中国老龄化社会的潜藏价值-2 - 图文

2

RE-BUILDING A SENSE OF SELF重建自我

INDEPENDENT DECISION-MAKING & BUYING自主决策，消费独立

SIMILARLY, TRAVEL IS MOSTLY BOOKED BY THEMSELVES RATHER THAN BY OTHERS同样的，旅行预订更多由自己完成，“他人帮忙订购”的占比低

Channels usually used for travel booking通常预订旅行产品的渠道

Total总计

Offline线下Travel agents旅行社实体店

Train or flight ticketing agents

车票/机票代售点Online线上Online booking platforms, e.g. Ctrip, Qunar在线预订网站/APP（如携程，去哪儿）

WeChat contacts

微信朋友圈预订（联系已加好友的领队或顾问）Official websites of railways, airlines, hotels & cruises

火车/航空公司/酒店/邮轮官网Booked by others别人帮忙订购41

WITNESS OF REVOLUTION革命见证者TOUGHENED NEW-CHINA

1STGENERATION百炼成金建国一代THE OPENINGUP NEWBORNS改革开放新生儿

60H%

58H%

59P%

61F%

24%

8%6%

20%

34%%

7%5%

2%3%

6%4%

9%8%

33C7%%2

RE-BUILDING A SENSE OF SELF重建自我

INDEPENDENT DECISION-MAKING & BUYING自主决策，消费独立

MOREOVER, SENIORS BUY DIFFERENT GOODS AND SERVICES ONLINE BY THEMSELVES, ESPECIALLY THE YOUNGER ONES

此外，他们开始自主在网上购买多种产品和服务，尤其是更年轻的群体

Online purchase category网购过的产品或服务

WITNESS OF REVOLUTION0%革命见证者20%TOUGHENED NEW-CHINA

1STGENERATION百炼成金建国一代40`%THE OPENINGUP

NEWBORNS改革开放新生儿800???q%Product 产品36p%Apparel & shoes 服饰鞋帽24HU%Household care (e.g. toothpaste, shampoo, napkins) 洗护用品（如牙膏，洗发水，纸巾）298V%Food & beverage, fresh food 食品饮料生鲜9)4%Skincare & cosmetics 护肤品/化妆品24#4%Digital devices (e.g. mobile phones, tablets) 电子数码产品（如手机，平板电脑）12#%Dietary supplements (e.g. vitamins, calcium) 营养保健品（如维生素，钙片）81%Geriatric products 老年用品62q%Service 服务48Xf%Payments 支付（如支付宝，微信支付）42FH%Utility services (e.g. charges for water, electricity, etc.) 生活便利（如电话充值，水电煤费）164D%Transportation (e.g. taxi, share bikes) 出行（如打车，共享单车）6"C%Food delivery 外卖服务2923%Travel (e.g. booking of tours, tickets, hotels) 旅游（如旅行团报名，机票酒店预订）12#%Medical care 医疗（如在线问医生，在线挂号预约）5%6%Housekeeping services 上门家政服务3B

80%2

RE-BUILDING A SENSE OF SELF重建自我

INDEPENDENT DECISION-MAKING & BUYING自主决策，消费独立

FOR ELDERLY LIFE, SENIORS ALSO SHOW A HIGH LEVEL OF INDEPENDENCEAND SOME ARE STARTING TO CONSIDER NEW LIFESTYLES

对于如何养老，他们也表现出独立性，并开始考虑新型的养老方式

Rely less on children不再“养儿防老”

Live with children for elderly life表示会和下一辈一起居住养老

Prefer living at home 居家养老是主流偏好

Live at home for elderly life表示会住在自己家里养老

Open to new ways of elderly life新型养老方式在兴起

Choose new ways of elderly life, e.g. rural

life, nursing homes, aged community, seasonal migrations, etc.)

表示会选择新养老方式（回归田园、养老院、养老社区、随季节迁居等）

16p'%

Especially high tier city dwellers and younger seniors 尤其是高线及年轻老人

T1 一线T2 二线T3 三线

WITNESS OF REVOLUTION

革命见证者TOUGHENED NEW-CHINA 1ST

GENERATION百炼成金建国一代THE OPENING UP NEWBORNS

改革开放新生儿

43

11%

T1 一线T2 二线T3 三线

WITNESS OF REVOLUTION

革命见证者TOUGHENED NEW-CHINA 1ST

GENERATION百炼成金建国一代THE OPENING UP NEWBORNS

改革开放新生儿

67psvpg%

T1 一线T2 二线T3 三线

WITNESS OF REVOLUTION

革命见证者TOUGHENED NEW-CHINA 1ST

GENERATION百炼成金建国一代THE OPENING UP NEWBORNS

改革开放新生儿

38(#!(2%

3

A RESPECTABLE “SECOND LIFE”体面的第二人生

44

HAVING QUALITY PRODUCTS AND MORE FUN多面升级，享乐心理STAYING YOUNG AND TRENDY年轻化与时尚化

BUYING PREMIUM AND GLOBAL高端化与品质化

REFUSING TO BE CONSTRAINED BY THE TRADITIONAL VIEW OF OLD AGE, SENIORS ARE KEEN TO ENJOY AN ELDERLY LIFE WITH FUN, QUALITY AND FRESHNESS他们不认老、不服老，志在享受退休后有乐趣、有品质和新鲜感的“第二人生”Elders seek a respectable life admired by both themselves and others过体面的生活，寻求自我和他人的“赞许”Sense of social statusSense of achievementSense of recognitionStaying relevant身份感成就感认同感时代参与感45

Being seenBeing respectedBeing admiredBeing appreciated为人所见受人尊重为人羡慕被人欣赏