This article is the vice president of Changling Capital Investment and Investment, Mei Song, Beijing Aunt has a saying that the founder Bian Changyong, the love founder Lin Wei shared in the “Pro·WISE Salon”
Editor’s note: This article is Changling Capital Investment Investment Vice President Mei Song and Beijing Aunt have a saying that founder Bian Changyong and Ai Fengshang founder Lin Wei are at “Pro·WISE Salon” The sharing, edited and published, there are excerpts.
About guests
Messon, Vice President of Capital Investment, Changling, focuses on investment in the consumer and health sectors. Previously, Meisong worked in Jingwei China, focusing on investments in the Internet and consumer sectors, investing in head enterprises including Hungry, Delicious, and Fauvism.
Bian Changyong, former financial investigation reporter, Beijing aunt has a saying that the founder. Beijing Aunt has a saying that it is an early domestic short-term Internet video of the elderly. The audience is 50-70 years old, the number of users reaches 5 million, and the annual broadcast volume is 1 billion+. As a short video program created by Beijing’s Analects of the World under the umbrella of “Beijing Aunt”, it now covers health, rumors, sentiments, short-network and other areas, and is committed to becoming a member of the online and offline membership service system. TV station”. At present, it has obtained two rounds of investment from well-known investors and VC institutions.
Lin Wei, founder and CEO of Love Fashion. Love style has started from R&D and sales of square dance shoes. Up to now, it has sold more than 1 million pairs of square dance shoes, and established contact with 60,000 square dance leaders to build a middle-aged and old-age social e-commerce platform covering 2 million users. Try to use “live + short video” to bring the goods.
Messon: Silver Economy in the Perspective of Investment
From the perspective of population structure, China’s aging trend is very obvious, and the median age of the population is increasing. Before most of our entrepreneurship and investment, we still care about those who are educated or are working. The research on the living conditions of people after retirement is not enough. This is one reason why we should pay attention to the silver economy.
We have seen a lot of products and services in the market, First, everyone’s understanding of the elderly market is very broad, only look at those very old people, in fact, some three or four In cities with slow lines and slow pace of life, many people began to enter the retirement rhythm when they were 45 years old, and their lifestyles changed. But everyone tends to confuse and ignore many targeted segmentation opportunities. Second, everyone talks about the elderly market, mainly looking at medical care and old-age care, focus on consumption, less socialization, this is our focus.
Third, there are too few products and services for the elderly in the market, such as clothing, fabrics, materials, and patterns that older people want. Different, but few good brands; for example, we see that the growth of elderly cosmetics is very fast, and the elderly will also be affected by social media, and this demand is rapidly increasing. Fourth, there are few high-quality products and services for the elderly. Everyone generally feels that the elderly do not like spending money, have weak consumption, and like low-quality and low-priced products, but in fact, 60, 70 now. People in the post-age period have received a big dividend for reform and opening up, and their demand has been upgraded a lot. This is also the lack of market supply.
Entrepreneurs are still young people. It is not easy to get in touch with users and understand the characteristics of the elderly market. And it is difficult for us to use the Internet to find young people to do it, but to explore the business model of efficient offline access, sometimes the traditional way is more effective, whether it is TV, newspaper or other means, we must quickly find the elderly .
Bian Changyong: To be an online “old TV station” with an offline membership system
The middle-aged and old-age industry is neither optimistic nor pessimistic.
If you ask me last year, the answer may be neither pessimistic nor optimistic, and my judgment on the industry has changed a lot. I am not optimistic. I came in from 2015 and can fully feel the coldness of the industry. Everyone has a benchmark for Japan and Japan’s old-age economy. Many of them have a pension equivalent to 2-3 million yuan per month. The crowd is richer. Moreover, the industry is very deep in water. I have a media colleague who did the survey that year. The ideals changed to do business. The health care products earned 400 million yuan in less than one year. There is also a TV shopping company that earns more than 70 a year. Billion yuan.
But I am not pessimistic. The big trend is no problem. The crowd is huge, just need, and there are assets and money in hand. When we first entered the industry, we quickly gained huge traffic. In 2016 and 2017, we could achieve millions or even hundreds of millions of traffic. But in the second half of 2017, it was getting harder and we started to save costs. Explore slowly. Since the beginning of this year, the industry has clearlyIt has changed significantly. 80% of our users have online payment experience. Their learning ability is very strong, so we started to want to acquire more users. Our development is a parabola.
The core logic of the older industry is two things: health and loneliness. Beginning at the age of 60, people are closer to death, and their urgency for health is completely different from that of middle-aged people. After retirement, the connection with society has been cut off a lot, and it will be particularly lonely.
Everyone always said that the filial piety economy is not established. It is not feasible for children to spend money for their parents. Everyone’s willingness to pay, the first to the child, the second to the spouse, the third to the pet, the fourth to the parents, only to celebrate the parents during the Chinese New Year, so only the gift economy is established; the real well-being of the nursing home is also The old man spends his own money. But everyone should not believe in experience too much. Even with the experience I talked about today, the development of the elderly industry is changing too fast.
From our own point of view, The first question is whether the elderly are producers or consumers, and many old-age nets on the vibrato are all consumed by young people, but The consumers of Beijing Aunt has something to say is also the elderly. The second is that you can’t do it like a TV show. The third is that the habits of watching videos by the elderly are quite different from those of young people. For example, we all think that parents like to bring children. In fact, the elderly are the most annoying children. So we have to consider the needs of our elderly audience for our second-child program. Fourth, conclusions from individual perspectives are often wrong. The fifth is that it is wrong to change it.
Our goal is simple. Just do “ online “Older TV Station” with offline membership system. How to get this goal, first of all, we have done a lot of offline in the industry, but we didn’t catch the online traffic of the elderly. We believe that online is very important and must be done. . The second is the combination of online and offline, to do offline organization and deep into the community.
Lin Wei: Starting from the square dance,Grab the “new middle-aged and elderly”
Our crowds are from the square dance, the main force is 40-60 years old. I am also the president of the China Square Dance Association. Before that, I was a long-time sales company.
First of all, the square dance crowd is very large, and the number that the country once published is 120 million. The square dance crowd is a typical representative of the “new middle-aged and elderly” group, characterized by richness, love of health, and love of communication. To build trust with them, Love Fashion and Double Star have developed square dance shoes suitable for Chinese people’s foot style. The first step we made was to give square dance shoes to these square dance team leaders. After finding these captains, you can find 30 people in their team and you can find their friends in the horizontal direction. At present, we have found 4 million dance team captains.
In fact, now I am going to the square, singing, dancing, singing, catwalking, whip, and so on, and the age of the participating people is also going down. Many have no place to take the second child. Also came back to the square. Therefore, when we go to the “new middle-aged and elderly” fission, the core is actually the housewives, they are also the flow of the entire family, the parents, the grandson.
To serve them well, you must be human and understand their demands. This generation of middle-aged and older people are increasingly using the Internet, but most of them are growing up under the red brand. The concept of organizing is still in the mind. Therefore, we have established the Square Dance Association and have set up branches in various places to organize the natural Community management is used.
Mastering humanity, we are more concerned about what they need, so we do “re-share, light sales” on the goods. This year we did an airport event and held a square dance original song and dance party with the third channel of CCTV. We invited several professors from Tsinghua University to tell us about the square dance conference. The elderly are very embarrassed to go to TV and listen to Professor Tsinghua. Through these activities, we can keep them and let them spontaneously give us a lot of communication.
The earliest we cut in from sports goods. You can have basketball shoes when you play basketball. Why can’t you dance a square dance with a pair of beautiful and comfortable shoes? Later, we slowly made clothing, as well as daily necessities such as hair dye products, and entered all aspects of middle-aged and old life. We want to go slower and more stable.
We are not doing content, but the product is our content. To be a product, first of all, the crowd must be customized. The demand for square dance shoes has not been met before, we will do it; the second is to be functionalized, people are older, their feet will change, and they will wear flat shoes. It hurts, but wearing our shoes to climb mountains, walk, dance square dance is not tired. After the sports and leisure scene, we also madeCosmetics is being developed jointly with a very famous institution in Shanghai. We customize the cosmetics for this age group for the little fairies (we especially emphasize that the staff wants to call these users a little fairy, not a sister or aunt). With good products, our users will introduce them to friends and friends, and the vertical and horizontal fission will naturally occur.
Love style is a platform and a brand. We want to provide a good lifestyle and attitude towards middle-aged and elderly people.
This year we did something very meaningful. We started the live broadcast and broadcast live every 9-10am. After dancing, have time, you can sit down and watch the live broadcast. We didn’t do the App, or use the applet to watch the live broadcast on WeChat. Live, the cost of making the app is too high. We started broadcasting in July this year, and we have more than 8,000 items in two months. The selection of products has gone through the boutique strategy, and many manufacturers have come to cooperate with us.
