The middle-aged and old-age markets are over-aged, accepting new things slowly, and adopting a more conservative attitude towards consumption. This determines that this will not be a good business.
Editor’s note: This article is from Interface News, author Lu Keyan, editor Song Jianan.
In the fashion singer’s sacred place Sanlitun, people have long been eccentric about the net red and the “long gun and short gun”. But this day, it’s a bit different.
The 58-year-old Yu Yanxia and her three elderly companions carefully wiped the lipstick, wore the cheongsam and the 5cm high heels, and put a variety of POSE on the camera.
Soon, this group of “fashion grandma” not only attracted the attention of a large number of people, but also the short video was uploaded to the vibrato. The number of hits on the day was more than 50 million, and the harvest was over 2 million. Many netizens commented that this is a video of “subverting the impression of Chinese people on Chinese aunts.”
Behind the “fashion grandma”, an MCN (Multi-Channel Network) company called “Infinity” is doing the push. The former work of founder He Daling was marketing promotion, and making a fashion grandma video is part of the job. After the video became a hit, she plunged into the middle-aged market.
In the past week, He Daling has seen more than a dozen investors intensively. At the hot silver track, she and her middle-aged KOL became the new focus of attention.
In the broad sense, silver hair refers to the middle-aged and older people over the age of 50. In the eyes of He Daling’s peers, since WeChat and today’s headlines have pulled the elderly into the mobile Internet circle, the potential of the silver hair market has been tapped unprecedentedly: from the maintenance of the home to the travel outside the home, from the hair dye on the head to the feet. Square dance shoes, everything about middle-aged and old can be business.
But the middle-aged and old-age market is too old, accepting new things slowly, and adopting a more conservative concept of consumption, which determines that this will not be a good business.
The elderly may have some money in their hands, but it is not so easy to easily “snap away” because there are already countless people who are eyeing the money bags of the elderly. With a hot man in the silver hair circle, “even if you blow again, you can still sell health products.”
The old man’s wallet that is eyeing
He Qingming is 65 years old and lives in a small town in Guangxi. The most common thing he has with the Internet every day is the chess game software and the news app, but these softwares have also been used less and less recently. “The phone word is too small, and it is hard to wear reading glasses.” He Qingming said.
In the past, He Qingming never used mobile phones, but the words “Bundled Bank Cards” appeared to him as “deceptive things.”
Until the end of last year, his cervical spondylosis becameIt is said that the field of silver hair in 2050 will be a trillion or even a trillion market. I think it is a lie. “The cruel reality has made Auntie feel this idea for the first time.
Similar attempts like this are not uncommon in the silver-haired track. Shortly after Li Ayi’s first project was put on hold, a company had opened a public number called “Neighborhood”, which wanted to integrate the medical resources of the community through WeChat and build a platform for middle-aged and elderly people to provide targeted health care services.
The neighbouring clinic selected Beijing Huilongguan as a pilot. This largest community in Asia had a population of 440,000 in 2015, of which 60,000 were elderly. According to the vision of the neighboring clinic, doctors from 10 community hospitals around the country are used as supply resources. One doctor can provide four times a month for the elderly, and the monthly fee is 99 yuan.
In the founding team’s view, whether it is from the health of the need, or the policy to encourage the concept of “family doctor”, this is a project worth doing. The team initially pulled a thousand orders, but the renewal rate for the 1,000 people in the next month was only 2%.
“People who are willing to pay for this service must not only have funds, but also have a corresponding health awareness and knowledge reserve. Health management is too early for this generation of older people. Your competitor is the top three. In the hospital, someone else can do it with medical insurance for ten dollars. Why do you need to spend 100 on you to treat it?” The neighbors insiders analyzed the interface journalists.
About the pension industry, there are still people who are dreaming of entrepreneurial apartments and senior colleges. But the idea of ”coming over” Li Ayi is: “There is still a lot of market for the elderly, but before you do, you must think about whether the government can do it well. If the government can do good things, you should not do it.” /p>
Aunt’s money is not good to earn
Not only a startup, but the Internet giant is also eyeing the “old market” cake.
At the end of 2018, Alibaba released a recruitment notice for its senior researcher for its “older version”. The requirement is 60 years old and above, a stable middle-aged and elderly circle, KOL priority, and an annual salary of 400,000. At the same time, about 1,000 live broadcasts for the middle-aged and elderly markets are staged in Taobao every day. The products are mainly clothing, shoes and hats, and health care equipment.
The giant’s series of measures seem to be catering to the market trend, but in the view of Li Ayi, Ali’s introduction of middle-aged and related services is the demand for his own business development. Alibaba’s big data shows that from 2013 to 2018, the number of middle-aged and old-time Taobao users has increased by 17 times.
This is not a difficult business for Internet giants with traffic and resources. But for small and medium-sized companies, it is almost impossible to tear a flow inlet from the giant’s hand.
There was a long-time startup company that started the idea of middle-aged and old-fashioned e-commerce. On the one hand, the surge in TV shopping data has witnessed the enthusiasm of middle-aged and old people for shopping. On the other hand, middle-aged and elderly people have the same demand for some specific commodities.