蔚邁：中國老齡化社會潛藏價值——產業價值篇(139頁).pdf

1、1 2 3 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 POWER 潛藏的商業價值和影響力 Jan. 2020 CHAPTER 3 第三篇章 UNLOCKING THE SILVER ECONOMY 銀發經濟的基本盤和新常態 Mar. 2020 CHAPTER 4 第四篇章 SHARING PERSPECTIVES FROM EXPERTS ACROSS INDUSTRIES 各界共談銀發經濟，探索解決方案 Sep. 2020 EP

2、ILOGUE 番外 PASSING ON THE WISDOM OF A GENERATION 他們走過風雨，他們依然年輕 Dec. 2020 DISCOVERING THE “HIDDEN TREASURE” IN THE SENIOR MARKET 我們發掘中國老齡化社會的潛藏價值 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. 蔚邁發布的中國老齡化社會的潛藏價值系列報告，共分為四個篇章和一篇番外， 將逐一發布，以全面詳盡地分享我們對于中國城市老齡化群體的解析和主張，以及 與多個行業的企業

4、共創的觀點與解決方案。此為系列報告的第四篇章。 4 CN 中文EN 英文 IN CHAPTER 1, RELEASED IN OCT. 2019 第一篇章于2019年10月發布 IN CHAPTER 2, RELEASED IN JAN. 2020 第二篇章于2020年1月發布 IN CHAPTER 3, RELEASED IN MAR. 2020 第三篇章于2020年3月發布 CN 中文EN 英文CN 中文EN 英文 TRUE DEPICTION OF SENIORS IN CHINA 中國老齡化群體的真實風采 BOOMING SILVER ECONOMY Jing Wang, Founde

5、r Population Ageing Handbook, China National Committee on Ageing 全國老齡工作委員會辦公室人口老齡化國情教育知識讀本 “ ” 12 BASKING IN CHINAS OPPORTUNITIES, OUR SILVER ECONOMY ENJOYS UNPARALLELED ADVANTAGES 沐浴在中國機遇中，我們的銀發經濟，擁有其他國家難以比擬的后發優勢 POSITIVE AND PROACTIVE POLICY ENVIRONMENT 積極先導的政策環境 NEW INFRASTRUCTURE DIVIDEND 新基建的紅利

6、專車 GENERATION DIVIDEND TO LONGEVITY DIVIDEND 從代際紅利到長壽紅利 010102020303 13 LATECOMER ADVANTAGE OF CHINAS SILVER ECONOMY - 01 中國銀發經濟的后發優勢 - 01 Positive and proactive Positive and proactive policy environmentpolicy environment 積極先導的政策環境 0101 “ ” 頂層設計的逐步完善： “十三五”規劃綱要設專章對“積極應對人口老齡化”進行部署；健康全生命周期理論在2016年，被首次

7、寫入國家戰略。 社會福利保障的普及： 截至2018年5月底，基本養老保險參保人數達到約9.22億人，基本醫療保險參保人數達到約11.9億。貧困老年人全部納 入了低保救助，所有省份均建立了80周歲以上高齡老年人津貼制度。 相關機構的發展和普及： 截至2017年底，所有的省，95%的地（市）、86.8%的縣（市、區）都設立了老齡工作委員會及辦公室。 -人口老齡化國情教育知識讀本 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 銀發群體需要被重新定義，目前沿用1

11、40年前的定義，早已不合時代發展 CountryCountry 國家 MaleMale 男 FemaleFemale 女 Japan 日本6565 Korea 韓國6060 Russia 俄羅斯6055 India 印度6060 British 英國6560 Germany 德國6565 America 美國6565 In 1880 Bismarck proposed 65 as the retirement age, when the average life expectancy was less than 45 years. 1880年俾斯麥提出把65歲作為 退休年齡，而當時的平均預期

12、壽命低于45歲。 65歲的“老齡/退休年齡”定義，源于140140年前 Avg. lifeAvg. lifespan span in 1880in 1880 18801880人均壽命 Chinese avg. Chinese avg. lifelifespanspanin 2020in 2020 20202020中國人均壽命 RetirementRetirementageage 退休年齡 6565 4545 7676 The retirement age of 65 is originated 140 years ago 重新定義“老齡” CREATE VALUE FOR MULTIPLE G

13、ENERATIONS 為多代際創造價值 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 從市場潛力來看老年群體是最有機會的，企業應把他們當成一 個正式的目標，而不是邊緣性的群體。第一，不要對他們有刻 板印象；第二，要用專業的方法去探索需求，要針對性的設計 出于他們需求的產品；第三是渠道，在疫情過后，他們的觸網 能力學習能力一定會加速。利用好他們的學習能力和對美好事 物的向往，溝通回應好他們復雜的需求。 - 虞堅，凱度消費者指數大中華區總經理 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 但高漲的學習熱情并未被正視和滿足，老年教育產業的發展空間巨大 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. 老年大學是重要的學習途徑，但是由于供給不足，以及供需匹配的挑戰，目前的滲透率相對較低，且用戶以女性為主。 The penetration urban seniors 城市銀發群體的滲透率 SOURCE: Seniors in china, the “hidden treasure” report series. Chapter 2: the hidden value and power. 中國老齡化社會的潛藏價值系列報告，第二篇章：潛藏的商業價值和影響力 89 Most courses in senior colleges are for en

19、tertainment 以琴棋書畫為主導的銀發課程 THE CURRENT MARKET IS CONCENTRATED IN LEISURE AND ENTERTAINMENT, LACKING SUPPORT FOR PERSONAL LEARNING AND DEVELOPMENT 目前的市場供給仍然集中在休閑娛樂方面，缺少針對個人學習與發展的支持 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，不止是琴棋書畫、攝影、辯論會、旅游外語等興趣類的課程。還 有實用性高的，比如參與數字生活，比如互聯網和網購、家電維修、健康知識。 現在還會有個人形象提升的課程（穿搭技巧、會請造型師，教服裝、顏色、顯年 輕的搭配），以及商業技能的培訓：比如如何做主播（短視頻，直播等），很多 人都想試試新東西，一方面可以獲得新財富，也為了更多一些的社會關注。 未來希望更多的商業機構和個人能參與和支持，幫助開發更多好的課程。 李煥琨，廣州老年大學副校長 “ ” Picture taken in our fieldwork 圖片來自W

23、avemaker田野調查 90 MORE CONTENT AND MODELS ARE NEEDED TO MEET DIFFERENT NEEDS 未來，需要有更多樣的內容和模式，來滿足不同銀發群體的需求 多樣化內容 文化娛樂與興趣愛好：不止琴棋書畫等娛樂消 遣，還有更多的愛好或小眾愛好 實用：互聯網、居家、健康知識 個人品牌與形象：穿搭技巧 社交技能 商業技能: : 再就業、創業 專業領域的內容 公益類內容 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、娛樂、成就的融合 多樣化的場所 不同形式：教室、線上、工作坊、體驗式 教學等 不同的商業模式，如免費內容與付費內容 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 不同類別和模式 MORE TYPES OF FORMAT 適合不同代際的銀發群體 適合不同圈層 適合不同性格的銀發群體：比如外向與內斂 適合不同身體

27、狀態和有場所偏好的銀發群體 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 不同的群體 SUIT DIFFERENT PEOPLE 91 IN ADDITION TO THE ENTHUSIASM FOR LEARNING, ANOTHER CONSISTENT THEME IS: 除了學習的熱情，另一亙古不變的主題便是： 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，微霞尚滿天 劉禹錫酬樂天詠老見示 老當益壯，寧移白首之心 王勃滕王閣序并詩 ACT IN OLD AGE SUCCEED IN OLD AGE 老有所為老有所為 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 “ ” 呂宣伶 首席戰略官，蔚邁中國 我們都希望成為人生的贏家。 有人贏在上半場，有人卻一路摔倒，砥礪前行。 在人生的旅途中，我們常來不及思考。忙于遵循社會為我們定下的目標的同時，盲點與困 惑也無可避免產生。 我們中的一

35、些人已經接近或走入人生的下半場，并發現了下半場不能再用上半場的玩法。 而人生的下半場，也絕不是衰老的標志，它可以成為重置目標、重建影響力、重啟增長的 催化劑，但前提是，它需要投入真心和行動去探索和創造。 我們的報告除了希望為您開啟一系列的旅程，了解中國老齡化社會的階段歷程、銀發群體 的實力、以及他們創造價值的潛力。我們更志在啟發你我重新思考人生，它不在于單純的 成功，而在于存在的意義和影響力。 這是社會以及我們每個人都將經歷的轉型期，讓我們離開舒適區去思考和行動。我們相信 找尋人生的意義，也將是圓滿人生的途徑。 94 BOTH ECONOMIC DEVELOPMENT AND SOCIAL W

36、ELFARE WILL BENEFIT 這會將使經濟發展與社會公益領域共同受益 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、平均壽命的延長帶來了人力資本折 舊率的降低，有利于發展人力資本 存量。低齡健康老人的大量增加， 有利于形成第二次人口紅利“ - 人口老齡化國情教育知識讀本 延長第一事業是大勢所趨 鼓勵發展第二人生/第二事業 成為退休后的斜杠人士 Extending the first career Encouraging the development of second life / second career Becoming a “slash person” after retirement (multiple interests / personas) Economic Development 經濟發

38、展 Social Welfare 社會公益 Theycontributeto society, create more value, and at the same time, enrichtheir lives. 中國的銀發群體參與了大量的社會公益事 業。他們為社會做貢獻、發揮價值、也充 實了自己的生活。 Retired seniors in China have participated in a large number of social welfare undertakings. 95 Economic involvement 參與經濟生活 “Provide consulting s

39、ervices, participate in technology development and application, with their enriched knowledge and experience “豐富的知識和經驗，提供咨詢服務，參與科 技開發與應用“ Political life 參與政治生活 Through various channels and forms, directly or through activities participation, apply the right of management or supervision. “通過各種法定的途徑和形

40、式，直接或通過組織 參與，行使管理或監督的權利“ Engaging with culture 參與文化生活 “Can be segmented into value-creation participation and leisure participation.To impart cultural and scientific knowledge and engage in recreational and sports activities. “劃分為價值發揮型參與，和休閑型參與，傳授文化和科 技知識從事文體娛樂活動“ Interact with society, such as inte

41、rpersonal communication, voluntary activities, charity activities, participation in civil organisations, etc. “與社會互動，比如人際交往、志愿活動、公 益活動、參加民間團體等?！?Involvement in society 參與社會生活 POLICIES ENCOURAGE VALUE-CREATION, HELPING ACCELERATE SENIOR PARTICIPATION 當今的政策積極鼓勵實踐“老有所為”，幫助老年人參與經濟發展與社會公益 SOURCE: Populat

42、ion Ageing Handbook, China National Committee on Ageing 全國老齡工作委員會辦公室人口老齡化國情教育知識讀本 VALUE-CREATION 老有所為 96 HOWEVER, AT PRESENT, THERE ARE NOT ENOUGH OPPORTUNITIES FOR SENIORS TO PLAY THEIR REAL ROLES 但是當下，還未能有足夠的機遇，讓銀發群體發揮真正的能量 經多見廣的銀發群體，渴望創造價值， 無論是第一事業，還是第二事業。 卻嘆，英雄無用武之地。 當前的環境十分缺乏機遇（職位選擇有限， 也以低門檻的臨時

43、工種為主）。 The experienced 一是環境建設要充分考慮人口老齡化因素，適合新要求，立足當前， 著眼長遠，體現前瞻性、科學性與整體性； 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. 二是環境建設要符合老年人身心特點，滿足老年人的使用需求，方 便可及又適用易用，能增強老年人的幸福感、獲得感，提升老年人 生活生命質量。 120 FUTURE POLICY ENCOURAGES 1 - CREATING A FRIENDLY ENVIRONMENT FOR SENIORS 未來政策推行的方向 1 - 打造銀發群體友好的宜居環境 宜居環境的標準 Construction standardization 建設規范化 Family-oriented residential consideration 居住

45、親情化 User-friendly 環境友好化 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、 老年設施設計思考的出發點， 也是評價其優劣的標準。 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. 滿足老年人與子女就近居住， 可分可合的市場需求。 Makethecommunityahighly unified and sustainable residential area with ecological system and social eco-systems, including both material civilization and spiritual civilization. 使小區成為具有自然生態和人類 生態、自然環境和人工環境、物 質

47、文明和精神文明高度統一、可 持續發展的居住區。 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 我們采訪了亞洲領先的室內設計工作室之一LRF。在 為知名酒店的設計中，他們積累了很多關于給高齡群 體人性化設計的思考。 Shared by | 分享人： CREATING THIS LIV

48、ING ENVIRONMENT REQUIRES HUMAN THINKING AND INSIGHT 建設宜居環境，要出于對人性化的思考和細節洞察 首先總是關乎舒適和安全 安全性：保障安全，是我們為任何年齡段的人設計 產品時的第一要務。比如，設計座位的扶手、坡道、 防滑的基礎材料等。在其他的國家，酒店都會有緊 急求助按鈕，以應對跌倒或者不舒服的情況。 為不同群體考慮：比如為孕婦、老年客戶和殘障人 士提供候車區的座位，以及ADA（為殘疾人等有特 殊要求的人提供廁所、房間）。 控制系統的易用性：技術的應用需要朝著更加簡明 的方向發展，比如清晰的視圖和明確的按鍵。 人性化：從用戶友好的角度，合理利

49、用人體工學。 比如浴室中加長凳，方便體力沒有那么好的老人在 里面休息，針對老年人入睡困難的問題，提供可拆 離式的床，方便睡眠質量不好的老年人不受他人影 響，安心入睡；在辦理入住時的休息區等。 “ ” 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