There is such a phenomenon now that brands are constantly exploring the preferences of young people and developing towards younger people. With the increase of life expectancy and the decrease of new population, the society is developing towards an aging trend. Although the elderly can no longer create production value, but still have immeasurable consumption value, few brands can pay attention to them. This article will analyze this phenomenon from four aspects, hoping to help you.

Before talking about young people and old people, let's take care of the "middle-aged people" caught in the middle. For example, why are people now generally beginning to experience a "midlife crisis"?

A very important reason behind this is the increase in life expectancy. According to "iiMedia Report | 2019 China job title email list Silver Economy Consumer Market Research Report", the average life expectancy in 2017 reached 76.4 years. In the past, after completing the traditional goal of getting married and having children, the journey of life is basically over.

But it is different now. Medical conditions, technological progress and the improvement of national health awareness, the average life expectancy has increased, the centenarian life is just around the corner, and the original "old age" has been smoothed to "middle age".

With the postponement of the retirement age, the phrase "help me get up, I can still do it" begins to reflect the reality of the majority of the elderly.

However, "old age does not retire" not only has production value, but also has immeasurable consumption value.

Compared with young people who are oppressed by high housing prices and high prices to become Buddhas, have no intention of falling in love, and dare not consume, the "silver economy" supported by the elderly who have children and daughters, houses and cars, and more leisure may be the enterprise. The blue ocean that should enter the game. But looking back at the reality, in the aging Chinese society, the voice of brand rejuvenation is getting louder and louder.

It makes people wonder, why are brands more and more keen on young marketing in an aging society? Today, we try to answer the above questions from the perspectives of categories (industries), consumer differences, and return on investment ratios.

The rise of the silver-haired economy in recent years is not the personal feeling of a few people, but is actually happening.

A not-to-be-ignored example is that even Ali has begun to recruit square dance aunts—annual salary of 400,000 yuan, over 60 years old, square dance KOLs (opinion leaders) and community neighborhood committee members are preferred. Not to mention that the fresh graduates of Dachang can't get this number, converted into monthly salary, square dance aunts who can meet Ali's requirements are enough to get rid of 600 million people whose monthly income is less than 1,000 yuan.

It can be seen that the silver-haired people should not be underestimated, especially in the aging Chinese market. So, who is the silver-haired family? What is an aging society?

QuestMobile, which focuses on mobile Internet data, defines mobile Internet users over 50 years old on the basis of the large market of Internet users; iResearch, which focuses on Internet data, is more relaxed in age, raising the age to 60.

The official answer given by the United Nations is that if the proportion of elderly people over 65 years old in a region exceeds 7%, it is considered that the region has entered an aging society.

There are slight differences in the statistical standards of silver hair in different user disks. There will be no more discussion and bounds here. The "silver-haired family" mentioned below is the general concept of the above definition. Regardless of the age standard, my country has entered an aging society and is advancing at a high speed with an irreversible attitude.

According to the "China Statistical Yearbook" data, as early as the beginning of the 21st century, the proportion of the elderly over 65 years old in my country has exceeded the baseline of 7%, that is, it has entered an aging society.

Not only the base of the elderly is large, but the rate of aging is also much higher than that of developed countries. Combining the data of IMF (International Monetary Fund) and "China Statistical Yearbook", the proportion of people over 65 years old has increased from 7% to 14%. It took 45 years for the UK, 25 years for Japan, and only 25 years for my country. 17 years.