老，无所“依”｜青山资本2025年度研究报告

Core Insights - The article discusses the profound and rapid aging of the population in China, highlighting the complexities and internal diversities within the elderly demographic, which is often overlooked by society and market research [4][10][18]. Group 1: Demographic Changes - The median age in developed economies has increased from 30 to 43 years over the past 50 years, with projections indicating it will reach 47 years by 2075. Emerging economies have seen a rise from 19 to 30 years [5]. - Global life expectancy has risen from 62 to 75 years in the last 50 years, with developed economies seeing an increase from 72 to 82 years [8]. - By the end of 2024, China's population aged 60 and above is expected to reach 310 million, accounting for 22% of the total population, marking the country’s entry into a deeply aging society [10]. Group 2: Aging Process and Definitions - Aging is a natural biological process experienced by nearly all animals, characterized by various physiological changes [12]. - The definition of "elderly" has evolved over time, with the World Health Organization defining elderly individuals as those aged 60 and above, while in developed countries, the age is often set at 65 [14]. Group 3: Internal Diversity of the Elderly Population - The elderly population in China is marked by significant internal diversity, with varying experiences and backgrounds leading to different consumption behaviors and needs [16][18]. - Historical events, such as the Great Chinese Famine and the Cultural Revolution, have created distinct generational experiences that influence the current elderly population's values and consumption patterns [20][21]. Group 4: Economic Disparities - There is a stark disparity in income among retirees in China, with pensions for civil servants being 28 times higher than those for rural residents [24]. - The elderly population's wealth is substantial, with the total wealth of individuals aged 60 and above in China reaching 78.4 trillion yuan, averaging 264,000 yuan per person [25]. Group 5: Consumption Patterns - The elderly consumer market is complex and multifaceted, with a significant portion of the population exhibiting low consumption levels despite the overall market potential [28][69]. - Many elderly individuals prioritize essential spending and exhibit high price sensitivity, often focusing on tangible benefits rather than abstract services [60][63]. Group 6: Digital Engagement - Approximately 52% of elderly individuals in China are internet users, indicating a significant digital divide where many remain disconnected from online resources [71]. - The COVID-19 pandemic has accelerated digital engagement among the elderly, with many being forced to learn to use smartphones for essential services [78]. Group 7: Market Opportunities - The elderly market presents a vast opportunity for businesses, but it requires a nuanced understanding of the diverse needs and preferences within this demographic [28][69]. - Companies must focus on tailored services and products that address the specific challenges faced by different segments of the elderly population, rather than adopting a one-size-fits-all approach [69].