From conquering all girls to taking over all parents, Li Jiaqi finally made a move towards the rich mineral of "middle-aged and elderly consumption".
On the eve of 618, MeiONE opened a "Happy Home for All Parents" live streaming room on Taobao. Li Jiaqi personally appeared with her mother to promote products, mainly selling clothing, jewelry, shoes, bags, and beauty products. The first live stream had over 1.74 million views, and the current number of fans has exceeded 400000.
Li Jiaqi and Mei ONE are just the tip of the iceberg. More and more consumer brands and Internet platforms are targeting the silver haired people: Skykee has labeled himself as an "old man's shoe" and a "must for parents". Nike has invited the 86 year old triathlon player Sister Madonna Buder to shoot advertisements. Taobao has joined hands with the China Foundation for the Development of Aged Undertakings to launch the "Old Babies Go New" public welfare plan, and Little Red Book has released the "Master Milk Version User Manual"
Where the opportunity lies, the brand's attention lies. The marketing enthusiasm of brands towards the elderly population makes people curious about the magic of the elderly market? What is the difference in marketing for the elderly from channels, content to conversion retention? How can brands seize the "dividend" of the silver economy?
There are specialized channels for the elderly:
KTV has emerged as a rising force, but broadcast audio remains timeless
Young people are pursuing the "poor ghost package", while the elderly are becoming "increasingly wealthy" - the cumulative total wealth and average savings of the elderly in China have reached 78.4 trillion yuan and 263900 yuan respectively, and it is expected that the proportion of elderly consumption GDP will reach 10% by 2035... The consumption power of the silver haired population far exceeds imagination.
At the same time, the consumption concept of the elderly has become more positive, not only willing to spend for their families, but also happy to "enjoy themselves". In addition to regular elderly consumption such as health products, medical equipment, and home services, cosmetics also have a place. According to a report by iMedia Consulting, 92% of elderly people have the habit of using skincare and cosmetics, and prefer international brands such as Lanc ô me, Est é e Lauder, and Shiseido. Especially in the first tier cities such as Beijing, Shanghai, Guangzhou and Shenzhen, according to the data of AgeClub, the consumption price of basic skin care products for the elderly in Beijing is 100-500 yuan, and that of essence products is more than 1000 yuan.
The potential is huge and increasingly crowded, so major brands naturally need to increase their marketing efforts and please elderly consumers - the first step is to find the right channels.