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1、123CHAPTER 1第一篇章REVISITING SENIORS IN CHINA重新“遇见”中国的老龄化群体Oct. 2019CHAPTER 2第二篇章THE HIDDEN VALUE AND POWER潜藏的商业价值和影响力Jan. 2020CHAPTER 3第三篇章UNLOCKING THE SILVER ECONOMY银发经济的基本盘和新常态Mar. 2020CHAPTER 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. 2020EPILOGUE番外PASSING ON THE
2、WISDOM OF A GENERATION他们走过风雨,他们依然年轻Jul. 2020DISCOVERING 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 8 months one by one, giving a
3、 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
4、列报告的第三篇章。4TRUE 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 generations We revealed their true po
5、tential 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 citizens in China and summarized three major
6、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 JAN. 2020第二篇章于2020年1月发布Scan QR code to read扫描二维码阅
7、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5WHATS 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
8、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 market.Meanwhile, what are the trends that make them different from before? Dete
9、cting 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 crucial to build customised strategies and precision marketing.INFORMED BY THEORY我们用科
10、学严谨的方式探究价值观6Political政治环境We refer to sociologicaltheory:1) Social environment plays a big role in shaping values2) Values dynamically evolve with the change of social environments Formative years: coming of age at or around 15 years old, has a lasting effect on values Meanwhile, social changes trigg
11、er adaptive adjustmentsTo 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
12、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FORMATIVE 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
13、VALUES 价值观是动态演进的7VALUE CONSTRUCTION IS A LIFELONG PROCESS.FOR SENIORS, THEIR JOURNEY IS COMPLEX AND MULTIFACETED. THIS JOURNEY BEGAN OVER 70 YEARS AGO AND CONTINUES TO EVOLVE.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 2020Pictures from the Internet 图片来自网络8ITS
14、 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 - 1965Hardship & poverty艰苦贫困1966 - 1978Twists & turns波折动荡1979 - 1990Openness & prosperity开放繁荣1991 - 2010Rapid growth加速腾飞2010 till nowSteady development稳健发展19491949Founding of PRC新中国成立19501950- -19531953Korean War抗美援朝19591959- -1
15、9611961Three Years of Difficulty三年困难时期19581958- -19601960Great Leap Forward大跃进19661966- -19761976Cultural Revolution文化大革命19761976The Passing of Chairman Mao毛主席去世19771977College Entrance Examination Restored恢复高考19781978Economic Reform & Opening Up改革开放19791979Diplomatic Relations with the USA Restored
16、中美关系正常化19801980Beginning of One Child Policy一胎化政策推行19811981Individual Businesses Encouraged鼓励个体经营19871987Reform of State-owned Enterprises Caused Layoffs 国企改革重组引发下岗潮19901990Official Establishment of Stock Exchanges股市正式交易19921992- -19931993Housing Bubble房地产泡沫19941994Official Access to the Internet正式接
17、入互联网19991999E-commerce Emerged电商出现20012001Entry into WTO加入世贸组织20082008Beijing Summer Olympics北京奥运会20102010Shanghai Expo上海世博会20192019The Coming of 5G5G时代来临20112011China Became Worlds 2ndLargest Economy中国成为世界第二大经济体20152015Second Child Policy Released二胎放开2018201840thAnniversary of Economic Reform & Ope
18、ning Up改革开放40周年20202020The Covid-19 Pandemic新冠肺炎全球大流行Continual internal changes内部不断变革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
19、利益考量9WITH CONSIDERABLE CHANGE IN THEIR SOCIAL ENVIRONMENT,COMES 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10THEIR VA
20、LUE SET DRAWS FROM BOTH THE PAST AND THE 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
21、义Individuality彰显自我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11CONSUMPTION 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REALISATION O
22、F 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 - 1977Age now目前年龄70 - 86 y/oOur study focuses on 本报告聚焦70 - 77 y/o57 - 69 y/o43 - 56 y/oOur study focuses on 本报告聚焦50 -
23、56 y/o12WITNESS 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123WE 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13SOME OF THEIR VALUES VARY ACROSS THESE GENERATIONS因人生经历的不同,三代人的“基本盘”和“新常态”有所不同,需要识别代际差1949 - 1965Hardship &
24、 poverty艰苦贫困1966 - 1978Twists & turns波折动荡1979 - 1990Openness & prosperity开放繁荣1991 - 2010Rapid growth加速腾飞2010 till nowSteady development稳健发展 Founding of PRC 新中国成立 The Korean War 抗美援朝 Great Leap Forward 大跃进 Three Years of Difficulty 三年困难时期 Cultural Revolution 文化大革命 Sent Down Movement 上山下乡 Mao dies 毛主席
25、去世 College Entrance Examination Restored 恢复高考 Reform & Opening up 改革开放 Diplomatic relations with the USA restored 中美关系正常化 One child policy 计划生育 Massive layoffs下岗潮 Rapid economic development 经济高速增长 Access to the Internet 网络兴起 Entry into WTO 加入WTO Beijing Olympics 北京奥运会 Shanghai Expo 上海世博会 Worlds 2nd
26、largest economy 中国成为世界第二大经济体 Stable economic growth 经济稳健 Boom of E-commerce 电商蓬勃 The coming of 5G 5G时代来 The Covid-19 Pandemic 新冠肺炎全球大流行Formative yearsFormative years个性形成期Young ageYoung age青壮年期Middle ageMiddle age中年期Old ageOld age老年期Formative yearsFormative years个性形成期Young ageYoung age青壮年期Middle ageM
27、iddle age中年期Old ageOld age老年期Formative yearsFormative years个性形成期Young ageYoung age青壮年期Middle ageMiddle age中年期WITNESS OF REVOLUTION革命见证者1943-1950TOUGHENEDNEW-CHINA 1STGENERATION百炼成金建国一代1951 1963THE OPENING UP NEWBORNS改革开放新生儿1964 197014UNDERSTANDING THESE VALUES IS THE KEY TO UNLOCKINGTHIS ENORMOUS SE
28、NIOR MARKET只有洞悉基本盘、新常态和代际差,才能有效推动各行各业万亿级消费力的兑现THE ESTIMATED ANNUAL SPENDING POWER OF SENIORS IN TIER 1 TO 3 CITIES IN CHINA中国一到三线城市老龄化群体年消费力预估为6.64TRILLION RMB万亿人民币Based on spending data and projected population numbers from our research按照调研消费数据及推及人口计算得出Food & beverage食品饮料Apparel & shoes时尚鞋服Househol
29、d care日化家清Tech & digital科技数码Personal care & cosmetics个护美妆Living养老居住Finance & insurance金融保险Employment(再)就业/志愿者Travel旅行Social interaction社交Study学习教育Transportation出行Medical care医疗护理Sports运动健身Nutrition & supplements营养保健产品Mental health心理健康Life in old age老龄生活Healthcare健康管理Spiritual life娱乐学习Daily routines日
30、常生活Financial life就业与财务15WE HAVE DEVELOPED A COMPREHENSIVE SOLUTION TO HELP BRANDS UNDERSTAND AND ACTIVATE THE SILVER ECONOMY我们打造了全面的解决方案,望助力企业洞察和焕活银发经济STRATEGY 策略Business compassNeeds map & consumer segmentation of seniorsProduct positioning and portfolio managementMarket entry strategy for new bran
31、dsCOMMUNICATION 传播Media strategy, media investment and precision marketing for senior target audienceContent marketingEcommerce marketingDATA 数据Wavemaker senior generation tracking databaseWavemaker customised senior consumers data pool老龄化市场潜力罗盘中老年群体需求图谱及细分模型产品定位及组合策略新品牌进入市场策略老龄化受众的媒介策略和精准营销内容营销电商营销
32、蔚迈老龄化人群连续研究数据库蔚迈中老年人群定制数据池WAVEMAKER SOLUTIONS FOR AGEING MARKET 蔚迈老龄化市场解决方案16We are releasing Chapter 4 in this May, Sharing Perspectives from Experts Across Industries. Here wed like to invite brands and individuals from all fields that are concerned with this topic, to discuss on: How to develop t
33、he silver economy and how can brands capture growth How to understand seniors needs and tap their potential How to enhance your brands appeal across different senior generations How to fulfill responsibilities and co-create a better society我们将于今年5月发布系列报告的第四篇章各界共谈银发经济,共创解决方案,在此我们招募各领域的企业和前瞻思考者,共同探讨:
34、展望开启银发商机与合作共赢 探索市场需求挖掘与潜力激发 如何吸引不同代际的消费群体 如何履行责任,创造美好社会WE INVITE YOU TO JOIN US IN CAPTURING THIS POTENTIAL现在,我们诚邀各行各业的有识之士,共同探索和解锁银发经济的增长之道Contact to join or for more information:联系参与或了解更多信息:17Fieldwork photo 访问照片THEIR CORE VALUES:ROOTED DEEPLY IN THE PAST掌握基本盘:源于过去,根植于心的底层价值观18THEIR CORE VALUES AR
35、E BUILT IN A TIME OF CHANGE AND RELATIVE HARDSHIP他们的基本盘塑造于艰辛又纯真的年代Picture from the Internet 图片来自网络19EXPLORING THESE CORE VALUES他们身上深根了很多可贵的时代精神,形成了价值观的“基本盘”97%Patriotism爱国情怀77% 20%I love China and Im proud to be Chinese我爱中国,并以我是中国人为荣97%Conformity规矩本分71%26%People need to obey orders and fulfill their
36、 duties人要守規矩,恪守本分97%Content知足感恩71%26%People should be content as content is happiness人必须懂得知足,知足才能常乐95%Diligence吃苦拼搏67%28%A person can only be stronger by overcoming hardship without taking shortcuts吃得苦中苦,方为人上人,不要想着走捷径94%Optimism乐观积极66%28%People should be positive and pass it to others要有正能量,并带给别人正能量9
37、0%Dedication奉献利他57%33%People need to have dedication spirit and ask nothing in return人要有奉献精神,不求回報88%Tradition尊重传统57%31%Traditions must be respected and inherited传统的习俗和观念必须要传承86%Collectivism集体为先49%37%Individual needs to be put behind group when theres a conflict of interest当集体和个人利益有冲突时,个人需要服从集体85%Int
38、egrity公平公正64%21%I concern a lot on fairness and justice我非常在意公平公正67%Frugality勤俭节约32%35%I save as much as possible, and pick products with low prices钱能省就省,要买价格低的 Strongly agree 非常认同 Somewhat agree 比较认同PatriotismPatriotism爱国情怀Solidarity团结对外Follow authority遵循方针Seek development振兴发展ConformityConformity规矩本
39、分Obedience服从Stick to the rules循规蹈矩Seek commonalities求同存异ContentContent知足感恩Minimum desires低欲求Take things as they are 随遇而安Be grateful懂得感恩DiligenceDiligence吃苦拼搏Endure hardship吃苦耐劳Work hard and well敬业称职Self-reliance & growth自力更生OptimismOptimism乐观积极Spiritually rich精神充盈Appreciate joys感受美好A positive mind正能
40、量Dedication Dedication 奉献利他Self-sacrifice牺牲自我Fulfill obligations尽职尽责Caring & helpful关怀友善Tradition Tradition 尊重传统Stick to traditions坚守传统Adopt the suitable ones选择适宜的传承Inclusive mindset海纳百川CollectivismCollectivism集体为先One for all我为人人Sense of discipline纪律性Social responsibility 社会责任Integrity Integrity 公平公
41、正Sincerity & honesty诚恳真挚True and fair真实公允Feeljustified心安理得Frugality Frugality 勤俭节约Most price sensitive价格敏感Cost efficiency性价比Aversion to waste避免浪费20THE YOUNGEST SENIOR GENERATION ARE MOST INFLUENCED BY MODERN VALUES但是,三代人在认同感和具体表达上存在差异。越年轻,受当代价值观影响越大。% Strongly agree 非常认同40%71%58%62%62%67%65%77%74%86
42、%33%66%56%60%60%68%70%73%74%77%26%58%47%53%50%63%63%66%65%73%WITNESS OF REVOLUTION革命见证者TOUGHENED NEW-CHINA 1STGENERATION百炼成金建国一代THE OPENING UP NEWBORNS改革开放新生儿21FIVE DIFFERENT DIMENSIONS,THROUGH WHICH WE CAN UNDERSTAND THEIR CORE VALUES让我们分别去回顾他们的成长之路,从五个方面,去细究每代人基本盘的塑造21FORMATIVE YEARS个性形成期BACK THEN
43、那时生活POPULAR CULTURE文化宣传LIFE PATH人生大事THEIR TAGS属于这代人的关键词What are the historical events that happened during their formative years?他们的个性形成期有过哪些大事件?What were the ideas, thoughts, icons, and cultures which were popular or promoted at that time?当时流行或宣传的思想、榜样或文化是什么?What are the big events that happened th
44、roughout their life journey?他们一路走来的生活,经历了哪些大事?What are the symbols and codes of their generation?他们这代人有什么象征?What were their living conditions like back then, such as material life, education, etc.?他们那时的生活环境是怎样的,如物质条件、文化教育水平等?22Im the first happy generation in the new China. Though born in the old so
45、ciety, I grew up in the new one,spared from wars. Reviewing my whole life, its difficult and tiring, but lucky too. Its a life about being hard-working, being selfless, and being devoted. In consideration of interests, nation always comes first, groups as the second, then the others, and lastly my o
46、wn family. In terms of material life, Im very easy and basic, just having clothes to wear, a place to live, and a car to drive.Uncle Gu, 74 y/o, Nanchang 我是新中国第一批的幸福人,免于战争,生在旧社会,长在新社会。我的一生是艰苦奋斗的一生,身心俱疲的一生,也是幸运的一生,大公无私的一生。第一想到是国家,第二是集体,第三是別人,最后才是自己的家庭。我对生活是很平淡的考虑,衣服能穿就行,房子能住就行,车子能走就行。顾叔叔,74岁,南昌WITNES
47、S OF REVOLUTION革命见证者(70-77 Y/O)“”Hard-working & enduring hardshipsAltruism & selfless devotionCollectivism吃苦耐劳为人民无私奉献无我的集体主义23FORMATIVE YEARS个性形成期BACK THEN那时生活POPULAR CULTURE文化宣传LIFE PATH人生大事THEIR TAGS属于这代人的关键词THEY GREW UP IN A TIME OF REVOLUTION AND FACED MANY HARDSHIPS他们成长于艰苦磨砺的革命年代WITNESS OF REVO
48、LUTION 革命见证者Korean War抗美援朝Great Leap Forward大跃进01959Founding of PRC新中国成立Three Years of Difficulty三年困难时期The Communists overturned the “three great mountains” and established the PRCLand was collectivised, and industrial productivity centralisedAverage life expectancy was 41The biggest war
49、after the founding of PRC: Chinese Peoples Volunteer Army aided North Korea in its war against United Nations forces on the Korean peninsulaAuthorities intended to overtake the Western in short years and set radical production quotasThe unrealistic targets led to disordered economic developmentThe d
50、rought and the destruction of agricultural development caused extreme poverty and food shortages中国共产党领导全国各族人民,推翻三座大山,建立新中国土地集体所有制,工业产能集中化平均预期寿命41岁新中国成立后最大的战争:中国人民志愿军赴朝作战,支援朝鲜人民抗击美国侵略在生产发展上追求高速度,以实现工农业生产高指标为目标,志在“赶超英美”国民经济比例发展失调,带来了严重的经济困难牺牲农业发展工业的政策,加之严重旱灾,导致全国性的粮食和副食品短缺危机Pictures from the Internet
51、图片来自网络24FORMATIVE CONTEXT个性形成期BACK THEN那时生活POPULAR CULTURE文化宣传LIFE PATH人生大事THEIR TAGS属于这代人的关键词THEY EXPERIENCED SEVERE SCARCITY体会计划经济,物资贫乏的生活 Essentiallyno market under the planned economy Government issued coupons for basic goods Scarcity in resources so people had to be frugal Flashlight as the onl
52、y home-appliance in most families Wooden or self-made toys for funWITNESS OF REVOLUTION 革命见证者 计划经济体制 通过粮票、布票等票证换取生活基本用品 物资匮乏,为温饱奔忙,必须节俭 手电筒是当时大部分家庭唯一拥有的“家用电器” “苦中作乐”木质玩具、自制玩具Pictures from the Internet 图片来自网络25FORMATIVE CONTEXT个性形成期BACK THEN那时生活POPULAR CULTURE文化宣传LIFE PATH人生大事THEIR TAGS属于这代人的关键词THEIR
53、 MORALS WERE SHAPED BY REVOLUTIONARY ICONS当时,文化宣传的主流是革命榜样和道德模范 Propagandist entertainment, e.g. myths of Communist heroes, stories of peasants prosperous lives in the new China, etc. 革命影视作品,如革命英雄故事、贫农当家作主WITNESS OF REVOLUTION 革命见证者 Praise of model workers, soldiers, and leaders, on their contributio
54、ns and self-sacrifices for the country and people 颂扬劳动模范和革命战士,为祖国和人民奉献牺牲1950The White-haired Girl白毛女1953Circumvent Hua Mountain智取华山1954The Letter With Feathers鸡毛信1955Dong Cunrui董存瑞1955Flowers of Our Motherland祖国的花朵Lei FengLei FengServe the people wholeheartedly雷锋全心全意为人民服务Cleaner Shi Cleaner Shi Chua
55、nxiangChuanxiangMe getting dirty for the cleanliness of thousands of families清洁工人时传祥宁肯一人脏,换来万家净Oilman Wang Oilman Wang JinxiJinxiThe “Iron man” spirit to use his body to cover oil blowout石油工人王进喜用身体制服井喷“铁人”Chinese Peoples Chinese Peoples Volunteer Army Volunteer Army The most lovable people中国人民志愿军最可爱
56、的人Pictures from the Internet 图片来自网络26FORMATIVE CONTEXT个性形成期BACK THEN那时生活POPULAR CULTURE文化宣传LIFE PATH人生大事THEIR TAGS属于这代人的关键词WITH A RELATIVELY UNIFORM PATH THROUGH LIFE, THIS GENERATION TEND TO BE VERY ALIKE IN VALUES AND BELIEFS这代人拥有相似的人生轨迹,塑造了他们较为趋同的价值观War战争时期Founding of PRC新中国成立Cultural Revolution文
57、化大革命Power struggles领导人更迭Early economic revolution改革开放初期Born出生Formative years个性形成期Step into society步入社会Mature adults青壮年Enter middle age中年Retirement退休Rise of China中国崛起 Born as one of many children in a big family War time, barren in material at childhood 出生于兄弟姐妹众多的大家庭 尚处战争、物资贫乏的童年 Joined army or being
58、 sent down Got married mostly by match making 参军或上山下乡 通过相亲介绍成婚 Being assigned jobs Hot occupations: doctors, engineers in factory, army officers 工作包分配 热门铁饭碗包括医生、工厂工程师、部队军人等 Stayed with the same work unit for whole career Low salary 一辈子一个单位 收入有限 Retired from work With 3rd generation grown up, start t
59、o concentrate on their own life again 退休 孙辈长大,回归自我WITNESS OF REVOLUTION 革命见证者 Suffered from Three Years of Difficulty, many with memories of starvation 经历三年困难时期,很多留有“饿肚子”的回忆Pictures from the Internet 图片来自网络HASHTAGS FOR THIS GENERATION他们的代名词27FORMATIVE CONTEXT个性形成期BACK THEN那时生活POPULAR CULTURE文化宣传LIFE
60、 PATH人生大事THEIR TAGS属于这代人的关键词老三届,第一批上山下乡一辈子一个单位思想淳朴,生活节俭做好人做好事吃苦耐劳Selfless dedication to the common goodThe 1stsent-down generationBe a good person and do good deedsOne job for a lifetimeSimple and pure in thinking and livingDo good for others, e.g. voluntary works, engage in community committees, et
61、c.为他人服务,如志愿者工作、居委会工作Harbour revolutionary comradeship, e.g. read articles from the party, use terms like “comrade” , “leader”, “organisation”感怀革命情谊,如看党报党刊,称呼“同志”,“领导”,“组织”Reluctantly accept money as part of traditional rituals, save for children rather than spend it on themselves不愿收子女钱,存钱为下一代着想Highl
62、y sensitive to price and mostly only spend on basic goods价格敏感,不乱花钱,主要买生活必需品How these values play out in their current lives这些价值观念如何影响当下的生活WITNESS OF REVOLUTION 革命见证者无私奉献,为人民服务Hard-working & enduring hardshipPictures from the Internet 图片来自网络28TOUGHENEDNEW-CHINA 1STGENERATION百炼成金建国一代(57-69 Y/O)Pragmat
63、ismSelf-renewal & struggleAdaptability务实自强奋斗适于改变“”Our generation have been through a lot. I experienced some sudden changes several times. The Sent Down movement turned me from a citizen to a peasant, the recruitment policy got me back to the city as a factory worker, then the massive layoffs pushed
64、 me to make a living on my own. Its fate, something you can hardly control, but you can still do what you are capable of, to strive for your own life.Uncle Xu, 63 y/o, Qiqihar 我们这一代人经历过几个事,我自己就有过几个一夜之间的突变。下乡让我从城市的娃变成农村的娃,招工又让我恢复了城市的生活,变成了工人, 后来又改制了,把你推向社会,你需要自给自足。这是命运,有的时候身不由己,只能做好分内事,但有的时候也要自己争取,把命
65、运把握在自己的手里。许叔叔,63岁,齐齐哈尔29THEIR FORMATIVE YEARS WERE A TIME OF CHANGE AND CHAOS他们的个性塑造于波澜起伏、充满变化的年代TOUGHENED NEW-CHINA 1STGENERATION百炼成金建国一代FORMATIVE YEARS个性形成期BACK THEN那时生活POPULAR CULTURE文化宣传LIFE PATH人生大事THEIR TAGS属于这代人的关键词Cultural Revolution文化大革命Passing of Chairman Mao 毛主席去世6Sent Down Mov
66、ement上山下乡College Entrance Examination Restored恢复高考十年教育停滞,“知识青年要农村去,接受贫下中农的再教育”,知青总数超1600万人社会长期动乱知识分子受到迫害,学校停课,文化园地荒芜,科研机构撤销毛泽东、周恩来、朱德三位领导人逝世,举国哀悼毛主席领导人更迭高考恢复成千上万人重新求学Urban youth were removed from schools and “sent down” to rural area, to gain “re-education” by working alongside peasants, involving o
67、ver 16 million young peopleMao launched an ideological campaign that caused social order to entirely break downLots of educational institutions got disruptedThree key state leaders passed (Mao Zedong, Zhou Enlai, Zhu De)China witnessed nationwide mourning, and a power struggle ensued High school exa
68、minations were restored in the winterMillions of sent-down youths went back to seek educationPictures from the Internet 图片来自网络30THE ECONOMY WAS SLOW, BUT THEY HADSTRONG IDEOLOGICAL SUSTENANCE经济发展迟缓,但有强大的意识形态寄托TOUGHENED NEW-CHINA 1STGENERATION百炼成金建国一代FORMATIVE CONTEXT个性形成期BACK THEN那时生活POPULAR CULTURE
69、文化宣传LIFE PATH人生大事THEIR TAGS属于这代人的关键词 Slow economy largely due to the Cultural Revolution Living condition remained poor, goods were still scarce “Four big items” as signs of wealth Maos “Little Red Book” memorisedby everyone, images from the book appeared everywhere 受文革影响,国民经济停滞徘徊 人民生活水平鲜有提高,物资仍然有限
70、“四大件”成为一般家庭中高级的消费品 毛主席语录风靡全国,人人背诵Pictures from the Internet 图片来自网络31POLITICAL PROPAGANDA PREVAILED ANDMAOIST PERSONALITY CULT SOARED 政治宣传持续普及,毛主席崇拜的氛围浓厚TOUGHENED NEW-CHINA 1STGENERATION百炼成金建国一代FORMATIVE CONTEXT个性形成期BACK THEN那时生活POPULAR CULTURE文化宣传LIFE PATH人生大事THEIR TAGS属于这代人的关键词 Personality cult of
71、Chairman Mao in different ways, e.g. editorial, posters, portraits, and statues, etc. 崇拜信仰毛主席,随处可见的毛主席海报、画像、雕塑等 Popularity of “model operas”, dramatisingthe fight against capitalist enemies and the economic re-construction 革命样板戏流行,描绘共产党领导下的阶级斗争和经济建设Long live chairman Mao! Long, long live! 毛主席万岁万岁!Th
72、e sunlight of Mao Zedong Thought illuminates Great Proletarian Cultural Revolution!毛主席思想的阳光照亮无产阶级文化大革命的道路!Comrade Mao Zedong is the greatest Marxist-Leninist of the present age毛主席是当代最伟大的马列主义者1971Legend of the Red Lantern红灯记1975Chunmiao春苗1971Shajiabang沙家浜1974Sparkling Red Star闪闪的红星Pictures from the I
73、nternet 图片来自网络32THEY HAD A SHARED HISTORICAL SOURCE,YET WITH ECONOMIC REFORM THEIR LIVES TOOK DIFFERENT PATHS这一代人拥有相似的前半程,但随着改革开放,却走入了差异的后半程TOUGHENED NEW-CHINA 1STGENERATION百炼成金建国一代FORMATIVE CONTEXT个性形成期BACK THEN那时生活POPULAR CULTURE文化宣传LIFE PATH人生大事THEIR TAGS属于这代人的关键词Great Leap Forward大跃进和灾害Cultural
74、Revolution文化大革命Restoration of education教育恢复Economic revolution改革开放Economic growth经济加速增长Born出生Formative years个性形成期Step into society步入社会Mature adults青壮年Enter middle age中年Retirement退休Steady development稳健繁荣 Born with poverty and famine after the founding of PRC 新中国成立后出生,物质贫困,经历饥荒 Back to urban & assigne
75、d with work 招工返城,分配单位 Got married at mid 20s Gave birth to the single child with one child policy Stayed at “Iron Rice Bowl” for the whole career ORORearly retirement during mass layoffs 25岁左右结婚 受一胎政策影响,生育独生子女 留在体制内,或因国企改制而下岗 Climbed up the social ladder and became mainstay 不断向上发展成为中流砥柱 Recently ret
76、ired or about to retire The primary caregivers to the 3rd generation 刚刚或即将退休 带孙辈的主力军 Majority only finished junior high and then been Sent Down or went to army at very young (12-15 y/o) 大多初中后便中断学业,上山下乡或入伍 Some face challenges due to early retirement by mass unemployment 部分因失业而生活平平 Support developmen
77、t as a basic force 作为社会生产的基础力量尽职尽责Pictures from the Internet 图片来自网络33TOUGHENED NEW-CHINA 1STGENERATION百炼成金建国一代HASHTAGS FOR THIS GENERATION他们的代名词FORMATIVE CONTEXT个性形成期BACK THEN那时生活POPULAR CULTURE文化宣传LIFE PATH人生大事THEIR TAGS属于这代人的关键词被文革耽误青春和教育的一代从大锅饭到下岗潮活在当下,弥补遗憾务实,讲究人情世故奋斗自强适于改变How these values play o
78、ut in their current lives这些价值观念如何影响当下的生活喜爱抱团Pictures from the Internet 图片来自网络Adaptable to changesLost youth, lost educationPragmatic, with worldly wisdomFrom assigned jobs to massive layoffsCarpe Diem, make up for lost timeStrive for myself with unyielding spiritLike to be in with the groupWidely do
79、 square dance, showcasing their In with the group mentality广场舞受欢迎,让其可以融于群体Like package tours in groupsand group photos喜爱抱团出游和拍团体照Open to changes and willing to listen to the young generation开放玲珑,接受变化和新事物,乐于和年轻人相处沟通Willing to spend on gifts toconsolidate their social network懂人情世故,善于通过礼尚往来以处理关系和办事34OP
80、ENING UP NEWBORNS改革开放新生儿(50-56 Y/O)Individualism & self-reliance Open-minded Pioneering spirit个人自主开放多元开创精神“”I have some vague ideas on those old poor days. However, I resonate more with the wonderful life stemming from the fast and tremendous development of our country. From planned economy to marke
81、t economy, the trend of starting your own business, the information explosion, people became increasingly different. I realisedthat with your own efforts, you can create a splendid life that you want, and thats a great pleasure in both material and spirit aspects.Uncle Ren, 52 y/o, Shanghai 小时候有一点点印
82、象,有过物质非常匮乏的几年,但是随着时间的推移,我们国家发展得非常快,也是非常了不起,从计划经济到市场经济,开始下海潮,有很多的信息和冲击,人和人之间的差距也变得明显,我就想原來自己去闯去搏可以如此精彩,通过努力可以获取自己想要得到的,无论是精神方面还是物质方面都是一种享受。任叔叔,52岁,上海35THEY WERE BOUGHT UP AT THE SAME TIME AS CHINAS OPENING UP他们成长于中国改革开放与经济复兴的年代OPENING UP NEWBORNS改革开放新生儿FORMATIVE YEARS个性形成期BACK THEN那时生活POPULAR CULTURE
83、文化宣传LIFE PATH人生大事THEIR TAGS属于这代人的关键词Reform & Opening up改革开放逐步落实New Diplomatic Relations新外交政策0The Third Plenary Session of the 11th Central Committee十一届三中全会Stock Market证券交易所开业The government started to implement policies for internal reform and external opening upEconomic development became
84、 the key focus for the government Deng launched a set of economic reform policies, i.e. decollectivised agriculture, reformed urban industry, allowed small-scale enterprises, built upfour special economics zonesThe relationship between USA and China had begun to ease, since 1972, then in 1979, Deng
85、Xiaoping and Jimmy Carter officially re-established diplomatic relations between China and USAShanghai Stock Exchange was launched in 1990Shenzhen Stock Exchange was launched the next year开始实行的对内改革、对外开放的政策经济建设成为全党工作的重点邓小平同志部署和开展了一系列举措,如农业改革、工业化建设、鼓励个体私营、经济特区建设1972年中年打破隔绝局面,1979年建立正式外交关系1990年上海证券交易所成
86、1991年深圳证券交易所开业Pictures from the Internet 图片来自网络36LIVING CONDITIONS TOOK A QUALITATIVE LEAP生活跃进摩登时代,变得更丰富多彩OPENING UP NEWBORNS改革开放新生儿FORMATIVE CONTEXT个性形成期BACK THEN那时生活POPULAR CULTURE文化宣传LIFE PATH人生大事THEIR TAGS属于这代人的关键词 Peoples living standards improved significantly A new “Four big items” emerged, B
87、B pagers became prevalent, Volkswagen Santanas as a sign of wealth Strong desire for and diverse ideals of beauty “Western” lifestyles got admired, going abroad for university or migration as something to brag about 生活水平拥有质的飞跃 新的“四大件”出现,BB机流行,大众桑塔纳成为财富的象征 对美和时髦的追求更强烈,审美偏好逐渐多样 西式生活受追捧,海外留学移民受羡慕Pictur
88、es from the Internet 图片来自网络37THEY HAD EXPOSURE TO DIVERSE CULTURAL INFLUENCES当时,多元港台及海外文化开始流行,个人自主意识也逐渐被激发OPENING UP NEWBORNS改革开放新生儿FORMATIVE CONTEXT个性形成期BACK THEN那时生活POPULAR CULTURE文化宣传LIFE PATH人生大事THEIR TAGS属于这代人的关键词 Diverse life choices and stories progressively acknowledged through TV series, mo
89、vies, music, etc. 通过不同的文化影视作品接触到更多不同的个人故事、生活选择和文化题材 A trend of pop culture and celebrity idolatry from western, Hong Kong and Taiwan, e.g. Michael Jackson, Teresa Deng, Four Heavenly Kings 西方及港台明星受到喜爱,如MJ、邓丽君、四大天王Pictures from the Internet 图片来自网络Teresa Deng邓丽君Brigitte Lin林青霞Four Heavenly Kings四大天王Mi
90、chael Jackson迈克尔 杰克逊Rock and Roll摇滚文化Campus folk校园民谣Family story家庭片Love story爱情片Gang story帮派故事38THEY HAVE EXPERIENCED RAPID CHANGE AS ADRIVER OF ENORMOUS OPPORTUNITY在不断的变化和机遇中,他们的人生历程呈现出多样化的发展OPENING UP NEWBORNS改革开放新生儿Cultural Revolution文化大革命Economic revolution改革开放Western ideology impact西方意识影响Econom
91、ic growth经济加速增长Internet economy互联网经济Born出生Formative years个性形成期Step into society步入社会Mature adults青壮年Enter middle age中年Retirement退休Steady development稳健繁荣 Grew up at the wake of Cultural Revolution but got minimal impact 生于文革期间但受到的影响很小 Followed a socially agreed life path, whole career at iron rice bow
92、l 选择传统的铁饭碗 Decision power in relationships and marriage A salient material life increase The first to purchase a property, car, etc. 自由恋爱结婚 物质生活持续提升 自己买房、买车 Working familiesORORbusiness leaders, self-employed individuals Despite of different consumption powers, generally willing to spend to enjoy li
93、fe Rich recreational options 工薪家庭或外企私企元老、企业家、个体户 虽经济实力不同,但都乐于消费享受生活 丰富的业余活动 Approaching retirement with more choices for elder life 仍在工作但临近退休,拥有更多养老方式的选择 Generally received good education Exposures to chances to study and work oversees, in foreign or private enterprises 享有完善的教育 了解到更多的发展机会,如海外留学工作、外企
94、或私企工作FORMATIVE CONTEXT个性形成期BACK THEN那时生活POPULAR CULTURE文化宣传THEIR TAGS属于这代人的关键词 Autonomous career choice and better paid at private or foreign-invested sectors 下海、私企或外企创事业LIFE PATH人生大事Pictures from the Internet 图片来自网络39OPENING UP NEWBORNS改革开放新生儿HASHTAGS FOR THIS GENERATION他们的代名词FORMATIVE CONTEXT个性形成期
95、BACK THEN那时生活POPULAR CULTURE文化宣传LIFE PATH人生大事THEIR TAGS属于这代人的关键词先富起来的一代西方文化和生活方式流入追求生活品质,舍得消费开放包容房子,车子,票子Pioneering spirit to seek out changeThe 1stgeneration to get richOpen, compatible and flexibleExposure to western culture and lifestylePursue quality living, willing to spend开创精神,谋求发展Houses, cars
96、, money, stocks自主择业,自由恋爱Free to choose jobs and relationshipsDevelop and invest in hobbies they like to fulfill personal enjoyment 发展自己喜欢的兴趣爱好,愿意投入精力和金钱,享受其中Confident in Chinas economy and love to grasp market opportunities, many trade stocks and shares online对中国的经济和发展有信心,爱拼爱博,很多是资深股民Open to new thi
97、ngs, keen to new technology and experience喜爱尝新,对新科技和新体验兴趣浓厚A more equal power relationship with their children, encourage and support childrens thoughts and dreams 更民主和尊重孩子意愿的一代父母,愿意鼓励和支持孩子的梦想How these values play out in their current lives这些价值观念如何影响当下的生活Pictures from the Internet 图片来自网络WITNESS OF R
98、EVOLUTION革命见证者TOUGHENED NEW-CHINA 1STGENERATION百炼成金建国一代THE OPENING UP NEWBORNS改革开放新生儿Core values核心价值观基本盘Hard-working & enduring hardships 吃苦耐劳Altruism & selfless devotion 为人民无私奉献Collectivism 无我的集体主义Pragmatism 务实Self-renewal & struggle 自强奋斗Adaptability 适于改变Individualism & self-reliance 个人自主Open-minde
99、d 开放多元Pioneering spirit 开创精神Formative years个性形成期1949 - 1965Hardship & poverty 艰苦贫困1966 - 1978Twists & turns 波折动荡1979 - 1992Openness & prosperity 开放繁荣Life experience生活环境 Planned economy 计划经济 Scarcity in material supply 物资贫乏 Slow economy 经济发展迟缓 Ideological sustenance 意识形态寄托 Economic take-off 经济起飞 Mode
100、rnisation 现代化生活Popular culture文化宣传 Revolutionary icons革命英雄 Moral models 道德模范 Political propaganda革命政治宣传 The cult of Mao 毛主席崇拜 Diverse overseas influences 海外文化 Individuality 个人意识40HERE ARE THE GENERATIONAL VARIATIONS IN SENIORS CORE VALUES BROUGHT BY DIFFERENT FORMATIVE JOURNEYS三代人不同的风雨历程,打造了他们同中有异的价
101、值观“基本盘”41Fieldwork photo 访问照片SEEING THE NEW NORMAL: THE EVOLUTION OF THEIR VALUES把脉新常态:底层价值观在当代价值观的浸润下,交融迭代42WITH SOCIAL CHANGES OVER THE TIME, MODERN VALUES HAVE GRADUALLY EMERGED时代的变化日新月异,滋生出了新的价值观念Consumerism消费主义Individuality彰显自我Self-interest利己考量Pleasure-seeking享乐文化Pictures from the Internet 图片来自
102、网络43THESE IDEAS ARE EVOLVING SOME OF THE SENIORS CORE VALUES,BLENDING INTO A NEW NORMAL AROUND FOUR THEMES这些新观念不断浸润着老龄化群体的价值观“基本盘”,融合产生四大“新常态”Consumerism 消费主义Self-expression 彰显自我Self-interest 利己考量Pleasure-seeking 享乐文化Diligence 吃苦拼搏Dedication 奉献利他Collectivism 集体为先Frugality 勤俭节约CONSUMPTION CLASSIFICAT
103、ION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REALISATION 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A NEW NORMAL A NEW NORMAL 新常态Deep-rooted cor
104、e values established in their formative years 源自个性形成期的价值观基本盘New values evolve alongside social changes 社会变动带来的新价值Blend in, but with sparkle逐波中闪耀Realisation of self & others成就你我他Enjoyment with commitment拼搏式享乐SENIORS ALL EXPECT THEIR QUALITY OF LIFE WILL BE MAINTAINED,THE MAJORITY (60%) BELIEVE IT WIL
105、L IMPROVE首先,三代人大都预期生活品质不会变差,60%认为会更好ANTICIPATED CHANGE IN QUALITY OF LIFE IN THE NEXT 3 YEARS认为未来3年生活品质会如何变化17%18%16%17%43%35%41%49%36%40%38%33%3%5%4%1%A lot worse than now比现在差很多A bit worse than now比现在差一点About the same as now和现在差不多A bit better than now比现在好一点A lot better than now比现在好很多SENIORTOTAL老龄化人
106、群总计WITNESS OF REVOLUTION革命见证者TOUGHENED NEW-CHINA 1STGENERATION百炼成金建国一代THE OPENING UP NEWBORNS改革开放新生儿Consumption classification 消费要分级4445ADMIRATION OF FRUGALITY IS DIMINISHING,GENERATION BY GENERATION他们认可通过物质消费来获得更好生活的理念;省钱的观念虽然仍被崇尚,但正随着代际而逐步弱化WITNESS OF REVOLUTION革命见证者TOUGHENED NEW-CHINA1STGENERATIO
107、N百炼成金建国一代THE OPENING UP NEWBORNS改革开放新生儿83%80%81%Material pursuits 物质追求Money is important as it can bring a better life金钱很重要,可以带来更好的生活Frugality 节俭I save as much as possible, and pick products with low prices钱能省就省,要买价格低的No waste 不浪费There is no need to change products when they can still be used只要东西还能用
108、,就没必要换新的68%64%56%82%80%76%Blend in, but with sparkle逐波中闪耀Realisation of self & others成就你我他Enjoyment with commitment拼搏式享乐Consumption classification 消费要分级ATTITUDES TO CONSUMPTION DIFFER ACROSS THE GENERATIONS三个代际中,都出现了明显的消费分级现象WITNESS OF REVOLUTION革命见证者TOUGHENED NEW-CHINA1STGENERATION百炼成金建国一代THE OPENI
109、NG UP NEWBORNS改革开放新生儿Careful in spendingBuy basics & functionsGenerous with their children谨慎花钱的一代人功能和基础需求为主,舍得为晚辈花钱Penny-wiseMake every penny count Compensatory consumption懂得精打细算该出手时再出手,补偿性消费多Open to consumerismValue quality and “face”More differentiated segmented needs积极拥抱消费主义讲究品质和体面,符合消费分级大趋势 Buy
110、daily goods with basic functions Save for pension or next generation Children frequently gift stuff 购买基本生活用品,功能性考量为主 为养老和下一代存钱 子女经常送礼孝敬 Rational, but not conservative “Making it up” is trending Occasionally pay premium for the things they really need or like 理性消费,但不保守 通过消费弥补过往生活的遗憾 时而为真正喜欢或需要的东西花大钱
111、Buying goods as a way of quality living, spend beyond life necessities for pleasure Brands matter for “a presentable image” Increasing diversified needs 为品质和乐趣而消费,不只是必需品 注重品牌选择,体现品位和体面 消费需求更多样化46Blend in, but with sparkle逐波中闪耀Realisation of self & others成就你我他Enjoyment with commitment拼搏式享乐Consumption
112、 classification 消费要分级47COLLECTIVISM MAKES THEM KEEN ON SOCIAL ACTIVITIES, WHILE INDIVIDUALISM MEANS THEY ENJOY BEING A STAR成长于集体主义的环境,当下的他们也热衷于社交活动,同时,受个人主义的影响,他们也乐意在群体中展现真我和个性,无惧瞩目或异议SOCIALLY ACTIVE ONLINE & OFFLINE线上线下社交活动都很丰富AVG. ACTIVE WECHAT GROUPS平均活跃微信群数量7.4Individuality 彰显自我People must have
113、their own personalities & thoughts人必须要有自己的个性和想法BEING WHO YOU ARE INSTEAD OF FOLLOWING忠于自己的个性和主见WITNESS OF REVOLUTION革命见证者TOUGHENED NEW-CHINA 1STGENERATION百炼成金建国一代THE OPENING UP NEWBORNS改革开放新生儿94%96%96%Blend in, but with sparkle逐波中闪耀Realisation of self & others成就你我他Enjoyment with commitment拼搏式享乐Consu
114、mption classification 消费要分级Pictures from the Internet or fieldwork 图片来自网络或访问48A GLIMPSE INTO HOW THEY SHINE看看他们如何做“夜空中最亮的星”I didnt want to be like others when I was younger. When I saw people wear like me, I would just change my look. Now its the same, so my friends always tease me that I like to sh
115、ow off by wearing clothes different from them.Aunt Zhang, 53 y/o, Beijing我年轻的时候就是,只要看到有人跟我穿的一样,我马上不穿。现在也是,我的朋友聊起来就说,我爱臭美,要穿的跟她们都不一样。张阿姨,53岁,北京Lots of people asked me to join the dance teams, but I said no, because Id like to be free after working for a lifetime. My dance team now is different from o
116、thers. The attendance is not mandatory, you can just go when you want, thats why I joined.Aunt Liang, 62 y/o, Yinchuan好多人就让我参加舞蹈队之类的,我说不,我工作被管了一辈子,现在想自由一点。但像我们队,它和别的舞蹈队不一样,要求不严,想去就去,不想去就不去了。梁阿姨,62岁,银川For me, its about enjoying life and doing whatever you want now. One thing for me is singing. We wou
117、ld go to KTV and sing those songs that would give you ratings. I feel happy when I get over 80 or 90.Uncle Chen, 72 y/o, Qujing现在的晚年只有一个心思,就是要活得潇洒,自己想干的就去干。对我来说,一个是唱歌,我们会去到KTV,里面有的歌曲是打分的,能够打到90分、80多分以上的,就满足了。陈叔叔,72岁,曲靖Blend in, but with sparkle逐波中闪耀Realisation of self & others成就你我他Enjoyment with com
118、mitment拼搏式享乐Consumption classification 消费要分级Fieldwork photos 访问照片49SENIORS CONTRIBUTE TO THEIR FAMILIES AS WELL AS TO SOCIETY日常生活中,三代人都在继续为孩子、家庭和社会付出WITNESS OF REVOLUTION革命见证者TOUGHENED NEW-CHINA 1STGENERATION百炼成金建国一代THE OPENING UP NEWBORNS改革开放新生儿Dedication to their children, by generation“养儿一百岁,长忧九十
119、九”无论多老,始终为孩子付出Help or support their children 帮助支持孩子的比例55%69%70%Family chores 做家务29%43%46%Look after grandchildren 带孩子36%45%21%Financial support经济上补贴子女家用19%24%30%Contribution to society同时奉献社会Blend in, but with sparkle逐波中闪耀Realisation of self & others成就你我他Enjoyment with commitment拼搏式享乐Consumption clas
120、sification 消费要分级Pictures from the Internet 图片来自网络积极活跃做志愿者Active volunteers50WE OBSERVED THAT YOUNGER SENIORS FEEL LESS OBLIGATED TO HELP TAKE CARE OF THEIR GRANDCHILDREN但可以看到,对于带孙辈这件事,年轻新老人的“包袱感”在慢慢降低It is my duty and responsibility to help my children look after my grandchildren帮子女带孩子也是我的责任和义务WITNE
121、SS OF REVOLUTION革命见证者TOUGHENED NEW-CHINA 1STGENERATION百炼成金建国一代THE OPENING UP NEWBORNS改革开放新生儿39%30%24%35%39%38%Strongly agree非常同意Somewhat agree比较同意74%69%62%Blend in, but with sparkle逐波中闪耀Realisation of self & others成就你我他Enjoyment with commitment拼搏式享乐Consumption classification 消费要分级51THEY ASPIRE TO BU
122、ILD A GREAT LIVE FOR THEMSELVES他们开始更多地关注自我,期待更自由地“做自己”,成就新人生Feelings or expectations about retirement对于退休的感受或期待57%More freedom and free time觉得更自由了,可自由支配的时间多了48%Chance to do what I want终于可以做想做的事情了42%More possibilities to enrich life and try different things觉得生活可以更丰富了,可以尝试不同的事不再受限自我释放BEING WHO I AM WI
123、THOUT CONSTRAINTSEager to re-invent themselves and live life to the fullest在人生第二场尽兴而活不留遗憾重拾梦想RESTORING DREAMS WITH NO REGRETS再不错过把握当下SEIZING THE DAY WITHOUT HESITATIONBlend in, but with sparkle逐波中闪耀Realisation of self & others成就你我他Enjoyment with commitment拼搏式享乐Consumption classification 消费要分级52THEY
124、ENRICH THEIR LIVES WITH LEISURE ACTIVITIES他们用丰富的娱乐休闲来充实自己的生活Avg. number of leisure activities spontaneously mentioned通常会参加的休闲活动人均自主提及数量4.9Walking 散步,快走74%Watching TV 看电视60%Listening to music 听音乐30%Going online 上网30%Tea 喝茶,品茶24%TOP 5 activities五大主流活动Daily leisure activities日常休闲Travel旅行Learning学习67% H
125、ave travelled out of Mainland China有过境外游(包括港澳台)Inbound travel境内游Outbound travel境外游2.8 Have travelled in Mainland China有过境内游Avg. frequency per year平均每年次数24%1.0 Avg. frequency per year平均每年次数22%Been to activity center or University for the Elderly in the past month过去1个月内去过老年活动中心/室/老年大学Blend in, but wit
126、h sparkle逐波中闪耀Realisation of self & others成就你我他Enjoyment with commitment拼搏式享乐Consumption classification 消费要分级Picture from fieldwork 访问图片Walking 散步,快走Watching TV 看电视Mahjong, poker 打麻将,纸牌Gardening 种植花草Dancing 跳舞,广场舞Going online 上网Listening to music 听音乐Tea 喝茶,品茶Cycling 自行车Reading 阅读,读书看报Shopping 逛街,购物H
127、iking 登山,徒步Ping Pong, badminton, tennis 乒乓球,羽毛球,网球Seeing movies 看电影Listening to the radio 听广播53YOUNGER GROUPS ARE MORE ENERGETIC AND TAKING PART IN MORE ACTIVITIES越年轻的代际展现出了更强的活力,积极参与和体验不同的活动17%7%8%11%15%16%9%19%24%12%21%20%23%59%76%17%10%12%14%18%15%14%24%29%23%19%24%23%59%72%10%15%15%19%20%21%23%2
128、6%34%45%20%21%23%61%74%0%20%40%60%80%WITNESS OF REVOLUTION革命见证者TOUGHENED NEW-CHINA 1STGENERATION百炼成金建国一代THE OPENING UP NEWBORNS改革开放新生儿AVG. leisure activities spontaneously mentioned平均休闲活动数量4.34.75.5Top 5 shared interests五大跨越年龄界限的爱好The younger, the more modern and more active越年轻,越摩登,越活跃Blend in, but
129、with sparkle逐波中闪耀Realisation of self & others成就你我他Enjoyment with commitment拼搏式享乐Consumption classification 消费要分级54THEY EMBRACE THESE ACTIVITIES, OFTEN LOOKING TO UPSKILL他们严肃认真地对待玩乐,一如既往拼搏向上,不仅是装备党,也积极做专业党Workout fanatics in the parks公园里的健身“狂魔”Impressive Yoga poses挑战瑜伽动作Professional riding equipment专
130、业骑行装备Elaborated travel journal精心制作的旅游游记Package tour with premium cameras专业摄影团Certificates and win in contests资质认可和比赛获奖Blend in, but with sparkle逐波中闪耀Realisation of self & others成就你我他Enjoyment with commitment拼搏式享乐Consumption classification 消费要分级Pictures from the Internet or fieldwork 图片来自网络或访问55THREE
131、 SENIOR GENERATIONS HAVE DIFFERING ATTITUDES TO LIFE由于“基本盘”的差异,在新时代下,造就了三代人不同的生活态度Be simpleBe dutifulFeel at ease质朴、尽责、舒心Be practicalBe circumspectDont fall behind务实、精明、不落后Be independentBe open-mindedBe sophisticated独立、开放、讲究WITNESS OF REVOLUTION革命见证者TOUGHENED NEW-CHINA 1STGENERATION百炼成金建国一代THE OPENI
132、NG UP NEWBORNS改革开放新生儿TO TRULY UNDERSTAND SENIORS MINDS, NEEDS & BEHAVIOURS, IT IS ESSENTIAL TO KNOW THEIR CORE VALUES, EVOLVED VALUES, & GENERATIONAL VARIATIONS因此,只有关注价值观的“基本盘”、融合了新观念的“新常态”、以及代际差异,我们才能真正理解老龄化群体的观念、需求以及行为56WITNESS OF REVOLUTION革命见证者TOUGHENED NEW-CHINA 1STGENERATION百炼成金建国一代THE OPENING
133、 UP NEWBORNS改革开放新生儿Be simpleBe dutifulFeel at ease质朴、尽责、舒心Be practicalBe circumspectDont fall behind务实、精明、不落后Be independentBe open-mindedBe sophisticated独立、开放、讲究Hard-working & enduring hardships Altruism & selfless devotionCollectivism吃苦耐劳为人民无私奉献无我的集体主义PragmatismSelf-renewal & struggleAdaptability务实
134、自强奋斗适于改变Individualism & self-relianceOpen-mindedPioneering spirit个人自主开放多元开创精神Core values核心价值观基本盘Evolved values新常态Way of living生活方式及态度Consumption classification 消费要分级Blend in, but with sparkle逐波中闪耀Realisation of self & others成就你我他Enjoyment with commitment拼搏式享乐57These three elements are the key to unl
135、ock the silver economy. Wavemaker is committed to working with brands in various industries, to build a better ageing society together.价值观的这三大元素是解锁老龄市场兑现其商业潜力的钥匙。蔚迈致力于携手各行各业的参与者,共建未来的美好社会。CORE VALUES掌握基本盘EVOLVED VALUES把脉新常态GENERATIONAL VARIATIONS识别代际差FOLLOW OR CONTACT US FOR MORE INSIGHTS AND SOLUTI
136、ONS ON SENIORS欢迎关注报告的持续更新,以及联系我们获得更多洞见和营销支持58CHAPTER 1第一篇章REVISITING SENIORS IN CHINA重新“遇见”中国的老龄化群体Oct. 2019CHAPTER 2第二篇章THE HIDDEN VALUE AND POWER潜藏的商业价值和影响力Jan. 2020CHAPTER 3第三篇章UNLOCKING THE SILVER ECONOMY银发经济的基本盘和新常态Mar. 2020CHAPTER 4第四篇章SHARING PERSPECTIVES FROM EXPERTS ACROSS INDUSTRIES各界共谈银发经
137、济,探索解决方案May. 2020EPILOGUE番外PASSING ON THE WISDOM OF A GENERATION他们走过风雨,他们依然年轻Jul. 202059APPENDIX:DEFINITION OF SENIOR GENERATIONS IN CHINA RESEARCH FRAMEWORKPRODUCER INTRODUCTION附件:代际定义研究框架出品方介绍WE HAVE REDEFINED THE OLDER GENERATIONS BASED ON THE SOCIOCULTURAL CONTEXT OF CHINA考虑到中国的特殊性,我们 “重新”定义和划分了
138、老龄化群体60WITNESS OF REVOLUTION革命见证者TOUGHENED NEW-CHINA1STGENERATION百炼成金建国一代THE OPENING UP NEWBORNS改革开放新生儿“A cog in the machine”to create collective value一颗创造集体价值的螺丝钉Missed opportunitiesbut now restarting life错失芳华但重启人生Benefiting from economicand cultural opening 经济文化开放的受益人123Birth years出生年份1934 - 19501
139、951 - 19631964 - 1977Formative years个性形成期1949 - 1965Hardship & poverty艰苦启程1966 - 1978Twists & turns波折动荡1979 - 1992Openness & prosperity开放繁荣Age now目前年龄70 - 86 y/oReport focuses on 本报告聚焦70 - 77 y/o57 - 69 y/o43 - 56 y/oReport focuses on 本报告聚焦50 - 56 y/oTO GAIN A HOLISTIC PICTURE OF CHINAS AGEING SOCIE
140、TY, WE COVERED ALL ACCESSIBLE SENIORS, WITH DATA PROJECTION TO NEARLY 115 MILLION CHINESE POPULATION在研究中,我们尽最大限度地覆盖了中国的老龄化群体,数据推及近1.15亿中国人口,旨在全面了解中国老龄社会61Look at “current” and “future” seniorsLook at “current” and “future” seniorsNearly 30 years age range, people born between 1943 and 1970, now aged
141、 from 50 to 77 y/oConsider cultural diversities in different regions of ChinaConsider cultural diversities in different regions of ChinaCover 7 regions, i.e. North West, South West, Middle, South, East, North East, and NorthConsider city tier differencesConsider city tier differencesFrom Tier 1 to T
142、ier 3不仅着眼于现在,同时放眼未来年龄跨越近三十载,1943-1970年间出生,目前50-77岁的人群考虑到中国地域文化的多样性涵盖西北、西南、华中、华南、华东、东北、华北七大区域考虑到中国城市级别间的差异覆盖一到三线城市Note: This study covers different types of seniors for offline fieldwork, but excludes those in very poor health condition who are inaccessible for survey (e.g. severe diseases, long-term
143、 bedridden patients)注意:本次研究实地考察和调研了不同类型的老龄化群体,但不包括研究无法接触到的健康极为不佳的人群(如严重疾病、长期卧床等)62OUR RESEARCH LASTED FOR 18 MONTHS TO THOROUGHLY UNDERSTAND SENIORS VIA 3 PHASES历时18个月,分3个阶段,通过完善的研究框架,从深度和广度全景剖析老龄化群体CULTURAL SCANNING & VALUE SYSTEM EXPLORATION文化背景与价值体系探究1 Literature review to build context and feed
144、hypotheses Anthropological method to discover how social changes influence value system Generational cohort analysis on seniors 文献综述及案头研究 人类学方法论探究社会变迁对价值观塑造的影响 针对老龄化人群进行世代族群分析ETHNOGRAPHYTO DEEP DIVE民族志挖掘2 Visited different cities from Tier 1 to 3 Visited homes of different types of seniors across 3
145、generations 造访一到三线不同城市 实地入户深度访问不同类型和年代的老龄化群体QUANTIFICATIONTO VALIDATE量化验证3 Face-to-face offline survey Across Tier 1 to 3 cities in 7 regions 线下面对面访问收集定量数据 覆盖7大区域的一到三线城市63蔚迈相信,任何时候,总存在一种更好的增长方式。通过媒体、内容和技术的结合,我们重塑消费者决策和体验,激发增长。蔚迈由全球网络统一协同运作,在强大的消费者数据推动下,了解营销在何时何地、以何种方式为品牌赢得更多销售。蔚迈在90个市场的7,600名员工拥有深厚的
146、专业知识,他们充满信心和勇气,为世界领先品牌和企业解锁增长的奥秘。我们是WPP旗下全球媒介投资管理集团群邑的一部分,可以通过、Twitter和LinkedIn了解更多关于我们的信息,也可以关注蔚迈中国微信公众号Wavemaker_China。We believe there always is a better way to grow. We positively provoke growth for our clients by reshaping consumer decision-making and experiences through media, content and tech
147、nology. The Wavemaker way is globally consistent. Fuelledby the worlds most powerful consumer data, we understand where and how marketing can intervene decisively to help brands win more sales. Our 7,600 people across 90 markets have the deep knowledge, confidence and courage to provoke growth for s
148、ome of the worlds leading brands and businesses.We are a part of GroupM, WPPs global media investment management company. Discover more on , Twitter and LinkedIn,or follow us on Wechatat Wavemaker_China. Follow Wavemaker on Follow Wavemaker on WechatWechatto get our latest to get our latest news and
149、 insightsnews and insights关注微信公众号持续获得我们的观察与洞见PRODUCER | WAVEMAKER出品方 | 蔚迈64PRODUCTION TEAM | WAVEMAKER INTELLIGENCE DEPARTMENT出品团队 | 蔚迈 咨询与洞察团队Our mission is not only to provide business consultancy and brand strategy for enterprises, but also to explore growth opportunities in different fields toge
150、ther with enterprises through knowledge co-creation and sharing.团队的使命不仅是为企业提供商业咨询和品牌策略,同时致力于通过知识共创和分享,与各企业一同探索不同领域的增长机会。REPORTS RELEASED 主要作品包括:Seniors in China: The “Hidden” Treasure Report SeriesDigital Children in ChinaThe New Forces Fueling Chinas Ecommerce GrowthQuality of Life in ChinaHealth &
151、 Wellness Today in ChinaGeneration Z in ChinaChina HNWI Gifting WhitepaperFashion Today in Chinaetc.中国老龄化社会的潜藏价值系列报告数字时代的中国孩童电商电商发展新动能中国品质生活白皮书中国健康新态势中国Z世代中国高净值人群情谊往来白皮书时尚中国等Team of Seniors in China: The “Hidden Treasure” Report Series本系列报告专项与撰稿负责人:Linna Zhao Team Head赵林娜部门总负责人Lyn WangProject Lead 王
152、琳琳项目负责人Linna is devotedto providing marketing consultancy with deep-dive into business problems and is keen to transform insights into growth opportunities.Linna善于诊断商业问题,提供营销和品牌发展咨询,热衷于将市场和消费者的洞察转化为品牌发展机遇。Lyn is passionate in telling the stories behind the numbers and transforming data into business
153、 relevant findings and insights.Lyn乐于探索和观察,擅于挖掘数字和言语背后的含意,用简单生动的方式讲述发现和洞察,并从中找到对商业有价值的启示。With growing ageing population, we are committed to investing into the future to build a better society.在老龄化社会的趋势下,探索共建美好未来将是我们持续投资的领域。Those amazing seniors got me to see the possibilities of ageing society, a f
154、actful near future we can all shape together. 统计数字让我看到了老龄化社会的确真性,而叔叔阿姨们则让我感受到了未来无限的可能性。一起,来参与和创造这一同属于他们和我们的未来。“”Note: This is a free report to share knowledge and exchange ideas. Some pictures are from the Internet, should there be any questions, please contact us to delete.注:本报告旨在用于行业分享和交流,供免费使用。部分图片来自网络,如有疑议请联系我们删除。THANK YOU!感谢阅读Contact Contact 联系人elaineelaine.