Translation. Region: Russian Federal
Source: People’s Republic of China in Russian – People’s Republic of China in Russian –
Source: People’s Republic of China – State Council News
HANGZHOU, July 1 (Xinhua) — In a playroom at a nursing home in China, several sprightly seniors gathered to play table hockey, competing in wits and skill, savoring every moment.
Once considered a child’s play, these educational games are quickly becoming the latest craze among seniors.
As China’s population ages at an accelerated rate, the once-overlooked consumer niche of games and toys for the elderly is emerging as a new pillar of the booming silver economy.
Guan Weijian, a toy merchant in the eastern Chinese city of Yiwu, known as the “supermarket of the world,” quickly saw the wind blowing when he noticed such changes.
Over the past year, his online store has seen a boom in demand for fitness gear and cognitive-development games and toys among older shoppers. Consumers aged 50 and up now make up 30 percent of his user base.
“Our two best-selling toys are in the fitness and puzzle categories. They are low-impact yet fun, perfect for seniors to exercise or while away the time,” says Guan Weijian.
“In fact, there are similarities between toys for the elderly and children’s toys in terms of developing reflexes, grip strength and coordination. In fact, some children’s toys can be easily adapted for the elderly with just a few simple changes,” Guan Weijian added.
Realizing the potential of the senior toys sector as a promising niche, he decided to take advantage of the opportunity. In just three months after launching more than 10 products designed specifically for senior users, sales at his store far exceeded expectations.
Searches for “toys for the elderly” on Taobao, one of China’s leading e-commerce platforms, grew 124 percent year-on-year, and transaction volume increased by more than 70 percent. Consumers aged 55 and above now make up an increasing proportion of shoppers, and their purchase frequency is increasing.
As the market expands, more and more toy manufacturers across China are shifting their focus to meet the needs of older consumers.
According to Cheng Xin of Taobao’s toys and collectibles section, there are many new shops selling toys for the elderly popping up on the platform, some of which are newly established and many of which are converted from former children’s toy stores.
“Toys are no longer exclusive to kids, nor are they pop culture icons. They are a lifelong hobby that can be enjoyed by a wide range of consumers of all ages,” Cheng Xin said, adding that Taobao plans to launch a special toy segment for seniors, providing them with customized operational support.
The booming market of toys for the elderly has not only created new growth points for consumption, but also contributed to a profound transformation of the traditional production chain.
A particularly striking example is Yunhe County in Zhejiang Province, East China, widely known as the “birthplace of China’s wooden toys.”
Based on years of industrial experience, Yunhe County has now deeply integrated the wooden toy industry with the elderly care industry, forming an innovative industrial chain focusing on intellectual, health and entertainment products.
The key to this transformation lies in the shift from “fun” to “functionality.” To date, local manufacturers have developed more than 200 wooden toys designed to improve hand-foot coordination and slow down memory loss in older adults.
According to Yin Qian, president of Zhejiang Mimi Zhikang Technology Co., the company has developed more than 100 wooden puzzle toys that are both entertaining and mentally stimulating.
To enhance the cognitive and rehabilitation properties of its products, the company collaborated with the Health Science Center of Xi’an Jiaotong University and the Alzheimer’s Disease Prevention Group located in Shaoxing, Zhejiang Province.
To date, the company has received more than 30 patents and supplies products to more than 500 senior care facilities across the country.
Meanwhile, Yunhe is also targeting international markets. In recent years, the county has expanded the export of its wooden toys to senior schools, nursing homes and community centers overseas.
“In 2024, our products were successfully exported to Germany, Japan and other markets, where they were warmly received by elderly users,” Yin Qian said.
In the first quarter of this year, sales of wooden toys aimed at the elderly rose 50 percent year-on-year.
China’s elderly population is projected to grow by more than 10 million a year over the next decade, according to the Ministry of Civil Affairs. The silver economy’s share of China’s GDP is expected to rise to 9 percent by 2035, from 6 percent today.
Data from iiMedia Research shows that China’s elderly care market will reach 12 trillion yuan (about $1.68 trillion) in 2023, up 16.5 percent year-on-year. The country’s silver economy is projected to reach about 30 trillion yuan by 2035, accounting for about 10 percent of GDP.
Innovations in niche segments are opening up new opportunities in the silver economy, said Zhang Jinsong, secretary general of the Committee on Education for the Elderly of the Chinese Gerontological Society.
The “silver” economy is poised to move beyond basic needs to consumption based on quality and pleasure, which will open up enormous potential,” he added. -0-