中国老龄化社会的潜藏价值系列报告：第三篇章-银发经济的基本盘和新常态

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May. 2020EPILOGUE番外PASSING ON THE WISDOM OF A GENERATION他们走过风雨，他们依然年轻Jul. 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 over 8 months one by one, giving a holistic view of what urban 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 3 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，将历时8个月逐一发布，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。此为系列报告的第三篇章。4TRUE 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• We called for more attention to be paid to the ageing society and redefined “old age”• We firstly segmented seniors in China into three different generations• We revealed their true potential and objections to being characterized as the “old”• 我们呼吁重视老龄化社会，重新定义“老”• 首次定义和划分了三个代际• 揭示了他们的真实风采，和他们不愿做传统定义“老人”的“倔强”• We pointed out the high relevance of the senior market to all different industries• We estimated the annual spending power of senior citizens in China and summarized three major business challenges• We elaborated on the four core needs that nourish the silver economy in China• 我们指出老龄化市场的发展与各行各业都息息相关• 预估了中国一到三线城市老龄化群体的消费力，并梳理出商业领域存在的三大挑战• 解析了催生老龄化经济的四大核心需求IN CHAPTER 1, RELEASED IN OCT. 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Scan QR code to read扫描二维码阅读CN 中文EN 英文Scan QR code to read扫描二维码阅读CN 中文EN 英文5WHAT’S NEW IN CHAPTER 3: THE ESSENCE BEHIND NEEDS & BEHAVIOURS -在第三篇章中，我们将聚焦需求和行为背后的本质 -CORE VALUES掌握基本盘EVOLVED VALUES把脉新常态GENERATIONAL VARIATIONS识别代际差SENIORS’ VALUES 价值观老龄化群体身上那些“改不了、夺不走、丢不掉的东西”是什么？掌握基本盘，是赢得老龄市场的决定性因素。用发展的眼光来看，他们呈现出哪些“不同以往”的趋势性、不可逆的发展状态？把脉新常态，才能抓住机遇、灵活应变，获得长远发展。年龄跨度超三十岁，三代人有哪些相似，又有哪些差异？识别代际差，方能有效进行市场的精耕细作。What are the unchangeable and unwavering characters of seniors?Having a clear understanding of these core values is the surest way to win with this market.Meanwhile, what are the trends that make them different from before? Detecting and monitoring their ‘new normal’ is a key to seize opportunities and achieve sustainable growth.Spanning 30 years, what are the similarities and differences within the three senior age groups?This knowledge is crucial to build customised strategies and precision marketing.INFORMED BY THEORY我们用科学严谨的方式探究价值观6Political政治环境We refer to sociological theory:1) Social environment plays a big role in shaping values2) Values dynamically evolve with the change of social environments• Formative years: coming of age at or around 15 year’s old, has a lasting effect on values• Meanwhile