老，无所“依”｜青山资本2025年度研究报告

Core Viewpoint - The article emphasizes the complexity and diversity within the elderly population in China, challenging the common narratives of aging as a homogeneous experience and highlighting the need for a nuanced understanding of their needs and behaviors [3][9][20]. Demographic Changes - Global population structures are undergoing significant changes, with median ages rising in both developed and emerging economies. By 2075, the median age in developed economies is projected to reach 47 years, while in emerging economies, it will be around 40 years [5]. - Life expectancy has increased globally, with the average rising from 62 years to 75 years over the past 50 years. In developed economies, it has risen from 72 years to 82 years, and in emerging economies, from 58 years to 73 years [7]. Aging in China - By the end of 2024, the elderly population (aged 60 and above) in China is expected to reach 310 million, accounting for 22% of the total population. The proportion of those aged 65 and above will be 15.6%, indicating that China has entered a deep aging society [9]. - The speed of aging in China is unprecedented, with the transition to a deep aging society occurring in just 21 years, compared to much longer periods in other countries [9]. Definition of Aging - Aging is a natural biological process experienced by nearly all animals. The concept of "elderly" has evolved from being a symbol of wisdom and authority in primitive and agricultural societies to a defined life stage in modern welfare states [15][16]. Internal Diversity of the Elderly Population - The elderly population in China is characterized by significant internal diversity, with varying experiences and backgrounds leading to different consumption behaviors and needs. This diversity is more pronounced than in previous or subsequent generations [18][20]. - Historical events and socio-economic changes have created distinct cohorts within the elderly population, leading to varying levels of education, health, and economic stability [21][24]. Consumption Patterns - The elderly population holds substantial wealth, with approximately 20% of global wealth owned by those aged 75 and above. In China, the total wealth of individuals aged 60 and above reached 78.4 trillion yuan in 2023 [28]. - The elderly exhibit a high savings rate of 60%, indicating a strong tendency towards precautionary savings. Their consumption patterns are influenced by their income, health status, and life experiences [29][31]. Market Opportunities - The elderly consumer market in China is vast and complex, with significant opportunities for businesses that can navigate its diversity. However, it is not a monolithic market, and understanding the nuances of different consumer segments is crucial for success [31][76]. - The article highlights the need for tailored products and services that address the specific needs of various subgroups within the elderly population, rather than a one-size-fits-all approach [76]. Digital Engagement - There is a significant digital divide among the elderly, with about 52% of those aged 60 and above being internet users. However, many remain excluded from the digital world due to various barriers, including lack of skills and access [78][80]. - The COVID-19 pandemic has accelerated digital adoption among the elderly, with many being forced to learn how to use smartphones and online services for essential tasks [84].