2024年中国银发经济市场概览：银发经济“加快崛起”，文旅市场“热辣滚烫”

Investment Rating - The report indicates a positive outlook for the silver-haired economy, highlighting its potential for significant growth and development in various sectors, particularly in cultural tourism [4][6][8]. Core Insights - The silver-haired economy is rapidly emerging due to China's aging population, with a shift in consumer behavior from basic survival needs to more diverse and leisure-oriented spending [5][19]. - The market size of the silver-haired economy is projected to grow from approximately 7 trillion yuan in 2023 to 30 trillion yuan by 2035, increasing its share of GDP from 6% to 10% [12][14]. - The report emphasizes the importance of cultural tourism as a key driver for the silver-haired economy, with a growing demand from the new generation of elderly consumers who have strong travel intentions and purchasing power [8][28]. Summary by Sections Market Overview - The silver-haired economy encompasses a wide range of activities aimed at providing products and services for the elderly, including both aging-related and pre-aging economic activities [10][11]. - As of 2023, the number of registered enterprises related to the silver-haired economy reached approximately 447,000, with a year-on-year growth of 26.6% [14]. Demographic Trends - China's aging population is accelerating, with the number of individuals aged 60 and above reaching 297 million by 2023, accounting for 21.1% of the total population [15][16]. - Projections indicate that by 2035, over 30% of the population will be aged 60 and above, marking a transition to a heavily aged society [15]. Consumer Behavior - The consumption structure of the elderly is evolving towards higher-level demands, focusing on self-enjoyment and cultural leisure, with significant growth in health, entertainment, and age-friendly products [19]. - Online shopping trends show that categories such as home cleaning and travel services are gaining popularity among the elderly, with some categories experiencing growth rates exceeding 200% [19]. Policy Support - The Chinese government has implemented various policies to support the development of the silver-haired economy, including plans to enhance elderly care services and promote the integration of tourism and elderly care [24][25]. - The introduction of the first policy document specifically addressing the silver-haired economy aims to accelerate its development and improve the welfare of the elderly [24]. Cultural Tourism - The elderly tourism sector is becoming increasingly significant, with a notable rise in the number of elderly consumers engaging in travel activities, driven by innovative models such as "AI + tourism" and "brand + tourism" [8][28]. - The report highlights the need for more tailored tourism products and services to meet the specific needs of elderly travelers, which currently remain insufficient [7][24].