Hello, 60

‘Hello, 60’ is a platform that focuses on the health and nutrition of the elderly in China. It happens under the background of ageing society and aims to provide home-based elderly a health guarantee.

Jiayuan Li
Shang Wu
Tianshu Chen
Deepu James
Food and Agriculture Organisation of the United Nations (FAO), Ele.me, CAJ Senior Care
Improve nutritional status and reduce the risk of becoming malnourished
The ageing of society continues to accelerate. Due to traditional concepts, most of the elderly prefer to live at home. Rapid urbanisation and economic development let many elderly people live separately from their children, and currently, there are more than 50% of them living alone in the cities. Due to lack of family care and less than perfect elderly care services, about 60% of the elderly are at risk of being malnourished. By 2030, the number of elderly people in China will reach 370 million. In the past, most families would have multiple children taking care of the elderly together, but due to the ‘One-child Policy’, the proportion of empty-nest may reach 90%. As a generation seriously affected by the policy, we intend to help the elderly who lives alone, now and in the future, to improve their nutritional status and reduce the risk of becoming malnourished.

With the policy and financial support of local governments and regulations, ‘Hello, 60’ will integrate health-related social resources and provide services & support to community elderly care centre and home-based care elderly. Our project partners will support this platform from different levels. FAO is at the highest level of leadership. It will work with government departments to provide us with trends in the elderly care industry, food distribution data, and related policy guidance. Ele.me is at the collaborators level. As the provider of elderly nutritious meals, Ele.me will work with other companies to form a complete nutritional service system on the platform. Community Elderly Care Centre is at the partner level. It will be the most important offline service provider and the main touchpoint for the elderly. At the same time, it will provide us with user information and first-line user feedback.


‘Hello, 60’ provides a free WeChat Mini Program for elderly users to access personalised nutrition care and health services. It is powerful, scientific and elderly inclusive. It uses a physical examination report and questionnaire to better understand the elderly’s real conditions and needs, and targeted suggestions would help them to gradually change bad diet and living habits. Additionally, nutritious meals and other health services can be reserved easily and customised for different conditions. By doing everything above, users will get rewards that can be used to purchase selected products. We try to promote behaviour changes and bring users an intimate experience through rewarding and personalisation settings, and we hope that this program could become a good helper and a part of their lives. It is worth mentioning that we also created a ‘Supportive Mode’ for the elderly who are not familiar with smartphones, where they can approach our services through the offline elderly care centre.


‘Hello, 60’ also provides offline community activity toolkits for both the elderly and the community elderly care centre. The traditional lecture-style community activities are less attractive to the elderly, so we redesigned them and here are few examples. We believe that the activities should be more personalised, interactive and social, because the elderly showed us that they would like to gain more specific knowledge from the specialist and they enjoy chatting with peers very much. We hope that through the participation of experts, interactive communication and peer support, the elderly can obtain more knowledge and skills suitable for their own situation, and reduce their loneliness. The activity toolkits contain guidance brochures and related tools, which can be rented and kept updated. For the elderly care centre, ‘Hello, 60’ will provide them with an efficient back-end management system to manage service orders and reservations with ease, greatly reducing their work pressure.


‘Hello, 60’ is intended to actively respond to the potential challenges of ageing in the Chinese society and to help future elderly and their children. In traditional oriental thinking, we are taught that children should always be around their parents and take care of them. However, rapid social development forces people to rethink how to balance traditions and new trends. Young people in the future may not be able to accompany their parents as traditionally, but ‘Hello 60’ provides them with a new way of caring. We hope to make more people aware of the potential health risks of the elderly and encourage more social resources to join and help them. Xiuqin, chief editor of People’s Daily commented that: “The demographic structure of Chinese society has shown obvious problems. Young people under the ‘One-Child Policy’ need ‘Hello, 60’ to help them take care of their parents.”


As a resource-integrated platform, ‘Hello, 60’ will benefit stakeholders at each level, and promote resource sharing and business expansion. We have three advantages in the market: 1. Fast business expansion through community network 2. Strong government support 3. High work efficiency by using new technologies and multiple touch points. Our main revenue will come from membership fees, 10% platform service charge and advertising. As loyalty increases, we encourage our collaborators to develop new resources for us by providing them subsidies. We would like to use the large number of collaborators and ‘daily active users’ to attract investors for greater scale investments. Back to the real plan, we would like to propose a detailed business plan to the government, and hope to get their support. We truly look forward to bring ‘Hello 60’ to the real life, because it will definitely benefit a lot of families and the entire Chinese society.

special thanks

Qiushi Yue, our parents

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