The consumption of "silver-haired people" has grown rapidly.
With the rapid increase of the elderly population, the consumption of the elderly has also increased rapidly, and the market for the elderly is broad. From the absolute value of consumption level, the consumption level of the elderly is higher than the per capita consumption level. The average consumption level of the elderly is not low in the whole life cycle. The average consumption level of the elderly is higher than that of all residents, that is, the average consumption level of the elderly population is higher than the sum of children and labor. The calculation results of the consumption scale of the elderly show that the total consumption of the elderly population will reach 70 1 trillion yuan in 2020, and it is estimated that the total consumption of the elderly population will reach 6 1.26 trillion yuan in 2050.
From the supply side, the online market of products for the elderly is booming.
With the continuous penetration of the Internet into the elderly, more and more elderly people are beginning to try new consumption patterns. According to "20021Online Consumption Report of Elderly Users" issued by JD.COM Institute of Consumption and Industrial Development, the online shopping sales of silver-haired people on JD.COM platform increased by 4.8 times in the first three quarters of 2002/kloc-0. In the scene of home-based care for the elderly, the consumption of suitable old houses has increased by nearly 1 time.
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 (002029), Tongniu and Jianjiang 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.
"Silver hair economy" drives new profits of e-commerce
According to the report on the development of aging industry in China, in 2020, among cmnet users, the number of silver-haired people over 50 will exceed 654.38+billion, the growth rate is much higher than other age groups in the whole network, and the average online time will reach 654.38+0.36 hours per month. And affected by the epidemic, the frequency of online shopping for silver-haired users is increasing, online shopping habits are gradually forming, and consumption is growing rapidly. It can be seen that for e-commerce, the elderly consumer market is a new development opportunity.
The emergence of consumer demand will force the e-commerce sector to undergo a "time-limited transformation". It is reported that the Ministry of Industry and Information Technology, the Ministry of Civil Affairs, the Elderly Industry Committee of China Building Decoration Association, JD.COM and many other partners have jointly launched the "Warm Sun Action" to comprehensively serve the high-quality life of the elderly.
According to Feng Quanpu, vice president of JD.COM Group, the core of "Warm Sun Action" is to build a new standard of "goods+services" for the aged based on the supply chain of JD.COM Group, and promote the high-quality development of home-based aged care with digital and technical capabilities. Focusing on the demand of "providing the elderly with shelter, medical care and pleasure", JD.COM Retail, together with JD Health, Jingdong Logistics, JD.COM science and technology innovation board and many partners, has developed six old-age care scenarios, including home, health, online experience, offline warm sunshine zone, spiritual life and fashion trend, to create a one-stop full-scenario solution for the elderly.
It is expected that with the aging penetration of various e-commerce apps, the elderly market will be further explored, which will be beneficial to the development of the e-commerce industry.
Generally speaking, the silver-haired economy is a sunrise industry with sustained growth and broad development prospects. At present, there are more and more health, clothing and electronic products in the market for the needs of the elderly, and more and more products are suitable for the elderly, but the effective supply of the elderly in the sub-sectors such as home, leisure and spiritual life is still insufficient. At the same time, through the link with digital life, the elderly also show a new look of active online shopping, wide interests, pursuit of new trends, knowledge of health care and love of travel.
The elderly group is also a huge user group with different levels of demand. But no matter how old people's hobbies change, the core logic of "silver hair economy" is health, happiness and love. To truly meet the needs of the elderly, in addition to providing more products suitable for the elderly, it is also necessary to provide more detailed products and services for the life and consumption scenes used by the elderly.