The old wardrobe does not eat the fragrance market positioning still needs to be adjusted

Nowadays, the society is gradually aging, but from the market point of view, the design of the elderly wardrobe is almost blank. On the one hand, the vast space of the market is amazing; on the other hand, there are very few companies that have invested in this market. Why is there such a clear contrast?

Store observation: old wardrobe does not eat incense

In the home stores such as Red Star Macalline, the wardrobes are sold in a variety of styles, including English pastoral style, American country style, French court style, as well as neo-classical and new Chinese styles. The targeted customers are basically young and middle-aged. Children are also the target customers of wardrobe design. Many stores have opened up half or even the whole floor, focusing on small and exquisite children's wardrobes, but it is difficult to find the wardrobe of the elderly.

A staff member specializing in American-style wardrobes began to say that American solid wood wardrobes have a stable color and are suitable for the elderly. But after observing for a while, I shook my head again: "The American wardrobe drawer is at the bottom, and the elderly switch is not very convenient." The store manager introduced that the major brands are basically designed according to the style of the wardrobe, even children. Wardrobes, many are also smaller versions of the adult wardrobe, but the color is much more pink.

The designer is not interested in the design of the old wardrobe. A wardrobe store manager thinks: "Now the price of the wardrobe is not cheap, a set of solid wood wardrobes will cost tens of thousands of dollars, and the elderly are not willing to spend so much money. In contrast, Many young parents are reluctant to grieve their children. Instead, they are willing to spend one or two thousand yuan to buy a children's wardrobe for their children."

But this kind of vision may be short-sighted. China has entered an aging society. According to relevant data, from 2030 to 2040, the elderly over 60 years old in China will account for 1/4 of the total population. People in the wardrobe industry have foreseen that in the next 50 years, the elderly will become the mainstay of wardrobe consumption. They have more relaxed economic strength, have more leisure time to rest at home, and the comfort of the wardrobe will be right. Physiology and psychology have a huge impact, so the elderly will have higher requirements for the quality of the wardrobe, and will be more willing to spend money to buy, the old wardrobe brand will also be born and born. This shows that whoever early involved in the design and production of the old wardrobe, who may be the first to embark on the "money way" in the elderly wardrobe market.

Old wardrobe needs to pay attention to human care

When people reach old age, they have physical and psychological changes, which are manifested in four aspects:

The first is motor function. As you age, your muscle strength and ventilatory function will decrease, your body movements will become slower, and your reflex nerves and balance ability for dangerous sports will be reduced, and you will be prone to collisions.

Followed by feeling function. In general, the sensory functions of the elderly are mostly reduced in the order of sight, hearing, smell and touch.

The third is psychological function. If the memory and judgment are declining, you can't distinguish the direction. At this time, you need to set some easy-to-understand logos for the use of the wardrobe and electrical appliances, and give them some help.

The fourth is emotional characteristics. Because the social role and economic status of the elderly are changed from dominance to support, and the increase in solitary residence, the emotional characteristics are often expressed as loneliness and quite nostalgic. For the purchase of goods, it is more practical, and the price is biased towards the low price. Therefore, the wardrobe design of the elderly should be suitable for their physiological and psychological changes.

Therefore, to do a good job in the design of the wardrobe, we need to pay attention to the above aspects, and start from the actual needs of the elderly to design a wardrobe product with more humanistic care.

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