1、1 2 3 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 POWER 潜藏的商业价值和影响力 Jan. 2020 CHAPTER 3 第三篇章 UNLOCKING THE SILVER ECONOMY 银发经济的基本盘和新常态 Mar. 2020 CHAPTER 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 Sep. 2020 EP

2、ILOGUE 番外 PASSING ON THE WISDOM OF A GENERATION 他们走过风雨，他们依然年轻 Dec. 2020 DISCOVERING 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 one

3、by one, giving a 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 4 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

4、共创的观点与解决方案。此为系列报告的第四篇章。 4 CN 中文EN 英文 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 IN CHAPTER 3, RELEASED IN MAR. 2020 第三篇章于2020年3月发布 CN 中文EN 英文CN 中文EN 英文 TRUE DEPICTION OF SENIORS IN CHINA 中国老龄化群体的真实风采 BOOMING SILVER ECONOMY Jing Wang, Founde

5、r Population Ageing Handbook, China National Committee on Ageing 全国老龄工作委员会办公室人口老龄化国情教育知识读本 “ ” 12 BASKING IN CHINAS OPPORTUNITIES, OUR SILVER ECONOMY ENJOYS UNPARALLELED ADVANTAGES 沐浴在中国机遇中，我们的银发经济，拥有其他国家难以比拟的后发优势 POSITIVE AND PROACTIVE POLICY ENVIRONMENT 积极先导的政策环境 NEW INFRASTRUCTURE DIVIDEND 新基建的红利

6、专车 GENERATION DIVIDEND TO LONGEVITY DIVIDEND 从代际红利到长寿红利 0 13 LATECOMER ADVANTAGE OF CHINAS SILVER ECONOMY - 01 中国银发经济的后发优势 - 01 Positive and proactive Positive and proactive policy environmentpolicy environment 积极先导的政策环境 0101 “ ” 顶层设计的逐步完善： “十三五”规划纲要设专章对“积极应对人口老龄化”进行部署；健康全生命周期理论在2016年，被首次

7、写入国家战略。 社会福利保障的普及： 截至2018年5月底，基本养老保险参保人数达到约9.22亿人，基本医疗保险参保人数达到约11.9亿。贫困老年人全部纳 入了低保救助，所有省份均建立了80周岁以上高龄老年人津贴制度。 相关机构的发展和普及： 截至2017年底，所有的省，95%的地（市）、86.8%的县（市、区）都设立了老龄工作委员会及办公室。 -人口老龄化国情教育知识读本 GRADUALLY IMPROVEDGRADUALLY IMPROVEDNATIONAL STRATEGYNATIONAL STRATEGY： The 13th Five-Year Plan includes a spec

8、ial chapter on actively responding to population ageing; in 2016, the theory of full life- cycle health was included in the national strategy for the first time. UNIVERSAL ACCESS TO SOCIAL WELFARE:UNIVERSAL ACCESS TO SOCIAL WELFARE: By the end of May 2018, about 922 million people were covered by ba

9、sic pension and 1.19 billion by basic medical insurance. All elderly people in poverty have been provided with subsistence allowances, and all provinces have set up a subsidy system for elderly people over the age of 80. THE DEVELOPMENT AND POPULARIZATION OF RELEVANT INSTITUTIONS:THE DEVELOPMENT AND

10、 POPULARIZATION OF RELEVANT INSTITUTIONS: By the end of 2017, the committees and offices for ageing have been set up in 95% cities and 86.8% counties in all provinces. - Population Ageing Handbook LATE-MOVER ADVANTAGE OF CHINAS SILVER ECONOMY - 02 THE CURRENT DEFINITION IS OUTDATED 银发群体需要被重新定义，目前沿用1

11、40年前的定义，早已不合时代发展 CountryCountry 国家 MaleMale 男 FemaleFemale 女 Japan 日本6565 Korea 韩国6060 Russia 俄罗斯6055 India 印度6060 British 英国6560 Germany 德国6565 America 美国6565 In 1880 Bismarck proposed 65 as the retirement age, when the average life expectancy was less than 45 years. 1880年俾斯麦提出把65岁作为 退休年龄，而当时的平均预期

12、寿命低于45岁。 65岁的“老龄/退休年龄”定义，源于140140年前 Avg. lifeAvg. lifespan span in 1880in 1880 18801880人均寿命 Chinese avg. Chinese avg. lifelifespanspanin 2020in 2020 20202020中国人均寿命 RetirementRetirementageage 退休年龄 6565 4545 7676 The retirement age of 65 is originated 140 years ago 重新定义“老龄” CREATE VALUE FOR MULTIPLE G

13、ENERATIONS 为多代际创造价值 REMOVE PREJUDICE second, use professional methods to explore their needs, and specifically design products that meet them. Channel is the third. After the epidemic, their ability to learn the Internet will be accelerated. Leverage their learning ability and yearning for beautiful

14、 things, and communicate to respond to their complex needs. - Jason Yu, GM of Kantar Worldpanel Greater China 从市场潜力来看老年群体是最有机会的，企业应把他们当成一 个正式的目标，而不是边缘性的群体。第一，不要对他们有刻 板印象；第二，要用专业的方法去探索需求，要针对性的设计 出于他们需求的产品；第三是渠道，在疫情过后，他们的触网 能力学习能力一定会加速。利用好他们的学习能力和对美好事 物的向往，沟通回应好他们复杂的需求。 - 虞坚，凯度消费者指数大中华区总经理 Skechers ha

15、s covered all customer groups from children to the seniors to serve them since 1992. Shoes and apparel are high-usage products. On the one hand, we need to design three-dimensional products to meet the needs of different consumers; on the other hand, I will think about what Skechers means to the sen

16、iors. I hope to help them enjoy lives more freely and affirm their value to society (economic construction, family construction, inheritance of consciousness), speak for them, and become their trusted and reliable fighting partners. - Megan Zhang, VP of Marketing and Store Concept Design Jing Wang,

17、Founder chaoticmarket,qualified EDUCATION SERVICES FOR SENIORS COULD GROW EXPONENTIALLY 但高涨的学习热情并未被正视和满足，老年教育产业的发展空间巨大 Senior colleges are an important way of learning, but due to insufficient supply and the challenge of matching supply and demand, the current penetration rate is relatively low, and

18、 users are mainly women. 老年大学是重要的学习途径，但是由于供给不足，以及供需匹配的挑战，目前的渗透率相对较低，且用户以女性为主。 The penetration urban seniors 城市银发群体的渗透率 SOURCE: Seniors in china, the “hidden treasure” report series. Chapter 2: the hidden value and power. 中国老龄化社会的潜藏价值系列报告，第二篇章：潜藏的商业价值和影响力 89 Most courses in senior colleges are for en

19、tertainment 以琴棋书画为主导的银发课程 THE CURRENT MARKET IS CONCENTRATED IN LEISURE AND ENTERTAINMENT, LACKING SUPPORT FOR PERSONAL LEARNING AND DEVELOPMENT 目前的市场供给仍然集中在休闲娱乐方面，缺少针对个人学习与发展的支持 The seniors want more than just interest-based courses such as piano, chess, calligraphy, photography, debates, and forei

20、gn language tourism. There also want practical skills， such as the Internet and online shopping, home appliance repair, and health knowledge. Now there are courses such as personal image improvement (wearing skills, stylist, colors, and matching), and business skills training: such as how to be an i

21、nternet KOL (doing short video, live broadcast, etc.), many people want to try new things, for wealth as well as social attention. In the future, I hope that more commercial organisations and individuals can participate and help develop more good courses for the seniors. - Huankun Li, Vice President

22、 of Guangzhou Geriatric University 老年人想要的，不止是琴棋书画、摄影、辩论会、旅游外语等兴趣类的课程。还 有实用性高的，比如参与数字生活，比如互联网和网购、家电维修、健康知识。 现在还会有个人形象提升的课程（穿搭技巧、会请造型师，教服装、颜色、显年 轻的搭配），以及商业技能的培训：比如如何做主播（短视频，直播等），很多 人都想试试新东西，一方面可以获得新财富，也为了更多一些的社会关注。 未来希望更多的商业机构和个人能参与和支持，帮助开发更多好的课程。 李焕琨，广州老年大学副校长 “ ” Picture taken in our fieldwork 图片来自W

23、avemaker田野调查 90 MORE CONTENT AND MODELS ARE NEEDED TO MEET DIFFERENT NEEDS 未来，需要有更多样的内容和模式，来满足不同银发群体的需求 多样化内容 文化娱乐与兴趣爱好：不止琴棋书画等娱乐消 遣，还有更多的爱好或小众爱好 实用：互联网、居家、健康知识 个人品牌与形象：穿搭技巧 社交技能 商业技能: : 再就业、创业 专业领域的内容 公益类内容 Cultural entertainment and hobbies: Cultural entertainment and hobbies: popular ones such as

24、 instruments, chess, calligraphy and painting, and more niche hobbies Practical: Practical: Internet usage, home living, health knowledge, etc. Personal brand and image: Personal brand and image: dressing skills Social skillsSocial skills Business skills: Business skills: for re-employment, entrepre

25、neurship For professional fieldsFor professional fields For social welfare For social welfare DIVERSIFIED CONTENT 融合：教育、娱乐、成就的融合 多样化的场所 不同形式：教室、线上、工作坊、体验式 教学等 不同的商业模式，如免费内容与付费内容 Integration: Integration: the integration of education, entertainment, and value-creating Diverse placesDiverse places Dif

26、ferent forms: Different forms: classroom, online, workshop, experiential format, etc. Different business models: free content and Different business models: free content and paid or exclusive content paid or exclusive content 不同类别和模式 MORE TYPES OF FORMAT 适合不同代际的银发群体 适合不同圈层 适合不同性格的银发群体：比如外向与内敛 适合不同身体

27、状态和有场所偏好的银发群体 Suitable for different generationsSuitable for different generations Suitable for different social circlesSuitable for different social circles Suitable for different personalities: Suitable for different personalities: such as extrovert and introverted Suitable for different physical

28、Suitable for different physical conditions and location preferencesconditions and location preferences 不同的群体 SUIT DIFFERENT PEOPLE 91 IN ADDITION TO THE ENTHUSIASM FOR LEARNING, ANOTHER CONSISTENT THEME IS: 除了学习的热情，另一亘古不变的主题便是： TANG DYNASTY Never say too late because of old age. Even at twilight the

29、 sky is still full of sunshine. Liu Yuxis Ode to the old (Tang Dynasty) TANG DYNASTY Old as one is, one still sticks to ones dream although hair gets silver Wang Bos preface and poem of Tengwang Pavilion 莫道桑榆晚，微霞尚满天 刘禹锡酬乐天咏老见示 老当益壮，宁移白首之心 王勃滕王阁序并诗 ACT IN OLD AGE SUCCEED IN OLD AGE 老有所为老有所为 老有所成老有所成

30、92 We all want success in life one way or another. Some of us may have gained that in our first half, and some may have taken some falls and felt the pain on the way. It is most likely we didnt even have time to think about what life is as we travel through it, because we were busy following what th

31、e society is telling us to achieve. So there are blindsides that we dont realize and confusion we wonder what caused it. But for many of us that is approaching or already in second half of our lives we are smart enough to know we can not play the second half the same way as we did in the first one.

32、Second half can be a catalyst for purpose, impact and growth if we do set ourselves into search and creation. It is definitely not a sign of ageing and grow old only. Whilst our report is taking you through a series of journey into understanding what Chinas ageing society is moving into, the people,

33、 the facts, the gaps and the potential of what it can be, our goal is really to provide the insight into a propelling life on a new course, to move away from mere success to true significance. It is the transition both this society and each one of us as individual will go through and there are tons

34、of hard work to think and act out of our comfort zone, but we believe it will be most rewarding to find that fulfillment in life. “ ” Christina Lu Chief Strategy Officer, Wavemaker China 93 “ ” 吕宣伶 首席战略官，蔚迈中国 我们都希望成为人生的赢家。 有人赢在上半场，有人却一路摔倒，砥砺前行。 在人生的旅途中，我们常来不及思考。忙于遵循社会为我们定下的目标的同时，盲点与困 惑也无可避免产生。 我们中的一

35、些人已经接近或走入人生的下半场，并发现了下半场不能再用上半场的玩法。 而人生的下半场，也绝不是衰老的标志，它可以成为重置目标、重建影响力、重启增长的 催化剂，但前提是，它需要投入真心和行动去探索和创造。 我们的报告除了希望为您开启一系列的旅程，了解中国老龄化社会的阶段历程、银发群体 的实力、以及他们创造价值的潜力。我们更志在启发你我重新思考人生，它不在于单纯的 成功，而在于存在的意义和影响力。 这是社会以及我们每个人都将经历的转型期，让我们离开舒适区去思考和行动。我们相信 找寻人生的意义，也将是圆满人生的途径。 94 BOTH ECONOMIC DEVELOPMENT AND SOCIAL W

36、ELFARE WILL BENEFIT 这会将使经济发展与社会公益领域共同受益 The extension of the average life expectancyhasbroughtabouta reduction in the depreciation rate of human capital. The large increase in the young and healthy seniors is conducive to the formation of the second demographicdividend. -Population Ageing Handbook “

37、平均寿命的延长带来了人力资本折 旧率的降低，有利于发展人力资本 存量。低龄健康老人的大量增加， 有利于形成第二次人口红利“ - 人口老龄化国情教育知识读本 延长第一事业是大势所趋 鼓励发展第二人生/第二事业 成为退休后的斜杠人士 Extending the first career Encouraging the development of second life / second career Becoming a “slash person” after retirement (multiple interests / personas) Economic Development 经济发

38、展 Social Welfare 社会公益 Theycontributeto society, create more value, and at the same time, enrichtheir lives. 中国的银发群体参与了大量的社会公益事 业。他们为社会做贡献、发挥价值、也充 实了自己的生活。 Retired seniors in China have participated in a large number of social welfare undertakings. 95 Economic involvement 参与经济生活 “Provide consulting s

39、ervices, participate in technology development and application, with their enriched knowledge and experience “丰富的知识和经验，提供咨询服务，参与科 技开发与应用“ Political life 参与政治生活 Through various channels and forms, directly or through activities participation, apply the right of management or supervision. “通过各种法定的途径和形

40、式，直接或通过组织 参与，行使管理或监督的权利“ Engaging with culture 参与文化生活 “Can be segmented into value-creation participation and leisure participation.To impart cultural and scientific knowledge and engage in recreational and sports activities. “划分为价值发挥型参与，和休闲型参与，传授文化和科 技知识从事文体娱乐活动“ Interact with society, such as inte

41、rpersonal communication, voluntary activities, charity activities, participation in civil organisations, etc. “与社会互动，比如人际交往、志愿活动、公 益活动、参加民间团体等。“ Involvement in society 参与社会生活 POLICIES ENCOURAGE VALUE-CREATION, HELPING ACCELERATE SENIOR PARTICIPATION 当今的政策积极鼓励实践“老有所为”，帮助老年人参与经济发展与社会公益 SOURCE: Populat

42、ion Ageing Handbook, China National Committee on Ageing 全国老龄工作委员会办公室人口老龄化国情教育知识读本 VALUE-CREATION 老有所为 96 HOWEVER, AT PRESENT, THERE ARE NOT ENOUGH OPPORTUNITIES FOR SENIORS TO PLAY THEIR REAL ROLES 但是当下，还未能有足够的机遇，让银发群体发挥真正的能量 经多见广的银发群体，渴望创造价值， 无论是第一事业，还是第二事业。 却叹，英雄无用武之地。 当前的环境十分缺乏机遇（职位选择有限， 也以低门槛的临时

43、工种为主）。 The experienced 一是环境建设要充分考虑人口老龄化因素，适合新要求，立足当前， 着眼长远，体现前瞻性、科学性与整体性； Second, facility construction must conform to the physical and mental characteristics of the elderly and meet the needs of the elderly. Convenient, accessible and easy to use, can enhance the happiness and sense of gain,and im

44、provethe qualityof life of the elderly. 二是环境建设要符合老年人身心特点，满足老年人的使用需求，方 便可及又适用易用，能增强老年人的幸福感、获得感，提升老年人 生活生命质量。 120 FUTURE POLICY ENCOURAGES 1 - CREATING A FRIENDLY ENVIRONMENT FOR SENIORS 未来政策推行的方向 1 - 打造银发群体友好的宜居环境 宜居环境的标准 Construction standardization 建设规范化 Family-oriented residential consideration 居住

45、亲情化 User-friendly 环境友好化 Safety first is the starting point for the design and thinking of all buildings and facilities for the senior, and it is also the basic standardfor evaluating. 安全第一，是一切老年建筑、 老年设施设计思考的出发点， 也是评价其优劣的标准。 Meet the market demand that the elderly and their children canlive nearby, f

46、or them to have separate space, and easy to gather when they want. 满足老年人与子女就近居住， 可分可合的市场需求。 Makethecommunityahighly unified and sustainable residential area with ecological system and social eco-systems, including both material civilization and spiritual civilization. 使小区成为具有自然生态和人类 生态、自然环境和人工环境、物 质

47、文明和精神文明高度统一、可 持续发展的居住区。 121 We interviewed LRF, one of Asias leading interior design studios. In the design of well-known hotels, the designers have accumulated thinking of humanized design for the seniors 我们采访了亚洲领先的室内设计工作室之一LRF。在 为知名酒店的设计中，他们积累了很多关于给高龄群 体人性化设计的思考。 Shared by | 分享人： CREATING THIS LIV

48、ING ENVIRONMENT REQUIRES HUMAN THINKING AND INSIGHT 建设宜居环境，要出于对人性化的思考和细节洞察 首先总是关乎舒适和安全 安全性：保障安全，是我们为任何年龄段的人设计 产品时的第一要务。比如，设计座位的扶手、坡道、 防滑的基础材料等。在其他的国家，酒店都会有紧 急求助按钮，以应对跌倒或者不舒服的情况。 为不同群体考虑：比如为孕妇、老年客户和残障人 士提供候车区的座位，以及ADA（为残疾人等有特 殊要求的人提供厕所、房间）。 控制系统的易用性：技术的应用需要朝着更加简明 的方向发展，比如清晰的视图和明确的按键。 人性化：从用户友好的角度，合理利

49、用人体工学。 比如浴室中加长凳，方便体力没有那么好的老人在 里面休息，针对老年人入睡困难的问题，提供可拆 离式的床，方便睡眠质量不好的老年人不受他人影 响，安心入睡；在办理入住时的休息区等。 “ ” TheThe startingstarting pointpoint is is alwaysalways aboutabout comfortcomfort andand safetysafety SafetySafety: : Ensuring safety is our top priority when designing products for people of any age. For example, design seat armrests, ramps, and non-slip base materials. In other countries, hotels will have emergency help buttons to deal with falls or uncomfortable situations. ConsiderConsider forfor differentdifferent groupsgroups: : such as providing seats in th