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]

快手新银发人群丨洞察报告 核心摘要： 随着 45岁以上群体从2 020 年的 4.6亿增至2 023 年的 6.6亿，以"活力、价值、得劲"为核心特征的"新 银发人群"已崛起成为消费市场的重要引擎。他们的需求也推动我国银发经济从"基础养老"向"品质生活"加 速跃迁。 在此背景下，艾瑞咨询联合快手磁力引擎发布《 2025快手新银发人群洞察报告》。洞察揭示，在政策、技 术、经济的共同驱动下，随着该群体自我意识的深化，其消费需求正从满足'可用'的基础层面向追求'心 安'的品质层面升级。这一深刻变迁，与快手平台的内容与电商生态高度契合，从而充分激发了新银发人群 的消费潜力。 不同于传统认知中 "数字弱势群体"的形象，新银发人群正主动拥抱线上生活。根据艾瑞 UserTracker平台2 025 年 1 -7 月数据追踪显示，在 快手主版（即 "快手"官方主 APP ，不含极速 版、概念版、海外版；下同） ， 4 5 岁以上用户占比约 25% ，规模超 1亿，且充分覆盖各个城市 等级，并且消费力分布均衡，超六成用户具备中高消费力。更关键的是，新银发人群在快手的单日 使用时长较全站均值高出2 .1min ， TGI指数显著 ...

快手新银发人群 丨洞察报告 核心摘要： 随着 45岁以上群体从2 020 年的 4.6亿增至2 023 年的 6.6亿，以"活力、价值、得劲"为核心特征的"新银发人群"已崛起成为消费市场的重要引擎。他们的需求也 推动我国银发经济从"基础养老"向"品质生活"加速跃迁。 在此背景下，艾瑞咨询联合快手磁力引擎发布《 2025快手新银发人群洞察报告》。洞察揭示，在政策、技术、经济的共同驱动下，随着该群体自我意识的深化，其 消费需求正从满足'可用'的基础层面向追求'心安'的品质层面升级。这一深刻变迁，与快手平台的内容与电商生态高度契合，从而充分激发了新银发人群的消费潜 力。 本白皮书通过对行业趋势、人群画像与生态优势的全面解构，深度聚焦快手主版超 1亿新银发人群，详细分析其群体特征与消费习惯；并结合典型商家案例，系统梳 理经营方法论，旨在为品牌及商家方提供一张把握新银发经济机遇、撬动未来增长的战略路线图。 新银发力量定义：活力绽放、价值彰显、"得劲"生活 新银发力量以45岁以上人群为核心，围绕"健康自护+兴趣自洽+价值自立"塑造全新消费新生态，展现出"活力、价值、'得劲'"的群体共性特征，打破 了传统银发群体刻板印象， ...

快手新银发人群丨洞察报告 核心摘要： 随着 45岁以上群体从2 020 年的 4.6亿增至2 023 年的 6.6亿，以"活力、价值、得劲"为核心特征的"新 银发人群"已崛起成为消费市场的重要引擎。他们的需求也推动我国银发经济从"基础养老"向"品质生活"加 速跃迁。 在此背景下，艾瑞咨询联合快手磁力引擎发布《 2025快手新银发人群洞察报告》。洞察揭示，在政策、技 术、经济的共同驱动下，随着该群体自我意识的深化，其消费需求正从满足'可用'的基础层面向追求'心 安'的品质层面升级。这一深刻变迁，与快手平台的内容与电商生态高度契合，从而充分激发了新银发人群 的消费潜力。 本白皮书通过对行业趋势、人群画像与生态优势的全面解构，深度聚焦快手主版超 1亿新银发人群，详细分 析其群体特征与消费习惯；并结合典型商家案例，系统梳理经营方法论，旨在为品牌及商家方提供一张把握 新银发经济机遇、撬动未来增长的战略路线图。 行业趋势： 新银发市场规模与潜力爆发，政策技术双轮驱动 45岁以上新银发人群规模占比攀升，人口红利持续释放 公开资料显示， 2023 年我国 45岁以上人口消费规模已超1 4万 亿，消费比例逐年提升。随着 "银发 ...

快手新银发人群 丨洞察报告 核心摘要： 随着 45岁以上群体从2 020 年的 4.6亿增至2 023 年的 6.6亿，以"活力、价值、得劲"为核心特征的"新银发人群"已崛起成为消费市场的重要引擎。他们的需求也 推动我国银发经济从"基础养老"向"品质生活"加速跃迁。 在此背景下，艾瑞咨询联合快手磁力引擎发布《 2025快手新银发人群洞察报告》。洞察揭示，在政策、技术、经济的共同驱动下，随着该群体自我意识的深化，其 消费需求正从满足'可用'的基础层面向追求'心安'的品质层面升级。这一深刻变迁，与快手平台的内容与电商生态高度契合，从而充分激发了新银发人群的消费潜 力。 本白皮书通过对行业趋势、人群画像与生态优势的全面解构，深度聚焦快手主版超 1亿新银发人群，详细分析其群体特征与消费习惯；并结合典型商家案例，系统梳 理经营方法论，旨在为品牌及商家方提供一张把握新银发经济机遇、撬动未来增长的战略路线图。 新银发力量定义：活力绽放、价值彰显、"得劲"生活 新银发力量以45岁以上人群为核心，围绕"健康自护+兴趣自洽+价值自立"塑造全新消费新生态，展现出"活力、价值、'得劲'"的群体共性特征，打破 了传统银发群体刻板印象， ...

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][2] - 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 comfort, aligning well with Kuaishou's content and e-commerce ecosystem [1][2] Industry Trends - The consumption scale of the 45 and above demographic in China has exceeded 14 trillion yuan in 2023, with a continuous increase in consumption proportion [2] - Policies such as the "Silver Economy 26 Articles" and an increase in average life expectancy to 79 years are driving the expansion of the new silver-haired market, making it a key force in boosting domestic demand [2] Digital Empowerment - Digital platforms like Kuaishou are becoming central to the lifestyle consumption of the new silver-haired population, which is 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][10] - 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 basic consumption [10] Core Consumption Scenes - Health, travel, and fashion are identified as the three core scenes for the new silver-haired population's "comfortable" lifestyle, with a shift from basic functionality to quality experience [11][13][15] - 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] Kuaishou's Ecological Advantages - Kuaishou leverages diverse content formats like short videos and live streaming to engage the new silver-haired population, with 90% actively searching for short dramas and 80% regularly engaging in live streams [20] - Trust is a significant factor 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] Future Trends - The market is expected to evolve towards a focus on comfort, ease, and satisfaction, with products transitioning from "age-appropriate" to "enjoyable" experiences [24][25] - Services are expanding from single offerings to multi-faceted ecosystems, integrating health, travel, and home services to create a seamless experience for users [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]

Core Insights - The new silver-haired demographic, aged 45 and above, is actively engaging with digital platforms, reshaping their consumption patterns and lifestyle choices, thus driving significant market opportunities in the silver economy [1][2][6]. Group 1: Market Overview - The silver economy in China has surpassed 14 trillion yuan, indicating a robust market driven by this demographic's wealth accumulation and leisure time [1][2]. - The new silver-haired group is characterized by a stable income and a shift towards quality consumption, moving from basic elder care to a focus on quality living [2][11]. Group 2: Policy and Economic Factors - Recent policies, such as the "Opinions on Developing the Silver Economy," have laid a foundation for the growth of the silver economy, emphasizing both the aging economy and pre-aging preparations [2]. - The continuous increase in disposable income among residents, particularly those over 45, supports the transition to higher-quality consumption [2]. Group 3: Digital Transformation - Digital technology is significantly transforming the lifestyle of older adults, with initiatives aimed at making technology more accessible to them [3]. - A report indicates that 74% of the new silver-haired group prioritize health, while 62% focus on personal interests, reflecting a shift in their core motivations [3]. Group 4: Consumer Behavior - The new silver-haired demographic exhibits a cautious yet open approach to consumption, showing a willingness to try new products but requiring strong justification [10]. - Trust in e-commerce ecosystems is crucial for alleviating their consumption concerns, with 40% of the "pragmatic" consumers preferring to purchase after viewing live streams or short videos [10]. Group 5: Emerging Market Segments - The new silver-haired group is driving growth in sectors such as health and wellness, travel, and fashion, characterized by a demand for products that balance quality and emotional value [11][12]. - Key opportunities exist in health maintenance, leisure travel, fashion, home improvement, and educational content, with a focus on safety, convenience, and user-friendly designs [12]. Group 6: Brand Strategies - Brands are encouraged to transition from traditional advertising to providing "self-pleasing" lifestyle solutions, as evidenced by successful case studies in the health and beauty sectors [13]. - The influence of the new silver-haired group extends beyond individual consumption to family decision-making, creating broader market opportunities [13].

Core Insights - The report reveals the emergence of the "new silver-haired" demographic, defined as individuals aged 45 and above, who are reshaping a trillion-dollar consumer market with a focus on a lifestyle philosophy termed "得劲" [1][2] Group 1: Demographic Characteristics - The new silver-haired group is characterized by a youthful mindset, emphasizing health, personal interests, and self-reliance, breaking traditional stereotypes associated with older adults [2][3] - This demographic is transitioning from being "family contributors" to "life managers," with 74% prioritizing health reserves and 62% actively pursuing personal interests [2][3] Group 2: Consumer Segmentation - The new silver-haired population is categorized into four distinct groups: Practical, Vitality, Composed, and Zen, each creating their unique "得劲 life" [2][3] - The Practical group focuses on family responsibilities and rational consumption, while the Vitality group seeks enjoyment through social interactions and self-investment [3] Group 3: Consumption Trends - The new silver-haired demographic is increasingly concerned with content attraction, decision safety, cost-effectiveness, and quality experience in their purchasing decisions [4] - Key consumption categories include health and wellness, travel and leisure, fashion, home improvement, interest-based learning, and technology, indicating high potential market segments [4][6] Group 4: Market Potential - The health and wellness sector is identified as the most urgent demand area, with 50.1% of users frequently engaging with health-related content [6] - The overall silver-haired economy in China exceeds 14 trillion yuan, showcasing significant market value and influence within family consumption dynamics [3][6] Group 5: Digital Engagement - Kuaishou has established a robust online community for the new silver-haired demographic, with over 100 million users aged 45 and above, representing about 25% of total users [7] - The platform's users exhibit high engagement, with nearly 70% using Kuaishou for over 22 days a month, indicating strong user retention [7] Group 6: Brand Opportunities - Brands are increasingly targeting the new silver-haired demographic through tailored content and products, with notable success stories highlighting significant sales growth [9][11] - Kuaishou facilitates a commercial ecosystem that transforms advertising from a disruption into a solution, enhancing consumer engagement and investment in lifestyle [9][11]

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 elder care to a focus on quality of life [1][4] - The report by iResearch and Kuaishou highlights 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][4] Group 1: Demographic Characteristics - The new silver-haired population is characterized by "vitality, value, and a fulfilling life," breaking traditional stereotypes and creating an economic system that balances family responsibilities with self-actualization [2][4] - Kuaishou identifies four typical user groups within this demographic: Practical, Vitality, Calm, and Zen, each exhibiting unique consumption behaviors and attitudes [2][3] Group 2: Market Size and Growth Potential - The population aged 45 and above has increased its market share from 42.2% to 44.7% between 2019 and 2023, indicating a significant market opportunity worth over 14 trillion yuan, with expectations to expand to 20 trillion yuan due to policy support [4][6] - Kuaishou's platform has over 400 million daily active users, with approximately 25% belonging to the new silver-haired demographic, showcasing a solid user base with high engagement [6][8] Group 3: Consumption Trends and 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][38] - Key consumption categories include health and wellness products, travel and leisure experiences, fashion, home improvement, and educational entertainment, reflecting a diverse range of interests [13][14] Group 4: Kuaishou's Strategic Adaptation - Kuaishou's content e-commerce ecosystem is tailored 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 approach includes enhancing user trust through safety features, personalized content, and community engagement, which are crucial for driving consumption among this demographic [25][30] Group 5: Future Trends - The consumption mindset of the new silver-haired population is transitioning from survival needs to quality and self-satisfaction, with a focus on product quality, brand value, and emotional attachment [38][41] - The emergence of an "all-family" consumption model indicates that purchasing decisions are increasingly influenced by multiple family members, expanding the scope of consumption beyond individual needs [41][44]

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 comfort, aligning well with Kuaishou's content and e-commerce ecosystem [1][2] Industry Trends - The consumption scale of the 45 and above demographic in China has exceeded 14 trillion yuan in 2023, with a continuous increase in consumption proportion [2] - Policies such as the "Silver Economy 26 Articles" and an increase in average life expectancy to 79 years are driving the expansion of the new silver-haired market, making it a key force in boosting domestic demand [2] Digital Empowerment - Digital platforms like Kuaishou are becoming central to the lifestyle consumption of the new silver-haired population, which is 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][10] - 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 basic consumption [10] Core Consumption Scenes - Health, travel, and fashion are identified as the three core scenes for the new silver-haired population's "comfortable" lifestyle, with a shift from basic functionality to quality experience [11][13][15][18] Kuaishou's Ecological Advantages - Kuaishou leverages a diverse content ecosystem, including short videos and live streaming, to meet the varied needs of the new silver-haired population [20][21] - The platform's trust mechanisms, such as official certifications and user reviews, help alleviate consumer concerns [21][28] Future Trends - The market is expected to evolve towards "comfort, ease, and satisfaction," with products and services increasingly focusing on user experience [24][25][26] - A multi-dimensional trust system is being established to ensure consumer confidence, addressing concerns about product authenticity and service reliability [27][28] Conclusion - The pursuit of a "comfortable" lifestyle is driving the transformation of the silver economy from survival to quality living, with Kuaishou playing a pivotal role in this transition by creating a comprehensive ecosystem that meets the needs of the new silver-haired population [29]