Talking About The Successful Experience Of Middle And Old Aged Clothing Industry From The Phenomenon Of "Middle-Aged And Old Clothing Street" In Wenzhou

Wenzhou's "middle aged and old clothing street" is located in Datong Lane in the center of the city. It is opposite to the two most popular commercial streets in Wenzhou, namely, Ma Ma Street and Fuqian street. Compared with the five Horse Street and fufujie street, the Datong lane is just a small lane less than ten meters wide, but its fame is no less than that of the five Horse Street and Fuqian street. Especially among the middle-aged and elderly women in Wenzhou, almost no one knows about Datong lane.

The fifth time in 2000.

Census results show that China's population over the age of 65 is 88 million 110 thousand, accounting for 6.96% of the total population, indicating that China has begun to enter an aging society.

In theory, population size, purchasing power and propensity to consume constitute the three elements of the market, and the scale of population is the foundation.

Such a large group of elderly people has laid the foundation for forming a huge consumption market for the elderly in China.

In recent years, the elderly economy and the elderly consumption are very heated in the academic field. Most of the scholars' views are: the potential of the elderly consumer market is very large, but it has not been effectively developed; the demand for old consumption has increased rapidly, but it is not well met.

Most scholars have appealed to businessmen to develop the big cake of the old market. Some have also put forward specific measures, such as designing clothes for the needs of the elderly, making special designs for the fabrics, styles and specifications of the clothes, setting up specialized shops for the elderly clothing in the big shopping malls, and re launching tailoring business in clothing stores.

However, these measures do not seem to have made the clothing market for the elderly flourish. The problem of buying clothes for the elderly has not been solved. Businessmen still think that the old clothing market is a cake that is hard to chew.

How to solve the problem of middle aged and old people buying clothes and how to open up the consumption market for middle-aged and old people? We can get some enlightenment from the phenomenon of "middle-aged and elderly clothing street" in Wenzhou.

Wenzhou's "middle aged and old clothing street" is located in Datong Lane in the center of the city. It is opposite to the two most popular commercial streets in Wenzhou, namely, Ma Ma Street and Fuqian street. Compared with the five Horse Street and fufujie street, the Datong lane is just a small lane less than ten meters wide, but its fame is no less than that of the five Horse Street and Fuqian street. Especially among the middle-aged and elderly women in Wenzhou, almost no one knows about Datong lane.

Why an alley will be so famous? The original Datong alley has 30 stores, all of which run middle-aged and old women's clothing. It has become a professional market for middle-aged and elderly women's clothing in Wenzhou.

Two years ago, the alley opened several stores selling clothing for the elderly, but sporadic scattered among other shops was not obvious. It was not expected that in the next two years, the lane was full of middle-aged and old clothing stores.

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The "golden age", "evergreen", "time", "long time", "wife" and so on are next to each other. Compared with other youth clothing stores, the sale is very popular. The business here is very popular. I have come to Datong Lane many times, whether in the morning or in the afternoon, I can see a lot of middle-aged and old women (ranging from 60 to 80 years old).

In the above survey, we can see that the success of Wenzhou's "middle-aged and elderly clothing street" mainly depends on the centralized and specialized market form, which largely satisfies the consumption characteristics of the elderly.

The centralized operation mode of "middle and old age clothing street" is convenient for the elderly than two goods, and it is not easy for sellers to form a seller's market and raise their prices. The high price of Xiamen's "fat Miss Beauty" clothing store has nothing to do with its exclusive operation, which is in line with the old people's frugal psychology and the old people's cautious consumption characteristics.

The clothing prices of "middle aged and elderly clothing street" belong to the middle and low grade, which basically fall within the scope of the purchasing power of the middle-aged and old people.

Thrifty consumption psychology, at the same time, "middle-aged and elderly clothing street" is located in the center of the city, the traffic is very profitable, and the back and the road are high. One family is next to each other. For the elderly, it doesn't take much effort to stroll, which is in line with the physiological characteristics of the old people with relatively poor physical strength.

In addition, one street has many styles and specifications, which makes every old man happy.

The success of the middle and old age clothing street in Wenzhou lies in that it meets the consumption needs of the elderly well, and guides the consumption of the middle-aged and the elderly in the process of specialized market formation. The formation of the new consumption concept of the middle-aged and elderly people in turn promotes the development of this street, and ultimately achieves the "win-win" and "interaction" between the buyers and sellers.

How did this street come into being in Wenzhou? I have asked some shopkeepers, "why do you manage the clothing business for the elderly?" several shopkeepers earlier said: "at the beginning, I saw more and more elderly people, and I often heard the old people complain that they could not buy clothes anywhere. They felt that they could sell clothes for the elderly." and "Wenzhou people are rich, many old people are very rich". "The rent of the alleys is cheap," the owners of several shops later said: "business is not good now, and unemployment is increasing.

When asked, "what's the difference between doing business for the elderly and the business of the young people?"

Old people are rather hesitant when buying clothes, so be patient. "

The sensitivity of Wenzhou people to the market and the free and flexible market atmosphere have created an opportunity for the formation of this street.

Now, in some residential areas with relatively concentrated population, there are sporadic shops specializing in middle-aged and elderly clothing. It is estimated that in the near future, there will be several new "middle-aged and elderly clothing" streets.

This is a market formed entirely by the interaction between buyers and sellers. It is a market formed by free competition and characterized by strong Wenzhou characteristics.

From the example of Wenzhou, it is not how to form the experience of specialized market process, because this process includes the unique role of Wenzhou's unique economic and social environment and local culture, and it is a centralized market specializing in developing the old consumer market.

Local governments can choose a place with more convenient traffic and more intense commercial atmosphere, such as setting up such specialized market, guiding operators and consumers to enter the market together, and win a win-win situation in the interaction of consumer behavior.