Analysis Of Clothing Market For The Elderly

　　目前我國老年人服裝還處在低檔階段，缺乏品牌化，無論是雅戈爾、衫衫或鱷魚等，盡管從西服拓展到休閑服，卻沒有一家愿將目光投向老年人服裝市場，老年人服裝業寂寞獨徘徊。 

"The most beautiful but the setting sun is red". People often use this metaphor to describe the beauty of their old age.

Living standards have improved, and the lives of the middle-aged and the elderly have become more colorful. Leading the fashion trend is no longer a patent for young people. More and more middle-aged and elderly people tend to follow the fashion and show their self image. In the next few years, the clothing demand of the middle-aged and the elderly in China will exceed 1 billion sets.

The business survey center found that at present, the clothing of the elderly in China is still in a low stage and lacks branding. No matter YOUNGOR, shirt or crocodile, no one is willing to turn their attention to the clothing market for the elderly, though the old clothing industry is lonesome.

First, current situation investigation:

1. from the point of view of market research, 76% years old people show that the discomfort of clothing reflects mainly in the parts of chest, waist, abdomen, buttocks and upper arms. The other dissatisfaction is followed by "monotonous colors" (35.6%), "high price" (25.7%), and "poor quality" (14.9%).

Low grade cloth is an important problem for elderly clothing. The fabric and color of old clothes are really not flattering.

At present, the fabrics used by the elderly in the market are mostly low cost chemical fibers or coarse cotton fabrics. The fabrics made of these fabrics are soft and close, revealing the old people's "rich" physique, and showing the old man's loose old style.

2. from the market point of view, middle-aged and elderly clothing is not a small variety, that is, the old style, can not keep up with the trend.

Some people who run clothing stores also say that the clothing market for the elderly is not as broad as the young people. There are two extremes in the elderly consumer groups. On the one hand, the elderly are very well off, and their consumption ideas are more in pursuit of taste. Therefore, they prefer to choose the middle and high grade clothes. Most of the elderly in the economy are more thrifty, some of them are very frugal for years, or they only buy very cheap clothes. The overall consumer market is not very active. Sales of clothing for the elderly are easy to suppress. Many garment factories also adopt conservative practices in design, thus creating new breakthroughs in the old clothing styles.

3. from the perspective of clothing shopping malls, there are neither clothing counters nor clothing brands for senior citizens in the good market of clothing sales.

Old clothes are mostly associated with goods stalls and reduced prices.

There are very few clothing brands for the elderly, the most common ones are suits, and some elderly people are actually not practical for the elderly.

In this regard, businessmen explained that shopping malls are not reluctant to sell elderly clothing, the key is that the elderly clothing brands are too few, or else the grade is too low, which is not consistent with the positioning of shopping malls.

In addition, most elderly people are not fashionable enough to wear clothes.

Because of the low profit of clothing for the elderly, it is difficult to arouse interest of large enterprises.

At present, large shopping centers are mainly targeted at middle and high-end consumer groups, mainly young and middle-aged people.

There are not many elderly people who like to go shopping, so they usually do not think about consumption in old age, let alone set up special counters for the elderly.

4. from the point of view of fashion designers, most of the fashion designers are concentrating their energies on creating personalized fashion clothes. In fact, in their minds, the understanding of elderly clothing still stays in the stage of popular clothing in the past, and few have found that in the minds of many elderly people, clothes have been locked in the pursuit of individuation, diversification and branding.

Two, development prospects

The latest statistics show that the total number of elderly people in the country is 162 million, accounting for 12.79% of the total population.

Since the beginning of this year, China's aging population has entered a stage of rapid development, and the elderly population will increase by 8 million to 9 million annually.

It is estimated that by 2020, the elderly population in China will reach 248 million, and the aging level will reach 17%.

The business center for project evaluation predicts that in the next few years, the clothing demand of middle-aged and elderly people will be over 1 billion in the next few years. The clothing of young people in department stores will account for over 70%, and the proportion of clothing suitable for middle-aged and elderly people will be less than 10%.

"Silver market" has great potential.

From the perspective of the consumption ability of the elderly, a survey by the China Aging Science Research Center shows that 42.8% of the urban elderly in China now have deposits.

With the increasing pension of the elderly, the elderly will increase their deposits.

It is estimated that the total pension of the elderly in China will reach 838 billion 300 million yuan in 2010, and it will reach 28145 billion yuan by 2020. By 2030, it will increase to 73219 billion yuan.

On the one hand, it is a promising market prospect, on the one hand, it is an embarrassing market situation. In fact, the elderly clothing market has broad room for growth. It is important for enterprises to think more about it.

Three, opening shop analysis

Clothing stores in the middle and old age should be positioned according to the consumption ability of the middle and old aged people. Generally speaking, the middle and high-end ones are suitable for large and medium-sized cities, and the start-up capital is 10-15 yuan. The medium and low grade ones are suitable for opening up in counties, towns and other places, and the start-up capital is 5-10 yuan.

For the first time entrepreneurs, it is suggested that all funds should not be invested in the initial stage so as to prevent inappropriate positioning and timely adjust the direction of purchase (operation).

If it's a stall business, it will cost less.

Location: the choice of location has great influence on the quality of store operation in the future, so we must find a good location.

The city is, of course, in the scope of business circle planning, where the traffic is large but it is easier for customers to stop.

Crowded stores in the same industry, though competitive, are easier to attract traffic.

It is also a good choice to set up a clothing store for middle-aged and elderly people in large communities.

Shop rents: first time entrepreneurs, shop in 10-20 square meters is OK.

After finding a good store, the next thing is to sign a contract with the landlord.

Before signing a contract with the landlord, it is better to prepare all the preparation work and written data, including the handling of business license.

Because once the landlord is signed, he starts paying the rent, and there will be time pressure.

When signing a contract with the landlord, the lease should not be too short. If only one year is signed, the investment can be started only after a year. As a result, the storefront is taken back by the landlord. The lease is more ideal in three to four years. Even if there is a problem in the future, it can be sublet.

Decoration: shop decoration is very important for the management style of a shop and the first impression of customers.

The decoration is too high and easy to frighten the middle-aged and old customers, and dare not go in. The decoration is too rough, and it will give people the feeling of spreading goods.

1, the advertising at the door is clear, so that people passing by will be able to sell anything at a glance.

2, lighting and other hardware is also very important, if the shop is not bright enough, it feels like a fast failure.

Air conditioning must be available in summer. Otherwise, it is very difficult for customers to have the patience to choose clothes.

Purchase: the army did not move and the grain and grass went ahead.

Do not wait until the storefront is well decorated to find a purchase channel, so that it will lose the store rentals; two, it is temporary cramming, then rush around, affecting the store opening.

Is it a brand clothing store, a foreign trade store, a miscellaneous shop or a night market stall?

First of all, we must consider the good, the purchase must be marketable, the right amount, the heart must have the plan, certainly in the purchase process may also strain the revision.

When buying, you should first look at the market, ask more questions, compare more, and then implement where to purchase.

We must stick to the positioning of our store's clothing, and don't feel that it is good.

Less trial marketing, and then a moderate amount of purchase.

Because the new store is open, there must be more styles and more choices for customers.

If it is in the city, the best arrangement is on Wednesday or Thursday of each week, so every Saturday shop must have new products, but only some new goods are left, and some are left on Sunday. If entering the peak season of sales, three or four days will have to fill in the goods.

Such as "38", "51", "National Day" and other sales climax, do not wait until almost the time to prepare goods, half a month in advance, you can start preparing, to give yourself enough time to arrange.

Four, marketing recommendations:

1, display: although it is clothing for the middle-aged and the elderly, there must be a variety of products and sufficient selection for customers. This is different from other brand stores, not relying on several main styles.

Product display should highlight the characteristics of its own clothing, and display the tops, skirts, trousers and suits separately. In addition to the neat appearance of the shops, it also provides convenience for the customers who purposefully purchase. If only they want to buy Skirts, they only need to pick them in skirts. If they buy skirts and want to match their jackets, they can directly match the tops.

Moreover, the middle-aged and old people are relatively weak in physical strength, so that they can find the right clothes in the shortest time possible.

A lot of money can be made out of models, and clothes are often sold the fastest. Some middle-aged and old people are also very fond of beauty.

2, service: training salesperson's basic skills, customer service attitude and service tenet.

No matter whether customers buy clothes or buy a lot of money, they have to smile to leave them with a smile, often in the past, there may be a reputation of word of mouth.

Customer requirements are met as far as possible when possible.

　　五、風險防范

Although there is a huge market demand for clothing for middle aged and elderly people, due to various factors precipitated by history, it is also necessary to pay attention to risk prevention for middle-aged and elderly clothing stores.

1, influenced by the old ideas, most of the middle-aged and elderly people are not willing to spend money. The price is slightly more expensive. They will be repeatedly considered. Many middle-aged and elderly clothing stores are in a bleak business.

So we must pay attention to the price positioning according to the target consumer groups.

2, compared to the clothing of young people and children, the clothing profits of the middle aged and the elderly are relatively small, and they are profitable in the sales process.

3, the consumption concept of the middle-aged and the elderly is mature and relatively conservative. They have an acceptance process for new things and need guidance from the society and the market.

If we engage in special operations for the middle-aged and elderly people, the early stage publicity and guidance investment will be relatively large and the payback period will be longer.