中國老齡化社會的潛藏價值（中英）

1、II (iI 2CHAPTER 1第一篇章REVISITING SENIORS IN CHINA重新“遇見”中國的老齡化群體Oct. 2019CHAPTER 2第二篇章THE HIDDEN VALUE AND POWER潛藏的商業(yè)價值和影響力Jan. 2020CHAPTER 3第三篇章UNLOCKING THE SILVER ECONOMY銀發(fā)經(jīng)濟的基本盤和新常態(tài)Mar. 2020CHAPTER 4第四篇章SHARING PERSPECTIVES FROM EXPERTS ACROSS INDUSTRIES各界共談銀發(fā)經(jīng)濟，探索解決方案Sep. 2020EPILOGUE番外PASSING ON

2、 THE WISDOM OF A GENERATION他們走過風(fēng)雨，他們依然年輕Dec. 2020DISCOVERING THE “HIDDEN TREASURE” IN THE SENIOR MARKET我們發(fā)掘中國老齡化社會的潛藏價值The Seniors in China: The “Hidden Treasure” Report Series is produced by Wavemaker, containing 4 chapters and 1 epilogue. The chapters will be released one by one, giving a holistic

3、 view of what urban seniors in China are like, why they are important and valuable, and how brands can unlock potential and co-create solutions together. This is Chapter 4 of the report series.蔚邁發(fā)布的中國老齡化社會的潛藏價值系列報告，共分為四個篇章和一篇番外， 將逐一發(fā)布，以全面詳盡地分享我們對于中國城市老齡化群體的解析和主張，以及 與多個行業(yè)的企業(yè)共創(chuàng)的觀點與解決方案。此為系列報告的第四篇章。3CN

4、 中文EN 英文IN CHAPTER 1, RELEASED IN OCT. 2019第一篇章于2019年10月發(fā)布IN CHAPTER 2, RELEASED IN JAN. 2020第二篇章于2020年1月發(fā)布IN CHAPTER 3, RELEASED IN MAR. 2020第三篇章于2020年3月發(fā)布CN 中文EN 英文CN 中文EN 英文TRUE DEPICTION OF SENIORS IN CHINA中國老齡化群體的真實風(fēng)采We segmented seniors in China into threedifferent generations and revealed the

5、irobjections to being characterized as the “old”首次定義和劃分了三個代際，揭示了他們他們不愿做傳統(tǒng)定義“老人”的“倔強”4BOOMING SILVER ECONOMY & CORE NEEDS BEHIND IT蓬勃的銀發(fā)經(jīng)濟及其背后的核心需求We estimated the strong annual spending power of senior citizens and elaborated on the four core needs behind the silver economy預(yù)估了中國城市老齡化群體的超高消費力，解析了催生銀發(fā)

6、經(jīng)濟的四大核心需求ESSENCE BEHIND NEEDS & BEHAVIOURS:SENIORS CORE & EVOLVED VALUES銀發(fā)經(jīng)濟的關(guān)鍵：價值觀基本盤和新常態(tài)We delved into seniors value system, uncovering the unwavering core values as well as the evolving new normal深入到老齡化群體的價值觀，探究改變不了的基本盤，以及隨時代演進的新常態(tài)2020 is a meaningful year.The sudden epidemic has accelerated our

7、journey to the new normal, and instantly pushed digital technology and smart cities into real life application.In 2020, the seniors have become new growth consumers, and the opportunities of the silver economy are gradually emerging.The seniors will be the first generation to experience digital tran

8、sformation, leading to the rise of the silver economy, industrial cooperation and prosperity.We are uncovering insights into the power of the silver economy as the seniors look to create a promising future. This future will not only benefit these seniors, but also the wider Chinese society.CHAPTER 4

9、 FOREWORD第四篇章 寫在前面的話2020，是意義非凡的一年。突如其來的疫情加速了新常態(tài)的發(fā)生，一瞬間使數(shù)字科技和智慧城市融入了生活。2020，也讓銀發(fā)群體成為了新增長性客群而受到關(guān)注，銀發(fā)市場的機遇也逐漸撥云見日。我們沐浴在加速數(shù)字轉(zhuǎn)型的環(huán)境中，將見證 在中國速度之下，銀發(fā)經(jīng)濟的崛起，以及產(chǎn) 業(yè)的合作與共榮。我們正在一起推動著銀發(fā)經(jīng)濟的發(fā)生，創(chuàng)造 著值得期許的未來。而這未來，不僅將使銀 發(fā)群體受益，更是我們自己。5The silver economy is just about to rise: Today we see senior consumers more as passive

10、, cared for and guided by others. There is significant volume of unsatisfied demand, leading to a serious imbalance between supply and demand in the market. Therefore, the silver market is still in its infancy.銀發(fā)經(jīng)濟正要悄然崛起：今天我們看到的銀發(fā)群體，更多做為 被關(guān)愛者，存在大量的需求不滿足， 以及市場供需嚴重失衡的現(xiàn)象。銀發(fā) 市場仍作為空白市場，才正要崛起。THROUGH THIS

11、 CHAPTER, WE HOPE TO TELL YOU:我們希望透過這一篇章，告訴你：Need to Rethink重新思考Understand Now認識現(xiàn)在The Future is Promising未來可期We need to re-understand their needs: We should get to know them again, to redefine “old age” and “the seniors”, to respect and understand their real needs. Identifying these insights allows

12、us to understand how to effectively meet their needs as we target them.6我們需要重新去理解需求：我們需要重新去認識他們，重新去認 識“老”這件事，去尊重和理解他們的 需求。并把他們納入到目標客群中， 為他們創(chuàng)造更多的價值。The future is created by us (all industries): The future we are talking about is not a distant future. In the Chinese economy, driven by creativity and i

13、nnovation, this future is arriving fast. Although China is entering the “fierce ageing stage”, by the end of which seniors will account for 30% of the population, the future is promising.未來由我們(所有產(chǎn)業(yè))一起共同創(chuàng)造： 今天，我們所談?wù)摰奈磥?，并不是遙不 可及的未來，而是在中國這樣以創(chuàng)造力 和創(chuàng)新力為基礎(chǔ)色調(diào)的經(jīng)濟體中，加速 發(fā)生的未來。雖然我們正要進入急速老 齡化階段，但是，未來更可期。從今年伊始至今，

14、我們邀請了三十五家來自不 同行業(yè)的企業(yè)，一起探索銀發(fā)產(chǎn)業(yè)的機遇，以 及我們可以做些什么。在此，我們由衷地感謝 參與內(nèi)容共創(chuàng)的企業(yè)和個人：WE NEED TO THANK:我們需要感謝：Over the last few months, we have invited 35 companies from multiple industries to discuss and explore the opportunities of the Silver Economy, including actions we can take. We want to express our sincere gr

15、atitude to the enterprises and individuals who shared their expertise in creating this chapter:Roy Tu | 屠波 Brand VP, Shanzhen 善診品牌副總裁Nan Yang | 楊楠Vice secretary of Bethune Charitable Foundation白求恩基金會副秘書長Echo Chen | 陳毅Head of Marketing, DingXiang丁香醫(yī)生傳媒業(yè)務(wù)負責(zé)人Charles Robertson | 查百順 LRF Chairman 董事Sabri

16、na Li | 李爽LRF A. Senior Designer主任高級設(shè)計師Jack Wang | 王吉慶Wavemaker Social Media Business Director群邑蔚邁社交媒體事業(yè)總監(jiān)Jessy Ji| 季小心Wavemaker Business Director群邑蔚邁業(yè)務(wù)總監(jiān)Qianyuan Han | 韓乾源 Strategic director of MI 小米戰(zhàn)略規(guī)劃部總監(jiān)Megan Zhang |張睿妍Megan Zhang, VP of Marketing and Store Concept Design & Development, Skechers

17、 斯凱奇市場部及店鋪發(fā)展部副總裁Yucai Gong | 龔育才Chairman of Jiangsu Yunlin Group江蘇耘林養(yǎng)老發(fā)展集團董事長Feng Chen | 陳峰Marketing Director , Yuwell Medical魚躍醫(yī)療市場營銷總監(jiān)Thomas CaoMedical Service Director ofRaffles Hospital萊佛士醫(yī)療服務(wù)總監(jiān)Jason Yu | 虞堅GM of Kantar Worldpanel Greater China凱度消費者指數(shù)大中華區(qū)總經(jīng)理Tracy Ta | 拓慧 General Manager, BJ 傳立北京

18、總經(jīng)理Ryan Fan, Founder & CEO, PANGJING; Jing Wang, Founder & CKO, PANGJING 范懌，胖鯨創(chuàng)始人兼首席執(zhí)行官； 王婧，胖鯨創(chuàng)始人兼首席知識官WARC科沃斯Tao Li | 李濤 Founder, Age Freezer 凍齡日志創(chuàng)始人JD Data Research Institute京東數(shù)據(jù)研究院Jingjing Guo | 郭靜靜 Marketing Director, BeiGene 百濟神州市場部總監(jiān)Tao Zheng| 鄭濤Marketing Director of National Retired Talent Ba

19、nk離退休人才網(wǎng)市場總監(jiān)Huankun Li|李煥琨VP of Guangzhou University for Elderly廣州老年大學(xué)副校長Liang Chen | 陳亮Academic Director of Business School from East China University of Science and Technology華東理工大學(xué)商學(xué)院學(xué)術(shù)主任Marketing Director of SAICmobility享道出行市場總監(jiān)Anne Hsu | 許惠萍GCA Digital & Integrated MarketingLeader, Health Care

20、Business Group, 3M 3M醫(yī)療保健產(chǎn)品事業(yè)群，大中華區(qū)數(shù) 位及整合行銷資深部門經(jīng)理Bing Wu |吳冰CEO of SAIC Mobility 享道出行CEOMaggie Wang |王燕71OPPORTUNITIES THAT CANNOT BE MISSED,CHALLENGES THAT CANNOT BE IGNORED不可錯失的機遇，不可無視的挑戰(zhàn)RE-DEFINE THE AGEING POPULATION, UNDERSTAND THEIR REAL NEEDS重新定義銀發(fā)族，理解真實的需求INDUSTRYOPPORTUNITIES產(chǎn)業(yè)的機遇：23LETS BE

21、GIN | 請隨我們進入正文TABLE OF CONTENT | 本章節(jié)目錄BEAUTY & FASHION美麗與時尚TRANSPORTATION & TRAVEL出行與旅游FINANCE SERVICE金融與財富LEARNING & VALUE-CREATING學(xué)習(xí)與發(fā)展HEALTH & WELLBEING醫(yī)療與健康LIVING & COMMUNITY居住與社區(qū)8OPPORTUNITIES THAT CANNOT BE MISSED, CHALLENGES THAT CANNOT BE IGNORED不可錯失的機遇，不可無視的挑戰(zhàn)191949-19591962-19761986-1990AS

22、 THE RESULT OF BABY BOOM AFTER 1949建國后生育高峰快速老齡化深度老齡化CHINAS SOCIETY AGEING STAGES中國社會老齡化階段1999-2022RAPID AGEING2036-2053DEEP AGEING2022-2036FIERCE AGEING急速老齡化05101520253035401990199520002005201020152020202520302035204020452050205520601990-2060年60歲以上老年人占比（%）Proportion of people over 60 from 1990 to 20

23、60268M2.68億18.5%423 M4.23億29.1%487 M4.87億34.8%WITHIN THREE YEARS, CHINA WILL ENTER THE FIERCE AGEING STAGE2020年是關(guān)鍵的一年。三年內(nèi)，我們將正式進入急速老齡化階段10SOURCE: Population Ageing Handbook, China National Committee on Ageing 全國老齡工作委員會辦公室人口老齡化國情教育知識讀本Around 2020, the number of people over 60 in China will grow to 25

24、5 million, and will lead to the second growth peak of elderly population.- China National Committee on Ageing2020年前后我國60歲以上老年人 口將增長到2.55億人，將迎來老年 人口第二個增長高峰。 全國老齡工作委員會“”SENIORS IN CHINA WILL BECOME AN IMPORTANT PLAYER IN CHINAS ECONOMICDEVELOPMENT而崛起較晚的中國的銀發(fā)群體，將成為中國經(jīng)濟發(fā)展的重要參與者50454035302520151050195019

25、55196019651970197519801985199019952000200520102015202020252030203520402045205020552060the world and major countries世界及主要國家60歲以上人口占總?cè)丝诘谋壤?）Egypt埃及 Japan日本 Russia俄羅斯India印度 Korea韓國 Sweden瑞典World世界 China中國Australia澳大利亞 UK英國Germany德國Italy意大利 France法國 Canada加拿大US美國After becoming the dominant group in so

26、ciety, the elderly will influence social development according to their own needs and become an important factor in advancing Chinas social construction. Population ageing will have a profound impact on consumption, industrial construction and capital flows in economic development. “- Population Age

27、ing Handbook“老年群體成為社會主導(dǎo)性群體和 利益性群體以后，將按照自身需求 影響社會發(fā)展，成為推進中國社會 建設(shè)的重要因素。人口老齡化將在 經(jīng)濟發(fā)展中，對消費結(jié)構(gòu)，產(chǎn)業(yè)結(jié) 構(gòu)和資本流動帶來深遠影響”-人口老齡化國情教育知識讀本THE RISE OF SILVER POPULATION銀發(fā)群體力量的崛起Elderly people are changing just like us. Now they have the courage to live in the moment as well as the mentality to accept new things.- Megan

28、 Zhang, VP of Marketing and Store Concept Design & Development, Skechers老年人在不斷變化。現(xiàn)在的他們 很有活在當(dāng)下的勇氣和接受新事 物的心態(tài)。-張睿妍,斯凱奇市場部及店鋪發(fā)展部副總裁CHINAS AGEING SOCIETY RISES SLOWER THAN OTHERS中國的老齡化進程晚于其他社會The proportion of people over 60 in the total population of- 韓乾源, 小米戰(zhàn)略規(guī)劃部總監(jiān)Elderlypeopletodayarewealthy and free,

29、 and theirTheelderlyaregrowth consumers with high repeatandpurchase rates. This growth isarebecause they are more focusedon quality of life.- Qianyuan Han,Strategy Director, MI老年人是具有高復(fù)購率的增 長群體，這種增長是因為他 們現(xiàn)在更注重生活了。level of care, spending decision-making power gradually increasing.-Tracy Ta, General Ma

30、nager,Mindshare Beijing現(xiàn)在的老年人有錢有閑，他 們對自己的關(guān)愛程度，消費 力，決策力都在提高。- Tracy Ta, 傳立北京總經(jīng)理11SOURCE: UN 聯(lián)合國; Population Ageing Handbook, China National Committee on Ageing 全國老齡工作委員會辦公室人口老齡化國情教育知識讀本 “”BASKING IN CHINAS OPPORTUNITIES, OUR SILVER ECONOMY ENJOYS12UNPARALLELED ADVANTAGES沐浴在中國機遇中，我們的銀發(fā)經(jīng)濟，擁有其他國家難以比擬的后發(fā)

31、優(yōu)勢01POSITIVE AND PROACTIVE POLICY ENVIRONMENT積極先導(dǎo)的政策環(huán)境02NEW INFRASTRUCTURE DIVIDEND新基建的紅利專車03GENERATION DIVIDEND TO LONGEVITY DIVIDEND從代際紅利到長壽紅利LATECOMER ADVANTAGE OF CHINAS SILVER ECONOMY - 01中國銀發(fā)經(jīng)濟的后發(fā)優(yōu)勢 - 01Positive and proactivepolicy environment積極先導(dǎo)的政策環(huán)境01“13”入了低保救助，所有省份均建立了80周歲以上高齡老年人津貼制度。相關(guān)機構(gòu)的

32、發(fā)展和普及：截至2017年底，所有的省，95%的地（市）、86.8%的縣（市、區(qū)）都設(shè)立了老齡工作委員會及辦公室。-人口老齡化國情教育知識讀本GRADUALLY IMPROVEDNATIONAL STRATEGY：The 13th Five-Year Plan includes a special chapter on actively responding to population ageing; in 2016, the theory of full life- cycle health was included in the national strategy for the firs

33、t time.UNIVERSAL ACCESS TO SOCIAL WELFARE:By the end of May 2018, about 922 million people were covered by basic pension and 1.19 billion by basic medical insurance. All elderly people in poverty have been provided with subsistence allowances, and all provinces have set up a subsidy system for elder

34、ly people over the age of 80.THE DEVELOPMENT AND POPULARIZATION OF RELEVANT INSTITUTIONS:By the end of 2017, the committees and offices for ageing have been set up in 95% cities and 86.8% counties in all provinces.- Population Ageing Handbook頂層設(shè)計的逐步完善：“十三五”規(guī)劃綱要設(shè)專章對“積極應(yīng)對人口老齡化”進行部署；健康全生命周期理論在2016年，被首次

35、寫入國家戰(zhàn)略。社會福利保障的普及：截至2018年5月底，基本養(yǎng)老保險參保人數(shù)達到約9.22億人，基本醫(yī)療保險參保人數(shù)達到約11.9億。貧困老年人全部納LATE-MOVER ADVANTAGE OF CHINAS SILVER ECONOMY - 02 & 03中國銀發(fā)經(jīng)濟的后發(fā)優(yōu)勢 - 02 & 03Chinas infrastructure, technological development, industrial diversity, and talent provide the foundation for diversity of business models and innova

36、tion. The development of 5G, smart technology, Internet and IoT will spawn more products and services and promote greater industry co-prosperity.中國的基礎(chǔ)設(shè)施、科技發(fā)展水平、產(chǎn)業(yè)多樣性以及人才基礎(chǔ)，提供了商業(yè)模式和創(chuàng)新的基礎(chǔ)。5G、 智能科技以及互/物聯(lián)網(wǎng)的發(fā)展，將催生出更多的產(chǎn)品與服務(wù)，推動更大規(guī)模的產(chǎn)業(yè)共榮。在大量無收入的隱形“崗位”上，如農(nóng)業(yè)、志愿者等，老年人的技能和智慧無疑是社會的一筆巨大財富。另外在計劃經(jīng)濟體制下，擁有奉獻精神的他們，是中國

37、特有的“精神紅利”。In the large number of invisible “positions withoutincome, such as agriculture, volunteers, etc., theprofessional skills and wisdom of the elderly willundoubtedly be the wealth of society. As devotees growing up under the planned economic system, they are Chinas unique spiritual dividends.

38、New infrastructuredividend新基建的紅利專車0203Generation dividend tolongevity dividend從代際紅利到長壽紅利14“”中老年家庭在中國所有家庭里的占比，在2020年會占到22%。老年家庭以后會成為中國一種常見的家庭形態(tài)，消費潛力是可以期待的。- 虞堅，凱度消費者指數(shù)大中華區(qū)總經(jīng)理Middle-aged and elderly households will account for 22%of all households in China in 2020. Older households willbecome a common

39、 form of households in China, and theconsumption potential can be expected.- Jason Yu, GM of Kantar Worldpanel Greater ChinaTravel旅行Social interaction社交Apparel & shoes時尚鞋服Food & beverage食品飲料Household care日化家清Tech & digital科技數(shù)碼Personal care & cosmetics 個護美妝Living養(yǎng)老居住Finance & insurance金融保險Employment（

40、再）就業(yè)/志愿者Study學(xué)習(xí)教育Transportation出行Medicalcare醫(yī)療護理Sports運動健身Nutrition & supplements 營養(yǎng)保健產(chǎn)品Mental health 心理健康Life in old age老齡生活Healthcare健康管理Spiritual life娛樂學(xué)習(xí)Daily routines日常生活Financial life就業(yè)與財務(wù)CHINAS UNIQUE INDUSTRIAL AND DEMOGRAPHIC DIVIDEND WILL FURTHERBOOST THE DEVELOPMENT OF THE SILVER ECONOMY中

41、國特有的產(chǎn)業(yè)與人口紅利，將進一步催生銀發(fā)經(jīng)濟的發(fā)展老年產(chǎn)業(yè) Ageing Industry涉老產(chǎn)業(yè) Ageing Related Industry“15”The consumption concept of the elderly has been continuously upgraded. Overall, the number of commodities suitable for the elderly has grown at an average annual growth rate of 39% in the past three years. In 2019, the numb

42、er of elderly-appropriate products on the market increased by 78% compared to 2017, and the number of brands nearly doubled.-Jingdong Data Research Institute老年人的消費理念一直在不斷的升級。 總體來看，近3年老年適用的商品數(shù) 量，以年均39%的增速增長。2019 年市場上的老年適用商品數(shù)比2017年增長78%，品牌數(shù)的增長近1倍。- 京東數(shù)據(jù)研究院CHINAS SILVER ECONOMY HAS GREAT GROWTH POTENTI

43、AL因此，中國的銀發(fā)經(jīng)濟具有“厚積薄發(fā)”的商業(yè)潛能6.64 萬 億Trillion61萬億Trillion18萬億Trillion201920302050Urban seniors spending power according to Wavemakers estimates根據(jù)Wavemaker的保守測算的城市老人消費力Consumption of senior consumers in China, measured by China Institute for Reform and Development根據(jù)中國改革發(fā)展研究院測算的中國老年人口消費規(guī)模16DEVELOPMENT OF

44、THE SILVER MARKET FACES THREE MAIN CHALLENGES然而，要發(fā)展銀發(fā)經(jīng)濟，多方面挑戰(zhàn)不容忽視ECONOMICFOUNDATION經(jīng)濟基礎(chǔ)的挑戰(zhàn)INDUSTRYDEVELOPMENT產(chǎn)業(yè)發(fā)展的挑戰(zhàn)MARKETCULTIVATION市場耕耘的挑戰(zhàn)117CHALLENGES | 挑戰(zhàn)23CHALLENGE 1: ECONOMIC FOUNDATION經(jīng)濟基礎(chǔ)的挑戰(zhàn)CHALLENGE 2: INDUSTRY DEVELOPMENT產(chǎn)業(yè)發(fā)展的挑戰(zhàn)CHALLENGE 3: MARKET CULTIVATION市場耕耘的挑戰(zhàn)FIRST, CHINA IS THE WOR

45、LDS SECOND LARGEST ECONOMY, BUT WITHUNBALANCED DEVELOPMENT首先，中國已位居全球第二大經(jīng)濟體，但發(fā)展不均衡THE PROGRESS OF CHINAS ECONOMICDEVELOPMENT IS STEADILY MOVING FORWARD中國的經(jīng)濟發(fā)展仍正穩(wěn)步推進THE MAIN CHALLENGE: UNBALANCED DEVELOPMENT當(dāng)下最主要的挑戰(zhàn)是發(fā)展不均衡The principal contradiction facingChinese society has evolved:What we now face is

46、 the contradiction between unbalanced and inadequate development and the peoples ever-growing needs for a better life.- Report of the 19th NationalCongressChinas economic development enters a new normal75% of Chinese urban residents have confidence in quality life improvement in 3 years.- Quality of

47、 Life in Chinaby WavemakerAchieve zero povertyAround 2028 China is expected to become the largest economyin the worldThe Human Development Index (which assesses life expectancy, education and decency of life), which collectively reflects the level of social development, is still lagging behind. In 2

48、015, the index for mainland China was 0.738, ranking 90th in the world.- Population Ageing Handbook2014201820202028中國經(jīng)濟發(fā)展進入新 常態(tài)75%的中國城鎮(zhèn)居民對 未來三年生活品質(zhì)的穩(wěn) 步提升具有信心。- 蔚邁中國品質(zhì)生活白皮書實現(xiàn)0貧困人口2028 年前后有望成為 世界第一大經(jīng)濟體當(dāng)前社會的主要矛盾是人民日益增 長的美好生活需要和不平衡不充分 的發(fā)展之間的矛盾。-黨的十九大報告綜合反映社會發(fā)展水平的人類發(fā)展 指數(shù)（評估健康長壽的生活、知識 以及體面的生活水平）仍較落后。 2015

49、年中國大陸的指數(shù)為0.738，在 世界位于第90位-人口老齡化國情教育知識讀本18CHALLENGE 3:MARKETCULTIVATION市場耕耘的挑戰(zhàn)CHALLENGE 1: ECONOMIC FOUNDATION經(jīng)濟基礎(chǔ)的挑戰(zhàn)CHALLENGE 2: INDUSTRY DEVELOPMENT產(chǎn)業(yè)發(fā)展 的挑戰(zhàn)CHALLENGE 3: MARKET CULTIVATION市場耕耘的挑戰(zhàn)SECONDLY, THERES LACK OF RESOURCES AND EXPERIENCE IN VARIOUSINDUSTRIES其次，各老齡產(chǎn)業(yè)缺少足夠的資源和經(jīng)驗INADEQUATE ATTENT

50、ION ANDINVESTMENT重視與投資嚴重不足LACK OF INDUSTRIAL EXPERIENCE &19ENOUGH SUCCESS MODELS缺少可借鑒的產(chǎn)業(yè)經(jīng)驗There is currently no consensus on the focus on the silver economy, either from the directly related industries, or from forward-thinking companies. Overall, what is most lacking is attention and resources.目前對銀

51、發(fā)經(jīng)濟的關(guān)注還未形成共識， 關(guān)注來自直接相關(guān)的老年產(chǎn)業(yè)，或是 有前瞻性的企業(yè)。整體而言，最為缺 少的是足夠的重視和資源投入。Unlike other markets, the silver economy lacks experience and references for decision-making. At the moment, people are referencing foreign experience. But even relatively mature ageing societies are still learning and exploring.和其他市場不同的是

52、，銀發(fā)經(jīng)濟缺少可 借鑒的經(jīng)驗，也缺乏判斷依據(jù)。當(dāng)前尚 以借鑒外國經(jīng)驗為主，然而，即便是老 齡化程度較高的國家，也仍在探索之中。CHALLENGE 3:MARKETCULTIVATION市場耕耘的挑戰(zhàn)CHALLENGE 1: ECONOMIC FOUNDATION經(jīng)濟基礎(chǔ)的挑戰(zhàn)CHALLENGE 3: MARKET CULTIVATION市場耕耘的挑戰(zhàn)CHALLENGE 2: INDUSTRY DEVELOPMENT產(chǎn)業(yè)發(fā)展 的挑戰(zhàn)VSHowever,industrialsupply is polarised. In addition to inclusive support provided

53、byDUMBBELLSHAPED SUPPLY啞鈴型供給government and NGO, the market prefers the moreeconomically efficient and stable high- end population.但是， 產(chǎn)業(yè)供給缺集中 在兩級。除政府與非盈 利機構(gòu)所聚焦的領(lǐng)域， 以及普惠性福利之外， 很多企業(yè)更傾向于為高端銀發(fā)人群服務(wù)。20OLIVE-SHAPEDINCOME橄欖型收入Urban seniors show an“olive-shaped” income structure. More than 70% have middle or

54、high income. They are the backbone of the economy.- Chapter 2: the hiddenvalue and power城鎮(zhèn)銀發(fā)群體的收入結(jié) 構(gòu)呈橄欖型，逾七成處 于中高收入水平，是不 可忽視的消費中堅力量- 第二篇章：潛藏的商業(yè)價值和影響力THE POLARIZATION OF THE AGEING INDUSTRY IS OBVIOUS , THE INCOMEIS OLIVE-SHAPED, BUT THE INDUSTRIAL SUPPLY IS DUMBBELL-SHAPED老齡產(chǎn)業(yè)兩極化現(xiàn)象明顯，收入呈現(xiàn)橄欖型，但產(chǎn)業(yè)供給呈啞

55、鈴型。CHALLENGE 3:MARKETCULTIVATION市場耕耘的挑戰(zhàn)CHALLENGE 1: ECONOMIC FOUNDATION經(jīng)濟基礎(chǔ)的挑戰(zhàn)CHALLENGE 3: MARKET CULTIVATION市場耕耘的挑戰(zhàn)CHALLENGE 2: INDUSTRY DEVELOPMENT產(chǎn)業(yè)發(fā)展的挑戰(zhàn)ACCORDING TO CORPORATIONS, WHAT IS MOST LACKING ISDETERMINATION, AS WELL AS PRACTICE AND EXPERIENCE21站在企業(yè)視角，最為缺少的是篤定與決心，以及實踐和經(jīng)驗WORRIED ABOUT AFF

56、ECTING BRAND RECOGNITIONAlthough many brands hope to reach the seniors from a user perspective, they are unwilling to regard them as target customers.QUESTIONING THEIR SPENDING POWERCompanies commonly stimulate other generations to buy on behalf of the seniors, which strengthens the stereotype of th

57、em.質(zhì)疑消費力企業(yè)普遍采用 “曲線救國”（刺激其他代際為老年人消 費） 的模式，加深了對銀發(fā) 群體的刻板印象。LACK OF DETERMINATION AND INVESTMENTLess attention and investmentis paid versus the young market. The projects and departments for seniors often lack of resource support and determination.缺少決心和投資沒有像耕耘年輕市場那樣付出 同等的投資和精力。銀發(fā)項目 和部門常缺少資源支持或膽識 決心。擔(dān)心品牌

58、認知受影響很多品牌雖然希望以用戶角度覆蓋到銀發(fā)群體，但在做推廣時并不愿視其為目標客戶。LACK OF RESPECT AND UNDERSTANDING OF NEEDSDue to the lack of understanding, it is often generalised that all seniors have the same consumption pattern. The level of specialisation of the silver market is much lower than other markets.對需求缺少尊重和理解缺少像理解其他世代那樣對銀

59、 發(fā)群體需求的理解。常常以偏 概全，認為所有銀發(fā)族的消費 模式都一樣。銀發(fā)市場的專業(yè) 化程度遠低于其他市場。22The current focus is on the consumption power of seniors, but in fact, the problem is less attention was paid to their needs.- Jingjing Guo, Marketing Director ofBeiGeneThe silver economy has been discussed for a long time, but industries and s

60、ervices that are yet to be implemented in business. The seniors used to be young, what they like is actually the same as before. With everyones needs being different, different economic behaviors will be derived. Japan has done a good job on population ageing. What they do is to design based on a pe