博覽會(huì)中的“老”字主題

何一楓+朱言

10月13日，為期3天的“2017浙江金秋購(gòu)物節(jié)平行主題展會(huì)”在杭州白馬湖國(guó)際會(huì)展中心隆重開(kāi)幕。此次展會(huì)是2017浙江金秋購(gòu)物節(jié)最具亮點(diǎn)的活動(dòng)之一，首次整合“第六屆浙江國(guó)際養(yǎng)老服務(wù)業(yè)博覽會(huì)”“第十四屆中國(guó)中華老字號(hào)精品博覽會(huì)”“第四屆浙江名品展”“第八屆浙江省連鎖加盟展”“第二屆汽車(chē)消費(fèi)展”“第二屆‘浙江符號(hào)旅游商品展”“浙江名特優(yōu)農(nóng)產(chǎn)品展”“第七屆19樓相親嘉年華”等省級(jí)十多個(gè)品牌主題展會(huì)和活動(dòng)，依照國(guó)際化、專(zhuān)業(yè)化、市場(chǎng)化的發(fā)展方向，以“消費(fèi)引領(lǐng)生活、供給創(chuàng)造需求”為主題，打造商品集聚、風(fēng)格集聚、情感集聚的消費(fèi)產(chǎn)業(yè)鏈展會(huì)綜合體，給老百姓帶來(lái)品質(zhì)、實(shí)惠而又舒心的消費(fèi)盛會(huì)。

品質(zhì)養(yǎng)老，你了解多少

老齡化社會(huì)，在中國(guó)已經(jīng)是一個(gè)不陌生的話(huà)題。目前我國(guó)老年人口已經(jīng)達(dá)到2.21億人，約占總?cè)丝诘?6%；預(yù)計(jì)到2020年將達(dá)到2.43億人，約占總?cè)丝诘?8%。浙江省是全國(guó)人口老齡化程度較高的省份，預(yù)計(jì)到2020年，浙江省老年人口將達(dá)到1186萬(wàn)，占總?cè)丝诘?4%。與全國(guó)平均水平相比提前了17年。洶涌而來(lái)的“銀發(fā)潮”，對(duì)于中國(guó)老齡化社會(huì)既是挑戰(zhàn)也是機(jī)遇，中國(guó)養(yǎng)老服務(wù)產(chǎn)業(yè)迎來(lái)了前所未有的高速發(fā)展機(jī)遇。

10月12日，民政部社會(huì)福利中心黨委書(shū)記甄炳亮、日本靜岡縣福祉長(zhǎng)壽局局長(zhǎng)高橋邦典、香港圣公會(huì)福利協(xié)會(huì)服務(wù)總監(jiān)李秀霞，共聚2017第六屆浙江國(guó)際養(yǎng)老服務(wù)業(yè)博覽會(huì)之浙江養(yǎng)老服務(wù)業(yè)高峰論壇，探討?zhàn)B老服務(wù)標(biāo)準(zhǔn)化建設(shè)、推進(jìn)養(yǎng)老服務(wù)質(zhì)量提升。

“從發(fā)展理念來(lái)看，當(dāng)下中國(guó)養(yǎng)老服務(wù)領(lǐng)域還沒(méi)有完全形成依標(biāo)準(zhǔn)工作的理念，多數(shù)養(yǎng)老機(jī)構(gòu)管理、服務(wù)人員文化水平參差不齊，專(zhuān)門(mén)標(biāo)準(zhǔn)化研究機(jī)構(gòu)對(duì)養(yǎng)老服務(wù)研究還很少?！闭绫帘硎?。

對(duì)此，高橋邦典認(rèn)為，日本早在1970年便進(jìn)入了老齡社會(huì)，家庭結(jié)構(gòu)小型化、空巢化、家庭的護(hù)理功能逐步減弱、老年人的護(hù)理等都是日本社會(huì)已經(jīng)經(jīng)歷過(guò)的問(wèn)題，為解決這些社會(huì)性難題，2000年日本出臺(tái)了《護(hù)理保險(xiǎn)法》?！巴ㄟ^(guò)這些年的實(shí)踐，日本護(hù)理保險(xiǎn)中的居家和社區(qū)服務(wù)支出增長(zhǎng)十分迅速，遠(yuǎn)遠(yuǎn)超過(guò)了機(jī)構(gòu)服務(wù)支出。這實(shí)際上體現(xiàn)了日本護(hù)理保險(xiǎn)發(fā)展的另一個(gè)趨勢(shì)，即重視居家和社區(qū)服務(wù)的發(fā)展，讓老年人能夠在自己熟悉的環(huán)境中接受護(hù)理服務(wù)?！备邩虬畹浔硎荆壳叭毡敬蟛糠掷夏耆艘呀?jīng)實(shí)現(xiàn)了“原居護(hù)理”。

本次浙江國(guó)際養(yǎng)老服務(wù)業(yè)博覽會(huì)集中展示了300多家品質(zhì)高、專(zhuān)業(yè)性強(qiáng)的企業(yè)品牌和服務(wù)。浙江綠康集團(tuán)、杭州郎和國(guó)際醫(yī)養(yǎng)中心、上海佰仁集團(tuán)等國(guó)內(nèi)知名養(yǎng)老機(jī)構(gòu)；還有藍(lán)谷、思銳等智慧養(yǎng)老企業(yè)，“可靠”、“便潔寶”等品質(zhì)養(yǎng)老產(chǎn)品，德國(guó)、日本等國(guó)外先進(jìn)老年智能穿戴和生活照料等用品，以及養(yǎng)老設(shè)施設(shè)備租賃、融資等類(lèi)金融產(chǎn)品等均在博覽會(huì)上向廣大老年朋友們亮相。

十九大報(bào)告提出“積極應(yīng)對(duì)人口老齡化，構(gòu)建養(yǎng)老、孝老、敬老政策體系和社會(huì)環(huán)境，推進(jìn)醫(yī)養(yǎng)結(jié)合，加快老齡事業(yè)和產(chǎn)業(yè)發(fā)展”的要求。浙江省委、省政府一直重視我省養(yǎng)老事業(yè)的發(fā)展，提出了服務(wù)體系建設(shè)的目標(biāo)?！袄嫌兴B(yǎng)”是每個(gè)家庭的心愿，近六年來(lái)，我省每年一屆的“老博會(huì)”也為老百姓傳遞了溫暖的聲音。

入古出新，發(fā)現(xiàn)中國(guó)“老字號(hào)”里好東西

同仁堂、胡慶余堂、王星記扇子、……隨著經(jīng)濟(jì)社會(huì)的發(fā)展，這些從爺爺?shù)臓敔斴吘蛷V為流傳的老字號(hào)，你還記得嗎？2017第十四屆中國(guó)中華老字號(hào)精品博覽會(huì)上，來(lái)自20多個(gè)省市的近350余家老字號(hào)企業(yè)集體亮相杭州。

博覽會(huì)通過(guò)老字號(hào)品牌的展示，產(chǎn)品的銷(xiāo)售和體驗(yàn)，現(xiàn)場(chǎng)為老字號(hào)創(chuàng)新場(chǎng)景體驗(yàn)，為消費(fèi)者發(fā)現(xiàn)中國(guó)好東西。同時(shí)，通過(guò)展示老字號(hào)鎮(zhèn)店之寶、看家絕技等，提升老字號(hào)品牌形象，鞏固老字號(hào)在消費(fèi)者心目中誠(chéng)信經(jīng)營(yíng)、品質(zhì)一流代名詞的地位。

值得一提的是，面對(duì)互聯(lián)網(wǎng)、新零售時(shí)代的到來(lái)，90后、95后消費(fèi)者群體的興起，老字號(hào)企業(yè)們也在不斷創(chuàng)新，開(kāi)始玩起了“互聯(lián)網(wǎng)+”。今年中國(guó)中華老字號(hào)精品博覽會(huì)期間，除了全國(guó)老字號(hào)精品展示展銷(xiāo)及中國(guó)中華老字號(hào)百年品牌高峰論壇，還新增首屆老字號(hào)線(xiàn)上博覽會(huì)“傳物節(jié)·老字號(hào)2017”活動(dòng)及線(xiàn)下“入古定制快閃集”。作為今年老字號(hào)博覽會(huì)一個(gè)全新的亮點(diǎn)，也是全國(guó)老字號(hào)促進(jìn)工作中的一大創(chuàng)新。第一屆老字號(hào)線(xiàn)上博覽會(huì)“傳物節(jié)·老字號(hào)2017”借用全國(guó)首家老字號(hào)APP線(xiàn)上平臺(tái)，通過(guò)博覽會(huì)現(xiàn)場(chǎng)體驗(yàn)、互動(dòng)及線(xiàn)上優(yōu)惠、促銷(xiāo)等營(yíng)銷(xiāo)方式，將老字號(hào)推向廣大消費(fèi)者與市場(chǎng)。

首屆‘傳物節(jié)將大半個(gè)中國(guó)的老字號(hào)都搬到了用戶(hù)的‘手機(jī)上?！薄袄献痔?hào)APP”運(yùn)營(yíng)團(tuán)隊(duì)、入古CEO瑤一表示，希望通過(guò)“傳物節(jié)”傳遞“傳承家的感覺(jué)”，盡管與淘寶購(gòu)物節(jié)僅有一字之差，但希望“傳物節(jié)”可以聯(lián)結(jié)有意義的東西，商業(yè)深度發(fā)展、購(gòu)買(mǎi)效率提升都是情感驅(qū)動(dòng)的行為需求。

“振興老字號(hào)是商貿(mào)領(lǐng)域的重點(diǎn)工作，也是我們國(guó)家品牌戰(zhàn)略的重要內(nèi)容?！闭憬±献痔?hào)企業(yè)協(xié)會(huì)常務(wù)副會(huì)長(zhǎng)兼秘書(shū)長(zhǎng)丁惠敏在發(fā)布會(huì)上說(shuō)道，老字號(hào)企業(yè)的發(fā)展正迎來(lái)越來(lái)越好的機(jī)遇，線(xiàn)上線(xiàn)下融合已是老字號(hào)必然方向，越來(lái)越多的電商平臺(tái)已經(jīng)參與到老字號(hào)電商化改造的工作中。同時(shí)，科創(chuàng)、文創(chuàng)是老字號(hào)發(fā)展的兩大法寶，老字號(hào)博覽會(huì)希望成為老字號(hào)品牌展示平臺(tái)、交易平臺(tái)。

A three-day shopping gala started at Hangzhou White Horse Lake International Conference & Exhibition Center on October 13， 2017. The gala integrated a number of exhibitions designed to promote products and services in various fields. Major exhibitors included those specialized in health and medical care for senior citizens， time-honored brands， provincial famous brands， franchises， automobile shows， tourist souvenirs， farm products， product/service for wedding and wedding-related business， and financial services for the aged.endprint

Service providers for the aged population in Chinas play a big role in taking care of the aged now as the aged population amount to over 221 million， accounting for about 16% of the total population. Zhejiang as a province is highly concerned with the aging and the aged of the population. It is estimated that the aged will rise to 11.86 million in 2020， accounting for about 24% of the population， which means the province is 17 years ahead of the national average to enter the aged society.

At the gala， over 300 product/service providers for seniors displayed their brands. Devices from Germany and Japan opened eyes for the visitors. Visitors were able to see how they could access products and services. Some financial services were there to inform seniors on how to manage their assets to satisfy their needs of medical and health care.

One day before the gala， a summit forum was held in Hangzhou to boost the service industry for seniors. The participants discussed the issues such as service standardization and quality assurance. A Japanese representative gave a keynote speech， addressing the issues concerning the aged that Japan has encountered and handled since 1970.

Medical services and care for the aged are a key aspect in the provinces social and economic growth. The 19th CPC national congress put forward a guideline to develop the care for the aged. Over the past 6 years， the same exhibition for the aged has been annually held， testifying to the priority the province has given to this issue.

Another big part of the gala was also about the old， but in a different way. The old here refers to over 350 time-honored brands on display at a special exhibition during the gala. These old brands came from more than 20 provinces and municipalities. Many of them were several hundred years old. Unlike the health and medical care providers who try to understand the aged so that they can provide best service and product for them， these time-honored brands are trying their utmost to cater to the young， especially young consumers born in the 1990s. Many of these old brands have turned to internet to enhance accessibility. Most of them had prepared a mobile app for the exhibition， considering it a good opportunity to promote business and awareness. These apps are placed on a joint platform so that these old brands are made easily available to the young at a touch.

“Rejuvenating time-honored brands is a top priority of our work. Moreover， it is a key part of the nations brand strategy，” said Ding Huiming， secretary-general of the Zhejiang Association for Time-Honored Brands， at a press conference for launching the platform for old brands. He said offline and online operations were equally important and emphasized that more and more old brands were embracing the internet. Introducing innovation and modern science and technology to old brands is now a trend.endprint