Unlocking the Silver-Haired Opportunity: Douyin’s Evolving Senior Consumer Market in China

China’s digital landscape is transforming at an unprecedented pace, and one of the most striking developments is the rise of the “silver-haired” demographic. Once regarded as peripheral to online commerce, older consumers are now central players in e-commerce and digital engagement. On platforms like Douyin, seniors are not only browsing but actively shaping trends in shopping, advertising, and content consumption.

Drawing on insights jointly produced by Feigua Data, Feigua Pince, and Feigua Yitou, this article explores how internet penetration, consumption habits, and advertising strategies are converging to make China’s silver economy one of the most promising growth frontiers.

The Rise of Older Internet Users

China’s internet population has grown from just over 800 million in 2018 to more than 1.12 billion in 2025, with penetration now approaching 80 per cent. While younger users remain a major source of growth, the expansion of older internet users is reshaping the digital marketplace.

More than one-third of new internet entrants in recent years are aged 50 and above, equating to over 160 million online seniors today. Government programmes such as the “Digital Ageing Action” have accelerated this trend, promoting digital literacy and the use of smart eldercare services. This rapid adoption is transforming the silver generation from passive observers into active participants in online consumption.

Consumption Preferences and Motivations

The silver economy is highly diverse, spanning those in their fifties who are still in work through to retirees in their eighties and beyond. Despite differing life stages, three recurring motivations drive senior consumption: self-care, social interaction, and health maintenance.

• Floral and gardening products are particularly popular, symbolising both personal enjoyment and gifting.

• Alcohol remains a staple in social dining and wellness traditions.

• Fresh produce reflects a growing concern for nutrition and authenticity.

• Jewellery and cultural collectables express self-identity and heritage values.

These choices reveal a dual logic: seniors seek both yueji—pleasure and quality of life—and social reinforcement through gifts and shared experiences.

Gendered Patterns of Consumption

Men tend to purchase books, alcohol, and collectibles, often tied to intellectual or social pursuits. Women, by contrast, show stronger interest in jewellery, skincare, floral products, and wellness supplements, reflecting priorities of elegance, vitality, and personal reward. This highlights the need for scenario-based marketing: men respond to cultural or community-led narratives, while women resonate with campaigns centred on beauty, wellness, and ritualised self-expression.

Key Consumer Categories

Fashion is a fast-growing area for silver consumers. Women’s apparel dominates, with the strongest demand falling in the 50–299 RMB price range. Preferred items include dresses and down jackets crafted from high-quality fabrics like silk, linen, and wool. Men’s fashion is more concentrated in shirts, jackets, and polo tops, which together account for most sales. Preferences lean towards breathable fabrics and relaxed tailoring, blending practicality with subtle references to traditional Chinese aesthetics.

Health products define much of silver consumer behaviour. Over one-fifth of supplement buyers are aged 50+, with high demand for remedies addressing insomnia, joint health, digestion, and immunity. Vitamins, minerals, and honey-based products dominate sales, while melatonin and food-medicine hybrids are emerging growth categories. Importantly, repurchase rates depend not just on efficacy but also on taste and ease of use. Products that combine health benefits with a pleasant consumption experience are far more likely to win repeat buyers.

Advertising Strategies That Work

Campaigns that prioritise comfort, functionality, and reliability consistently outperform those that focus on novelty or status, particularly within the fashion, health, home, and finance sectors. On Douyin, silver consumers are most effectively engaged through Ju Liang Qian Chuan and Ju Liang Xing Tu, which drive the majority of advertising traffic. The most impactful results are achieved when paid media is integrated with influencer-led storytelling, delivering both broad exposure and authentic audience engagement.

Content strategies are evolving rapidly. Short-form dramas are capturing attention in the food sector, embedding products within emotional narratives that reflect family bonds and cultural traditions. Health supplements perform best through livestreams that highlight trust and credibility, while fashion gains momentum through influencer try-ons and gifting moments that connect seamlessly with both seniors and their families.

 *(Ju Liang Qian Chuan: ByteDance’s ad platform for Douyin e-commerce, helping brands and sellers run ads to drive sales and traffic.

Ju Liang Xing Tu: ByteDance’s influencer platform, connecting brands with Douyin creators for collaborations and campaigns.)

Shaping the Future of the Silver Economy

China’s silver-haired economy is fast becoming a cornerstone of digital commerce. With rising internet adoption, supportive policies, and evolving lifestyle aspirations, older consumers are redefining what it means to age in the digital era. Ready to explore how your brand can connect with China’s silver-haired consumers? Get in touch with our team to uncover tailored strategies for growth in this rapidly evolving market.