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 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: Demographic 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] - Kuaishou has identified four typical user groups within this demographic: Practical, Vitality, Composed, and Zen, each exhibiting unique consumption behaviors and attitudes [2] Group 2: Market Size and Growth - The population aged 45 and above has steadily increased, with their proportion rising from 42.2% to 44.7% from 2019 to 2023, indicating a significant market opportunity worth over 14 trillion yuan, with expectations to expand towards 20 trillion yuan due to policy support [4] - Kuaishou's platform has over 4 billion daily active users, with approximately 25% belonging to the new silver-haired demographic, showcasing their strong engagement and consumption potential [6] Group 3: Consumption Preferences - The new silver-haired population prioritizes health and personal interests, 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 interests and needs [13] Group 4: Consumption Trends - The consumption mindset is transitioning from "survival needs" to "quality self-enjoyment," with a focus on product quality, brand value, and emotional attachment, moving beyond mere price considerations [38] - The "she economy" is evolving into a "she + he + it" economy, where consumption decisions often involve multiple family members, indicating a trend towards comprehensive family solutions [41] Group 5: Strategic Opportunities - Kuaishou's content-driven e-commerce ecosystem is well-suited to meet the values and needs of the new silver-haired population, emphasizing practical knowledge, interest-based content, and skill learning [8][28] - The platform's operational strategy focuses on building trust through user engagement, simplifying merchant onboarding, and creating a seamless connection between content and commerce to enhance user retention and satisfaction [30][22]