Investigation On The Current Situation Of The Clothing Industry For The Elderly And Suggestions For Opening Stores
"The most beautiful is the red sunset", which is often used as a metaphor for the beauty of life in old age. The living standard has improved, and the life of middle-aged and elderly people has become more colorful. It is no longer the patent of young people to lead the fashion trend. More and more middle-aged and elderly people tend to follow the fashion and show their self-image. In the next few years, the middle-aged and elderly people in China will Clothes & Accessories The demand will be more than 1 billion sets.
According to the survey of the business project evaluation center, at present, the elderly in China clothing It is still in the low-grade stage and lacks branding. Although it has expanded from suits to casual clothes, no one is willing to focus on the elderly clothing market, and the elderly clothing industry is lonely and wandering.
1、 Status survey:
1. From the perspective of market research: 76% of the elderly reported that clothing discomfort was mainly manifested in the chest, waist, abdomen, buttocks and upper arms, and other dissatisfaction was "monotonous color" (35.6%), "high price" (25.7%), and "poor quality" (14.9%). cloth Low grade is an important issue of clothing for the elderly. The fabric and color of clothing for the elderly are not flattering.
At present, the clothing for the elderly on the market is mostly made of cheap chemical fiber or woolen cotton. The clothing made of these fabrics is soft and close to the body, revealing the "rich" figure of the elderly, and showing the sagging old age of the elderly.
2. From the market point of view: the clothing for the middle-aged and elderly is either of few varieties or of old style, which can't keep up with the trend. Some people who run clothing stores also said that the consumer market of clothing for the elderly is not as broad as that of young people after all. There are two extremes for the elderly consumer group. On the one hand, the elderly who live in a very comfortable life tend to choose middle and high-end clothing because their consumption concepts are more taste oriented; However, most of the economically average elderly are thrifty, and some are hard to buy for years clothes , or just buy very cheap clothes. The overall consumer market is not very active. It is easy to sell clothes for the elderly. Many garment factories have taken a conservative approach in design, which makes it difficult to make new breakthroughs in the style of clothing for the elderly.
3. From Clothing store On the one hand, there is neither a clothing store for the elderly nor a special clothing brand for the elderly in the shopping malls with good clothing sales. It is more extravagant to find a clothing store for the elderly on the city streets. The clothes for the elderly are mostly associated with local stall goods and discount goods, and the styles are mostly plump, silly and rustic. There are few exclusive clothing brands for the elderly. The most common style is suits. Some elderly people report that it is not practical for the elderly. In this regard, the merchants explained that the shopping malls were not unwilling to sell clothing for the elderly, but the key was that there were too few clothing brands for the elderly, or the grade was too low, which was inconsistent with the positioning of the shopping malls.
In addition, most of the elderly do not follow the fashion in their clothes and pay attention to material benefits. Because the profit of clothing for the elderly is not high, it is difficult to arouse the interest of large enterprises. Most of them are small factories. At present, large-scale shopping malls are mainly aimed at middle and high-end consumers, mainly young and middle-aged people. The profit from the operation of elderly products is too thin, and there are not many elderly people who like shopping, so they generally do not make any effort in elderly consumption, let alone opening an elderly counter.
4. From the perspective of fashion designers: most of the current clothing designer They focus on creating personalized and fashionable clothes. In fact, their understanding of clothing for the elderly in their concept is still at the stage of popular clothing in the past, and few people find that in the eyes of many elderly people, clothing has been locked in the pursuit of personalized, diversified and brand oriented fashion.
2、 Development prospect
The latest statistics show that the elderly population in China is 162 million, accounting for 12.79% of the total population. Since the beginning of this year, China's aging has entered a stage of rapid development, and the elderly population will increase by 8 million to 9 million annually. It is estimated that by 2020, China's elderly population will reach 248 million, and the aging level will reach 17%.
The business project evaluation center predicts that in the next few years, the demand for clothing for the middle-aged and elderly people in China will be more than 1 billion sets, the clothing for young and middle-aged people in department stores will account for more than 70%, and the clothing suitable for the middle-aged and elderly people will account for less than 10%. "Silver hair market" has great potential.
From the perspective of the consumption capacity of the elderly, a survey conducted by the China Aging Science Research Center shows that 42.8% of the urban elderly in China currently have savings. With the increasing pension of the elderly, their savings will also increase. It is estimated that the total pension of the elderly in China will reach 838.3 billion yuan in 2010; It will reach 2814.5 billion yuan by 2020; By 2030, it will increase to 7321.9 billion yuan.
On the one hand, there is a considerable market prospect, on the other hand, there is an embarrassing market situation. In fact Aged clothing market With broad space for growth, it is important for enterprises to think more.
3、 Store opening analysis
On Senior clothes The store should be positioned according to the consumption capacity of the middle-aged and elderly people everywhere. Generally speaking, the middle and high-end ones are suitable for opening in large, medium and small cities, and the start-up capital is 100000 to 150000 yuan; The medium and low-end ones are suitable for opening in counties, towns and other places, and the start-up capital is 50000 to 100000 yuan. For first-time entrepreneurs, it is recommended not to invest all the funds in the initial stage, in case of improper positioning, and adjust the purchase (operation) direction in time. If it is a stall type operation, it will cost less.
Site selection: The choice of location has a great impact on the future operation of the store, so we must find a store with a good location. Of course, the city is within the planning scope of the business district, where there is a large flow of people but it is easier for customers to stop; The towns and villages in the county seat should also be located in markets and street stores. Although the stores in the same industry are crowded together, they are more likely to attract traffic. If a clothing store for middle-aged and elderly people is set up in a large community, it is also a good choice.
Store rent: For first-time entrepreneurs, the store area is 10-20 square meters. After finding the store, the next step is to sign a contract with the landlord. Before signing a contract with the landlord, it is best to prepare all the preparations and written data (including the handling of business licenses, etc.) that can be done. Because once you sign a contract with the landlord, you will start to pay the rent, which will naturally cause time pressure. When signing a contract with the landlord, the lease term should not be too short. If the contract is signed for only one year, the investment may only be recovered one year later, but the store will be taken back by the landlord. The lease term is ideal for three to four years; Even if there are problems in the future operation, it can also be sublet out.
Decoration: The decoration of a store is very important because it is related to the business style of a store and the customers' first impression of the appearance. If the decoration is too high-grade, the middle-aged and elderly customers will be scared and dare not go in; The decoration is too rough, and it will give people the feeling of selling goods on the ground. 1. The eye-catching advertisements at the door are clear, so that people passing by can see at a glance what is sold in the store. 2. Hardware such as lighting is also very important. If the store is not bright enough, it feels like it is going to close down. Air conditioning must be available in summer, otherwise it is difficult for the store to let customers have the patience to choose clothes. If they are sticky, they will not be in the mood to try on clothes!
Purchase: The three armies are not moving, and food and grass are first. Don't wait for the store to be decorated before looking for purchasing channels, for one thing, you will lose the rent of the store; The second is to cram temporarily, which will affect the opening of the store.
Yes Brand clothing Shop, foreign trade shop, mixed brand shop or set up a stall in the night market? First of all, we should consider that the purchase should be marketable and appropriate, and we should have a plan in mind. Of course, we can also make changes in the purchase process. When purchasing, we should first go to the market to see more, ask more, compare more, and then determine where to purchase. We should stick to the clothing positioning of our store, and don't think it's good to be like this or that.
Try to sell less, and then purchase more. Because it is a new store, there must be more styles, giving customers a wide choice. If it is in the city, it is better to arrange the purchase on Wednesday or Thursday every week, so that there must be new products in the store every Saturday, but only some of them will be delivered, and some will be reserved for Sunday; If we enter the peak sales season, we will have to replenish the goods in three or four days. For several sales climaxes such as "March 8th", "May 1st" and "National Day", do not wait until the time is almost right to prepare the goods. You can start the preparation half a month in advance. You should have enough time to arrange for yourself.
4、 Marketing suggestions:
1. Display: Although the clothes are for middle-aged and elderly people, the products must be of many varieties, giving customers enough room to choose. This is different from other brand stores, and does not rely on several main styles to sell. The product display should highlight the characteristics of its own clothing, and display the tops, skirts, pants, suits, etc. separately. In addition to the neat appearance of the store, it also provides convenience for customers who want to purchase purposefully. If she only wants to buy skirts, she only needs to select skirts. If she buys skirts and wants to match tops, she can directly match them with tops. And the middle-aged and elderly people are relatively weak, so let them find suitable clothes as soon as possible. A large number of models can be used to sample clothes, which are often sold fastest; Some middle-aged and old people also love beauty, and the appearance in the window should be changed frequently, so they can't be lazy.
2. Service: train salesmen in basic skills, customer service attitude and service tenet. No matter whether the customer buys clothes or how much they buy, they should smile to see the customer off with satisfaction. Only by this way can they have a reputation and repeat customers. The customer's requirements shall be met as far as possible under the premise of possible realization.
5、 Risk prevention
Although there is a huge market demand for middle-aged and elderly clothing, due to various historical factors, investment in middle-aged and elderly clothing stores should also pay attention to risk prevention:
1. Influenced by old-fashioned ideas, most middle-aged and elderly people are reluctant to spend, and they will think twice if the price is a little more expensive. Many middle-aged and elderly clothing stores have poor business. Therefore, we must pay attention to the price positioning according to the target consumer groups.
2. Compared with the clothing of young people and children, the clothing profit of middle-aged and elderly people is relatively small, and they make profits by volume in the sales process.
3. The consumption concept of the middle-aged and elderly people is both mature and relatively conservative. They have a process of accepting new things and need the guidance of society and the market. If special operation is carried out for middle-aged and elderly people, the investment in early publicity and guidance is relatively large, and the payback period is relatively long.
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