Silver Hair Market: A New Opportunity Will Be Born In The Clothing Field In The Future

According to the public data of the latest census, the number of people over 60 years old in China has reached 264 million, accounting for 18.7% of the total population in China. The proportion of people aged 65 and above has increased from 8.87% of the sixth national census to 13.50%, and the number of people has reached 190 million. It is estimated that the number will exceed 300 million during the 14th Five Year Plan period, and China will enter the stage of moderate aging from mild aging. From 2016 to 2020, the market scale of China's silver hair economy continued to rise. In 2020, it has reached 5.4 trillion yuan, with an annual growth rate of 25.6%. It is estimated that the market size of China's silver hair economy will maintain growth to reach 5.9 trillion yuan in 2021.  

With the increasing proportion of the elderly population in China year by year, the speed of social aging is gradually accelerating. The huge aging population in China will be the main driving force to promote the development of silver hair economy. With the proportion of people over 50 years old with silver hair reaching 1 / 3, the scale of these Internet users has exceeded 100 million, and the growth rate of users is higher than that of all Internet users, which has become an important increment of mobile Internet users. At the same time, the silver haired group is very interested in social networking, video, information and so on. The number of mobile Internet users over 50 years old is growing rapidly, and the degree of network use is also steadily deepening. The average daily use of Internet is more than 4 hours. The silver haired people have become an important group in the digital development.

On the shaking tone, the three pits of JK and Lolita in the Z era are very popular, but the cheongsam on the grannies has become a different scenery. For example, the fashion granny group, with an average age of 65, attracted 4.28 million fans in the tremolo fire through different clothing matching. The exquisite clothing and elegant life attitude are not only loved by middle-aged and elderly users, but also attracted by the silver haired granny group. According to the data of "Research Report on market panoramic survey and investment direction of China's elderly health service industry in 2019-2025" released by Zhiyan consulting, the scale of social entertainment market in China's Yinfa economy reached 480 billion yuan in 2018, an increase of 21.8% compared with the same period in 2017. It is estimated that by 2021, the social entertainment market of China's Yinfa economy will reach 882 billion yuan.

In the face of such a large user group and social needs, the elderly have their own interest in social software, rich content ecology is the common pursuit of interest communities, and attract capital support. For example, several popular apps among the elderly: Pinus koraiensis, tangdou, xiaoniangao, zilepan, etc., are software integrating social and interest of the elderly. At first, there were only a dozen kinds of courses in hongsong app. Now, the live class of hongsong app has covered hundreds of interest fields, such as vocal music, musical instruments, calligraphy, painting, dance, recitation, health, digital, English, tourism, etc; Tangdou app mainly focuses on square dance. The team also launched several small programs such as tangdou's daily smile and tangdou's love for life, which expanded the contents of life, funny, health and health preservation. In addition, sugar beans also layout Ott (Internet TV) into the family living room content consumption scene; Xiaonian cake classifies the video content on the platform into 14 interest plates, such as health preservation, magic tricks, painting and tourism; Zilepan app, combined with the self-developed peripheral hardware, specially creates a set of software + hardware system solution for the Yinfa group to meet the all-round needs of the Yinfa group for music and entertainment, and completes the pre-A round financing of tens of millions of RMB. This round of financing is led by Bai capital, followed by Yonghua capital, and continued to make additional investment by Kuai Chuang Ying and Chengzhi venture capital.

With the increase of silver haired population, square dance, which is widely used among retired people, has brought new business track.

According to Wang Shuncheng, director of the e-commerce section of Yiyang Municipal Bureau of Commerce, the Yiyang square dance clothing industry started in 2010 and ushered in a period of rapid development in 2013. At present, in Yiyang, there are more than 300 enterprises making square dance costumes, with an average sales volume of 7 million, and nearly 50 enterprises with annual sales of more than 10 million. In 2021, the overall growth rate of square dance costume is 40% to 50% compared with that of last year. Moreover, the annual output value of Yiyang square dance clothing has exceeded 2 billion yuan, accounting for 70% of the national square dance clothing market.

Material has greatly enriched the life of the silver haired people in their later years. In the 1960s and 1970s, the new silver haired people began to quit their jobs. In addition to their hobbies and social activities, the elderly are willing to consume. In terms of clothing and clothing, 43.65% of the elderly spend less than 500 yuan per month according to the data of 2020h1; The proportion of clothing expenditure between 501-1000 yuan and 1001-2000 yuan is close, which is 25.41% and 25.97% respectively; 2.21% of the elderly did not buy at all, and 2.76% spent more than 200 yuan. That is to say, more than 90% of the elderly buy clothes and shoes every month, and their consumption strength is not vulgar. According to the "digital life report for the elderly" released by Ali during the "double 11" period in 2020, the three-year compound growth rate of online consumption amount of silver hair users has reached 20.9%. Elderly consumers are growing at an unstoppable and strong growth rate, leaping to a new consumption force second only to "generation Z".

Take shoes and clothing as an example, light and comfortable soft soled sports shoes, fashionable and warm down jacket and stormwear are all the categories that the elderly consumers in Guangzhou, middle and old people will give priority to during the promotion period. There are not many clothing brands designed specifically for the middle-aged and the elderly. There are few mature brands and traditional styles in Taobao Search for "middle-aged and old-age clothing", while there are few brands specially designed for the silver hair group. The more famous brands such as zulijian have attracted much attention in the elderly market because the brand focuses on the market at that age stage and takes the shoes designed by the elderly as the core, With an annual sales of 4 billion yuan, it also involves clothing, electrical appliances and other fields.

The demand for clothing for the middle-aged and the elderly in China will be more than 1 billion sets. The clothing for the young and middle-aged in department stores will account for more than 70%, and the clothing suitable for the middle-aged and the elderly will account for less than 10%. According to a survey conducted by China Aging Science Research Center, 42.8% of the urban elderly in China have savings. As the pension of the elderly increases, so will the savings of the elderly. Considerable market prospects, so that silver hair clothing market has a broad space for growth, for the field of clothing, new opportunities are also born.