Even though Generation Z has become the mainstream group in the consumer market, the corresponding elderly group is by no means vulnerable.
According to the "Rise of the Silver Economy - Online Consumption Report of Elderly Users in 2021" released by JD.com, the silver-haired people are an important growth driver of the consumer market, and the online shopping sales of silver-haired Buy email list people in the first three quarters of 2021 increased by 4.8 times year-on-year. According to QuestMobile statistics, during the 2020 Double Eleven, mobile phone Taobao, JD.com, Suning.com and other comprehensive e-commerce companies, users over the age of 46 increased by more than 13%.
On major e-commerce platforms, reading glasses and black hair dye have become hot-selling products.
The "buy, buy, buy" of the elderly has made a group of merchants, and the brands such as Foot Life and Power Step, which are deeply involved in the sub-category of elderly shoes, have become rich overnight. In 2018, the 6-year-old Foot Life achieved a single-day sales of over 100 million yuan on the "Double Eleven" e-commerce festival, ranking first in the men's shoe category, with an annual revenue of 3 billion to 4 billion in 2020.
The vast commercial space has prompted more players to enter the game. "The Rise of the Silver Economy - Online Consumption Report of Elderly Users in 2021" shows that in the first three quarters of 2021, elderly health services, clothing for the elderly and other commodities have increased by more than 10 times. The aging electronic product market has also gained momentum, and many brands have launched products such as mobile phones and computers for the elderly.
In order to win more elderly users, a large number of merchants have started second-class e-commerce marketing. They put information flow advertisements on portal websites such as Tencent and NetEase, as well as short video platforms such as Douyin and Kuaishou, so that users are constantly being "Amway" when viewing news and short videos.