Middle Aged And Elderly Clothing Market Waiting For "Pioneer"

At present, China's middle and old age population has reached 167 million, and the total pension for the elderly has reached 838 billion 300 million yuan.

People in the industry expect that in the next few years, the demand for clothing for middle-aged and elderly people will exceed 1 billion sets.

A silver hair economic survey shows that clothing for young people in department stores account for more than 70%. The proportion of clothing suitable for middle-aged and elderly people is less than 10%, and the potential of "silver market" is huge.

At present, China's middle and old age population has reached 167 million, and the total pension for the elderly has reached 838 billion 300 million yuan.

People in the industry expect that in the next few years, the demand for clothing for middle-aged and elderly people will exceed 1 billion sets.

A silver hair economic survey shows that clothing for young people in department stores account for more than 70%. The proportion of clothing suitable for middle-aged and elderly people is less than 10%, and the potential of "silver market" is huge.

Now the clothing market is selling mostly young people's clothing, and the middle-aged and old people love the exhibition is also helpless.

By the end of 2009, China's population aged over 60 had reached 167 million, accounting for 12.5% of the total population of the country, and showed a trend of accelerated growth.

The eastern developed areas such as Shanghai and Jiangsu are highly aging areas, and the aging level is close to the highest level of world population aging (the aging of population reaches 23%~25%).

According to the definition of the aging population over 60 and over 10% of the total population, China has entered an aging society.

Insiders expect that in the next few years, the demand for clothing for middle-aged and elderly people will exceed 1 billion sets.

"Silver market" has great potential.

Contrary to market demand, there are few enterprises in China specializing in the production of clothing for middle-aged and elderly people.

Tens of thousands of brand clothing enterprises are scramble for ladies' wear, white collar clothing and business men's clothing. They go all the way to the market, while the elderly clothing comes from small businesses or family workshops. There are few brands such as Zeng Dan and sang Yu, which specializes in R & D and production of old clothes. Some enterprises even do not even want to divide their products into the middle and old age clothing area.

This attractive market still has too many blanks.

"We do not have this spending power, but the present market does not provide such an option for us."

"Now the clothing market is the market for young people. There is no place for our middle-aged and elderly clothing."

"The most beautiful is the setting sun."

This lyrics reveal the voice of countless middle-aged and old people.

And when the reporter heard the complaints of the old people again and again in the interview, he could not help but feel ashamed.

The era of "new three years, old three years, sewing and making up for three years" has passed. The old people have already taken off the old glasses and have taken a fresh look at everything around them.

Enterprises are still standing there, looking at the growing needs of the elderly with old eyes.

In depth inspection, plagiarism and poor quality processing are common diseases in the clothing market for the elderly.

Under such circumstances, enterprises that focus on innovative design and independent research and development can not get the market profits they should have, while plagiarized enterprises rely on plagiarized versions, batch processing and production.

Because of this, we see a lot of dissatisfaction in the clothing market for the elderly.

Clothing, food and shelter, clothing is the first priority.

How to do well in this market requires the joint efforts of enterprises, consumers and the market.

Three kinds of market conditions show that old people are hard to buy clothes.

Old fashioned consumption is greatly reduced.

At the end of April, a light rain moistens the earth, and the weather is cold.

Even so, some elderly people can continue to walk to the Beijing agricultural exhibition hall with their umbrellas.

"There are young people's clothes on the street. No store sells our age clothes. We can only go to the fair.

This time we heard the sisters say that they are all foreign trade goods. There are many clothes suitable for our elderly people, so we can see if we can pick a few suitable ones.

A 62 year old man told reporters.

After two rounds, more than 50 year old Mei Lan Xin and her friends still did not find their own clothes.

"Foreign trade goods also do not see how good, the style is out of date, the color is gray, we can not see.

Nowadays, the market is the market for young people. Even the stores that are targeted at fat people are not fully equipped, and the styles can not completely satisfy us.

Mei Lanxin said somewhat disgruntled.

Ms. Lin, the first time she visited the fair, regretted coming here. "Apart from the fact that some clothes are looked at, the whole exhibition will look more like a farmer's market."

Batch production embarrassing clothing embarrassment

From pragmatism to aesthetics, the elderly are no longer the old ones.

Beautiful and decent, but also reflect personal accomplishment and unique charm, shopping malls become their first choice for buying clothes.

In Beijing, Xidan, Wangfujing, Sanyou shopping center and Renaissance commercial city are the familiar shopping places for the elderly.

The problem is that even in shopping malls, it is difficult to get the right clothes.

In the Xidan shopping mall Chunhua Qiushi geriatric dress hall, after visiting the exhibition hall of 800 square meters, Liu Jun, 63 years old, still did not find the right clothes.

Liu Jun looks very neat in his red sportswear.

"I do not want to be too high, not too long clothing, nor too fat, the color is nice, the style is too good, the price will be about 200 yuan."

Liu Jun said that when the age is big, the belly also follows big, buys the clothing to worry very much.

"Buy the smaller size, wear tight, big size, long clothing, and feel sloppy. If you can't find it, then you'll buy sportswear."

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Strong psychological appeal for health care

"In fact, we have no other requirement. Don't show too much. Now young people's clothes are just a little bit of cloth. How can our elderly clothes be like this?"

A 70 year old man complained, "at least the underwear needs a little more material. It looks like a young man's clothes. With a big palm cloth and a lot of exposure in front, we are old and can't stand the bone."

"Clothing is not only beautiful, but also health care."

In a Zeng Dan brand store, a shop assistant pointed to the three lines of a Chinese garment neckline. "Three lines are collected at one point and put on the body just after they are put on.

Details are often more touching. According to the shop assistant, although the location of the store is not good, there are still elderly people in Shandong, Henan and other places, and the monthly sales volume is about 30 thousand yuan.

It can be seen that the elderly are generally concerned about their own health problems. Enterprises may seize this consumption psychology and start the research and design of elderly clothing from the aspect of health care, so as to enhance the added value and competitiveness of clothing.

Under the embarrassment of enterprises, R & D and market are difficult.

Brand enterprises are thankless.

The reason why clothing enterprises are more willing to choose a large market for young people is that the fashion sense of the elderly is not strong enough. Unlike young people, the frequency of dressing is high. Two, it is difficult for the elderly to have a uniform proportion of body size, a large body shape, a wide range of production and processing, difficult batch production, and small profits.

Many businessmen have disclosed that the elderly are very smart consumers, and the price performance they require is often higher: the price is fair, the fabric is good, and the style is new.

Therefore, the countermeasures adopted by enterprises are: uniform specifications and mass production.

In the industry's words, "fat and big clothes are easy to go."

Elderly clothing has been so "deal with".

Beijing Zeng Dan Fashion Co., Ltd. has been focusing on this market for more than ten years.

Even so, we can not jump out of this strange circle.

In 1993, CCTV set up the "sunset red" column, inviting Zeng Dan, general manager of Zeng Dan company to launch a fashion suit for middle-aged and elderly people through TV every month.

In the 8 years of cooperation with CCTV, the telephone was often exploded by people who wanted to mail order clothes.

Up to now, the demand for clothing for the elderly has not been reduced. However, the development of this market is not very hot, and has fallen into an awkward position.

Zeng Dan has its own designer, printer, sales team and processing plant, but not as many as two or three factories.

"Our embarrassment lies in this. Insiders call our company" clothing design room for middle and old age ". As long as the clothes we design are available, the products will be completely covered with only a few days' listing.

Zeng Dan told reporters.

Zeng Dan's choice is to stop pressing goods out. When the season arrives, new products will be launched immediately, so that market counterfeiting will not be enough.

But this behavior has also led to a more damaging profit.

Speaking of this situation, Zeng Dan shook his head repeatedly. "The entry threshold of clothing market is relatively low, so we can only go forward."

Wholesale market small profits difficult to sell

There are only 4 shops in the international garment wholesale market near the Beijing zoo.

Reporters found that these shops are usually next to the elevator aisle or entrance.

The clothes priced at 30~40 yuan are in the majority, and more than 80 yuan has been regarded as a high price.

Even so, there is not much water every day.

"Clothes are not good enough to sell now. They sell 10 pieces a day."

Operator Li said helplessly, "the price of clothing is 25 yuan, and customers cut 25 Yuan directly. How can they make money?"

In the agricultural exhibition hall, the reporter learned from a sales staff of a Hangzhou enterprise that many enterprises were OEM, and the old clothing brands were regarded as "unprofitable".

"The sale of clothing at this fair is a loss making business. It's just an opportunity to pick up orders for yourself."

He said.

Experts explore the economic potential of silver hair

Zeng Dan, general manager of Beijing Zeng Dan Fashion Co., Ltd.

Intensive farming chain

The design of clothing for the elderly should not be too wet or too wet.

Too old for the elderly to accept, but the style is not original, the old man can not see.

One time, the latest memory fabric was used to make clothes. The result was that consumers did not recognize that the fabric was fashionable after two years.

Ms. Guo, more than 50, bought clothes at Zeng Dan store.

There are many materials for the elderly clothing, especially for the old people, such as silk and other materials.

Fashion is also a medicine.

Young people seldom have the chance to wear good clothes for the elderly. Until they get old, they have more chances to wear their favorite clothes and feel happy.

In foreign countries, there is no clothing for middle-aged and elderly, some are "big size clothing".

The old lady in Japan can wear a pink dress to the party. The Chinese old people have also bid farewell to the dark tone and the old style, and decorate their lives with colors.

Professor Luo Jingjie, School of clothing, Donghua University, Shanghai:

Enterprises should form dialogue with the market.

Enterprises should make clothes according to the figure of the elderly, and meet the needs of the market, such as models, regions, consumption psychology, etc.

With the accumulation of experience, the market will gradually get better.

At present, most of the elderly clothing enterprises locate in the middle and low end market, so there will inevitably be contradictions between cost investment and publicity.

Enterprises should strengthen communication with consumers and change the market a little bit to make them mature.

Hou Yubo, associate professor of psychology, Peking University:

Leading the market by young people

In the past few years, if the old people wore a bit more freshness, they might even attract their peers to gossip behind their back.

The traditional concept of the elderly is not easy to change. To lead the market, it may be more dependent on young people.

It is suggested that more young people buy Fashion for the elderly, cultivate the fashion concept of the elderly, lead the fashion trend of the elderly, open the market and tap the potential of consumption.

At the same time, let more clothing enterprises participate in customization, while selling clothing in the mall, establish customized channels, one is to create more profitable channels for themselves, to establish brand; the two is to serve the elderly.