Why Is The Clothing Industry In The Middle And Old Age Cold?

In 1982, the United Nations

However, the huge market formed by such a large group of middle-aged and old consumer groups has been neglected by textile and garment enterprises.

In the increasingly subdivided fashion industry, it is still not easy for middle-aged and elderly consumers to buy a desirable dress.

Most of the time, it is always "looking for him in the crowd" but "stepping on the iron shoes."

Why is the clothing industry in the middle and old age so deserted?

How can we solve the problem of buying clothes for middle-aged and old people?

Let's go into this corner forgotten by the clothing industry.

The production and distribution of clothing for middle and old aged people with high cost and low profit is basically a consensus among the garment industry.

At present, the middle-aged and old people in China are basically old people who are old enough to carry the gun and cross the river due to their historical experience. The younger ones are "going up the mountain and going to the countryside", mostly from the bitter days.

By now, as the youth wanes, their desire to buy is gradually decreasing.

Consumption of middle-aged and elderly people

Ms. Zhang, the mother of Xi'an residents, is about to celebrate her 61 birthday. In order to show her filial piety, she plans to buy a set of clothes for her mother.

So she went to the South Street where the shopping malls gathered.

Walking into a certain department store, Ms. Zhang ran up and down from the bottom to the top. She was unable to find clothes suitable for her mother's age.

In fact, the vast majority of counters in the clothing sales area of the mall are occupied by fashionable women's wear, men's wear and children's wear.

After asking the staff of the mall, Ms. Zhang finally found the only counter in the mall to run the middle and old clothes in the mall.

But the problem is coming. The clothes in the so-called clothing cabinet for middle-aged and old people are either too fashionable or too outdated.

At the same time, in the color of clothing, the elderly men are deep colors, which make people feel dejected; the clothes of middle-aged and old women are too bright and colourful.

Finally, I really feel that the clothes of this counter are not suitable for her mother to wear.

In fact, every year at festivals, we are worried about what brand of clothing we should buy for our parents and elders.

And where to buy brands of middle-aged and elderly clothing products can be found everywhere.

At present, there are too few middle-aged and elderly clothing brands that suit the needs of consumers in China's apparel industry.

Not even at all. This makes it possible for middle aged and elderly consumer groups to consume anything even if they want to make the whole thing look so old.

Not long ago, I went to Wuhan to attend the wedding of a classmate. Time flies. My classmates and teachers changed a little bit.

But at the wedding reception.

Elderly people like the elderly are numerous in our neighborhood. They belong to those elderly people who have the ability to consume.

And he is said to be a handsome, handsome and talented cherry garden talent when he was young.

But why are there so many middle-aged and old people who don't like dressing up in reality?

The concept of consumption is an important factor, but in the final analysis, the reason is that there are really few clothing products designed for the middle-aged and the elderly.

Throughout China's textile and garment industry, since the reform and opening up, we have been improving the market step by step from quantity volume to perfection.

Men's wear, women's wear and children's wear can be listed in a large and small brand. Under each category, business, leisure and fashion will be subdivided according to different groups of people. Even home furnishing will be different from pajamas.

However, when we carefully examine the clothing industry of the middle-aged and elderly, we will find that it is almost a forgotten corner.

At present, China's textile and garment industry's well-known enterprises and leading enterprises still do not have a truly middle-aged and elderly clothing brand.

No matter whether YOUNGOR, Shan Shan or crocodile and so on, although they have already extended from suits to casual wear, none of them is willing to turn their attention to the clothing market for the elderly.

In fact, the vast majority of middle-aged and elderly clothing products come from small processing enterprises or family workshops in China.

Visiting customers: consumption concept still needs training

Looking at the middle-aged and elderly clothing consumer groups in China, their main consumption concept is nothing more than "cheap and fine, comfortable and decent".

But just such a simple request is the minimum standard in other garment industries. Consumers are rarely satisfied with the current middle aged and elderly clothing industry.

Aunt Pu is a retired worker in an enterprise in the western part of the country. With the increasing pension standards in the past few years, her monthly income is about 1600 yuan.

Diligence and frugality are the habits she has developed over the years. For clothing consumption, she always adhered to the view that "old is not bad, new is not bought".

However, with the increase of her income and the change of the whole social atmosphere.

Aunt Pu's deep-rooted consumption concept is quietly sending changes.

For her, young people seldom had the chance to wear better clothes.

Now that she is old, she gradually has the conditions to wear her favorite clothes, so a compensation like consumption psychology has taken the upper hand in her mind.

As a rational middle-aged and old consumer, Pu aunt buys clothes in general, and prefers to go to stores or big stores to find out the market.

In the downtown area, there are several shopping malls. The price of the skirt that Pu aunt intends to buy is over 500 yuan.

This price obviously exceeded her psychological expectations, so she had to give up.

Later, she went to several other mid-level shopping centers to look for it.

After many twists and turns, aunt Pu, a clothing shop in a middle market, finally saw a favorite dress.

The price of this dress is more than 200 yuan, which is basically similar to that of aunt PU.

So she asked the salesperson to take it down and try it on for her.

The salesman took a medium-sized garment to Aunt Pu by visual inspection.

When Aunt Pu was wearing it, she felt so tight that she laughed and laughed at her age, and her stomach grew.

And let the salesman change her clothes for size one.

I did not think that Aunt Pu was wearing the new clothes of the new size, but it made people feel that the clothes were long, big and loose.

There is no way. Aunt Pu's clothes, which are not easy to watch, should be abandoned because of improper shape.

In fact, with age and spinal compression, the height of the elderly will generally decrease, and then there will be changes in waist thickening, hip fat increase, hip droop, abdominal protuberance, shoulder to front inner bend and head tilt.

In general, the clothing factories of the middle and old age simply enlarge the size of the clothing for the elderly, but loose can not bring complete fit and comfort.

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According to Pu aunt, his request is not high, clothes should not be too long, nor too fat, the color is refreshing, the style is too good to go, the price will be two hundred or three hundred yuan.

Actually, in the city where Pu aunt is located, there are several wholesale clothing markets where businesses specialize in the wholesale business of clothing for the middle-aged and the elderly.

However, it is understood that the middle-aged and elderly clothing in such market is generally oriented to the rural elderly market.

The product is cheap, but the design is quite old, and the quality is simply not guaranteed.

To put it plainly, this clothing wholesale market is the source of the "spread goods" rumored in the clothing industry.

However, for the city's ordinary clothing consumer groups such as PU aunt, "big mall can not afford to buy, the middle shopping mall can not buy, the goods are not ready to sell" is a very realistic and very embarrassing problem at the moment.

In fact, a number of middle-aged and elderly people begin to pay more and more attention to image and quality of life.

However, there is not much room for clothing products to choose from.

However, on the one hand, middle-aged and old consumers complain that it is more difficult to buy the right clothes.

But on the other hand, there are some shopping malls, stores and other stores that have already run middle-aged and old clothing products.

For businesses, profits are always the main factor they consider.

There is no doubt that the profit of middle-aged and old clothing is much lower than that of fashionable women's clothing and children's clothing.

A large shopping mall is built in a city in Western China. After research, investigation and consulting experts, management fees are absolutely positioned for middle-aged clothing and related products.

After the packaging, publicity and speculation of the world, business owners began to enter.

It can be said that the early operation of the mall is very successful.

However, a year later, the situation in the shopping mall changed dramatically.

Most of the business owners in the shopping mall have changed careers to sell women's wear and men's clothing. Even though some shop signs still hold the banner of "middle-aged and old clothing", they are more focused on young people, most of them are narrower, the tops have waist design, and trousers are also low waist.

Faced with such a helpless change, the manager of the mall said frankly that he did not expect such a change at the beginning, but at the same time he could only adopt a tacit attitude towards it.

It is understood that the middle and old clothing market opened at the beginning did attract a lot of middle-aged and elderly people to come to consumption.

It also attracts young consumers who buy things for their elders.

However, soon the business operators here realized the "smart" of middle-aged and elderly consumers.

The design styles of middle aged and elderly clothing should not be too fashionable or conservative.

It's too fashionable for old consumers to accept, but the styles are not new, and they don't care much.

At the same time, the middle-aged and old people are more rational in their consumption and will not blindly shop. They are also fastidious about their styles, workmanship, materials and so on, and they must also be fair in product prices.

The middle-aged and old customers have time to grind with the businessmen, which results in the low profit of the business owners.

In addition, the frequency of middle-aged and old people changing clothes is not high.

At the beginning of the business, the business became calm after a long period of business.

The money of middle-aged and old consumers is becoming more and more difficult to earn.

At present, there are only a few counters left for the middle-aged and elderly people who choose clothing business at the age of fifty or sixty.

In fact, the profit of the middle aged and elderly clothing industry is low, and the profit of making a fashionable garment is ten times or even tens of times of a middle aged clothing.

Moreover, in view of the special needs of the middle-aged and old people, the funds invested are higher and the market risk is greater.

Therefore, this is also the main reason why large brand enterprises in China's textile and garment industry are unwilling to set foot in the middle aged clothing market.

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Look at the industry: there are many potential problems.

From the analysis of the environment, the clothing industry of middle and old age is bound to grow larger and larger.

At present, academics experts have bold predictions, and there will be trillions of middle-aged and elderly clothing market in the future, and the timidity is predicted to be around 500 billion.

To sum up, with the gradual aging of China's aging population, there is a pressure and opportunity coexist.

The so-called "sunset industry" or "silver hair economy" is an important part of China's social and economic development.

It is a constant truth that people take food as their priority and clothing as their priority.

If the living standard of our people has changed a lot, the concept of middle-aged and old comrades is also changing.

As the saying goes, "the most beautiful but the setting sun is red", the life of the elderly is more colorful.

From some of the old fashion teams we loved, old age social dance competitions, etc.

It is easy to see that the trend is no longer a patent for young people. More and more middle-aged and elderly people are starting to catch up with fashion and show their demeanor.

All of this is closely related to our textile and garment industry.

A college graduate in Wuhan made a big cheer with his own middle-aged and old clothing monopoly company.

Tang Yu is a real Hunan girl. After graduating from Wuhan University in 2008, he found a job in Wuhan.

A month later, when she got the first salary, she thought about buying a dress for her parents.

However, there are no clothing counters for the elderly in all the streets and alleys in Jiangcheng, and there are no stores such as franchised stores.

She found that clothing for middle-aged and elderly people was mostly sold with stalls and reduced prices.

Moreover, the basic characteristics of middle aged and elderly clothing are "big and foolish, and full of spirit".

It was also the embarrassing experience of buying clothes that made her see business opportunities.

Six months later, Tang Yu's first clothing store for middle-aged and old people started business.

Everything is difficult at the beginning. At the beginning of her business, she faced not only the unfavorable factors such as low price and thin profit.

It comes from the root problem, which is the serious shortage of clothing designers in middle and old age.

Almost all designers devote their energy and vision to creating fashionable clothes.

It is said that designers at that time were still in the stage of popular clothing.

There is no designer to take into account that in the hearts of many middle-aged and old people, clothes have been positioned at the level of fashion, personality and brand.

Faced with such a situation, Tang Yu simply set his company's taste in the leisure clothing for the elderly.

At that time, clothing for middle-aged and elderly people was basically a suit for men.

This fashion and leisure position is very accurate and has laid a solid foundation for her success.

After a series of efforts, Tang Yu's chain stores and franchised stores have already taken root in several major cities in China.

From the middle-aged and elderly clothing industry, waiting for the elderly to change their consumption concept is a long process.

We turn to another part of the industry for the elderly, the so-called "health care products" industry.

In addition to the food and drink products that are commercials bombed on TV every day.

Reporters saw that they had been flickered to spend more than ten thousand yuan to buy two pillows, a quilt, spend more than eight thousand yuan to buy a drinking machine to pursue the so-called "immortal" middle-aged and elderly consumers.

In fact, it is not necessarily difficult to sell the clothing industry in middle and old age.

I am afraid the problem is still not related to some of our garment enterprises.

China's filial piety culture is deep-rooted, and middle-aged and old clothing enterprises can completely break the embarrassment of marketing from above.

The work of the middle aged and the elderly is not good. The work done for their children and young people is not the same.

At present, most of the clothing market of middle and old age in China is in a mess and rough workmanship.

Quality is not only the life of an enterprise, but also the guarantee of creating a brand product.

The life experience of middle-aged and old consumers has been very rich, and quality is the most important factor.

Moreover, the word of mouth effect between the middle-aged and the elderly is very obvious.

Therefore, the middle-aged and old clothing enterprises are likely to smash their brands completely because of a slight negligence.

"Old and old people", I hope our clothing enterprises can strictly control the quality, do not drive up the price, do not seek the best in order to give more care to the middle-aged and old people, and make their "Twilight" live happily and happily.