Entrepreneurship requires patience and goodwill.
Editor’s note: This article comes from the WeChat public account “New Economy 100 People” (ID: qiyejiagc) , author: Li Zhigang.
In 2020, the post-60s will gradually enter the retirement age, and the hard-working pension industry will finally see the dawn.
In the past, the old-age care industry either made a real estate business and served a small number of elderly people who were rich or expensive; Many entrepreneurs I’ve seen, doing so hard, just couldn’t find a good business model.
The root cause is that the large-scale user base willing to pay for old age has not yet formed.
Now, the industry is turning around.
Chinese society is aging. At the end of 2019, according to data from the National Bureau of Statistics, the population aged 65 and over was 176.03 million. In other words, the elderly population after the 50s and before accounted for 12.6% of China’s total population.
At first glance, this is a huge pension market. In fact, this may be a trap.
A decade ago, a Greek investor made an angel investment in China. At that time, he made money by investing in the pension industry in Europe. He planned to come to China to replicate his successful experience. Will definitely make money. At that time, he voted for more than 10 projects, and in the end all of them were floated.
Yes, in the long run, the pension industry must be profitable in China. However, the wrong timing of investment and entrepreneurship will waste time and money in vain. The timing of choosing to enter the industry is very important. It is best to cut in when the dawn is dawning and follow the trend.
Ten years ago, the main force of the Chinese elderly population was after the 50s and before. A large part of this group of people have not read a book, experienced many changes in the times, and suffered a lot, and their willingness and ability to consume have been greatly affected.
After 60s, they entered the senior stage, but the situation is different.
First of all, this is a larger consumer group. The 1960s were an era of soaring births in China, especially from 1962 to 1969, with more than 20 million births each year. This baby boom continued into 1976. In my hometown and countryside, 60There are basically four or five brothers and sisters, and at least two or three. After 60, more than 200 million people, plus 70, the population size exceeds 430 million. In the next 10 years, this group will gradually enter the senior stage, paying for their retirement life and health.
Secondly, the post-60s are the beneficiaries of the times. This group of people has a certain level of education to catch up with the college entrance examination bus. They also enjoy the market economy dividend, the typical representative is the “92 faction”-refers to the entrepreneur who resigned in 1992 to start business in the sea. Many of the active companies in China are from the early 1960s, including Ma Yun and Yu Minhong.
Hundreds of millions of their peers similar to them, although they have not achieved the achievements like Ma Yun and Yu Minhong, by contrast, they live more comfortably than the post-50s. When they were young and prosperous, they also enjoyed the market dividend of real estate commercialization.
Besides, when the Internet entered China in 1998, they were in their thirties and were the first generation of Internet users in China. Compared with their predecessors, they had a broader vision and acceptance of Internet products Better.
People of 60 generations have academic qualifications, knowledge, and certain spending power and willingness to consume. In the next 5 to 10 years, when they enter their old age, they will definitely pay for their health, enjoyment, comfort and decentness.
This is a very important background.
Facing a huge elderly group with willingness to consume and ability to consume, I think there are at least 100 subdivision opportunities for the pension industry around which they provide services and products. Billion-level company.
In a county town in Sichuan, I saw several chain stores specializing in old-age shoes. The price of shoes ranges from 100 to 300 yuan. The design is mainly biased towards sports style. And ten years ago, what I saw in the county seat, the shoes sold to the elderly are mainly old Beijing cloth shoes, a pair of dozens or even ten yuan.
Elderly people spend two or three hundred yuan to buy a pair of shoes because of slip resistance and comfortable walking. According to Eniu data, there are currently more than 60,000 elderly products worldwide, but only 2,000 in China. The elderly attach great importance to health and life. I think this is the biggest opportunity for the pension industry in the future.
For the old-age industry, this epidemic’s biggest promotion is the change of ideas and concepts. Older people pay more attention to health, take more lives, and are more willing to spend money for their lives. This is good for the pension industry.
A few days ago, an entrepreneur asked me, “Mr. Li, under the epidemic, are you old?The opportunity for nutrition is here again? “I told him that this opportunity has existed in the past, now, and always in the future, as long as you don’t lie to others.
In addition to nutrition, there will be opportunities for food, clothing, housing, and travel related to the elderly. For example, there will be differences between the food for the elderly and the young. There is an elderly food delivery company in Shanghai. He thinks more about food digestion, nutrition, taste and other factors. The protein is relatively higher and the fat content is lower.
There are also some old people who go to Guizhou for senior care and leisure in winter, where the environment is good and quiet. In addition, the mobility tools for the elderly are also very promising in rural areas. Some elderly people often drive a new energy vehicle with a cost of 30,000 or 40,000 yuan in the village. This is the current situation of some elderly people traveling.
As long as it is material consumption related to daily life, it is an independent track for the elderly.