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The purpose of the research is to explore the well‐being/QOL of the ageing population in China. Specifically, the study investigates the experience/meaning of ageing and the strategies that consumers deploy to cope with ageing issues through internet communication. The results show that older people have found creative ways to cope with ageing by recalling the frugal experiences in the past, and purchasing small items as emotion enhancers. The findings also indicate that older Chinese bloggers have limited acquisition desire, do not wish to be a burden on their children, and worry greatly about their future financial status, especially given concerns about the healthcare system.