Whether the elderly furniture market faces a gap is blue ocean or tasteless
Demand: 1/3 of the elderly by 2050
Aging is an undoubted social phenomenon in China. Dai Xianglong, party secretary of the National Social Security Fund Council, said that China has entered the ranks of aging from 1999, but it is at the beginning stage of population aging. At the end of 2012, the proportion of elderly people over the age of 60 in China accounted for 14.3% of the total population; after 20 years, it is predicted that by 2033, the proportion of the elderly population will rise to 25.4%; by 2050, it will rise to 1/3, close to that of developed countries.
The data shows that at present, the annual retirement pension, reemployment income, subsidies for family and friends of the elderly in China can reach 300 to 400 billion yuan. It is expected that by 2025 and 2050, the potential market purchasing power of the elderly will reach 1.4 trillion yuan. And 500 billion yuan. It is estimated that by the middle of this century, one out of every three people in our country will be the elderly. The aging trend of the Chinese population is becoming more and more significant. The base of the elderly population is increasing, and the demand for elderly products is also increasing.
Earlier, Sina Home made a network survey on the elderly home market with reference news. In one of the surveys on "Do you think you need to specifically design home products for the elderly? Such as beds, sofas, bathrooms, lamps, etc.", 100% of netizens said they needed. In another survey on whether home furnishing stores should set up a special area for senior home furnishing products, 90.9% of netizens chose yes. It can be seen that the consumer demand for elderly homes, including elderly furniture, is high.
Market: I have never heard of elderly furniture
The furniture market has always been a battlefield where smoke is invisible, and it is increasingly subdivided. Children's furniture and other professional furniture hold consumers firmly, and the elderly furniture has such a large market. Is the market also applauded? The reporter visited many large furniture stores in Guangzhou and found that this was not the case.
"This set of mahogany sofas is very suitable for the elderly. The colors are generous and stable, and the materials are used." The salesperson apparently has not heard of old furniture. She said that old people do not need special furniture, and these solid wood sofas and bedding are very suitable.
The situation is similar in the bedding sales area. A mattress salesperson of a certain brand told reporters: "This mattress is relatively hard, and the elderly can fall asleep. Many people come to buy for their parents. We recommend this one. â€Many businesses mistake the material, color, hardness and selling price as the key to buying old furniture.
In this regard, Zheng Weiran, deputy general manager of Liangjia, also admitted to reporters that there is no special elderly furniture category in the Guangzhou market, only children's furniture, and has not heard of furniture companies that target consumer groups as elderly people.
Attribution: The elderly are not demanding
In the old furniture category, the market is disconnected from the demand for the first time. What is the reason? Is it that the company has not yet discovered the business opportunity or the market has no potential?
"Most elderly people are used to frugal life, they are not very demanding on life, and many things are enough to pass, so there is not much demand for special furniture." Lu Qifeng, National Marketing Director of Xiangjiang Group, said many people are used to using old furniture It will be dealt with, and the profit of making furniture for the elderly is not as good as that of children's furniture .
On the other hand, when young people treat the decoration of the elderly room at home, they may not be able to do as much as they do the children's room. Experts say that as the "sandwich layer" of the younger generation, more eyes and thoughts are placed on the children at home, and the elderly also do not pay too much attention to themselves.
At the same time, unlike the special needs of children's furniture in terms of size and material, there is not much difference in size between old furniture and ordinary furniture. In terms of material, the elderly prefer to choose darker solid wood, such as mahogany, or antique type Chinese furniture. In this way, old-age furniture can be replaced by "mahogany furniture" and "antique furniture", and the market potential is masked.
In addition, most manufacturers only focus on the preferences of young consumers and ignore the market demand of the elderly. Coupled with the fact that household products for the elderly cannot produce economic benefits quickly, some companies regard them as "non-mainstream", or ignore them, or wait and see, or just do a series to test the market.
Potential: Expert market holds its own
"I don't think it's necessary to put a special category on old furniture." Zheng Weiran believes that even if a certain enterprise focuses on old furniture, it is very unlikely to be sold. "Now the main consumer of mahogany furniture is the elderly. If you really want to create a category, what is the content?"
Although the voice of the market is so, experts disagree. Zhu Changling, chairman of the China Furniture Association, said that there is a gap in the elderly home market, not because there is no demand, but that the industry has not conducted correct guidance. The number of elderly people in China continues to grow at an annual rate of 8.6 million. It is expected to reach about 460 million in 2051. At that time, the number of elderly people will be twice that of the children.
"Now people who are just over 60 years old are in their 40s and 50s. The growth environment makes them less demanding for their lives, and their economic strength is generally not very strong. Later, when gradually entering the elderly class, the furniture for the elderly will be a new world, because their life and consumption concepts are obviously different from the previous generation, and their economic strength will be significantly better than the previous generation. Myanmar said.
Zhu Changling suggested that in the face of this year's sluggish furniture industry, furniture companies can create furniture brands that take the elderly as the main consumer and study furniture suitable for the elderly as a turning point in the healthy development of the elderly home market.
Some experts suggested that the elderly household products should be designed to minimize the number of unsafe factors, such as furniture less angular, so as not to bruise the elderly; to bed with a firm mattress or a hard bed board thick mattress as well as bed springs Waiting for a soft bed is not suitable for the body of the elderly; the back angle and sitting angle of the chair should be larger to increase the comfort, and the armrest should be set as far as possible to facilitate the grasping when sitting up; it is not advisable to have a drawer below the knee And overhead cabinets that are too high to reduce the elderly's bowing and climbing and avoid accidental injuries.
Roll Holder,Toilet Roll Basket,Tissue Paper Stand,Wall Mounted Toilet Roll Holder
Heshan Jasupi Sanitary Ware , https://www.jasupifaucets.com