Elderly clothing market

Breakthrough bottlenecks in the selection of narrow styles, the elderly clothing market will become a big business. In the future, there will certainly be more forward-thinking companies joining the pioneering market for the elderly clothing market. This market will surely be activated in the near future and will be full of vitality.

The reporter personally experienced difficulties in buying clothes for the elders from late September to early October. It can be said that it is the gold node for all types of businesses to fight sales promotion. The traditional Mid-Autumn Festival, the Eleventh Golden Week, and the Chung Yeung Festival are followed. And to. If consumers visit the mall during this period can feel, for the traditional Mid-Autumn Festival promotional campaign, the smoke has not dispersed, all kinds of discounts for the Golden Week, promotions have been overwhelming. However, compared with the large-scale and large-scale promotion of various commodities during the Mid-Autumn Festival and the 11th Golden Week holiday season, the traditional Chung Yeung Festival seems to have been ignored. Recently, the reporter visited the market and discovered that apart from several categories of middle-aged and elderly health products on the market, there are fewer categories of middle-aged and older apparel products, and there are few promotions.

Recently, Ms. Weihai Ms. Palace gave a call for help to reporters and told reporters that I would like to see my parents back home during the Golden Week holiday season. I would like to buy a set of tailored clothes for my parents. I also have the right to serve them for the elderly in advance. Now. However, Ms. Gong’s confusion was that she used two weekends to run through the clothing market in Weihai and failed to buy suitable clothes for her parents. Seeing the festival approaching, Ms. Gong is in a hurry.

In order to help Ms. Gong explain it, on September 25 and 26, the reporter conducted a large-scale survey of the clothing market in Weihai, and found that buying clothes for the elders was indeed a more difficult thing than he had imagined. From the Liqun Commercial Building, Harbour Building, South Korea City, and the unified road pedestrian street in the Huan Cui District, the reporter visited almost a few major clothing stores in Weihai and found that middle-aged and older clothing, especially elderly clothing, accounted for the clothing market in the area. The proportion is very small. In these clothing stores, row upon row of young people's fashion apparel, children's clothing, etc., are everywhere, but there are only a handful of special counters or stalls that specialize in middle-aged and elderly clothing accessories.

During the investigation, the reporter conducted a random interview. Consumer Chen told reporters that she seldom went to such a clothing store to help her parents buy clothes, and she usually chose to buy her parents online. Talking about the reasons, Ms. Chen said: “The first is that these clothing stores sell counters for the elderly in the market with very few counters, and the styles are quite old. Almost every year they are the same, there is no new idea, and there are few discount activities; the second is My parents are relatively fat and it is difficult to find the right size in these malls even if they break the leg. However, there are also bad places to choose online shopping. First, there is no guarantee of quality; The exchange of goods is also very time-consuming. It's a lot of power to go to Amoy Street than to fill the streets."

"Now young people's clothes are more styles, but they want to buy older clothes that look good and fit in their size. It takes a lot of twists and turns. Before listening to friends around me, they said Wan Fu's clothing was cheap. Market elderly clothing style selection options will be larger, but did not buy a few times to go to the right.Now I give my family are old custom-made clothes, I look good style to wear, choose the color of the old fabric to the mother to customize. However, there are fewer and fewer tailor shops nowadays, and the cost of custom-made garments is very high. Fabric fees and manual fees are added together to buy two pieces of clothes that are the same as my style.” Consumer Ms. Liu also said in an interview with reporters. It is difficult to buy clothes for the elders.

Subsequently, the reporter comprehensively searched Taobao, Tmall, Pat, and other major online shopping e-commerce platforms and found that middle-aged and older clothing accounted for a relatively small proportion of the total number of apparel sales products. The reporter calculated roughly 3%. So why is there so little middle-aged clothing? Is there no market potential for middle-aged and older clothing, or is it not eye-catching in apparel production?

The consumption power of the middle-aged and elderly groups that clothing manufacturers do not know is filtered. Advertising China is a state of etiquette. Since ancient times, there have been traditional virtues of respecting the elderly and the elderly. The government departments have also vigorously promoted respect for the elderly and the elderly through various policy measures. For example, on December 28, 2012, passed by the National Standing Committee of the Communist Party of China, the newly amended “Old Age Security Benefits Law” clearly stipulates that each year of the lunar calendar September 9th is the Old Age Festival.

It stands to reason that currently China has gradually entered the stage of development of aging, and the proportion of the elderly population continues to increase. The reporter searched for the basic data on the elderly released by the Ministry of Civil Affairs. The data showed that as of the end of 2012, the population of elderly people aged 60 and above had reached 194 million, accounting for 14.3% of the total population. According to estimates, the population of elderly people in China will exceed 200 million in 2013. The proportion of the elderly population in total population will exceed 30% in 2042, and the population of the elderly will exceed 400 million in 2034. According to statistics from the Chinese Academy of Social Sciences, as the coverage of China's endowment insurance continues to expand, by 2020, the total amount of pensions for the elderly in China will reach 2.8145 trillion yuan, and by 2030 the total amount will reach 732.1 billion yuan. The survey figures published in the "China Textile News" also show that China's aging industry output value of about 100 billion yuan, of which only elderly clothing at least 200 billion yuan in consumption potential each year. Combining the scientific analysis principles of the consumer market, female consumer groups will be the source of power that will dominate the market's spending power. Statistics from authoritative agencies show that female consumer groups support more than 60% of the spending power of an ordinary medium-sized city. According to the above statistical data, the market potential of middle-aged women in the consumer market should be immense. However, why is the scale of development for the middle-aged and elderly textile and clothing markets so small?

“A lot of companies have already taken note of the clothing consumption potential of middle-aged and older women. According to survey data, the proportion of middle-aged and older women who buy clothes exceeds 20% of all women’s clothing purchasing power, especially in second and third-tier cities, which is a higher percentage.” Talking about the current middle and old-aged clothing market, Mr. Li, a propaganda officer of the Weihai Textile and Fashion Association, told reporters in a telephone interview that, under normal circumstances, if middle-aged and older female consumers buy their own clothes, most of them will not choose higher-end products. Shopping malls, specialty stores or shopping malls, especially those in the second and third-tier cities, are concentrated in the low-end wholesale markets and there are more street-side stalls. However, if they are purchased by their children, most of them tend to high-end shopping malls and pay attention to the quality of clothing. They have high quality requirements.

It is difficult for elderly people to purchase their own and buy their children on this basis, and it is difficult to obtain relatively accurate survey data. Therefore, it is difficult for enterprises to control the spending power of these customers. It is not difficult to imagine that if a garment company produces a large batch of middle-aged and old-aged clothing, it will face operating difficulties once it has no effective sales channels to support it. Coupled with the fact that the entire textile and garment industry is still in the downturn of the post-financial crisis, most garment companies have not dared to develop this market rashly for their own safety.

Breaking through the bottleneck of style, elderly clothing has transformed into a big business. “The consumption potential of middle-aged and old people in clothing is an issue that can be extended indefinitely. Apparel companies need to re-examine the business opportunities around them and explore how to seize this 'nose nose'. Opening the domestic apparel market, especially the effective way of middle and old-aged clothing market in the second and third-tier cities, is a topic worthy of discussion.” At the end of the interview, Mr. Li told reporters with hope.

As Mr. Li said, businesses can catch a huge consumer market if they can seize the “bull nose” of the old fashion market. Therefore, how to guide and promote the consumption of the elderly in the field of clothing has become an important topic that textile companies must face today to open up markets and seize business opportunities. At present, due to the misunderstanding of traditional concepts, the wrong concept of “the clothing price of the elderly should not be too high”, “operating the elderly without clothing”, and “the elderly clothing is comfortable and simple” restricts the market of the elderly clothing. Overall development. At the same time, these misconceptions have also led to the general sense of design and fashion of existing middle-aged and old-aged clothing products in China. The style is conservative and the quality needs to be improved.

“The selection of styles is narrow. This is a significant problem in the current market structure of the elderly clothing. In the future, we need to change the old wrong ideas, conduct research on the elderly clothing market, and understand the actual needs of the elderly for clothing. To increase the variety of product styles and produce goods on the road." Talking about the current difficulties faced by the middle and old-aged clothing market, Mr. Zhang, an assistant chairman of a famous clothing company in Zhengzhou, analyzed that the current middle and old-aged clothing production is mainly faced with a style problem. At the same time, in terms of sales, the elderly are generally not very good physically and do not go to areas that are too far away to buy clothing. Most of them are purchased in areas not far from home. Therefore, the sales effect of the establishment of the elderly clothing area in major supermarkets is still outstanding.

In addition, some companies that first used the e-commerce platform to develop middle-aged and older women's clothing sales markets have also made many valuable attempts. For example, in this area, the Handu clothing house brand has taken the lead in subdividing the elderly clothing market and taking the middle and high-end brand line. The target customer group of Handu clothes house is aiming at the young children and women who help their parents to buy clothes on the Internet platform, constantly seeking new changes in the style of clothing, maintaining a sense of pride in fashion, while emphasizing product quality, spring and autumn equipment pricing 200-300 yuan, summer 150-200 yuan, winter clothing more than 300 yuan, has achieved good results.