China Marketing to Over-55s Market Report 2022
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“Age is just a number, not a definition. Similar to younger consumers today, the older generations are also embracing digital life and keen on exploring new hobbies and engaging in various trendy experiences with regard to fitness, fashion and smart home lives. Also, being aficionados of time-honoured domestic brands, over-55s are in pursuit of celebrating their prime years in a culturally-connected and modern way.
Marketing to seniors is not all about increasing the size of fonts and displaying images of older people in advertising. Understanding and responding to their unmet demands, including socialising and entertaining needs, can help them improve their physical and mental health to cope with feelings of loneliness and social isolation in the post-COVID era.”
– Gloria Gan, Research Analyst
This report will look at the following areas:
- How the COVID-19 outbreak will have an impact on the lifestyles of over-55s
- How over-55s perceive the definition of getting old and the implications for marketing
- Experience in trendy things in tourism/fitness, fashion and tech products purchasing
- How brands can better engage with over-55s through product claims
- Evaluation of recommendations from offline and online salespeople
- Over-55s’ attitudes towards eldercare services and the business opportunities
- Interest in participating in offline and online socialising and entertainment activities
- Life aspects that are particularly important, satisfied and hope to have improvement
Collapse All
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Overview
- What you need to know
- Key issues covered in this Report
- Definitions
- What you need to know
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Executive Summary
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- The market
- Growing ageing population presents both challenges and opportunities
- Figure 1: Demographic structure, 2020
- Policy support in developing silver economy across diverse industries
- Different retirement patterns between urban and rural areas
- High financial independence among over-55s
- Figure 2: Source of income, 2022
- Opportunities for promoting senior-exclusive products, services and marketing
- Figure 3: Examples of domestic and foreign brands’ history in China market
- Impact of COVID-19 outbreak in 2022
- Figure 4: Summary of Mintel’s scenario expectations and the impact on lifestyles of over-55s, 2022
- Companies and brands
- Digital platformers encourage social support for seniors
- Figure 5: Ogilvy Shanghai x Kuaishou Care Code (乐龄码) campaign, 2022
- Fashion brand collaborated with KOLs to spotlight street trends among seniors
- Figure 6: JNBY Home x Senior Fashion Club, 2022
- Providing products and services exclusive to seniors
- Figure 7: Midea’s safe home appliances for seniors
- Innovating in smart and door-to-door eldercare solutions
- Figure 8: Panasonic’s smart senior community in Yixing, 2021
- The consumer
- Age is no longer the major indicator to define “old”
- Figure 9: Perceived definition of getting old, 2022
- Pursuit of fashionable and smart lives has become mainstream
- Figure 10: Experience of trendy things, 2022
- Long-established and national brand claims stand out
- Figure 11: Attractive product claims, 2022
- Patience and good attitude highly appreciated in offline salespeople
- Figure 12: Effectiveness of personal recommendation, 2022
- Attitude towards eldercare is subject to change depending on the diverse options
- Figure 13: Expected eldercare, by age, 2022
- Strong willingness to participate in a variety of activities
- Figure 14: Interest in socialising and entertainment, 2022
- Staying energetic and keeping memory sharp matter most
- Figure 15: Expected aspects of improvement, 2022
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- Figure 16: Expected aspects of improvement, 2022
- What we think
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Issues and Insights
- Customise Guochao-style for the elderly
- The facts
- The implications
- Figure 17: Perfect diary x Fashion Grandmas, 2021
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- Figure 18: “Chinese Aesthetics” Wang Zuo Zhong You x Seagull, 2022
- Humanise digital customer experiences
- The facts
- The implications
- Figure 19: Douyin ‘old friends plan’, 2021
- Figure 20: Senior-friendly services offered by major e-commerce platforms, 2021
- Introduce brain games for the elderly that improve physical and mental health
- The facts
- The implications
- Figure 21: Silver Snipers vs Grey Gunners, 2019
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- Figure 22: Fan Jinlin’s plan to build e-sports room in nursing home, 2022
- Customise Guochao-style for the elderly
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Market Factors
- Growing aging population presents both challenges and opportunities
- Figure 23: Demographic structure, 2020
- Policy support in encouraging development of products for the elderly
- More requirements on apps for seniors
- Huge room for growth in eldercare services market and more emerging and diverse models
- Booming market for senior education
- Different retirement patterns between urban and rural areas
- High financial independence among over-55s
- Figure 24: Source of income, 2022
- Opportunities for promoting senior-exclusive products and services
- Figure 25: Examples of domestic’ and foreign brands’ history in China market
- Suppliers offering interest-driven and socialising-driven services for seniors attract huge investment
- Figure 26: Examples of interest- and socialising-driven services suppliers targeting seniors, 2022
- Growing aging population presents both challenges and opportunities
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COVID Influences
- COVID-19 China context
- COVID-19 impact on the consumer
- Shifting from inter-province travel to local tourism and community entertainment
- New focus on supporting and improving holistic wellbeing
- Lack of in-home fitness to support physical health
- Mental health being seriously impacted
- Urgency to develop digital skills and reactivated communities
- Rethinking eldercare plans
- COVID-19 China context
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Marketing Activities
- Kuaishou encourages social support for seniors
- Figure 27: Ogilvy Shanghai x Kuaishou Care Code (乐龄码) campaign, 2022
- Prada leads the trend of senior fashion for men
- Figure 28: Prada fashion show with older gentlemen, 2022
- JNBY Home collaborates with KOLs to spotlight street trends among seniors
- Figure 29: JNBY Home x Senior Fashion Club, 2022
- Digital platformers promote the concept of “serving the unserved”
- Figure 30: Bilibili’s ‘The Unseen Older People’ campaign, 2021
- Figure 31: Douyin’s ‘The Outsiders’, 2021
- Kuaishou encourages social support for seniors
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New Product Trends
- Midea upgrades safe home appliances for seniors
- Figure 32: Midea’s safe home appliances for seniors
- JD.com provides a variety of senior-exclusive services in both online and offline channels
- Figure 33: JD.com set up exclusive service zones in its physical stores nationwide, 2021
- Panasonic builds a smart housing plan for the aged
- Figure 34: Panasonic’s smart senior community in Yixing, 2021
- Alibaba offers door-to-door elderly care services
- Figure 35: Alihealth’s door-to-door care services, 2022
- Exercising app targeting seniors with Chinese regimens concept and at-home square dancing
- Figure 36: Tangdou app ‘Dance in the home’ and dancing guides, 2022
- GetSetUp builds an online senior community
- Figure 37: GetSetUp digital community for older adults
- Midea upgrades safe home appliances for seniors
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Perceived Definition of Getting Old
- Age is no longer the major indicator to define “old”
- Figure 38: Perceived definition of getting old, 2022
- 55-59 males are more likely to stick to simple rule of age, while 60-65 females pay more attention to age-related memory loss
- Figure 39: Definition of getting old (first choice), by gender and age, 2022
- Being agile is more important for seniors in tier 3 or lower tier cities
- Figure 40: Selected definition of getting old (selected), by city tier, 2022
- Age is no longer the major indicator to define “old”
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Experience of Trendy Things
- Pursuit of fashionable and smart lives has become mainstream
- Figure 41: Experience of trendy things, 2022
- Stronger desire to stay sartorially fashionable but less interest in dyeing hair in tier 3 or lower tier cities
- Figure 42: Selected experience of things (have done), by city tier, 2022
- Smart home lives are popular trend in tier 3 or lower tier cities among 55-59s
- Figure 43: Selected experience of things (have done), by city tier, 2022
- Pursuit of fashionable and smart lives has become mainstream
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Attractive Product Claims
- Long-established and national brand claims stand out
- Figure 44: Attractive product claims, 2022
- Advocacy for time-honoured national brands in tier 1 cities indicates chances for nostalgia marketing
- Figure 45: Selected attractive product claims, by city tier, 2022
- More male seniors react to rationality such as reputation and senior-exclusive
- Figure 46: Selected attractive product claims, by gender, 2022
- Long-established and national brand claims stand out
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Effectiveness of Personal Recommendation
- Patience and good attitude highly appreciated in offline salespeople
- Figure 47: Effectiveness of personal recommendation, 2022
- Humanised online customer service is more important to senior consumers in lower tier cities
- Figure 48: Effectiveness of selected personal recommendation, by city tier, 2022
- KOLs marketing targeting curious seniors needs simplicity over complexity
- Figure 49: Effectiveness of blogger recommendation, by first choice for definition of getting old, 2022
- Patience and good attitude highly appreciated in offline salespeople
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Preferable Eldercare
- Attitude towards eldercare is subject to change depending on the diverse options
- Figure 50: Preferable eldercare, by age, 2022
- High-earners interested in premium nursing homes and cutting-edge tech solutions
- Figure 51: Preferable eldercare, by monthly household income, 2022
- Older people taking care of their family more likely to expect to be cared for by the children in return
- Figure 52: Preferable eldercare, by retirement status, 2022
- Attitude towards eldercare is subject to change depending on the diverse options
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Interest in Socialising and Entertainment
- Strong willingness to participate in a variety of activities
- Figure 53: Interest in socialising and entertainment, 2022
- Full-time employed seniors in tier 1 cities are more fond of outgoing activities
- Figure 54: Interest in selected socialising and entertainment (full-time employed), by city tier, 2022
- Community-based activities attract males aged 50-59, while group-buying appeals more to their female counterparts
- Figure 55: Interest in selected socialising and entertainment, by age and gender, 2022
- Strong willingness to participate in a variety of activities
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Expected Aspects of Improvement
- Staying energetic and keeping memory sharp matter most
- Figure 56: Expected aspects of improvement, 2022
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- Figure 57: Expected Aspects of Improvement, 2022
- Focus shifts from capabilities to social ties in their 60s
- Figure 58: Expected aspects of improvement – hope to have improvement, by age, 2022
- Physical capacity/immunity especially important even for those interested in nursing homes
- Figure 59: Expected aspects of improvement – hope to have improvement, by preferable eldercare, 2022
- Staying energetic and keeping memory sharp matter most
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Appendix – Methodology and Abbreviations
- Methodology
- Abbreviations
- Terms
- Methodology
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