Wavemaker：中國老齡化社會的潛藏價值(45頁).pdf

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1、 人口老齡化正在全世界范圍內蔓延。在人類歷史上，地球從未 如此老過。 聯合國 POPULATION AGEING IS WIDESPREAD ACROSS THE WORLD. THE AGED POPULATION IS CURRENTLY AT ITS HIGHEST LEVEL IN HUMAN HISTORY. UNITED NATIONS 2 3 那么中國呢？ 你是否知道，中國目前60歲以上的人口占比已接近1/5，未來 30年內預期將超過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 我們在“預見”的老齡社會，已經“遇見”了。 FOR CHINA THE IMPACT OF AGEING SOCIETY IS ALREADY HERE. A BRIEF LOOK AT HOW CHINA IS AGEING 中國正在如何變“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年進入老齡社會，中國老齡化的速度持續上 漲，是除日本之外老齡化速度最快的國家。 高齡化 截至2017年底，中國80歲及以上高齡人口已達2600 萬，預計到2050年將增至約1.2億，是老齡人口中增 長最快的群體。 規模大 截至2018年底，中國60歲及以上人口近2.5億，占總

6、 人口的18%，其中65歲及以上超1.6億，占比12%。 結構穩 中國老齡化水平預計在2050年左右達到35%的峰值， 此后將長期穩定在33%左右的重度老齡化社會。 Source: National Bureau of Statistics of China 根據中國國家統計局數據整理5 HOWEVER, IS CHINAS POPULATION REALLY GROWING “OLD”? THE SENIORS SAY “NO”. 中年“無限”延長，“老”需要重新定義 中年和老年的邊界越來越模糊，中年的期限開始不斷延長，而對 “步入老齡”的心理感知不斷延后。 生命的長度在伸展，生命的寬度在勃

7、發 他們在人生第二場，更自由、更有底氣地去探索生命的無限可能。 “活力”已不足以形容他們，老齡化群體的潛力早已迸發。 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. 但人們真的在變“老”嗎? 中國的“老齡化”群體認為 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. 他們有“變老拖延癥”， 不愿做傳統定義上的“老人”， 不愿被年齡所束縛。 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. 老齡市場的潛力已不容小覷，但在

13、當下，品牌仍主要聚焦于年輕世代，對老齡化群體的認識仍知之甚少。除了商機之外，他們的 需求更值得我們去關注和關懷。他們創造了今天，而我們又將如何創造明天？而這明天，既是他們的，也是我們的。 Wavemaker將目光對準中國“現在”和“未來”的中國城鎮老齡化群體，通過全面深入的研究，打破目前存在的對老齡化群體的刻板 印象，并去探討如何觸達他們、如何與他們進行連接，在為他們創造美好生活和體驗的同時，為客戶贏得增長，達到雙贏的局面。 WHY ARE WE PAYING ATTENTION TO THE AGEING POPULATION? 我們為什么關注老齡化人口 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 群邑中國區首席執行官 WPP中國區首席執行官 Gordon Domlija 高頓 CEO, WAVEMAKER CHINA PRESIDENT, WAVEMAKER ASIA-PACIFIC WAVEMAKER中國區首席執行官 WAVEMAKER亞太區總裁 PLEASE

16、JOIN US TO BUILD A BETTER FUTURE TOGETHER 我們呼吁您的關注，攜手共建美好的未來 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 呂宣伶 CSO, WAVEMAKER CHINA WAVEMAKER中國區首席戰略官 老齡化是兼具社會和商業價值的重要議題。作為 全球最大的媒介傳播集團，我們肩負著推動行業 的發展的

19、使命。我們希望引發行業的關注，共同 探索老齡化社會的未來。這不僅對于產業健康， 更之于社會發展，都將產生深遠的意義。 任何一家前瞻性的機構都需要持續地投資未來， 而Wavemaker就是這樣一家通過認真地投資未來， 繼而捕捉增長機會的機構。我們倡導各界伙伴加 入我們，關注已經“遇見”的中國老齡社會，共建 美好未來。 中國的老齡化群體毋庸置疑是”現在的增長變 量，更是未來的增長常量”，其重要性不僅之 于商業價值，更之于社會意義?；趯淆g化 群體的深度洞察，我們致力于為品牌探索推動 未來增長的啟示。 10 HOW WAVEMAKER STUDIES SENIORS IN CHINA TODAY

20、我們如何研究 中國的老齡化群體 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，我們盡最大限度地覆蓋了中國的老齡化群體，數據推及近 1.15億中國人口，旨在全面了解中國老齡社會 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 不僅著眼于現在，同時放眼未來 年齡跨越近三十載，1943-1970年間出生，目前49-76 歲的人群 考慮到中國地域文化的多樣性 涵蓋西北、西南、華中、華南、華東、東北、華北七 大區域 考慮到中國城市級別間的差異 覆蓋一到三線城市 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：本次研究實地考察和調研了不同類型的老齡化群體，但不包括研究無 法接觸到的健康極為不佳的人群（如嚴重疾病、長期臥床等） 12 OUR RESEARCH LASTED FOR 18 MONTHS TO THOROUGHLY UNDERSTAND SENIORS VIA 3 PHASES 歷時18個月，分3個階段，通過完善的研究框架，從深度和廣度全景 剖析老齡化群體 CULTURAL SC

24、ANNING & VALUE SYSTEM EXPLORATION 文化背景與價值體系探究1 Literature review to build context and feed hypotheses Anthropological method to discover how social changes influence value system Generational cohort analysis on seniors 文獻綜述及案頭研究 人類學方法論探究社會變遷對價值觀塑造 的影響 針對老齡化人群進行世代族群分析 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 造訪一到三線不同城市 實地入戶深度訪問不同類型和年代的 老齡化群體 QUANTIFICATION TO VALIDATE 量化驗證3 Face-to-face offline survey Across Tier 1 to 3 cities in 7 regions 線下面對面訪問收集定量數據 覆蓋7大區域的一到三線城市 13 CULTURAL SCANNING & VALUE SY

26、STEM EXPLORATION 文化背景與價值體系探究 TO TRULY UNDERSTAND HOW THEIR VALUES WERE SHAPED, WE TRACED THE SOCIOCULTURAL CHANGES THEYVE BEEN THROUGH 在第一階段，通過人類學方法論，追溯他們的經歷，探究社會變遷對價值觀的塑造 PHASE1 War 戰爭 Disaster 災害 Power change 體制變革 Economic fluctuation 經濟起伏 Rise of China 中國崛起 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 我們走入他們的真實生活，聆聽他們的故事和心聲，感受他們的悲歡與喜樂 Tier 1Tier 2Tier 3 Beijing 北京 Shanghai 上海 Nanchang 南昌 Zhanjiang 湛江 Yinchuan 銀川 Qiqihar 齊齊哈爾 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. 混合不同背景的被訪者，包括： 性別及年齡 收入水平 教育水平，從初中到本科 工作狀態，如在職、退休 工作性質及行業，如國企、合資、創業等 居住狀況，如

29、和配偶、和子女、獨居等 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 我們實地考察，面對面搜集量化數據，確保給到真實且具代表性的分析結果 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 具有代表性的抽樣 覆蓋城市的不同區域 選擇不同地點訪問，如小區、公園等， 確保涵蓋不同生活軌跡的人群 隨機抽樣且遵循攔截規則，如同一群老 齡人中只允許訪問一個被訪者 嚴謹的訪問執行 訪問員可以用方言與被訪者交流 訪問地點環境舒適，適于訪問 Fieldwork photos 街頭攔截訪問照片 QUANTIFICATION TO VALIDATE 量化驗證 PHASE3 16 They may b

32、e seen as 他們可能被認為是 LET US MEET THE SENIORS AND REMOVE ANY POSSIBLE STEREOTYPED AND BIASED PERCEPTIONS 我們邀您一同“重遇”老齡化群體，打破那些可能的刻板印象和偏見 Distant from “now” and falling behind the times 與時代有距離的 Facing health challenges, need to be taken care of 面臨健康困擾 需要照料 Living a life that seems lonely and boring 生活略顯孤

33、單乏味 CHAPTER 1 第一篇章 REVISITING SENIORS IN CHINA 重新“遇見”中國的老齡化群體 Oct, 2019 CHAPTER 2 第二篇章 THE “HIDDEN VALUE” AND SOCIAL POWER 潛藏的商業價值和社會影響力 Jan, 2020 CHAPTER 3 第三篇章 WHO THEY WERE, AND WHO THEY ARE 他們的時代，和時代的他們 Mar, 2020 CHAPTER 4 第四篇章 REACHING THEIR HEARTS, CO-CREATING EXPERIENCES 觸及心靈，共創體驗 May, 2020 E

34、PILOGUE 后記 SENIORS IN OTHERS EYES, AND LIFE IN THEIR EYES 人們眼中的他們，和他們眼中的人生 Jul, 2020 SENIORS IN CHINA: THE “HIDDEN TREASURE” 中國老齡化社會的潛藏價值 17 18 19Fieldwork photo 訪問照片 THREE GENERATIONS OF THE AGEING POPULATION IN CHINA 中國老齡化群體的 世代劃分 20 Birth years 出生年份 1930-19391940-19491950-19591960-19691970-197919

35、80-19891990-19941995-2005 Age now 目前年齡 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 西方主流劃分 Baby Boomers 嬰兒潮世代 Generation X X世代 Generation Y / Millennials Y世代 / 千禧一代 Generation Z Z世代 SENIORS 老齡化群體 POST 70s 70后 POS

36、T 80s 80后 POST 90s 90后 POST 95s 95后 GENERATIONS OF CHINA 中國世代劃分 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 中國的老齡化群體跨越了多個代際 WE HAVE REDEFINED THE OLDER GENERATIONS BASED ON THE SOCIOCULTURAL CONTEXT OF CHINA 考慮到中國的特殊性，我們需要“

37、重新”定義和劃分老齡化群體 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. 成長于截然不同的社會文化和經濟發展時期，中國的老齡化群體不可一概而論。依據世代族群分析，我們將其細分為三代。 WITNESS OF REVOLUTION 革命見證者 TOUGHENED NE

38、W-CHINA 1STGENERATION 百煉成金建國一代 THE OPENING UP NEWBORNS 改革開放新生兒 “A cog in the machine” to create collective value 一顆創造集體價值的螺絲釘 Missed opportunities but now restarting life 錯失芳華但重啟人生 Benefiting from economic and cultural opening 經濟文化開放的受益人 123 22 THEIR VASTLY DIFFERENT UPBRINGING HAS SHAPED THE DIFFER

39、ENT MINDSETS AND BEHAVIOURS OF THE THREE GENERATIONS 不同的社會時代背景，塑造了截然不同的三代人 WITNESS OF REVOLUTION 革命見證者 TOUGHENED NEW-CHINA 1STGENERATION 百煉成金建國一代 THE OPENING UP NEWBORNS 改革開放新生兒 “A cog in the machine” to create collective value 一顆創造集體價值的螺絲釘 Missed opportunities but now restarting life 錯失芳華但重啟人生 Bene

40、fiting from economic and cultural opening 經濟文化開放的受益人 Birth years 出生年份 1934 - 19501951 - 19631964 - 1977 Formative years 個性形成期 1949 - 1965 Hardship & poverty 艱苦啟程 1966 - 1978 Twists & turns 波折動蕩 1979 - 1992 Openness & prosperity 開放繁榮 Age now 目前年齡 69 - 85 y/o Report focuses on 本報告聚焦 69 - 76 y/o56 - 68

41、 y/o 42 - 55 y/o Report focuses on 本報告聚焦 49 - 55 y/o 123 SIGNIFICANT GENERATIONAL DIFFERENCES ALSO INDICATE THE DIVERSITY AND VIBRANCY OF THE AGEING SOCIETY IN CHINA 差異化的三代人意味著中國的老齡社會，既具多樣性又充滿活力 23 WITNESS OF REVOLUTION 革命見證者 TOUGHENED NEW-CHINA 1STGENERATION 百煉成金建國一代 THE OPENING UP NEWBORNS 改革開放新生兒

42、 Education level Tertiary & above 教育水平 - 中專及以上學歷占比 Digitalisation Internet daily reach 數字化程度- 網絡日觸達率 Income level AVG. MHI 經濟水平 - 平均家庭月收入 7,108 8,008 9,127 30%47%52% 31%49%73% 123 24Fieldwork photo 訪問照片 AN INTRODUCTION TO THE VITALITY OF SENIORS IN CHINA TODAY 朝氣蓬勃的 中國老齡化群體 SENIORS ARE REDEFINING MI

43、DDLE AND OLD AGE. THEIR PERCEIVED LENGTH OF YOUTH AND MID-LIFE ARE BOTH LARGELY EXPANDED 他們在重新定義“中年”和“老年”，其主觀認知的青年及中年期都大 幅度延長 25 When do you consider as the starting point of 你認為多少 歲算步入 Traditional definition 傳統定義 According to seniors 重新自定義 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” 換言之， 50歲以下都是“青年” 66歲以下仍是“中年” “ ” MENTALLY, MANY FEEL YOUNG AT HEART AND HAVE DEVELOPED “AGEING PROCRASTINATION” SYNDROME 他們發展了“變老拖延癥” 26 58% My mental age is younger than my chronological age 認為自己的心理年齡 小于實際年齡 I cared about beauty since youn

45、g, and now its the same. Who doesnt want to be young and beautiful all the time? 年輕的時候就愛美，現在還是， 誰都愿意年輕、漂亮。 Aunt Zhang, 52 y/o, BJ 張阿姨，52歲，北京 33% I look younger than my chronological age 認為自己看上去 比實際年齡小 “ ” PHYSICALLY, THEY CONSIDER THEMSELVES TO BE IN GOOD SHAPE AND ACTIVELY MAINTAIN THEIR HEALTH 健康信

46、心足，且積極養身 27 9% 31% 34% 25% Very well 很好 Well 還不錯 OK 一般般 Not very well 不太好 Hard to say 說不清 59% are positive about health status 對健康狀況樂觀 TAKE AVG. 4-5 MEASURES FOR HEALTH 人均采取4-5種不同的健康措施 Pay attention to diet 注意飲食 73% 68% Do exercise 運動鍛煉 Pay attention to rest 注意作息睡眠 51% Less or no smoking or drinking

47、 少或戒煙戒酒 20% 24% Take dietary supplements 吃營養保健品 HEALTH SELF-ASSESSMENT 健康自我評價 38% Have regular health checkup 定期體檢 Fieldwork photos 訪問照片 THEY LIVE A VIGOROUS LIFE, PURSUING DIVERSE HOBBIES AND CONTINUOUSLY EXPLORING THE WORLD 精力充沛，不斷探索世界 28 AVG. 5 LEISURE ACTIVITIES PER PERSON 人均參與5種不同的休閑活動 TOP ACTI

48、VITIES TOP ACTIVITIES 熱門活動(Spontaneous answers 自發回答) 74% WalkingWalking 散步/快走 60% Watching TVWatching TV 看電視 30% Going onlineGoing online 上網 30% MusicMusic 聽音樂 24% TeaTea 喝茶/品茶 23% Mahjong/PokerMahjong/Poker 麻將/紙牌 22% GardeningGardening 種植花草 20% DancingDancing 跳舞/廣場舞 18% ShoppingShopping 逛街/購物 17% R

49、eadingReading 閱讀看報 17% BicyclingBicycling 自行車 16% Hiking/climbingHiking/climbing 徒步/登山 HALF ARE ANNUAL TRAVELLERS 半數每年會出游旅行 50% At least 1 domestic At least 1 domestic trip trip every yearevery year 每年至少1次國內游 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. 從1995年開始，一發不可收拾地去了80個國家。 我們的目標是80歲之前走完100個國家。 Uncle Wang, 73 y/o, BJ 汪叔叔，73歲，北京 A GLIMPSE AT THEIR COLOURFUL LEISURE LIFE