消费变迁下的直销新机遇：紧扣Z世代、银发族与绿色需求

Core Insights - The direct selling model is aligning well with changing consumer demands and trends, reshaping the industry's future [1] - The Chinese consumption market is undergoing profound changes, with the national trend economy expected to reach 2.29 trillion yuan in 2024, driven largely by the "Z Generation" [1] - The aging population is projected to contribute significantly to the economy, with the silver economy expected to reach 7 trillion yuan [1] Consumption Trends - The shift in China's consumption structure is moving from quantity to quality, emphasizing emotional value over functional value [4] - Retail sales of consumer goods are expected to grow from 25.9 trillion yuan in 2014 to 48.3 trillion yuan in 2024, an increase of over 80% [4] - Service consumption is growing faster than goods consumption, with health-related spending increasing at an annual rate of 9.8% from 2013 to 2024 [4] Z Generation Consumption - The "Z Generation" (born 1995-2009) comprises about 260 million people, contributing 40% of total consumption, with their spending projected to quadruple to 16 trillion yuan by 2035 [7] - This generation values personalization and seeks recognition through niche consumption, with a significant portion being rational consumers [7] - Direct selling can leverage the rational consumption habits of the Z Generation by providing expert knowledge and personalized products [7] Silver Economy - By the end of 2024, the population aged 60 and above in China is expected to exceed 300 million, with the silver economy projected to reach 19.1 trillion yuan by 2035 [10] - The health consumption patterns of the elderly are evolving, with a notable increase in demand for senior-friendly products, such as fitness equipment and health supplements [10][11] - The shift from passive treatment to proactive prevention in health-related products presents a significant market opportunity [11] Green Consumption - Green consumption is becoming a mainstream trend, with 83% of consumers willing to pay a premium for smart health appliances [14] - Sales of health monitoring devices are expected to grow by 41.6% year-on-year in Q1 2025, reflecting the rising demand for smart consumer products [14] - Direct selling companies are integrating sustainable development into their core strategies, enhancing consumer trust in green products [14] Direct Selling Model Advantages - The direct selling model's personalized service and strong social attributes align well with new consumer demands [18] - Direct sellers can effectively cater to the Z Generation's preference for experiential and personalized products through social media engagement [18] - The model's one-on-one service can meet the specialized health needs of the elderly, positioning direct sellers as trusted health advisors [18] Future Market Outlook - The evolution of three major consumer forces and the adaptability of the direct selling model create a roadmap for future market changes [19] - Direct selling companies that align with consumer trends and provide high-quality offerings can secure advantageous positions in the expanding market [19] - The industry is poised for a resurgence, with the direct selling model's compatibility with new consumption trends indicating a bright future ahead [19]