2
RE-BUILDING A SENSE OF SELF重建自我
26
EXPANDING LIFE, EXPLORING THE WORLD扩展生活半径，探索世界
LIFELONG LEARNING, RECREATING VALUE终身学习，价值重建
INDEPENDENT DECISION-MAKING & BUYING自主决策，消费独立
HAVING BEEN THROUGH HARD TIMES WITH LIMITED RESOURCES &
OPPORTUNITIES, SENIORS ARE NOW ABLE TO RE-INVENT THEMSELVES AND LIVE LIFE TO THE FULLEST
历经峥嵘与资源匮乏时代，在人生的新阶段，他们渴望寻回自我，尽兴而活
BEING WHO I AM WITHOUT CONSTRAINTSRESTORING DREAMS WITH NO REGRETSSEIZING THE DAY WITHOUT HESITATION
不再受限自我释放不留遗憾重拾梦想再不错过把握当下
27
PURSUING A DESIRABLE LIFE, THEY PERSIST IN PRACTISINGTHE “WORK HARD AND ALWAYS DO YOUR BEST” ETHOS DEVELOPED DURING THEIR UPBRINGING而在尽兴而活的旅程中，他们坚信并践行“吃苦拼搏、做到最好”的时代信仰
DIFFERENT ATTITUDES TOWARDS AMBITIONS & GOALS
对于理想和目标的不同态度
Seniors: “No pain, no gain”
老龄化群体：付出才有回报，吃苦不走捷径
VS.
GEN Z: “I’lltry my best, but leverage helps”
Z世代：尽力即可，善用资源
All-in竭尽全力I will try my hardest and never stop until I reach my goals22%我会付出很多努力，不达目的誓不罢休“
28
95%
A person can only become stronger by
overcoming hardship without taking shortcuts吃得苦中苦，方为人上人，不要想着走捷径
To succeed, you must have a goal, outrun and outperform others, and avoid haggling over every ounce.
I will try hard and hope for the best我会付出很多努力，但尽力就好
55"%1%
一定要有目标，什么事要干在前面，什么都不计较，要比别人做的好，这样就一定会成功。Aunt Wang, 66 y/o, Shanghai
Try hard yet I will make some effort and accept what not give allhappens
我会付出一定的努力，但顺其自然就好
努力过就好
It’s better to useresources from my parents or family to achieve my goals
最好能借助父母家人的资源来帮我实现目标
王阿姨，66岁，上海2
RE-BUILDING A SENSE OF SELF重建自我
EXPANDING LIFE, EXPLORING THE WORLD扩展生活半径，探索世界
THEY ARE STEPPING OUT INTO A MORE ACTIVE WORLD不断拓展自己的生活场景，由家庭延伸到更宽广的世界
Social社交61%
休闲
Go to a park or square everyday每天会去公园/广场
FamilySports39%
家庭
健身运动Go to fitness sites everyday每天去健身场所
Travel50%
旅游Travel within Mainland China at 出行
least once per year每年国内游至少1次
29
New occasions trigger new needs场景的延展也激发了新的消费需求
?In Taobao, the monthly sales value of 3 types of Square Dance products, i.e. sound equipment, audio players and dancing clothes, is close to 25 million RMB?Offline sales are estimated to be at least 10 times higher than online sales
?音响、唱戏机、服装三项广场舞产品，在淘宝上的月销售额接近2500万元?线下销售额保守估计是线上销售额的10倍
Source: 大福广场舞《中国广场舞行业研究报告》2017?35% of seniors have purchased products for sport and exercise, e.g. swords, dancing fans, fitness balls, fishing products, etc.
?35%鱼用品等有购买休闲锻炼类产品，如练功剑类，跳舞及扇类，健身球，钓?From Oct 1 to 3 in 2019, the sales volume of instant foods, instant hotpots and instant rice purchased by 50+ y/o consumers in Taobao grew by 101.9%, 128.3% and 122.2% respectively
?2019饭的销量增长分别高达年国庆1-3日，50岁以上消费者购买方便速食、即食火锅、方便米101.9%、128.3%、122.2%
Source:《阿里巴巴2019“十一”黄金周消费数据报告》
2
RE-BUILDING A SENSE OF SELF重建自我
EXPANDING LIFE, EXPLORING THE WORLD扩展生活半径，探索世界
TRAVEL IS AT THE TOP OF THEIR BUCKET LIST IN EXPLORING THE WORLD积极探索和发现，三分之二有过国内游，近四分之一有过出境游
Inbound travel
境内游
67% Have travelled in Mainland China有过境内游Avg. frequency per year
平均每年次数2.8
30
Outbound travel
境外游24% Have travelled out of Mainland China（包括港澳台）有过境外游Avg. frequency per year
平均每年次数
1.0
High tier city dwellers and younger seniors travel more高线城市及年轻老龄群体旅游更多
T1T2T3WITNESS OF TOUGHENED NEW-CHINA 1ST
THE OPENING
一线
二线
三线
REVOLUTION革命见证者
百炼成金建国一代
GENERATION
改革开放新生儿
UP NEWBORNS
Inbound travel penetration境内游渗透率80sYafq%Avg. frequency per year
平均每年次数
3.73.02.22.52.82.9Outbound travel penetration境外游渗透率47$$#$%Avg. frequency per year
平均每年次数
1.7
0.6
0.7
0.6
0.8
1.3
中国老龄化社会的潜藏价值-2 - 图文
