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银发经济遇上情绪经济I中老年人的线上兴趣班,吸引资本入局
Nan Fang Du Shi Bao· 2025-06-16 08:33
Core Insights - The article discusses the rise of emotional consumption among the elderly population in China, particularly focusing on online interest education as a growing market segment driven by the increasing number of retirees and their willingness to spend on personal development and hobbies [1][10][11]. Group 1: Market Overview - The elderly population in China exceeds 200 million, with a significant portion engaging in online learning, particularly women who make up 64% of this demographic [3][14]. - The average disposable income for this group is approximately 5,119.6 yuan per month, indicating a strong purchasing power for educational services [14]. - The online education market for the elderly is projected to grow at a rate of 34% annually, with the market size expected to increase from 28 billion yuan in 2022 to 120.9 billion yuan by 2027 [21]. Group 2: Investment and Capital Influx - Major investments from companies like Tencent and various venture capital firms have entered the silver education sector, attracted by the potential of the aging population and the relatively untapped market for online education [10][24]. - The emergence of a "new silver generation" of retirees, characterized by their wealth and leisure time, presents a significant opportunity for businesses targeting this demographic [11][13]. Group 3: Consumer Behavior and Preferences - Many elderly individuals are pursuing online courses to fulfill lifelong dreams and interests, with platforms offering a variety of subjects from music to yoga [5][6]. - The preference for online learning is driven by the convenience of recorded classes, allowing for repeated viewing and better retention of information [6][8]. - Emotional support and social interaction are also key factors, as many elderly learners find companionship and purpose through these online classes [8][10]. Group 4: Challenges and Industry Standards - Despite the growth, there are concerns regarding the quality and pricing of online courses, with some elderly consumers facing high costs and potential scams [29][30]. - Experts suggest the need for industry standards and regulations to ensure the quality of services and protect consumers from misleading practices [28][30].