中国老龄化社会的潜藏价值系列报告—第二篇章

123WAVEMAKER IS DEDICATED TO TRANSFORMING OPPORTUNITIES INTO GROWTH IN THE SENIOR MARKET蔚迈致力于化机会为价值，解锁中国老龄化市场的增长之道STRATEGY 策略•Business compass•Needs map & consumer segmentation of seniors•Product positioning and portfolio management•Market entry strategy for new brandsCOMMUNICATION 传播•Media strategy, media buy and precision marketing for senior target audience•Content marketing•Ecommerce marketingDATA 数据•Wavemaker senior generation tracking database•Wavemaker customized senior consumers data packet•老龄化市场潜力罗盘•中老年群体需求图谱及细分模型•产品定位及组合策略•新品牌进入市场策略•老龄化受众的媒介策略和精准营销•内容营销•电商营销•蔚迈老龄化人群连续研究数据库•蔚迈中老年人群定制数据包WAVEMAKER’S AGEING MARKET SOLUTIONS 蔚迈老龄化市场解决方案4WE INTEND TO EXPLORE THE ENORMOUS POTENTIAL OF THE SENIOR MARKET IN DIFFERENT INDUSTRIES我们旨在助力各行各业，探索老龄化市场的庞大潜力Food & beverage食品饮料Apparel & shoes时尚鞋服Household care日化家清Tech & digital科技数码Personal care & cosmetics个护美妆Living养老居住Finance & insurance金融保险Employment（再）就业/志愿者Travel旅行Social interaction社交Study学习教育Transportation出行Medical care医疗护理Sports运动健身Nutrition & supplements营养保健产品Mental health心理健康Life in old age老龄生活Healthcare健康管理Spiritual life娱乐学习Daily routines日常生活Financial life就业与财务5TO TACKLE CURRENT BUSINESS CHALLENGES TO UNLOCK THIS TRILLION-DOLLAR MARKET解决目前商业遇到的挑战，推动万亿级消费力的兑现THE ESTIMATED ANNUAL SPENDING POWER OF SENIORS IN TIER 1 TO 3 CITIES IN CHINA中国一到三线城市老龄化群体年消费力预估为6.64TRILLION万亿BUT然而NOT DESIRED SUPPLY:Biased needs understanding给得不对：偏颇的需求认知NOT ENOUGH SUPPLY: Huge supply-demand gap给得不够：供需严重失衡UNBALANCED SUPPLY:Polarised group coverage给得不均衡：两极化的人群覆盖• Product offerings fail to meet rapidly growing needs• Most brands focus on young consumers and rarely invest in senior groups• Seniors are all considered the same without differentiation for gender, age, region, experience and value, etc.• Brands only see seniors as “old people” and have outdated perceptions of their needs. Seniors’ current and future needs as general consumers, in areas such as diet, fashion, digital products, are very often overlooked.• Commercial resources mainly target rich seniors and public resources mainly serve the disadvantaged. The large “intermediate group” only receives limited attention. • 产品和服务的供给难以匹配消费需求的快速扩容• 品牌营销高度集中于年轻人，极少投资老龄化群体• 将老龄化人群视为一个“整体”，没有认识到性别、年龄、地域、经历、价值观等可能带来的差异化需求• 仅关注“老年”需求，且带有刻板认识，往往忽视了他们作为普通消费者的普世和新兴需求，诸如：饮食、时尚、智能产品等• 商业资源向高端老龄化人群倾斜，社会及公共资源向需要补助的人群倾斜，而数量庞大的中间人群得到的关注有限Based on spending data and projected population numbers from research按照调研消费数据及推及人口计算得出6ALSO TO FOLLOW POLICY TRENDS TO PROMOTE “ACTIVE AGEING”并顺应政策趋势，帮助推进中国的积极老龄化国务院《关于推进养老服务发展的意见》《国家卫生健康委关于建立完善老年健康服务体系的指导意见》《养老护理员国家职业技能标准》中共中央、国务院《国家积极应对人口老龄化中长期规划》Active ageing: Extending “healthy living” to “quality living”“Active ageing” is the upgrade of “healthy ageing”. It’s about optimising opportunities for health, participation and security in order to enhance the quality of life as people age.积极老龄化：从“健康生活”延伸到“品质生活”“积极老龄化”作为“健康老龄化”的升级版，其基本含义是：提高老年人的生活质量，创造健康、社会参与和保障的最佳机遇。20122013国家首次明确了“养老服务设施用地”的概念，且要求保证其在供地计划中优先推进国务院《关于加快发展养老服务业的若干意见》2015民政部、发改委《关于规范养老机构服务收