每日免费获取报告1、每日微信群内分享 7+最新重磅报告；2、每日分享当日 华尔街日报 、金融时报；3、每周分享 经济学人4、 行研 报告均为公开 版，权利 归原作者所有 ， 起点财经仅分发 做 内部学习 。扫一扫二维码关注公号回复 ： 研究报告加入“起点财经”微信 群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POPULATION AGEING IS WIDESPREAD ACROSS THE WORLD. THE AGED POPULATION IS CURRENTLY AT ITS HIGHEST LEVEL IN HUMAN HISTORY. UNITED NATIONS23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。WHAT ABOUT CHINA?DID YOU KNOW THAT PEOPLE AGED OVER 60 YEARS OLD ACCOUNT FOR NEARLY 1/5TH OF THE CURRENT TOTAL POPULATION, AND THE NUMBER IS ANTICIPATED TO EXCEED 1/3RD IN THE NEXT THREE DECADES?4我们在“预见”的老龄社会 ，已经 “遇见”了。FOR CHINA THE IMPACT OF AGEING SOCIETY IS ALREADY HERE.A BRIEF LOOK AT HOW CHINA IS AGEING 中国正在如何变“老”250 millionTHE SPEED IS FASTSince entering the ageing society era in 1999, the ageing speed of the Chinese population has kept increasing. China is now the 2ndfastest ageing country after Japan.THE LIFE EXPECTANCY INCREASESIn 2017, the number of people aged 80+ y/o in China reached 26 million, and is estimated to increase to 120 million by 2050. 80+ y/o is the fastest growing age group within the seniors.THE SCALE IS ENORMOUSBy 2018, there were close to 250 million people aged 60+ y/o in China, accounting for 18% of the population, and over 160 million people aged 65+ y/o, accounting for 12% of the population.THE STRUCTURE IS STABLEAgeing population is predicted to peak at 35% of the total population around 2050, and maintain at around 33% over the long term. 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: National Bureau of Statistics of China 根据中国国家统计局数据整理5HOWEVER, IS CHINAS POPULATION REALLY GROWING “OLD”?THE SENIORS SAY “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。The perceived extension of middle age signifies a redefinition of “old”As the boundary between middle age and old age becomes increasingly blurred, middle age lengthens, and the psychological perception of “growing old“ sets in later.Seniors not only live the length of life, but they also live the breadth of itWith a new lease on life, seniors explore the possibilities of life more freely and with more courage than ever before. The potential of the ageing population is already apparent and “vitality“ doesnt begin to describe their mindset.但人们真的在变“老”吗 ?中国的“老龄化”群体 认为并非如此67PSYCHOLOGICALLY, SENIORS REFUSE TO AGE.THEY REFUSE TO BE DEFINED OR RESTRICTED BY THE TRADITIONAL VIEW OF AN “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 。 Despite the great potential of the ageing market, younger generations are still the main focus for most brands at the moment, while knowledge and understanding of seniors remain limited and shallow. Apart from their economic value, the needs of seniors truly deserve our attention as they created what we have today. Moving forward, we shall think about how we can create a better tomorrow, for them, and also for ourselves. At Wavemaker, we are eager to understand the “current” and “future” senior consumers in China, to portray the true and stereotype-free image of the ageing population. Thus, we are confident to work out how to best reach them, connect with them, and achieve a win-win scenario to not only create a better life for seniors, but also drive growth for our clients with this increasingly important consumer group. 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。WHY ARE WE PAYING ATTENTION TO THE AGEING POPULATION?我们为什么关注老龄化人口8There is great social and commercial significance associated with our ageing society. As the largest media group in the world, our mission involves supporting the growth and evolution of the entire industry ecosystem. We remain committed to drawing everyone's attention to the society's future as the population gets older. For the development of our industry as well as that of the wider society, it is an enormously important issue.Patrick Xu 徐俊CEO, GROUPM CHINACEO, WPP CHINA群邑 中国区首席执行官WPP中国区首席执行官Gordon Domlija 高顿CEO, WAVEMAKER CHINAPRESIDENT, WAVEMAKER ASIA-PACIFIC WAVEMAKER中国区首席执行官WAVEMAKER亚太区总裁PLEASE JOIN US TO BUILD A BETTER FUTURE TOGETHER我们呼吁您的关注，携手共建美好的未来An organization with vision needs to continuously invest into the future. At Wavemaker, we believe that only with serious focus on decoding the future will we be able to seize opportunities to grow our clients and our own business. With this valuable insight into the increasingly important role of seniors in the Chinese economy, we hope pioneers from different industries can join us to co-create a prosperous future together. The ageing population is no doubt the “Growth Opportunity for NOW” and “Growth Driver for FUTURE” with high importance to both commercial and social aspects of society. We aim to bridge our understanding of seniors into implications that fuel the strategic development of future growth plans for brands.9Christina Lu 吕宣伶CSO, WAVEMAKER CHINAWAVEMAKER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。