Baishan And Filial Piety First Dress Retail And "Filial Piety Economy"

Nowadays, many businesses will launch thematic shopping on Mother's day and father's day. The prices of gifts such as garments, cosmetics, razors, neckties, belts and small massages will range from tens to hundreds of dollars and become the main products.

Of the 216 samples surveyed, 60% were male consumers and 40% were female consumers.

According to the survey, more than 90% people have bought gifts for their mothers, such as clothing, shoes and cosmetics, on Mother's day.

They said they would also buy gifts for their father on the upcoming father's day.

"Exercise has sportswear, go out on the street have formal clothes, travel is casual wear."

At the moment, the middle-aged and elderly people are also beginning to pay attention to fashion and beauty when dressing up. For example, when women over the age of 50 are buying clothes, their age identity has been similar to that of mature women aged thirty or forty.

Apart from being fastidious about classic and fashionable styles, they pay more attention to the details and the comfort of dress.

A survey shows that clothing in the mall accounts for more than 80% of young and middle-aged clothing.

The proportion is less than 10%.

A salesperson told the author that at present, there are few brands of pure middle aged and old people. Most of them take the way of relaxing the size to take account of the middle-aged and old consumer groups.

A clothing agent admitted to the author that this situation is determined by the characteristics of the middle-aged and elderly clothing: first, there are large differences in the size of the middle-aged and the elderly, and there are many types of production and processing, which can not form mass production. Two, because of the decrease in the income of the middle-aged and the elderly, the price of the middle aged and the elderly is low and the profit is thin. Three, the aesthetic and comfort requirements of the middle-aged and the elderly are special, and the style and style of the clothing are difficult to grasp.

Coupled with the lack of professionals engaged in clothing design for middle-aged and elderly people, it is difficult for existing production enterprises to design and work hard.

In the interview, I found that Beijing has already appeared a revival commercial city for middle-aged and old consumers, and the middle aged and elderly clothing can not fully meet their dress requirements.

In fact, many businesses are now positioning the brand as a mature woman. The age span of clothing takes care of some middle-aged and elderly people with temperament and economic ability.

Some netizens told the author: "although the things on the stalls are very cheap, the old people will feel very sad when they wear such clothes.

As long as the conditions permit, I hope my parents can dress comfortably and respectfully.

I interviewed some young people who were shopping in the mall. If they were allowed to buy clothes for the elderly, what color and style they liked to buy, they all said that they would buy a bright and fashionable dress for the elderly, which would make the old look like the spirit.

A shopkeeper who runs clothing for middle-aged and elderly women told the author: "nowadays, the elderly are buying a small number of clothes by themselves. Many of them are bought by their children. Businessmen should excavate the market and design the styles of old clothes to be novel and elegant, so as to seize the filial piety of their children.

Analysis results: no homogeneous consumption.

Cai, who is director of the Institute of population and labor economics of the Chinese Academy of Social Sciences, has said that the aging of the population has become the most important challenge of China's "12th Five-Year".

On the one hand, the government should attach importance to and guide it. On the other hand, enterprises should actively participate in the development of the elderly market.

Then, how to excavate pertinence "

"What?

First of all, the development of this industry should attach importance to the particularity of its objects.

The old age group is different from the young group. Their demand for products and industry is very special.

As an age group, the elderly have some common consumption needs and consumption psychology, but the old market is by no means a homogenized market. It can even be said that the elderly are far more complicated than other age groups.

Because of the differences in age, education level, occupation and income, the elderly population is actually a heterogeneous group with diverse characteristics.

A few years ago, Pu Xin Wei, director of the Council of Jilin Society for the elderly, made a sample survey of the income of the elderly.

The results show that the income of elderly people presents a significant imbalance structure.

Among the surveyed elderly, the annual income was between 0-2400 yuan, accounting for 14%, accounting for 62.2% between 2401-9600 yuan, 19% between 9601-19200 yuan, 4.3% between 19201-36000 yuan, and 0.5% only above 36001 yuan.

It is not difficult to conclude that the income structure of the elderly is in a cascade distribution. If the above income levels are classified into five levels, namely, the lower, middle, middle, middle, upper and upper levels, the income of the majority of the elderly is in the middle and lower levels, while the elderly with upper middle income and upper class income are less.

In short, the income gap of the elderly is large, and correspondingly, the consumption demand of the elderly is also complicated.

Personal income is only one of the criteria for dividing the consumption demand of the elderly. In addition, the aging characteristics of our country are different from those of other countries, which makes the consumption market for the elderly more complex and diverse.

Some experts pointed out that by 2050, the size of the elderly population over 80 may exceed 100 million, accounting for 30% of the elderly population aged 65 or above.

In view of this, the elderly and the young are both a huge consumer market, and they have totally different consumption needs and consumption concepts.

From a psychological point of view, there may be a difference of 20 years or more between senior citizens and young people.

But they want to dress up young and fashionable in their clothes.

Viewpoint: seize the needs of consumer groups

Forbes Chinese net predicts that by 2015, the purchasing power of the elderly in China will rapidly expand from $1620 per capita in 2005 to US $4112, and the elderly consumer market will burst into a blowout.

According to the latest survey by the Academy of Social Sciences, modern consumption patterns such as brand name and fashion are already accepted by a large proportion of the elderly.

The survey showed that the number of people who agreed that popularity was more important than practicality accounted for 20% of the total number of respondents.

So what is the opportunity for the elderly to understand and buy products? What channel is the most direct and effective for the elderly?

In the survey, the author found that the channels for the elderly to get information are still the most traditional and direct radio and television. 60% of the people get information from this channel. Acquaintance introductions and friends and family recommendation are also ways for the elderly to trust. 50% and 40% of people believe that this is a more reliable way. As for the Internet promotion, street sign advertising and so on, there will be no good results for the elderly.

In fact, the demand for love for the elderly is not lost to the fashionable young people. The key is to pay attention to the change of their mentality and grasp the "needs" and "think" of this special consumer group.

Such as Beijing Mega Ze trade limited liability company's clothing brand "Xingshi" positioning in the middle and high-end fashion, mainly in the face of mature women, product style elegant, elegant atmosphere, from the texture, plate, design points and other details of the integration of mature female temperament charm.

Another example is Beijing Seth Clothing Co., Ltd.'s women's clothing brand "Seth" is also a mature knowledge woman.

It can be seen that enterprises should be sensitive to changes in market demand. We should not regard this group as a highly homogeneous consumer group. We should conduct in-depth research on their demand structure and their psychological needs.

To deepen our understanding, we should focus on the development of products and services for the elderly.