SEGMENTATION AND STRATEGIC MANAGEMENT OF THE 'NEW ELDERLY' MARKET IN CHINA: DEVELOPING EXCLUSIVE MARKETING MODELS

Abstract

In the context of rapid urbanization and increasing well-being, China is facing the emergence of a new socio-economic phenomenon - the "new elderly market". This refers to a group of older consumers who lead an active, mobile and socially inclusive lifestyle, as well as being technologically oriented. These individuals demonstrate a steady demand for high-quality goods and services that focus not only on health but also on self-fulfillment, digital engagement, continuing education, and maintaining a high standard of living.

The relevance of this study is due to the fact that China is one of the countries with the fastest aging population in the world. The elderly population in China has already exceeded 280 million people, and this trend is expected to continue. However, the current market is not fully adapted to this new demographic structure. Traditional marketing models focus on older consumers who are passive and ignore the characteristics of a new generation of "young seniors". These young seniors are economically active, technologically literate, and appreciate individuality. This presents a significant opportunity for companies to segment, position, and manage long-term relationships with this growing customer segment.

Despite the growing interest in the silver economy and the "new elderly" market, scientific research in China on this topic remains fragmented and descriptive, lacking comprehensive strategic models for effectively engaging with this demographic. There is a clear need for a more systematic study of the characteristics of demand, the development of efficient segmentation approaches, and the creation of tailored marketing strategies that can foster sustainable business growth in an aging society.