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Shaoxing in Zhejiang province is seeing a growing focus on a new generation of seniors aged 60 to 70.

This age group, which has high purchasing power and a strong appetite for quality living, is shaping new consumption trends that are redefining China's senior market.

Rather than focusing solely on elderly care, today's seniors are pursuing lifestyles that blend wellness, culture, and convenience.

Compared with traditional seniors, this generation is more energetic, better educated, and eager to explore new lifestyles.

Convenient online services such as food delivery have become part of daily life for many elderly residents. Over the past year, online orders for senior-related products have surged in Shaoxing. With their children's help, many have learned to use mobile apps to buy vouchers and take advantage of off-peak discounts.

Lifelong learning is another hallmark of this generation, with thousands of elderly learners enrolled in Shaoxing's senior universities, studying everything from calligraphy and photography to AI video production.

By the end of 2024, Shaoxing had 1.41 million registered residents aged 60 and above, accounting for 31.76 percent of its total population, with those aged 60 to 70 making up more than half.

In response to growing demand, Shaoxing is accelerating the development of senior-friendly industries, with wellness resorts and cultural tourism centers emerging in rural areas and the city integrating eldercare facilities into communities.