The Ministry of Civil Affairs and 8 other departments recently jointly issued the "Several Measures on Cultivating Elderly Care Service Operators to Promote the Development of Silver Hair Economy", focusing on brand building, supply and demand platform construction, and development environment optimization. 14 specific measures have been introduced to further cultivate elderly care service operators and promote the development of silver hair economy. The development potential and prospects of China's silver economy are enormous. By the end of 2024, the population of elderly people aged 60 and above in China will reach 310 million. It is expected that by 2035, the number of this group will exceed 400 million, and the scale of the silver economy is expected to exceed 30 trillion yuan. Promote brand building and make business entities more attractive. The cultivation of trademark brands for elderly care services is crucial for promoting high-quality development of the silver economy. The document clearly proposes several measures to encourage chain elderly care service operators to set up distinctive signs and plaques with brand characteristics, encourage provincial civil affairs departments to promote the standardization of the names and signs of various elderly care service operators, and select the best elderly care service brands to be included in the Chinese consumer goods matrix. These measures encourage elderly care service operators to polish their brands and establish their own brands, providing comprehensive guidance and support in brand shaping, protection, and promotion, and providing clear policy paths for cultivating well-known brands in the field of elderly care services and strengthening leading enterprises. Build a supply and demand docking platform to make consumption more convenient and adaptable. In Zhejiang, a provincial-level silver hair economic industrial park has been established, with a silver hair economic output value of nearly 2.8 billion yuan; In Shaanxi, the Silver Hair Economy Industry Catalog has been released for two consecutive years, including 9 types of aging friendly products in the scope of trade in, driving consumption of nearly 1.2 billion yuan... Various regions have continuously opened up the supply and demand docking points for silver hair consumption, achieving phased results. Facing the vast elderly population and their increasingly diverse demands for elderly care services, how to further unleash the potential of silver hair consumption and create an elderly friendly consumption environment has become a "must answer question". In terms of optimizing elderly care services and providing age appropriate products, it is proposed to guide elderly care service institutions to develop community-based home-based elderly care through chain operation; Encourage the research and development of cosmetics suitable for the elderly, and develop and process foods that are low in sugar, high in protein, and easy to chew for the elderly. In terms of building a supply and demand docking platform, support is provided for large commercial complexes, chain supermarkets, etc. to open aging friendly consumption zones, facilitating online and offline consumption for the elderly. Optimize the development environment and make the market order more standardized. In recent years, China has introduced numerous preferential policies in areas such as land, taxation, talent, and funding, leading to the rapid development and growth of various elderly care service operators, especially the private economy. By the end of 2025, there will be 41700 elderly care institutions and 722000 employees nationwide. Among them, private and public nutrition institutions account for 71.9%. It can be said that social forces have become the main force in the diversified supply of elderly care services. In order to further build a standardized, orderly, and dynamic market ecology for elderly care services, the document has formulated a series of practical measures in creating a fair competition environment, improving government services, and supporting stable operations. For example, in government procurement and other aspects of elderly care service projects, it is necessary to eliminate the use of hidden barriers such as "glass doors" to exclude high-quality elderly care service institutions from other regions from landing and operating; Explore the application of electronic certificates and licenses in the field of elderly care services, as well as national interoperability and mutual recognition, to enable "more data to run and fewer enterprises to run errands"; Require a reasonable determination of administrative inspection methods for elderly care service institutions, and standardize inspection behavior. We look forward to more accessible, convenient, and intelligent elderly care services in our country, better meeting the multi-level and diversified needs of billions of elderly people. (New Society)