China’s elderly consumer market is welcoming, how to deal with offline commercial retail?

Compared with the hot online consumer market, the development of commercial retail under the old-age consumer online is still in a rapid start-up phase, and the infrastructure is built in rapid improvement.

This article is from WeChat public account “AgeClub” (ID: AgeClub), the original topic “The dilemma and outlet of offline commercial retail passive aging”

China’s 50+ middle-aged and elderly population has exceeded 420 million. At the age of 50, there are more than 100 million Internet users. In the next five years, more than 110 million middle-aged and elderly people will enter the Internet.

As the penetration rate of the Internet in the middle-aged and elderly population continues to increase, the circulation of information in the middle-aged and elderly population has been accelerated, and the rapid popularization of the new old age outlook and values has been promoted, reshaping the consumption behavior of the Chinese elderly population.

There is a Chinese old-age consumer market that is welcoming the blowout. The products of 50+ people on Taobao/Jingdong/Pudongo platform are from old-age shoes and clothing, cosmetics, smart homes to cultural tourism. With an increase of more than 50%, the elderly consumer market is becoming a new growth highlight of the Chinese economy.

Now we can see signs of rising. For example, Adachi’s old-fashioned shoes store has opened hundreds of cities across the country. For example, many shopping malls and shopping centers in first- and second-tier cities are 70% of the time. For example, many KTV’s working days during the daytime are middle-aged and old-aged singing…

In Japan, there has been an AEON Gexi store with a single store revenue of more than $80 million and an annual service for more than 1.1 million elderly customers. And AEON plans to build 100 AEON department stores for all post-war baby boomers and 75 or older users by 2025.

Where is the difference between Chinese and Japanese elderly businesses? What is the reason behind these differences? To seize the booming opportunities in the elderly consumer market, how should offline business break through?

With these questions, the recent AgeClub Insight team surveyed the heads of department stores in China’s first- and second-tier cities, senior commercial real estate experts and related startups, saying:

China’s offline business is still young, fashionable and parent-child in the mainstream, but in the first-tier cities, there are signs of passive aging, which is behind the demographic structure of different cities in China. The huge difference in income level and consumption concept is inseparable;
When the mobile Internet is so popular, the grandfather and aunt have a smart phone at the moment, offline business wants to seize the silver business opportunity, need to break through the traditional simple sales of goods, sit and wait for customers to come to the door, in the traffic import User operation and experience”https://pic.36krcnd.com/201911/06021139/qg98swiprfpgcb1c!1200″ data-img-size-val=”560,367″>

The phenomenon of passive aging also occurs in some business districts in new first-tier cities like Wuhan.

AgeClub’s research in several business districts in Wuhan found that the core business district at the city level is still the home of young people, but in the next-level business district, the proportion of goods related to middle-aged and old people has increased significantly.

In the old-fashioned business district of Wuhan, Jianghan Road, the service of young people accounted for the majority, and occupied the best street or first- and second-tier locations, while the proportion of merchants selling middle-aged products was much less, and mainly In the mall three or more layers.

For example, the Ocean Department Store, which specializes in department store retailing, the jewellery, make-up and skin care areas on the first floor and the women’s wear areas on the second to third floors are all covered with “pre-stored 1000 to 2400” event advertisements, gathering many customers. However, the brand and style tend to be younger, and they have a youthful campus style or a mature and mature style. There are very few women’s wear brands for middle-aged and old women.

In a few middle-aged women’s counters, the price is generally higher, shirts and singles are 800-1000 yuan, jackets are 1000-2000 yuan, winter coats are 3000-4000 yuan, and some products have discount activities.

Among them, a tailor-made cheongsam shop is quite conspicuous. The customers are mainly middle-aged and old women, and the price is 1000-3000 yuan.

The fourth to fifth floors of the mall are dominated by men’s wear and sportswear. Unlike the lack of middle-aged women’s wear brands, many men’s wear brands such as the seven wolves, 柒, Jeep, and St. Paul are the mainstays for men and women.

Compared with the lively scene of the core business district, the secondary business district is much more deserted.

Han Shang Yin Dian is a large-scale commercial building complex integrating commercial, office, residential, catering, entertainment and leisure functions. It is located in the business district of Zhongjia Village, Hanyang District, Wuhan. The original radiation range is the entire Hanyang District. However, with the emergence of a number of new shopping malls, young customers have been lost, and the customer base and commodity brands are generally aging.

There are many more old-fashioned clothing styles than Jianghan Road’s department stores, and many stores are carrying out special sales activities. The seasons and broken-code clothing are 2-7 fold, and some unnamed brands even have a discount of 1.5%.

There is also a manifestation of the passive aging of urban business, that is, in the old-fashioned or large-scale residential areas with a large number of elderly people, traditionally used in supermarkets, shoes, clothing, catering, parent-child community-based commercial The proportion of business related to middle-aged and old people began to increase.

For example, Jiang Xinyuan Road, a large residential area in Wuhan

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