2020中国老龄化社会的潜藏价值(中英).pdf
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1、123CHAPTER 1第一篇章REVISITING SENIORS IN CHINA重新“遇见”中国的老龄化群体Oct.2019CHAPTER 2第二篇章THE HIDDEN VALUE AND POWER潜藏的商业价值和影响力Jan.2020CHAPTER 3第三篇章UNLOCKING THE SILVER ECONOMY银发经济的基本盘和新常态Mar.2020CHAPTER 4第四篇章SHARING PERSPECTIVES FROM EXPERTS ACROSS INDUSTRIES各界共谈银发经济,探索解决方案Sep.2020EPILOGUE番外PASSING ON THE WISD
2、OM OF A GENERATION他们走过风雨,他们依然年轻Dec.2020DISCOVERING THE“HIDDEN TREASURE”IN THE SENIOR MARKET我们发掘中国老龄化社会的潜藏价值The Seniors in China:The“Hidden Treasure”Report Series is produced by Wavemaker,containing 4 chapters and 1 epilogue.The chapters will be released one by one,giving a holistic view of what urba
3、n seniors in China are like,why they are important and valuable,and how brands can unlock potential and co-create solutions together.This is Chapter 4 of the report series.蔚迈发布的中国老龄化社会的潜藏价值系列报告,共分为四个篇章和一篇番外,将逐一发布,以全面详尽地分享我们对于中国城市老龄化群体的解析和主张,以及与多个行业的企业共创的观点与解决方案。此为系列报告的第四篇章。IN CHAPTER 1,RELEASED IN O
4、CT.2019第一篇章于2019年10月发布IN CHAPTER 2,RELEASED IN JAN.2020第二篇章于2020年1月发布IN CHAPTER 3,RELEASED IN MAR.2020第三篇章于2020年3月发布TRUE DEPICTION OF SENIORS IN CHINA中国老龄化群体的真实风采BOOMING SILVER ECONOMY&CORE NEEDS BEHIND IT蓬勃的银发经济及其背后的核心需求ESSENCE BEHIND NEEDS&BEHAVIOURS:SENIORS CORE&EVOLVED VALUES银发经济的关键:价值观基本盘和新常态We
5、 segmented seniors in China into three different generations and revealed their objections to being characterized as the“old”首次定义和划分了三个代际,揭示了他们他们不愿做传统定义“老人”的“倔强”We estimated the strong annual spending power of senior citizens and elaborated on the four core needs behind the silver economy预估了中国城市老龄化群
6、体的超高消费力,解析了催生银发经济的四大核心需求We delved into seniors value system,uncovering the unwavering core values as well as the evolving new normal深入到老龄化群体的价值观,探究改变不了的基本盘,以及随时代演进的新常态2020 is a meaningful year.The sudden epidemic has accelerated our journey to the new normal,and instantly pushed digital technology a
7、nd smart cities into real life application.In 2020,the seniors have become new growth consumers,and the opportunities of the silver economy are gradually emerging.The seniors will be the first generation to experience digital transformation,leading to the rise of the silver economy,industrial cooper
8、ation and prosperity.We are uncovering insights into the power of the silver economy as the seniors look to create a promising future.This future will not only benefit these seniors,but also the wider Chinese society.CHAPTER 4 FOREWORD第四篇章 写在前面的话2020,是意义非凡的一年。突如其来的疫情加速了新常态的发生,一瞬间使数字科技和智慧城市融入了生活。2020
9、,也让银发群体成为了新增长性客群而受到关注,银发市场的机遇也逐渐拨云见日。我们沐浴在加速数字转型的环境中,将见证在中国速度之下,银发经济的崛起,以及产业的合作与共荣。我们正在一起推动着银发经济的发生,创造着值得期许的未来。而这未来,不仅将使银发群体受益,更是我们自己。56The silver economy is just about to rise:The silver economy is just about to rise:Today we see senior consumers more as passive,cared for and guided by others.There
10、 is significant volume of unsatisfied demand,leading to a serious imbalance between supply and demand in the market.Therefore,the silver market is still in its infancy.银发经济正要悄然崛起:今天我们看到的银发群体,更多做为被关爱者,存在大量的需求不满足,以及市场供需严重失衡的现象。银发市场仍作为空白市场,才正要崛起。THROUGH THIS CHAPTER,WE HOPE TO TELL YOU:我们希望透过这一篇章,告诉你:N
11、eed to Rethink 重新思考Understand Now认识现在The Future is Promising未来可期We need to reWe need to re-understand their needsunderstand their needs:We should get to know them again,to redefine“old age”and“the seniors”,to respect and understand their real needs.Identifying these insights allows us to understand
12、how to effectively meet their needs as we target them.我们需要重新去理解需求:我们需要重新去认识他们,重新去认识“老”这件事,去尊重和理解他们的需求。并把他们纳入到目标客群中,为他们创造更多的价值。The future is created by us(all industries):The future is created by us(all industries):The future we are talking about is not a distant future.In the Chinese economy,driven
13、by creativity and innovation,this future is arriving fast.Although China is entering the“fierce ageing stage”,by the end of which seniors will account for 30%of the population,the future is promising.未来由我们(所有产业)一起共同创造:今天,我们所谈论的未来,并不是遥不可及的未来,而是在中国这样以创造力和创新力为基础色调的经济体中,加速发生的未来。虽然我们正要进入急速老龄化阶段,但是,未来更可期。
14、从今年伊始至今,我们邀请了三十五家来自不同行业的企业,一起探索银发产业的机遇,以及我们可以做些什么。在此,我们由衷地感谢参与内容共创的企业和个人:WE NEED TO THANK:我们需要感谢:Over the last few months,we have invited 35 companies from multiple industries to discuss and explore the opportunities of the Silver Economy,including actions we can take.We want to express our sincere
15、gratitude to the enterprises and individuals who shared their expertise in creating this chapter:Qianyuan Han|韩乾源Strategic director of MI小米战略规划部总监Jingjing Guo|郭静静Marketing Director,BeiGene百济神州市场部总监Nan Yang|杨楠Vice secretary of Bethune Charitable Foundation白求恩基金会副秘书长Roy Tu|屠波Brand VP,Shanzhen善诊品牌副总裁An
16、ne Hsu|许惠萍GCA Digital&Integrated Marketing Leader,Health Care Business Group,3M 3M医疗保健产品事业群,大中华区数位及整合行销资深部门经理Tao Li|李涛Founder,Age Freezer冻龄日志创始人Feng Chen|陈峰Marketing Director,Yuwell Medical 鱼跃医疗市场营销总监Yucai Gong|龚育才Chairman of Jiangsu Yunlin Group江苏耘林养老发展集团董事长Jason Yu|虞坚GM of Kantar Worldpanel Greate
17、r China凯度消费者指数大中华区总经理Thomas CaoMedical Service Director of Raffles Hospital莱佛士医疗服务总监Jack Wang|王吉庆Wavemaker Social Media Business Director群邑蔚迈社交媒体事业总监Huankun Li|李焕琨VP of Guangzhou University for Elderly广州老年大学副校长Liang Chen|陈亮Academic Director of Business School from East China University of Science an
18、d Technology华东理工大学商学院学术主任科沃斯JD Data Research Institute京东数据研究院Megan Zhang|张睿妍Megan Zhang,VP of Marketing and Store Concept Design&Development,Skechers斯凯奇市场部及店铺发展部副总裁Echo Chen|陈毅Head of Marketing,DingXiang丁香医生传媒业务负责人Charles Robertson|查百顺LRF Chairman 董事Sabrina Li|李爽LRF A.Senior Designer 主任高级设计师Jessy Ji
19、|季小心Wavemaker Business Director群邑蔚迈业务总监Tracy Ta|拓慧General Manager,BJ传立北京总经理Ryan Fan,Founder&CEO,PANGJING;Jing Wang,Founder&CKO,PANGJING范怿,胖鲸创始人兼首席执行官;王婧,胖鲸创始人兼首席知识官Tao Zheng|郑涛Marketing Director of National Retired Talent Bank离退休人才网市场总监WARC7Maggie Wang|王燕Marketing Director of SAICmobility享道出行市场总监Bin
20、g Wu|吴冰CEO of SAIC Mobility 享道出行CEO81 1OPPORTUNITIES THAT CANNOT BE MISSED,CHALLENGES THAT CANNOT BE IGNORED不可错失的机遇,不可无视的挑战RE-DEFINE THE AGEING POPULATION,UNDERSTAND THEIR REAL NEEDS重新定义银发族,理解真实的需求INDUSTRY OPPORTUNITIES产业的机遇:2 23 3LETS BEGIN|请随我们进入正文TABLE OF CONTENT|本章节目录BEAUTY&FASHIONBEAUTY&FASHION
21、美丽与时尚TRANSPORTATION&TRAVELTRANSPORTATION&TRAVEL出行与旅游LEARNING&VALUELEARNING&VALUE-CREATINGCREATING学习与发展HEALTH&WELLBEINGHEALTH&WELLBEING医疗与健康FINANCE SERVICEFINANCE SERVICE金融与财富LIVING&COMMUNITYLIVING&COMMUNITY居住与社区9OPPORTUNITIES THAT CANNOT BE MISSED,CHALLENGES THAT CANNOT BE IGNORED不可错失的机遇,不可无视的挑战1 11
22、949-19591962-19761986-1990AS THE RESULT OF BABY BOOM AFTER 1949 建国后生育高峰RAPID AGEING快速老龄化DEEP AGEING深度老龄化CHINAS SOCIETY AGEING STAGES中国社会老龄化阶段2022-20361999-20222036-2053FIERCE AGEING急速老龄化05101520253035401990199520002005201020152020202520302035204020452050205520601990-2060年60岁以上老年人占比(%)Proportion of p
23、eople over 60 from 1990 to 2060268M268M2.682.68亿18.518.5%423 M423 M4.234.23亿29.129.1%487 M487 M4.874.87亿34.8%34.8%WITHIN THREE YEARS,CHINA WILL ENTER THE FIERCE AGEING STAGE2020年是关键的一年。三年内,我们将正式进入急速老龄化阶段10SOURCE:Population Ageing Handbook,China National Committee on Ageing 全国老龄工作委员会办公室人口老龄化国情教育知识读本A
24、round 2020,the number of peopleover 60 in China will grow to 255million,and will lead to the secondgrowthpeak of elderlypopulation.-China National Committee on Ageing2020年前后我国60岁以上老年人口将增长到2.55亿人,将迎来老年人口第二个增长高峰。全国老龄工作委员会“”11SENIORS IN CHINA WILL BECOME AN IMPORTANT PLAYER IN CHINAS ECONOMIC DEVELOPME
25、NT而崛起较晚的中国的银发群体,将成为中国经济发展的重要参与者0510152025303540455019501955196019651970197519801985199019952000200520102015202020252030203520402045205020552060The proportion of people over 60 in the total population of the world and major countries世界及主要国家60岁以上人口占总人口的比例(%)World世界Egypt埃及India印度China中国Japan日本Korea韩国Au
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