Seniors “Shopping” Double 11

Burning Dimension (ID: chaintruth) Original

Author丨Xie Zhongxiu Ma Shuye

Editor丨Xie Zhongxiu

Halfway through Double 11, young people have lost interest. “Double 11 this year, I bought the mask and cat litter I was looking forward to in the live broadcast room on the evening of the 31st, and I never opened Taobao again after that,” said a post-90s user.

But the silver-haired family bought it in full swing. “This year’s Double 11, I bought more things than my daughter.” 75-year-old Aunt Zhang said to Randiyuan. Since five years ago, Aunt Zhang learned about Double 11 in her daughter’s circle of friends. With her daughter’s hands-on teaching, Aunt Zhang has now become an online shopping expert in the community.

And in line with the general trend of live broadcast e-commerce, the “battlefield” of silver-haired online shopping has also extended to the live broadcast room.

This year’s Double 11, Auntie Zhang prepared a strategy early. From the pre-sale on October 24th to the spot on November 11th, Li Jiaqi’s live broadcast room has to stay in the whole process to grab the goods.

“The double 11 live broadcast room is really too great.” On Aunt Zhang’s notebook, he neatly recorded the live broadcast time of the constant temperature shower, dishwasher, and air fryer in Li Jiaqi’s live broadcast room. “A double-door refrigerator only It sold for 1,899 yuan, which was even 200 yuan lower than last year’s Double 11.”

In addition to Aunt Zhang, Yuan Yun, who is 60 years old this year, is also squatting in the double 11 live broadcast room, but Yuan Yun’s “main battlefield” is on a short video platform.

During the Double 11 period, on October 26, Yuanyun, who usually sleeps at 10 pm, first squatted in a live broadcast room until 0 am, and grabbed an ultra-low price freezer of 999 yuan with only 1,000 orders. After the order was successfully placed, Yuanyun Yun couldn’t help but post a screenshot to the family group to show off a little.

Then, before there was time to rest, Yuan Yun hurried to the next live broadcast room and stayed until 1:00 in the morning, killing a gas stove of more than 1,300 yuan.

The silver-haired family has become a consumer force that cannot be ignored. According to the results of the seventh national census, by the end of 2021, my country’s population aged 60 and above will be 267 million, accounting for 18.7% of the total population.

The deepening aging degree also means a huge silver-haired economic market. According to the “Report on the Development of China’s Aging Industry” released by the National Working Committee on Aging, the consumption potential of China’s elderly population will increase to about 106 trillion yuan by 2050.

The data provided by Ali to Ranjiyuan also pointed out that during the Double 11 in 2020, Ali released the “Digital Life Report for the Elderly”, which showed that the three-year compound growth rate of online consumption of silver-haired users has reached 20.9%, and the consumption of the elderly has reached 20.9%. With an unstoppable strong growth rate, consumers are leaping to become a new consumer force second only to “Generation Z”.

But for the silver-haired family, there are still many difficulties in order to achieve smooth shopping on the “young” online shopping platform.

“The biggest problem is the inconvenience of communicating with customer service.” Yuan Yun told Ran Dimension that she is not used to typing every day, and she speaks the dialect of her hometown. Many customer service staff did not understand the dialect at all, and made a lot of oolongs.

In addition, “good to buy, not easy to return” is also a problem. Jiajia, who was born in 1995, said, “They don’t know where to return it.” Even if it’s not suitable, they can only stay. shopping mall.

In this regard, Ranjiyuan also noticed that many online shopping platforms have undergone aging transformation. For example, on the eve of Double 11, Taobao and Tmall announced the upgrade of the elder version, providing exclusive human customer service for elder users, which can provide services such as helping users protect their rights and refunding customers on behalf of customers. In addition, in the past two years, platforms such as JD.com, Pinduoduo, and Suning.com have also provided an elder mode with larger fonts, simpler interface, and more convenient operation on the APP.

However, these age-appropriate modifications appear to have limitations. “Does Taobao have an elderly version? I don’t know.” Yuan Yun said. Moreover, the silver-haired family does not have a high degree of recognition of the elderly version of the APP. “The elderly version of the APP is easy to be pushed for advertisements, so it is better to use the ordinary version.”

“For the platform, aging should not be just about font amplification and sound methods, but should be based on the simplification of registration and transaction processes. How to further reduce the cumbersome steps is the next issue that the platform side should think about.” Analysys analyzes the brand retail industry Senior consultant Chen Tao said to Ranjiyuan.

The silver-haired economy is on the rise, and to eat this part of the cake, each platform needs to make more targeted measures and improvements to meet the needs of the elderly.

Keep zero point, squat to kill

seniors having fun

More and more silver-haired people are addicted to online shopping.

On Double 11 the previous year, her daughter “forcibly” ordered an automatic washing machine for her family, which made Yuan Yun, who did not trust the quality of online shopping, angry and had a big fight with her daughter.

But when the washing machine was delivered to the front, it turned into a “real fragrance scene” in seconds. “For a washing machine of the same brand, placing an order on Double 11 is more than 1,000 yuan cheaper than buying it directly at an offline store.” In addition, offline stores have to hire people to install them on their own, but after placing an order online, a master will come and install them for free. This experience made Yuanyun Open the door to a new world of online shopping.

This year’s Double 11, young people may have little interest. For example, many friends around Randiyuan said that they did not have much enthusiasm for shopping. They just placed an order for what they needed, and then they paid no attention. At the same time, the amount spent was about 1,000 yuan.

But the enthusiasm of the elderly for Double 11 is high. Aunt Zhang, who has been shopping online for five years, has a clear idea of ​​what is worth buying on Double 11. “Double 11 is suitable for stocking household items, such as paper towels and laundry detergent.” Not only is the price much cheaper than buying directly from offline supermarkets, but it can also be delivered Door to door, save money and effort.

This year’s Double 11, Aunt Zhang’s shopping focus is on home appliances and home improvement. Because after watching all kinds of house renovation videos on social platforms this year, Aunt Zhang was also “planted” and came up with the idea of ​​”renovating” the old house, and prepared a budget of 50,000 yuan to purchase it on Double 11.

Wang Jing, who pays attention to health preservation, has a big task for Double 11 this year, which is to buy calcium tablets for his family and neighbors. To this end, he has specially studied the benefits of the live broadcast room of the long-term health care brand. In addition to the general discount coupons of 300-50 yuan, many brands have launched the activities of charging 500 yuan for 50 yuan, and charging 1,000 yuan for 100 yuan. You can grab a store coupon of 100 yuan off 999 yuan.

Wang Jing, a retired accountant, calculated an account. If he and his neighbors use the new Taobao account to register as a brand member, they can receive more double 11 coupons, plus the full discount of the order that can be obtained by forwarding and sharing the store link. With coupons and discounts, the price of a single set of liquid calcium tablets (400 tablets) of a certain brand can be as low as about 135 yuan, which is much cheaper than the average price of 160-180 yuan in offline stores.

The live broadcast room has also become an important position for the silver-haired family to grab good goods. “I grabbed 10 knitted coasters for 9.9 yuan and lace curtains for 39 yuan in the live broadcast room.” Aunt Zhang proudly said, “Not only are there not as many colors as there are in the live broadcast room, but the price is more than double the price.”

After accepting online shopping, Yuanyun also became fascinated by the short video platform, and in addition to the short video, he would go to the live broadcast room to order some food for food. A lot of money, “Last year, I bought at least 500-600 yuan online every month.” Yuan Yun said.

This year’s Double 11, starting from October 23, many live broadcast rooms have begun to build momentum for home appliance brands. Compared with “Buddhist shopping”, Yuan Yun was excited early to announce that his daughter would not participate in Double 11 this year, and finally Aiming at the spike activity in the two live broadcast rooms, I am ready to stay up late to grab the goods.

For Aunt Zhang, the anchor in the live broadcast room will explain each product carefully, and with the trial experience, Aunt Zhang has a “visible” sense of solidity. After retirement, she has a lot of rest time, and she also likes to watch it. Watch live to pass the time.

Wang Jing said that the reason for choosing to stay in the live broadcast room to place an order is because the live broadcast room often draws red envelopes on the spot when shopping for a certain amount, and also draws juice cups, shoulder and neck massagers, etc. In the end, only on October 31st One day, Wang Jing alone placed an order for health care products of about 5,000 yuan in the live broadcast room.

“It’s getting better and better.” Wang Jing said with a smile that in mid-November, he plans to squat in the live broadcast room to kill down jackets in seconds. Obviously, this Double 11, the silver-haired family is more enthusiastic than the young people.

Online shopping platforms are all over the elderly

The silver-haired family and the silver-haired economy have become one of the focuses of the market in recent years.

According to the 49th Statistical Report on Internet Development in China, as of December 2021, the number of netizens aged 60 and above in my country reached 119 million, and the Internet penetration rate of the population aged 60 and above reached 43.2%. At the same time, netizens aged 60 and above used The proportion of mobile Internet access reached 99.5%, which is basically the same as the proportion of Internet users as a whole.

In terms of online time, the “QuestMobile 2022 Silver Economic Insight Report” pointed out that in August 2022, the monthly active users of silver users reached 297 million, a year-on-year increase of 12.5%, and the monthly per capita usage time was 121.6 hours, an increase of 8.6% year-on-year, and the growth rate was significantly higher. on the average level of the entire network.

Ran Dimension has also mentioned the activeness of the elderly on the Internet in many articles such as “The Internet is full of elderly people”, “Middle-aged and elderly people “capture” Xiaohongshu” and other articles.

Behind the active elderly Internet users, their consumption strength is more concerned by various platforms. According to the “QuestMobile 2022 Silver Economic Insight Report”, as of August 2022, the number of active users of silver-haired people with online spending power of more than 1,000 yuan and medium-to-high consumption willingness was 198 million and 205 million, respectively, a year-on-year increase of 10.6% and 10.2%.

In October 2022, the JD Consumer and Industrial Development Research Institute continued to release the “2022 “Silver-haired” Consumption Trend Report” and affirmed the market growth of “silver-haired”. According to the report, the transaction of “silver-haired” on the platform in 2022 The order volume is three times that of 2018, the number of shopping users is 1.8 times that of 2018, and the per capita transaction volume has also increased to 1.7 times that of 2018.

“My grandfather is almost 80 years old this year. We bought him a new smartphone about five years ago, and it was at that time that he became obsessed with online shopping and has been using it to this day. My mother, who used to despise online shopping, press She said it was an ‘urban woman who enjoys the shopping scene’, but now she also loves buying agricultural products in the live broadcast room.” said Zhizhi, a post-90s generation.

“The current situation of online shopping in my family can be described as: 30-year-old (me) is ‘laying down’, 50-year-old (my father and my mother) are shopping, and 80-year-old (my grandfather) is collecting (buying Wenwan) .” Zhizhi said, “We have a group in our family. My father Xiu Xianyu bought good things. My mother sent Pinduoduo and Taobao. I just kept posting emojis.”

It’s not just the number of elderly people who shop online, but the online shopping behavior of the elderly is also changing. Compared with the previous shopping area, which was dominated by Pinduoduo, the shopping area of ​​the silver-haired family has now “fully bloomed” on multiple platforms, and they are also having a lot of fun in the live broadcast room. Moreover, compared with the past “calling children to help with online shopping”, more and more elderly people are now enjoying the fun of online shopping in person.

In terms of shopping categories, the shopping carts of the elderly not only include clothing, health care products, and agricultural products that are more in line with the “elderly” label, but their shopping carts are also in Vientiane.

At the press conference for the 2022 Tmall Double 11 Global Carnival Season on October 24th, Blizzard, President of Alibaba’s domestic digital business segment Taobao Tmall Industry Development and Operation Center, disclosed that the shopping carts of silver-haired people have changed from the original daily necessities. The category has moved to more improved categories such as mobile phones, playbooks, collections, nourishing, and smart products.

“This year’s 618, the proportion of sports outdoor silver-haired people buying UV (independent visitors) has reached a new high, and it is also the fastest growing group in the sports outdoor industry.” Ali told Randiyuan, for example, the camping brand explorer said that last autumn and winter camping just broke out At the time, the influx of young people was obvious. This spring and summer, it was obvious from the crowd data that the volume of family camping was increasing.

Only the growth of the silver-haired economy also has regional differences. The “2022 “Silver-haired” Consumption Trend Report” concluded that from the perspective of online shopping penetration and per capita consumption, the “silver-haired” online markets in Beijing, Tianjin, Shanghai and other places The penetration and per capita consumption amount are both high. The online per capita consumption amount of “silver-haired people” in Zhejiang, Jiangsu, Guangdong and other places is higher, while the online market penetration and per capita consumption amount of “silver-haired people” in Yunnan, Guizhou, Anhui and other places are lower.

It is not easy to place an order, and it is even more difficult to protect rights

With the growth of the silver-haired economy and the elderly shopping online, some problems have also been exposed.

Recently, the China Consumers Association released an analysis of complaints received in the third quarter, saying that there are many unscrupulous merchants using Internet short video advertisements, web page insertion advertisements to sell “three no products”, or “routines” in live broadcast rooms for elderly consumers. It is often difficult for people to protect their own rights after being deceived.

In 2021, according to China Business Daily’s survey data on online shopping for the elderly, among 1,671 respondents, 84% of the elderly will shop online, but 39% of them have experienced cheating when shopping online. 22% chose to “suffer” after discovering that they were deceived.

Lack of literacy, poor typing, and daily habit of communicating in dialects also make the elderly have constant problems when shopping on online shopping platforms.

The above-mentioned “Elderly Digital Life Report” released by Ali pointed out that the proportion of elderly people who choose to give up online shopping when they encounter problems is as high as 50%. The main reason for giving up is that the online shopping process is too complicated or the operation convenience is not enough.

Before the sale, it is a big problem to understand the product information and communicate with the customer service. Jiajia said that in the past two years, grandparents have become fascinated with online shopping, but those who are less literate cannot read the product detail page, nor where to look in the comment area before buying, “see pictures and shop”, so that they often encounter “I wanted to buy 10 catties of apples, but the order became an early adopter of 9.9 yuan per catty”, or encountered “the color does not match, the goods are not the same version”.

The bigger problem is in the after-sale area. There are many elderly people who “do not know where to operate the return”. Zhizhi said to Randiyuan, “In recent years, grandpa has bought all kinds of strange things online, such as massagers, heating blankets, and strange so-called antique toys and decorations, all of which are big plastic. There are legendary snakeskin coats of terribly poor quality.”

“My grandfather would not return these things. Later, because it was not convenient for my grandfather to live there, the family suggested sending them to my mother’s unit, and my mother would bring them to him. If I received more express delivery from my grandfather, my mother would I was curious about why there were so many, so I opened it and looked at it, and I was shocked when I saw it, and finally I secretly refunded some to my grandfather and stopped him from shopping frantically.” Zhizhi said.

“My mother has also stepped on the pit to buy things in the live broadcast room.” Zhizhi continued, “For example, I bought some seafood of poor quality before, and clothes that were priced at 2,000 yuan but were actually only worth a few hundred yuan.”

In the past two years, in order to adapt to the elderly, each platform has also undergone certain transformations. On December 25, 2020, the Ministry of Industry and Information Technology announced that starting from January 2021, it will organize a one-year special campaign for Internet application aging and barrier-free renovation across the country, and issued the “Internet Application Aging and Barrier-Free Renovation Special Project”. Action plan”.

According to the plan, by the end of 2021, the first batch of 115 websites and 43 APPs will be retrofitted for aging and barrier-free. As a result, in the second half of 2021, platforms such as Douyin, WeChat, Weibo, Meituan, Taobao and other platforms have launched the care model, elder version or large-character concise version and other suitable models for the elderly.

In April 2022, the Ministry of Industry and Information Technology also disclosed that the first batch of 325 websites and APPs closely related to the lives of the elderly have completed aging-appropriate transformation.

However, smoothing the online shopping environment for the elderly is not just about enlarging the fonts and launching the elder model. There is a long way to go to solve such problems. Chen Tao told Ranjiyuan that preventing the elderly from being deceived in online shopping is not only the responsibility of the platform, but also should invest resources from multiple dimensions of the whole society.

Chen Tao pointed out that the target group of many fraudulent activities is not only the elderly group, but the elderly have limited access to information and are more likely to be fooled. Therefore, the platform should not only take preventive measures against the elderly, but from a larger perspective.

“For example, sorting out the list of keywords and products for live broadcasts to block them, and focusing on health care product fraud and pension fraud that often occur in the elderly, so that the overall prevention effect will be better.” Chen Tao added.

Double 11 is not over yet, and Auntie Zhang is also preparing for the follow-up home improvement, home appliances, and spot purchases. Just to make the silver-haired family happy to buy, and the after-sale service is smooth and easy, the platform needs more effort.

References:

“Silver-haired groups drive the growth of the mobile market, the rise of traffic scene-based models, and the big screen ecology become a hot spot”, source QuestMobile.

*The title image and some of the accompanying images are from Visual China.

*In the text, Yuanyun, Wang Jing, Zhizhi and Jiajia are pseudonyms.

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