On January 15, 2024, the General Office of the State Council issued the "Opinions on Developing the Silver Economy and Improving the Well-being of the Elderly", as the first authoritative document named after the "Silver Economy" in China, the mainland's support for the silver economy is self-evident. It is worth noting that the "Opinions" proposed to strengthen the innovation of elderly products. Encourage the research and development of health food and special medical formula food suitable for the chewing, swallowing and nutritional requirements of the elderly, and the elderly nutrition and health food market will usher in a window period.
Under the background of the industry, NHNE, known as the "wind vane" of the development of the industry, opened the curtain of the "3rd Middle-aged and Elderly Food Nutrition Innovation and Development Forum" in Shanghai on May 16, as an influential industry conference in Asia, its successful convening has attracted great attention from the domestic and foreign markets. At the forum, Wang Yang, co-founder of Zhenmu, as an invited guest, shared the exploration of Zhenmu's awakening business with "mature people" as the core through insight into the real needs of emerging silver-haired people.
At the same time, it is hoped that the industry and society can see the insight of Zhenmu brand into the real needs of the silver-haired group, not only focusing on the brand's professional innovation ability and technology research and development ability, but also as a landmark enterprise of middle-aged and elderly dairy products, it has begun to awaken business exploration by undertaking social responsibility, always walking at the forefront of protecting national health, and taking the win-win situation of stakeholders as the main purpose to promote the awakening and goodness of business and promote the beautiful development of society.
How to gain insight into the needs of middle-aged and elderly people in the silver power era
The 2022 Statistical Communiqué on the Development of Civil Affairs released by the Ministry of Civil Affairs predicts that by 2035, the proportion of people aged 60 and above in mainland China will exceed 30% of the country's total population. This means that China will enter a severely aging society. Nowadays, the average life expectancy of human beings has increased, and the future is expected to enter the era of 100 years old. The silver-haired group has abundant time and savings, and the new generation of middle-aged and elderly people generally have a higher level of education, and with the increase of Internet penetration, they are not only satisfied with basic living needs, but also have more spiritual and cultural needs. The awakening of middle women, scientific and technological progress, self-pleasing and the pursuit of a second life have gradually become the new mainstream life attitudes.
Scientific formula - to solve the real needs of the silver-haired people for material products
At the level of material products, we have insight into the common health problems of middle-aged and elderly people, and analyze the main effects that the group pays attention to when buying milk powder, calcium supplementation, improving immunity and maintaining cardiovascular disease constitute the core efficacy appeal of middle-aged and elderly milk powder. At the same time, according to different age groups, it has been upgraded by leaps and bounds, and the "50+", "60+" and "70+" small molecule series of "50+", "60+" and "70+" graded milk powder have been launched, which can give middle-aged and elderly people more accurate and scientific nutritional intake through nutrition-oriented supplementation.
Zhenmu gathers technology, theory and talents to provide scientific and technological support for the development of research centers and new product development. The "Small Molecule Goat Milk Powder Standard and Formula Research Center" is an important part of Zhenmu's R&D strategic plan, which strengthens the scientific research and application innovation of goat milk powder in the mainland, and at the same time transmits the nutritional information of dairy products to consumers completely and accurately, and strives to improve the overall competitiveness of China's dairy industry.
Song and Dance League - Seeing the silver-haired crowd spirit to meet the real needs
In addition to giving the silver-haired people material resources to launch healthy products, how to give them spiritual comfort, break self-denial, refuse waste pension, and further enhance the sense of self-worth of middle-aged and elderly people, "happy pension" will become an unshirkable responsibility of all sectors of society.
Zhenmu officially launched the "Song and Dance Alliance" on January 24, 2024, the first stop was in Chengdu, with 100,000+ people dancing together on the scene. With Chengdu as the starting station, the brand responds to the call and enthusiasm of song and dance lovers across the country, and will successively hold 100 "Zhenmu Song and Dance Alliance" to provide a stage for the silver-haired crowd, with high-quality song and dance works and colorful song and dance expressions, to show the youthful appearance of the middle-aged and elderly in the new era, and also awaken the silver-haired people across the country to feel and participate.
Time will remember that there is such a Chinese company in the silver age that awakens the road of silver power business with the heart of value co-creation.