KUAISHOU(HK:01024) 艾瑞咨询·2025-12-20 00:03Core 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 peace of mind, aligning well with Kuaishou's content and e-commerce ecosystem [1] Group 1: New Silver-Haired Population Characteristics - The new silver-haired population is characterized by "vitality, value, and a comfortable lifestyle," breaking traditional stereotypes and creating an economic system that balances family responsibilities with self-actualization [2] - Four typical user groups have been identified: Practical, Vitality, Calm, and Zen, each contributing uniquely to their "comfortable life" [2] Group 2: Market Size and Growth Potential - The population aged 45 and above has increased its share from 42.2% to 44.7% from 2019 to 2023, indicating a significant market opportunity with a consumption scale exceeding 14 trillion yuan, projected to expand towards 20 trillion yuan due to policy support [4] - Kuaishou's platform has about 1 billion new silver-haired users, with 25% of daily active users belonging to this demographic, showcasing their strong engagement and purchasing power [6] Group 3: Consumption Preferences and Trends - The new silver-haired population prioritizes health, personal interests, and self-sufficiency, with 74% focusing on health reserves and 62% on personal interest development, indicating a shift from traditional family-oriented consumption [8] - Key consumption categories include health and wellness products, travel and leisure experiences, fashion, home improvement, and educational entertainment, reflecting a diverse range of needs [13] Group 4: Kuaishou's Ecosystem Adaptation - Kuaishou's content e-commerce ecosystem is tailored to meet the values and needs of the new silver-haired population, providing practical knowledge, interest-based content, and skill learning opportunities [8][28] - The platform emphasizes a seamless user experience, ensuring safety and trust through features like fraud prevention and easy-to-use interfaces, which are crucial for this demographic [25][30] Group 5: Future Trends in Consumption - The consumption mindset of the new silver-haired population is transitioning from "survival needs" to "quality self-enjoyment," focusing on product quality, brand value, and emotional attachment [38] - There is a growing trend towards a family-oriented consumption model, where decisions often encompass multiple family members' needs, indicating a shift towards comprehensive family solutions [41]