As China's population structure changes, the aging of Chinese society is gradually intensifying, and the silver economy is gradually developing into a hot track. However, there are many types of elderly projects in the market. To stand out among many creative projects, in addition to having practical functions that truly meet the needs of the elderly, another factor is to be able to accurately recognize future development potential by a pair of "smart eyes". After the first release of
36Kr , Wei Lewei made early investment reports, Lewei's value as a social platform for elderly interests has become prominent, attracting many leading investment institutions to come for consultation. Many institutions focusing on ESG trends have also contacted Lewei, and there are also senior practitioners who used to work in major Internet companies who want to join the Lewei team after reading the report. At present, Lewei has started the next financing and team expansion plan.
36Krish-style evolutionary inspiration Lewei founder
For a long time, the elderly seem to be a consumer group that is ignored by various industries. The elderly lack the nourishment of good content and are often misled by some emotional titles or outdated information. Compared with the traditional elderly care industry, which mainly focuses on the needs of physical needs such as nursing homes and nursing workers, co-founder Wang Dong also saw the elderly’s spiritual need for social and high-quality content when living with their parents: many elderly people spend longer online than young people, but they are full of low-quality content. Just as young people can watch 36Kr’s in-depth content, the elderly also need to obtain high-quality content and information, which is also one of the original intentions of Lewei’s establishment.
The Internet time for the elderly
The two founders of Lewei were classmates while studying in the United States. Although the two people have different professional backgrounds, they both began to pay attention to 36Kr's in-depth content on the science and technology innovation Internet in the early days of 36Kr's founding. In particular, co-founder Wang Dong, as a 36Kr, has witnessed the evolution of 36Kr from a content-focused media to an enterprise service platform. 36Kr also runs through Wang Dong's entrepreneurial process: "36Kr evolved from a startup company to a listed company. This process is also a reference and learning model for startups like us. It always encourages our determination and influences our direction."
featured social model, linking the "together" needs of the senior group
Lewei calls its service objects (50-69 years old) the senior group. Most of the group of this age group are fading out of the original work social circle and urgently needs to establish a new circle of friends. Social networking has also begun to transform from work-driven to interest-driven. Wang Dong believes that the senior group is an interactive scenario where they need to gather together and communicate, rather than one-way passive acceptance of knowledge. To this end, Lewei proposed "ing social", that is, live social networking based on live broadcast. Lewei's elderly users can teach singing and dancing instruments through the live broadcast room to share life stories through the microphone. There is no obvious boundary between "teacher" and "student", and the interaction is very frequent, which naturally drives the interest between users in carrying out various activities.
Featured ing social mode
Lewei now opens hundreds of live broadcasts every day, with the highest number of viewers of a single live broadcast reaching 2,278, and each user will stay in Lewei live broadcast room on average for more than 45 minutes.
In addition to ordinary live broadcasts, Lewei also opened a talent anchor competition. Wang Dong was very touched by a detail: "There were several winners' trophys that were damaged during transportation. They all asked us to send a new one to them because they wanted to show it to their children." Wang Dong sighed, "The elderly attach more importance to this trophy than we imagined, and also showed that they still need a sense of accomplishment and psychological needs to be recognized by others."
Opportunities and challenges coexist. Lewei wants to be a forward-looking enterprise like 36Kr
Elderly social networking still belongs to the blue ocean industry. Co-founder Wang Dong frankly said: "Blue ocean represents opportunities, but it is also full of unknown challenges. We must adjust our strategies at any time. At the same time, this industry faces too many stereotypes , and it requires the joint efforts of the whole society to change the environment of the entire industry.”
If Lewei learns and learns is the first step in Lewei's social track for the elderly, then Lewei's future planning also explores more possibilities for the elderly to socialize: "We hope to participate in more elderly services and integrate into smart community , smart senior college and other scenarios. In terms of methods, we will invite professionals from some fields that the elderly are interested in, such as doctors and university professors, to provide more high-quality content, and the security and professionalism are also guaranteed. "
Lewei's forward-looking and planning
Lewei's original intention is to solve the problem of the elderly group's lack of high-quality content and social interaction. Wang Dong said bluntly: "Lewei and 36Kr insist on having strong commonality in vertical and deep cultivation of content, and Lewei is also committed to being a forward-looking, mission-oriented, professional and innovative enterprise like 36Kr. We hope to learn from some ideas of 36Kr’s new products, such as Lingkr, to encourage everyone to share their high-quality content, rather than just being a simple audience. "
The elderly are never the sunset. They still have a vigorous enthusiasm for life, needing attention and caring. At the same time, they also need younger powers. "We want to show everyone the new future of the interests of the elderly and social and lifestyle through 36Kr, and also attract more young people to see the world of the elderly. "Wang Dong said.
