Market Analysis And Marketing Strategy Of China'S Senior Footwear Industry

With the development of China's economy and society, especially the improvement of medical care level, the aging of our population is intensifying, and the consumption groups for the elderly are expanding.

Studying the consumption market of the elderly seriously is of great significance to the market positioning of the shoemaking enterprises and the determination of a reasonable marketing strategy.

An analysis of the potential of the elderly footwear market 1. the formation of the scale of the elderly consumer market: modern marketing believes that the market size = population size + purchasing power + desire to buy 1.1 the growth rate of the elderly population is accelerating, and the elderly population is increasing year by year. According to the new China Internet report, at present, the population aged 60 and above reaches 144 million in China, accounting for 11.03% of the total population.

Compared with "fifteen" in 11th Five-Year, the growth rate of the elderly population was obviously accelerated.

The office of the National Commission on aging work predicts that by 2030, China will usher in the peak of population aging.

Traditional ideas often think that the elderly are the marginal people of the society, but they neglect that after entering the aging society, the huge old age groups have laid the foundation for forming a huge consumption market for the elderly.

Having hundreds of millions of old people's consumption market is the inevitable business opportunity and trend of China in the future.

1.2 the elderly have a strong purchasing power. After decades of hard work and struggle, the urban elderly in China have accumulated some wealth, and most of them have stable retirement and pension income.

They basically do not have two responsibilities, no child raising expenses, on the contrary, their children are generally willing to pay a certain amount of filial piety to their parents.

As time goes on, the middle-aged people who are in the quasi elderly population will gradually enter the ranks of the elderly. Therefore, the economic source of the elderly will not only come from the pensions, but also other sources, such as commercial insurance returns, various investment returns and so on. Therefore, the old people's disposable funds are abundant and can be converted to real purchasing power as far as possible.

1.3 the pformation of shoes consumption concept of the elderly, although the traditional clothing consumption concept of old people is frugal, there are also some elderly people who have strong compensatory consumption psychology, and are eager to compensate for the consumption demand and desire that they did not realize before.

Moreover, with the gradual increase in the number of quasi elderly people who enjoy the concept of enjoying life and pursuing quality life, modern seniors are becoming more and more conscious of aesthetic, entertainment, healthy needs and desire for consumption. They are more active, stronger and willing to invest and consume their own material and spiritual needs than the old ones.

According to the relevant experts, clothing consumption accounts for 1/3 of the proportion of the elderly consumption area, and the consumption demand of shoes has been developed from the traditional basic functional needs of the cold protection to the new trend of pursuit of taste, fashion, environmental protection and health.

To sum up, at present, the size of our elderly population, purchasing power and propensity to consume tend to have a large demand for elderly shoes in China.

With a vast potential market, it is possible to become a target market for industrial operation.

Based on the calculation of 150 million old people in China, if the average annual increase of 2 pairs of shoes per person is calculated, there will be nearly 300 million pairs of shoes market every year. By the year 2040, 400 million elderly people will have 800 million pairs of shoes market, so the aging of the population will bring huge business opportunities to the shoe market.

Two, the current situation of the elderly shoe market is analyzed. The scale of the elderly consumer market is becoming larger and larger. However, the development of the shoe market is not satisfactory.

There are two main reasons.

The old people do not know enough about the scale of the long-term market, and they think that with the passing of youth, their desire to buy is also decreasing. They are cautious in their spending and are reluctant to spend money on shoes. They are vulnerable consumers: Although the technology is simple, the demand is small, the price is low, and the profit margins are very limited. The profits of making a pair of popular women's boots are ten times or even dozens of times that of the old people's shoes. Moreover, the funds developed for the special needs of the elderly are higher and the market risk is great. Therefore, the manufacturers are not active in the development of the products for the elderly, and there are not many businessmen in the old shoe business. 1., old shoes are not valued by manufacturers and businesses. In the market economy, manufacturers and businesses are seeking the greatest profits of enterprises at present.

Therefore, the domestic shoe market is still in its infancy, and there is no targeted market and positioning, and the product structure is single.

2. the design of old shoes is not in line with the needs of reality and fashion, and the quality of shoes needs to be improved.

At present, there are many problems in the quality of old shoes, which do not meet the needs of the elderly.

The main reasons are: old style, few varieties, poor quality, low comfort and high price.

2.1 the old fashioned shoes and the few varieties are the most prominent problems.

The old shoes in the market have not changed much in style, fabric and style for decades. They are not new and can not attract the eyes of the elderly consumers.

2.2 many old shoes are of poor quality. The main reason is that the old shoes are less profitable, so they try to cut down the cost, use the second material to make sole, and make artificial leather or low-grade leather, so that the strength of the upper and the bottom can not be guaranteed.

2.3 due to the lack of research and development of older shoes, there are basically no manufacturers specializing in the production of shoes for the elderly.

Even the individual manufacturers that produce old shoes are only making shoes for senior citizens by increasing the size of adult shoes, which leads to the structural design of shoes which do not conform to the characteristics of the feet of the elderly, so that the shoes are stuck and rubbed, and the comfort is not satisfied, which affects the health of the elderly.

2.4 under the influence of all kinds of ideas, price is still one of the most important criteria for old consumers to buy shoes.

But in the market, some old shoes that are not matched with price and quality are discouraged by old consumers.

Three, the marketing strategy of the elderly shoes market 1. product strategy combined with the actual situation of the elderly consumers, improve the quality of shoes. With the development of the economy and the improvement of consumption level, the demand for shoes for the elderly is changing gradually, that is, from the traditional basic functional needs to meet the needs of the cold protection of the feet to the new trend of pursuit of taste, environmental protection and health.

The R & D design of old shoes should be combined with reality to meet consumer demand.

First, the elderly pay the most attention to the safety and comfort performance of shoes, while shoe making materials are the key factors to meet the safety and comfort of shoes. Therefore, when choosing shoes making materials, enterprises should choose soft, better moisture absorbing and breathable shoe upper materials to ensure that the shoes are filled with drying and hygiene. Soft, elastic, lightweight and antiskid sole materials are selected to meet the comfort and provide good protection and anti-skid functions.

Second, the structural design of the old shoes should conform to the physiological characteristics of the bones and joints of the elderly. Shoes should be adapted to the feet, but not the feet to fit the shoes.

The inner cavity of the shoe should conform to the foot type, the sole is a little wide, so that the foot can have enough room for movement.

The sole should be sufficiently skid resistant, and the design of the slip marks is indispensable. Its depth, depth and direction should be reasonable.

The heel is mainly composed of flat heel and slope heel to ensure good stability.

Third, in line with the characteristics of the elderly consumers, the elderly shoes should be treated with humanistic concern.

Due to the age of the elderly, action is not convenient, so it is more difficult to bend over and take off shoes. Therefore, the structure should be made of no shoes, such as tongue shoes, shallow shoes and so on, which will be the focus of enterprise development, such as the incorporation of high-tech into nano shoe, magnetic vibration massage key shoes and so on.

2. price strategy for the scientific segmentation of the elderly market, differentiated pricing shoemaking enterprises and sales enterprises should be based on the elderly consumption point of view and consumption concept for market segmentation, for different types of elderly consumers, consumer positioning, price positioning, and the corresponding products.

The traditional old people's consumption concept is frugal, rational, pursuit of good quality and low price, and economic benefits. For this purpose, businessmen can neither price up nor blindly low price in order to price old shoes.

We should pay attention to the value and price ratio of shoes in line with the evaluation criteria of the elderly.

Shoemaking enterprises can reduce costs by improving production methods and processes, changing material collocation, etc., but we can not ignore the quality of products or reduce the cost by choosing some inferior materials because of the reduction of cost, which will inevitably lead to the loss of market share.

In addition, with the increasing number of quasi elderly people who enjoy the concept of enjoying life and pursuing quality life, the market prospect of high-end shoes with fine workmanship, fashionable taste, environmental protection and health will also be broadened.

In response to this group, the market can be further subdivided to achieve product diversification, diversification of styles and diversification of grades. This is also a prerequisite for making this market stronger and bigger.

3. promotion strategy guides the new consumption concept, embodies the humanistic care 3.1, guides the new consumption concept. Because of the influence of traditional ideas, our elderly people have always accumulated heavy consumption. Therefore, an important task for the promotion and sale of clothing for the elderly is to guide the elderly's clothing consumption concept, and advocate modern lifestyles and consumption concepts. For example, we can actively introduce and publicize the modern lifestyles, consumption concepts and clothing culture of foreign elderly people, and guide the elderly to understand and absorb modern consumption concepts and foreign clothing culture, so as to guide the elderly to understand and absorb modern consumption concepts, and encourage the elderly to pursue the taste, comfort and health of the elderly.

In addition to publicity methods such as television, newspapers, magazines, shop displays, etc., the way of sales promotion can also regularly distribute advertisements on clothing and clothing for the elderly in the community, so that the elderly can get information about shoes products without leaving home.

3.2 the promotion method of humanistic concern is based on the fact that the elderly are generally reluctant to run around because of inconvenient mobility. Rather, they prefer to buy nearby consumption habits. Sales terminals should be set up in lots of convenient pportation areas or residential areas to provide convenience for the elderly consumers. For example, the establishment of elderly stores, convenience stores for the elderly, and joint operation with community supermarkets can also set up monopoly counters in large shopping malls.

All aspects of promotion should be emotional and win the elderly consumers in the true sense.

For example, the facilities of shops should be minimized as far as automation is concerned, and the rest area should be increased. The written advertisements, shoes identification, shoe wear, merchandise introduction and shopping advisory services should be meticulous and meticulous, so that elderly customers can feel comfortable and considerate in shopping.

Enterprises can also establish communication channels with older consumers by establishing clubs or issuing VIP cards, so as to listen to their opinions on products.

Enterprises can also organize social public welfare activities and service activities with the relevant organizations such as age committees and neighborhood committees, so as to win the favor and trust of the public.