行业报告重新遇见中国的老龄化群体洞察报告20191145页

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POPULATIONAGEINGISWIDESPREADACROSSTHEWORLD.THEAGEDPOPULATIONISCURRENTLYATITSHIGHESTLEVELINHUMANHISTORY.—UNITEDNATIONS23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。WHATABOUTCHINA?DIDYOUKNOWTHATPEOPLEAGEDOVER60YEARSOLDACCOUNTFORNEARLY1/5THOFTHECURRENTTOTALPOPULATION,ANDTHENUMBERISANTICIPATEDTOEXCEED1/3RDINTHENEXTTHREEDECADES?4我们在“预见”的老龄社会，已经“遇见”了。FORCHINATHEIMPACTOFAGEINGSOCIETYISALREADYHERE.ABRIEFLOOKATHOWCHINAISAGEING中国正在如何变“老”250millionTHESPEEDISFASTSinceenteringtheageingsocietyerain1999,theageingspeedoftheChinesepopulationhaskeptincreasing.Chinaisnowthe2ndfastestageingcountryafterJapan.THELIFEEXPECTANCYINCREASESIn2017,thenumberofpeopleaged80+y/oinChinareached26million,andisestimatedtoincreaseto120millionby2050.80+y/oisthefastestgrowingagegroupwithintheseniors.THESCALEISENORMOUSBy2018,therewerecloseto250millionpeopleaged60+y/oinChina,accountingfor18%ofthepopulation,andover160millionpeopleaged65+y/o,accountingfor12%ofthepopulation.THESTRUCTUREISSTABLEAgeingpopulationispredictedtopeakat35%ofthetotalpopulationaround2050,andmaintainataround33%overthelongterm.33%NO.226million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:NationalBureauofStatisticsofChina根据中国国家统计局数据整理5HOWEVER,ISCHINA’SPOPULATIONREALLYGROWING“OLD”?THESENIORSSAY“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。Theperceivedextensionofmiddleagesignifiesaredefinitionof“old”Astheboundarybetweenmiddleageandoldagebecomesincreasinglyblurred,middleagelengthens,andthepsychologicalperceptionof“growingoldsetsinlater.Seniorsnotonlylivethelengthoflife,buttheyalsolivethebreadthofitWithanewleaseonlife,seniorsexplorethepossibilitiesoflifemorefreelyandwithmorecouragethaneverbefore.Thepotentialoftheageingpopulationisalreadyapparentand“vitalitydoesn’tbegintodescribetheirmindset.但人们真的在变“老”吗?中国的“老龄化”群体认为并非如此67PSYCHOLOGICALLY,SENIORSREFUSETOAGE.THEYREFUSETOBEDEFINEDORRESTRICTEDBYTHETRADITIONALVIEWOFAN“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。•Despitethegreatpotentialoftheageingmarket,youngergenerationsarestillthemainfocusformostbrandsatthemoment,whileknowledgeandunderstandingofseniorsremainlimitedandshallow.Apartfromtheireconomicvalue,theneedsofseniorstrulydeserveourattentionastheycreatedwhatwehavetoday.Movingforward,weshallthinkabouthowwecancreateabettertomorrow,forthem,andalsoforourselves.•AtWavemaker,weareeagertounderstandthe“current”and“future”seniorconsumersinChina,toportraythetrueandstereotype-freeimageoftheageingpopulation.Thus,weareconfidenttoworkouthowtobestreachthem,connectwiththem,andachieveawin-winscenariotonotonlycreateabetterlifeforseniors,butalsodrivegrowthforourclientswiththisincreasinglyimportantconsumergroup.•老龄市场的潜力已不容小觑，但在当下，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。WHYAREWEPAYINGATTENTIONTOTHEAGEINGPOPULATION?我们为什么关注老龄化人口8Thereisgreatsocialandcommercialsignificanceassociatedwithourageingsociety.Asthelargestmediagroupintheworld,ourmissioninvolvessupportingthegrowthandevolutionoftheentireindustryecosystem.Weremaincommittedtodrawingeveryone'sattentiontothesociety'sfutureasthepopulationgetsolder.Forthedevelopmentofourindustryaswellasthatofthewidersociety,itisanenormouslyimportantissue.PatrickXu徐俊CEO,GROUPMCHINACEO,WPPCHINA群邑中国区首席执行官WPP中国区首席执行官GordonDomlija高顿CEO,WAVEMAKERCHINAPRESIDENT,WAVEMAKERASIA-PACIFICWAVEMAKER中国区首席执行官WAVEMAKER亚太区总裁PLEASEJOINUSTOBUILDABETTERFUTURETOGETHER我们呼吁您的关注，携手共建美好的未来Anorganizationwithvisionneedstocontinuouslyinvestintothefuture.AtWavemaker,webelievethatonlywithseriousfocusondecodingthefuturewillwebeabletoseizeopportunitiestogrowourclients’andourownbusiness.WiththisvaluableinsightintotheincreasinglyimportantroleofseniorsintheChineseeconomy,wehopepioneersfromdifferentindustriescanjoinustoco-createaprosperousfuturetogether.Theageingpopulationisnodoubtthe“GrowthOpportunityforNOW”and“GrowthDriverforFUTURE”withhighimportancetobothcommercialandsocialaspectsofsociety.Weaimtobridgeourunderstandingofseniorsintoimplicationsthatfuelthestrategicdevelopmentoffuturegrowthplansforbrands.9ChristinaLu吕宣伶CSO,WAVEMAKERCHINAWAVEMAKER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。10HOWWAVEMAKERSTUDIESSENIORSINCHINATODAY我们如何研究中国的老龄化群体TOGAINAHOLISTICPICTUREOFCHINA’SAGEINGSOCIETY,WECOVEREDALLACCESSIBLESENIORS,WITHDATAPROJECTIONTONEARLY115MILLIONCHINESEPOPULATION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Lookat“current”and“future