China is one of the fastest ageing countries on the planet. It faces huge challenges as a result. But there are also business opportunities for the wise. This presentation outlines the market potential, why ageing China is different from other 'ageing' societies and deserves a different approach to business opportunities arising. Also some tips on how to market to the ageing consumer in China.

1. Profit from the Power of the 50+ Market
(excerpt)
Kim Walker
9 April, 2014
Beijing
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2. WHY China?
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3. 2010 - 2020
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6%
-2%
44%
0 - 14 15 - 59 60+
+44%
Source: Silver, United Nations World Population Prospects
fastest growing
segment
China’s population

4. ageing China
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12.4
16.9
23.8
2010 2020 2030
Source: Silver, United Nations World Population Prospects
China
% population 60 years +
24%

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6. © Silver Group
Source: Silver, United Nations World Population Prospects
oldies rising
12.4
23.8
30.7
37.5
21.9
28.9
18.6
25.9
0
10
20
30
40
2010 2020 2030
China
N. America
Europe
Japan
% pop 60+

7. © Silver Group

8. China is bigger
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49%
6%
30%
15%
China
N. America
Europe
Japan
345,613,000
people 60+
Source: Silver, United Nations World Population Prospects
60+ in 2030 = 708,316,000

9. getting old before getting rich
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Per capita GDP 2012
Source: World Bank
China $6,091
USA $51,749

10. different spending priorities
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-30 -20 -10 0 10 20
Alcohol + tobacco
Clothing
Communications
Education
Food and drinks
Healthcare
Hotels
Household goods
Housing
Leisure
Misc
Transport
Percentage change of expenditure of 60+ relative to 20-59 (2010)
Source: Euromonitor

11. the government is taking action
• Average retirement age around 60. Education disparity
negates raising of retirement age to keep older workers in the
workforce
• Urbanization likely to increase the density of older people in
rural areas - Elderly Rights Law – July 2013
• $208 billion stimulus to pensions and basic healthcare - 2009
• ‘health reform program’ - a foundation for universal health
care access by 2020
• Listed senior housing as ‘encouraged’ in its 2011 catalogue for
guiding foreign investment
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13. © Silver Group
China Times Feb 6, 2014

14. ‘age-silo’ market opportunities
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17. “China's domestic efforts are helping
drop the price of solar at an astonishing
pace -- something that everyone in the
solar industry wants. But it's also making it
extraordinarily difficult for American solar
manufacturers to compete”.
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The Guardian 2011
China became the biggest solar market in 2013

18. © Silver Group
0 to $11 billion in 10 years

19. © Silver Group
• produced in bulk
• utility pricing
• often low-tech

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AGE
GENDER
WEALTH
LIFESTYLE
SEXUALITY
EDUCATION
ETHNICITY
INCOME

22. ageing body
ageing mind
ageing senses
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23. physiological ageing
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24. China 4 – 2 - 1
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Market to older consumers via their adult children

25. main users of functional milk in
China = 50 years and older
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0 ~ 50
51 ~ 65
Mengniu HuanQing

26. OUR SERVICES
Workshops
• Insightful, interactive, fun and actionable workshops that help teams understand the
opportunities and challenges of older customers
• Sessions ranging from ½ day introductions to 2-day immersion and ideation
programmes
Age-Friendly audit
• Using unique tools to evaluate your entire customer journey through the prism of
ageing.
• Enables businesses to identify and remove the barriers between them and their older
customers
Research and strategy
• Applying research, insights and ideas to devise unique strategies that create a
sustainable competitive edge with the ageing consumer
Speaking
• Kim Walker is one of the few global authorities on this subject. A TED speaker and co-
author of a definitive book on the subject, his lively delivery entertains and informs. His
internationally awarded keynotes cover a range of related topics.
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27. SOME OF OUR CLIENTS
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28. Email: kim@silvergroup.asia
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