關(guān)于中國摩登家庭的真相

麥肯中國真相研究中心關(guān)于中國摩登家庭的真相麥肯全球真相研究中心研究方法MW

TruthCentralStudiesMethodology2012關(guān)于媽媽的真相TruthAbout

Moms8Markets,n=

6,8002015關(guān)于父母的真相TruthAbout

Parents16Markets,n=

18,0002023關(guān)于摩登家庭的真相TruthAboutModernFamilies28Markets,n=

55,9201深入中國本土摩登家庭洞察研究China-specificIn-depth

Study*???????????樣本畫像Sample

Definition18-80歲

國民代表1-5線城市指標(biāo):

家庭規(guī)模,

年齡,

地域

&

城市18-80Y.O.Nationally

RepresentativeCityTiers

1-5Quotas:FamilySize,Age,Region

&City樣本規(guī)模量Base

Size中國市場ChinaMarket:n

=2048本土調(diào)查Fieldwork01/2024-

08/2024數(shù)據(jù)收集

&研究方法DataCollection&

Methodology定量分析Quantitative

Analysis麥肯真相研究中心數(shù)據(jù)庫線上&移動端調(diào)查問卷MWTruthCentral

DatabaseOnlineQuestionnaires&Mobile

Surveys定性分析Qualitative

Analysis15個焦點小組討論

48次一對一訪談中國主流社交媒體平臺輿情監(jiān)控

已發(fā)表資料&報告15FocusGroup

Discussions481-on-1Interviews&InvestigationsSocial

Listening

on

Key

China

PlatformsPublishedSources&

Reports23回看五千年…從“鐘鳴鼎食之家，詩書簮纓之族”到“活著回來啦”的當(dāng)代居所，如今中國家庭中的每位成員都擁有了新風(fēng)貌。For

over

five

thousand

years,

the

Chinese

family

has

transitioned

from

“generations

sharing

one

quadrangle”

to“atomicfamiliesandurban

individualism”…Today,

every

member

of

a

Chinese

family

embodies

a

fresh

and

unique

spirit.1:

家有新拼圖NewFormsof

Families2:

母職重塑Redefining

Motherhood3:

父愛漸暖Maturing

Fatherhood4:

成長的煩惱Growing

Pains5:

時髦銀發(fā)ChicSilver

Generation6:

毛茸茸的家人Fluffy

Companions4MODERN

FAMILIESNewFormsof

Families56Source:??????

MWTRUTHCENTRAL202372%認(rèn)為家庭需要一位父親和一位母親Believethatafamilyshould

consistamother&a

fatherGlobal:

42%71%認(rèn)為血緣和撫養(yǎng)關(guān)系定義誰是家人Agreethatfamilymembersaredefined

bybloodtiesandparental

relationshipsGlobal:

43%中國人的家庭觀更為傳統(tǒng)Definition

of

family

is

still

holding

on

to

tradition表示目前沒有生育計劃Source:

??????

MW

TRUTH

CENTRAL

2023

???

Red

??

Douyin

??

Weibo61%Don’thaveplanstohavechildrenfor

nowGlobal:

66%“丁克fi”5fi??fifi3?Trend

of

“DINK”

(Dual

Income,

No

Kids)

is

gaining

popularity#丁克

3.8億瀏覽#Dink,380Million

Views#丁克養(yǎng)老

1663萬瀏覽#Dink’sElderlyCare,16.63Million

Views#丁克

抖音

20.8億播放#Dink,2.08Billion

Plays#丁克家庭

6.7億播放#DinkFamilies,670Million

Plays#丁克#閱讀量3279.2萬#Dink,32.79Million

Reads7一人份小家也能充滿對自己的愛A

home

for

one

can

still

be

filled

with

self-loveSource????

Red

??

Douyin一人住Living

Alone一人游Traveling

Alone一人食Eating

Alone一人練Working

Alone一人學(xué)Learning

Alone#獨居日記

153億播放#Solo-dwellerDiary,15.3Billion

Views#獨自旅行

17億瀏覽#TravelingAlone,1.7Billion

Views#一人食

23.5億播放#EatingAlone,2.35Billion

Plays#見人不如健身

165億瀏覽#WorkoutInsteadofSocial,16.5Billion

Views#自我成長

41.5億播放#PersonalDevelopment,4.15Billion

Plays8Source:

??

Douyin

??TV

Mango

TV

??Weibo分家不分愛，親情代餐也能雙向奔赴Not

together

romantically,

but

still

family

at

heart從仇人到朋友的前夫哥Ex-husbandisstillmy

family離婚搭子排列組合：夫夫、夫妻、妻妻關(guān)系Recombinationofdivorcedindividuals:husband-husband,husband-wife,

wife-wife#前夫哥

20.9億播放#Ex-husband,2.09Billion

Plays參加完某綜藝之后，兩對夫妻分別離婚，開啟了夫夫搭子的生活A(yù)fterparticipatinginavarietyshow,two

husbandsfromdivorcedcouplesstartedtolive

together#老劉張碩同居

6735萬閱讀#LaoLiu&ZhangShuoLiving

Together67.35Million

Views9userid:529794,docid:173405,date:2024-08-29,真相

TRUTH中國家庭的組成愈加靈活多變和不拘傳統(tǒng)。強大的愛是每個家庭中的隱形的臍帶，無論他們身處何種狀態(tài)依然因愛鏈接。The

composition

of

Chinese

families

is

evolving

and

breaking

away

from

traditional

norms.Yetloveis

theinvisiblethreadthatbindsthem,regardlessoftheirform.品牌啟示

IMPLICATION

FOR

BRANDS摒棄傳統(tǒng)固定家庭模式的觀念，以愛、支持和尊重為紐帶，為他們串聯(lián)起新的家庭形式。.Reimaginemodernfamilystructuresbyprioritizinglove,

support,andrespectovertraditional

norms.10Redefining

Motherhood11Source:

??????

MW

TRUTH

CENTRAL

2023

???

Red

??

Douyin

??

Weibo81%Global:

70%完美媽媽壓力太大Toomuchpressuretobeaperfect

mom高壓之下的六邊形戰(zhàn)士Being

a

perfect

mom

comes

with

sky-high

expectations

and

intense

pressure情感支持SupportingFamily

Emotionally教育后代EducatingtheNext

Generation鞏固事業(yè)發(fā)展PursuingCareer

Growth#媽媽輔導(dǎo)作業(yè)被氣到痙攣

1.8億閱讀#Mom

Gets

Stressed

from

Tutoring

Homework180Million

Reads顏值在線BeingPretty

All-time#孕期護膚

10.8億播放#Pregnancy

Skincare1.08Billion

Plays#老公失戀了我該怎么安慰

1336.7萬播放#How

do

I

Comfort

My

Heartbroken

Husband13.36Million

Plays調(diào)解婆媳關(guān)系MediatingRelationwith

Mother-in-law#婆媳關(guān)系怎樣處理

4億瀏覽#HowtoHandleRelationshipwith

Mother-in-law?400Million

Views#全職媽媽重返職場

3147.7萬瀏覽#Full-timeMomRe-enteringthe

Workforce31.47Million

Views照顧家庭TakingCareof

Family#Women

Dedicate

3

to

6

Hours

Daily

to

Unpaid

Housework100Million

Views#女性每天無償家務(wù)時間約為3到6小時

1億閱讀12Source:

???

Red

??

Douyin

??

Weibo

??Zhihu不被理解的世界World

of

mom

is

often

overlookedHouseworkTakenfor

Granted隱形勞動被視為理所當(dāng)然#家務(wù)就該女人做嗎4702.2萬閱讀#IsHouseworktheDutyonlyfor

Women?47Million

Reads#隱形家務(wù)才是最讓人崩潰的1765萬瀏覽#Invisible

Housework

is

the

Most

Frustrating

Thing17.65Million

Views#男人掙錢回來晚就不參與家務(wù)了嗎？17萬瀏覽#Do

Men

Avoid

Doing

Housework

just

Because

TheyComeHomeLatefromWork?170Thousand

Views#請別再用更年期挖苦女人了2592萬閱讀#Please

Stop

Using

Menopause

to

Tease

Women25.92Million

Views#暴躁老媽360萬瀏覽#IrritatedMom,3.6Million

Views#被逼瘋的媽媽5479萬播放#OverwhelmedMom,54.79Million

ViewsSelf-Worthbeing

Ignored自我價值的被忽視#媽媽因妹妹發(fā)燒未及時接姐姐而自責(zé)1億閱讀#Mom

Blames

Herself

for

Not

Taking

Good

Care

of

Kid100Million

Views#媽媽說我結(jié)婚了才能理解她的辛苦846萬閱讀#Mom

Says

I

Can’t

Understand

Her8.46Million

Views#全職媽媽不快樂，又走不出去怎么辦？37萬瀏覽#Full-timeMom’s

Unhappiness370Thousand

ViewsPressuresfromWorkplaceand

Family職場和家庭的雙重壓力Emotionsbeing

Misunderstood情緒變化被誤解#職場媽媽建議調(diào)整下班時間方便接娃5448萬閱讀#WorkingMoms

NeedTimeforPicking-upKids54million

Views#上班背奶1792萬瀏覽#BreastfeedingatWork,17.92Million

Views#職場媽媽有多難4787萬播放#To

be

a

Working

Mom

is

Challenging47.87Million

Views13Source:

???

Red

??

Douyin角色選擇的雙岔路口Facing

a

crossroad

assigned

by

societal

expectations“被丈夫疼愛的”小嬌妻“Beloved”Trophy

Wife突出女性柔弱、賢惠的傳統(tǒng)印象，強調(diào)愛是需要男人賜予。Theyemphasizetraditionalfemininevirtueslikegentleness

anddependability,believingthatshowingvulnerabilityisthekeytowinaman's

heart.“獨立瀟灑的”大女主“Independent”Big

Heroine她們獨立、完整且自主，并非特指的會賺錢的女強人。Theyareindependent,complete,andself-driven

individuals,definedbymorethanjusttheirabilitytoearn

money.抖音上的霸道總裁愛上平凡女孩的短劇

#霸道總裁小嬌妻獲得1.8億播放量The

skit

about

a

powerful

CEO

falling

in

love

with

an

ordinarygirlgained180millionplayson

TikTok#Hegemonic

CEO

and

His

Trophy

Wife越來越多的妻子，在社交媒體上分享自己的蛻變經(jīng)歷和心得

#大女主

6.3億瀏覽Anincreasingnumberofwivesaresharingtheirtransformation

experiences

and

insights

on

social

media#BigHeroine630Million

Views14Source:??Douyin??Weibo開啟“媽媽的多重宇宙”Unlockingthe“Multiverseof

Motherhoods”關(guān)于母親的面紗，正在一層層被揭開，由此，她們真正被看見Astheveilliftsonmotherhood,

thetrueessenceof

being

a

mom

is

gradually

revealed是媽媽也是高材生Both

a

Mom

and

a

High

Achiever是媽媽也是二次元Both

a

Mom

and

an

Anime

Fan#有個二次元媽媽是什么樣的體驗723萬閱讀#What

isitlike

to

Have

a

Mom

who

isan

AnimeFan?7.23Million

Views是媽媽也是藝術(shù)家Both

a

Mom

and

an

Artist#996職場媽媽備考半年考上復(fù)旦MBA7915萬閱讀#996WorkingMomPreparedforSixMonths

and

Got

Admitted

by

Fudan

MBA79.15MillionViews#不識字的媽媽為了孩子成了畫家216萬閱讀#TheIlliterateMotherbecame

aPainterforHer

Child2.16Million

Views是媽媽也是運動員Both

a

Mom

and

an

Athlete#帶娃健身9.8億播放#GoingtoGymwithMy

Babies980Million

Plays是媽媽也是旅行家Both

a

Mom

and

a

Traveler#有個愛旅行的媽媽是什么體驗538.3萬播放#What

isitlike

to

Have

a

Mom

whoLoves

Traveling?5.383Million

Plays15真相

TRUTH高壓的中國母親從不被理解，到尋找依附

vs

獨立中的新的平衡，并在積極的轉(zhuǎn)折中，嘗試解鎖更多可能性。Chinesemothers,oftenunderhighpressureandmisunderstood,arenowseekinganewbalancebetween

dependency

and

independence.

In

this

positive

shift,

they

are

exploring

more

possibilities.品牌啟示

IMPLICATION

FOR

BRANDS更多的看到和理解母親，為她們展示更多人生可能。無論她們選擇什么，都真誠的站在她們身邊。Recognize

and

understand

mothers

moredeeply,

and

show

mothers

the

many

possibilities

in

life.Regardless

oftheirchoices,wesincerelystandbytheirside.16Maturing

FatherhoodMODERN

FAMILIES1761%Global:

55%Source:??????

MWTRUTHCENTRAL2023認(rèn)為現(xiàn)在的男人比過去更適合做父親Agreethatmenarebetterfathers

nowthantheyusedto

be吾家有父“初長成”Dad

has

just

“

Come

of

Age

”18爹味Dadsplaining大男子主義強，只能通過訓(xùn)誡或貶低別人來找存在感，情緒易怒等。Strongmachismoisoftencharacterizedbytheneedtoassertdominancethrough

admonishingorbelittlingothers,emotionalirritability,andsimilar

traits.Dadsplaining來自單詞

mansplaining意思為居高臨下的說教，常被用來暗指男性不禮貌的說教和歧視。Developedfrom

mansplaining,dadsplaining

referstoafather'scondescendingexplanations,oftenusedtoalludetoimpolitelecturingand

discrimination.為什么中國年輕人用“爹”來特指這種貶義的形容詞呢？WhydoyoungChinesepeople

use“dad"tospecificallyrefertothisderogatory

adjective?2023

#爹味

的批評討論全網(wǎng)超過2.7億In2023,thereweremorethan270million

criticaldiscussionsonthe

Internet.傳統(tǒng)“爹味”

遭到審判“Dadsplaining”ison

trialSource:??

Douyin;???

Red19#包容#Inclusive39.4%#善于溝通#Goodat

communication38.5%#顧家#Family-oriented64.5%#共情#Empathic26%#真誠#Sincere21.2%“暖爸”成為了新的標(biāo)兵“Engaging

Dad”

is

the

new

role

model「當(dāng)代年輕人想成為什么樣的父親」What

kind

of

father

do

today’s

young

people

want

to

become?Source:??????

MWTRUTHCENTRAL2023;TencentNews20年輕爸爸每天陪伴孩子大于2小時的比例Theproportionofyoungfatherswhospend

morethantwohoursadaywiththeir

children目前年輕家庭的育兒主力Currentmainforceofchildcareforyoung

families媽媽Mother47%爸爸Father5.7%共同Together25.7%爸爸們對自己的預(yù)期Fathers’

self-expectation57.5%44.5%實際Actual其他家庭成員Otherfamily

members21%“一夜抱父”仍需努力A

“FatherhoodShift”stillrequireseffortSource:??????

MWTRUTHCENTRAL2023;TencentNews21奶爸新公式草原奶爸：帶寶寶在馬背上長大PrairieDad:RaisetheBabyon

Horseback學(xué)術(shù)奶爸：0歲寶寶啟蒙物理學(xué)AcademicDad:Infants’Physics

Enlightenment+130.3103.8132.4185.3100.182.8168.880?90?Source:??

Douyin;???

Red+一技之長AUnique

Specialty腦洞遛娃CreativelyTakingCareof

Kids科學(xué)養(yǎng)娃Scientific

ParentingNew

formula

for

being

a

modern

dad創(chuàng)造力卓群Outstanding

Creativity父嬰博主賽道，科學(xué)加力Social

&InfluencersProvideMoreScientificParentingKnowledges年輕爸爸獲取育兒知識的渠道偏好ChannelPreferencesofYoungFathersAcquiringParenting

Knowledge??????????app??????Ask

ExpertParenting

AppSearch

Engine22真相

TRUTH中國的父職在迭代中有了新的理想樣本，在完全能獨當(dāng)一面前，現(xiàn)代奶爸展現(xiàn)出了區(qū)別于傳統(tǒng)雄風(fēng)的靈活樣貌。Fatherhood

in

China

is

transforming,with

modern

dads

breakingfree

from

traditionalmasculinity

and

adapting

to

a

new

ideal,

all

the

while

still

findingtheirfooting.品牌啟示

IMPLICATION

FOR

BRANDS區(qū)別于傳統(tǒng)設(shè)定，展現(xiàn)新的父職參與的育兒場景，引導(dǎo)和提供適合父親的新型育兒方式。Reveal

and

refresh

fatherhood

scenarios,

andfurtherprovide

cutting-edge

parenting

guides

tailoredto

dads.23Growing

Pains24Source:?2022-2023??????????18歲以下抑郁癥患病人群占比30.3%笑不起來的孩子Growingupisn’talwaysa

joyrideof

people

with

depression

are

under

18

years

old25Source:

???

Red

??

Douyin難以剎車的代際創(chuàng)傷從被父母打壓Frombeingsuppressedby

parents到打壓孩子Tosuppressingtheir

childrenGenerational

trauma:

a

persistent

echo

inherited

from

generation“掃興家長”成為代際創(chuàng)傷的外化表現(xiàn)，年輕人們在社媒上這種相處方式進行演繹和聲討。“DisappointingParents”havebecomesymbolsofintergenerationaltrauma,andyoungpeopleareresisting

thistypeofparentingonsocial

media.#陶昕然媽媽

186.5萬播放#TaoXinran’s

Mom1.8Million

Plays#陶昕然

6967.5萬瀏覽#Tao

Xinran69Million

Views#原生家庭

40.8億瀏覽#Family-of-origin4.08Billion

Views#掃興的父母

1145萬瀏覽#Disappointing

Parents11.45Million

Views一位年近40的女演員聊起自己的童年經(jīng)歷還會潛然淚下，她把形容那段經(jīng)歷為魔鬼訓(xùn)練營。A

40-year-old

actress

still

breaks

into

tears

whenrecountingherchildhoodexperience,whichshedescribesas

a'devil'strainingcamp.26儒家自反性和父權(quán)的審視，成為多數(shù)中國家庭相處中的頑疾ConfucianintrospectionandpatriarchalvalueshavebecomefundamentalissuesinmanyChinese

families.27Source:

??????

MW

TRUTH

CENTRAL

2023

???

Red

??

Douyin

??

Weibo

???

ChinaNationalRadio無法忽視的校園霸凌School

bullying

is

a

harsh

reality

that

demands

attention校園霸凌新聞層出不窮Schoolbullyingnews

keepspopping

up53.5%的學(xué)生都遭受過校園欺凌More

than

half

of

students

hadexperiencedschool

bullying28Source:

???

Red

??

Douyin

??Weibo對抗不公Fighting

Injustice尋自求我疏和導(dǎo)解PsychologicalCounseling休學(xué)療愈GapYearfor

Recovery提前干預(yù)Pre-intervention共渡抑郁Copewith

DepressionTogether家長反思Parents

Reflections#抵制校園霸凌

9685.3萬瀏覽#ResistSchool

Bullying96.853Million

Views#青少年心理咨詢

313.4萬播放#Adolescent

Counseling3.134Million

Plays#抑郁休學(xué)

960.7萬播放#DropoutCausedby

Depression9.607Million

Plays#高敏感小孩

888.8萬瀏覽#HighlySensitive

Children8.888Million

Views#孩子抑郁

3.5億播放#Child

Depression350Million

Plays#原生家庭對子女的影響

7.4億閱讀#FamilyImpacton

Children740Million

Reads一場共同發(fā)力的自救與拯救Fighting

depression

takes

a

collective

effort

from

everyone青少年積極求變Self-rescue家庭共渡難關(guān)Parents’

Support29真相

TRUTH成長中遭遇的代際創(chuàng)傷和校園霸凌的負(fù)面影響愈發(fā)明顯，抑郁的群體也越來越多。好消息是，我們已經(jīng)正視并積極消解這些負(fù)面情緒。Generational

trauma

and

the

effects

of

school

bullying

are

becoming

more

evident,

contributing

to

a

rise

in

depression.The

good

news

is

that

we

are

now

actively

working

to

address

these

issues.品牌啟示

IMPLICATION

FOR

BRANDS支持心理健康教育和反霸凌項目，為他們提供強有力的精神支柱，積極面對成長中的挑戰(zhàn)和困擾，和他們一起共度難關(guān)。Support

mental

health

and

anti-bullying

initiativestoempower

kidstotackle

challenges

and

thrive

through

their

growth.By

facing

the

challenges

and

difficulties

of

growing

up

together,

we

can

help

them

navigate

through

tough

times.30乍．＇，r'·'ChicSilver

GenerationMODERN

FAMILIES312.92023年，中國60歲及以上人口超：Source:

?????2023In

2023,

China‘s

population

aged

60

and

above

exceeded:290

Million億占全國人口的accountingforthe

nationalpopulation21.1%走向臺前的隱藏角色Silvergenerationsteps

intothespotlight32Source:

??

Douyin

???

Red

??Weibo退休不退場的心態(tài)轉(zhuǎn)換Retirement

from

work

doesn’t

mean

retirement

from

life告別無聊開啟事業(yè)第二春FarewelltoBoredom:startinga

secondcareer心在路上用腳步探索世界AlwaysontheRoad:exploring

theworldonestepata

time#旅居養(yǎng)老

5.1億播放#SeniorResidential

Tourism510Million

Plays藝多不壓身主動拓展新愛好Skills

are

Never

a

Burden:

embracing

newhobbiestobring

fulfillment#老年大學(xué)

9944.7萬瀏覽#Senior

College99.447Million

Views#退休后繼續(xù)工作是什么體驗

291.9萬閱讀#Whatis

itliketoContinueWorkingafterRetirement?2.919Million

Views33Source?????

Bilibili??Douyin老有意思的5G銀發(fā)族@學(xué)化妝的阿姨美妝博主

56歲@馬姐

模特

61歲@骨灰級游戲玩家_楊老頭游戲博主

88歲Fun-lovingsilver

generation成為意見領(lǐng)袖不再是年輕人的專利，老年人也在展示生活的多面性Becoming

influencers

is

no

longer

exclusive

to

the

young,

silver

generation

is

also

leadingthe

trend

by

showcasing

their

diverse

lives@SisterMaModel

61Y.O.粉絲數(shù)48萬480K

Followers@末那大叔穿搭博主

87歲@Uncle

MonaFashionBlogger

87Y.O.@63奕姐生活方式博主

63歲@63SisterYiLifestyleBlogger

63Y.O.粉絲數(shù)1635萬16.35M

Followers粉絲數(shù)155萬1.55M

Followers粉絲數(shù)30萬300K

Followers粉絲數(shù)20萬200k

Followers@HardcoreGamerOld

YangVideoGameBlogger

88Y.O.@AuntieMakeupBeautyBlogger

56Y.O.34Source:

??

Douyin

???

Red

??Weibo老年生活成為青年靈感Silver

becomes

an

inspiration

for

the

young年輕人住進養(yǎng)老院YoungGenerationMovingintoNursing

Home@

縉云縣養(yǎng)老院“跨代共居”項目一批00后在進了養(yǎng)老院，房租

1000元，根據(jù)完成的志愿服務(wù)就減免租金。GenZ

JoinsSilverGenerationinJinyunCounty’s“IntergenerationalLiving”Project.RentStartsat1,000Yuan,withVolunteerWorkReducing

Costs.年輕人玩進廣場舞YoungGenerationJoininginSquare

Dancing@貴陽市文旅局

23年全國廣場舞大會，邀請年輕人加入到老年人的活動中，一同感受舞蹈的快樂。Guiyang’s2023NationalSquareDanceFestivalinvites

youthtojoinsilvergenerationinexperiencingthejoyofdance

together.#年輕人的廣場舞

7.4億播放#YoungPeople’sSquare

Dance740Million

Plays#當(dāng)年輕人開始跳廣場舞

162.9萬瀏覽#WhenYoungPeopleStartSquare

Dance1.629MillionViews年輕人吃進長者食堂YoungGenerationDininginSilverGeneration

Canteen不少年輕人開始選擇在口味清淡、價格優(yōu)惠的長者食堂就餐。同時也因這一舉動是否占便宜引發(fā)熱議。Younger

diners

are

flockingto

silver

generation

canteens

for

their

mild

flavors

and

budget-friendlyprices,

sparking

a

lively

debate

on

whether

theyare

taking

unfair

advantage.@天津市民政局

回應(yīng)支持年輕人到老年食堂蹭吃@Tianjin

Civil

Affairs

Bureau

supports

young

people

to

dine

at

senior

canteen#00后住進養(yǎng)老院是一種怎么樣的體驗

1237.5萬播放#What

is

it

like

for

“Post-00s”

to

Live

in

a

Nursing

Home?12.375Million

Plays#手頭緊的年輕人正在蹭老消費3475.6萬閱讀#BrokeTeenagersareTryingShopping

likeSilver

Generation34.756Million

Views35真相

TRUTH時髦的老年人們主動迎合社會變化，不僅延展多彩的晚年生活，更有部一分老年人逐漸成為年輕人的偶像。Trendy

silver

generation

is

redefining

aging,

sparking

vibrant

lives,

and

becoming

new

iconsfor

theyoung

generation.品牌啟示

IMPLICATION

FOR

BRANDS告別老人味濾鏡，輸出更加輕松活潑的老年人形象，同時積極嘗試更多代際互動場景，讓老年人的經(jīng)驗與智慧照亮年輕人的道路。Break

the

silver

generation

stereotype—reveal

a

vibrant

new

image

of

aging

and

exploreintergenerational

scenarios

where

silver

generation

can

be

new

inspirations

to

the

young

generation.36Fluffy

CompanionsMODERN

FAMILIES37毛孩子上演家有兒女Choosing

pets

over

kids

is

the

new

trendSource?????

Dazhong

Daily;

?????

APAInstitute;

???????????

Pharmaceutical

Innovation

and

Technology

Frontier

Forum

2023??????????????

Chinese

pet

industrytrends

InsightWhitepaper-

40%10565萬戶養(yǎng)寵家庭規(guī)模破億預(yù)測2023TheNumberofPet-raisingFamilies

isExpectedto

Increase寵物市場規(guī)模近五年復(fù)合增長率5-YearGrowthForecastforthePet

Market新生兒人口近五年下滑NewbornPopulation

DropsOverthePastFive

Years+13.1%38關(guān)心加碼，寵物也是親生的Pets,

who

are

cared

for

deeply,

are

like

beloved

childrenSource????Red????Alipay@AtsuNanya:

One

of

the

most

important

things

I

learned

this

week

isthatanimalsreallydohavemoreneedsthanjust"snacks"and"meals".#PetTalk

button@AtsuNanya：這一周我學(xué)到的一件很重要的事情是，小動物們真的有比“零食”、“吃飯”更多的訴求。#寵物交流按鈕寵物殯葬讓愛永不消逝PetFuneralServices:EnsuringLoveNever

Fades#寵物殯葬8.28千萬瀏覽#PetsFuneral,82.8Million

Views寵物幼兒園Pet

Kindergarten寵物按鈕PetTalking

Buttons寵物殯葬寺廟PetFuneral

Temple寵物紙錢PetJoss

Paper寵物晶石PetLife

Crystals39溝通升級，傳愛無阻礙UpgradedCommunicati