6 trillion market capacity, 100 million people! Is the "silver-haired family" easy to do?

      The epidemic has accelerated the development of e-commerce and accelerated the progress of the "silver-haired group" embracing digital life. However, in the process of e-commerce consumption, the proportion of elderly people who choose to give up when encountering problems is still as high as 50%.

      Seeking help from relatives and friends or giving up directly is the only choice for many elderly people. When relatives and friends are busy or difficult to teach, the elderly may choose to give up. The subjective reason for giving up is attributed to the convenience of operation.

      In response to this, mainstream APPs in the market have responded to the "Special Action on Age-Adaptive and Accessible Transformation of Internet Applications" and successively launched the "Elder Care Model".

The threshold is lowered! "Silver Clan" is easier to use APP

      Following WeChat, Weibo, Alipay and JD.com, Taobao launched the "Elder Model" on October 12 before Double Eleven.

      You can find it in "My Taobao" - "Settings" - "Mode Switching".

      The so-called "elder model" is a model suitable for the elderly. In addition to simplifying information and amplifying fonts, the voice assistant function has also been launched, which is conducive to people who are inconvenient to typing to get a better experience when using the APP.

      At the entrance to the homepage, the "Elder Mode" retains four consumption-related functions, including "Gold Coins to Pay Money", "Deriving Fruit", and "Eliminating Fun".

      Search for keywords such as "elder mode", "care version", and "care version" in the Taobao search bar to quickly switch modes, and the products on the homepage will recommend products that users may like based on "elder mode".

      In addition, when it is switched to the "elder model", the advertisement will also leave you. From this perspective, it may attract the attention of many users of other age groups.

      The function of the " elder model" greatly reduces the threshold for APP operation, allowing elders to integrate into the Internet era faster, embrace digital life, and satisfy the neglected consumption desire of elders.

140 million elderly people are forced to "dive"

      There are about 274 million elderly people using mobile phones in China, of which about 134 million elderly people using smart phones to surf the Internet. This means that about 140 million elderly people using traditional mobile phones cannot integrate into the online society and are forced to "dive".

Regarding "surfing online", the reasons why elders don't like to use it may be attributed to the following points:

      ① Have sufficient offline shopping channels near your home;

      ② Smartphones and APPs have complex operations;

      ③ Unable to identify online "routines";

      ④ Payment tools are cumbersome;

      The above reasons may become the last straw that crushes the psychological defense of the elders, making them more willing to "stay" in their familiar comfort zone.

      To this end, the country has issued the "List of the First Batch of Age-friendly and Accessible Transformation APPs" and recommends that more than 40 of the APPs be carried out for Age-friendly and Accessible Transformation.

      According to media surveys, after the list was released, more than 90% of the software has completed the aging-friendly transformation. Among them, the Pinduoduo's senior area is relatively hidden, and it is necessary to find the "elderly consumption area" in the settings; after Didi Chuxing launched the "Didi Elderly Edition" mini program and opened the "National Elderly Telephone Casino Hotline", it also officially launched the "elderly taxi" mode at the end of May.

"Silver Clan" has great potential

      According to the "2020 Internet Life Report for the Elderly", the average daily use of the Internet by elderly users over 60 years old reaches 64.8 minutes.

      The penetration rate of online shopping for 100 million silver-haired people reached 40%. In 2019, the scale of comprehensive e-commerce users of middle-aged and elderly people increased by 7.66 million year-on-year, with a growth rate of 29%.

      In the past three years, JD.com's 55-year-old + user accounted for 5%, with more than 20 million active users. Taobao and Pinduoduo's 50-year-old + active users at the end of 2019 were more than 30 million.

      These data are enough to show that the elderly are playing an increasingly important role in e-commerce platforms.

      From a macro perspective, the country will elevate common prosperity to a higher strategic position, greatly reducing the living burden of the people from multiple dimensions, increasing the per capita disposable income again, and the living standards of the elderly will also rise to a higher level. In addition to the supply of children and relatives, rent and financial management income, China's 65-year-old silver economy market capacity exceeded 6 trillion yuan in 2020, exceeding Japan's 5.9 trillion yuan, reaching one-third of the United States.

      You should know that in 2000, the capacity of China's silver-hailing economy market was only one-quarter of that of Japan and one-sixth of that of the United States.

      Therefore, based on the macro environment and online market, China is about to usher in a dividend period for the silver economy!

The time is for major Internet manufacturers to make efforts

      According to data, Pinduoduo's market penetration rate among the silver-hailed population is as high as 65.9%, second only to WeChat, higher than 54% of Taobao mobile phones and 35.5% of JD.com. It can be seen that Pinduoduo, which has the gene of "social e-commerce", is easier to enter the middle-aged and elderly market.

Source: Mob Research Institute & AgeClub

      Despite this, the mainstream shopping apps Taobao, JD.com and Pinduoduo still maintain the ease of use that are shown. This is of course one of the necessary links, and solving ease of use is fundamental. Then, Internet manufacturers should focus on enriching the products of the elderly and produce more cost-effective e-commerce channels for the elderly, so that China's silver-hailing economy can take the fast train, leverage social resources, and help the country solve its problems while expanding new tracks.

      Just like in recent years, it has launched a "silver hair trend" exclusively for the elderly, so as not to let them feel that they are lagging behind society. Isn't this the best time for a company to reflect social responsibility and value?