2021 Chinese style pension truth insight health personal care report From Tiancai 60+

The following is the 2021 Chinese style pension truth insight health personal care report From Tiancai 60+ recommended by recordtrend.com. And this article belongs to the classification: Life data, research report.

Combined with the on-site speeches of the guests, this paper will elaborate the current situation and future of the silver hair market and the market layout of Weida and Jingdong for silver hair people from the macro level, enterprise level and industry level.

01. Silver economy will become a major driving force for China’s economic development

Li Wei, director of the elderly talent information center of China Aging Association, pointed out that China’s seven general statistics released this year provide four important signals for the development of the aging industry:

China is still in an aging stage dominated by low age. Among the population aged 60 and over in China, the young elderly aged 60 to 69 account for 55.83%, and the elderly aged 60-65 account for 73.88 million, accounting for 28%.

The 14th Five Year Plan period is a period of rapid growth of China’s elderly population. According to the prediction of the national strategy research on Aging organized by the national office on aging, about 54 million elderly people will be added during the “14th five year plan”, which is 1.5 times that of the “13th five year plan”, with an average annual increase of more than 10 million elderly people, and the total elderly population will exceed 300 million in 2025.

The education level of China’s elderly population will improve, and the demand structure will change.

China’s elderly population will undergo structural changes. The new elderly represented by the post-60s have more sufficient Pension Reserves, better pension consumption concept, higher pension life quality pursuit, Internet consumption ability, etc.

It can be predicted that the development of China’s aging industry will enter a fast lane during the 14th Five Year Plan period. We should pay more attention to the development of aging industry.

In addition, China is gradually forming a new development pattern with the domestic big cycle as the main body and the domestic and international double cycles promoting each other. Elderly consumption is an important part of domestic consumption. Silver economy will become a major driving force for China’s economic development, especially consumption development.

According to the guidance on promoting the development of the elderly products industry jointly issued by the Ministry of industry and information technology, the Health Commission, the State Administration of market supervision and other five ministries and commissions, by 2025, the overall scale of the elderly products industry will exceed 5 trillion yuan.

Facing the huge consumption potential of the elderly in China, how to leverage the release of consumption potential, stimulate and promote China’s rapid and steady economic growth and promote employment growth is an urgent task at present and in the future.

As far as consumption is concerned, the main obstacle affecting the consumption market of the elderly is the credit crisis. How to solve the credit crisis of the elderly consumer market is the key element of developing the silver economy. It is an effective measure to solve the problem of integrity crisis for enterprises to adopt the mixed business model and rely on the government to support aging industrial projects.

China Elderly talent information center is trying to solve the integrity crisis of the elderly consumer market. The basic idea is to build a large-scale, chain and standardized market business model by establishing an integrity platform, and explore the path of sustainable development of aging industry.

In the new era, the old-age care will change from survival necessity to enjoyment, development and participation, so as to realize the development from old-age care to healthy and enjoying old-age. The future development of the aging industry needs the participation, support and help of all sectors of society.

02. The adult incontinence care market continues to grow rapidly

Zhao Yipeng, director of adult care category of Vida international and director of Tianning China, said that with the deepening of aging, adult incontinence care products have a large population base.

There are 264 million people over the age of 60 in China, and the population over the age of 50 is expected to be about 300 million, which will further increase in the future. The scale of middle-aged and elderly incontinence can not be underestimated, with a number of more than 50 million.

In the world, about 2 billion people suffer from urinary incontinence in varying degrees. Among them, the prevalence of urinary incontinence in adult women is 31.1%, which increases with age. Incontinence can cause some health problems. In addition to physical discomfort, it can also cause mental stress and disorders.

In today’s consumer goods market, adult incontinence care products have gradually become a high-frequency and just needed category with strong dependence but low penetration.

It has been 20 or 30 years to trace the history of adult incontinence care products in China. However, due to the different focus of attention of the market and consumers, the adult incontinence market lags far behind the infant care and female sanitary products market, and the domestic adult incontinence care industry is still in the primary development stage.

At present, the penetration and consumption of adult incontinence care products in China are far lower than those in developed countries.

Due to the popularity of the elderly industry and the progress of social awareness, the domestic adult incontinence care market did not really grow at a high speed until around 2016. According to statistics, in 2020, the market scale of adult incontinence products in China reached 10.465 billion yuan, an increase of 144.5% compared with 2016, with an average annual compound growth rate of 21.01%.

Behind the rapid growth of the whole market is the great potential and space of adult incontinence nursing market.

During the investigation of the health personal care report, we found that the silver haired people hold a relatively open attitude towards the type of health auxiliary products such as diapers, and most people are willing to use health auxiliary products in the future.

However, the elderly in China still have the following obstacles in adult health care:

The cognition of products is still in the primary stage. Many elderly people do not know that the degree of incontinence is divided into light, medium and heavy. They will use severe incontinence products when they have mild incontinence symptoms. Others believe that diapers need to be used only when they are in bed.

Little communication with family members. In terms of communication, most people still regard incontinence and related product purchase as embarrassing topics, are unwilling to communicate with their children and grandchildren, and are difficult to obtain effective help.

There are potential needs but do not know the solution. Users who have not used adult incontinence products encounter incontinence problems when traveling, getting up at night and long-distance travel. They want to solve the problem of incontinence, but they can’t start.

Users who have purchased and used adult incontinence products also have different concerns when purchasing on JD platform:

Adult diaper buyers – middle-aged and young people. With the product details page, you can understand the basic functions of the product and maximize the care needs of your family.

Adult diaper users – Silver haired people. Evaluate the product from more detailed aspects such as wearing feeling, size and convenience of wearing and taking off. Gradually from “usable” and “easy to use” to “good-looking” in pursuit of subdivided demand.

Vader is providing silver haired people with more intimate personal health care solutions from the following aspects:

Establish correct concepts and awareness. Through the information platform loved by the elderly, invite professional doctors to strengthen consumer education and publicize the health promotion effect of adult care products.

Accurately create products and services. According to the living habits and physical function changes of the elderly, actively collect customer feedback and improve product experience to create innovative and practical products and services for the elderly.

Provide more personalized solutions. Based on the R & D idea of “Scene + subdivided category”, more products are launched to enable consumers to purchase without worry.

In terms of product R & D, Tianning has established a global user database to timely collect the adult care needs of the elderly and guide the R & D direction towards the future trend. At present, Tianning has developed adult diaper products with chips, which can monitor the urine volume and composition of the elderly and present them on the digital terminal to help caregivers improve the professionalism of nursing.

Zhao Yipeng hopes that the health personal care report released this time can provide users’ insight and research reference for practitioners in the elderly industry, jointly improve various problems faced by the elderly, and provide silver haired people with a better and healthy old age life.

03. 8 development trends of adult diaper category     Jingdong elderly market layout direction

Based on the data, Liu Hui, President of Jingdong consumption and Industrial Development Research Institute, shared his in-depth insight into the elderly market.

From the perspective of Internet retail, both in the frequency of online shopping and the number of online shopping orders, the groups over the age of 55 have significantly continued to grow. The scale of this consumer group is expanding, their online shopping habits are also developing, and the purchase categories are expanding.

Health category is a category with rapid growth in the online consumption of silver haired people. From 2019 to 2020, personal care, medical care, nutritional health care, traditional tonic and health services have achieved relatively high growth. Among them, in 2020, the turnover of health service packages increased by more than 10 times year-on-year, and the online consultation exceeded 233 times.

From the perspective of the Institute, the online consumption of the elderly is expanding from physical commodity consumption to virtual service consumption. The Internet model brings great convenience for the elderly to choose health services. The elderly can see transparent commodity prices and the real evaluation of others after enjoying services.

Physical examination, oral medicine, genetic testing and beauty have become the medical services that the elderly are willing to choose; Three high regulation, bone health, gastrointestinal maintenance, sleep conditioning and immune enhancement are the most important health care needs of elderly consumers. Compared with the health monitoring products favored by young people, the elderly are more used to recuperation and health preservation in the way of food supplement.

According to the data of 56 + users purchasing goods for the elderly, the sales volume of diapers and wipes ranks first in the first tier cities, second in the second tier cities and fourth in the low tier cities. The consumption consciousness presents an obvious regional transmission process.

The elderly in high-line cities, with their own learning and the help of their children, gradually realize the significant improvement of incontinence products on the quality of life, while the elderly in low-line cities still need market education.

However, driven by Internet retail, the consumption upgrading of China’s elderly market and the spread of high-quality consumption habits are far beyond imagination.

Starting from the analysis of consumer groups of online adult care products, we can see that the highest stock is in the age group of 30-34 years old, which is consistent with the distribution of overall online consumer groups. Their consumption behavior is more to buy for their parents. The increase of people over 40 years old is very considerable, and more consumers entering the middle-aged stage gradually form the habit of buying adult care products.

In terms of user characteristics, the higher the income level and educational background, the higher the acceptance of adult incontinence products. The consumption of adult incontinence products in low line cities is growing very fast, and the current market stock in high line cities is very large. Adult diapers account for the highest proportion of adult incontinence products, and consumers can also accept higher customer unit price. Once you get into the habit of buying, you will consume at a high frequency.

Jingdong consumption and Industrial Development Research Institute believes that there are eight trends in the adult diaper industry:

Fabric care. Caring for the skin health of the elderly.

Refuse embarrassment. In the whole process of product purchase, packaging, distribution and use, the elderly feel dignity and respect, so as to happily enjoy the convenience brought by the product.

Custom cut. It conforms to the figure of different elderly people, and the size is more fit.

High end quality. Let the elderly buy reassuring products.

Comprehensive care. Realize the leap from “usable” to “easy to use”, and improve the use experience of the elderly.

Intelligent assistance. Embed IOT equipment and technology into R & D products to more comprehensively monitor data and generate the value of data accumulation and analysis.

Trendy design. At the design level, take into account the aesthetic needs, so that the elderly are willing to accept it.

Liu Hui also revealed that JD has provided technical support for intelligent elderly care in Tianjin.

The platform uses the voice synthesis technology of intelligent outbound call and uses artificial intelligence to generate gentle female voice. It calls the elderly at fixed points every day and asks Grandparents: “how do you feel today, have you measured your blood pressure, how is your blood pressure, and how is your heart?”

Such a phone generated by artificial intelligence has become a clear psychological sustenance for many elderly people. They will wait for this phone call every day.

The health care of the elderly needs spiritual companionship, and humanized thinking needs to be added in product design.

Through the information collected by these phones, JD helps the elderly predict the signs of blood pressure and heart problems, and quickly allocate medical resources to the scene to help the elderly solve problems.

Figure: Li yinlun, general manager of Jingdong non food marketing and operation Department (microphone holder)

Li yinlun, general manager of Jingdong non food marketing and operation Department, said that Jingdong, as a platform, is an important connection channel from the supply side of aging products to the demand side of elderly consumers.

On the supply side, there are already a number of excellent companies like Vader, which have developed a variety of products for the needs of the elderly. In addition to the category of adult diapers, many brands on JD platform have product resources for mature people, such as hair washing, hair care and dyeing products, skin care products, etc., which will be widely promoted in the future.

From the demand side, the demand scenarios of the elderly for products are also very diverse and subdivided.

Based on the marketing perspective, JD may need to create more segmentation marketing scenarios, gather all the commodities suitable for the elderly, and provide more diversified and comprehensive solutions for the elderly.

JD will invest more energy in the elderly group next, and may build a “silver age zone” to facilitate the elderly and their children to choose appropriate products more efficiently.

In terms of reaching channels, KOL such as fashion granny group is also a very high-quality partner. Through the short video format loved by the elders, JD will work with more content producers to promote high-quality aging products, and provide better services for silver haired consumers in combination with the advantages of JD’s supply chain.

04. The elderly market will be more than 10 times that of mothers and infants

Duan Mingjie, founder and CEO of ageclub, said that from the perspective of demographic changes, the elderly market is generating new opportunities.

First, the scale of silver haired people is expanding. From the statistical data, after 2015, the population before the age of 49 is basically declining sharply, and the only increase is the 50 + population. We can divide the 50 + people into young LOHAS and elderly comfort people, and launch products according to their different needs.

Secondly, the consumption power of silver haired people has increased, not only the “rich get old”, but also the elderly get rich gradually. According to the statistics of China Household Finance survey report, in 2017, the elderly with a monthly family income of more than 4000 yuan has exceeded 106 million, of which 16 million elderly have a monthly family income of more than 10000 yuan. Compared with many young people without houses and cars, the vast majority of the elderly have one or more houses.

Figure: Duan Mingjie, founder & CEO of ageclub

With the emergence of the above trend, Duan Mingjie expects that the scale of the elderly market will reach more than 10 times that of the mother and baby market in the future. Since last year, the maternal and infant market has declined sharply, while the adult diaper market has maintained growth. A large number of mother and baby enterprises are transforming into the elderly track, and the trend of mother and baby brands transforming into adult diapers and elderly food is also obvious.

From the traditional old age to the new old age, the silver haired people show the change of income level / the change of era background / the change of time distribution / the change of media channels / the change of consumer psychology / the change of life concept.

According to the data released by government departments, China’s per capita life expectancy in 2018 was 77 years, but the healthy life expectancy was only 68.7 years, that is, Chinese citizens had 8.3 years to live with diseases. Survival with disease means that a large number of health products and market-oriented services are needed to meet their needs.

In Duan Mingjie’s opinion, “health products + health services” is the opportunity point for the future elderly health consumption market:

Elderly diapers, physical examination, fitness exercise, eye health, foot health, health equipment, healthy food, oral health, hearing health, chronic disease management, etc. are all worth thinking and trying by practitioners.

At the event site, Dr. Li Zhouli, the initiator of the public health service branch of the Chinese Geriatric Society, analyzed how to deal with the aging process and how to face the health problems of urinary incontinence in the middle-aged and elderly from a medical perspective. He pointed out that caring for the elderly means caring for everyone’s own future and their own health.

In order to present the spirit of the first generation of new and old people, we have the honor to invite grandma sang Xiuzhu of the fashion grandma group to give a speech. Grandma sang, 76, is a typical representative of the “new and old people with slashes”. After joining the fashion granny group, she appeared on TV programs and major shows to show the beauty of silver age with her sisters.

Grandma sang Xiuzhu talked about her new retirement life, which overturned the tradition, and spoke for the new elderly group: “I wish each of our elderly people can turn age into a mystery, turn ‘living’ into ‘life’, and live their wonderful life. What is age, just a number.”

After the report was officially released, all participants jointly launched the initiative of “caring for the elderly”, calling on the whole society to pay attention to the silver haired elderly, pay attention to their needs for dementia, disability and incontinence, and help them establish a more positive concept of healthy life and obtain a more happy life.

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