Money Is Hard To Buy. Xicheng Pioneer Sunset Industry

In April, the city of Xicheng was full of flowers and flowers. Ramble along the busy streets and shopping malls, with colorful colors and different styles. Clothes & Accessories With young handsome ladies, become a beautiful spring scenery. however fashion The protagonist always seems to belong to young people. At present, for many middle-aged and elderly people, they want to buy a suitable one. clothes It's hard. The reason for this is that over time, the elderly have taken off the old glasses and surveyed everything around them with a brand-new view. However, the enterprises are still standing there and looking at the increasing demand for silver.

"The most beautiful but sunset red" is facing many embarrassments.

Money is hard to buy.

"It's still very difficult to buy a middle-aged and old clothes that fits well." Ms. pan, who lives in North Street, has been shopping in several shopping malls in the city these days. At the end of this month, her mother is 56 years old. She wants to buy a dress for her mother. It can be rolled down a few times without any gains.

"Running up and down, I didn't find the clothes suitable for their age." Ms. Pan said, now the shopping mall is not a lady's dress, it is a fashion female dress, or children's clothing, it is not seen that there are middle-aged and old clothes to sell. Even if there are individual counters selling clothing for middle-aged and elderly, they are scattered in unattractive corners, while clothes are not too avant-garde, but the colors are too gorgeous.

Speaking of the dilemma of buying clothes, many middle-aged people feel the same way. "In fact, I do not ask for too high, not too long clothing, nor too fat, the color is refreshing, the style is too good, the price will be two hundred or three hundred yuan." The money aunt of Yihe Bay has always wanted to buy a new spring dress, but she didn't find it satisfactory. Aunt Qian said, now that the age is up, the belly is also growing up. Buying clothes is very worrying. "Buy the small one, wear tight," the big one, the clothes are long and feel sloppy.

With the improvement of living standards, many elderly people in Xicheng have begun to pay attention to their image. "The middle-aged and elderly people do not pay no attention to clothing, but they do not have much choice." It is reported that in a clothing website for middle-aged and elderly clothing survey, 71.6% of people think that the elderly need to dress up. More than 30% of respondents believe that the current clothing for middle-aged and elderly people is not in line with their fashion demand.

Business: thin profit margins, weak popularity

On the other hand, the middle-aged and old people are complaining about the difficulty of buying clothes. On the other hand, some clothing shops and businesses are also helpless.

"There is indeed a market, but the profit is too thin!" Visits to urban businesses and shopping centres found that there were few shops for wholesale and retail clothing for middle-aged and elderly people, and the reasons were strikingly similar. Even though some shops are under the banner of "middle-aged and old clothing", they are more focused on young and middle-aged people. Most of the versions are narrow, and the tops have waist design, and trousers are also low waist.

Many businessmen have disclosed that the middle-aged and old people 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. Ms. Liu, who has been engaged in clothing business for many years, has also felt that this market should be good at first. But after a while, she found it was not so simple. "The middle-aged and old people are more rational in their consumption, they will not blindly shop, and they are more fussy about the style and material of the clothes. In business, the profit is relatively low, not as good as children's clothing and other age groups.

Big Eastern Department store salesperson said that the older generation of people are more frugal, not only to buy clothes not only cheap, but also the frequency of changing clothes are not young people. It is reported that the large Eastern Department store, which was once loved by the middle aged and elderly, was mainly sold on the second floor of the Department, mainly selling clothing for the elderly. But in recent years, after the "makeover", the mall has introduced many international first-line brands, and will be positioned as fashion department stores, aiming at the fashionable young people with strong purchasing power. By contrast, the clothing of the middle-aged and the elderly is getting more and more cold. Now there are only a few counters for the fifty or sixty year old people to choose their clothing brands. {page_break}

Enterprises: market chaos, imitation products flying

"China Textile sees Jiangsu, Jiangsu textile sees Wuxi"! Wuxi, known for its "cloth pier", has thousands of large and small textile and garment enterprises. But even in such a region, there are few enterprises specializing in the production of clothing for middle-aged and elderly people. Some enterprises even do not want to divide themselves into middle-aged and old clothing manufacturers.

"You say this market is big, so many middle-aged and old people have to wear clothes, the market is really big, and from the current situation, low, medium and high grades are very prosperous, but it doesn't mean that business is getting better and better." After several rounds, the reporter found the responsible person of Wuxi Yi Bu Garment Co., Ltd. The garment manufacturer, who has been focusing on clothing for the elderly, has gradually developed into a representative brand of clothing for middle-aged and elderly people in China. Sales Manager Ni Lijuan said that in the past 3 years, the annual sales growth of the company has been around 20%, but the profit increase is far less than the sales volume. "The middle-aged and elderly clothing market is caught in a strange circle of" better and better products sell, and the money is getting harder and harder to earn. "

Enterprises do not want to get involved too much, and more importantly, disorderly competition. Insiders say that the most irregular practice in the industry is "OEM". Many people go to the industrial and commercial department to sign a brand, then find some small workshops to make clothes, and then label them as their own products. "For them, clothes are not designed at all, they are all imitation." It is reported that a few "explosions" have been sold out last year, which started to sell very well, but before long, the market was covered with imitations. "That means we are spending money to help others design."

In addition, many manufacturers believe that the clothing technology of the middle and old age is complicated, and the shape is not easy to set up and the profit is low, so they have abandoned this huge market.

"Silver hair clothing" to be pioneers

"The most beautiful but the sunset is red!" Nowadays, middle-aged and elderly people are also paying more and more attention to improving their quality of life in their old age. In particular, women in the elderly, in the word "wear", whether quantity, quality, style, color, they also have the pursuit. "Exercise has sportswear, going out to the streets is formal clothes, tourism is casual wear" has become a common phenomenon.

Based on this, the middle-aged and elderly clothing breeds great business opportunities. It is reported that at present, the population of only 60 years old or older in our city has reached 939 thousand and 800, which has exceeded 20% of the total household population in the city. It takes 10 clothes per year for every elderly person, and the demand for clothing for middle-aged and elderly people is up to ten million sets.

"In fact, the" silver hair economy "is a huge economic chain. Insiders say that with the increase of the elderly population, the consumption concept will change, such as clothing, health care equipment, shoes and hats and other elderly products. The purchasing power of the future must not be ignored by businessmen. From the perspective of clothing, most of the elderly clothing enterprises are positioned 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.

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.