Kaidu × Fuxi Laboratory released the research on silver-haired people in China.

According to PR Newswire, when the economy is gradually recovering, young people are more inclined to spend rationally; Older consumers have gradually adapted to convenient Internet shopping, paying more attention to healthy living and health care, and showing their market strength as the main consumer.

In 2024, Kaidu and Fuxi Laboratory, a domestic silver-haired health research platform, jointly launched a series of reports on the research of silver-haired people in China to explore the silver-haired market. The first issue of sharing: how do the silver-haired people look at "old" in the era of longevity, and how should brands understand "old" people.

First, the division of silver-haired people in China

In this paper, we will mainly focus on two types of silver-haired people aged 55-64 and 65-74.

Second, understand China’s silver hair from three dimensions

In addition to the objective and universal definition of "age", we should pay more attention to individual differences and gain a multi-dimensional insight into the silver-haired people in the long-lived era from the physiological, psychological and social levels.

1, the physiological level of self-perception-physical health is an important dividing line of aging.

It is an irreversible natural law that physiological function declines with age. However, with the social stability, economic growth and the development of medical science and technology, this process is gradually slowing down-life expectancy is prolonging and the period of health decline is delaying.

Physical function affects the lifestyle of the elderly. Appearance aging is only a superficial criterion for judging old age, while physical health is the essential dividing line of "old age". Behind the sound of "I am old" are various discomforts brought about by the gradual decline of physiological functions.

2. Self-cognition at psychological level-another key factor that determines whether you are aging or not lies in your mentality.

In addition to feeling aging through physical health, we should also examine aging from a psychological perspective. Many elderly people have "procrastination" and are not satisfied with their old age. Due to the change of professional role, the daily interaction between retired old people and colleagues is reduced, and the original pace of life is disrupted.

At the same time, with the evolution of family structure in China, "miniaturization" and "fewer children" lead to the phenomenon of living alone and empty nest. The opportunities for intergenerational communication among the elderly are reduced, the needs are not understood, and the family closeness index is declining, which leads to a series of mental health problems such as loneliness. In order to alleviate this psychological discomfort, the newly retired silver-haired people began to actively shift their life focus to the outside of the family and seek more positive interaction with the outside world. However, for older people with silver hair, limited by income, educational background and physical activity ability, their lives are more focused on the life track around their children.

In terms of values, one of the biggest characteristics of silver-haired people aged 55-64 is their strong sense of autonomy. They tend to consume for themselves and pursue a better quality of life.

Silver-haired people aged 65-74 have strong family dedication, are willing to contribute to their children, and often play the role of caring for the third generation, showing the characteristics of being unwilling to get old.

3. Self-orientation at the social level-the change of roles is inevitable.

From professional role to leisure role, from subject role to dependent role, the change of social role is also an important factor for the elderly to view themselves. Consumers aged 55-64 have just left their jobs, and they have a lot of free time after retirement. Therefore, they have more opportunities to try and realize various possibilities in life: to break away from family bondage, return to self, and actively pursue "relationship health" socially.

The enthusiasm of silver-haired people aged 65-74 in paying attention to social dynamics is often an important aspect for them to define whether they are "old". Their social network radiates outward with the small home where they live as the center, social activities are gradually reduced due to limited activity ability, and the gathering of friends/colleagues is gradually transferred from offline to online.

Third, the four behavioral trends of silver-haired people in China

1. Digitalization behavior has increased, from "Internet blindness" to "Internet busyness"

With the further popularization of the Internet, elderly consumers have gradually learned to enjoy the convenience brought by technology. Online shopping, online registration and other behaviors have become popular among consumers in first-tier cities, and elderly KOL has begun to appear. Like the topics that young people are concerned about, silver-haired people are as happy to share what they see and hear about wearing, eating, drinking and living online.

2. "Old-fashioned" is popular, and dressing up is no longer a patent for young people.

Internet has expanded the socialization of silver-haired people to a wider range of young people, and the elderly want to look younger than their peers. Dressing up is no longer the exclusive right of young people. Silver-haired people pay special attention to the problems of teeth, hair and skin. They actively take measures to make themselves beautiful through daily diet, health care products, cosmetics, exercise and even medical beauty technology.

3. Social attributes are enhanced, and the elderly "social cows" convey happiness.

From "individual health" to "relationship health", silver-haired people not only learned how to browse social media, but also became skilled participants. From hobbies to self-entertainment, to showing talents on social platforms, even starting classes, organizing group friends, and expressing self-style. They travel across a wider geographical space.

4. Enhance health awareness and strive to be a "high-quality" elderly person.

Under the policy propaganda, the concept of health care of silver-haired people has changed, their awareness of health prevention has increased, and their willingness to invest in health has been high. Silver-haired people have changed from pursuing "long life" to pursuing "healthy life", and each person has taken four or five different health measures, mainly including: exercise, paying attention to diet, paying attention to work and rest, and regular physical examination. Research shows that physical health, economic level/income, intergenerational relations, physical condition of relatives and friends, and education level/learning ability are the five major factors that mainly affect the health behavior of the elderly. These five key factors also distinguish the health involvement of individual differences of the elderly.

Original title: "Richer than youth, more leisure than middle age? Four behavioral trends of silver-haired people in China | Industry Report.

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1905 movie network news Recently, the writer of historical novels revealed that the new work Litchi in Chang ‘an will be made into a movie. The film producer officially released the concept poster of "Litchi in Chang ‘an" by the famous poster designer Huang Hai. The attractive litchi in the poster conveys the magnificent and prosperous atmosphere of the prosperous Tang Dynasty, and also turns into the journey of the protagonist riding the world of mortals, while the leaves on the branches are somewhat withered, just like the fate of small people in the workplace dilemma and the struggle to be unwilling to fall.

Litchi in Chang ‘an is the latest historical novel published by Ma Boyong, which is inspired by the famous sentence of Du Mu, a poet in the Tang Dynasty, "Riding a princess in the world of mortals and laughing, no one knows it is litchi". The author constructed a story of Li Shande, a social animal in the Tang Dynasty, who tried his best to transport fresh litchi across 5,000 miles. His style followed Ma Boyong’s consistent sense of time and space tension, and his reading sense was hearty.

While chatting about the new book in the guest live room, Ma Boyong officially announced the news that Litchi in Chang ‘an will be filmed, and personally showed the first material for netizens — — Concept poster designed by famous poster designer Huang Hai. With the fresh and tender red litchi as the main vision, a few flagging leaves hanging from the treetops combine into a shape that seems to be controlled by invisible big hands, hanging over the grass-roots officials who are riding horses and whipping for litchi, and galloping away on the rugged road composed of the texture on the surface of litchi. The composition composed of fruits, branches, horses and long roads symbolizes the uncontrollable fate and unknown future of the little people behind "riding a princess in the world of mortals and laughing". Ma Boyong also said on the spot that he liked the design of this poster, which not only fits the situation of the novel, but also fits the artistic conception of "riding the world of mortals".

As fans, Yu Minhong and Dong Yuhui had a lot of interesting interactions with Ma Boyong during the live broadcast. The three scholars broadcast live business, and the historical anecdotes are handy and witty. Seeing the poster, Mr. Yu laughed and said that he would strive for film performance opportunities for himself. As Du Fu’s hometown in Shaanxi, Mr. Dong joked that he could play litchi in the movie. Jokes are jokes. When it comes to film adaptation, Ma Boyong said that he would not interfere with casting and film creation. He bluntly said that "novels and scripts are two majors, and professional people only do professional things".

　

In Ma Boyong’s writing universe, the detailed historical background, solid literary foundation, compact plot, layers of suspense, and ingenious space-time structure have brought great readability and picture sense to each of his works, which have been talked about by countless readers. For this reason, Ma Boyong’s historical novels are also regarded as the treasure of popular film adaptation — — Historical novels such as Antique close encounter of mahjong, The Longest Day In Chang’an, The Wind Rises in Luoyang, and The Wind Rises in Longxi have been adapted into film and television dramas, which triggered a movie-watching craze. Litchi in Chang ‘an will be Ma Boyong’s second novel to be put on the big screen.

Yu Gengzhe, an expert in the history of Sui and Tang Dynasties, made a subtle evaluation of the novel in the preface of the book — — "Ma Boyong combined his familiarity with history with realistic concern, which enabled his writing to hit people’s hearts directly." Among them, there is Ma Boyong’s consistent story charm, that is, "a series of ups and downs are unfolded every second, which is impenetrable". "But different from the past, Ma Boyong said that this is a costume version of the workplace novel, and the protagonist is a social animal in the workplace. In one sentence, it is" I have been bald all my life ",telling the hardships and pains of the protagonist in a humorous and absurd way. At first, the novel was serialized on the Internet, which made readers want to stop. After the publication of the physical book, it quickly topped the best-seller lists. Readers commented on the book with "Cheats of Ancient Workplace Survival", "Fresh Delivery by Little Brother Datang Express" and "Reading every line is reading themselves".

　　CCTV News:On August 19th, the Propaganda Department of the CPC Central Committee held a series of press conferences on the theme of "Ten Years in China", introducing the achievements of building a network power in the new era and answering reporters’ questions.

　　People’s Daily reporter:General Secretary of the Supreme Leader emphasized that positive energy is the general requirement, management is the last word, and good use is the real skill. What progress and achievements have been made in "positive energy is the general requirement"? From what aspects will we continue to strengthen the construction of online content and provide more high-quality "online meals" for the people? Thank you.

　　Niu Yibing, Deputy Director of the National Network Information Office of the Central Network Information Office:Thank you, reporter friends of People’s Daily. People’s Daily is an online media sponsored by People’s Daily. Let’s ask Mr. Zhang Yong, deputy director of the Network Communication Bureau and a first-class inspector, to answer your questions.

　　Zhang Yong, head of the Network Communication Bureau of the Central Network Information Office:Thank you for your concern about the construction of online content. General Secretary of the Supreme Leader stressed that online public opinion work should be regarded as the top priority of propaganda and ideological work. Under the unified deployment of Publicity Department of the Communist Party of China, the national network information system insists on taking the online publicity of the Supreme Leader General Secretary and the Supreme Leader’s New Era Socialism with Chinese characteristics Thought as the top priority, coordinating online communication resources, increasing the supply of high-quality content, and launching a large number of phenomenal new media works such as "Looking at the main peak with majestic mountains" and "Holding the mother’s hand", showing the leadership style of the Supreme Leader General Secretary in an all-round and three-dimensional way, and letting the party’s innovative theory fly into the homes of ordinary people.

　　We persist in innovation, strive for progress while maintaining stability, carefully publicize major online themes and set major topics, actively promote the in-depth development of media integration, accelerate the construction of a mainstream public opinion pattern integrating online and offline, and firmly occupy the commanding heights of public opinion guidance, ideological guidance, cultural heritage and serving the people. Around the major themes of celebrating the centenary of the founding of the Communist Party of China (CPC), such as ecological civilization construction, poverty alleviation, rural revitalization, and fighting against epidemic diseases, a large number of online theme publicity activities, such as "Great achievements in the future, just a hundred years of elegance", were launched to comprehensively display the achievements in economic and social construction and development in various fields, and to unite the majestic spiritual strength of forging ahead in a new journey and building a new era. Strengthen and improve international communication on the Internet, speed up the construction of China discourse and China narrative system, launch international communication activities such as "China has an appointment" and "punching China", tell the story of China and the Communist Party of China (CPC) well, enhance the appeal of Chinese culture, the image affinity of China and the persuasiveness of China discourse, and make the Chinese voice spread farther and wider.

　　In the next step, the online positive publicity and public opinion guidance work will closely focus on the main line of welcoming the propaganda and implementation of the 20th Party Congress, scientifically grasp the laws of online communication, constantly promote the innovation of work concepts, methods and means, carrier channels and institutional mechanisms, continuously deepen the online study and publicity education of Socialism with Chinese characteristics Thought of the Supreme Leader in the new era, continuously expand the mainstream ideological and public opinion positions on the Internet, develop a positive and healthy online culture, and strengthen and improve the international communication work on the Internet. Effectively enhance the communication, guidance, influence and credibility of mainstream public opinion on the Internet, make the voice of the Party always the strongest voice in cyberspace, and greet the convening of the Party’s 20th National Congress with practical actions. Thank you.