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First look at a set of data:

One billion people have never been on an airplane and 500 million people have not used a toilet;

1.3 billion people have never been abroad, and more than 90% have never had Starbucks;

At least 10 million people are engaged in the foot therapy industry, and more than 80 million people with disabilities;

60-year-old population exceeds 250 million …

Many people find it incredible, but these data are real. It is “the role of the circle” that makes you see the silent majority. However, there are huge business opportunities.

1 billion sinking market

IfYou have lived in a big city for a long time, and you should rarely have a chance to see another completely different China. Including nearly 300 “city”, 2,800 “county”, 40,000 “township”, 660,000 “village”. In these places, the population exceeds 1 billion.

Uncle Liang has a classmate who quit his high-paying job in a foreign company 7 years ago and went back to his hometown to do rural e-commerce. Popularly speaking, it is selling vegetables and fruits online. Before leaving, I invited him to dinner, and he told me that he was sure: Township is the end of Chinese business .

That was 2013. To be honest, I did not support him back at the time, and did not fully understand what he said.

But now I understand.

He chose a circuit that was destined to be difficult but promising.

Last week, he sent me a few pounds of crayfish and it was delicious.

I went to his online store to see that the baby sold 20,000 pieces and the unit price was 48 yuan. A single product sold 960,000 a month.

This force cannot be underestimated.

In recent years, major giants have entered the sinking market.

Alibaba ’s rural Taobao strategy invested 10 billion yuan to establish 1,000 county-level operation centers and 100,000 village-level service stations.

JD’s rural convenience stores and service points are also blooming everywhere.

Douyin, Kuaishou, Zanthoxylum and other video and live broadcast platforms are also actively attracting “people in the village.”

Lei Jun ’s Xiaomi mobile phone also went to the village to “paint the wall”.

Meituan also used 1 yuan to “invite” everyone to watch a movie.

Even Baidu, which focuses on search, is not outdone.

The strategies of these giants all have rigorous trend analysis.

Their direction also naturally represents the future direction.

Huang Zheng, the founder of Pinduoduo, realized the “secret” of the door to wealth after a few years of struggle, in fact, two words: “sink”.

Due to the life and consumption of the sinking market, the decent, comfort and dream of a population of 1 billion people, all existing industries are worthy of transformation, upgrading and reconstruction.

Some people in business don’t agree with this view.

When they communicate with Uncle Liang, they often mention the problem of insufficient purchasing power.

In fact, this is a misunderstanding. The township people are richer than you think, but they do n’t show up.

The survey found that the township population has the following characteristics:

Most of them have houses and have few loans, but they are very price sensitive;

The monthly income may not be as great as in a big city, but there is a lot of savings;

You do n’t have to squeeze the subway and bus, you can usually reach your destination after going out for ten minutes;

A lot of leisure time, a single entertainment, used to go to bed early and get up early;

It ’s very economical for myself and the elderly, but generous for my children …

The so-called “purchasing power”, the word “power” is the key. Isn’t money the ability to buy?

Just see if you have the ability to let the other party spend the money.

I ’ll mention a few directions around this,example.

This “Low” brand, born in Henan, currently has more than 7,000 stores nationwide and is China’s largest milk tea chain. The number of stores is far better than the sum of other milk tea stores.

It hasn’t raised prices for 14 years, and now it’s still 2 yuan for an ice cream, 4 yuan for a cup of milk tea, and the store has nothing more than 10 yuan.

Education.

Even in China, education is still the best way to achieve a class transition, and for many rural people, it is even the best way out.

Most parents living in rural areas want their children to go out.

From the perspective of human nature, the sinking market education space will be much larger than that of first-tier and second-tier cities.

There are many trusteeship and training institutions here, but they are basically self-employed and tutoring classes without a system.

Similar to the catering logic, education in the sinking market is hard to be made by giants like New Oriental. There are more new possibilities.

In addition to basic food, clothing, housing and transportation, there are more industries that may be subverted and rebuilt.

Although traffic is the eternal theme of the business world, the sinking market is not about traffic, but about the ability to serve this special group of people.

I have seen a lot of entrepreneurs in sinking markets, most of them died of unreliability, copying the “elite society”.

Once an entrepreneur, I came up with a bunch of Boston models, followed by a bunch of marketing strategies …

I said that in the sinking market, the foreign method is really not as good as the local method. You have to plunge into this market first instead of pre-setting the method.

This market is so interesting. There are 100 ways for 100 winners, all of which are non-copyable and non-imitation.

However, there is one thing in common, they are all doers, and they never touch your backs.

Their motto is four words:

“It ’s done!”

Aging population

The future development of China and the aging population are the barriers that cannot be overcome.

The UN ’s definition of population aging is:

A country has more than 10% of its population over the age of 60, or more than 7% of its population over the age of 65.

According to this standard, China is already an aging population.

In 2019, China ’s population over 60 years old accounted for 18.1%, and those over 65 accounted for 12.6%.

China ’s 250 million elderly population ranks first in the world.

In addition to the large number of people, China ’s aging population also has two significant characteristics.

First, the fastest.

The transition from a young country to an old country took 150 years in France and 50 years in Japan.

In China, it only took 30 years.

Second, the range is obvious.

In recent decades, the birth rate has continued to decline, from 37 ‰ at its peak to 10.48 ‰ now.

The result is that there are more elderly people and fewer young people.

At the same time, as the population’s life expectancy continues to increase, China’s aging will also deepen.

It is expected to usher in an aging growth climax in 2022.

According to forecasts, China will add 125 million elderly people in the next 10 years.

Following this is the huge “silver hair market”.

The China Aging Industry Development Report shows:

The consumption potential of our elderly population will increase from 4 trillion to 106 trillion, and the proportion of GDP will increase to 33%.

Most business logic is now chasing young people, but the elderly market is seriously underestimated and neglected.

First, they have time to play and spend.