"Old Shoes" Swept The Fashion Circle Of Silver Hair, And Investment Institutions Heard The Wind.

The concept of "old shoes" has recently been ignited.

Recently, Zhejiang's antiskid shoe enterprise, A, which is mainly owned by the middle-aged and the elderly, has won 30 million yuan of financing from Zhejiang venture capital. As an integral part of the silver hair economy, the market for "elderly shoes" is quite large. The old shoes sold by businessmen on the e-commerce platform sell tens of thousands of pairs at a time, and there are publicly available data showing that the number of enterprises producing and selling elderly shoes has surged from more than 1700 in 2014 to more than 3500 in 2018. But on the other hand, just recently, the quality supervision department pointed out that nearly half of the sampling shoes were unqualified.

On the one hand, it is a huge market prospect, a continuous influx of businessmen and investment institutions behind the market. On the other hand, there is a lack of qualified products and industry standards. How will the industry develop in the future? How to avoid "old shoes" becoming "old shoes"?

Some investors say that the industry is just on the right track, and some investors have analyzed the logic behind the investment projects of the service providers.

Behind the popularity of "old shoes": blue ocean of trillions of pension industry

Investment manager 77 (pseudonym) was originally concerned about the cultural and entertainment industry, but recently some changes in the home made her a bit of a stir. "At first, my mother went to the store to buy a pair of old shoes, and she liked them very much and bought them for my father and other elderly people at home. Now I'm wearing winter money, and I'm waiting to buy it later. There are many relatives and friends around the house who have bought these shoes. It seems that the market is really big. I have to study it. "

This is not the case. The daily economic news reporter readily opened the electronic business platform and searched for the keyword "old shoes". Although the price of the pop-up products ranged from tens of yuan to thousands of yuan, all kinds of brands were dazzling, but tens of thousands of sales were uncommon.

CITIC investment research report pointed out that in 2018, the size of China's pension industry market reached 6 trillion and 570 billion yuan, and it is expected to reach 10 trillion and 290 billion yuan in 2022, with a compound growth rate of 11.9%. This means that China's pension industry is a trillion blue ocean market, and there will be huge room for future development. The outbreak of "old shoes" is a microcosm of the silver economy.

Such momentum has undoubtedly attracted the attention of capital.

Recently, the head offices represented by Sequoia Capital China Fund (hereinafter referred to as Sequoia China) and Huaying capital have expressed their optimism about the silver economy in public. The Annable, which was mentioned at the beginning of this article, has been continuously invested by a number of venture capital institutions since its establishment in January 2018. These include 4 million 500 thousand yuan seed capital investment in dimension capital, 27 million yuan angel investment in AOKANG, dimension capital and Yi Jin capital, and this A round financing is just like capital darling.

White hot competitive market: market demand is disconnected from regulation.

Contrary to market heat, the quality of elderly shoes seems a bit worrying.

In many business sales copywriters, we can see "comfortable and comfortable" and "skid safety". But recently, the Federation of Yangtze River Delta Consumer Protection Committee conducted a comparative test on the quality of "elderly shoes", which contrasts with the publicity of merchants. In the general index of testing the basic performance of footwear, the "old shoes" tested repeatedly touches the standard red line.

Of the 80 batches of samples purchased in this comparison test, 54 were collected from the online business platform, 16 from physical stores, and 10 from TV shopping. The result shows that nearly half of the "elderly shoes" are not up to standard. Some products are poor in supporting and shock absorption. After wearing the old people, they not only have no health care function, but also have hidden dangers.

As a matter of fact, many products on the market are popular because the consumers believe that they can better protect the elderly compared with other products and meet the needs of the elderly. Sequoia China recently released the 2019 China urban pension consumption insight report, which shows that Chinese elderly groups are most concerned about their quality, function and safety when purchasing pension products, all over 40%. Unlike the general impression, "price" is not the primary consideration when they choose to buy pension products. In the consumption of daily necessities for the elderly, children are the main force of consumption. They will compare brands, analysis functions and many categories of products for the elderly.

In other words, young people buy their products for their elders because they are filial piety. The old people favor these products with a sense of comfort. But some of them just change their names and become "old people only" products, which can not meet these needs.

As Cheng Weixiong said, many so-called "old shoes" are not expensive, and they can not be achieved on functional appeal. This is also a cover for some elderly shoes, which is actually just a pair of shoes.

He further said that the current problem of similar elderly shoes frequently appeared, that is, the market demand is divorced from regulation. The standards for these products should not only be "customized" but also more stringent.

Agencies: investing in the pension industry must find the leading enterprises in the field of subdivision.

In the final analysis, "shoes for the elderly" is only a very small part of the huge pension industry, but it is also a representative industry in this field.

Founded in 2015 and focused on investment in early science and technology projects, it is an early investor of the company. Its partner and director, Zhang Ze, told reporters every time that the silver hair economy is a trillion level market, and the field is very broad, involving health care, rehabilitation and related medical and health care fields. "First of all, many countries in the world are entering the aging stage, especially in developing countries, or near developed countries. According to this year's data, the birth rate of Chinese newborns is still decreasing steadily. That is to say, the elderly population in China will account for nearly 1/4 of the total population in the next two or three years. This is a very huge figure, and there are many opportunities behind it. "

In Zhang Ze's view, agencies will consider from a variety of angles when they invest in pension projects. "We need to demonstrate its market demand, technological advancement, business mode and social value. In particular, the social value, we go to such projects are still more bottomed, rather than some just model innovation projects. "

He also pointed out that although the coverage of the pension industry is very large, it can focus on some areas of subdivision when investing, and seize the leading enterprises. What we are looking for is a leading company that has a clear lead in product technology, can be properly verified, and can be recognized by consumers. After finding it, it matches it with strong backend resources to help these enterprises achieve rapid development.

Another large venture capital organization also told every reporter that after experiencing the barbaric growth in the early stage, "old shoes" is just on the right track.

"First, industry regulation must be strengthened. Second, the consumption economy of the elderly is on the rise. It can be seen in the old people's enthusiasm for health products and shoes for the elderly. Besides, while the industry is paying attention to young fashion, in fact, the elderly, especially the elderly footwear industry, has great potential to tap." When it comes to the prospects for the development of future shoes for the elderly, Cheng Weixiong concluded.