The New Shopping Concept of Chinese Elderly People in the Digital Era Analysis Based on "2022 ‘Silver-Haired Group’ Consumption Trends Report"

As a product of an aging society, the “silver-haired group” has become an undeniable consumer group in the digital economy era. The article is based on the "2022 ‘Silver-Haired Group’ Consumption Trends Report" released by JD Consumer and Industrial Development Research Institute to study the consumption status of the "silver-haired group”. The research results indicate that the number of elderly users and per capita transaction volume of online shopping are rapidly increasing, and the online consumption potential of elderly people is enormous. The online consumption situation of elderly people varies greatly in different regions of the country. Regions with high levels of economic development and "aging friendly" service levels have higher market maturity. Conversely, regions with lower levels of economic development and "aging friendly" service levels have lower market maturity. The online shopping needs of the elderly have also shown a shift from material needs dominated by family needs to spiritual needs that pursue more self-satisfaction, from basic needs dominated by daily necessities to high-level needs dominated by trendy consumer goods. The consumption concept of the elderly has shifted from conservative to trendy.