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1、 人口老龄化正在全世界范围内蔓延。在人类历史上,地球从未 如此老过。 联合国 POPULATION AGEING IS WIDESPREAD ACROSS THE WORLD. THE AGED POPULATION IS CURRENTLY AT ITS HIGHEST LEVEL IN HUMAN HISTORY. UNITED NATIONS 2 3 那么中国呢? 你是否知道,中国目前60岁以上的人口占比已接近1/5,未来 30年内预期将超过1/3。 WHAT ABOUT CHINA? DID YOU KNOW THAT PEOPLE AGED OVER 60 YEARS OLD ACC
2、OUNT FOR NEARLY 1/5THOF THE CURRENT TOTAL POPULATION, AND THE NUMBER IS ANTICIPATED TO EXCEED 1/3RDIN THE NEXT THREE DECADES? 4 我们在“预见”的老龄社会,已经“遇见”了。 FOR CHINA THE IMPACT OF AGEING SOCIETY IS ALREADY HERE. A BRIEF LOOK AT HOW CHINA IS AGEING 中国正在如何变“老” 250 million THE SPEED IS FAST Since entering th
3、e ageing society era in 1999, the ageing speed of the Chinese population has kept increasing. China is now the 2nd fastest ageing country after Japan. THE LIFE EXPECTANCY INCREASES In 2017, the number of people aged 80+ y/o in China reached 26 million, and is estimated to increase to 120 million by
4、2050. 80+ y/o is the fastest growing age group within the seniors. THE SCALE IS ENORMOUS By 2018, there were close to 250 million people aged 60+ y/o in China, accounting for 18% of the population, and over 160 million people aged 65+ y/o, accounting for 12% of the population. THE STRUCTURE IS STABL
5、E Ageing population is predicted to peak at 35% of the total population around 2050, and maintain at around 33% over the long term. 33% NO. 2 26 million 速度快 自1999年进入老龄社会,中国老龄化的速度持续上 涨,是除日本之外老龄化速度最快的国家。 高龄化 截至2017年底,中国80岁及以上高龄人口已达2600 万,预计到2050年将增至约1.2亿,是老龄人口中增 长最快的群体。 规模大 截至2018年底,中国60岁及以上人口近2.5亿,占总
6、 人口的18%,其中65岁及以上超1.6亿,占比12%。 结构稳 中国老龄化水平预计在2050年左右达到35%的峰值, 此后将长期稳定在33%左右的重度老龄化社会。 Source: National Bureau of Statistics of China 根据中国国家统计局数据整理5 HOWEVER, IS CHINAS POPULATION REALLY GROWING “OLD”? THE SENIORS SAY “NO”. 中年“无限”延长,“老”需要重新定义 中年和老年的边界越来越模糊,中年的期限开始不断延长,而对 “步入老龄”的心理感知不断延后。 生命的长度在伸展,生命的宽度在勃
7、发 他们在人生第二场,更自由、更有底气地去探索生命的无限可能。 “活力”已不足以形容他们,老龄化群体的潜力早已迸发。 The perceived The perceived extension extension of middle age of middle age signifies a signifies a redefinition redefinition of of “old”“old” As the boundary between middle age and old age becomes increasingly blurred, middle age lengthens,
8、 and the psychological perception of “growing old sets in later. Seniors not only live the length of life, but Seniors not only live the length of life, but they also they also live the live the breadth breadth of itof it With a new lease on life, seniors explore the possibilities of life more freel
9、y and with more courage than ever before. The potential of the ageing population is already apparent and “vitality doesnt begin to describe their mindset. 但人们真的在变“老”吗? 中国的“老龄化”群体认为 并非如此 6 7 PSYCHOLOGICALLY, SENIORS REFUSE TO AGE. THEY REFUSE TO BE DEFINED OR RESTRICTED BY THE TRADITIONAL VIEW OF AN
10、“OLD” PERSON. 他们有“变老拖延症”, 不愿做传统定义上的“老人”, 不愿被年龄所束缚。 Despite the great potential of the ageing market, younger generations are still the main focus for most brands at the moment, while knowledge and understanding of seniors remain limited and shallow. Apart from their economic value, the needs of seni
11、ors truly deserve our attention as they created what we have today. Moving forward, we shall think about how we can create a better tomorrow, for them, and also for ourselves. At Wavemaker, we are eager to understand the “current” and “future” senior consumers in China, to portray the true and stere
12、otype-free image of the ageing population. Thus, we are confident to work out how to best reach them, connect with them, and achieve a win-win scenario to not only create a better life for seniors, but also drive growth for our clients with this increasingly important consumer group. 老龄市场的潜力已不容小觑,但在
13、当下,品牌仍主要聚焦于年轻世代,对老龄化群体的认识仍知之甚少。除了商机之外,他们的 需求更值得我们去关注和关怀。他们创造了今天,而我们又将如何创造明天?而这明天,既是他们的,也是我们的。 Wavemaker将目光对准中国“现在”和“未来”的中国城镇老龄化群体,通过全面深入的研究,打破目前存在的对老龄化群体的刻板 印象,并去探讨如何触达他们、如何与他们进行连接,在为他们创造美好生活和体验的同时,为客户赢得增长,达到双赢的局面。 WHY ARE WE PAYING ATTENTION TO THE AGEING POPULATION? 我们为什么关注老龄化人口 8 There is great s
14、ocial and commercial significance associated with our ageing society. As the largest media group in the world, our mission involves supporting the growth and evolution of the entire industry ecosystem. We remain committed to drawing everyones attention to the societys future as the population gets o
15、lder. For the development of our industry as well as that of the wider society, it is an enormously important issue. Patrick Xu 徐俊 CEO, GROUPM CHINA CEO, WPP CHINA 群邑中国区首席执行官 WPP中国区首席执行官 Gordon Domlija 高顿 CEO, WAVEMAKER CHINA PRESIDENT, WAVEMAKER ASIA-PACIFIC WAVEMAKER中国区首席执行官 WAVEMAKER亚太区总裁 PLEASE
16、JOIN US TO BUILD A BETTER FUTURE TOGETHER 我们呼吁您的关注,携手共建美好的未来 An organization with vision needs to continuously invest into the future. At Wavemaker, we believe that only with serious focus on decoding the future will we be able to seize opportunities to grow our clients and our own business. With th
17、is valuable insight into the increasingly important role of seniors in the Chinese economy, we hope pioneers from different industries can join us to co-create a prosperous future together. The ageing population is no doubt the “Growth Opportunity for NOW” and “Growth Driver for FUTURE” with high im
18、portance to both commercial and social aspects of society. We aim to bridge our understanding of seniors into implications that fuel the strategic development of future growth plans for brands. 9 Christina Lu 吕宣伶 CSO, WAVEMAKER CHINA WAVEMAKER中国区首席战略官 老龄化是兼具社会和商业价值的重要议题。作为 全球最大的媒介传播集团,我们肩负着推动行业 的发展的
19、使命。我们希望引发行业的关注,共同 探索老龄化社会的未来。这不仅对于产业健康, 更之于社会发展,都将产生深远的意义。 任何一家前瞻性的机构都需要持续地投资未来, 而Wavemaker就是这样一家通过认真地投资未来, 继而捕捉增长机会的机构。我们倡导各界伙伴加 入我们,关注已经“遇见”的中国老龄社会,共建 美好未来。 中国的老龄化群体毋庸置疑是”现在的增长变 量,更是未来的增长常量”,其重要性不仅之 于商业价值,更之于社会意义。基于对老龄化 群体的深度洞察,我们致力于为品牌探索推动 未来增长的启示。 10 HOW WAVEMAKER STUDIES SENIORS IN CHINA TODAY
20、我们如何研究 中国的老龄化群体 TO GAIN A HOLISTIC PICTURE OF CHINAS AGEING SOCIETY, 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 11 Look at “current” and “future” seniorsLook at “current” and “future” seniors
21、Nearly 30 years age range, people born between 1943 and 1970, now aged from 49 to 76 y/o Consider cultural diversities in different regions of ChinaConsider cultural diversities in different regions of China Cover 7 regions, i.e. North West, South West, Middle, South, East, North East, and North Con
22、sider Consider city tier city tier differencesdifferences From Tier 1 to Tier 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49-76 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 poo
23、r health condition who are inaccessible for survey (e.g. severe diseases, long-term 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) 12 OUR 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 SC
24、ANNING & VALUE SYSTEM EXPLORATION 文化背景与价值体系探究1 Literature review to build context and feed 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 ETHNOGRAPHY TO DEEP DIVE 民族志挖掘2
25、Visited different cities from Tier 1 to 3 Visited homes of different types of seniors across 3 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 QUANTIFICATION TO 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 13 CULTURAL SCANNING & VALUE SY
26、STEM EXPLORATION 文化背景与价值体系探究 TO TRULY UNDERSTAND HOW THEIR VALUES WERE SHAPED, WE TRACED THE SOCIOCULTURAL CHANGES THEYVE BEEN THROUGH 在第一阶段,通过人类学方法论,追溯他们的经历,探究社会变迁对价值观的塑造 PHASE1 War 战争 Disaster 灾害 Power change 体制变革 Economic fluctuation 经济起伏 Rise of China 中国崛起 Technology innovation 科技革新 14 WE GOT IN
27、TO THEIR REAL LIVES, HEARING THEIR STORIES AND THOUGHTS, AND CAPTURING THEIR JOYS AND SORROWS 我们走入他们的真实生活,聆听他们的故事和心声,感受他们的悲欢与喜乐 Tier 1Tier 2Tier 3 Beijing 北京 Shanghai 上海 Nanchang 南昌 Zhanjiang 湛江 Yinchuan 银川 Qiqihar 齐齐哈尔 Qujing 曲靖 Mix respondents in terms of Gender, age Income level Educational level
28、, from junior high to bachelor Working status, e.g. working, retired Types of occupations and industries, e.g. state- owned enterprise, joint venture, entrepreneur, etc. Living status, e.g. with spouse, with kids, solo, etc. 混合不同背景的被访者,包括: 性别及年龄 收入水平 教育水平,从初中到本科 工作状态,如在职、退休 工作性质及行业,如国企、合资、创业等 居住状况,如
29、和配偶、和子女、独居等 ETHNOGRAPHY TO DEEP DIVE 民族志挖掘 PHASE2 15 WE INTERVIEWED EACH SENIOR FACE-TO-FACE OFFLINE, ENSURING OUR DATA AND ANALYSIS WERE AUTHENTIC AND REPRESENTATIVE 我们实地考察,面对面搜集量化数据,确保给到真实且具代表性的分析结果 Representative samplingRepresentative sampling Good mixture of different districts in each fieldwor
30、k city Wide coverage of fieldwork venues, e.g. neighbourhood, park, in order to approach respondents with different routines Random sampling with intercepting rule, e.g. only interview one individual from a group of seniors Strict fieldwork executionStrict fieldwork execution Interviewers able to co
31、mmunicatewith respondents in local dialect Comfortable environment for survey, e.g. venue with chairs 具有代表性的抽样 覆盖城市的不同区域 选择不同地点访问,如小区、公园等, 确保涵盖不同生活轨迹的人群 随机抽样且遵循拦截规则,如同一群老 龄人中只允许访问一个被访者 严谨的访问执行 访问员可以用方言与被访者交流 访问地点环境舒适,适于访问 Fieldwork photos 街头拦截访问照片 QUANTIFICATION TO VALIDATE 量化验证 PHASE3 16 They may b
32、e seen as 他们可能被认为是 LET US MEET THE SENIORS AND REMOVE ANY POSSIBLE STEREOTYPED AND BIASED PERCEPTIONS 我们邀您一同“重遇”老龄化群体,打破那些可能的刻板印象和偏见 Distant from “now” and falling behind the times 与时代有距离的 Facing health challenges, need to be taken care of 面临健康困扰 需要照料 Living a life that seems lonely and boring 生活略显孤
33、单乏味 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 SOCIAL POWER 潜藏的商业价值和社会影响力 Jan, 2020 CHAPTER 3 第三篇章 WHO THEY WERE, AND WHO THEY ARE 他们的时代,和时代的他们 Mar, 2020 CHAPTER 4 第四篇章 REACHING THEIR HEARTS, CO-CREATING EXPERIENCES 触及心灵,共创体验 May, 2020 E
34、PILOGUE 后记 SENIORS IN OTHERS EYES, AND LIFE IN THEIR EYES 人们眼中的他们,和他们眼中的人生 Jul, 2020 SENIORS IN CHINA: THE “HIDDEN TREASURE” 中国老龄化社会的潜藏价值 17 18 19Fieldwork photo 访问照片 THREE GENERATIONS OF THE AGEING POPULATION IN CHINA 中国老龄化群体的 世代划分 20 Birth years 出生年份 -19-19
35、80-19-2005 Age now 目前年龄 80+ y/o70-79 y/o60-69 y/o50-59 y/o40-49 y/o30-39 y/o25-29 y/o14-24 y/o Silent Generation 沉默世代 MAJOR GENERATIONS OF THE WESTERN WORLD 西方主流划分 Baby Boomers 婴儿潮世代 Generation X X世代 Generation Y / Millennials Y世代 / 千禧一代 Generation Z Z世代 SENIORS 老龄化群体 POST 70s 70后 POS
36、T 80s 80后 POST 90s 90后 POST 95s 95后 GENERATIONS OF CHINA 中国世代划分 POST 30s 30后 POST 40s 40后 POST 50s 50后 POST 60s 60后 THE AGEING POPULATION IN CHINA STRETCHES ACROSS MULTIPLE GENERATIONS 中国的老龄化群体跨越了多个代际 WE HAVE REDEFINED THE OLDER GENERATIONS BASED ON THE SOCIOCULTURAL CONTEXT OF CHINA 考虑到中国的特殊性,我们需要“
37、重新”定义和划分老龄化群体 21 Growing up under entirely different sociocultural and economic environments, seniors in China cannot be generalised as a single group. We group them based on Generational Cohort Analysis. 成长于截然不同的社会文化和经济发展时期,中国的老龄化群体不可一概而论。依据世代族群分析,我们将其细分为三代。 WITNESS OF REVOLUTION 革命见证者 TOUGHENED NE
38、W-CHINA 1STGENERATION 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 opportunities but now restarting life 错失芳华但重启人生 Benefiting from economic and cultural opening 经济文化开放的受益人 123 22 THEIR VASTLY DIFFERENT UPBRINGING HAS SHAPED THE DIFFER
39、ENT MINDSETS AND BEHAVIOURS OF THE THREE GENERATIONS 不同的社会时代背景,塑造了截然不同的三代人 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 “A cog in the machine” to create collective value 一颗创造集体价值的螺丝钉 Missed opportunities but now restarting life 错失芳华但重启人生 Bene
40、fiting from economic and cultural opening 经济文化开放的受益人 Birth years 出生年份 1934 - 19501951 - 19631964 - 1977 Formative years 个性形成期 1949 - 1965 Hardship & poverty 艰苦启程 1966 - 1978 Twists & turns 波折动荡 1979 - 1992 Openness & prosperity 开放繁荣 Age now 目前年龄 69 - 85 y/o Report focuses on 本报告聚焦 69 - 76 y/o56 - 68
41、 y/o 42 - 55 y/o Report focuses on 本报告聚焦 49 - 55 y/o 123 SIGNIFICANT GENERATIONAL DIFFERENCES ALSO INDICATE THE DIVERSITY AND VIBRANCY OF THE AGEING SOCIETY IN CHINA 差异化的三代人意味着中国的老龄社会,既具多样性又充满活力 23 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
42、 Education level Tertiary & above 教育水平 - 中专及以上学历占比 Digitalisation Internet daily reach 数字化程度- 网络日触达率 Income level AVG. MHI 经济水平 - 平均家庭月收入 7,108 8,008 9,127 30%47%52% 31%49%73% 123 24Fieldwork photo 访问照片 AN INTRODUCTION TO THE VITALITY OF SENIORS IN CHINA TODAY 朝气蓬勃的 中国老龄化群体 SENIORS ARE REDEFINING MI
43、DDLE AND OLD AGE. THEIR PERCEIVED LENGTH OF YOUTH AND MID-LIFE ARE BOTH LARGELY EXPANDED 他们在重新定义“中年”和“老年”,其主观认知的青年及中年期都大 幅度延长 25 When do you consider as the starting point of 你认为多少 岁算步入 Traditional definition 传统定义 According to seniors 重新自定义 40y/o49y/o 60y/o66y/o Middle age 中年 Old age 老年 This is to s
44、ay, 50 y/o below are “youth”, 66 y/o below are “middle age” 换言之, 50岁以下都是“青年” 66岁以下仍是“中年” “ ” MENTALLY, MANY FEEL YOUNG AT HEART AND HAVE DEVELOPED “AGEING PROCRASTINATION” SYNDROME 他们发展了“变老拖延症” 26 58% My mental age is younger than my chronological age 认为自己的心理年龄 小于实际年龄 I cared about beauty since youn
45、g, and now its the same. Who doesnt want to be young and beautiful all the time? 年轻的时候就爱美,现在还是, 谁都愿意年轻、漂亮。 Aunt Zhang, 52 y/o, BJ 张阿姨,52岁,北京 33% I look younger than my chronological age 认为自己看上去 比实际年龄小 “ ” PHYSICALLY, THEY CONSIDER THEMSELVES TO BE IN GOOD SHAPE AND ACTIVELY MAINTAIN THEIR HEALTH 健康信
46、心足,且积极养身 27 9% 31% 34% 25% Very well 很好 Well 还不错 OK 一般般 Not very well 不太好 Hard to say 说不清 59% are positive about health status 对健康状况乐观 TAKE AVG. 4-5 MEASURES FOR HEALTH 人均采取4-5种不同的健康措施 Pay attention to diet 注意饮食 73% 68% Do exercise 运动锻炼 Pay attention to rest 注意作息睡眠 51% Less or no smoking or drinking
47、 少或戒烟戒酒 20% 24% Take dietary supplements 吃营养保健品 HEALTH SELF-ASSESSMENT 健康自我评价 38% Have regular health checkup 定期体检 Fieldwork photos 访问照片 THEY LIVE A VIGOROUS LIFE, PURSUING DIVERSE HOBBIES AND CONTINUOUSLY EXPLORING THE WORLD 精力充沛,不断探索世界 28 AVG. 5 LEISURE ACTIVITIES PER PERSON 人均参与5种不同的休闲活动 TOP ACTI
48、VITIES TOP ACTIVITIES 热门活动(Spontaneous answers 自发回答) 74% WalkingWalking 散步/快走 60% Watching TVWatching TV 看电视 30% Going onlineGoing online 上网 30% MusicMusic 听音乐 24% TeaTea 喝茶/品茶 23% Mahjong/PokerMahjong/Poker 麻将/纸牌 22% GardeningGardening 种植花草 20% DancingDancing 跳舞/广场舞 18% ShoppingShopping 逛街/购物 17% R
49、eadingReading 阅读看报 17% BicyclingBicycling 自行车 16% Hiking/climbingHiking/climbing 徒步/登山 HALF ARE ANNUAL TRAVELLERS 半数每年会出游旅行 50% At least 1 domestic At least 1 domestic trip trip every yearevery year 每年至少1次国内游 9% At least 1 outbound At least 1 outbound trip trip every yearevery year 每年至少1次出境游 “ ” My wife and I have been to 80 countries since 1995, and our target is to hit 100 by the time were 80 y/o. 从1995年开始,一发不可收拾地去了80个国家。 我们的目标是80岁之前走完100个国家。 Uncle Wang, 73 y/o, BJ 汪叔叔,73岁,北京 A GLIMPSE AT THEIR COLOURFUL LEISURE LIFE