The senior-focused shopping mall is seen in Yangjiaping Commercial Pedestrian Street of Jiulongpo District on July 1, 2025. (Photo/Tan Xinyu)

Chongqing—Chongqing has recently launched its first senior-focused shopping mall, setting a new benchmark in age-friendly commerce.

Revamped from the former Jiulong Shopping Mall in Jiulongpo District under CBEST Jiulong Department Store Co., Ltd., the new complex has been redesigned to focus on the core needs of older adults. Its business layout centers on senior-focused services, including education programs—often offered through a university for seniors—along with medical aid retailers, age-friendly home furnishings, and personal care outlets such as barbershops.

The mall also features a dedicated VIP center that regularly hosts interest-based activities—from lectures and book readings to themed salons—enhancing its role as a multifunctional space for health, social engagement, and quality shopping.

For 29 years, the company has been rooted in Yangjiaping Commercial Pedestrian Street, becoming a key commercial enterprise honored by Chongqing. It is a symbol for local consumers, carrying the shopping memories of a generation—from daily essentials to festive purchases—and building strong trust and emotional connections with the community.

As China's population ages, its senior demographic is expanding rapidly, with spending habits shifting from conservative to diverse. Vice-Minister of Civil Affairs Tang Chengpei noted at the 2025 China Development Forum that the country's elderly population is vast, particularly among younger seniors. As of the end of last year, there were around 90 million people aged 60 to 65—an age group with relatively strong financial reserves, solid social security coverage, and high consumption willingness.

Chongqing, one of China's most rapidly aging cities, had 8.01 million residents aged 60 and above by the end of 2024, making up 25.11% of its population, as the Chongqing Civil Affairs Bureau revealed. Data cited by local media outlet Shangyou News showed that seniors now account for nearly 74% of consumption at Jiulong Shopping Mall.

Senior customers select clothes in the mall on July 1, 2025. (Photo/Tan Xinyu)

Yang Guixian, 31, lives near Yangjiaping and often visits Jiulong Shopping Mall with her children and elderly family members in her spare time. Speaking to Bridging News while helping her mother shop for clothes, she hadn't realized the mall had been revamped with a senior-focused theme. But once inside, she noticed a wide range of clothing options for older adults, making it convenient for her family to shop.

She added that the mall, with its cafes, dining options, and leisure areas, is also a pleasant place for the whole family to spend time together.

On its June 28 reopening day, the senior-focused shopping mall recorded sales of 805,600 yuan ($112,363.48) —a year-on-year increase of over 300%. Sales of gold and jewelry surged by 664.84%, while women’s clothing rose by 173.15%. The number of purchasing customers also grew by 52% compared to the same period last year.

Age-friendly home solutions in the spotlight

Chunxuanju Shilao Chongqing Health Technology Co., Ltd., specializing in smart eldercare, senior-friendly furniture, home modifications, and consulting services, has opened its first Chongqing store inside the mall. The experience showroom left a strong impression on retired visitors He Li and Li Jing, who agreed it's rare to find a place in a shopping mall where older adults can try out and purchase furniture designed for their needs.

A visitor learns about age-friendly furniture at Chunxuanju's showroom in the mall on July 1, 2025. (Photo/Tan Xinyu)

Zhou Xin, Executive President of Chunxuanju, observed strong interest from seniors and their family members on the mall's reopening day. "Many of them had never encountered this kind of experience before," he said. "Some were even learning about the concept of age-friendly design for the first time. It was new and helpful for them."

He noted that while foot traffic and engagement were high, sales did not surge immediately. "There’s still an awareness and learning curve, especially for larger items. People need time to understand the concept and decide based on their specific needs."

According to Zhou, the showroom is arranged into home living units—such as the living room, bedroom, kitchen, and bathroom—to display age-friendly products in realistic settings. "This life-oriented layout allows visitors to ask about products based on everyday needs, such as difficulties they face in the kitchen or concerns they have in the bathroom."

The company also uses video demonstrations to showcase real-life scenarios, highlighting inconveniences seniors may not have previously considered or products that could pose challenges in daily life. He added that this helps deepen their understanding of the value of age-friendly home solutions.

Li admitted that her monthly retirement income of two to three thousand yuan makes it difficult to afford age-friendly home products, which often cost several thousand yuan or more despite their clear advantages.

In response, Zhou said the company is exploring more sales approaches, including community group purchases and short- to medium-term home rentals tailored to families. He also hopes to join forces with communities, banks, and other partners to bring greater benefits and affordability to those in need.

According to Zhou's projections, individual consumers in China will remain in an awareness-building phase between 2025 and 2035, while institutional clients are likely to drive demand as the government continues to invest heavily in eldercare infrastructure. From 2035 to 2045, individual awareness is expected to rise significantly, with more consumers purchasing age-friendly products. In the following decade, as 90% of eldercare in China is expected to take place within families, individual consumers are expected to become the dominant force in the market.