On October 20th, Ms. Wang, who lives in Chaoyang Mong Kok Community, Chaoyang District, Beijing, is a filial piety. She wants to add more comfortable, functional and safer furniture to the elderly. What bothers her, however, is that there are children's furniture designed specifically for children in the home market, but there are very few “elderly furniture†designed specifically for the elderly. “Some homes on the market simply select colors and textures that are suitable for the elderly, while lift beds with care for the elderly, cervical care beds, barrier-free toilets, bathtubs, etc. are rare.†Ms. Wang told reporters. Ms. Wang’s words also tell the current status of the elderly home market. The same is true in the wardrobe industry. Children's wardrobes and adult wardrobes abound, but there are very few elderly wardrobes tailored for the elderly.
The elderly wardrobe market is vast
Along with the acceleration of the aging population, the “silver economy†is bound to bring different opportunities to the capital market. But many people have not put their eyes on the vast market of the elderly.
From July 1, 2013, the Law on the Protection of the Rights and Interests of the Elderly was officially implemented, and “always go home to see†was written into the law. The whole society began to pay attention to the old age of the elderly, and caring for the elderly became the moral orientation of the whole society. China has been a country that advocates “filial piety†since ancient times, and children hope that their parents and elders can enjoy their old age. Most parents choose to stay at home, but the lives of these elderly people are not convenient. One of the most important reasons for this is that there are currently no household products suitable for the elderly.
"At present, China's elderly home market is still in its infancy. For a long time, the elderly home market has not been refined, and there is no concept of the elderly home market. In recent years, with the improvement of China's aging level, and The maturity of the home market has provided important conditions for the development of the elderly home market, and the development potential of the elderly home market in China is huge." Zhai Zhiliang, director of the China Investment Consulting Industry and Policy Research Center, said in an interview.
The slow development of the elderly home market in China has a lot to do with the consumption characteristics of the elderly in China, that is, “re-accumulate and light consumption, first children themselvesâ€. Older people in China tend to give priority to the consumption needs of their children's offspring, while ignoring their own needs, which makes the old market's own consumption attributes weak. In the home market, children's homes are getting more and more attention, and the blank of old-age homes is the best proof of this consumption characteristics.
Old wardrobe will become a new growth point in the wardrobe industry
"Now the boundaries of household products relying on age are not clear. Some older people are also more fashionable. They like young household items, and there is no final standard for the elderly. The development of functional homes suitable for the living habits of the elderly. Naturally, we have encountered obstacles." Mr. Liu, a home salesman, expressed his opinion to the reporter.
Zhai Zhiliang believes that the main reason for restricting the development of the elderly in China is that, on the one hand, the rise of the elderly home market in China is still short and lacks professional technical talents; on the other hand, consumers are affected by consumption inertia and consumers are in a short time Household spending will remain low. In general, technology and consumer awareness are major obstacles to the development of the elderly in China.
Since the elderly are the longest group at home, the contact with all kinds of household items is also the most. Therefore, the health, environmental protection, safety and function of aged household products need to be suitable for the elderly. The lack of “appropriate aging†homes in the market also indicates that China's home market is not mature enough. The potential demand for “ageable†homes is huge, and the development of this market is small, and its subsequent development is very worth looking forward to.
For the future development of “appropriate aging†homes, Zhai Zhiliang said: “Appropriate aging†home is an important product of the maturity of the home market and will become a new growth point in the home market. The most important thing to pay attention to when developing the elderly's home is to guide the demand. At present, the consumer's awareness of purchasing the elderly household products is relatively weak, and the company should publicize and promote the product in the market. In addition, there is a need to have a higher quality guarantee, otherwise it will have an adverse impact on the elderly.
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