调查显示，"中老年牛奶粉"成送长辈礼品首选；膳食纤维/果蔬纤维素、项链饰品销量环比暴增。消费 者为长辈选购年礼已告别单一化、形式化，呈现出四大鲜明新特征。 "送长辈"成春节前送礼搜索热词 曾几何时，脑白金凭借"今年过节不收礼，收礼只收脑白金"的经典广告词火遍大街小巷。在网络尚未普 及、物质供给相对有限的年代，这款产品成为一代人孝敬长辈的标志性礼品，也定格了一个时代的年礼 记忆。 如今，年货市场早已琳琅满目，但百善孝为先的传统理念始终未变，为长辈置办年礼，依旧是春节消费 中不可或缺的重要环节。 作为中华民族最重要的传统节日，春节期间消费送礼更为普遍。根据京东消费及产业发展研究院的调 查，春节是全年"送长辈"关键词搜索量最高的节日，占比近八成，达78%。这意味着，在春节前搜索送 礼相关关键词的消费者中，每10个人就有约8个人搜索了"送长辈"。 上述研究院向5000名消费者发起的"2026年货节消费调研"显示，超半数消费者表示腊八节后年味渐浓， 逐步开始购置年货，购置周期大约15至20天。年货清单上，位列前三的分别是：天南地北的吃喝年货、 送给长辈亲朋的年礼、给自己的年终奖励。 "中老年牛奶粉"成送长辈首选 从年货 ...

Core Insights - The elderly population in China is increasingly engaging with mobile internet, with over 300 million users aged 50 and above, averaging 160 hours of usage per month, indicating a significant market opportunity for businesses targeting this demographic [1] Group 1: Market Trends - The launch of the live streaming channel "All Parents' Happy Home" by Meiwang on May 5 focuses on the needs of the elderly, offering a product matrix that includes traditional health supplements and modern assistive technology [4] - The live streaming model is reshaping consumption habits among the elderly, providing an immersive experience that aligns with their preferences for real-time interaction and detailed product information [4] Group 2: Product Offerings - The product offerings in the live streaming channel include health supplements like royal jelly and modern products such as smart massagers and non-slip shoes, catering to the diverse needs of older consumers [4] - The channel has partnered with over 200 brands to curate content around themes like holiday gifts, clothing, and food, enhancing its appeal to the target audience [4] Group 3: User Experience Enhancements - The live streaming channel has undergone "age-friendly" modifications, including slower speech from hosts, larger font sizes, and eye care reminders, to better serve elderly users [5] - The selection of hosts and models aged 40 and above, with the oldest being 68, aims to create a relatable shopping experience for older consumers [5]