Problems In The Clothing Market For The Elderly

Many middle-aged and old people like Chinese style cheongsam and Chinese style. clothing Because this kind of clothing can be more flexible.

Xidan Shopping Center for the elderly. There were only 8 middle-aged and old brands, and now they are expanding to more than 20. Clothing for the elderly 。

Just after the beginning of the "Yang Festival", the consumption market reaction of the elderly is still "colder" after the aging of China's population. According to statistics, in 2005, China's population over 60 was 144 million, accounting for 11% of the total population of the country. That is to say, China has entered an aging society. It is estimated that the elderly population will reach 240 million in 2020, accounting for 17.17% of the total population. By 2050, the total number of elderly population will exceed 400 million, and the aging level will be promoted to more than 30%. With the development of the economy, the consumption demand of the elderly is developing towards high level, high quality, individuation and pluralism. It is becoming the pursuit of the elderly to spend money on health, buy young, buy comfort, buy pleasure and buy convenience.

　　 investigation

Shopping mall for the elderly is "numbered".

Despite the rapid rise of shopping centers in Beijing in recent years, there are few shopping centres for middle-aged and elderly customers. Reporters found in the survey, Beijing shopping mall for the elderly only Xidan shopping malls, Renaissance business city, Gan Jia Kou building, blue island mansion and other "handful".

In October 24th, the reporter walked into the Renaissance commercial town located on South Lishi road. Although the "underground corridor" type of shopping malls, but there are still many middle-aged and elderly people are shopping, and wheelchair old people are coming. At a Goldlion cashmere counter, a more than 50 year old consumer is trying on a zebra cashmere sweater. After that, the price is about 900 yuan. Cashmere sweater Buy it.

According to Lu Hong, Minister of the business department of Beijing Renaissance commercial city, in 1992, the newly revived commercial city of Beijing was located in serving the surrounding working-class, and many department stores opened for competition. In the fierce competition environment, in order to open up the competition layer, Beijing revival commercial city gradually moved its positioning to the middle-aged and elderly customers. In recent years, in addition to running cheap clothing for middle-aged and elderly people shoes Hat and so on, also introduced fur and some high-end clothing. Clothes & Accessories 。

Similarly, the Xidan shopping mall is widely recognized among the elderly consumers in Beijing. The middle and old age area in Xidan shopping mall was established in August 2005, with an area of 600 square meters, which is located next to the 2 staircase of Xidan shopping mall. On the big sign, the words "Chunhua Qiushi" in the clothing hall for middle-aged and elderly people are written. The middle and old age area of Xidan shopping center has expanded from the original 8 middle-aged and old brand to the present more than 20, mainly engaged in middle-aged and elderly clothing. In addition, there are 17.37,0.26,1.52% counters selling medicine and some cosmetics. Daming glasses counter sells elderly glasses.

Liu Caijuan, the fifth store manager of Xidan shopping mall, said that the turnover of Xidan aged areas has been gradually improving in recent years. This shows that the living standard of the elderly is gradually improving, and the quality requirements for the brand are also high.

　　 find

　　 Clothing size The biggest problem.

Many people think that clothing consumption for the elderly is nothing more than a large size, but it is not. Lu Hong, Minister of business department of Beijing Renaissance Commercial City limited, said that the figure of the elderly is generally fat, but fat is fatter. Some are waist thick, some are coarse arms. Therefore, clothing size only pursues "big size code". In a recent consumer survey in the shopping mall, 90% of consumers said they didn't get the right place. clothes First of all, the size is not appropriate, followed by the style. These two categories sell the most for underwear and down coats, which do not require a large number of styles.

Lu Hong believes that although there are elderly people, there are different age and consumption levels. The current consumer market has not really dug up the high-end consumption of senior customers. For older consumers, the size of clothing is the biggest problem. The clothing size of foreign countries will be more careful for the elderly. They will do some research in advance, for example, there are several main types of bodily form of the elderly in their country, which can be seen from the classification of the size of foreign trade clothing.

　 Elderly people attach more importance to "family service"

Reporters found that consumers aged fifty or sixty years, in terms of clothing collocation, color requirements higher, they also pay close attention to family services in the process of consumption.

LU Hong, Minister of business department of Fuxing Commercial City limited, said that the consumption of middle-aged and elderly people should be emphasized from the depth and details. For example, some elderly people prefer the Chinese dress brand of Qipao and their counterparts, because such clothing can play a very good role in modifying the figure of the middle-aged and old people. Yi Fei women's clothing is a typical Chinese dress. The counter provides customized service, and the cost of the manual is only 20% higher than the original price. Other brands also provide modification services, such as sleeve length, trousers length, fat and thin, etc., can require the brand to return to factory processing, and two or three days later, you can get the right clothes.

Jiang Qinghong, captain of the sunshine model worker team in Xidan shopping mall, said that every brand in Xidan shopping center's old district has the service of modifying clothes. The team also puts the "family service" in the first place. The shopping guide will shoot the new style to the customer by mobile phone, or send it to the QQ space by oneself, for the elderly customers who will go online. Many elderly customers did not buy the right clothes or the clothes that had been altered. The staff of sun model team has a "intellectual collocation" service, which can provide customers with one to one collocation services and suggestions. Employees with special needs will also provide some individual designs.

　　 observation

Elderly consumption advocates "zero distance service"

Lai Yang, Secretary General of Beijing Institute of Business Economics

The consumption of young people is mainly in perceptual consumption, such as the purchase and replacement of fashionable clothes, fast fashion consumer goods and so on. Department stores will also adapt to the consumption characteristics and introduce new discount information at high frequencies to promote consumption. The consumption of the middle and old aged people is generally the consumption of daily necessities, and their feeling of fashion vane is weak. Therefore, the department stores decide that the consumption of middle-aged and old people is very small.

Seniors' price sensitivity to commodity category is also different from that of young people. The original Chongwen vegetable market is to maintain a one to one operation, although the price is higher than the supermarket, but the elderly consumers will be very much recognized.

The two market potential of elderly consumption is huge, one is the elderly health care products market, and the two is convenience service.

First of all, the consumption of elderly consumers to some health products is quite considerable. However, the market is largely occupied by some non-standard markets, and there are few brand chain operation modes, and even the phenomenon of price increase and deception.

For the development of a new market, we must explore the consumption pattern of this group of people's lifestyle and the way of consumption they want to provide. At present, the consumption of the elderly mainly advocates "zero distance service". Many convenience stores fail to deliver door-to-door services, most of which are individual services' stragglers' service, especially in the formal and reliable chain service industry. In the future, community convenience stores can provide convenience services for the elderly.

In fact, in real life, the consumption of the elderly is still a lot. Just because they do not frequently advertise the elderly consumer goods in fashionable places, many people will feel that the economic development in this area is not enough.