East China and Central China is higher than that in the whole country, while the growth rate of online consumption of applicable products for the elderly in Southwest China, Northwest China and Northeast China is relatively low.
Silver-haired people buy online more frequently, and their sales increased by 4.8 times year-on-year.
The report shows that due to the epidemic, the digitalization process of silver-haired people has been significantly accelerated. Online shopping sales of elderly users increased by 4.8 times year-on-year. The turnover in North China and East China accounts for more than the number of users, and the purchasing power of silver-haired people online shopping is stronger.
Silver-haired people buy a wide variety of goods online, including infant milk powder, toy books, mobile phones, home appliances, home furniture, sugar-free cakes, nutrition and health products, jewelry and so on. Judging from the online shopping categories of silver-haired people, online shopping has been related to all aspects of their lives.
There are more and more necessities online shopping for silver-haired people. In the first three quarters of 20021,the turnover of rice noodles, oil, paper and wet wipes purchased online by silver-haired people increased by more than 10 times year-on-year.
Silver-haired people will also meet their leisure consumption needs through online shopping. Silver-haired people not only have considerable wealth accumulation, but also have a lot of leisure time near retirement age, so they have a strong demand for leisure, entertainment, social and other spiritual consumption. In the first three quarters of 20021,the turnover of silver-haired people in tourism and holiday increased by more than 10 times, the turnover of local Zhou Bianyou and gardening life increased by more than 3 times, and the turnover of flowers, green plants and Wan Wen collections increased by more than 50% year-on-year.
Health is the primary concern of silver-haired people. With the convenience of online consumption, the health needs of silver-haired people have also been met. In recent years, the emerging business of health services, silver-haired people quickly participate in the consumption of online health services. In the first three quarters of 20021,the online oral service turnover of users over 56 years old increased by more than 8 times, and the turnover of physical examination and online consultation increased by 2 10% and 7 1% respectively. At the same time, the health care awareness of silver-haired people has been significantly improved. Three highs, the turnover of eyesight and intelligence health care products increased by more than 90% year-on-year, and the turnover of health/health care and nourishing nutrition products increased by more than 70%.
Since the end of last century, the problem of aging has attracted more and more attention. According to the data of the seventh national census released a few days ago, the proportion of people aged 60 and over in China has reached 18.70%, among which the proportion of people aged 65 and over has reached 13.50%. According to international standards, when a country's population aged 65 and above accounts for 7% to 14%, it is mild aging, 14% to 20% is moderate aging, and 2 1% to 40% is severe aging. This shows from one side that China is close to a moderately aging society.
Seize the important opportunity period of "silver hair economy"
"Silver-haired economy" has brought great challenges and impacts to the economic and social development of China, and it also contains valuable development opportunities and hopes. While seeing that the aging population brings challenges to basic public services, we should also see the new opportunities contained in the "silver-haired economy".
With the upgrading of consumption, the consumption concept of the elderly in China is changing from the previous saving type to the life improvement type, and improving the quality of life is a major focus: retirement at home, health is the most important, swimming, fitness and physical examination are indispensable; Traveling with friends and relatives can not only exchange parties, but also enjoy the beautiful scenery; The university for the aged enrolled in classes to learn painting, calligraphy, dancing and cooking, which not only satisfied their hobbies, but also enriched the lives of the elderly. Holding a smart phone in hand, watching the news, brushing Tik Tok, and seeing the favorite goods put into the shopping cart, a "buy buy Buy". ...
The consumption capacity of the elderly has been confirmed by the market, and the "silver-haired economy" has penetrated into all aspects of the daily consumption of the elderly, including health services, social interaction, insurance, financial management, tourism and entertainment, real estate, education, consulting services and other fields in addition to basic domestic services and daily necessities. According to the "202 1 China Silver Hair Economic Industry Survey Report" issued by the consulting organization, the size of China's silver hair economic market continues to rise, reaching 5.4 trillion yuan in 2020. It is predicted that by 202 1, the market size of China's silver-haired economy will reach 5.9 trillion yuan. Obviously, the elderly are gradually becoming the main consumer, and opportunities to provide products and services for the elderly are emerging.
Three problems to be solved urgently in "silver hair economy"
Although the "silver hair economy" has great development potential, there are still some problems.
First of all, the aging industry has not been effectively tapped in the market at present. Although the corresponding policies of the government have been continuously introduced, there is a certain lag in implementation. In addition, the silver-haired industry has the characteristics of high operating cost, large industrial investment and long payback period, and it is difficult to adapt to the new characteristics of youth, socialization and quality of the elderly consumption, resulting in a shortage of products and services for the elderly, and even problems such as inadaptability, poor technical quality and poor reputation.
Secondly, compared with the growing demand for the elderly, there are still some shortcomings in the supply of the elderly consumer market. When developing the product market for the elderly, enterprises often ignore the diversity and particularity of the consumer demand of the elderly, or focus on the basic life, medical care and old-age care, pay insufficient attention to the cultural, entertainment and social needs of the elderly, lack of in-depth exploration of the market segmentation and consumer demand of the elderly, too few high-quality products and services for the elderly in the market, and lack of understanding of the rising development prospects of the elderly market, so it is difficult to provide multi-level, high-quality and professional products and services for the entire elderly group and unable to meet the consumption upgrading of the elderly.
In addition, the digital divide faced by silver-haired people needs to be bridged urgently. The wide application of digital technology and intelligent technology is going deep into all aspects of social life, which facilitates people's work and life, and also affects the elderly population. The "technology gap" is an important reason that prevents the elderly from fully enjoying digital life. How to better provide anti-aging products, lower the threshold of intelligent application, simplify the consumption operation process, solve the difficulties encountered by the elderly when using technologies such as the Internet, and let them keep up with the pace of digital development are urgent problems to be solved.
These drawbacks and deficiencies hinder the full release of the consumption potential of the elderly market. It is necessary to use systematic thinking and innovative thinking to make overall planning, and both supply and demand should work together to help the elderly consumption enter the track of high-quality development.
The differentiated and individualized needs of the elderly are prominent.
The consumption of the elderly is highly targeted, and the development of products and services must deeply study the demand characteristics of the elderly.
Nowadays, the consumption concept of the elderly is different from that of the past, and many aspects have changed: more pursuit of product quality. More and more elderly people are willing to increase investment in tourism and physical therapy, and enjoyment consumption has become a trend; Pay more attention to diversification and personalized experience. With more wealth and more open mind, they try to break the traditional stereotype of "middle-aged and elderly people" and hope to break through the restrictions of age on them; Prefer smart products. Due to the gradual weakening of living ability, the elderly increasingly need smart products suitable for them; Socialization has become the driving force of consumption. At the same time, the loneliness of the elderly needs to be filled by social interaction to a great extent, and social-driven consumption is becoming more and more prominent among silver-haired groups.
The "silver hair economy" contains infinite potential, and the consumption potential of the elderly has not been fully released. Only by understanding the "needs" and "pain points" of the consumption of the elderly, can enterprises grasp the differences between different elderly people, design, produce and provide differentiated, personalized and high-quality products and services for the elderly with different ages, regions, consumption capacity and preferences, enrich the supply of products and services suitable for the elderly, realize the balance between supply and demand in the silver-haired economic market, and meet the diversified needs of the elderly.