{"id":9019,"date":"2021-11-24T07:30:38","date_gmt":"2021-11-24T07:30:38","guid":{"rendered":"https:\/\/focus.cbbc.org\/?p=9019"},"modified":"2025-04-23T09:48:27","modified_gmt":"2025-04-23T09:48:27","slug":"why-you-should-consider-targeting-the-elderly-market-in-china","status":"publish","type":"post","link":"https:\/\/focus.cbbc.org\/why-you-should-consider-targeting-the-elderly-market-in-china\/","title":{"rendered":"Why you should consider targeting the elderly market in China"},"content":{"rendered":"<h2 class=\"p1\"><span class=\"s1\">From Alibaba and WeChat to Beike, Chinese companies are starting to actively target the elderly market in China<\/span> \u2013 and it&#8217;s big. As Miranda Yuan from <a href=\"https:\/\/daoinsights.com\/\" target=\"_blank\" rel=\"noopener\">Dao Insights<\/a> argues, brands that understand the problems facing older people and offer effective solutions to them will have a major advantage going forward<\/h2>\n<p class=\"p1\"><span class=\"s1\">While technology offers a window to the outside world for younger digital natives, older people are often locked out of the most convenient solutions. <\/span><span class=\"s1\">The pandemic has only widened and deepened this gap because of the necessity for remote and virtual communication. This is even truer in China, where a QR code known as a Health Code has been mandatory for entry <span class=\"s2\">since last February,<\/span> acting as a digital \u201cticket\u201d for anything from entering a shop to inter-city travel.<\/span><\/p>\n<p><a href=\"\/lp-cta-gateway\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"aligncenter wp-image-7246 size-full\" src=\"https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-gateway.png\" alt=\"launchpad gateway\" width=\"4680\" height=\"786\" srcset=\"https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-gateway.png 4680w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-gateway-300x50.png 300w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-gateway-1024x172.png 1024w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-gateway-768x129.png 768w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-gateway-1536x258.png 1536w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-gateway-2048x344.png 2048w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-gateway-1920x322.png 1920w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-gateway-1170x197.png 1170w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-gateway-585x98.png 585w\" sizes=\"(max-width: 4680px) 100vw, 4680px\" \/><\/a><\/p>\n<p class=\"p1\"><span class=\"s1\">During national lockdowns, older people reported feeling disconnected and alienated. As a result,<\/span><span class=\"s3\"> t<span class=\"s4\">he Chinese government has pointed out the need<\/span><\/span><span class=\"s1\"> to make the online environment more inclusive and <span class=\"s2\">directed companies to develop websites and apps that are more \u201celderly-friendly\u201d<\/span><\/span><span class=\"s1\"> in order to better serve elder users. <\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">In response to Beijing\u2019s call for development, companies are gearing up to make changes to welcome their elder consumers online. The team at <a href=\"https:\/\/daoinsights.com\/\"><span class=\"s2\">Dao Insights<\/span><\/a> looks at three solutions created by three Chinese brands to show how they have helped older consumers settle into the digital world.<\/span><\/p>\n<div style=\"clear:both; margin-top:2em; margin-bottom:2em;\"><a href=\"https:\/\/focus.cbbc.org\/elderly-care\/\" target=\"_self\" rel=\"dofollow\" class=\"u5cfe768461675101f3a3c4e9a0109ab5\"><style> .u5cfe768461675101f3a3c4e9a0109ab5 { padding:0px; margin: 0; padding-top:1em!important; padding-bottom:1em!important; width:100%; display: block; font-weight:bold; background-color:#eaeaea; border:0!important; border-left:4px solid #E74C3C!important; box-shadow: 0 1px 2px rgba(0, 0, 0, 0.17); -moz-box-shadow: 0 1px 2px rgba(0, 0, 0, 0.17); -o-box-shadow: 0 1px 2px rgba(0, 0, 0, 0.17); -webkit-box-shadow: 0 1px 2px rgba(0, 0, 0, 0.17); text-decoration:none; } .u5cfe768461675101f3a3c4e9a0109ab5:active, .u5cfe768461675101f3a3c4e9a0109ab5:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; text-decoration:none; } .u5cfe768461675101f3a3c4e9a0109ab5 { transition: background-color 250ms; webkit-transition: background-color 250ms; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; } .u5cfe768461675101f3a3c4e9a0109ab5 .ctaText { font-weight:bold; color:#E74C3C; text-decoration:none; font-size: 16px; } .u5cfe768461675101f3a3c4e9a0109ab5 .postTitle { color:#000000; text-decoration: underline!important; font-size: 16px; } .u5cfe768461675101f3a3c4e9a0109ab5:hover .postTitle { text-decoration: underline!important; } <\/style><div style=\"padding-left:1em; padding-right:1em;\"><span class=\"ctaText\">Read Also<\/span>&nbsp; <span class=\"postTitle\">China's growing elderly care sector<\/span><\/div><\/a><\/div>\n<h4 class=\"p1\"><span class=\"s1\">WeChat launches \u201cEasy Mode\u201d for older users<\/span><\/h4>\n<p class=\"p1\"><span class=\"s1\">Tencent\u2019s WeChat, digital home to <span class=\"s2\">tens of millions of users<\/span> aged between 55 and 70, has become the main communication platform for 98.5% of older adults. This has pushed WeChat to create more functions for older people. <\/span><span class=\"s1\">In September 2021, the platform rolled out <span class=\"s2\">\u201cEasy Mode,\u201d<\/span> with three main functions benefiting older people: larger fonts, bigger buttons and sharper colours. <\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">WeChat has also gone beyond visual aids and optimised the s<\/span><span class=\"s1\">ervices considered to be most relevant to the <a href=\"https:\/\/focus.cbbc.org\/2020-china-census-reports-slowing-population-growth\/\" target=\"_blank\" rel=\"noopener\">ageing population<\/a>, focusing on tools such as the Health Code, online payment of utility bills, real-time bus tracking and online hospital appointments. All these features are integrated into the platform and presented through a simple and clear layout, utilising the new visual aids to make life more intuitive for the least tech-savvy. <\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">So far,<\/span><span class=\"s5\"> <span class=\"s1\">as of October 2021, <\/span><span class=\"s6\">over four million people<\/span><\/span><span class=\"s1\"> have switched to the new mode, highlighting the helpful nature of these new features for the older generation, whilst keeping WeChat popular and accessible amongst its users.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-9036\" src=\"https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/11\/Gaode-Map.png\" alt=\"\" width=\"1000\" height=\"666\" srcset=\"https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/11\/Gaode-Map.png 1000w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/11\/Gaode-Map-300x200.png 300w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/11\/Gaode-Map-768x511.png 768w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/11\/Gaode-Map-585x390.png 585w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/11\/Gaode-Map-263x175.png 263w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/p>\n<h4 class=\"p1\"><span class=\"s1\">Alibaba\u2019s Gaode Map rolls out \u201cSenior Mode\u201d for car-hailing service<\/span><\/h4>\n<p class=\"p1\"><span class=\"s1\">Tencent\u2019s rival, <a href=\"https:\/\/focus.cbbc.org\/the-latest-on-chinas-anti-trust-crackdown\/\" target=\"_blank\" rel=\"noopener\">Alibaba<\/a>, has also been adapting its products to cater to older people. While changes have been made to its <span class=\"s2\">e-commerce platform Taobao<\/span>\u00a0and online payment service <span class=\"s2\">Alipay<\/span>, a \u201cSenior Mode\u201d feature has also been launched on its <a href=\"https:\/\/focus.cbbc.org\/what-is-happening-to-didi-in-china\/\" target=\"_blank\" rel=\"noopener\">car-hailing service<\/a><span class=\"Apple-converted-space\">\u00a0<\/span><span class=\"s2\">Gaode Map<\/span>.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Gaode Map has pledged to bring 10,000 \u201cHeart Stations\u201d to more than 300 cities in China within the next five years, where a smart QR code will take users directly to the \u201cSenior Mode\u201d page on its app. This QR system means that trips can be booked with just a simple scan, making another form of digital consumerism inclusive to older people.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">The app can auto-locate where the code has been scanned, communicating the information directly to the driver. The app also has a journey tracker for the family members of older passengers, adding an extra safety measure. Once a ride has been hailed, updates will be sent through the in-app mini programme and via messages.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">More than <span class=\"s2\">15 million rides have been booked<\/span>\u00a0since <span class=\"s2\">the launch of the new mode<\/span> in February 2021, assisting over 6.6 million older people to get around and simultaneously adding additional revenue for Gaode Map.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-9035\" src=\"https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/11\/Beike.jpeg\" alt=\"\" width=\"1000\" height=\"691\" srcset=\"https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/11\/Beike.jpeg 1000w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/11\/Beike-300x207.jpeg 300w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/11\/Beike-768x531.jpeg 768w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/11\/Beike-585x404.jpeg 585w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/p>\n<h4 class=\"p1\"><span class=\"s1\">Housing agency Beike offers technology education for older adults<\/span><\/h4>\n<p class=\"p1\"><span class=\"s1\">While Tencent and Alibaba have been trying to minimise the number of processes that older people have to go through to use apps, Beike (also known at KE Holdings) has taken a different approach. As China\u2019s largest real estate platform, its strategy looks to bring changes from within \u2013 imparting useful knowledge about technology.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">On the eve of the Double Ninth Festival this year, a day when the Chinese pay their respects to their elders, Beike released a series of short documentaries entitled \u201cAgeing with Mobile Phones.\u201d <\/span><span class=\"s1\">Told through the story of a property agent volunteering to teach older people in a local residential compound, the short films are linked to the company\u2019s charitable project, \u201cLet me tell you how to use a mobile phone,\u201d where regular training and door-to-door tutorials are provided by volunteers.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">This community service also aligns with the issue that the ageing population usually choose to spend their pension years in local communities (rather than in dedicated retirement communities, for example), with 65.5% of them living alone, according to <span class=\"s2\">Beike\u2019s Research Institute<\/span>.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">So far, since it was launched in 2018, the service has covered more than 1,400 communities across 47 cities, providing over 5,000 classes tutoring more than 170,000 older people. This service not only increases the tech skills of older people in a wider sense, but also creates a positive image of Beike, particularly with the demographic who typically owns real estate.<\/span><\/p>\n<div style=\"clear:both; margin-top:2em; margin-bottom:2em;\"><a href=\"https:\/\/focus.cbbc.org\/chinas-ageing-population-problem\/\" target=\"_self\" rel=\"dofollow\" class=\"u472ff6da90c03c5f4a31a41125fa2698\"><style> .u472ff6da90c03c5f4a31a41125fa2698 { padding:0px; margin: 0; padding-top:1em!important; padding-bottom:1em!important; width:100%; display: block; font-weight:bold; background-color:#eaeaea; border:0!important; border-left:4px solid #E74C3C!important; box-shadow: 0 1px 2px rgba(0, 0, 0, 0.17); -moz-box-shadow: 0 1px 2px rgba(0, 0, 0, 0.17); -o-box-shadow: 0 1px 2px rgba(0, 0, 0, 0.17); -webkit-box-shadow: 0 1px 2px rgba(0, 0, 0, 0.17); text-decoration:none; } .u472ff6da90c03c5f4a31a41125fa2698:active, .u472ff6da90c03c5f4a31a41125fa2698:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; text-decoration:none; } .u472ff6da90c03c5f4a31a41125fa2698 { transition: background-color 250ms; webkit-transition: background-color 250ms; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; } .u472ff6da90c03c5f4a31a41125fa2698 .ctaText { font-weight:bold; color:#E74C3C; text-decoration:none; font-size: 16px; } .u472ff6da90c03c5f4a31a41125fa2698 .postTitle { color:#000000; text-decoration: underline!important; font-size: 16px; } .u472ff6da90c03c5f4a31a41125fa2698:hover .postTitle { text-decoration: underline!important; } <\/style><div style=\"padding-left:1em; padding-right:1em;\"><span class=\"ctaText\">Read Also<\/span>&nbsp; <span class=\"postTitle\">Can good design solve China's ageing population problem?<\/span><\/div><\/a><\/div>\n<h4 class=\"p1\"><span class=\"s1\">Targeting older people by listening to their needs<\/span><\/h4>\n<p class=\"p2\"><span class=\"s1\">With more older people in China venturing into cyberspace, willingly or not, there are a lot of potential avenues for brands to explore. Companies that would like to tap into the market of less tech-savvy older people will need to learn how to identify the technological needs of the generation. Understanding the challenges facing this group, and ultimately providing convenient solutions, is key to accessing a larger market.<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-large wp-image-10171\" src=\"https:\/\/focus.cbbc.org\/wp-content\/uploads\/2022\/04\/China-Consumer-2022-banner-1024x345.png\" alt=\"\" width=\"1024\" height=\"345\" srcset=\"https:\/\/focus.cbbc.org\/wp-content\/uploads\/2022\/04\/China-Consumer-2022-banner-1024x345.png 1024w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2022\/04\/China-Consumer-2022-banner-300x101.png 300w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2022\/04\/China-Consumer-2022-banner-768x259.png 768w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2022\/04\/China-Consumer-2022-banner-1536x518.png 1536w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2022\/04\/China-Consumer-2022-banner-1920x648.png 1920w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2022\/04\/China-Consumer-2022-banner-1170x395.png 1170w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2022\/04\/China-Consumer-2022-banner-585x197.png 585w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2022\/04\/China-Consumer-2022-banner.png 1974w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<h4 style=\"text-align: center;\"><strong>Get the latest insights on China\u2019s consumers with CBBC\u2019s\u00a0China Consumer 2022\u00a0flagship event which will take place in London as well as online on 28<sup>th<\/sup>\u00a0and 30<sup>th<\/sup>\u00a0June<\/strong>.\u00a0<b><a title=\"https:\/\/www.cbbc.org\/china-consumer-2022\" href=\"https:\/\/www.cbbc.org\/china-consumer-2022\" target=\"_blank\" rel=\"noopener\" data-saferedirecturl=\"https:\/\/www.google.com\/url?q=https:\/\/www.cbbc.org\/china-consumer-2022&amp;source=gmail&amp;ust=1651769697568000&amp;usg=AOvVaw0L_nKPUFas0om19q4Hmsi3\">Learn more and register here<\/a>.<\/b><\/h4>\n<p><a href=\"\/lp-cta-membership1\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"aligncenter wp-image-7248 size-full\" src=\"https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-membership1.png\" alt=\"\" width=\"4680\" height=\"786\" srcset=\"https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-membership1.png 4680w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-membership1-300x50.png 300w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-membership1-1024x172.png 1024w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-membership1-768x129.png 768w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-membership1-1536x258.png 1536w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-membership1-2048x344.png 2048w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-membership1-1920x322.png 1920w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-membership1-1170x197.png 1170w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-membership1-585x98.png 585w\" sizes=\"(max-width: 4680px) 100vw, 4680px\" \/><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>From Alibaba and WeChat to Beike, Chinese companies are starting to actively target the elderly market in China \u2013 and it&#8217;s big. As Miranda Yuan from Dao Insights argues, brands that understand the problems facing older people and offer effective solutions to them will have a major advantage going forward While technology offers a window to the outside world for younger digital natives, older people are often locked out of&hellip;<\/p>\n","protected":false},"author":30,"featured_media":9037,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_lmt_disableupdate":"","_lmt_disable":"","footnotes":""},"categories":[123],"tags":[340,194,2153,293,2154,2427],"class_list":["post-9019","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-consumer","tag-branding","tag-elderly-care","tag-elderly-people","tag-marketing","tag-older-adults","tag-paywall"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Why you should consider targeting the elderly market in China - 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