What Is The Future Trend Of The Old Garment Market Dividends Caused By "Inverse Growth"?

The resistance and rebellion of the middle and old people to the "old" are more violent than imagined.

When they were young, they were "New Youth" who were blowing high bangs, wearing bell bottoms, carrying SANYO recorder and going to the Cultural Palace to disco. After entering the middle age and old age, they still retain this trend of strength, "bravely rush" exclusive young people's brand shop, joking "this style has been popular 30 years ago".

AgeClub survey found that, with more retirement benefits from the reform and opening up and the retirement of the new era of access to mobile Internet orbit, their purchasing power has been increasing, and self-awareness has begun to awaken, and gradually subvert the stereotype of "old people are not willing to spend money for themselves".

The upgrading of consumption of middle-aged and elderly groups is reflected in the choice of products, which focuses more on beauty and quality, and the development of consumer demand to a high level, high level and pluralism.

Just in the past 2019 pairs of eleven, the main anti aging Estee Lauder small brown bottle eye cream single product turnover exceeded 200 million, by nearly 50 years old "Lee Young-Ae" endorsement of "whoo after" into the beauty makeup brand Top10 list, full of strength into the billion club, with Skech, Clarks and other famous brands together this year, 11 shoes 11 top 10.

In fact, the consumption power of the middle and old age groups has been increasing rapidly in the past few years, especially in the fields of shoes, clothing accessories, etc., which are related to beauty and fashion.

In 2018, Alibaba released "silver hair consumption upgrade data" showed that 60 years + group double eleven shopping frequency doubled in three years, the number of scarves per capita increased from 2 to 5, the average annual consumption of 1500 yuan in the purchase of new clothes, silver hair search clothing hot words "new style, western style, joker, AJ, small white shoes" and so on.

The strong demand of clothing for middle-aged and old women has already supported a huge online brand matrix.

According to the AgeClub data analysis report of the middle and old age women's clothing, at present, there are at least 50 middle-aged and old clothing online brands that have been distributed to tens of millions of yuan in China.

For example, there are sportswear, pants, fur and large sizes in the category. There are 5000 VIP users in the operation group, and this year, there are more than 10000 people who have entered the Taobao live broadcast this year.

In addition, there are breakthroughs in the clothing industry's inertial thinking, the creation of high-end market from personalized customization, and the innovative practice of combining online and offline operation of middle-aged and elderly users, which is promoting profound changes in the middle-aged and elderly clothing industry.

Breakout of standard products: customized and personalized cheongsam / dresses to create high-end clothing market for middle-aged and elderly people

Over the past ten years, the demand for clothing and clothing has changed dramatically. Li Tao, the founder of Korean dresses and sunnina brand, who has been engaged in middle-aged and elderly women's clothing for more than a decade, summarizes it into three stages.

Phase one: not available. Shang Chao has long been the mainstream channel for the elderly to choose clothes. The number of middle-aged and elderly counters is small and the style is outdated and slow. The elderly have to choose to customize or save clothing expenses. At this stage, the rise of the electricity supplier provides a new channel, but it is also through the children to meet the strong demand for clothing for the elderly.

The second stage: buy wrong. After solving the problem of purchasing channels, the next outstanding problem is "inappropriate". There are both hard copy indexes such as edition fit and fabric comfortableness, which do not fully meet the needs of the elderly, but also include soft indicators such as less style, old design and single style.

The third stage: no ride. Now, the third stage is coming. As the life of the elderly becomes more and more abundant, in order to cope with the demands of various scenes on their own image, the old people should not only buy the right ones, but also wear the right ones.

In fact, in traditional thinking, clothing as standard and industrial products, overcapacity, fierce competition, price war is difficult to avoid, and into the 50+ new middle-aged and old women's unique scene needs, but will find new opportunities.

The new generation of old people themselves have been better educated, more accepting and digesting new things, have higher expectations for the quality of life after retirement, and set higher requirements for their mental outlook and external image.

When choosing clothes, they will find their own personal image combinations based on their body shape, skin color, occupation background, social circle and many other factors, so that they can dress themselves in a fashion and decent manner.

AgeClub research found that a women's clothing brand from Changshu, Jiangsu, Feng Xi, is the 50+ women's attendance in important occasions clothing requirements.

Its location is "the cheongsam brand from the south of the Yangtze River". It started in 2000 in a small shop of 15 square meters, and now there are nearly 100 stores in more than 30 cities in China. If the annual sales volume of a single store is estimated at 1 million yuan, the annual income will be over 100 million yuan.

AgeClub visited Wuhan and found that Feng Xi opened three stores in the high-end shopping malls, located in Jianghan Road business circle and ocean department store in Optics Valley business circle and Wu Guang in Optics Valley business circle. The department store of Jianghan Road ocean changed the floor according to the adjustment of the shopping mall, but it did not affect the passenger flow in the shop.

At present, Feng Xi's main Qiong winter Qipao is mainly made of two kinds of materials, such as velvet and lace, which are mainly used for theatrical performances, children's marriage and dinner parties. The prices range from 1500 to 3000 yuan.

According to AgeClub, Feng Xi also opened Tmall flagship store on the Internet, and presented the brand image and product line more systematically and systematically in graphic, video and other ways.

It is worth mentioning that due to the material quality, Fung Xi flagship store also set up material identification and door-to-door retreat function, which can not only get consumers' trust in product quality, but also greatly enhance the shopping convenience of the middle-aged and elderly people.

In order to better carry out consumer education and open up the online and offline industrial chain, Feng Xi specially built a cultural and Art Center of Feng Xi, which combines tourism, shopping, health, leisure, DIY and cultural exchanges in Changshu, covering an area of more than 2000 square meters.

Including cheongsam Museum, craft exhibition area, Xiao Yin tea and Life Theme Pavilion, VIP members are not regularly organized to participate in tea art, handcrafts, new product launches and other activities.

Through offline activities and the spread of online platforms, the tastes and preferences of the middle-aged and elderly consumer groups for cheongsam are cultivated.

Focus of new media operation: the mainstream channel for middle and old aged women to learn fashion

In September 2018, WeChat's users over the age of 55 surged to 63 million, 7 times more than two years ago. With the popularity of WeChat, this platform will usher in greater business opportunities in the middle and old age groups. For different clothing brands, WeChat platform also has different ways of playing.

As an advocate of the seniors and seniors' lifestyle in the middle and old age group, the Lok Hui group, originally from WeChat, published the content and activities of the fashion for the elderly in the public platform at the earliest.

For example, the online "Li Wei elder sister fashion Salon" is being held online. On the WeChat platform, the KOL's autumn clothing is introduced in detail through the way of combination of pictures and texts, highlighting the characteristics of "good quality, loose, thin, easy to wear, and no stature", and accurately cut the middle and old aged women's body characteristics and love psychology.

It also highlights the need for warmth for the elderly. After the recent cool weather, Lok Hui family launched the "autumn wear star fan children" content on WeChat: "the wool fabrics are very warm in autumn, and the design with their scarves easily breaks the overall depression and has a very high level of ingenuity".

In color matching, there will also be unique suggestions, such as "women do not know what to wear when they wear red, it must be right, with a black dress, face to face and a sense of understanding."

1. from the Nanjing women's clothing brand day puzzle, its operation official WeChat's method is also worthy of reference from the elderly brand.

The same is the subscription number, but the mystery is not fixed on a certain day update, but according to festivals, solar terms and 520 special nodes to push, combined with the hot spot of the day to launch the relevant clothing collocation.

For example, in the national day, "how to debut in the crowd C", children's Day launched the "most beautiful mother plan", teacher's day sent "how to express gracefully", the article's content in the form of combining pictures and text to launch brand clothing matching. In the case of mother's day, such a festival of core consumer groups, there will be not only discounts, but also the award-winning activities of message interaction at the end of the article.

From the push time, it will only give rise to surprises in holidays. It will give readers a sense of surprise when they are on holiday. From the average click rate of 1000+ to 3000, as well as the comment volume of interactive activities, the number of fans of the sky mystery brand is not low, and the overall activity is relatively high.

2. in addition to the WeChat public address, the emergence of short videos and live streaming also brings new opportunities.

According to QuestMobile data, in 2018, the mobile Internet users spent about 109 hours on the mobile Internet month, up 28.5% over the same period last year. Short video takes the top three in the 25 hours of use, the largest increase in all industries, and this year there is a continuing trend.

Against this background, the KOL, represented by "fashion grandma group" and "aunt's fan Er", came into being.

The "fashion grandma group" started running in June this year. The first display of batik Technology Chinese style elements clothing was praised 119.4w.

The other contents are mostly four grandmother wearing cheongsam, dress or more fashionable young dress, dancing, walking the model step, shooting the blockbuster and so on, showing the elegant demeanor of the middle aged and old people.

Zhao Haiguo, who built the "aunt's fan" in an interview with AgeClub, revealed that at present, the voice accounts are not in a hurry to cash in. But in the future, he looks forward to "aunt" as "old version of Li Jiaqi".

In his planning and positioning, aunt is not just a net red. He hopes to develop his aunt IP into an old age entertainment project. People should be closely integrated with the industry, and be the opinion leader in the direction of beauty, beauty, beauty and old age.

3., the live broadcast of e-commerce is rapidly spreading in the field of middle-aged and elderly clothing. Many brands of middle-aged and elderly clothing brands have begun to test Taobao live.

According to the incomplete statistics of AgeClub, the 152 key anchor accounts are displayed in Taobao's live broadcast of the search keywords.

It is different from the live broadcast of young anchors in the evenings or even the early morning. Most of the brand live broadcast in the middle and old ages choose the idle time in the morning and afternoon, so that the middle and old age groups can avoid the cooking at noon and the children in the evening.

AgeClub observed that on a working day, the flagship store of Top50, a middle-aged and old brand Top50, opened a live broadcast of Taobao at 10 a.m., attracting over 10000 people to watch online. Another brand of lying snow has 3-4 hours of live broadcast every morning and afternoon.

Most of the middle-aged and elderly clothing brand anchors are middle-aged female employees. During the live broadcast, the anchor will go directly to the "middle aged" fans in the live room. The brand will mark the number of clothes in advance, then try different clothes on the upper body according to the "baby" interaction request. At present, online live clothes are mainly made of down jacket and mink coat. When DVD shows the costumes, the anchors will emphasize the material, design and color of the clothes, and display them in detail, and repeat the words "fashion", "foreign flavor", "atmosphere" and "upper class" to describe the clothes.

And will emphasize the big code design, loose edition, 155-175 Jin body or belly belly of middle-aged and elderly consumers are suitable to wear. Every single item will also give advice on how to wear, for example, a short paragraph is suitable for a small person, and a long suit can be used to cover the "fat part".

In terms of price, the price range of online live single product of the middle and old age brand is 98-500 yuan, and the participation in live broadcast interaction can directly receive 50 yuan or 100 yuan cash coupons, and the purchase price is reduced. The product attributes of "good quality and low price" are easy to hit the consumption psychology of middle aged and old people.

To create a closed loop for middle-aged and elderly users: build brand communities on the initiative and sink, and strengthen the operation of fans.

More and more clothing brands begin to change from the "role" role to the initiative to sink, close to consumers, and successfully harvest a large number of middle-aged and elderly users.

AgeClub's clothing brand named "sky riddle" discovered in the research of Nanjing is the main player in the market. Now it has taken root in many counties and cities throughout the country.

For example, in a four line city in Hubei, the shopping guide of Tian Ming store will take the initiative to request WeChat after its first purchase. Usually the new way is to issue a model photo or a picture of a salesman trying on clothes in a circle of friends.

If it is a "familiar guest" or a senior member, the shopping guide will introduce the new style on the clothes one by one, then invite the old customers to try out and put forward the collocation proposal, and finally finish the purchase.

AgeClub believes that by creating a closed loop method for middle-aged and elderly users, the unit price and repeat purchase rate are several times higher than those of offline stores or online stores.

The clothing brand brother from Taiwan, China also has a complete and unique process in the operation of fans. According to public information, there are 11 contents of a complete job step by day, and each item is divided into several small contents.

Among them, a salesperson needs to make a daily sales target on the basis of the sales day before the day, and combine the matching exercises with the new arrival date. At 14 p.m. every day, the shop assistants will group and show each other in groups.

After the store is officially opened, the shop assistant will take out his customer contact list and start contacting customers. Besides keeping his feelings everyday, it is more important to notify the guests to come to buy clothes, and to find the right person for the new suit, so as to increase the rate of entering the shop. If there are new customers to complete the sale, the clerk will have to complete the basic information of the customer on that day.

Under the mode of "brother brother", the salesperson acts as the professional KOL, personally takes the goods off the market, and fostered a huge fan community with his own origin. In the long term one to one contact, a fixed customer consumption resource is formed.

The 1. part of online brands also began to make timely changes.

For example, di Sunna replaced the image spokesperson as a buyer's show, making it easier for consumers to find a sense of intimacy. At the same time, a brand personified concrete form, Xiao Di, was built to create a role of a friend in the circle of mothers.

Not only in the circle of friends, but also in the WeChat group, knowing the basic knowledge and trends of the clothing industry for middle-aged and elderly people, changing from ordinary consumers to individuals.

Diquetna also selected 5000 people from all the country's customers to be the core VIP group, and constantly offered advice on brand design, style, fabric and workmanship.

2., there are also large brands of fans.

Small program mall "new Queen" fans are sharing explosions and buyers shows in the community to attract other customers to interact.

According to public reports, most of the new users of the Queen's purchase will enter the community and play a positive role in re purchasing and retaining. In addition, the Queen's new style also provides users with the role of dress consultant, teaching users how to match, really cut into the user's life scenes. Amoy brand "lie snow" Mom installed in Taobao Snow Powder welfare agency, released a new message, consumers can punch card every day to receive fans benefits.

In addition, sleeping snow will often release paid Taobao task information in the welfare group, accurately grasp the psychology of "no money to earn spare cash" among the elderly, make full use of fans strength to increase the popularity of shops, and more conducive to enhancing interaction and fans stickiness.

With the development of the market, leisure, rich and increasingly fashionable middle-aged and elderly people have become one of the target consumers in the field of clothing.

The old age market's "adverse growth" brings new dividends, which is also concerned by all parties. It is the opportunity to seize the opportunity in this coming dividend.