KUAISHOU(HK:01024) 艾瑞咨询·2025-10-27 00:06Core Insights - The "new silver-haired population" aged 45 and above has grown from 460 million in 2020 to 660 million in 2023, becoming a significant driver of the consumption market, shifting from basic elder care to a focus on quality of life [1][4] - The report by iResearch and Kuaishou highlights that the consumption needs of this demographic are evolving from basic utility to a pursuit of quality and peace of mind, aligning well with Kuaishou's content and e-commerce ecosystem [1][4] Group 1: Demographic Characteristics - The new silver-haired population is characterized by "vitality, value, and a fulfilling life," breaking traditional stereotypes and creating an economic system that balances family responsibilities with self-actualization [2][4] - Kuaishou identifies four typical user groups within this demographic: Practical, Vitality, Calm, and Zen, each exhibiting unique consumption behaviors and attitudes [2][3] Group 2: Market Size and Growth Potential - The population aged 45 and above has increased its market share from 42.2% to 44.7% between 2019 and 2023, indicating a significant market opportunity worth over 14 trillion yuan, with expectations to expand to 20 trillion yuan due to policy support [4][6] - Kuaishou's platform has over 400 million daily active users, with approximately 25% belonging to the new silver-haired demographic, showcasing a solid user base with high engagement [6][8] Group 3: Consumption Trends and Preferences - The new silver-haired population prioritizes health and personal interests, with 74% focusing on health reserves and 62% on personal interest development, indicating a shift from traditional family-oriented consumption [8][38] - Key consumption categories include health and wellness products, travel and leisure experiences, fashion, home improvement, and educational entertainment, reflecting a diverse range of interests [13][14] Group 4: Kuaishou's Strategic Adaptation - Kuaishou's content e-commerce ecosystem is tailored to meet the values and needs of the new silver-haired population, emphasizing practical knowledge, interest-based content, and skill learning [8][28] - The platform's approach includes enhancing user trust through safety features, personalized content, and community engagement, which are crucial for driving consumption among this demographic [25][30] Group 5: Future Trends - The consumption mindset of the new silver-haired population is transitioning from survival needs to quality and self-satisfaction, with a focus on product quality, brand value, and emotional attachment [38][41] - The emergence of an "all-family" consumption model indicates that purchasing decisions are increasingly influenced by multiple family members, expanding the scope of consumption beyond individual needs [41][44]