In recent years, children's home has become a new force in the market that cannot be underestimated. Its novel and unique design, frequently updated national standards, constantly refresh the concept of children's home. However, compared with this, the design, production and marketing of elderly household products that are also divided into age groups by age group are inferior. In the context of China's gradual entry into an aging society, why does the household market appear to be “old and invincibleâ€? The industry believes that this is mainly due to the immature environment of the elderly home market, high R&D costs and low returns. People's consumption concepts are different and other factors. Old-age home "money" scenery unlimited Li Daye, who lives in Haidian District, Beijing, is 76 years old. He is a retired worker. His eldest daughter is abroad and his youngest daughter is married to Shanghai. This makes him and his wife an "empty nester." Since they didn't like to live in a nursing home, the two daughters wanted to buy some home products for the elderly. However, his eldest daughter visited several large home stores and did not find shops that sell old-age home products. Uncle Lee went to work in the factory in his early years and suffered from severe arthritis. As he grew older, the symptoms of arthritis became more apparent, and even the stairs were difficult. He told reporters: "Every time I sit at home, the soft fabric sofa is a little scared. It is very difficult to stand up after sitting down. Later, I simply don't sit on the sofa, so as not to be guilty." In addition, it is hard to let Li uncomfortable. The toilet, after squatting, must be very strong to stand up. "Every time I want to put a handrail next to the toilet, I can stand up with a force, but nowadays home products have no such design at all, indicating that most of the products in the design of the products do not take into account the actual situation of the elderly. Use demand." Uncle Li said helplessly. Uncle Lee is just one of the thousands of "empty nesters". The China Ageing Industry Development Report 2014 (hereinafter referred to as the “Reportâ€) released by the National Office of the Aged Work Committee on September 23, 2014 shows that the number of elderly people in China has reached 202 million in 2013; by 2020, the elderly population in China The number is expected to increase to 260 million. In 2014, the consumption potential of the elderly will reach 4 trillion yuan; by 2050, this figure is expected to grow to 106 trillion yuan, accounting for 33% of China's GDP. According to the "Report", the rapid increase in the number of elderly people will bring new business opportunities while bringing various problems such as pension pressure. Due to physical reasons, the elderly have special requirements for household products that are different from those of young people. They are mainly reflected in the color, function, category, comfort and safety of the products, so the market potential is huge. In addition, the special needs of the elderly for household products are also comprehensive, from furniture to bathroom, from electrical appliances, cabinets to decoration design have special requirements. For example, when the elderly have the highest safety risk when going to the toilet, they need to install a smart toilet or a safety handrail for a common toilet. According to industry insiders, elderly household products should be designed to minimize unsafe factors. For example, furniture should be less angular to avoid injury to the elderly; it is best to use a hard mattress or a thick bed with a thick mattress because the spring bed is soft. Not suitable for the elderly; the reclining angle and the sitting angle of the chair should be larger, so that the elderly can sit more comfortable, and should try to design the handrail for the chair; in the room where the elderly live, it should not be lower. Double-legged drawers and over-the-top cabinets to prevent older people from bending and climbing when taking things. Hard to sell old home products With the advent of an aging society, the special needs of the elderly for home products will inevitably lead to huge market demand. However, the reporter recently visited the major home stores in Beijing and found that the home products that are really suitable for the elderly are rare, and even some sales people have little knowledge of the functions of the elderly home products. In a well-known home furnishing store, a shopping guide said that the furniture products currently on the market are generally suitable for most family members. Among them, there are not many furniture designed for the elderly, and the specially designed children's furniture is quite a lot. If you need to buy for the elderly, consumers should pay more attention to the material and design of the existing furniture. There is no need to buy special models for the elderly. For example, when buying furniture such as beds and sofas, you can choose a material that is hard. There are many styles of furniture such as coffee tables and cabinets, many of which are not angular, so it is enough to buy this for the elderly. “Excuse me, is there old furniture?†In response to the reporter’s inquiry, the sales staff of the furniture stores in the store gave the same answer: “There is no furniture designed for the elderly, but there are many furniture styles sold in the store. People can use "This is black, suitable for the elderly" "This mattress is our best here, the elderly are very comfortable sleeping"... The reporter saw in a number of stores, the total number of household products, large to 30 square meters of cloakroom, small to faucets, panels, etc., both for high-end consumer groups, but also for the middle and low-end consumer groups, as well as small Popularized, different functions, such as children's furniture, women's toilets with women's wash function, office workers' fitness products that can improve occupational diseases, etc., but not for home products designed for the elderly. Enterprises lack development enthusiasm Why does the home store have no special old-age home products? Mr. Xu, the general manager of a furniture company in Beijing, believes that the reason is that although the current elderly home market has great potential, people’s actual needs are less and they do not form a certain scale, which leads to the company’s research and development costs. High, lack of enthusiasm. Compared with young people, the elderly are mostly diligent and diligent. Not only are they unwilling to pay for it, but they are also not willing to let their children buy it. This makes it difficult for elderly home products to be sold after they are on the market. Mr. Xu said that his company has tried to launch a bedside table suitable for the elderly. It has LED lights inside, which is convenient for the elderly to use at night, and also increases the drawer of the bedside table to facilitate the elderly. Human storage. However, after its launch, sales were not ideal. In addition, older furniture does not have separate standards like children's furniture. For a long time, the function of adult household products has covered the needs of the elderly, which has also led to the lack of motivation for furniture companies to develop the elderly market. The industry believes that the reason for the blank of the elderly home market is not that there is no demand, but that the industry lacks proper guidance. Faced with the current sluggish situation in the home furnishing industry, home furnishing companies can take the opportunity to create brands for the elderly consumer groups and develop products suitable for the elderly. This can not only fill the gap in the elderly home market, but also bring this opportunity to the enterprise. New development opportunities. At present, although the elderly home market is developing, the market has not yet been formalized because the relevant companies have not studied it in depth. As the aging of the society intensifies, people's attention to aged household products is bound to become higher and higher. 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