搏击俱乐部
Finding joy in later life_我的网站
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Wu's unexpected debut was made possible by a short drama experience program launched by Hengdian World Studios, one of China's largest film and television production bases, in Jinhua, East China's Zhejiang Province. Designed for ordinary visitors rather than professional actors, the program allows tourists to put on costumes, choose scripts, step in front of cameras and receive a professionally edited short video as a "souvenir."
For several hundred yuan, participants complete the entire process - from styling and filming to post-production - and walk away with a one- or two-minute clip in which they become the protagonist of their own story.
According to representatives of the program, a version of the hit TV drama Zhenhuan Zhuan, or Empresses in the Palace, featuring a group of middle-aged and elderly women went viral and garnered more than 1 million views less than 15 minutes after the video was released in September 2022, drawing widespread attention to the trend of ordinary people trying their hand at acting. Today, such experiences have expanded to more visitors, with senior tourists becoming one of the program's key participants.
"This is not an isolated phenomenon limited to one film base," Zhang Yi, CEO of market research firm iiMedia, told the Global Times. He said the trend has grown amid a downturn in the film and television industry, where the shift of production bases across China from "serving only professional crews" to "serving ordinary people" has converged with the rise of new silver economy consumption trends.
At the same time, the trend provides a new direction in the development of the silver economy: Elderly consumers are increasingly seeking experiences that provide enjoyment, self-expression and social connection, Zhang said.
From outsiders to insiders
Hengdian microfilm project director Zhang Jinquan told the Global Times that during this year's summer season, his team has received dozens of visitors every day, with the number sometimes reaching more than 100 during peak periods. Elderly visitors make up a large proportion of participants.
"We hope people can experience the fun of film and television," Zhang said, adding that the team provides a full range of services, including costume design, script selection and acting guidance.
For Wu's daughter, however, her mother's decision to "go shoot a movie" initially came as a surprise.
Many of her old friends who sang and hung out with her had gradually lost touch for various reasons. When I came home from work, I could see she often felt lonely."
Wu is among a growing number of older people who are stepping into studios and transforming themselves from audiences into performers. For many retirees, the experience is not simply about making a video; it is a chance to rediscover confidence, creativity and social interaction.
According to Zhang Jinquan, elderly participants often choose historical costume scripts, with many showing unexpected talent after receiving professional coaching.
"When we opened these projects to the public, we believed that the film industry itself was changing," Zhang Jinquan said.
"With the rise of micro dramas and AI-generated short dramas, filmmaking is no longer something distant and unreachable. Ordinary people can also participate and experience it."
"When choosing experiential activities such as short drama shoots and traditional-style photo sessions, middle-aged and elderly tourists tend to place greater emphasis on cultural depth, a sense of ceremony, nostalgia and quality experiences. They are particularly drawn to the value of fulfilling long-held dreams, creating meaningful memories and sharing their experiences with others," another representative from the studios told the Global Times.
The popularity of these programs also reflects a broader change in elderly consumption patterns. Zhang Yi said that traditional senior consumption was once largely centered around tourism, healthcare products and daily necessities. Now, more elderly consumers are willing to pay for interests, emotional value and meaningful experiences.
Beyond acting in Hengdian, other forms of experience-based consumption, including ancient-Chinese-style photography, senior study tours, and cultural workshops are gaining popularity among the older generations.
In June, 150 elderly participants traveled to the Ancient City of Ping Yao in North China's Shanxi Province for an immersive cultural study program. Instead of simply visiting historical sites, they combined online learning with on-site practice, conducting poetry recitations in ancient streets, studying Shanxi merchant culture at exhibition halls and creating their own works with guidance from professional art instructors, as reported by cnr.com.
Hengdian World Studios has also introduced study tour programs such as "Learning history through film and television" to better meet the diverse needs of senior visitors.
Such activities show that senior tourism is evolving from simple sightseeing into a combination of learning, participation and personal expression, Zhang said.
In fact, China's experience economy among the older generation is receiving policy support. China's Ministry of Civil Affairs, the Publicity Department of the Communist Party of China Central Committee and 10 other departments have launched the "Enjoy your silver age" campaign, focusing on areas including elderly cultural activities, creative industries and social engagement to encourage new consumption opportunities for seniors.
According to estimates from multiple institutions, China's silver economy has already approached 10 trillion yuan ($1.48 trillion) in scale and is expected to reach around 30 trillion yuan by 2035, accounting for roughly 10 percent of the country's GDP. Sectors including elderly finance, smart healthcare, senior education and tourism-based wellness are expected to become major growth areas, according to a report from people.cn.
The report pointed out that against this background, precisely catering to the needs of seniors has become a key focus. For industry observers, the next challenge is how to better understand the emotional and social needs of older consumers.
Zhang Yi noted that the future of the silver economy is not only about providing care, but also about creating products and experiences that allow seniors to pursue their interests, express themselves and build connections.
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二 | “河港如海港”从愿景变为现实。今天，杭州下沙港海关监管作业场所正式启用，杭州交投所属港务集团与宁波远洋签下合作协议，标志着杭州首个千吨级内河港口正式具备外贸货物进出口通关作业能力，杭州制造企业“货到下沙、查验跑口岸、放行等宁波”的分割体验将成为历史。依托“浙江e港通”数字化平台，下沙港积极探索港务、关务、船务一体化融合发展新模式，真正成为杭企“家门口的出海口”。“以前出口沙发，空箱调拨、公路转关、口岸查验要对接多方，现在走‘下沙—乍浦—宁波’海河联运，码头直接查验放行，综合物流成本下降约20%。
三 | ”顾家家居物流负责人算了一笔账，得益于“一站式”通关模式的省时省力，企业将稳步提升下沙港的出货占比，充分发挥家门口口岸通道的优势。
四 | “省下的都是利润，更是我们在海外报价的底气。”作为杭州首个千吨级内河港，下沙港也是京杭运河二通道核心配套枢纽港。依托得天独厚的水运区位优势，港区已开通至乍浦、宁波舟山港等13条航线，64标箱船舶实现“天天班”往返，海河联运路网日趋成熟。
五 | 此次海关监管作业场所投用，企业无需再把货拉到海关排队，港区一次查验、数据直通口岸。“港口不只是一个码头，更是城市给外贸企业降本增效的接口。”杭州交投集团相关负责人表示。下沙港监管场所启用后，杭州本地千吨级内河港首次具备完整临港监管功能，钱塘、临平、萧山及绍兴、嘉兴周边的外贸企业，不必再为“找口岸、等查验、调空箱”费时费力，可将更多重心放回产品研发与市场接单上。据悉，自2023年7月开港以来，下沙港运营态势良好：截至今年上半年，累计完成集装箱吞吐量48.5万标箱、散杂货吞吐量超1100万吨。
六 | 同时，下沙港服务已覆盖超1000家企业，涉及汽车、智能制造、机械、家具、纺织等多个产业，每年为腹地企业平均降低物流成本超千万元，显著优化了区域营商环境。在智慧赋能、绿色转型的发展趋势下，下沙港持续探索内河航运高质量发展新路径，打造“绿色能源+多式联运+数字化”发展模式，成功入选“首批全国绿色货运发展典型实践案例”，为全国内河航运绿色化发展提供了可借鉴的“杭州方案”，有力推动水运物流行业从“高能耗、高排放”向“智慧化、低碳化”转型。“政府指明方向，企业更有底气。”杭州港务集团表示，如今在“航运浙江”“交通物流降本提质增效”等政策指引下，公司正积极探索将新能源船舶调度纳入智慧系统，构建“零碳航运”数字地图，深度赋能杭甬双城记建设和长三角一体化高质量发展，打造高效便捷的“水水中转”通道，为杭州推进高水平对外开放，加快建设高能级开放强市作出积极贡献。随着海关监管场所启用，这座“黄金水道”上的内河港，正把城市开放能级翻译成企业家看得见的数字：少跑一趟车、少等一天关、少花一笔钱。
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