Recently, with the approval of the Guangzhou Silver Hair Economy and Elderly Care Service Joint Conference, the "Notice of Guangzhou Municipal Government and Guangzhou Municipal Bureau of Commerce on Issuing the Implementation Plan for Cultivating Silver Hair Consumption Scenarios in Guangzhou" (hereinafter referred to as the "Plan") was officially issued, proposing 14 specific measures around "bringing immersive consumption experiences for the elderly group that can be seen, tried, purchased, and enjoyed immediately". Among them, it is mentioned to leverage the leading role of large-scale events such as the Guangzhou Elderly Expo and the Smart Health Equipment Innovation Design Competition, hold industry docking activities, release exhibition effects, and drive the upgrading of the silver hair industry.

Implementation Plan for Cultivating Silver Hair Consumption Scenarios in Guangzhou City

In order to implement the national strategy of actively responding to population aging, and to implement the "Opinions of the General Office of the State Council on Developing the Silver Hair Economy and Enhancing the Welfare of the Elderly" (Guobanfa [2024] No. 1), the "Notice of the Ministry of Civil Affairs and 24 other departments on Issuing Several Measures to Further Promote the Consumption of Elderly Care Services and Improve the Quality of Life of the Elderly" (Minfa [2024] No. 52), the "Notice of the General Office of the People's Government of Guangdong Province on Issuing the Implementation Plan for Promoting the High quality Development of the Silver Hair Economy and Enhancing the Welfare of the Elderly in Guangdong Province" (Yuefuban [2025] No. 4), and the "Notice of the Guangzhou Municipal Development and Reform Commission on Issuing Several Measures to Promote the High quality Development of the Silver Hair Economy in Guangzhou" (Suimin [2024] 110) Create a new set of silver hair consumption scenarios, This plan is formulated to support the high-quality development of Guangzhou's silver economy through silver hair consumption.

1、 Overall requirements

2、 Main tasks

（1） Building a multi form consumption platform

1. Establish a silver hair consumption zone to enhance the silver hair consumption experience. Actively guide major supermarkets and e-commerce platforms to set up silver hair zones, promote aging friendly design in the zones, strengthen product selection and quality control, sell healthy, safe, and high-quality products that meet the consumption needs of the elderly, and combine with home aging friendly renovation "rejuvenation" activities to concentrate on the exhibition and sale of various subsidized products. (Responsible units: Municipal Bureau of Commerce, Civil Affairs Bureau, each responsible according to their departmental functions; the following tasks need to be implemented by each district government and will not be listed one by one, the same below)

2. Hold the "Lehuo Yangcheng" series of silver age markets to expand the awareness of high-quality products. Strictly select a group of qualified and highly collaborative enterprises and social organizations, and use local exhibition halls, large supermarkets, pedestrian streets, cultural squares, community elderly care service facilities and other resources to hold the "Lehuo Yangcheng" series of silver age markets. Through park tours, roadshows and other forms, focus on promoting, advertising and selling high-quality silver hair consumer products, gradually promoting the market-oriented operation of the market. (Responsible units: Municipal Civil Affairs Bureau, Commerce Bureau)

3. Explore the construction of a silver hair consumption complex to boost demand for silver hair consumption. Incorporate the construction of silver hair consumption complexes into the development plan of silver hair economy space, support the construction of silver hair consumption shopping malls, supermarkets or shopping streets in the form of renovation, new construction, etc., meet the needs of the elderly in terms of business combination, aging friendly design, and service functions, and provide integrated consumption places such as social, shopping, catering, therapy, fitness, entertainment, etc. for the elderly. (Responsible units: Municipal Civil Affairs Bureau, Development and Reform Commission, Planning and Natural Resources Bureau, Commerce Bureau)

4. Build a silver hair product experience center and optimize one-stop consumption. Effectively utilize the space of silver economy industrial parks, large shopping malls, and other places, integrate the advantages of e-commerce platforms and silver enterprises, create a one-stop consumer experience center that integrates various daily necessities, furniture products, intelligent terminals, assistive devices, wearable devices, service robots, and other fields, and cultivate a silver consumption industry cluster; In conjunction with the pilot construction of the 15 minute convenient living circle in the city, elderly friendly living experience centers (stores) will be set up in health centers, health service stations, elderly care institutions, and health care communities where conditions permit. These centers will gather health service products, home care service supplies, life aids, home care equipment, and other products to provide doorstep experience, rental, and other services for elderly people and their families in the surrounding area. (Responsible units: Municipal Civil Affairs Bureau, Industry and Information Technology Bureau, Commerce Bureau)

5. Encourage "front store, back factory" and explore new business models. Encourage silver haired economic enterprises that master characteristic production techniques to open retail stores along the street, reduce intermediate links between production and sales, strengthen consumer interaction and experience, timely understand market demand and feedback, reduce operating costs, and improve consumer awareness and trust in products. (Responsible units: Municipal Civil Affairs Bureau, Industry and Information Technology Bureau, Commerce Bureau)

（2） Organize multi-channel consumer promotion activities

6. Carry out the "rejuvenation" activity of home aging adaptation renovation. Strengthen support for consumers to trade in old products for new ones, provide subsidies for consumers to purchase products related to home aging renovation at activity enterprises, promote the market-oriented development of home aging renovation, meet the needs of elderly people for home aging renovation, improve the living environment and quality of home, and promote the development of the silver economy. (Responsible units: Municipal Civil Affairs Bureau, Development and Reform Commission, Commerce Bureau, Industry and Information Technology Bureau)

7. Carefully organize the "Elderly Care Service Consumption Promotion Month". October is designated as the "Elderly Care Service Consumption Promotion Month" every year, actively guiding market entities to actively participate in a series of activities during the consumption month. This includes consumer subsidies, preferential benefits, and free experiences from enterprises in the fields of aging friendly homes, smart products, elderly food, elderly tourism, elderly clothing, sports and leisure, elderly finance, medical and health, etc. These measures effectively transform the consumption needs of the elderly into economic benefits and create a "new blue ocean" for the silver economy. (Responsible units: Municipal Civil Affairs Bureau, Industry and Information Technology Bureau, Commerce Bureau, Culture, Radio, Television and Tourism Bureau, Health Commission, Market Supervision Bureau)

8. Continuously optimize the design of promotional activities for physical stores. Actively guide the silver haired economy to promote consumption activities, encourage major commercial districts to organize and summarize preferential activities by season and theme, and focus on promoting and advertising them, attracting elderly people to participate in physical store consumption; Activate banks to collaborate with enterprises and merchants to design silver hair consumption discounts, further enriching the forms of silver hair consumption promotion and increasing the intensity of silver hair consumption discounts. (Responsible units: Municipal Bureau of Commerce, Civil Affairs Bureau)

（3） Strengthen multi-dimensional element guarantee

9. Establish an industrial consortium to gather development forces. Mobilize representative silver economy enterprises and units, establish a silver economy industry consortium, integrate industry advantages resources, build a Guangzhou silver economy industry ecosystem, strengthen the sharing of silver economy standards, channels, technologies, products and other resources, industrial technology exchanges, and collaborative innovation of the industry chain. (Responsible units: Municipal Civil Affairs Bureau, Development and Reform Commission, Science and Technology Bureau, Industry and Information Technology Bureau)

10. Enrich product supply to meet consumer demand. Deepen the application of the survey results on the needs of the elderly, classify and sort out the common and high-frequency needs of silver hair consumption in different age groups, and optimize the supply of silver hair products by encouraging local product research and development upgrades, introducing high-quality products from other places, etc. Encourage and support various social capital to participate in the investment and operation of silver hair tourism trains, and meet the diverse, multi-level, and personalized needs of the elderly in various fields such as "clothing, food, housing, transportation, health, culture, tourism, and clothing". (Responsible units: Municipal Civil Affairs Bureau, Commerce Bureau, Culture, Radio, Television and Tourism Bureau, Statistics Bureau, Guangzhou Investigation Team of National Bureau of Statistics)

11. Increase financial support and stimulate consumer vitality. Collaborate with the national financial regulatory authorities in Guangzhou to mobilize financial institutions to implement the Silver Hair Economy Special Action, supporting the development of elderly care systems, silver hair scenes, livable environments for the elderly, and elderly care services; Include more and better elderly products, services, and age appropriate renovation products in the scope of government subsidies, trade in programs, and other consumer policies to encourage silver hair consumption with real money. (Responsible units: Municipal Party Committee Financial Office, Municipal Development and Reform Commission, Civil Affairs Bureau, Commerce Bureau)

12. Increase space supply to meet development needs. Fully tap into the utilization value of idle industrial plants, commercial buildings, commercial facilities and other resources, continuously promote the transformation and upgrading of idle building resources, optimize their functions and improve their quality and efficiency, and achieve the development of the silver industry supported by existing spatial resources; Optimize the use of public cultural spaces and elderly care facilities, and launch staggered entertainment products and public services for the elderly population. (Responsible units: Municipal Planning and Natural Resources Bureau, Civil Affairs Bureau, Culture, Radio, Television and Tourism Bureau)

13. Strengthen the protection of rights and interests and create a favorable environment. Efforts should be made to effectively protect the consumption rights and interests of the elderly, open up channels for complaints and reports of silver hair consumption, crack down on illegal and irregular behaviors such as false advertising and online fraud, and create a safe and reassuring environment for silver hair consumption. Adhere to the correct direction of public opinion, increase publicity efforts for the silver hair consumption series activities, and expand the scope of awareness. (Responsible units: Municipal Civil Affairs Bureau, Public Security Bureau, Commerce Bureau, Market Supervision Bureau)

Release the exhibition effect and promote industrial upgrading. Give full play to the leading role of large-scale events such as the China International Aging Industry Expo, the China (Guangzhou) International Elderly Health Industry Expo, and the Smart Health Equipment Innovation Design Competition, support relevant institutions to hold industry docking activities, accelerate the release of exhibition vitality, drive the upgrading of our city's silver industry, attract high-quality enterprises from other places to develop in Guangzhou, and create a "new engine" for talent gathering. (Responsible units: Municipal Civil Affairs Bureau, Commerce Bureau)

3、 Job requirements

Give full play to the role of the Joint Conference on Silver Hair Economy and Elderly Care Services in the city. Each department should take the initiative to strengthen departmental coordination and urban linkage, timely and effectively share resources and information, coordinate and promote the implementation and refinement of various work, accelerate the creation of silver hair consumption scenarios, and use scenarios to drive consumption. Adhere to market-oriented operation, extensively mobilize social resources, encourage and guide enterprises, business districts, and social organizations to jointly cultivate new scenes of silver hair consumption, strengthen communication and interaction among the government, enterprises, and the elderly, effectively play the leading role of high-quality market entities, collaborate to cultivate silver hair consumption scenes, and promote silver hair consumption. Widely solicit suggestions, optimize scene design, summarize excellent experience, and strengthen publicity and promotion during the implementation process of work promotion. Regularly organize elderly friendly business districts, high-quality consumer enterprises, and trustworthy consumer products (services) to create a silver hair consumer brand.