Ali And Tencent Snatch The Elderly Market Again Staged A Narrow Encounter

The middle and old age market, which has not yet been fully developed, has been welcomed by internet giants.

After Ali, Tencent seems to have realized the importance of the silver market.

In March 19th, the Chinese Academy of Social Sciences, together with the big data research center and the Tencent Social Research Center, held the annual conference on "living here 2018", and jointly published the Research Report on Internet life for middle and old aged people (report).

The report examines the participation and integration of the middle and old aged people in the Internet. It is the result of the interviews conducted by the Academy of Social Sciences and the Tencent Research Institute for a year, using interviews, surveys and big data analysis.

Let's take a look at several sets of data in the report:

1. of WeChat's middle-aged and elderly users, 75.8% will surf the Internet to read news and information. Over half (56.6%) can search for information they want, and some middle-aged and elderly people (45.9%) will pay attention to WeChat's public address.

Middle aged and elderly are also gradually learning to use young people's survival skills: mobile payment (51.5%), mobile navigation (33.1%) and taxi service (25.8%).

2. the top ranking of Internet content in the elderly is the chicken soup and humorous passages related to consoling the mind and regulating emotions. 76.5% and 72% of middle-aged and elderly users browse these themes, respectively.

3. among the top three types of information deceived by middle-aged and elderly people, the top three are free red envelopes (60.3%), mobile phone traffic (52.3%) and discount discount group purchase commodities (48.6%).

According to the Beijing evening news, Cheng Wu, vice president of Tencent group and chief executive officer of Tencent pictures, also said that the middle aged and elderly people are becoming the largest new group in the Internet world. Tencent has been able to share the digital age through the Internet and digital empowerment.

Such a statement is very familiar.

Just in February 1st of this year, Taobao has just launched the "family friendly version of Taobao".

Taobao said that the launch of the family friendly Taobao is based on the perspective of consumer demand. It also accords with Taobao's direction of community, content and socialization.

The tiger sniffed article, "what is Taobao's" old age edition "?

At the end of January press conference, Taobao released a set of data: the number of people over the age of 60 officially released by the state is 230 million. In the past 30 days of Taobao's orders, there are 50 million orders for mobile phone numbers which do not have corresponding Taobao accounts. A large part of this is due to the help of family members.

This is also an opportunity for Taobao to explore the silver market.

Ali's action is not small, Tencent must not want to lag behind, and WeChat is still in urgent need of liquidity.

WeChat has now laid the status of its huge traffic entrance. What is urgent to do is to consider how to realize the flow. Tencent's recent attempt at traffic realisation is a small program.

Whether it is advertising investment, or from a small program as a starting point, increasing investment and cooperation in offline retail is the test of the liquidity of Tencent.

In 2016, WeChat statistics showed that WeChat accounted for only 1% of users over 55 years old, and the total number of elderly people in the country was as high as 200 million.

If we could add more than 200 million of the old age bonus to the population, Tencent would undoubtedly have another opportunity to realize liquidity realisation at an early date.

At present, it is not known whether Tencent has any specific actions. However, the social networking providers of the main social groups and communication classes have "spelled a lot", but they were caught by Tencent earlier.

If Ali wants to explore the silver market, he has developed an old version of Taobao, which is like many spells and social networking providers. On the other hand, Tencent's practice is to invest directly in the market.

In mid 2016, Tencent participated in the B round of $110 million financing.

And many subsequent achievements did not disappoint Tencent.

In the more than two years of its rise, there were nearly more than 300000000 users. The total sales of goods increased from 100 million yuan per month in early 2016 to 4 billion yuan in mid 2017.

Many consumers use many functions such as low price, teamwork and social interaction. User portrait shows that users over 30 account for half of their total users, and there is a large number of middle-aged and elderly consumers.

If Tencent is a weapon for the middle and old age market, it can be said that in this consumer scenario, Tencent has not lost the initiative.

In this way, Alibaba and Tencent have already met in the silver hair market.