来源： 2018/8/1 9:05:59 点击：
中英商务委员会(china -uk business council)的一项研究显示，中国的老年人渴望花钱，40%的退休人员愿意并有能力支付奢侈品假期，而60岁以上的老年人平均每年有15%的收入用于旅游。2013年，中国250万的年收入超过13万美元，约89万元。其中，51%的人年龄在40-49岁之间，代表着强大的消费能力。
上海大休咨询集团(daxu consulting group)的研究经理泰博丹德(thibaudandre)说，老年人更关注购物中心的服务质量、购物体验和便利。凯发k8娱乐唯一官网的线下活动通常是老年人学习品牌的好方法。
many brands are now focusing on millennials. the silver generation is actually china's fastest-growing group, with the elderly accounting for a third of the country's total consumption, but this group is almost ignored by the luxury industry.chinese people over 60 are no longer just looking for conservative products and popular ways to buy them. li, a 67-year-old retired worker from shanghai, told jingdaili jingri that he likes to reward himself and try new and modern products.
according to a study by the china-uk business council, china's elderly are eager to spend, with 40 per cent of retirees willing and able to afford a luxury holiday, and those over 60 setting aside an average of 15 per cent of their annual income for travel. in 2013, the annual income of 2.5 million chinese exceeded $130,000, or about 890,000 yuan. among them, 51 percent were aged 40-49 years old, representing strong consumption power.
older people are more focused on service quality, shopping experience and convenience at shopping centers, says thibaudandre, research manager at daxu consulting group in shanghai. offline activities are often a great way for older chinese to learn about brands.
however, it added that nearly half of china's elderly people are using wechat. in fact, older people in china are the most frequent users of wechat, with people in their 60s spending 80% of their mobile phone traffic on wechat, compared with the 18-35 age group, where only 6.8% consume the same amount.
so, with the luxury market's obsession with millennials, have you missed out on this huge opportunity for the elderly?
luxury brands seem to have only just begun to recognize the power of chinese consumers to outpace those of the 1960s. in an interview last week, stephanerinderknech, l 'oreal's china chief executive, said there was a 'silver generation' of consumers -- the elderly, representing hundreds of millions of potential consumers. however, the victory of l 'oreal brand marketing activities, including luxury goods companies giorgioarmanilancomstellamccartnei and yvest laurentbeaut - still very slow response to the crowd. l 'oreal did not respond to requests for comment.
the domestic industry is now nearly $450 billion, according to daxu analysts, and is expected to double by 2021. china now has an estimated 241 million people aged 60 and over, accounting for 17.3 percent of the total population, according to a speech by xinhua on china's national bureau of aging.
however, according to a report last year by mintel, an international research firm, only 8 per cent of older chinese consumers think marketers base their tastes on products. the study, which polled 600 elderly chinese and 3,000 online adults in 10 cities over the next year, concluded there was a serious disconnect between the 'silver generation' and attempts to target other brands.
analysts don't even seem to be able to explain what it takes to make the silver generation successful. many marketing companies are surprised to be asked about the aging market, and older consumers are more likely to feel neglected. think i don't exist, says davidchan, a retired sales manager from beijing.
alibaba launched its elderly version of taobao earlier this year, aiming to make it easier for people over the age of 60 to pay online, with children setting up accounts of family members and choosing their own identities, and inviting parents who may not be able to operate the app independently to bind accounts.
dingjian, the channel's development director, told alizila: "i hope taobao will become a bridge to help him grow older." according to alibaba, two "senior elderly experience officers" have recently started working on taobao.
according to analysts at daxu, taobao's elderly online function could be a profitable way to sell to china's 60-somethings. older people rely on the advice of their families, and demand for social consumption is stronger, he added. the advice of family and friends had a major impact on his purchase decision.
by contrast, luxury brands are struggling to keep up with china's ever-evolving older generation. "i think all i want is to sit at home and read the newspaper," said li, a retired teacher. "but i also want to travel, to look smart, to have fashionable clothes and hair, and to spend money on it."
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