"Filial Piety Economy" Continues To Heat Up, The Prospects For The Elderly Are Considerable.

With the increasing aging of society, children who are busy with their work are mostly filial piety. clothing Pay more attention. "Filial piety consumption" plays an important role in the Chinese emotional market. On the one hand, more and more young people are willing to show filial piety. On the other hand, the consumption concept of the elderly is also changing. So, what is the consumption status of the elderly? For this reason, the reporter interviewed some young people and elderly people randomly, and released a questionnaire about "filial piety consumption" on the questionnaire website. A total of 216 samples were collected.

　 Phenomenon 1: before the holidays, the economy is hot.

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 that in the upcoming Father's Day He also buys gifts for his father.

Reporters in the interview found that many young people would choose to clean online holiday gifts. For example, Miss Li chose a tie to give her father on Taobao. On the websites of Taobao and handshake nets, many businesses have played a "filial piety" brand, aiming at business opportunities and displaying slogans on the homepage of the website. A few days ago, when the old clothes were typed on Taobao homepage, 178404 related products appeared. After entering the "old men's clothing" search, 5433 related products appeared, mostly in jacket and T-shirt. There are also some businesses playing the "80 generation tide dad", "70 after tide dad" signs, launched the different years of the father's full dress matching, sales are very good.

　　 Phenomenon 2: middle and old people still buy clothes.

"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.

However, it is an old problem for the middle-aged and the elderly to buy clothes. The reporter interviewed several middle-aged women randomly. A lady Huang said that because she was over 50 years old and overweight, buying clothes was the most embarrassing thing. Several times she just reached for a corner of a dress, and the guide girl said, "I'm sorry, you can't wear this dress." Later, in order to save time, she took a look at the store and changed her mind to asking questions. First, she asked, "do you have clothes that I can wear?" and then decide whether to go in. Ms. Huang's experience truly reflects the predicament of the middle and old aged clothing market in China.

According to a survey, clothing accounts for more than 80% of clothing in the mall, while the proportion of clothing suitable for middle-aged and elderly people is less than 10%. A salesperson told reporters that at present, there are few brands of pure middle aged and old people, and 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 reporters 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 the size of production and processing is not large enough to 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 elderly clothing is relatively 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 addition, the reporter found in the visit, Beijing has already appeared for the middle-aged and old consumers of the revival commercial city, the middle and old age clothing can not fully meet their clothing needs. 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.

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Netizens Xiaoqiang told reporters: "although the things on the stalls are very cheap, but the elderly wearing such clothes, children will feel very sad. As long as the conditions permit, I hope my parents can dress comfortably and respectfully. The reporter interviewed several young people who were shopping in the shopping mall. If they were asked to buy clothes for the elderly, what kind of clothes and colors did they like to buy, they said they would buy bright colored and fashionable clothes for the elderly, which would make the old man look smart.

A shopkeeper who runs clothing for middle-aged and elderly women told reporters: "nowadays, the old people themselves buy out clothes are still few, many of them are bought by their children. Businessmen should excavate this market and design the styles of old clothes to be novel and elegant, so as to seize the filial piety of their children.

　　 Analysis: 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 " Filial piety economy "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.

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　　 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 are the business opportunities in the market? What channels do the elderly understand and buy? For the elderly, which channel is the most direct and effective? In the survey, the reporter 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 the people believe that this is a more reliable way. As for the Internet promotion, street sign and box advertising, 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 homogenous consumer group. We should conduct in-depth research on their demand structure and deepen their understanding of their psychological needs and consumption characteristics, so we should develop targeted products and services for the elderly.