At present, there are 144 million people aged 60 and over in China, accounting for 11.03% of the total population. It is predicted that by 2030, China will have an aging population peak. Spring enterprises with business acumen have begun to use star endorsements, data support and other means to enter the "silver hair shoes" market, starting from the "foot" to leverage new demand.
Silver hair market becomes a new blue ocean
Last Friday, movie star Liu Xiaoqing came to Jinjiang City to represent a shoe company for middle-aged and old people's shoes. She is not the first female star to speak for the middle-aged and old people's shoes. Previously, foot power, who was the first to occupy the middle-aged and old people's shoes market, invited Zhang Kaili to speak for her. It seems that the star spokesmen that are no longer popular are again popular in the middle-aged and old people's shoes market.
With the transfer of more and more mainstream consumer groups, the concept of health is also deeply rooted in the hearts of middle-aged and elderly consumers. "We will have a thousand stores plan this year." Cai Zhiguo, the head of jintaili brand in Quanzhou, said that they mainly focus on the concept of fashion and health sports. Although they focus on the needs of middle-aged and elderly people, they will not label brand stores and related publicity too much.
it happens that there is a similar case. Shengshifu shoes was originally engaged in the production of professional anti-skid shoes, with 20 years of basic anti-skid technology, they have made a reputation in the field of professional shoes. "The antiskid slipper series we are currently promoting is mainly for the elderly, pregnant women and children." Yan Caidong, the relevant person in charge, said that in product design, there are special bathroom slippers, home slippers, etc. In addition to indoor use, this year they will also develop special anti-skid shoes for the elderly outdoor action, considering combining some high-tech functions, such as charging and heating in winter, positioning against loss, etc.
Prospect of data support design
No matter which enterprise is involved in the products of middle-aged and old shoes, they all emphasize the importance of design. "We have also established a scientific research laboratory with the top international team. On the one hand, we can understand the situation of individual feet through professional instrument testing and professional judgment. On the other hand, we have introduced advanced production technology and patents of the laboratory. According to the foot shape, body shape and physiological characteristics of the Chinese people, we have developed and designed the laboratory to integrate beauty and comfort perfectly." In this process, Cai said, we need to fully understand the data support of specific consumers.
According to the platform research of "big data of national footwear cloud foot type" of Liuhe cloud in Quanzhou, more than 80% of the middle-aged and elderly people have foot muscle degeneration, arch collapse, and the buffering and shock absorption function of their limbs gradually lose with age, which has special requirements for the shock absorption function. In addition, there are also easy sprain, poor balance and sensitive foot skin caused by calcium deficiency, which are revealed behind the data Ankle, antiskid, air permeability, light weight, no trace and other special needs. Chen Shuqing, the head of yunliuhe, who has been engaged in shoes data research, mentioned that he is currently working with two senior shoes brands. "Now is the era of strong technology and strong supply chain products. It's worth to upgrade any product. It's normal for enterprises to pursue profit market, but they can't blindly follow the trend. Quanzhou's advantage lies in the manufacturing end. They should return to reason and practice hard. The core is the product itself. The market is always there, just to see how we position ourselves. " He said that the elderly products should be mainly convenient and affordable, and the shoes demand is clear: anti slip, safe, comfortable and light, in which the importance of data research deserves attention.
This article comes from the network, which is arranged and released by bronzing machine, trademark transfer machine and Unilever shoe machine