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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On the afternoon of 17th, a delegation of teachers and students from mainland universities visited Taiwan Province University of Political Science. This is Ding Ning, the Olympic champion, playing table tennis with political college students. Xinhua News Agency reporter Wang Chengyu photo

　　Xinhua News Agency, Taipei, July 17th (Reporter Chen Jun, Wang Chenghao) On the afternoon of 17th, a delegation of teachers and students from mainland universities led by Professor Hao Ping, secretary of the Party Committee of Peking University, visited Taiwan Province University of Political Science and exchanged views with its students.

　　Taiwan Province University of Political Science is surrounded by mountains and rivers with beautiful scenery. As a well-known university of humanities and social sciences in Taiwan Province, CUHK is committed to promoting academic exchanges and cooperation across the Taiwan Strait, and has signed cooperation and exchange agreements with many higher education institutions in mainland China, such as Peking University and Tsinghua University.

　　Chen Shuheng, Vice President of Taiwan Province University of Political Science, delivered a speech welcoming the teachers and students from mainland universities. He described his excitement as "reunion after a long separation". He said that cross-strait educational exchanges have long been based, and Chengda has also established sister schools with many universities in the mainland, and there are endless exchanges between teachers and students.

　　"A pot of turbid wine is happy to meet." Chen Shuheng said that this visit by mainland teachers and students is of great significance, and I wish the trip a smooth and complete one, so that the once blocked cross-strait educational exchanges can be resumed.

　　Hao Ping said in his speech that the exchange of visits between college students is an important bridge and link between the two sides of the strait. I hope to further strengthen exchanges and cooperation with the Political University, enhance mutual understanding, learn from each other, cultivate talents together, benefit the society, and work together to realize the great rejuvenation of the Chinese nation.

　　He also hopes that young people on both sides of the strait will have more exchanges, form deeper friendship, enhance feelings and family ties, and build a "bridge connecting the two sides of the strait" to create the long-term well-being of the Chinese nation and share the great glory of national rejuvenation.

On the afternoon of 17th, a delegation of teachers and students from mainland universities visited Taiwan Province University of Political Science and had an exchange discussion with its students. Xinhua News Agency reporter Wang Chengyu photo

　　In his speech, Mr. Ma Ying-jeou happily recalled his visit to the mainland this spring to pay homage to his ancestors and was warmly welcomed by mainland compatriots. He said that the visit of teachers and students from mainland universities is of great significance, and he hoped that young people on both sides of the strait would have more exchanges and establish friendship.

　　Mainland teachers and students listened to the brief introduction of the Institute of East Asian Studies at Chengchi University, and visited the campus facilities such as Daxian Library. During the discussion session between the students of the two schools, the two sides started questions and answers on the youth baseball training in Taiwan Province and the sports atmosphere in colleges and universities. They had frank exchanges and warm interactions, and hearty laughter sounded from time to time during the dinner. After the meeting, the students of the two schools also exchanged contact information, and the online communication did not end.

　　On the afternoon of July 17, mainland college students spoke at the exchange forum. Xinhua News Agency reporter Wang Chengyu photo

　　Ding Ning, head of the mainland students’ group and Olympic champion, learned skills from the table tennis team of Chengchi University in the gymnasium, patiently guiding the skills of receiving and plucking the ball, which attracted fans from Taiwan Province to cheer.

　　Two Chengda players teamed up with Ding Ning and Fudan University student Zhuang Yezhao in doubles respectively, and both sides came and went, and occasional mistakes would be cheered by students on both sides of the field. At the end of the competition, Ding Ning said that sports communication is not about level, but about participation, which is the meaning of sports. "I hope to have more interaction with Taiwan Province and exchange ping-pong skills."

　　A delegation of 37 teachers and students from mainland universities arrived in Taiwan on 15th for an exchange visit. During their stay in Taiwan, they will also have exchanges with Chinese Culture University, Taiwan Province University, Donghua University and other universities.

CCTV News:Xixi national wetland park is the first national wetland park in China. In recent years, Xixi protected and utilized wetlands to release ecological dividends, constantly enhancing people’s sense of ecological environment acquisition and happiness.

In the Xixi wetland in spring, a stream is full of smoke. Cao Guohua, a 58-year-old boatman, paddled a paddle boat and took tourists through the water lane.

Cao Guohua, a boatman in Xixi Wetland Park, Hangzhou, Zhejiang: Now the water in the wetland has returned to the water we had when we were children, and it is crystal clear. All the first-class protected animals at the national level have come. When receiving tourists, what they hear most is that Xixi is so beautiful! So, I am from Xixi, and I am proud.

As a native of Xixi village, Cao Guohua knows the twists and turns behind this beauty. In the 1990s, with the acceleration of urbanization, this wetland was destroyed by over-exploitation and environmental degradation.

The environment has been damaged, and there is no livelihood, so the villagers have made a mistake. At this time, Zhejiang Province started the comprehensive protection project of Xixi Wetland, and more than 4,000 households in the wetland moved collectively to alleviate the ecological pressure.

In April 2005, Xixi National Wetland Park opened. The supreme leader comrade, then secretary of Zhejiang Provincial Party Committee, sent a special letter, hoping to further improve the protection, management, operation and research of Xixi wetland, make Xixi more beautiful and make Hangzhou more beautiful. Xixi Wetland Management Committee has always treasured this congratulatory letter.

Jin Heng, Deputy Secretary of Xixi Management Committee of West Lake in Hangzhou, Zhejiang Province:General Secretary of the Supreme Leader has always been concerned about the construction and development of Xixi Wetland. On the eve of the opening of the wetland, he specially sent a congratulatory letter. We always put the original ecological protection in the first place in wetland work in accordance with the instructions of the General Secretary. We focus on natural restoration and maintain the natural wildness of Xixi Wetland.

After more than ten years’ efforts, the ecological beauty of "trees are green and flowers are numerous, birds fly and fish jump" has returned to Xixi. In particular, in 2016, Xixi Wetland built a 1.5-kilometer-long grit chamber to ensure that clean water from the source enters the wetland. At the same time, more than 400 native protozoa were added to enrich biodiversity, restore the self-purification function of the wetland, and increase the digital management and protection efforts to build a three-dimensional ecological observation system. Nowadays, the water quality of Xixi Wetland has been upgraded from the poor five categories in the past to the second category in the core area. There are 711 species of vascular plants, 898 species of insects and 193 species of birds in the wetland, which has become an important practice base for national ecological civilization construction.

In March, 2020, General Secretary of the Supreme Leader visited Xixi Wetland, emphasizing that the wetland is precious in its original ecology, which is the capital of tourism. The development of tourism should not sacrifice the ecological environment, and the wetland park should become a green space shared by the people. Bearing in mind the entrustment of the General Secretary, Xixi Management Committee began to work hard to share wetland parks.

He Lei, Deputy Director of Xixi Management Committee of West Lake in Hangzhou, Zhejiang Province:According to the requirements of the general secretary, it is a green space, so we should make this green space as balanced as possible. To solve this problem, we must first ensure the ecology. The conservation zone has designated nearly 70% of the area, which is forbidden for tourists and can only be seen with their eyes. In the rational utilization area, we have done everything we can to open up more space for the public. Through greenway transformation and cultural planting, the citizens’ sense of experience, happiness and acquisition will be further enhanced.

Take a walk along the embankment, the science museum, the experience museum and the bird-watching platform, so that the citizens can integrate into it. Nowadays, in Xixi, everyone is a participant and protector in the ecological field, and man and nature coexist harmoniously. Up to now, the coastline of Xixi Wetland, which is open for free, has increased to 10 kilometers. Getting green, enjoying history and enjoying culture has become a comfortable life for every citizen.