2020中国老龄化社会的潜藏价值（中英）.pdf

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 WISDOM 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 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 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 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 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 and 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 cooperation 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，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 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：Need 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 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 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。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 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Anne 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 Greater 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 and 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|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Bing 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 11949-19591962-19761986-1990AS 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 people 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Around 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 DEVELOPMENT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Australia澳大利亚Russia俄罗斯Sweden瑞典UK英国Italy意大利France法国Germany德国Canada加拿大US美国After becoming the dominant group in society,the elderly will influence social development according to their own needs and become an important factor in advancing Chinas social construction.Population ageing will have a profound impact on consumption,industrial construction and capital flows in economic development.“-Population Ageing Handbook“老年群体成为社会主导性群体和利益性群体以后，将按照自身需求影响社会发展，成为推进中国社会建设的重要因素。人口老龄化将在经济发展中，对消费结构，产业结构和资本流动带来深远影响”-人口老龄化国情教育知识读本THE RISE OF THE RISE OF SILVER POPULATION SILVER POPULATION 银发群体力量的崛起Elderly people are changing just likeus.Now they have the courage tolive in the moment as well as thementality to accept new things.-Megan Zhang,VP of Marketing and Store Concept Design&Development,Skechers老年人在不断变化。现在的他们很有活在当下的勇气和接受新事物的心态。-张睿妍,斯凯奇市场部及店铺发展部副总裁CHINAS AGEING SOCIETY RISES SLOWER THAN OTHERSCHINAS AGEING SOCIETY RISES SLOWER THAN OTHERS中国的老龄化进程晚于其他社会Theelderlyaregrowthconsumers with high repeatpurchase rates.This growth isbecause they are more focusedon quality of life.-Qianyuan Han,Strategy Director,MI老年人是具有高复购率的增长群体，这种增长是因为他们现在更注重生活了。-韩乾源,小米战略规划部总监Elderlypeopletodayarewealthy and free,and theirlevel of care,spending anddecision-makingpoweraregradually increasing.-Tracy Ta,General Manager,Mindshare Beijing现在的老年人有钱有闲，他们对自己的关爱程度，消费力，决策力都在提高。-Tracy Ta,传立北京总经理SOURCE:UN 联合国;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“”12BASKING IN CHINAS OPPORTUNITIES,OUR SILVER ECONOMY ENJOYS UNPARALLELED ADVANTAGES沐浴在中国机遇中，我们的银发经济，拥有其他国家难以比拟的后发优势POSITIVE AND PROACTIVE POLICY ENVIRONMENT积极先导的政策环境NEW INFRASTRUCTURE DIVIDEND新基建的红利专车GENERATION DIVIDEND TO LONGEVITY DIVIDEND从代际红利到长寿红利01010202030313LATECOMER ADVANTAGE OF CHINAS SILVER ECONOMY-01中国银发经济的后发优势-01Positive and proactive Positive and proactive policy environmentpolicy environment积极先导的政策环境0101“”顶层设计的逐步完善：“十三五”规划纲要设专章对“积极应对人口老龄化”进行部署；健康全生命周期理论在2016年，被首次写入国家战略。社会福利保障的普及：截至2018年5月底，基本养老保险参保人数达到约9.22亿人，基本医疗保险参保人数达到约11.9亿。贫困老年人全部纳入了低保救助，所有省份均建立了80周岁以上高龄老年人津贴制度。相关机构的发展和普及：截至2017年底，所有的省，95%的地（市）、86.8%的县（市、区）都设立了老龄工作委员会及办公室。-人口老龄化国情教育知识读本GRADUALLY IMPROVEDGRADUALLY IMPROVEDNATIONAL STRATEGYNATIONAL STRATEGY：The 13th Five-Year Plan includes a special chapter on actively responding to population ageing;in 2016,the theory of full life-cycle health was included in the national strategy for the first time.UNIVERSAL ACCESS TO SOCIAL WELFARE:UNIVERSAL ACCESS TO SOCIAL WELFARE:By the end of May 2018,about 922 million people were covered by basic pension and 1.19 billion by basic medical insurance.All elderly people in poverty have been provided with subsistence allowances,and all provinces have set up a subsidy system for elderly people over the age of 80.THE DEVELOPMENT AND POPULARIZATION OF RELEVANT INSTITUTIONS:THE DEVELOPMENT AND POPULARIZATION OF RELEVANT INSTITUTIONS:By the end of 2017,the committees and offices for ageing have been set up in 95%cities and 86.8%counties in all provinces.-Population Ageing HandbookLATE-MOVER ADVANTAGE OF CHINAS SILVER ECONOMY-02&03中国银发经济的后发优势-02&03中国的基础设施、科技发展水平、产业多样性以及人才基础，提供了商业模式和创新的基础。5G、智能科技以及互/物联网的发展，将催生出更多的产品与服务，推动更大规模的产业共荣。Chinas infrastructure,technological development,industrial diversity,and talent provide the foundation for diversity of business models and innovation.The development of 5G,smart technology,Internet and IoT will spawn more products and services and promote greater industry co-prosperity.在大量无收入的隐形“岗位”上，如农业、志愿者等，老年人的技能和智慧无疑是社会的一笔巨大财富。另外在计划经济体制下，拥有奉献精神的他们，是中国特有的“精神红利”。In the large number of invisible“positions withoutincome,such as agriculture,volunteers,etc.,theprofessional skills and wisdom of the elderly willundoubtedly be the wealth of society.As devoteesgrowing up under the planned economic system,theyare Chinas unique spiritual dividends.New infrastructure New infrastructure dividenddividend新基建的红利专车0202GenerationGenerationdividend to dividend to longevity dividendlongevity dividend从代际红利到长寿红利0303“”中老年家庭在中国所有家庭里的占比，在2020年会占到22%。老年家庭以后会成为中国一种常见的家庭形态，消费潜力是可以期待的。-虞坚，凯度消费者指数大中华区总经理Middle-aged and elderly households will account for 22%of all households in China in 2020.Older households willbecome a common form of households in China,and theconsumption potential can be expected.-Jason Yu,GM of Kantar Worldpanel Greater China1415CHINAS UNIQUE INDUSTRIAL AND DEMOGRAPHIC DIVIDEND WILL FURTHER BOOST THE DEVELOPMENT OF THE SILVER ECONOMY中国特有的产业与人口红利，将进一步催生银发经济的发展Travel旅行Social interaction社交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就业与财务老年产业Ageing Ageing IndustryIndustry涉老产业AgeingAgeingRelated Related IndustryIndustry“”The consumption concept of the elderlyhasbeencontinuouslyupgraded.Overall,the number of commoditiessuitable for the elderly has grown at anaverage annual growth rate of 39%inthe past three years.In 2019,thenumber of elderly-appropriate productsonthemarketincreasedby78%compared to 2017,and the number ofbrands nearly doubled.-Jingdong Data Research Institute老年人的消费理念一直在不断的升级。总体来看，近3年老年适用的商品数量，以年均39%的增速增长。2019年市场上的老年适用商品数比2017年增长78%，品牌数的增长近1倍。-京东数据研究院16CHINAS SILVER ECONOMY HAS GREAT GROWTH POTENTIAL因此，中国的银发经济具有“厚积薄发”的商业潜能6.64万亿Trillion61万亿Trillion18万亿Trillion201920302050Urban seniors spending power according to Wavemakers estimates 根据Wavemaker的保守测算的城市老人消费力Consumption of senior consumers in China,measuredby China Institute for Reform and Development根据中国改革发展研究院测算的中国老年人口消费规模17DEVELOPMENT OF THE SILVER MARKET FACES THREE MAIN CHALLENGES然而，要发展银发经济，多方面挑战不容忽视ECONOMIC FOUNDATION经济基础的挑战INDUSTRY DEVELOPMENT产业发展的挑战MARKET CULTIVATION市场耕耘的挑战CHALLENGES|挑战123CHALLENGE 1:ECONOMIC FOUNDATION经济基础的挑战CHALLENGE 2:INDUSTRY DEVELOPMENT产业发展的挑战CHALLENGE 3:MARKET CULTIVATION市场耕耘的挑战FIRST,CHINA IS THE WORLDS SECOND LARGEST ECONOMY,BUT WITH UNBALANCED DEVELOPMENT首先，中国已位居全球第二大经济体，但发展不均衡THE PROGRESS OF CHINAS ECONOMIC THE PROGRESS OF CHINAS ECONOMIC DEVELOPMENT IS STEADILY MOVING FORWARDDEVELOPMENT IS STEADILY MOVING FORWARD中国的经济发展仍正稳步推进THE MAIN CHALLENGE:UNBALANCED DEVELOPMENTTHE MAIN CHALLENGE:UNBALANCED DEVELOPMENT当下最主要的挑战是发展不均衡The principal contradiction facing Chinese society has evolved:What we now face is the contradiction between unbalanced and inadequate development and the peoples ever-growing needs for a better life.-Report of the 19th National CongressChinas economic development enters a new normal75%of Chinese urban residents have confidence in quality life improvement in 3 years.-Quality of Life in Chinaby WavemakerAchieve zero povertyAround 2028 China is expected to become the largest economy in the worldThe Human Development Index(which assesses life expectancy,education and decency of life),which collectively reflects the level of social development,is still lagging behind.In 2015,the index for mainland China was 0.738,ranking 90th in the world.-Population Ageing Handbook20142014201820182020202020282028中国经济发展进入新常态75%的中国城镇居民对未来三年生活品质的稳步提升具有信心。-蔚迈中国品质生活白皮书实现0贫困人口2028 年前后有望成为世界第一大经济体当前社会的主要矛盾是人民日益增长的美好生活需要和不平衡不充分的发展之间的矛盾。-党的十九大报告综合反映社会发展水平的人类发展指数（评估健康长寿的生活、知识以及体面的生活水平）仍较落后。2015年中国大陆的指数为0.738，在世界位于第90位-人口老龄化国情教育知识读本18CHALLENGE 3:MARKET CULTIVATION市场耕耘的挑战CHALLENGE 1:ECONOMIC FOUNDATION经济基础的挑战CHALLENGE 2:INDUSTRY DEVELOPMENT产业发展的挑战CHALLENGE 3:MARKET CULTIVATION市场耕耘的挑战19SECONDLY,THERES L