“她經濟”中的新老年人：海淘消費增速超95後
隨着“她經濟”崛起、智能手機在老齡人口中加速普及，女性“銀髮族”消費正成為電商消費
中的新力量。
3月8日，天貓國際公佈的一組進口消費數據顯示，過去半年，55以上女性“銀髮族”進口消費同比增長59%，增速超過95後，美容、健康、智能、户外是她們的海淘關鍵詞。
“與30年前相比，互聯網時代的銀髮族是一批‘新老年人’，人生態度和消費觀念都已發生改變。她們有自己的生活目標，更在意消費品質，購買行為也更理性和果敢。”天貓國際相關負責人表示，女性人羣中，60後消費增速已超過95後，是海淘新興人羣。
當95後年輕人忙着生髮時，愛美的60後阿姨緊跟潮流，用起了進口脱毛儀。數據顯示，女性銀髮族過去半年購買進口脱毛儀的金額同比增長139%，超過95後的86%。
健康養生是她們關愛自己的日常。進口保健商品、細分的眼部按摩儀、進口保健膳食，都被裝進購物車。
熱愛生活的“新老年人”，重視家居生活的品質，開始給傳統家電更新換代。智能小家電頗受歡迎，數據顯示，女性銀髮族在天貓國際購買進口電動拖把、擦窗機器人、廚師機、空氣淨化器等商品呈三位數增長。
“説走就走的旅行”不是年輕人的專屬，有錢有閒、尋找新人生意義的銀髮族們開始熱衷旅遊，户外和旅行用品的消費增加。天貓國際上，女性銀髮族購買運動户外類用品的金額過去半年同比增長41%，旅行護膚套裝的銷售額同步增長26倍。
此外，女性銀髮族對孫輩的關愛也體現在進口奶粉、網課用品的消費上。過去半年，銀髮族購買進口文具、激光打印機的增速超200%，進口奶粉、寶寶零食、營養品、護膚品的消費金額同比增長超50%。
實際上，改革開放40多年來，中國持續開放，“進口貨”早已不是稀有物。伴隨國內電商高速發展、數字跨境物流供應鏈基建逐步完善，海淘消費日益普及。人們買進口商品的方式也從最初的“特供”、“人肉背貨”、“代購”，發展到在家打開淘寶就能買到豐富的進口貨。
如今，“普惠化”與“年輕化”已成為國內進口消費的關鍵詞。德勤聯合天貓國際發佈的《中國進口消費市場研究報吿2020》顯示，90、95後年依舊是進口消費的主力人羣，但2020年開始，進口消費加速線上化，消費者年齡代際也向一老一少兩端延展，00後和50後消費增長最快。
2020年以來，疫情影響下出境遊熔斷，推動進口消費加速線上化，進口品牌更多通過天貓國際等電商平台進入中國市場，滿足國人各類新消費需求。截至目前共有全球87個國家和地區的29000多個海外品牌入駐天貓國際，覆蓋了5800多個品類，其中8成以上品牌首次入華。
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