Reference News Network, November 19 report: The U.S. luxury commerce observation website published an article titled "Silver Swans: China's Most Overlooked Luxury Customers" on November 15, authored by Alice Ai, founder of Superb Consulting. The following is a translated excerpt:

In the relentless pursuit of Generation Z and millennials, the marketing world has overlooked one of the most valuable consumer groups in China - affluent retirees. Many brands regard them as "old-fashioned," but in fact, this group (mainly women aged 60 and above) is a powerful economic force.

They are "Silver Swans": tech-savvy, brand loyal, with high discretionary income, and free to spend their money on themselves. While the luxury industry focuses on young people, these mature consumers represent a vast blue ocean, offering endless business opportunities for brands centered around elegance, experience, and well-being.

This generation has experienced China's economic miracle, and their consumption is not for showing off social status, but to achieve self-value, making them a unique and stable high-value customer group. Ignoring them is not only a missed opportunity, but also a strategic mistake.

China's affluent "Silver Swans" are often former professionals or entrepreneurs, or spouses of high-net-worth individuals. They have accumulated wealth, and their children are independent. Importantly, their consumption is increasingly focused on health, travel, and investments in improving their quality of life.

According to statistics from the State Taxation Administration of China, in the first half of 2025, sales of elderly tourism services, sports and health services, and cultural and entertainment activities increased by 26.2%, 23.9%, and 20.7% respectively compared to the same period last year. This reflects that the elderly population is shifting from mere retirement to actively enjoying their retirement life, and placing greater emphasis on achieving self-value.

This group has time and money, the ability and motivation to invest in their own happiness and health. Clearly, they represent a strong market segment for brands willing to provide suitable products and experiences.

For "Silver Swans," travel means carefully planned companionship. They have driven the booming growth of premium small group tours, which are tailored to their pace and interests. Typical itineraries include multi-day trips to Guizhou, Jiangsu, and Hubei, winter "warmth tours" to Hainan, and classic routes in Northwest China. All itineraries offer cultural exploration, local lifestyle experiences, and scenic sightseeing, with groups typically consisting of 6 to 8 people, allowing seniors to fully enjoy the journey without feeling rushed.

For them, travel is not only a way to actively enjoy retirement life, but also a way to pursue personal interests and build new social relationships.

The most important part of the disposable income of "Silver Swans" is spent on extending life and self-care. This includes not only basic physical and mental health, but also high-tech health solutions and nutritional supplements.

The most common misconception is that this group is disconnected from the digital world. In fact, they are very active online, just in their own way.

Chinese elderly use WeChat to stay in touch with family, but they also begin to use platforms like Douyin and Xiaohongshu according to their own interests. On Douyin, they follow chefs, travel bloggers, and traditional opera performers. On Xiaohongshu, topics such as "Retirement Life" and "My Health Routine" have millions of views. "Silver Swans" proudly share their travel photos, skincare shopping experiences, and cooking creations to gain social recognition and emotional satisfaction. (Translated by Zhao Feifei)

Original: https://www.toutiao.com/article/7574253164952158771/

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