Silver hair new force: underestimated consumption awakening
China's "Vibrant Seniors," born between 1960 and 1975, have fully benefited from the reform and opening-up era and are now in an ideal state of near or post-retirement, mortgage-free homeownership, travel freedom, and enjoying life. This group is also known as "Generation R": Rich, Relaxed, and Reorientation. They may also be the most underestimated consumer force in Chinese society today. * What are the consumption characteristics of the silver-haired population? * How do the lifestyles of the silver-haired population differ from those of the white-haired population? * How can brands communicate with the silver-haired population to avoid stereotypes and build emotional resonance? * How can AI-assisted data insights help consumer brands capture the real needs of the silver-haired population? ## This Episode's Guests * Shang Mu: Business and Ecological Operations Director of Tmall New Product Innovation Center * Alice He Fan: Executive Director of Consumer Goods and Big Health Consulting at Illuminera ## Glossary The "Target Group Index" (TGI) mentioned in the program is an industry indicator used to measure the preference intensity of a specific user group for a certain characteristic (such as consumption behavior, interest labels, etc.) compared to the overall user group. TGI = (Proportion of users with a certain characteristic in the target group ÷ Proportion of users with that characteristic in the overall market) × 100. TGI>100 indicates that a certain characteristic is more pronounced in the group, and the higher the value, the stronger the preference. ## Membership Community Crazy Capital has a membership community where you can meet like-minded friends and discover business partners. Every year, we hold offline events for members only in four cities: Beijing, Shanghai, Shenzhen, and Guangzhou. Small member dinners and gatherings are also held irregularly in other cities. Through face-to-face communication, you can further deepen your understanding and promote cooperation with other members. Members can also read "Crazy Capital Text Highlights," which are manually compiled and edited from the content of the Crazy Capital podcast program. They are suitable for reading habits and convenient for querying and retrieving charts, data, opinions, and conclusions mentioned in the program. Search for and follow the "Crazy Capital" service account on WeChat and send the keyword "member" to learn more and join the community. ## Business Cooperation For business cooperation, please send an email to [email protected]
Original title: 银发新势力:被低估的消费觉醒
Original description: <p>当下中国的「活力银发」一族出生于1960–1975年间,他们享受到了改革开放的完整时代红利,正处于退休前后、有房无贷、旅行自由、享受人生的理想状态。这个群体又被称为「R世代」(Generati…