博览会中的“老”字主题

何一枫+朱言

10月13日，为期3天的“2017浙江金秋购物节平行主题展会”在杭州白马湖国际会展中心隆重开幕。此次展会是2017浙江金秋购物节最具亮点的活动之一，首次整合“第六届浙江国际养老服务业博览会”“第十四届中国中华老字号精品博览会”“第四届浙江名品展”“第八届浙江省连锁加盟展”“第二届汽车消费展”“第二届‘浙江符号旅游商品展”“浙江名特优农产品展”“第七届19楼相亲嘉年华”等省级十多个品牌主题展会和活动，依照国际化、专业化、市场化的发展方向，以“消费引领生活、供给创造需求”为主题，打造商品集聚、风格集聚、情感集聚的消费产业链展会综合体，给老百姓带来品质、实惠而又舒心的消费盛会。

品质养老，你了解多少

老龄化社会，在中国已经是一个不陌生的话题。目前我国老年人口已经达到2.21亿人，约占总人口的16%；预计到2020年将达到2.43亿人，约占总人口的18%。浙江省是全国人口老龄化程度较高的省份，预计到2020年，浙江省老年人口将达到1186万，占总人口的24%。与全国平均水平相比提前了17年。汹涌而来的“银发潮”，对于中国老龄化社会既是挑战也是机遇，中国养老服务产业迎来了前所未有的高速发展机遇。

10月12日，民政部社会福利中心党委书记甄炳亮、日本静冈县福祉长寿局局长高桥邦典、香港圣公会福利协会服务总监李秀霞，共聚2017第六届浙江国际养老服务业博览会之浙江养老服务业高峰论坛，探讨养老服务标准化建设、推进养老服务质量提升。

“从发展理念来看，当下中国养老服务领域还没有完全形成依标准工作的理念，多数养老机构管理、服务人员文化水平参差不齐，专门标准化研究机构对养老服务研究还很少。”甄炳亮表示。

对此，高桥邦典认为，日本早在1970年便进入了老龄社会，家庭结构小型化、空巢化、家庭的护理功能逐步减弱、老年人的护理等都是日本社会已经经历过的问题，为解决这些社会性难题，2000年日本出台了《护理保险法》。“通过这些年的实践，日本护理保险中的居家和社区服务支出增长十分迅速，远远超过了机构服务支出。这实际上体现了日本护理保险发展的另一个趋势，即重视居家和社区服务的发展，让老年人能够在自己熟悉的环境中接受护理服务。”高桥邦典表示，目前日本大部分老年人已经实现了“原居护理”。

本次浙江国际养老服务业博览会集中展示了300多家品质高、专业性强的企业品牌和服务。浙江绿康集团、杭州郎和国际医养中心、上海佰仁集团等国内知名养老机构；还有蓝谷、思锐等智慧养老企业，“可靠”、“便洁宝”等品质养老产品，德国、日本等国外先进老年智能穿戴和生活照料等用品，以及養老设施设备租赁、融资等类金融产品等均在博览会上向广大老年朋友们亮相。

十九大报告提出“积极应对人口老龄化，构建养老、孝老、敬老政策体系和社会环境，推进医养结合，加快老龄事业和产业发展”的要求。浙江省委、省政府一直重视我省养老事业的发展，提出了服务体系建设的目标。“老有所养”是每个家庭的心愿，近六年来，我省每年一届的“老博会”也为老百姓传递了温暖的声音。

入古出新，发现中国“老字号”里好东西

同仁堂、胡庆余堂、王星记扇子、……随着经济社会的发展，这些从爷爷的爷爷辈就广为流传的老字号，你还记得吗？2017第十四届中国中华老字号精品博览会上，来自20多个省市的近350余家老字号企业集体亮相杭州。

博览会通过老字号品牌的展示，产品的销售和体验，现场为老字号创新场景体验，为消费者发现中国好东西。同时，通过展示老字号镇店之宝、看家绝技等，提升老字号品牌形象，巩固老字号在消费者心目中诚信经营、品质一流代名词的地位。

值得一提的是，面对互联网、新零售时代的到来，90后、95后消费者群体的兴起，老字号企业们也在不断创新，开始玩起了“互联网+”。今年中国中华老字号精品博览会期间，除了全国老字号精品展示展销及中国中华老字号百年品牌高峰论坛，还新增首届老字号线上博览会“传物节·老字号2017”活动及线下“入古定制快闪集”。作为今年老字号博览会一个全新的亮点，也是全国老字号促进工作中的一大创新。第一届老字号线上博览会“传物节·老字号2017”借用全国首家老字号APP线上平台，通过博览会现场体验、互动及线上优惠、促销等营销方式，将老字号推向广大消费者与市场。

首届‘传物节将大半个中国的老字号都搬到了用户的‘手机上。”“老字号APP”运营团队、入古CEO瑶一表示，希望通过“传物节”传递“传承家的感觉”，尽管与淘宝购物节仅有一字之差，但希望“传物节”可以联结有意义的东西，商业深度发展、购买效率提升都是情感驱动的行为需求。

“振兴老字号是商贸领域的重点工作，也是我们国家品牌战略的重要内容。”浙江省老字号企业协会常务副会长兼秘书长丁惠敏在发布会上说道，老字号企业的发展正迎来越来越好的机遇，线上线下融合已是老字号必然方向，越来越多的电商平台已经参与到老字号电商化改造的工作中。同时，科创、文创是老字号发展的两大法宝，老字号博览会希望成为老字号品牌展示平台、交易平台。

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