1、Social Media Marketing to Seniors in China 20232KAWO Marketing Executive L At KAWO,trust is really important to us.Just as we work hard to ensure our users trust the data inside our platform,weve worked hard to make sure you can trust the credibility of the information in our content.Wherever you se

2、e a S youll find the link to the source of the information we used for a specific stat or insight.If you think we got something wrong,please let us know at .SFor more good stuff like this,click on the button to subscribe KAWOs newsletterContentsIntroduction 02.P A R T O N E Seniors in China 03.Evolu

3、tion of a Generation 04.P A R T T W O Seniors on Social 05.Douyin&Kuaishou 06.Move Free Case Study 07.WeChat Channels 08.Poise Case Study 09.WeChat Ecosystem vs Dou Kuai 10.Little Red Book 11.Bilibili 12.P A R T T H R E E About KAWO 13.2JimakosDiscover the hidden market opportunity Respect and care

4、for elders has always played a large role in Chinese culture.However,when it comes to the consumer market,they are massively underserved even though they are the fastest-growing consumer group.In recent years,social media usage and purchasing power of seniors have increased exponentially,yet little

5、effort has been put into studying their needs and behavior changes This is a missed opportunity for brands across many industries.As the world economy and technology continue to rapidly evolve,its important to maintain a long-term vision,learn to take a step back,and appreciate the value hidden in p

6、lain sight.We hope this guide inspires you to explore this untapped market.SubscribeSocial Media Marketing to Seniors in China 2023TL;DR The spending potential of Chinas senior citizens is expected to contribute to a third of Chinas GDP in the next 30 years,rising from RMB 5.9 trillion in 2021 to RM

7、B 106 trillion by 2050.Their presence can no longer be ignored.Seniorsin ChinaP A R T O N E31 in 4 senior citizens on the planet are Chinese25.6%1 in 4 senior citizens on the planet are Chinese.25.6%Their willingness to spend grows especially onlineChinas Over-60 Population Approaches the Size of th

8、e Entire USIn 2022,Chinas population of 60+year-olds reached 280 million,making up 19.8%of Chinas total population S.This is swiftly approaching that of the U.S.s total population of 339 million S.The above number is increasing every year by 20 million to 25 million as the second wave of baby boomer

9、s,born between 1962 and 1978,retire making China the fastest-aging country in the world.BRING THE GUIDE TO LIFE Schedule a Webinar With Our Team Chinas 1.07 billion netizens are over 50 years old S,and age isnt slowing them down anytime soon.Online transaction volume made by senior citizens has grow

10、n 3 times in the first 8 months of 2022 compared to 2021 S.There has been a 12.5%increase in MAU online among seniors and an 8.6%increase in average time spent online compared to 2021,making the 50+group the fastest-growing consumer group by at least 4 times S.Not only are they making more purchases

11、 online,but their spending power is highly attractive.The number of seniors with CNY 1000+online spending power increased by 10.6%,and their willingness to spend was 10.2%higher in 2022 compared to the previous year S.of senior citizens prefer shopping online.56.7%of senior citizens prefer shopping

12、online.56.7%It is the 2nd most popular shopping channel for seniors in China.SSocial Media Marketing to Seniors in China 2023 Evolution of a Generation4O N E SENIORS IN CHINA1950196019701980199020221949 Founding of PRC S1958-1962 Great Leap Forward&3 Years of Difficulty1950 Korean War1966-1976 Cultu

13、re Revolution1977 College Entrance Exam Restored1978 Opening Up Top-down systematic social reforms1980 One-child Policy1990 Establish stock market 1994 Access the internet 1999 E-commerce 2001 Join WTO 2008 Beijing Olympic 2010 Shanghai EXPO 2010 China becomes the worlds 2nd biggest economy 2019 5G

14、spreadingHardshipTurmoilReform to ProspectGolden Age of GrowthMinor YearsYouth AgeMiddle AgeSenior YearMinor YearsMinor YearsYouth AgeYoung AgeMiddle AgeMiddle AgeSenior YearLearned to save resources from growing up in extreme povertyBelieved in altruistic hard work under propaganda influences Devot

15、ed to family selflessly;Advocated collectivismPhysical health in jeopardy1990 till now Steady and Rapid GrowthGrew up in poverty and exposure to propagandaExperienced major lifestyle shuffles reluctantly e.g.social movements and reforms;Adaptable to changesHad opportunities to receive proper educati

16、onExposed to diverse culture;Cared more about life quality;Open-minded towards new changesConsumer HabitsMarketing OpportunitiesSpend with caution Basic needs only Save for childrenRational spending Self-indulging from time to timeVarious interests Spend more for pleasureTarget their offsprings Prio

17、ritize healthcare Value communityPrice sensitive Target them and their offspringTarget them directly Market research and education requiredConservatives 72+yo Born before 1950Adapters 60-72 yo Born 1950-1962Boomers 50-60 yo Born 1962-1972Seniors mindset is rapidly changing,but the outdated notion th

18、at they are reluctant to spend prevails.(page 3)Over 90%of entrepreneurs chose to target consumers under the age of 35 S.The potential consumer demands of senior citizens that could be explored are being ignored.Break Down the StereotypeHave time and energySocial Media Marketing to Seniors in China

19、2023TL;DR Social media capture most of seniors attention online.Mobile usage rate is 99.5%among senior netizens,and most online activities seniors engage in take place on social media apps,including instant messaging,short video and news feed.Seniors on SocialP A R T T W O5All major China social net

20、works have modified their apps interfaces for senior users,including simplifying the design and enlarging font.Douyin rolled out the Old Friends Program to optimize user experience for seniors by providing specialized customer service internet addiction and fraud prevention assistance as well as hir

21、ing older employees to design better age-friendly content and functions.The inspiration behind this effort was largely thanks to the growing contribution made to social e-commerce by seniors.During the first half year of 2022,the sales volume of the category”Senior clothing”on Douyin reached RMB 1.2

22、8 billion S.Annual Growth Rate of Senior Users on Major China Social Channels(2022.08)WeChatDouyin KuaishouREDBilibili150M62.4%22.1%75.9%20.6%Source:QuestMobile150M13.1%Online VideoSearch and DownloadUsing Input MethodsReading NewsUsing a BrowserOnline PaymentMap NavigationBrowsing Short VideosE-com

23、merceInstantMessaging45%51%63%63%56%64%67%81%85%91%Online VideoSearch and DownloadBrowsing Short VideosUsing Input MethodsReading NewsUsing a BrowserOnline PaymentMap NavigationE-commerceInstantMessaging45%51%56%63%63%64%67%81%85%91%What are Chinese senior netizens doing online?SSeniors Potential on

24、 SocialSocial Media Marketing to Seniors in China 2023 Less than 7%fans are 41+Douyin&Kuaishou6TWO SENIORS ON SOCIALShort Video:Seniors Favorite 80%of netizens over age 60 spend on average 1.5 hours each day browsing short videos S.Many retired seniors report experiencing common issues such as loss

25、of vision and hearing capabilities.Short video,offering graphic motion and clear sound,is more entertaining and effortless for seniors to enjoy and kill time compared to plain text and images.2020202223%4%19%3%Douyin vs Kuaishou Percentages of senior users over 50 (2022.4)Douyin and Kuaishou are Chi

26、nas two major short video players.49.3%of senior viewers choose Douyin as their go-to video platform,while Kuaishou comes in a close second at 33.3%S.With both focused on live-streaming and e-commerce,“Dou Kuai”(Short for“Douyin and Kuaishou”)continue to grow and increasingly encroach on each others

27、 territory vying for viewers.How can Brands Conquer the Blue Sea Market of Seniors on Doukuai?Sales-driven content alone is not the answer The majority of the so-called“senior“products in the current market are not refined for seniors needs due to a lack of market research.For example,clothing label

28、ed as for seniors is mostly just plus-size outfits in dull colors,otherwise categorized as mass-made products,easy for instant sales,and suited towards price battles with off-label brands.Influencer Marketing has a different impact Senior influencers have a strong presence on Dou Kuai”,but collabora

29、ting with them might not work the way you expected.Its natural to assume that most fans of senior influencers would be seniors themselves,but its not the case most senior influencers on“Dou Kuai”have a lot more young fans than senior fans.Young people respect and care for senior family members,and t

30、heyll be interested in aging-friendly products.Influencer Marketing approach:Targeting towards the younger generation who will educate their elders on senior products or buy for them directly.Senior influencers attract mostly younger audienceHow can Brands Conquer the Blue Ocean Market of Seniors on

31、“Dou Kuai?Source:QuestMobileLive commerce and shoppable videos penetrate all generations including senior netizens.28.8%of age 51+viewers on Dou Kuai have an average online spending power of over RMB 2000 S.By the end of 2022,seniors became the fastest-growing group of users,driving social sales in

32、categories like cosmetics,clothing,healthcare,etc.Catering to the interest-based“Dou Kuai algorithm,collaborating with influencers on live commerce and shoppable videos is usually the most efficient way to reach a target audience and drive sales.However,the optimal solution for seniors might surpris

33、e you.Real aging-friendly products(tailored home appliance,specific healthcare and rehabilitation aids,etc)are not well-known concepts and therefore often require additional education.Its easier to convince seniors to convert if they deem the product as entertaining or meeting their rigid demands.Ho

34、wever,when facing unfamiliar products,its much easier to convince younger generations,but even for them,it would require a considerable amount of market education before conversion.In order to educate,brands need to build trust and a positive brand impression.Focusing on sales-driven content only is

35、nt enough,as counter-intuitive as it is to the usual“Dou Kuai marketing strategy.Believe in the value of owned social media Move Free is known for its joint aiding supplements,and has been making their mark on China social media.As its still a new concept to the Chinese market,they take control of t

36、he content narrative and adapt a softer approach to marketing.Through the short-video series The Great Parenthood S,where each skit focuses on relationship drama mostly between a daughter,son and mother-in-law,the brand leverages one of the most relatable generational topics in modern China to attra

37、ct both young and senior audiences.The series is updated every 2-4 days,with over 150 episodes in total so far.Collaborating with influencer for brand awareness Apart from owned content,Move Free leverages the power of senior influencers well.They worked with the esteemed IP“末那叔 S feathering the dai

38、ly life of the grandfather,father,and son.In a skit called the trouble of being big and tall”,a Move Free product was introduced when the grandpa tried to pick up a box but didnt squat right.The video has received over 700,000 likes.Some skits dont even mention Move Free products.The brand focuses o

39、n trust-building through prioritizing quality,entertaining content.When they do mention the product,a link to the brands livestream will be added on the screen,those viewers who wish to learn more can follow the link to an e-commerce product page.Each plot-twisting skit is under 120sOn average every

40、 1 in 5 skits will have notably high engagementFrom online to offline Many worry that short video platforms would eat into seniors outdoor time.However,the research shows that among seniors who spend around 5 hours or less on the platform daily are actually more likely to participate in offline comm

41、unity and leisure activities S.Brands can be inspired by this counter-intuitive result and leverage Douyin to attract senior users to visit offline stores and services.TWO SENIORS ON SOCIALBrand LivestreamHow Does Move Free Leverage Short Video?7Social Media Marketing to Seniors in China 2023 Wonder

42、land for online community building The perfect place to engage directly with seniors Seniors(51 years and older)account for 23%of WeChats 1.31 billion monthly active users,S.WeChats extensive list of features designed for better communication,content sharing and entertainment makes it the most popul

43、ar social media platform for seniors in China.In recent years,the open rate for WeChat Official Accounts(OA)has been declining due to fierce competition for readers attention.However,this is not the case for accounts with mostly senior followers who tend to stay loyal and focused.8WeChat is where se

44、niors engage with friends,family and form online communities.Content goes viral here through shares and recommendations within social circles.As part of the WeChat ecosystem,Channels has been effortlessly taking advantage of the following features:樂退族 LORTUI(LOve ReTirement yoU&I)is a local company

45、focusing on education,culture and domestic travel services for seniors.One-click easy share to a friend,a group or on MomentsEmbedded in WeChat articles with seamless linking to WeCom or e-commerce mini programs Adding more touch points for content exposure and streamlining the conversion process.Hi

46、ghlight videos liked&and commented by WeChat friendsThe Boom of WeChat ChannelsModeled after“Dou Kuai and launched in 2020,Channels was not originally considered a serious competitor,yet just 2 years later,its video views have increased by 200%,and live-stream views increased by 300%.The number of C

47、hannels content creators with 10k+followers also increased by 308%S.Seniors among the earliest adopters of Channels In 2020,more than 70%of WeChat Channels users are over 45 years old,and most e-commerce purchases via Channels were made by consumers 55 years old or over S.The average age among viewe

48、rs and purchasers only started to shift in 2022 after more young viewers joined the platform.Why do seniors love Channels?Many seniors dont even know they are using Channels as its perfectly integrated into WeChat.(page 9)MAU on Short Video Platforms(2022.12)ChannelDouyin Kuaishou706M626M820MSource:

49、QuestMobileUnique feed for you to bond with friends over the same contentAll friends are on WeChat but not all on Douyin.Its difficult to share content directly between Douyin and WeChat.TWO SENIORS ON SOCIALWeChat ChannelsLong-term senior followers of its WeChat OA have helped the brand maintain 30

50、k+average reads for each main article.In addition,articles continue to receive views long after publishing,signaling that followers continue to grow and that users continue to come back to this channel for news and info.Building trust through established social circles.Social Media Marketing to Seni

51、ors in China 2023 Embrace the WeChat ecosystem Poise provides incontinence pads designed for seniors and women after pregnancy.The brand cleverly utilizes the WeChat ecosystem and app functions to reach and continuously engage their target audience.9OA article link inserted in video commentsMini Pro

52、gramsWeChat Channels video inserted inside an OA articleQR code of brands WeCom service account attached Channels videos can be shown in the Moments section of the WeCom service accountPrivate messages sent from WeCom service account Access to e-commerce mini program linked in the comments of Moment

53、s feedMini program inserted inside WeChat OA articlePrivate TrafficThe magic of mini-program WeChat mini programs offer a myriad of features that make linking to e-commerce,accessing services,product details,bookings etc.seamless and straightforward,especially for seniors.Bond with audience by provi

54、ding free value Most videos on Poises Channels account are not about the product but topics related to female body care with a brand character named“Sister Bei”sharing tips and tricks on how to regulate hormone and restore energy.TWO SENIORS ON SOCIALHow Does Poise Reach Its Audience?Social Media Ma

55、rketing to Seniors in China 2023 1 0“Dou Kuai”:Improve conversion rate of existing users The average usage time of“Dou Kuai”is more than 100 minutes per day,per user,3 times that of Channels S.The“Dou Kuai”algorithms are designed to stimulate dopamine releases and therefore these two platforms have

56、been successful in capturing short-term attention.However,the quick and fun”rhythm of“Dou Kuai provides only one incentive for senior audiences to stay entertainment.A lack of diversity in the ecosystem has its shortcomings:after the rapid growth over the past 5 years,ads revenue and MAU stagnated i

57、n 2022.The need for“Dou Kuai”to improve conversion rate of existing users is urgent.Channels:Improve stickiness of WeChat users Although lacking the addictive nature of“Dou Kuai”,Channels has 1.3 billion loyal WeChat users to draw from,and its not going anywhere.Channels gives brands the opportunity

58、 to reach audiences who are ready to be nurtured(page 9).In some cases,brands even move from“Dou Kuai”to WeChat for community management.Unlike“Dou Kuai”,the most urgent need for Channels now is to increase usage time and retain users.Channel has executed tactics to encourage original content by giv

59、ing additional traffic and revenue bonus to creators S.Between 2022 and 2023 many creator accounts on Channels enjoyed a period of relatively easy growth,but its yet to say wholl win the final race when it comes to stickiness and conversion.BREAKING NEWSBREAKINGThe Enterprise Solution of WeChat Star

60、ts Charging for Private Traffic Another important channel for reaching your audience directly,WeCom,the enterprise version of WeChat has been increasingly used by brands to reach and nurture your WeChat audience directly.Starting June 22,2023,WeCom will only offer 2000 free external contacts on the

61、enterprise solution.For each new contact added,RMB 0.1 will be charged,and if the contact is added from a WeCom short link,an additional RMB 1 will be charged S.Cost increases compel brands to reassess their customer acquisition strategy to balance the quantity and quality of leads.Its also an oppor

62、tunity for brands to be clear on their purposes for private traffic:WeCom is good for improving efficiency in direct customer services e.g.after sales and customer feedback;For relationship bonding and education,WeChat Official Accounts are more suitable.TWO SENIORS ON SOCIALThe Importance of Trust

63、for Seniors Unlike“Dou Kuai”,where a sophisticated algorithm pushes content to users,short videos and live-streams on Channels gain views from social influence.Content is shared and spread through private group chats and Moments.This creates an atmosphere of trust for seniors,who make 90%of their pu

64、rchases based on recommendations from family,friends or immediate community.S.Trust plays a significant role in seniors buying habits,and senior KOLs on Channels have a much higher percentage of senior followers compared to other platforms.This setup makes it ideal for word-of-mouth to thrive,which

65、is why live commerce has a higher conversion rate on Channels among seniors compared to other platforms.Senior influencer“Classy Lady”reached 3 million views during her first month of live-streaming,with a conversion rate over 30%,a repurchase rate of 70%,and a return rate below 10%.S.The return rat

66、e of the live commerce benchmark is above 30%at the time.A Competition Between Entertainment and LoyaltySocial Media Marketing to Seniors in China 2023 The bottleneck of Old Red Book 1 1Forget about the age differences Seniors who prefer spending time on RED are the types that follow trends,pursue p

67、assion and are willing to pay for their various interests.They dont want to be branded as old,and are reluctant to use senior apps.Its wise to avoid heavily age-related content.Despite its user base doubling in 2022,REDs commercial revenue grew by merely 20%(80%of which was from advertising S).Findi

68、ng new opportunities for monetization is imminent,which is where live commerce may come in handy.Forsaking the loud music,hawking,and gags galore,actress Dong Jie conducted her live-stream in a calm and collected manner,reaching 30 million in GMV and rose to No.1 on REDs live commerce chart S.This n

69、ew Zen style suits middle-to-high-end products well,and creates a better environment to build trust with seniors.Target young users Topics related to seniors are popular among younger generations who are supporting their parents/grandparents.With 72%of REDs users under 35 years old S,its the perfect

70、 environment for making an intergenerational impact on consumer education.How can Brands Take Advantage of RED?From must-buy recommendations,local service reviews to beauty hack and even apartment leasing RED with most of its content in text and images,has become the encyclopedia for modern life.Tho

71、ugh RED is commonly known as a playground for the younger(upper-to-middle class female)consumers,the number of active senior users on RED is estimated to be over 11 million S,and the number of senior influencers has doubled in 2022 S.Community is the means to an end,not the endBuilding an online com

72、munity to include seniors into the digital world was the original intention of Tang Qi,Meipians founder,when he first created the app.However,its charitable nature puts too much emphasis on optimizing user experience instead of building capacity for commercialization.Seniors are accustomed to spendi

73、ng money on other networks(“Dou Kuai”,WeChat,etc).In addition,cultivating spending habits on Mepians existing users is tough,especially without a younger audience to educate and influence senior users.Explore the“Zen style of live commerceMeipian is an image and text content sharing platform with mo

74、re than 107 million senior users.However,after receiving 5 rounds of funding between 2016 and 2018,Meipians revenue has been stagnant and the company downsized to less than 100 employees Seniors are flocking to REDOver 210k pieces of content on “Gifts for grandma”TWO SENIORS ON SOCIALLittle Red Book

75、&“Old Red Book”A Sanctuary for sophistication and craftsmanship Bilibili is uniquely positioned as one of the only major social platforms in China featuring UGC in mainly medium and long video format.With the majority of its users being Gen Z and millennial,Bilibili has also attracted senior influen

76、cers who are educated and skillful.Its easy to succumb to short attention span in this fickle environment,but young people here who make up most fans of senior influencers are patient and thirsty for knowledge.Thanks to the long-video format on Bilibili,information once considered obscure,e.g.dissec

77、ting knowledge in various fields,has a place to thrive,providing interesting marketing opportunities for brands as well.Esteemed professorsInheritors of lost craftsAs a hotbed for knowledge-related content,Bilibili is the perfect platform for videos related to tech or tools which require detailed an

78、d lengthy feature explanations or reviews.Young audience here has high tolerance for them.Bilibili influencer“詭計(jì)從不拖更”S is known for his home decoration videos.One of his videos discussed“how to decorate when living with your parents”.He shares advice on how to plan indoor spaces to suit the differen

79、t lifestyles of both generations,and he makes recommendations on aging-friendly home appliances for convenience and safety,introducing the Panasonic washer-dryer as one such product.The 14-min video successfully attracted over 243,000 views and over 2,500 likes from its audiences.Educate the Patient

80、 Young Audience Known for explaining ancient Chinese poetryShow the complex process of making arts and crafts while sharing history and culture background TWO SENIORS ON SOCIALBilibili1 2Learn more at KAWO.com or email .T H E S O C IA L M E D IA M A N AGE M E N T PL AT F O R M F O R C H IN AWe are proud to be trusted by over 500 global brands: