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Shoe Enterprises Reflect On The Old People'S Consumption Market And Erroneous Marketing

2012/4/18 11:05:00 36

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Shoe Enterprises China'S Consumer Market Chinese Elderly People

By 2015, the purchasing power of the elderly in China will rapidly expand from US $1620 per capita in 2005 to US $4112, which will lead to a blowout of the old consumer market, which will reverse the current mainstream market orientation of "young people oriented" to a certain extent.

However, compared with the rapid aging process, China's consumer market and media culture show a rather obvious phenomenon.

Shanghai

According to the latest research report conducted by Vol. 26, the negative and negative reports of the elderly can be seen everywhere in the mass media. The general public's cognition of the elderly group is far from their self positioning.

This leads to the exclusion of elderly people from the target audience of many popular commodities, further accelerating the atrophy of related industries and markets.

Through the study of 2011 TV advertisements, which include more products such as detergent and fresh milk, the report indicates that the probability of occurrence of elderly people is very low.

Most of their images appear in health care products or public service advertisements, and often appear lonely, weak, and need to be cared for and given.

At the same time, from mass media to products to advertisements to everyday life are full of prejudice and discrimination against the elderly.

For example, because of inconvenient mobility and free ride, they often encounter buses refusing to load, and their purchasing power is seriously insufficient, so they will be charged with "old age fee" when traveling.

People founded in 1990

Sports brand Lining

It has an irreplaceable position in the mind of "50" and "60".

In 2010, at the time of Lining's 20th anniversary establishment, he put forward a pun "90 after Lining", aiming at young people after 90.

The slogan also changed from "anything is possible" to "make the change".

Earlier, Lining also launched the "embarrassment shoes" catering to new and new people, which was sought after by young people.

More and more brands are just as worried about aging as Lining is, so they can not wait to develop the brand younger route.

On the one hand, the development of the narrow old age market is slow. On the other hand, the popular brands that are popular with the elderly continue to marginalized the elderly.

In the eyes of the elderly, these are the "unspoken rules" imposed by society.

According to the survey, they generally believe that they are adaptable and help to do housework, help others and accept new things in life.

68% think that after retirement, there will be more time to enjoy life, and 59% are participating in various forms of activities for the elderly.

The average age of the famous Shanghai old cycling team is 67 years old. Since its establishment in 2003, the tour routes have been around Shanghai, Zhejiang, Jiangsu, Sichuan and Henan.

What is easier to overlook is that their consumption patterns are becoming more and more modern.

According to the survey, the most common shopping places for Chinese elderly people are supermarkets and hypermarkets, followed by traditional places like vegetable market.

32% of the elderly have the experience of online shopping to buy

clothing

Daily necessities are the main products, and there are even many online shopping people.

The difference between the social concept and the actual situation highlights that the three directions in the next few years will become a breakthrough in the elderly market.