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 consumer 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] Industry Trends - The consumption scale of the 45 and above demographic in China has exceeded 14 trillion, with a yearly increase in consumption proportion, driven by policies like the "Silver Economy 26 Articles" and an increase in average 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] - 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 stable and practical consumption [10] Core Consumption Scenes - Health, travel, and fashion are identified as the three core scenes for achieving a "comfortable" life, with a shift from basic functionality to quality experiences [11] - Health is the foundation of a comfortable life, with 50.1% of users repeatedly watching health content and 61.7% having made related purchases [13] Travel Preferences - 40.9% of users frequently browse travel content, with the Vitality group showing a high conversion rate for travel products, emphasizing comfort and security in their travel choices [15][16] Fashion Consumption - Approximately 64.8% of the new silver-haired population purchases clothing, with a shift in focus from durability to aesthetics and comfort [18] Kuaishou's Ecological Advantages - Kuaishou leverages diverse content formats to engage users, with 90% actively searching for short dramas and 80% regularly engaging in live broadcasts [20] - Trust is a significant factor for this demographic, with concerns about safety in health products and transparency in pricing for travel and fashion [21][28] Future Trends - The market is expected to evolve towards "comfort, ease, and satisfaction," with products transitioning from basic functionality to enhanced user experience [24][25] - Services are expanding from single offerings to multi-faceted ecosystems, integrating health, travel, and home services for a seamless user experience [26] Conclusion - The pursuit of a "comfortable" life is a fundamental aspect of the new silver-haired population's lifestyle, driving the transformation of the silver economy from survival to quality living [29]