With 249 million people, the corresponding consumption and service needs are huge.
The wind of the “silver hair economy” has been blowing for several years.
With the 60s and 70s, they will gradually enter the middle and old age, and new platforms and brands will usher in opportunities. This is a group of users who are familiar with the WeChat ecosystem, Tencent official data shows, As of September 2018, WeChat users aged 55 to 70 reached 61 million. Their spending power is not to be underestimated. There are data showing , the goods and services related to the elderly in 2015 accounted for 8% of GDP, about 4 One trillion yuan, but by 2050 it is likely to reach 1/3 of GDP .
There are still many new trends in this field worth exploring. The “Middle-aged Economy” topic will bring readers a more focused understanding and thinking in the form of early projects, case studies, and industry trends.
Looking for new people, new needs, and new traffic, this is a constant proposition for consumer entrepreneurship. This is also why, In the absence of an investment theme in 2019, sinking, Z generation, his economy, and middle-aged and old people began to become the focus.
How big is the middle-aged market? According to the latest official data of the old age office, China’s elderly population over 60 years old has reached 2.49 Billion, the proportion has reached 17.9% – if compared with the most famous and old-aged country in the elderly economy, According to the latest data from the Ministry of Internal Affairs and Communications of Japan, the population over 65 years old in Japan is about 3588. 10,000, accounting for 28.4%; and its population over 60 is about 43 million in 2018.
249 million people, the corresponding consumer and service needs are huge, and even a trillion-dollar market: National Working Committee on Ageing has predicted, between 2014 and 2050, The consumption potential of the elderly population in China will be around 4 trillion It has grown to around 106 trillion , and its share of GDP will increase from around 8% to around 33%. It is the country with the greatest potential in the global aging industry.
More and more people regard middle-aged and old people as “new blue sea”, sweet beans that ran out in the era of square dance entrepreneurship Has accumulated a total of 100 million US dollars, WeChat small program with fire and the sugar beans have also received more than 100 million financing, some of the projects that were not known last year can be “expanded by investment institutions”. However, there are only a lot of sights and few shots, and there are only a handful of financings announced. Many investors are complaining that they have not seen good targets.
How can I find the next jelly bean and the next beauty? I hope that from the two aspects of life consumption and medical health, I will sort out the current middle-aged and old-age market and hope to be helpful to readers who are concerned about the silver-haired economy. This article focuses on consumer spending. Judging from the innovation trends in recent years, WeChat ecosystem, offline formats, new traffic patterns and new products are our main optimistic directions. (PS: The article can carry limited content, the companies mentioned have attached corresponding detailed report links, you can click to understand)
In addition, in order to better understand the middle-aged and elderly population and the trillion-dollar economy market, Pro invited 6 guests from the industry research institute Ageove, which focuses on the elderly business innovation, from < Strong>In the perspective of industry practitioners, observers and investors, will there be a new platform-type opportunity for the market of middle-aged and elderly people?
Salon will be in SeptemberIt will be held in Beijing on the 21st (Saturday) afternoon. Details and registration link are at the end of the article. Welcome everyone to join~
WeChat Eco
From the perspective of the living habits of the middle-aged and elderly people, the silver-haired economy is undoubtedly a heavy line and a heavy service.
But it will come in 2020, and 60 will soon be 60 years old. They are also very familiar with the Internet. The frequency of use of WeChat is already very high. According to Tencent official data display,as of September 2018< /a>, WeChat users aged 55 to 70 reached 61 million. Analysis How to change the silver hair economy through WeChat apple program, think that content information, tools, gamesThe order is likely to enjoy the first wave of traffic dividends.
From QuestMobile’s small program 2019 semi-annual report, the small programs favored by the old people of Yinfa are mainly based on utility tools, video music, news information, and basically verify our judgment.
Image from QuestMobile applet 2019 semi-annual report< /p>
According to the founder of the old-age Internet platform Lao Lai.com, among the middle-aged and elderly population, the mobile application with the highest penetration rate is WeChat, followed by today’s headlines. Compared with the youth market, the promotion cost of App in the elderly is very high. Even if it is downloaded, it is difficult to retain and reuse.
Therefore, there are many good opportunities in WeChat ecosystem, Middle-aged entrepreneurs must also take advantage of WeChat ecosystem. For example, although starting from the Square Dance App, Sugar Bean has also launched its own small program “Sugar Bean Video”. For example, the entrepreneurs of the old university that we have contacted also emphasize the use of customer service accounts and WeChat groups to do user operations, which can be understood as “private domain traffic operations” among the elderly.
Overall, startups within WeChat Ecology are mainly concentrated in three directions:
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Tools & Communities
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Sweet Beans: Square Dance App Starts, the small program “Sugar Bean Video” mainly includes video content and album production functions, and also withdraws from the sugar bean daily smile, the jelly bean love life, the jelly bean read essay, etc. Multiple small programs that reach more users and have the effect of draining the app. The company was established in 2015 with a total financing of more than $100 million.
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Beautiful: Mobile graphic editing tools, while precipitating UGC content and building a content community. Launched in 2015, according to reports in 2018, has a total of 77 million users, including small programs 40 million users, the app activates 37 million users. 2018 round B financing over 100 million.
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Small Rice Cake: Start with the WeChat public account and then launch the small program in early 2017. Users can quickly create photo albums through templates, with a total of more than 200 million users. It is also through the rapid dissemination of middle-aged and old-age content within the group. According to reports, the proportion of middle-aged and old-age users has exceeded 80%. Complete C round of financing in 2018 The amount was not disclosed.
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Bill Circle Video: Launched in May 2018, initially positioned video tools to solve the problem of WeChat users watching and sharing issues, and then build a video content community. It is reported that has accumulated 200 million users in 15 months, more than half of which Middle-aged group. Angel round financing has been completed.
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E-commerce class
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Female