80% Of The Consumption Group Of Cheongsam Is The Elderly With Silver Hair, And The Market Pays Attention To The Consumption Of "New Old People"

preface:

There is a kind of beauty, called 60 +, whose mother still shines with confidence in her daughter's clothes.

There is a kind of fun, called "mother daughter wardrobe sharing". The attempt of multiple styles and the creation of a new image have become small surprises in life.

The "mother's and women's wear" like a girl's friend, the delicate image that makes people's eyes brighten, and hundreds of netizens' comments on it encourage more and more middle-aged and elderly people to gradually break through the previous dressing style and reinterpret the current popular items with their own unique opinions.

"In the past, people were very casual when they went out to buy food. You see, many people went out in pajamas like window gauze, but now I just have to go out and make-up and clothes must be well matched."

Granny Hua, 67, is a "changeable girl" who always keeps her passion for life. She not only boldly tries all kinds of new experiences of diving and skydiving, but also is keen on freely switching among various wearing styles. Her delicacy is no less than that of generation Z. In her communication with ageclub, her white polka dot skirt, exquisite pearl necklace and earrings, as well as her calm and confident beauty, have added a bit of unique meaning to her opinions on the current middle-aged and elderly clothing.

"Aesthetics needs three generations of change", as grandma Hua said, from "young brands dare not try, dare not wear, dare not buy", to actively embrace fashion clothing, the current silver hair group is experiencing a new consumption wave of aesthetic awakening.

During field visits to first tier cities in Beijing, Shanghai, Guangzhou and Shenzhen, and sample interviews with users from second tier and third tier cities, Ageclub found that the "new old people" with more dress awareness have changed their preference for clothing brands, purchasing channels and price choices——

The trend of young, high-end and personalized clothing has been rising.

When fashion brands are no longer exclusive to young people, and when high-end clothing customization is gradually stepping into the silver circle, what kind of sparks will the middle-aged and elderly clothing market inspire?

Based on the long-term tracking and in-depth research of silver hair group by ageclub Business Research Institute, this paper will focus on the insight of "new elderly" group, and try to reveal the new consumption changes in silver hair clothing layout.

01

In the silver age of "Youth"

A sense of atmosphere and clothing take advantage of the situation,

Old age clothes can't support poetry and distance

Wearing an ancient cheongsam and high-heeled shoes, you are immersed in the picturesque south of the Yangtze River. How comfortable are the energetic old people this time?

According to the latest report "insight of silver haired travelers and landlords" released by aibiying, it has become the travel normal for the silver hair group to travel freely and enjoy the slow pace of deep travel. More than 90% of silver hair users choose to travel during non holiday.

Traveling on the wrong peak, we call on three or five confidants to go with us. We can record the trace of each walk with camera, and feel every place of interest and scenic spot with our heart. It has become the "best choice" for energetic old people to love life and pursue poetry and life.

In order to enjoy every moment of the moment and get the ultimate in-depth play experience, the "sense of atmosphere" that sets off the beautiful scenery is an indispensable part of the "perfect travel" of the energetic elderly.

This is true when traveling abroad, especially in daily recreational activities. With the rapid penetration of new cultural and entertainment activities with interesting creativity and main theme of immersive experience, all kinds of games in dynamic JK clothes are displayed everywhere, and a full set of exquisite Hanfu "show face" cultural and creative market activities. Silver aged people who are more able to play than young people seem to burst out new sparks in clothing selection.

Aunt Yang, 54, who has lived in Hangzhou for decades, has a more profound insight into her personal dress.

I met aunt Yang for the first time. She was delicate and delicate. She showed elegant temperament against the background of a white silk dress. For Aunt Yang, the "atmosphere sense of dressing" is actually their pursuit of the beauty of their own unity.

From the overall collocation of clothes and hairstyles to the earrings and necklaces with "hidden caution", in fact, all these are the complete expression of their own overall style, and they have a "meticulous" attitude towards the subtle life.

According to ageclub, in aunt Yang's sister group, exploring the "new world" together has become a daily entertainment. As a result, exquisite crystal manicure, complete set of Pearl Agate Earrings and necklaces, and the same type of sunglasses hat are the "eye-catching tacit understanding" in their girlfriends' clothes.

Compared with buying clothes, aunt Yang's sister group actually enjoys the process of buying clothes. "It's not too late for women to pursue beauty when they are 60 years old", and this optimistic attitude and willingness to explore, which is just in the "Youth", also makes the clothing purchase channel of the silver haired elderly closer to the younger generation.

During the offline visit, the ageclub research team found that the small Qingxin life Museum, which focuses on quality and cost-effectiveness and integrates clothing and furniture, has become an important territory for the "new elderly" who are living and getting younger. In the process of savoring the small fun of life, more and more middle-aged and elderly female consumers begin to pursue the quality of protein silk underwear, the ritual of purchasing complete sets of dishes, and the fashion sense of T-shirt decorated with silk scarves.

If the increasingly rich and exciting entertainment activities are a strong pull to awaken the elderly with silver hair to pay attention to dressing and dressing up, the social identity and exploration of new things emanating from the "girlfriends circle" are undoubtedly the internal driving force of all this.

However, compared with this, the mainstream clothing market and e-commerce platform are still dominated by monotonous and stereotyped clothing supply for the middle-aged and the elderly.

Take women's wear as an example, whether it's the distribution of offline stores or the style recommendation of e-commerce platform, they are still "in place":

Since middle-aged and elderly consumers have shown a new taste, why is the clothing market and platform channel still "motionless"? When the ageclub research team went into a chain store of clothing brands for the middle-aged and the elderly, we explored the reasons for this:

1. Brand store side: unable to perceive consumers' new clothing preferences, under high inventory pressure, only constantly persuade silver hair consumers to accept the original style.

In the past, to meet the favorite clothing, for the silver haired people, it was "all by luck". Due to the limitation of body shape, many middle-aged and elderly people hold the attitude of "it's good to buy and wear it together". Therefore, considering the multiple considerations of cutting, material and style, the sense of clothing design is put aside first.

However, with the aesthetic awakening of the middle-aged and the elderly, comfort, fashion and appropriateness go hand in hand. This phenomenon is especially obvious in the season changing period.

Even if many businesses put forward attractive slogans, such as 6.8% discount, buy one get one free, the situation of "buyers don't love, sellers worry" is still common.

The cash flow pressure of getting new goods in the new season and the continuous overstocking of inventory in the current quarter and in the past all promote the sales of "classic products" from stores to shopping guides. However, the core consumer groups have already turned their attention to new brand positions.

"The rate of entering the store has dropped sharply, and the familiar customers have gone online." in the face of the change of consumption habits, many physical businesses have repeatedly issued a howl. But in the field, ageclub found that this was not the case, and a group of loyal supporters still "plough" offline consumption.

In the afternoon, there were 70 people in 5 minutes, 80% of them were old people with silver hair; At dusk, the passenger flow of 30 people in 10 minutes is 90% of the mature elderly. In the two traditional shopping malls visited, ageclub found that "buying new, not buying old, fashionable styles for younger people" is a consumption appeal across all ages. For the silver haired people, the same is true. No one will refuse the current popular items.

2. E-commerce platform: lack of accurate recommendation for active elderly, single style / old style / confused brand recommendation among different age groups, and platform style can not keep up with the increasingly "younger" silver hair consumers.

How to achieve drainage and lock customers is a business problem in the post epidemic stage, such as offline stores, and online e-commerce operation attaches great importance to the development of customer sources.

However, in Taobao, pinduoduo and other e-commerce platforms, ageclub tried to search in turn with several keywords such as "young mother's wear", "coat for 50 year old mother", "middle-aged leisure knitwear", etc., we found that the current e-commerce platform's middle-aged and elderly clothing categories generally lack accurate recommendation by age segment, It is particularly obvious that products across the age of 40-80 and with obvious style differences are recommended together.

Based on the simple and extensive recommendation of major e-commerce platforms to silver hair consumers, it is not difficult for us to understand why the middle-aged and elderly people are constantly complaining about "tired of seeing, not being able to choose and wasting time".

Drucker, the father of modern management, pointed out that the only purpose of an enterprise is to create customers. Any strategy including innovation and marketing ultimately aims at creating customers.

It is the foundation of all this that the implied meaning and the keen capture of the actual needs of customers.

However, in the magnificent voyage of middle-aged and old-age clothing, the route of consumers has already changed.

02

Exquisite modern portrait of the old man:

Embrace young fashion brands,

Challenge multiple mix and match style, show your true self

What is it like to walk around a corner of the park with a red brown leather baseball cap, a suit jacket of the same color, and a pair of brown hand-made shoes?

What kind of experience would it be like to wear make-up even when you throw rubbish out, and silk scarves, sunglasses and clothes must be matched in sets?

In Mordor Shanghai, the silver haired old man's clothes are full of surprises every day.

With bold and avant-garde color matching, low-key and full of personality collocation, exquisite and comfortable suits, we can trace the trace of "fashionable old man". We feel that behind every silver age old man who dresses up carefully, there is a fresh attitude of free, unrestrained and romantic life.

After leaving Shanghai, the glamorous city of fashion, the research team of ageclub went all the way south to expand its vision to Shenzhen and Wuhan. We found that the old people with silver hair were more enthusiastic about fashion brands and fashion items than we had imagined.

Ten o'clock in the morning is the beginning of a day when Shenzhen elderly people walk their children. Even if the high temperature of 30 ℃ is baking this land, China Resources Vientiane world has already spread the shadow of silver hair consumers.

In groups of small groups, they went into MUJI products to choose, stopped to take photos and punch cards at Dior activity exhibition. Each of them had a classic MK backpack and Miyake lifetime shoulder bag. It can be said that Shenzhen elderly people's love for current fashion items is visible to the naked eye.

After several days of visiting, ageclub found that although each city has its own personality and different clothing styles, the pursuit of beauty by the elderly is consistent after all.

Walking on the streets of Wuhan, the old people who are exquisitely dressed and live with heart add a bit of flexibility to this city full of fireworks and humanistic care. The attitude of contentment and safe life did not hinder the silver haired old people's pursuit of fashion brands.

The 83 year old "Kangkang grandfather" is the best proof.

After leaving the Sanchi teacher's platform, carefully matching the daily clothes has become the constant life habit of "Kangkang grandfather".

With the endless love and pursuit of clothing collocation, as well as a set of appropriate but interesting collocations, the attempt to fold jeans and shirts in suits, and the avant-garde exploration of Martin shoes in sports pants, not only let "grandfather Kangkang" circle millions of fans on the shaking platform, but also unexpectedly become the "wear and match textbook" of young netizens.

In daily wear, "Kangkang grandfather" is particularly in love with such trendy brands as balischika, LV and supreme. In addition, the cool and dazzling blue Balenciaga shoes, the practical and versatile Brown LV belt and the "one second concave shape" supreme hat are the high-frequency matching items of "Kangkang grandfather".

Combined with the personality of Shanghai fashionable old people, the multiple mix and match style of Kangkang grandfather, and the clothing and wear of middle-aged and elderly KOL / Koc on various platforms, Ageclub believes that in the group of silver hair, the trend of younger wear is not a simple personal preference, but a burgeoning phenomenon level change in consumption and aesthetic taste.

For the silver age clothing of "thousands of people and thousands of faces", some common evolution new trends are also emerging gradually

Brand orientation: They prefer famous brands with texture and tone, such as UNIQLO / Muji in clothing, and Gucci, LV, YSL and Issey in bags and hats;

Style orientation : different from the leisure sports style we know, the sassy and neutral style that can publicize personality and highlight the sense of vitality, such as bell bottomed leather pants, full set of jeans, suit berets and other non gender and mixed wear with multi-element integration have been rising, while the retro Hong Kong style and French elegant style are also popular;

Style selection Simple printed logo, gentle healing Morandi color system, high return rate of color contrast stitching, more advanced level of wear are quietly emerging.

How much you love life, you have to pay attention to the quality of life. There should be no fixed style and standard answer for everyone's dressing. 20 + of youth, 30 + of maturity and independence, 40 + of intellectual beauty, 50 + of elegant charm, 60 + of neat and generous, 70 + of elegance and propriety, and 80 + of calm and elegant should be indispensable in the splendid picture.

When the elderly with silver hair bravely take the first step to change their cognition, what we see are "fashionable old people" who are independent, individual and have their own ideas. They are trying to tear off the inherent labels. Similarly, fashion trend should not be the exclusive term of the younger generation.

Under the exquisite clothing, it is the attitude of life that "new old people" will not live with. The delicacy of serious life is also worth having.

With the upgrading of clothing accessories consumption, the elderly with silver hair is growing into a new force that can not be ignored.

03

Advanced player circle:

Thousand yuan Qipao custom-made, 10000 yuan full set,

The minority likes to break the circle quickly

According to the AIDS media consultation survey, even in 2020, which is affected by the epidemic, the investment of middle-aged and elderly people in dressing and dressing is still considerable, and the acceptance of high-end clothing is gradually improving.

28.73% of the silver hair consumers spend more than 1000 yuan per month.

In fact, according to the statistics of Koala overseas shopping, silver haired people have already joined the consumption team of overseas shopping, and gradually show strong consumption potential in clothing and sports outdoor equipment. This phenomenon is especially obvious in Shanghai, Hangzhou, Guangzhou and Shenzhen.

According to the data released by koala shopping in early 2021, in terms of the annual consumption amount of overseas shopping, the silver haired people after 60 are four times as much as those after generation Z, and they are keen to search for keywords such as AJ, special and foreign style.

Zhou Yong, a 53 year old independent musician, is willing to pay for quality. Wearing a black T-shirt, holding a guitar, humming his original Shanghai songs, the well-known Zhou Yong's years of wear have added a bit of unique charm.

As the lead singer of a popular rock band in the 1990s, Zhou Yong often thinks of the glorious years when he once devoted his blood to his youth. And dare to accept the front-line minority music preferences, so that he has a unique taste in clothing.

Among them, the handmade original clothes with independent design are the most favorite of Zhou Yong. In his eyes, clothes are not only the display of styles and styles, but also the cultural elements and life concepts contained in them, which are worthy of careful consideration. "There is only one cardigan in the world, which was cut by the designer with his special collection of fabrics."

Why is a custom-made coat, which is regarded as "ugly" by outsiders and whose price is comparable to the world's top brands, is regarded as a treasure by Zhou Yong? How does high-end original customization enter the social circle of "new old people"?

After talking to an original cheongsam operator in Beijing, who has made millions of revenue and countless loyal fans, ageclub found the answer:

(1) Under the personalized demand, the fine to the minute tailor-made is the real comfortable fit in the eyes of the elderly with silver hair.

The inappropriate arm and waist circumference often lead to the embarrassing situation of "money can't buy clothes" for the elderly with silver hair. Experienced hand tailors can handle the details of shoulders, arms and waistlines appropriately.

"Despite the fact that our store is only 30-40 flat, we never do any online marketing promotion and discount activities are very few. Many customers from Tianjin buy them in sets every month."

It costs 4880 yuan for a single cheongsam, 2880 yuan for a waistcoat and 2880 yuan for a pair of double-sided trousers. If you buy it together with a suit of outer wear and small shoulder, it will cost at least 20000 yuan.

However, customers who come to customize cheongsam are still in an endless stream. "The stitches are tight, not tight, but also show the waist. If you wear it, you don't want to take it off.". Even though it takes at least 7-20 days to complete the garment, in the eyes of silver hair customers, it is the embodiment of the ultimate pursuit, which is exactly what many brands lack.

(2) The traditional crafts and warm stories hidden behind the clothes give the elderly with silver hair a new experience of dressing with temperature.

"Dunhuang frescoes make me feel very comfortable and confident." after the exhibition, the guests immediately gave feedback to sister Yi. The recognition of clothing products, the invisible tacit understanding and trust between each other have made this community store a gathering place for the Northern Style cheongsam social circle.

The simple at first, and then the amazing xiangyunsha cheongsam makes many Chinese fashion lovers with the same needs and common taste find their own home.

Who would have thought that in Yi Jie's shop, the live broadcast guests were actually familiar customers who followed along all the way. "Sometimes online friends want to see the effect of the new cheongsam jacket. I can't do it alone. When the customers know about it, they will take the initiative to try on and take photos."

The familiarity and sense of ownership among customers, the warm experience like home and the subtle relationship between guests and friends make ageclub realize that behind the rise of cheongsam customization in the silver hair consumption circle, it is the continuation of warmth between people.

Thanks to the strong desire of silver hair buyers to share, Yi Jie's "cheongsam business experience" has expanded from the original neighborhood to all parts of the country. For example, high-speed rail commutes from Tianjin to buy cheongsam in person every month, and Hangzhou tourists who buy back Qipao after "accidentally entering the circle".

In recent years, with the reduction of the production of Xiangyun yarn, the price of cheongsam also goes up. However, the number of customers of sister Yi has not been reduced. Wechat booking alone has exceeded 10000 yuan during the lunch break. Why the expensive xiangyunsha cheongsam can continue to circle powder 40 + / 50 + / 60 + silver hair consumers?

"The beauty of xiangyunsha can only be understood after years of precipitation." according to ageclub, the natural pollution-free dyes, the extremely exquisite traditional technology, and the dry and non stick wearing experience are the unique bonus points of customized cheongsam.

In the process of hand-made sewing, the designer infuses love and temperature into the original rigid clothes. The delicate and durable warmth and company may be the internal reason why the silver haired old man can't let go of high-end customization.

It seems that a small number of private customization, in fact, is to solve the practical needs of the majority of silver haired consumers.

From the traditional middle-aged and old-age clothing, to the trend of wearing, and then to the quality of private customization, if we look at the clothing consumption of the middle-aged and the elderly with a linear perspective, there is no doubt that all kinds of subdivision needs under the consumption upgrading are gushing out.

These unmet segmentation needs may reconstruct the business map of middle-aged and elderly clothing.

04

Silver age fashion wear:

Many brands are speeding up the "new elderly" consumption,

Silver age fashion model is worth digging

Buy the expensive ones and buy the right ones.

"Don't know what type / style of clothes to buy", "don't know what clothes are suitable for them", "don't know what clothes to wear" have been bothering silver hair consumers.

This problem is also prominent in Japan. A luxury brand has conducted a survey on Japanese female consumers aged 40-60. Among the 87 respondents, nearly 90% of the middle-aged and elderly female consumers expressed their willingness to buy fashion items. "The beautiful clothes when they were young are no longer suitable. They want to find a fashion suit suitable for them.".

In the survey, more than half of the respondents inadvertently revealed the potential ideas of "I want clothes with beautiful silhouettes" and "I want to be praised by my female friends".

After smelling the clear demand of the emerging silver age market, from the media promotion end to the market brand end, they all quickly turn their eyes to the fashionable wear of the elderly with silver hair.

Simple collocation can make you wear high-level and fashionable magazine tutorials, clothing and make-up and hairstyle in one step. Detailed explanation: "this kind of Fashion Weekly is very popular in Japan." a local consumer reflected to ageclub.

The textbook style course books of fashion magazines also make many eager Japanese old people unexpectedly become the "wild spokesmen" of fashion brands.

Among them, bonpon and his wife, who have 840000 fans on the social platform, are loyal fans of UNIQLO.

Adhering to day-to-day self-discipline, distinctive clothing style, and ingenious collocation of classic fashion brands such as UNIQLO and gap, bonpon and his wife are full of ritual sense of exquisite life, which also allows more netizens to see a completely different "new old man" life.

With simple but not simple, and full of personal characteristics of fashion wear popular, bonpon couple's fashion philosophy is also frequently published in various magazines and media.

And the cutting-edge life attitude and unique clothing concept under the camera make the bonpon couple's online popularity go up all the way.

As a matter of fact, when you open the social media page of bonpon and his wife, in addition to giving people a bright picture of life, the recommended products of clothing accessories and household appliances are also popular. Such as simple and comfortable dress, with sleeping effect and suitable for the elderly with silver hair dehumidifier and so on.

With 624 posts and nearly one million fans, the Japanese bonpon couple's "road to breaking the circle" is a new force that perfectly interprets the silver age fashion model.

According to ageclub, at present, a number of domestic brands have begun to explore the "new elderly". For example, Yin Mo, a high-end women's wear brand of anzheng fashion group, aims at the eternal pursuit of beauty for middle-aged and elderly women consumers, and vigorously promotes the age-free wear suitable for 30 +, 40 +, and 50 + people. Similarly, more focused on the segmentation of consumer groups of designer brands are also quietly to the silver hair group of new consumption.

In fact, during the visit to Shenzhen, ageclub observed that the "new old people" with more consumption power are not only supporters of new and cutting-edge fashion brands, but also loyal fans of independent original design brands.

For example, the trendy couple who punch in lululemon together after fitness, the "young girl" who "buy and buy" in the new designer brand buyer's shop icy, and the consumption footprint of each "new old man" tells us practically:

The new consumption changes of the silver haired group have been on the rise for a long time.

In this process, what needs to be cultivated is not only the undeveloped silver hair consumers, but also the middle-aged and elderly clothing market.