直播带货盯上银发族，美腕的“慢生意”能赢吗？

Core Insights - The launch of the "All Parents' Happy Home" live streaming channel by Meiwang on May 5 attracted over 1.74 million views, but viewership sharply declined to around 500,000 to 600,000 within three months, raising concerns about the sustainability of this "slow business" model in the silver economy [1][2] - The silver economy market in China is projected to reach 8.3 trillion yuan in 2024 and 25 trillion yuan by 2030, indicating significant growth potential as 300 million elderly individuals engage with live streaming and e-commerce [1][2] Group 1: Business Strategy - Meiwang adopts a "slow" approach in its live streaming strategy, slowing down the pace of broadcasts and avoiding high-pressure sales tactics, which aligns with the consumption psychology of elderly users who prefer a longer decision-making process [2][3] - The live streaming sessions are scheduled during the day to match the routines of older adults, with a focus on user experience improvements such as larger fonts and softer lighting [2][3] Group 2: Competitive Landscape - Compared to established players like the "Fashion Grandma Group," Meiwang faces significant challenges in connecting with elderly users, as its younger hosts lack the same level of relatability and trust [3][4] - The "Fashion Grandma Group" has built a strong user base with 20 million followers and over 100 million yuan in annual GMV, while Meiwang's viewership has dropped significantly, indicating a lack of user retention and engagement [3][4] Group 3: Content and Product Selection - The content offered by the "Fashion Grandma Group" is closely aligned with the interests of elderly consumers, while Meiwang's themes sometimes miss the mark, reflecting a cautious approach to content innovation [4] - Meiwang's operational optimizations, such as "slow live streaming," are easily replicable by competitors, which raises concerns about its long-term differentiation in the market [4] Group 4: Market Dynamics - Major players like JD and Douyin are entering the silver economy space with differentiated strategies, such as JD's focus on service-oriented live streaming and Douyin's algorithm-driven product recommendations, which pose competitive threats to Meiwang [16][17] - The establishment of a "trust chain" through the use of a well-known IP like Li Jiaqi's is crucial for Meiwang, as it leverages cross-generational trust to attract elderly consumers [17][18] Group 5: Long-term Viability - The silver economy requires a long-term investment approach, as building consumer habits among elderly users takes time, and Meiwang must balance short-term performance pressures with long-term market cultivation [21][25] - The key challenge for Meiwang is to navigate the "unprofitable cultivation period" while ensuring that it can convert established trust into tangible economic benefits [21][25]