Sou Hu Wang·2025-10-28 13:37Core Insights - The report reveals the emergence of the "new silver-haired" demographic, defined as individuals aged 45 and above, who are reshaping a trillion-dollar consumer market with a focus on a lifestyle philosophy termed "得劲" [1][2] Group 1: Demographic Characteristics - The new silver-haired group is characterized by a youthful mindset, emphasizing health, personal interests, and self-reliance, breaking traditional stereotypes associated with older adults [2][3] - This demographic is transitioning from being "family contributors" to "life managers," with 74% prioritizing health reserves and 62% actively pursuing personal interests [2][3] Group 2: Consumer Segmentation - The new silver-haired population is categorized into four distinct groups: Practical, Vitality, Composed, and Zen, each creating their unique "得劲 life" [2][3] - The Practical group focuses on family responsibilities and rational consumption, while the Vitality group seeks enjoyment through social interactions and self-investment [3] Group 3: Consumption Trends - The new silver-haired demographic is increasingly concerned with content attraction, decision safety, cost-effectiveness, and quality experience in their purchasing decisions [4] - Key consumption categories include health and wellness, travel and leisure, fashion, home improvement, interest-based learning, and technology, indicating high potential market segments [4][6] Group 4: Market Potential - The health and wellness sector is identified as the most urgent demand area, with 50.1% of users frequently engaging with health-related content [6] - The overall silver-haired economy in China exceeds 14 trillion yuan, showcasing significant market value and influence within family consumption dynamics [3][6] Group 5: Digital Engagement - Kuaishou has established a robust online community for the new silver-haired demographic, with over 100 million users aged 45 and above, representing about 25% of total users [7] - The platform's users exhibit high engagement, with nearly 70% using Kuaishou for over 22 days a month, indicating strong user retention [7] Group 6: Brand Opportunities - Brands are increasingly targeting the new silver-haired demographic through tailored content and products, with notable success stories highlighting significant sales growth [9][11] - Kuaishou facilitates a commercial ecosystem that transforms advertising from a disruption into a solution, enhancing consumer engagement and investment in lifestyle [9][11]