中国老龄化社会的潜藏价值系列报告:第三篇章-银发经济的基本盘和新常态-WAVEMAKER-202003 (1).pdf
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1、1 2 3 CHAPTER 1 第一篇章 REVISITING SENIORS IN CHINA 重新“遇见”中国的老龄化群体 Oct. 2019 CHAPTER 2 第二篇章 THE HIDDEN VALUE AND POWER 潜藏的商业价值和影响力 Jan. 2020 CHAPTER 3 第三篇章 UNLOCKING THE SILVER ECONOMY 银发经济的基本盘和新常态 Mar. 2020 CHAPTER 4 第四篇章 SHARING PERSPECTIVES FROM EXPERTS ACROSS INDUSTRIES 各界共谈银发经济,探索解决方案 May. 2020 EP
2、ILOGUE 番外 PASSING ON THE WISDOM OF A GENERATION 他们走过风雨,他们依然年轻 Jul. 2020 DISCOVERING THE “HIDDEN TREASURE” IN THE SENIOR MARKET 我们发掘中国老龄化社会的潜藏价值 The Seniors in China: The “Hidden Treasure” Report Series is produced by Wavemaker, containing 4 chapters and 1 epilogue. The chapters will be released over
3、 8 months one by one, giving a holistic view of what urban seniors in China are like, why they are important and valuable, and how brands can unlock potential and co-create solutions together. This is Chapter 3 of the report series. 蔚迈发布的中国老龄化社会的潜藏价值系列报告,共分为四个篇章和一篇番外, 将历时8个月逐一发布,以全面详尽地分享我们对于中国城市老龄化群
4、体的解析和主 张,以及与多个行业的企业共创的观点与解决方案。此为系列报告的第三篇章。 4 TRUE DEPICTION OF SENIORS IN CHINA 中国老龄化群体的真实风采 BOOMING SILVER ECONOMY & CORE NEEDS BEHIND IT 蓬勃的银发经济及其背后的核心需求 We called for more attention to be paid to the ageing society and redefined “old age” We firstly segmented seniors in China into three different
5、 generations We revealed their true potential and objections to being characterized as the “old” 我们呼吁重视老龄化社会,重 新定义“老” 首次定义和划分了三个代际 揭示了他们的真实风采,和他 们不愿做传统定义“老人”的 “倔强” We pointed out the high relevance of the senior market to all different industries We estimated the annual spending power of senior citi
6、zens in China and summarized three major business challenges We elaborated on the four core needs that nourish the silver economy in China 我们指出老龄化市场的发展与 各行各业都息息相关 预估了中国一到三线城市老龄 化群体的消费力,并梳理出商 业领域存在的三大挑战 解析了催生老龄化经济的四大 核心需求 IN CHAPTER 1, RELEASED IN OCT. 2019 第一篇章于2019年10月发布 IN CHAPTER 2, RELEASED IN J
7、AN. 2020 第二篇章于2020年1月发布 Scan QR code to read 扫描二维码阅读 CN 中文EN 英文 Scan QR code to read 扫描二维码阅读 CN 中文EN 英文 5 WHATS NEW IN CHAPTER 3: THE ESSENCE BEHIND NEEDS & BEHAVIOURS - 在第三篇章中,我们将聚焦需求和行为背后的本质 - CORE VALUES 掌握基本盘 EVOLVED VALUES 把脉新常态 GENERATIONAL VARIATIONS 识别代际差 SENIORS VALUES 价值观 老龄化群体身上那些“改不了、夺不
8、走、丢不掉的东西”是什么? 掌握基本盘,是赢得老龄市场的决定 性因素。 用发展的眼光来看,他们呈现出哪些 “不同以往”的趋势性、不可逆的发 展状态? 把脉新常态,才能抓住机遇、灵活应 变,获得长远发展。 年龄跨度超三十岁,三代人有哪些相 似,又有哪些差异? 识别代际差,方能有效进行市场的精 耕细作。 What are the unchangeable and unwavering characters of seniors? Having a clear understanding of these core values is the surest way to win with this
9、market. Meanwhile, what are the trends that make them different from before? Detecting and monitoring their new normal is a key to seize opportunities and achieve sustainable growth. Spanning 30 years, what are the similarities and differences within the three senior age groups? This knowledge is cr
10、ucial to build customised strategies and precision marketing. INFORMED BY THEORY 我们用科学严谨的方式探究价值观 6 Political 政治环境 We refer to sociologicaltheory: 1) Social environment plays a big role in shaping values 2) Values dynamically evolve with the change of social environments Formative years: coming of ag
11、e at or around 15 years old, has a lasting effect on values Meanwhile, social changes trigger adaptive adjustments To obtain a holistic picture of seniors values, we review the social environments of seniors past and present. We also scan the three senior groups for similarities and differences. 我们借
12、鉴了社会的相关理论: 1) 社会环境对价值观的形成影响巨大 2) 价值观具有可塑性,随社会环境的变化而变化 15岁个性形成期的经历对价值观具有持续性的影响 同时,后期的社会变动会带来适应性的调整 我们审视过去、关注现在,细究三代人的经历,以此全面洞悉老龄 化群体的价值观。 Political 政治环境 Economic 经济环境 Cultural 文化环境 Educational 教育环境 Interpersonal 人际关系 SOCIAL ENVIRONMENT 社会环境 VALUES 价值观:对人事物的认知和观念 CURRENT NEEDS & BEHAVIOURS 生活中的需求和行为 F
13、ORMATIVE CONTEXT 个性形成期的经历 SOCIAL CHANGES 后期的社会变动 Lasting effect 持续性影响 Adaptive adjustment 适应性改造 THE DYNAMIC EVOLUTION OF VALUES 价值观是动态演进的 7 VALUE CONSTRUCTION IS A LIFELONG PROCESS. FOR SENIORS, THEIR JOURNEY IS COMPLEX AND MULTIFACETED. THIS JOURNEY BEGAN OVER 70 YEARS AGO AND CONTINUES TO EVOLVE.
14、因而,我们需要从生命历程的视角,来研究老龄化群体的价值观塑造之旅: 这段旅程漫长又壮阔,始于七十年前,并且延续至今。 Beijing 北京 1949Shanghai 上海 2020 Pictures from the Internet 图片来自网络 8 ITS BEEN A TURBULENT JOURNEY WITH CONSTANT CHANGE 通盘回顾七十载,这段历程跌宕起伏,变化无常 1949 - 1965 Hardship & poverty 艰苦贫困 1966 - 1978 Twists & turns 波折动荡 1979 - 1990 Openness & prosperity
15、 开放繁荣 1991 - 2010 Rapid growth 加速腾飞 2010 till now Steady development 稳健发展 19491949 Founding of PRC 新中国成立 19501950- -19531953 Korean War 抗美援朝 19591959- -19611961 Three Years of Difficulty 三年困难时期 19581958- -19601960 Great Leap Forward 大跃进 19661966- -19761976 Cultural Revolution 文化大革命 19761976 The Pass
16、ing of Chairman Mao 毛主席去世 19771977 College Entrance Examination Restored 恢复高考 19781978 Economic Reform & Opening Up 改革开放 19791979 Diplomatic Relations with the USA Restored 中美关系正常化 19801980 Beginning of One Child Policy 一胎化政策推行 19811981 Individual Businesses Encouraged 鼓励个体经营 19871987 Reform of Stat
17、e-owned Enterprises Caused Layoffs 国企改革重组引发下岗潮 19901990 Official Establishment of Stock Exchanges 股市正式交易 19921992- -19931993 Housing Bubble 房地产泡沫 19941994 Official Access to the Internet 正式接入互联网 19991999 E-commerce Emerged 电商出现 20012001 Entry into WTO 加入世贸组织 20082008 Beijing Summer Olympics 北京奥运会 20
18、102010 Shanghai Expo 上海世博会 20192019 The Coming of 5G 5G时代来临 20112011 China Became Worlds 2nd Largest Economy 中国成为世界第二大经济体 20152015 Second Child Policy Released 二胎放开 20182018 40thAnniversary of Economic Reform & Opening Up 改革开放40周年 20202020 The Covid-19 Pandemic 新冠肺炎全球大流行 Continual internal changes 内
19、部不断变革 A rising power worldwide 站上世界舞台 Scarcity 从无到有 Rapid growth 从有到优 Uniformity 一致性 Individuality & diversity 个性化和差异化 Limited chances and choices 可遇不可求 Equal opportunity with rich choices 机会均等,选择多样 Trust with heart 同志情谊 Trust with head 利益考量 9 WITH CONSIDERABLE CHANGE IN THEIR SOCIAL ENVIRONMENT, CO
20、MES A DYNAMIC EVOLUTION OF THEIR VALUES 他们的价值观也在过去和现在截然不同的社会环境中,不断被塑造和动态变化 Political 政治环境 Economic 经济环境 Cultural 文化环境 Educational 教育环境 Interpersonal 人际关系 SENIORS FORMATIVE YEARS 他们成长的时代 SOCIAL CHANGES AFTERWARDS 后期的社会变动(我们成长的时代) BEFORE 过去 TODAY 当下 10 THEIR VALUE SET DRAWS FROM BOTH THE PAST AND THE
21、PRESENT 过去的经历打造了他们的“基本盘”,又在新时代碰撞出“新常态” Patriotism 爱国情怀 Conformity 规矩本分 Content 知足感恩 Diligence 吃苦拼搏 Optimism 乐观积极 Dedication 奉献利他 Tradition 尊重传统 Collectivism 集体为先 Integrity 公平公正 Frugality 勤俭节约 Deep-rooted core values established in their formative years 源自个性形成期的价值观基本盘 Consumerism 消费主义 Individuality 彰
22、显自我 Self-interest 利己考量 Pleasure-seeking 享乐文化 New values evolve alongside social changes 社会变动带来的新价值 EVOLVED VALUES 新常态 BEFORE 过去 TODAY 当下 11 CONSUMPTION CLASSIFICATION 消费要分级 Smart & selective purchase 能省则省,该花则花 BLEND IN, BUT WITH SPARKLE 逐波中闪耀 “A special star in the milky way” 做集体的一份子,但也要发光 REALISATI
23、ON OF SELF & OTHERS 成就你我他 Fulfill others, fulfill me too 成全他人,也成就自我 ENJOYMENT WITH COMMITMENT 拼搏式享乐 Play really “hard” 认真去玩乐,严肃对待兴趣与娱乐 EVOLVED VALUES 新常态 Birth years 出生年份 1934 - 19501951 - 19631964 - 1977 Age now 目前年龄 70 - 86 y/o Our study focuses on 本报告聚焦 70 - 77 y/o 57 - 69 y/o 43 - 56 y/o Our stu
24、dy focuses on 本报告聚焦 50 - 56 y/o 12 WITNESS OF REVOLUTION 革命见证者 TOUGHENED NEW-CHINA 1ST GENERATION 百炼成金建国一代 OPENING UP NEWBORNS 改革开放新生儿 123 WE HAVE IDENTIFIED THREE KEY GENERATIONS OF SENIORS 此外,基于中国社会文化环境的特殊性,我们重新划分了三代不同的老龄化群体 13 SOME OF THEIR VALUES VARY ACROSS THESE GENERATIONS 因人生经历的不同,三代人的“基本盘”和
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