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]

以下文章来源于字母榜 ，作者薛亚萍 字母榜 . 让未来不止于大 作者： 薛亚萍 来源：字母榜 在一众大主播几乎"失声"的双11，董宇辉搞出了个大动静。 -------------------------------- 他搭建了一个双11"大卖场"，偌大的场馆内，沙发、床、冰箱等家纺家电产品依次摆放着，灯光架 起，摄像机就位。这是董宇辉为特地为双十一准备的直播现场。 连续三天，董宇辉在这里带货。 据第三方数据平台显示， 10月9日至11日， 与辉同行累计吸引近 7000万人次观看，卖出了超3亿元销售额 。 "才十月份，大家说怎么就双11了？"董宇辉对着镜头解释，" 平台节奏就是这样，各家也都这么跟 。"自10月9日抖音双11启动，董宇辉就进入连播三天的节奏。每一天，他的直播时间都比预告中 多出两到三小时，直到次日下播。 这与去年形成鲜明对比。去年双11大促刚开始时，董宇辉并不怎么在直播间，反而是忙于出差。根 据当时排班表显示，他在关键一周仅直播四小时，还错开两场双十一专场。 今年3月，在接受新浪采访时，董宇辉说要向李佳琦、罗永浩学习，"我得向他们学习，他们确实都 非常优秀。" 如今，董宇辉正在强化自己的带货和主 ...

在一众大主播几乎"失声"的双11，董宇辉搞出了个大动静。 他搭建了一个双11"大卖场"，偌大的场馆内，沙发、床、冰箱等家纺家电产品依次摆放着，灯光架起，摄像机就位。 这是董宇辉为特地为双十一准备的直播现场。 连续三天，董宇辉在这里带货。据飞瓜数据显示，10月9日至11日，与辉同行累计吸引近7000万人次观看，卖出了超3 亿元销售额。 "才十月份，大家说怎么就双11了？"董宇辉对着镜头解释，"平台节奏就是这样，各家也都这么跟。"自10月9日抖音双 11启动，董宇辉就进入连播三天的节奏。每一天，他的直播时间都比预告中多出两到三小时，直到次日下播。 1 和去年双十一相比，今年的董宇辉明显更专注和投入。 这与去年形成鲜明对比。去年双11大促刚开始时，董宇辉并不怎么在直播间，反而是忙于出差。根据当时排班表显 示，他在关键一周仅直播四小时，还错开两场双十一专场。 今年3月，在接受新浪采访时，董宇辉说要向李佳琦、罗永浩学习，"我得向他们学习，他们确实都非常优秀。" 如今，董宇辉正在强化自己的带货和主播人设。而董宇辉的学习对象李佳琦，却在这个双11显得有些冷清。 以往，李佳琦是双十一的绝对C位。就比如去年，李佳琦直播间下"红 ...