The Business Opportunity Of Clothing For The Middle-Aged And Elderly Whose Elderly Population Exceeds 200 Million

2013 will be a landmark year for China to enter the aging population. The number of elderly people will break through the 200 million mark, reaching 202 million, and the aging level will reach 14.8%. By 2030, China will usher in the peak of population aging. The huge elderly population has laid the foundation for the formation of a huge elderly consumer market, driving a large number of elderly consumer demand markets in health care, medicine and nursing. It is an inevitable business opportunity and trend for China to have hundreds of millions of elderly consumer markets in the future.

It is difficult for the middle-aged and elderly people to buy clothes in the face of the huge consumption group of the elderly and its hot "sunset industry" clothing But the market seems unusually cold. nowhere to buy it clothes It has become a problem for the elderly.

Among them, the biggest obstacle encountered by the elderly when buying clothes is the problem of "large size". "I want to buy a dress for my grandma. Few clothes for the elderly are sold in the shopping mall, but the elderly are too old to walk too far and can't go to too many places. I thought there must be many clothes for the elderly online, but my grandma is a typical Shandong person with a big and fat skeleton, so I have to try them on myself to know whether they can wear them. I'm really worried." Miss Cui, who lives in Shijiazhuang, revealed her helplessness when shopping for clothes for the elderly.

Ms. Yang, 60, has been retired at home for many years, and has also been struggling to buy clothes suitable for her. From T-shirts and short sleeves in summer to coats in spring and autumn, Ms. Yang has very simple clothing requirements, cloth The comfortable style is simple and generous, and the price is reasonable. However, when you visit shopping malls in Beijing, you always return empty handed. Either the style is simple and old, or the color is too bright and does not conform to the age temperament. It is not easy to meet a favorite, and often thousands of prices have to "give up".

In addition, the store shelves for elderly consumers in shopping malls are also rare. Even in the peak season of clothing consumption in holidays, the best time for clothing brands in major shopping malls to try their best to increase sales is to see that the floors of shopping malls are almost occupied by young ladies' clothing, urban white-collar workers, sports and leisure, professional clothing, etc, The clothing of the elderly is sometimes mixed with the above categories and sold together, not on separate shelves, but on a few counters. And some specialize in selling the elderly Clothes & Accessories The shop is often located on the wrong side, which can only be found after repeated inquiries. The style of clothes is not as rich as that of other age groups.

The elderly have little profit but no market. At the same time, clothing stores and businesses are also very helpless. The reason for this phenomenon is very simple. The elderly clothing does not make money. Although its market demand is huge, the profit is poor, which has a lot to do with the consumption habits of different age groups. Although the young people around 20 years old are not completely independent economically, they pursue popular personality and like to consume fast fashion brands. They are the most frequent consumers of clothing; Young and middle-aged people aged 25-45 have a certain economic foundation and cultural literacy, and care about the quality of life Brand clothing Major consumer groups; Compared with the perceptual consumption of young and middle-aged people, the clothing consumption of middle-aged and elderly people over 46 years old is much more rational.

A businessman said that the middle-aged and old people are very "smart" consumers. They are generally frugal in their living habits, and are far more sensitive to the price of commodity categories than the young people. At the same time, they also attach great importance to the quality, comfort and service in the sales process of commodities. The design style should not be too trendy or conservative. The quality and price are comfortable, The workmanship should not be sloppy.

Compared with young women's "big spending" on clothing consumption, such "harsh" requirements are very difficult for clothing enterprises. In addition, the economic income of middle-aged and elderly people is in a recession or stagnation stage, and the frequency of clothing replacement is not high, which is far less than children's clothing and women's clothing of other ages, and the profit space is large, which will inevitably be ignored by business brands.

In fact, in real life, the consumption demand of the elderly for clothing is still considerable. According to statistics, at present, the output value of China's aging industry is about 1 trillion yuan, of which only the elderly clothing has at least 200 billion yuan of consumption potential every year. Due to the lack of more attention and understanding of demand, consumer exports cannot be released.

For middle-aged and elderly people in their fifties and sixties, they pay more attention to family service in the process of consumption, for example, they can provide processing services for returning to the factory for sleeve length, trousers length, fat and thin, so as to enhance the goodwill of middle-aged and elderly consumers and customer stickiness, and occupy the blue ocean market of middle-aged and elderly clothing with great potential.