聚焦老年群体：私域直播如何开启中国电商适老化新篇章？

Core Insights - A notable trend is emerging in the retail industry where many elderly individuals are abandoning mainstream e-commerce platforms in favor of private domain live streaming pickup points [1] - This shift highlights a gap in the market that private domain live streaming is effectively addressing by catering to the specific needs of older consumers [3][4] Group 1: Market Dynamics - Mainstream e-commerce platforms primarily cater to younger users, neglecting the experience of elderly consumers, which includes small font sizes and fast-paced live streaming [3] - The pricing of products on e-commerce platforms often does not appeal to elderly consumers, as many necessary items are priced higher than in offline channels [3] Group 2: Private Domain Live Streaming Advantages - Private domain live streaming has successfully reduced prices for commonly used products among the elderly by shortening the supply chain, making items like diester oil more affordable [3] - The service aspect of private domain live streaming has been enhanced with age-appropriate modifications, such as larger fonts and simplified return processes, improving the shopping experience for elderly consumers [4] Group 3: Product Offering and Sales Strategy - Platforms that sell both fresh produce and general merchandise tend to outperform those that only sell general merchandise, as the high-frequency consumption of fresh goods drives sales of other products [4] - The introduction of fresh products has significantly reduced customer flow costs and increased satisfaction at stores like Laojia Nongpu [4] Group 4: Operational Challenges and Solutions - Implementing a "fresh + general merchandise" model in private domain live streaming requires robust IT systems to manage complex pickup processes efficiently [6] - Effective supply chain management and execution are critical for the success of this model, as highlighted by the operational needs of private domain live streaming platforms [6] Group 5: Future Outlook - There is confidence in the future of private domain live streaming to further meet the needs of elderly consumers, with plans to expand into more lifestyle service areas such as travel and home services [6] - The model is also expected to attract younger consumers, suggesting a potential for a "silver-haired driving youth" development path [6]