解读：《新银发力量：活力、悦己、得劲——2025快手新银发人群洞察报告》

Core 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 yuan in 2023, with a gradual 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 - Content e-commerce platforms like Kuaishou are becoming central to the lifestyle 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, all sharing the core characteristics of "vitality, value, and comfort" [7][10] Consumption Patterns - Health, travel, and fashion are the three core scenarios for achieving a "comfortable" life among the new silver-haired population, with a shift in market demand 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 vary by group, with the Vitality group favoring wellness trips, the Practical group preferring cultural tours, and the Calm group opting for short local trips [15][16] - Fashion consumption has shifted from durability to aesthetics and comfort, with 64.8% purchasing clothing and accessories [18] Kuaishou's Ecosystem Advantages - Kuaishou leverages diverse content formats like short videos and live streams to engage the new silver-haired population, with 90% actively searching for short dramas and 80% regularly engaging in live streams [20] - Trust is crucial for this demographic, with concerns about safety in health products and transparency in travel pricing, which Kuaishou addresses through official certifications and user reviews [21][28] - The platform has implemented age-friendly features and safety measures to enhance user experience and retention, with over 85% of users expressing a willingness to repurchase health and travel products [22] Future Trends - The market is expected to evolve towards "comfort, ease, and satisfaction," with products transitioning from basic functionality to enhanced user experiences [24][25] - Services are expanding from single offerings to comprehensive ecosystems that address the full spectrum of daily needs, such as integrated health services and travel experiences [26] - A multi-dimensional trust system is being established to alleviate consumer concerns, ensuring a secure purchasing environment [27][28] Conclusion - The pursuit of a "comfortable" life is a genuine aspiration for the new silver-haired population, driving the transformation of the silver economy from survival to quality living [29]