The richest part of the people in China are slowly getting older, and they have gone through many social development dividends and completed a high wealth accumulation, so they are called the "new middle-aged" group.
Different from the middle-aged image of "only seeking to save" in the public's inherent perception, they seem to be unwilling to grieve themselves, and they can spend more freely. The data shows that the consumption power of this part of the population is 12% higher than that of the post-90s and post-00s who "want to buy everything".
Over the years, they have successively become popular with a series of products such as PHS, mahogany furniture, and fishing rods. For example, at the beginning of 2000, this batch of "new middle-aged" in the era when the average salary was only 700 yuan, so that PHS, which was about 500 yuan, set a myth of shipping 93.41 million units in just four years, which is not crazy.
And now, a cutting-edge black technology nicknamed "life-sustaining cabin" is also becoming their favorite, and the related search index is rising at a growth rate of 200%.
01 The first priority of the "new middle age": enjoy life
For the "new middle-aged", when they were young, they suffered too much in order to accumulate wealth, digging holes, going to the sea to do business, sewing and mending clothes for another three years...
Perhaps it is precisely because of the unbearable hardships of ordinary people that enjoying life has become their first priority now. Statistics show that during the recent "Eleventh" Golden Week, among the 700 million people traveling across the country, the most willing to spend money was the "new middle-aged", and their single per capita pointed out that it was even 2,000 yuan more than the post-00s.
"When you get older, you have to be kind to yourself, eat well, live well, and have fun, which is the most basic." Mr. Fan, who is from the 70s generation in Guangzhou, said.
Not only that, but when it comes to hobbies, they are not relentless. In the legend of "the fishing guy will never be in the air force", fishing gear has become the treasure of the "new middle-aged", and some fishing enthusiasts even spend more than 100,000 yuan on fishing gear.
In recent years, people's attention to physical health has increased year by year, and hard-core anti-aging equipment has gradually moved to the public eye under the popularity of the "new middle-aged" group. According to the "New Middle-aged Report", 64% of the new middle-aged group are more willing to invest in the body in an all-round way, and 83% of them are willing to give more than 40% of their assets for health.
Taking Ruijian Future, a leading domestic technology company, as an example, public information shows that its civil oxygen chamber "Time Pearl", Shenheguang "Guanghuan" and other anti-aging equipment are widely loved by "new middle-aged", and the search index of the company's official website soared by 200% in half a month.
Among them, the civil hyperbaric oxygen chamber "Time Bead" seems to be the most popular, according to Mr. Liu, the future head of Ruijian, "most of the people who come to consult are 35-65 years old high-net-worth men. ”
From leisure hobbies to investing in the body, people to middle age, this group of rich people seems to be most concerned about how to lengthen the health timeline.
02 "It's worth spending money to renew your time"
Mr. Cheng, a 45-year-old senior executive in Shanghai, admitted: "When I was young, I had a lot of pressure on work and life, but now that I am older, it is worth it to return to the state of youth with money." And this may be one of the reasons why the "Time Bead" is popular.
According to research data from Tel Aviv University, 35 elderly people aged 64 and above were subjected to 60 hyperbaric oxygen chamber interventions at twice the atmospheric pressure (no more than 90 minutes each), and the telomere length was lengthened by 37%, which is equivalent to becoming 25 years younger.
In this context, the above-mentioned Ruijian future hyperbaric oxygen chamber "Time Bead" is 1.9 times the atmospheric pressure (the atmospheric pressure of the civil oxygen chamber shall not exceed 2.0), which is jokingly called "the world's most civilian" by some industry insiders.
According to the Seabed Experiment and the International Society for Hyperbaric Medicine, the usefulness of oxygen chambers with a pressure of less than 1.5 atmospheres has never been proven. A survey shows that 90% of the civil oxygen chambers on the market are generally between 1.1-1.3 in pressure, and the effect is really limited.
It is understood that with the "gimmick" of 1.9 times the atmospheric pressure, the appointment of Ruijian Future Offline Center has been scheduled for 2 weeks, and some experiencers have even flown directly to Shanghai from all over the country. Mr. Tong, a multimillionaire in Shanghai, said, "I used to run a few steps and catch my breath, but now I can climb the mountain neatly." ”
From PHS to fishing rods to time beads, this wave of "new middle-aged" seems to have blown into every corner of life.
03 The aging of the wealthy group, the prototype of the trillion blue ocean
There is an old saying, "Pigs can fly when they stand in the wind." Now this group of people who once stood at the tuyere has opened another "new outlet".
With the continuous expansion of the mainland, a "new middle-aged" group with sufficient wealth accumulation and strong spending power, a new business blue ocean with unlimited potential may also be opened.
Referring to the exclusive gym built by the West for the "new middle age", there are currently more than 1,760 stores, with an annual revenue of more than 1.3 billion. In addition to the civil hyperbaric oxygen chamber, the light chamber with "deep healing light" and the floating chamber for pressure relief are all sought after by the "new middle-aged", and its turnover exceeds 7 figures within half a month.
Some industry insiders said that the "new middle-aged" group will become the biggest dividend for the development of the mainland's big health industry, and the value of this market blue ocean is self-evident.