作者｜号外工作室 张烨 5月5日，李佳琦直播间"所有爸妈的幸福家"正式开播，吸引超174万次观看量，3个月后观看量断崖式下跌，维持在50、60万左右。 银发直播战场开闸，美腕下注老年直播电商这一"慢生意"。 当3亿老年人开始拿起手机刷直播、点下单，成为直播电商的活跃参与者，这一曾被市场低估的万亿市场终于迎来关键破局。数据显示，2024年，中国银 发经济市场规模已达8.3万亿元，预计到2030年，中国银发经济市场规模将达到25万亿元，增长潜力显著。 直播电商头部企业美腕强势入局，推出"所有爸妈的幸福家"直播间，正式切入银发直播带货领域，用"慢节奏、强信任"的打法，试图复制李佳琦IP在年轻 消费群体中的成功逻辑，抢占银发经济红利。 但银发经济的钱，真的那么好赚吗？5月5日，李佳琦全新直播间"所有爸妈的幸福家"正式开播，期间吸引了超174万次观看量，3个月后直播间的观看量维 持在50、60万左右，最高观看量为93万，观看量出现断崖式下跌，为这场"慢生意"的前景蒙上了一层不确定性。 老年直播带货的"慢"节奏 在老年直播带货赛道，"慢"成为核心关键词，而美腕的"所有爸妈的幸福家"直播间，正是这一逻辑的践行者。但其"慢探 ...

Group 1 - The silver economy is emerging as a significant growth engine in China's consumer market, driven by an aging population and changing consumer behaviors [2][4] - The elderly population in China is projected to reach 220 million by 2024 and exceed 480 million by 2050, while the younger population is declining [2] - The market for middle-aged and elderly consumers is expected to reach 100.06 trillion yuan in sales by 2024, accounting for nearly 40% of total consumption [2] Group 2 - Government policies are increasingly supportive of the silver economy, aiming for large-scale and brand development [3] - The new generation of seniors, particularly those born in the 1960s, is breaking stereotypes and demonstrating higher spending power and engagement with technology [5][6] - The average monthly income for families with seniors exceeds 12,000 yuan, with 20% earning over 20,000 yuan [5] Group 3 - There is a shift in consumer demands among seniors, focusing on quality of life rather than mere survival, with 42% wanting to live life on their own terms [5][11] - Seniors are increasingly engaging in diverse social activities and seeking personal fulfillment through education and new experiences [5][11] - The health and wellness market is booming, with a significant demand for proactive health management products, including nutritional supplements and smart health monitoring devices [12] Group 4 - Companies must avoid marketing pitfalls that stereotype seniors, such as emphasizing "old age" labels or focusing on their vulnerabilities [7][8][9] - Successful marketing strategies should incorporate diverse scenarios that reflect the active lifestyles of seniors, rather than limiting them to traditional roles [10] - The silver market presents opportunities in three key industries: fast-moving consumer goods, health and wellness, and entertainment, with significant growth potential in each [11][12]

汇聚思想，分享锐见 以下文章来源于冰川思享号 ，作者关不羽 冰川思享号 . 作者 | 关不羽 来源 | 冰川思享号 (ID: icereview) 自千禧年以来，中国的老龄化问题持续升温，"银发经济"也越来越受到关注。如今"银 发"越来越多，"银发经济"却难言出色。目之所及，都是为老人量身定制的消费陷阱，五 花 八 门 的 保 健 品 销 售 、 乌 烟 瘴 气 的 低 价 旅 行 团 、 直 播 间 里 的 " 养 生 课 " " 专 家 义 诊 " ， 等 等。 真不容易。 老年人消费市场成了坑蒙拐骗的下沉市场，"银发经济"竟成了"坑老经济"，问题到底出 在了哪里？ "银发经济"的想象空间有限 银发经济的本质是老年人消费。2024年，中国60岁以上的老年人口达到了3 . 1亿，占总 人口比例2 2 . 1%。庞大的人口基数，决定了消费规模不小。 中 国 社 会 福 利 与 养 老 服 务 协 会 、 当 代 社 会 服 务 研 究 院 与 社 会 科 学 文 献 出 版 社 共 同 发 布 《银发经济蓝皮书：中国银发经济发展报告( 2024)》的数据显示，中国银发经济的年产 值高达7万亿元。 7万亿无疑是 ...

Core Viewpoint - The Henan Provincial Government has issued a set of 36 specific policy measures aimed at promoting economic growth and developing the cultural and tourism industries by 2025 [1] Group 1: Cultural and Tourism Industry Development - The policy measures include a three-year action plan for building key cultural and tourism industry chains, focusing on the high-quality development of the Yellow River Ancient Capital tourism area [1] - Initiatives to enhance tourism infrastructure include improving boutique tourism road facilities and fostering industrial tourism bases, as well as creating new business models like "B&B+" [1] - Promotional activities such as the "Four Seasons Henan" campaign and various discounts on tickets for A-level tourist attractions and cultural venues are planned to attract visitors [1] Group 2: Consumer Activity Stimulation - The government aims to stimulate consumer activity through summer and autumn promotional campaigns, including the distribution of consumption vouchers in sectors like dining, tourism, accommodation, and retail [1] - The second batch of provincial-level night economy gathering areas will be recognized, and the experience of a 15-minute convenient living circle will be replicated and promoted [1] - Development of the silver economy through the establishment of industrial parks and high-quality outdoor sports destinations is also part of the policy measures [1]

活动中，姑苏区详细解读民营中小微企业融资会诊帮扶机制，通过建立"政府牵头、银行对接、企 业配合、部门联动"机制，对符合帮扶条件的企业，对照规范要求，分层级开展会商，按照市场化、法 治化原则，出具"诊治处方"，为企业纾困解难。 活动现场还启动"光影苏韵 数币启程"文旅硬钱包项目，充分发挥金融、文旅产业的协同效应，计 划将数字人民币与文旅场景深度融合，打造"跟着电影游姑苏"全新体验。 昨天（8月13日），"数智古城 金链赋能"产业联盟合作启动仪式在华贸中心举行，通过金融科技赋 能古城创新。现场，姑苏区"1840"产业联盟合作正式启动。 此次活动由姑苏区政府与工商银行道前支行联合主办。工商银行道前支行发布"数智古城 金链赋 能"综合金融服务方案，宣讲信贷支持路径，更重点针对姑苏区"1840"产业体系的银发经济、科技创 新、商贸服务、新能源低碳、数字经济、人工智能、城市更新、文旅融合八大领域，精准提供信贷支 持。现场，工商银行道前支行揭牌"才聚姑苏"工银伙伴行服务点，向八大领域代表企业进行贷款授信， 以更便捷的金融服务，为人才创新创业、企业发展升级提供全方位支持。现场签约授信总额达1500亿 元。 ...

Core Insights - The event "Smart Elderly Care - Haidian Elderly Care Intelligence Plan Exhibition and Exchange Conference" was held to facilitate dialogue between technology companies and community needs in elderly care [1] - Haidian District's "Intelligence Plan" aims to integrate technology, academia, industry, and experts to enhance cooperation and meet the demands of elderly care [1][2] - The application of embodied intelligence in elderly care is highlighted, showcasing its potential in daily care, health monitoring, and social interaction [2] Group 1 - The event introduced a supply-demand dialogue segment focusing on four application scenarios: smart home companionship, intelligent institutional elderly care, elderly mental health, and intelligent assisted care [2] - Various representatives from community and institutions shared successful experiences and explorations in the field of technology-enabled elderly care [1][2] - The event featured three exhibition areas: adaptive aids, smart elderly care, and opportunities for the elderly, showcasing technology products and handmade crafts by community volunteers [3] Group 2 - Haidian District is leveraging its technological resources to build a smart elderly care service system, aiming for high-quality development in elderly services [3] - The district is focused on creating a collaborative framework to promote technology-driven elderly care solutions and foster a senior-friendly society [3]

Group 1 - The core idea of the articles revolves around the transformation of the elderly consumer market, highlighting a shift from basic survival consumption to a focus on personalized, self-satisfying experiences, termed "悦己银发" [1][2][49] - The emergence of retirement clubs catering to the elderly's new social and entertainment needs, offering activities like DJing, dancing, and games, indicates a significant market opportunity [4][5][49] - The trend of "情怀消费" (emotional consumption) is exemplified by the growing interest of the elderly in attending concerts, such as those of the artist 刀郎, which serve as a nostalgic experience and a way to connect with their past [25][49] Group 2 - Four new consumption trends for the elderly have been identified: social clubs beyond traditional activities, emotional consumption through concert tickets, tailored fitness products for the elderly, and beauty services aimed at enhancing their appearance [2][31][49] - The business models of retirement clubs vary, with some operating on a membership basis and others offering pay-per-activity options, reflecting the diverse preferences of the elderly [6][8] - The beauty industry is responding to the elderly's desire to maintain their appearance, with brands launching products specifically designed for older consumers, indicating a growing market segment [35][36][49]

Core Insights - The current economic situation in China is characterized by anxiety and pessimism despite a 5% economic growth, as highlighted by the vice president of the China Economic System Reform Research Association, Fan Gang [1] Group 1: Economic Conditions - China's economy is facing a significant issue of insufficient demand, with consumer spending accounting for approximately 65% of GDP, but only 40% when excluding government consumption [3] - Compared to the U.S. at 80% and other developing countries like India at 60-70%, China's resident consumption is notably low, indicating a serious demand deficiency [3] Group 2: Consumer Behavior - Individual consumption is primarily determined by income, particularly disposable income; lower disposable income leads to reduced consumption [5] - The "silver economy," referring to the elderly population, has emerged as a significant consumer group, with their participation in social security contributing to increased consumption [5] Group 3: Future Growth Potential - There is an oversupply in physical goods consumption, while service consumption, especially in healthcare, wellness, entertainment, fashion, and tourism, remains underdeveloped and presents growth opportunities [6] - The Chinese government has initiated measures to stimulate consumption, viewing it as a strategic macroeconomic decision, which includes subsidies for enterprises and supply-side support [6] - Despite current challenges, China's economic development is still in its early stages, with substantial growth potential if appropriate policies are implemented [6]

Group 1 - The core viewpoint of the article highlights the emergence of the "silver economy" as a response to the aging population, with shopping malls adapting their services to cater to elderly consumers [1][21] - Malls are transforming previously underutilized spaces into vibrant areas for seniors, such as KTVs and dining options, which are now bustling with elderly patrons during off-peak hours [4][20] - The increase in elderly visitors has led to a significant rise in usage rates of facilities, with KTV room occupancy rising from 30% to 70% during weekdays [6][20] Group 2 - Shopping malls are implementing innovative strategies like "off-peak packages" and loyalty programs to attract elderly customers, resulting in increased foot traffic and sales [9][21] - The introduction of "senior-friendly" policies and facilities, such as wheelchair access and digital assistance, reflects a shift towards respecting and valuing elderly consumers [12][13] - The elderly demographic is actively engaging in social activities and learning opportunities, indicating a desire for community and self-improvement rather than merely seeking discounts [15][24] Group 3 - The article emphasizes that the aging population presents not just challenges but also significant opportunities for businesses to tap into a diverse and economically capable consumer base [21][24] - Malls are evolving from traditional retail spaces to community hubs that offer social interaction, educational programs, and entertainment tailored for seniors [24] - The growing trend of elderly consumers participating in new experiences, such as VR gaming and digital content creation, showcases their willingness to embrace modern technology and social engagement [19][20]

Core Viewpoint - Companies relying solely on traffic-driven models tend to be short-lived, emphasizing the necessity of good products and competitive pricing for long-term success [2][3][4][5]. Group 1: Market Opportunities - In the next 5-10 years, there are three significant market opportunities in China: the aging population, pet ownership, and the chain retail model [7][8][9][10]. - The annual increase of 20 million retirees presents a lucrative market for the silver economy, as this demographic has disposable income and time to spend [8]. - The pet ownership trend indicates that households are increasingly treating pets as family members, leading to substantial monthly expenditures [9]. - The chain retail model in China has considerable room for growth, as its current penetration is significantly lower than in the US, Japan, and Hong Kong [11][12]. Group 2: Learning from Japan - A study trip to Japan is planned to explore how the silver economy has influenced product models and to analyze successful companies like Muji, 7-Eleven, and Shiseido [13][14]. - The Japanese market serves as a "future laboratory" for Chinese consumer brands, providing insights into consumer evolution over the next decade [18]. Group 3: Key Insights from Japanese Brands - Japanese brands thrive on three core principles: supply chain-driven private label (PB) products, continuous iteration of key products, and defining lifestyles that resonate emotionally with consumers [19]. - Companies like Kobe Bussan leverage a robust supply chain to create PB products, achieving significant scale and efficiency [20]. - The focus on single, high-demand products allows brands like Kikkoman to evolve from merely producing soy sauce to creating a cultural identity around it [20]. - Brands like Shiseido utilize a tiered approach to product offerings, catering to both high-end and cost-sensitive consumers [20]. Group 4: Event Details - The event will feature prominent figures in the consumer sector, including Zhu Xiaohu, who has led early investments in various successful startups [21]. - Participants will engage in discussions and visits to key Japanese companies to understand their strategies and operational models [22][23][24][25][26].