At the end of 2012, the proportion of the elderly over 60 years old in China is 14.3%, and the trend of aging in China will deepen. However, with the increase of the elderly population, the savvy furniture market has not responded positively, and the old stores and brands have rarely seen aged furniture. In this regard, experts predict that the blank old-age furniture market will become a blue ocean in the future. The sound from the furniture store, that is, even if the market is subdivided into old-fashioned furniture, it can not be sold, or chicken.
Demand: 1/3 of the elderly in 2050
Aging is already an unquestionable social phenomenon in China. Dai Xianglong, secretary of the Party Committee of the National Social Security Fund Council, said that China has entered the ranks of aging since 1999, but it is at the beginning of the aging population. At the end of 2012, the proportion of the elderly over 60 years old in China was 14.3%; after 20 years, by 2033, the proportion of the elderly population rose to 25.4%; in 2050, it will rise to 1/3, close to developed countries.
The data show that at present, the annual pension, reemployment income, and family and friends' financial support for the elderly in China can reach 30 to 400 billion yuan. It is expected that the potential market purchasing power of the elderly will reach 1.40 billion yuan by 2025 and 2050. And 500 billion yuan. It is estimated that by the middle of this century, one out of every three people in China will be an elderly person. The trend of China's aging population is becoming more and more obvious. The base of the elderly population is increasing, and the demand for old-age products is also growing.
Previously, Sina Home made a network survey on the elderly home market with a joint reference message. One of the surveys, "Do you think you need to design a home product for the elderly? For example, beds, sofas, bathrooms, lamps, etc.", 100% of netizens said they needed it. In another survey on whether the home store should set up an area for elderly home products, 90.9% of the netizens chose it. It can be seen that consumer demand for aged homes, including elderly furniture, is high.
Market: I have never heard of old furniture
The furniture market has always been a battlefield where you can't see the smoke. At present, it is more and more subdivided. The professional furniture such as children's furniture will keep consumers firmly, and the old furniture has such a big market. Is the market also a good one? The reporter visited several large furniture stores in Guangzhou and found that this was not the case.
"This set of mahogany sofa is very suitable for the elderly, the color is generous and stable, and the material is used again." The salesperson of a certain sofa brand of Mahui home faced the reporter's inquiry about whether there is old furniture, and answered. The salesman apparently had not heard of old-age furniture. She said that the elderly do not need special furniture, and these solid wood sofas and bedding products are suitable.
The bedding sales area is similar. A brand mattress salesperson told reporters: "This mattress is relatively hard, and the elderly can sleep. Many people come to buy their parents. We all recommend this. "Many businesses mistake the material, color, hardness and price as the key to buying aged furniture.
In this regard, the deputy general manager of the home, Zheng Xiaoran also admitted to the reporter that there is no special old-fashioned furniture category in the Guangzhou market, only children's furniture, and have not heard of the furniture enterprises that target the consumer target group as the elderly.
Attribution: Older people are not demanding
In the category of aged furniture, the market has been out of touch with demand for the first time. What are the reasons? Is the business yet to find business opportunities, or is there no potential in the market?
"Most seniors have become accustomed to frugal life, and their requirements for life are not high. Many things are over and over, so there is not much demand for special furniture." Lu Qifeng, national marketing director of Xiangjiang Group, said that many people are used to using old furniture. As soon as it has been dealt with, the profit of making furniture for the elderly is not as good as that of children's furniture.
On the other hand, young people may not be as diligent as they are when treating the elderly in their homes. Experts said that as the younger generation of "sandwich layer", more eyes and minds are placed on the children at home, and the elderly are the same, and their attention to themselves is not high.
At the same time, unlike the special needs of children's furniture size and material, the size of the aged furniture and ordinary furniture is not much different. On the material, the elderly prefer to choose darker solid wood, such as mahogany, or antique type. Chinese furniture. In this way, the aged furniture can be replaced by “redwood furniture†and “antique furnitureâ€, and the market potential is covered up.
In addition, most manufacturers only pay attention to the preferences of young consumers, ignoring the needs of the elderly for the market. Coupled with the fact that elderly household products can not quickly produce economic benefits, some companies regard it as "non-mainstream", or turn a blind eye, or take a wait-and-see attitude, or just do a series to test the market.
Potential: the word of the expert market
"I don't think it is necessary to create a category for aged furniture." Zheng Xiaoran believes that even if a company focuses on old-age furniture, it is very likely that it will not be sold. "Now the main consumption 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 do not agree. Zhu Changling, chairman of the China Furniture Association, said that there is a gap in the elderly home market, not without demand, but because the industry has not properly guided. The elderly in China continue to grow at an annual rate of 8.6 million. In 2051, it is expected to reach 460 million. By then, the elderly will be twice as large as the children's population. Therefore, today's seemingly ribbed market may not have potential in the future.
"The old people who have just entered the age of 60 are 40 after, 50, and the growth environment makes their demand for life not high, and the economic strength is generally not very strong. After waiting for ten or twenty years, when 60, 70 After gradually entering the aging 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 the economic strength will be significantly better than the previous generation." Myanmar said.
Zhu Changling suggested that in the face of the current sluggish situation in the furniture industry, furniture companies can create furniture brands that use the elderly as the main consumer, and study furniture suitable for the elderly, as a turning point in the benign development of the elderly home market.
Some experts have suggested that the elderly household products should be designed to minimize some unsafe factors, such as less corners of the furniture, so as not to hurt the elderly; the bed should be thickened with a hard mattress or a hard bed, because the spring bed, etc. The soft bed is not suitable for the elderly; the back tilt angle and the sitting angle of the chair need to be larger to increase the comfort, and the armrest should be set as much as possible to facilitate the grip when sitting up; it is not suitable to have drawers below the knees and Overheaded top cabinets to reduce the height and height of the elderly and avoid accidental injuries.
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