What Makes The Elderly Market Active?

Recently, the Ministry of consumer goods industry of the Ministry of industry and Commerce has drafted the guiding opinions on the promotion of the development of the elderly products industry (Draft), and has publicly solicited opinions.

As an important part of the aging manufacturing industry, the draft has put forward a clear goal: by 2025, the total size of the old products industry will exceed 5 trillion yuan, the old products industry system will be basically established, the industrial scale will continue to grow, and the market environment will continue to be optimized, so as to form a good pattern of coordinated development of technology, products, services and applications.

The target has been clear, but the road also needs the relevant aging manufacturing enterprises to move forward step by step. The acceleration of the aging process has become the focus of the society, but the elderly market has not received the matching attention. Nowadays, in the elderly products industry, besides elderly shoes, it is hard to find other products belonging to the elderly. When it comes to shoes for the elderly, it is a brand that can not be turned around. It can be said that foot health has opened a window for the elderly products industry. From this window, we can see the direction of the whole industry going forward.

The "big" market and the "small" supply, the secret behind the old shoe of "exploding money"

This year is the twentieth year for China to enter the aging society. Facing the huge market brought by aging and aging, the development of related industries in our country is still at the initial stage, and the leading enterprises of benchmarking are few.

The needs of the elderly for elderly products have certain particularity. Take the elderly shoes for example, in the column of CCTV's "dialogue" recently, Dang Junwu, deputy director of the China Aging Research Center, according to a survey, the elderly demand for shoes has five key words: "safety", "comfort", "special functions", "fashion" and "cheap".

In fact, products that can satisfy five key words at the same time are in short supply in the market. A statistic once showed that in 2005, China exported as many as 6 billion 913 million 600 thousand pairs of shoes to foreign countries, but most of the elderly could hardly buy a pair of suitable shoes in the market. There are very few products that are specifically designed, developed and produced for the elderly.

Dare to label their products with old products labels, and do everything in the consumer goods market. The reason why we dare to choose the subdivision area of old shoes is the deep insight of the core needs of the elderly, and on this basis, R & D investment is "software", to create the whole industry chain as "hardware", "soft and hard repair" for the elderly to produce suitable products for them.

If you want to make shoes that are really suitable for the elderly, you must rely on strong R & D capability. We have established an integrated research and development system driven by user data, clinical expertise of foot and ankle, ergonomics empowerment. At the beginning of its founding, foot Li Jian set up a user research center. Through long-term and in-depth research on the elderly, a large number of foot shaped data were collected, each foot type was analyzed and cross referenced, and products suitable for the elderly were developed.

In 2017, Full strength In conjunction with the people's Daily's health times, 18 domestic authority foot and ankle surgery, Department of orthopedics and sports medicine experts were invited to jointly establish the foot Science Research Institute. Ankle and ankle specialists are aiming at the common problems of the elderly foot, such as foot type, Bian Pingzu, arch collapse, etc., combined with rich clinical experience and latest scientific research results, give guidance to product development, support product iterative upgrading, and effectively solve the elderly shoes problem.

At the beginning of this year, he also reached a strategic cooperation with the Chinese Academy of standardization and set up a joint venture. Center for human health and ergonomics ". The Chinese Academy of standardization has the largest database of human body data in China. In the future, the powerful athletes will work together with the Standardization Research Institute to work out the industry standards for the elderly shoes, and invest in the production of elderly shoes products with more accurate basic data and latest research methods and scientific research results, so as to serve the elderly users with more humane design, better materials and higher quality products.

It is worth mentioning that in the concept of healthy products, the appearance of the elderly shoes should also be fashionable when they are comfortable. In order to design more beautiful and fashionable products for the elderly, in early 2019, Jeff Henderson, the founder of the world's Coconut shoe "YEEZY350V2", was invited to take part in the design of the shoes for the elderly. Jeff Henderson, who led the Nike product design team for 15 years, is a fashion symbol in itself. As the world's top designer, Geoff will provide a more comprehensive design for the feet of the elderly, to meet the needs of the elderly in a variety of life scenarios, and to build up the "coconut shoes" in the elderly shoes.

The strong R & D capability has made foot health design a professional shoe for elderly people, which has injected professional gene and quality into the brand. This professional strength will help to serve the elderly's demand for shoes better.

After developing a good product, how to put shoes on the feet of the elderly at a more realistic price has become a "hardware" problem. In order to achieve this, we should try our best to build the whole industry chain mode. At present, the company has entered into strategic cooperation with shoe-making enterprises and raw materials suppliers from 7 countries and regions in the world to integrate the advantages of the industrial chain and introduce advanced production equipment, moulds and technologies to meet the purchase needs of different elderly people. Not only does it cooperate with the Nike supplier, it also brings together Japanese Yunji yarn, British Kuk yarn, Portuguese Armipex shoe factory, Germany DESMA automatic production line, Italy ROPA automation production line, Amway leather... The world's top footwear manufacturers and raw materials suppliers provide a solid foundation for the production of a pair of well worn, comfortable and inexpensive shoes for the elderly.

It can be said that the hard and soft "soft and hard training" is aimed at making a pair of "professional shoes for the elderly", so that the elderly can buy more value and dress more comfortably. With such products, it is not surprising that the elderly shoes become the "exploding money" in today's market.

Care is more than products. The pension industry needs entrepreneurs to "lean down".

In the "dialogue" column recently broadcast by CCTV, Zhang Jingkang, the founder of foot and old shoes, took the star product on the stage as a guest to try it on. He kneels down on his knees to change shoes for his guests. He set the example to carry out the best service and meticulous care for the elderly to carry out the details. The guests honored Zhang Jingkang's dedication as an entrepreneur.

It is Zhang Jingkang's secret to lead the foot to success by stoop down and work hard for the elderly and serve the elderly. Unlike ordinary entrepreneurs, Zhang Jingkang spent 70% of his time in the front line. Instead of dealing directly with the elderly at the terminal stores, visits and research were done in factories to grasp production and product quality. Zhang Jingkang said: "I personally touched many old people's feet before I really realized that foot problems such as old people's feet deformation, high back of the instep, leg weakness and other foot health problems made it difficult for them to wear a pair of comfortable shoes. We must keep face-to-face communication with the elderly, understand their shoe wear difficulties, and produce products to meet their needs. It is this kind of "down to body" communication mode, which deeply perceiving and understanding the difficulties of users wearing shoes, making Zhang Jingkang the entrepreneur who knows most about the feet of China.

Product innovation is never-ending, Zhang Jingkang also served as the "chief product officer" of foot health. He went deep into the factory to participate in the R & D and design of the elderly shoes. All products were created and defined, including every link of R & D and production, and every material was personally taken care of to ensure that the product was the ultimate in every detail.

In order to further enhance the R & D capability of products and consolidate the global industrial chain and meet the market demand, Zhang Jingkang will take the time to study in Europe, America and Japan every year to learn advanced technology and understand the international market. Not only bring advanced foreign technology, equipment, and international top raw materials back to China, but also provide the domestic elderly with the international quality of shoemaking industry.

In the elderly's life, we need to find the needs, and with a humble heart, to lean down and help the elderly to solve the difficult problems of shoes and help them enjoy happy and happy life in order to win the hearts of users. This is the inspiration of foot health to the whole pension industry.

Nowadays, after extensive development, the pension industry has entered a new stage of product segmentation and deep ploughing, and the volume of market calls for specialized enterprises has been increasing. Zhang Jingkang, who leaned down in front of the old man, and a professional heart and soul research and development product, is supporting a new benchmark for China's pension industry.