Investment Rating - The report does not explicitly provide an investment rating for the industry. Core Insights - The integration of China's aging population with the digital economy is creating a significant shift in elderly e-commerce consumption, driven by intergenerational digital reverse nurturing, which enhances elderly digital skills and trust in e-commerce [1][3]. - The elderly face challenges such as digital operation obstacles, mismatched platform designs, and weak risk prevention capabilities, which hinder their participation in e-commerce [3][5]. - Intergenerational digital reverse nurturing is identified as an effective strategy to bridge the digital divide and unlock the consumption potential of the elderly, suggesting a need for improved quality assessment systems for this nurturing process [3][26]. Summary by Sections Introduction - The aging population in China is rapidly increasing, with 264 million individuals aged 60 and above, projected to exceed 400 million by 2035, representing over 30% of the total population [4]. - The silver economy is currently valued at approximately 7 trillion yuan, expected to reach 30 trillion yuan by 2035, highlighting the growing consumption potential of the elderly [4]. Literature Review and Theoretical Framework - The consumption behavior of the elderly is influenced by factors such as retirement, social security, and interpersonal relationships, which affect their digital capabilities and consumption patterns [6][7]. - Digital reverse nurturing is characterized as a dynamic process of intergenerational digital capital transfer, evolving from basic skill transfer to deeper cognitive understanding [8][9]. External Impact Mechanism of Digital Reverse Nurturing on Elderly E-Commerce Consumption - Digital reverse nurturing positively influences the perceived usefulness and ease of use of e-commerce platforms for the elderly, facilitating their digital learning process [12]. - The elderly's perception of e-commerce platforms improves through intergenerational knowledge transfer, enhancing their decision-making capabilities [13][14]. Current Status and Challenges of Elderly Consumers in E-Commerce - The elderly consumer market is expanding, with projections indicating that the silver economy could reach 60 trillion yuan by 2050, becoming a crucial pillar of national economic development [17]. - However, challenges such as low digital literacy and inadequate platform design hinder deeper participation in e-commerce [18][19]. Strategies and Recommendations - Families should adopt a dual-driven model of "skill transfer + emotional support" to assist elderly individuals in using e-commerce platforms effectively [21][22]. - Social initiatives should focus on creating a collaborative network that includes policy support and community-driven digital skills training [23]. - E-commerce platforms need to enhance their services by integrating features that support elderly users, such as simplified interfaces and risk alert systems [24]. - Intergenerational collaboration should be promoted through community activities and educational programs to foster a supportive environment for elderly consumers [25].