Core Insights - The article highlights the growing trend of refined consumption among middle-aged and elderly consumers in China, as evidenced by the success of the live streaming channel "All Parents' Happy Home" launched by Meiwang during the 618 shopping festival [1][3] - The channel has rapidly gained popularity, attracting 370,000 followers and over 20 million views since its launch, indicating a significant market opportunity for products tailored to older demographics [1][3] Group 1: Market Trends - The live streaming channel targets the diverse consumption needs of the elderly, offering a wide range of products including pearl jewelry, trendy clothing, sun-protective shirts, and travel packages [1][3] - The channel's launch coincided with a notable increase in the visibility of elderly consumers engaging with modern cultural trends, influencing both their peers and younger generations in gift selection and purchasing [3] Group 2: Product Offering and Quality Assurance - Meiwang's "All Parents' Happy Home" live streaming channel emphasizes a comprehensive selection of products while addressing the challenges of product quality and accessibility for older consumers [3][4] - The channel employs a "three selections, three inspections" quality control process and includes an elderly user experience officer to ensure products meet the specific needs of older consumers [7] Group 3: User Experience Enhancements - The live streaming format has been adapted for older audiences, featuring slower speech from hosts, larger text displays, and eye care reminders to enhance accessibility [7] - Models featured in the live streams are aged 36 and above, with the oldest being 70, to better represent and cater to the preferences of the elderly demographic [7] Group 4: Business Impact - The channel serves as a direct avenue for brands to reach elderly consumers, enhancing both GMV and brand recognition through targeted marketing [8] - Initial sales data indicates strong demand, with products like MMLG's casual wear selling out, demonstrating the potential for high customer loyalty and repeat purchases within this demographic [8]

Core Insights - The silver economy is attracting major live streaming platforms, with the launch of "All Parents' Happy Home" on Taobao Live, which garnered over 1.74 million views in just 4 hours [1] - The new generation of elderly consumers is shifting their spending habits towards quality and experience rather than just low prices, indicating a change in consumer behavior [1] - The live streaming room features middle-aged and elderly hosts who act as experience officers, promoting products tailored to the needs and preferences of older consumers [2] Industry Trends - The elderly population in China is projected to exceed 300 million by the end of 2024, with the "silver-haired" demographic increasing by an average of 12 million annually for those aged 40 and above [2] - The live streaming initiative has partnered with over 200 brands, focusing on various themes such as gifts, fashion, and food to enhance the shopping experience for older adults [2] - Products showcased include age-appropriate footwear and clothing that balance style and comfort, reflecting the evolving preferences of older consumers [2]

（文/霍东阳 编辑/张广凯） 银发经济热潮下，李佳琦也把目光从"所有女生"转向"所有爸妈"。 我国已经进入中度老龄化社会。截至 2024 年末，2024年末，我国60岁及以上人口突破3亿，达到31,031万人，占全国人口的22.0%；其中65岁及以上人口 22,023万人，占全国人口的15.6%。 在此背景下，银发经济正成为推动经济、社会和文化发展的新动能。根据《银发经济蓝皮书：中国银发经济发展报告（2024）》，目前我国银发经济规模在 7万亿元左右，预计到2035年有望达到30亿万元。 尽管主打老年人市场，但美腕仍然希望在选品上保持自身一贯的调性。美腕表示，"所有爸妈的幸福家"直播间旨在打破对银发群体消费能力的刻板印象。和 年轻人一样，银发群体的消费需求日益多元。 紧跟当下潮流，"所有爸妈的幸福家"直播间已推出多款适老产品，如采用轻量化鞋底与防滑纹理设计的适老款德训鞋，以及以 Mardi 为代表的宽松潮牌 T 恤 等。 "所有爸妈的幸福家"直播间负责人周涵透露，目前合作品牌已超200个，直播间将陆续聚焦节礼、美衣美时尚、美食美生活等主题开展策划。 针对银发群体，"所有爸妈的幸福家"直播间也作了全面的"适老化 ...