Old clothes can not be ignored opportunities

In 2013, China will enter the age of population aging. The number of elderly population will exceed 200 million, reaching 202 million, and the ageing level will reach 14.8%. By 2030, China will usher in the peak of population aging. The large group of older people has laid a foundation for the formation of a huge consumer market for the elderly and has driven a large number of old-age consumer demand markets for health care, medicine, and nursing care.

It is difficult for middle and old-aged people to buy clothing in the face of the huge consumer groups of the elderly and the hot “sunset industry”, but the old-fashioned clothing market is extremely cold. Buying clothes has become a problem that has plagued older people.

Among them, the biggest obstacle for seniors to buy clothes is the "large size" problem. "I want to buy a dress for my grandma. There are very few old clothes in the mall. But the elderly are too old to walk too much and can't go to too many places. I would definitely like to have a lot of senior clothes online, but my grandma is The typical Shandong figure is big and fat, so you must try it on your own before you know if you can wear it or not, and you're really worried.” Choi, who lives in Shijiazhuang, was helpless when he bought clothes for the elderly.

Ms. Yang, 60, has been retiring for many years at home. She has also been unable to buy clothes that suit her. From the short sleeves of summer t-shirts to the spring and autumn coats, Ms. Yang is very simple with respect to clothing, and the fabrics are comfortable and simple in style and reasonable in price. However, shopping malls across Beijing are always empty-handed. Is not a single old style, is the color is too bright does not meet the age temperament, finally encountered a favorite, and often have thousands of prices have to "reluctantly cut love."

In addition, store shelves for elderly consumers are rare, even in the holiday season of clothing consumption, the major shopping mall clothing brands to maximize the sales of the best time, looking across the mall floor is almost a small lady Occupy urban white-collar workers, sports and leisure, and business wear. Older clothes are sometimes sold together with the aforementioned types of products. They are not listed on the shelves alone, and counters are few. However, some counters that specialize in selling elderly clothes are often located in a biased position and may require repeated inquiries and inquiries to find out. The style of clothes is also not rich in other ages.

The profit is meager. There is no market for the elderly. At the same time, clothing stores and businesses are also very helpless. The reason for this phenomenon is also very simple. Older clothing does not make money. Although its market demand is huge, it has little profit. This has a lot to do with the consumption habits of different age groups. Although the economy of the young people around the age of 20 is not yet completely independent, but the pursuit of popular personality, like to spend fast fashion brand, is the consumer with the highest frequency of replacement of clothing; 25-45 years old young people, have a certain economic basis and Cultural literacy, the quality of life in mind, is the main consumer group of branded apparel; compared with the perceptual consumption of young and middle-aged people, clothing aged 46 and above must be rationally consumed.

A businessman stated that middle-aged and old people are very “smart” consumer groups. Their living habits are generally very economical. The price sensitivity to commodity categories is also much higher than that of young people. At the same time, the quality, comfort, and sales process of the goods are also known. The service in it is also very important. Design styles should not be too trendy or conservative, quality and price are comfortable, and workmanship cannot be sloppy.

Compared to young women’s clothing “consumption”, such “tough” requirements are inherently difficult for apparel companies. Coupled with the economic recession or stagnation of middle-aged and elderly people, the frequency of garment replacement is not high. As children's wear and other women's ages have a large profit margin, they will inevitably be ignored by the business brands.

In fact, in real life, the elderly's consumer demand for clothing is still considerable. According to statistics, at present, the output value of China's aging industry is about 100 billion yuan, of which only elderly clothing has a consumption potential of at least 200 billion yuan each year. Due to the lack of more attention and understanding of the demand, the export of consumer goods could not be released.

For middle-aged and old people aged 50 or 60, they pay more attention to family services in the consumption process. For example, they can provide processing services such as sleeve length, pants length, weight and thinness, and so on, in order to enhance the middle-aged and elderly consumers' favorability and customer stickiness. , Occupy a huge potential in the blue-and-white apparel market.