KUAISHOU(HK:01024) 艾瑞咨询·2025-11-30 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 elderly care" to "quality living" [1] - The report by iResearch and Kuaishou reveals that the consumption needs of this demographic are evolving from basic utility to a pursuit of quality and comfort, aligning well with Kuaishou's content and e-commerce ecosystem [1][2] Industry Trends - The consumption scale of the 45 and above demographic in China has exceeded 14 trillion, with a rising consumption ratio year by year, driven by policies like the "Silver Economy 26 Articles" and an increase in life expectancy to 79 years [2] - The new silver-haired market is rapidly expanding, becoming a key force in driving domestic demand [2] Digital Empowerment - Digital platforms like Kuaishou are becoming central to the lifestyle and consumption of the new silver-haired population, who are actively embracing online life [4][5] Demographic Breakdown - The new silver-haired population can be categorized into four groups: Practical, Vitality, Calm, and Zen, each with distinct attitudes and consumption preferences [7][10] - The Vitality group (45% of the population) is the main driver of "self-satisfying consumption," while the Practical group (18.6%) balances family and self, and the Calm group (22.8%) focuses on basic consumption [10] Core Consumption Scenes - Health, travel, and fashion are identified as the three core scenes for the new silver-haired population's "comfortable" lifestyle, with a shift from basic functionality to quality experiences [11][13][15] - Health is the foundation of a comfortable life, with a significant percentage of users engaging with health-related content and making related purchases [13] Travel Preferences - The new silver-haired population shows a strong preference for travel experiences that prioritize comfort and ease, with a notable interest in flexible travel arrangements [15][16] Fashion Consumption - The fashion consumption logic has shifted from durability to aesthetics and comfort, with a high purchasing rate for clothing among the new silver-haired demographic [18] Kuaishou's Ecological Advantages - Kuaishou leverages diverse content formats to engage the new silver-haired population, with a high percentage actively searching for products featured in short videos and live streams [20] - Trust is a critical factor, with users valuing platform certification and user reviews to alleviate purchase concerns [21][28] Future Trends - The market is expected to evolve towards a focus on comfort, satisfaction, and multi-dimensional trust systems, enhancing the overall consumer experience for the new silver-haired population [24][27] - Products and services are shifting from basic functionality to enhanced user experience, with a focus on customization and ease of use [25][26] Conclusion - The pursuit of a "comfortable" lifestyle is a fundamental aspect of the new silver-haired population's consumption behavior, driving the transformation of the silver economy from survival to quality living [29]