The potential of the elderly home market is very suitable for the old home
"China's Aging Business Development Report (2013)" pointed out that in 2012, the number of elderly people in China reached 194 million, and the aging level reached 14.3%. It is expected that the number of elderly population will exceed 200 million in 2013, reaching 202 million, and the aging level will reach 14.8. %. By 2015, it is estimated that the number of elderly people over the age of 60 will increase to 221 million, and the proportion of the elderly will increase to 16%. China has entered a serious aging society.
From July 1, 2013, the Law on the Protection of the Rights and Interests of the Elderly was officially implemented, and “always go home to see†was written into the law. The whole society began to pay attention to the old age of the elderly, and caring for the elderly became the moral orientation of the whole society. Whether the elderly can live in peace and happiness and whether they can enjoy the various guarantees of life has become a concern of the whole society.
The elderly home market is almost blank, and the market potential is huge.
According to relevant data, nearly 50% of the elderly in China are living an “empty nestâ€, and nearly 80% of them choose to stay at home. Under the concern of the whole society, more and more people pay attention to the home life of the elderly, but also notice that the life of these elderly people is not convenient. One of the most important reasons for this is that there are currently no household products suitable for the elderly.
The reporter recently visited several major stores in Beijing and found that most of the businesses know that children's home products rarely know about old-age home products. There are also many consumers who have reported to the media that it is not easy to buy a suitable home product for the elderly at home.
With the improvement of the society's attention to the elderly, in fact, the home industry has also paid more attention to the elderly home products. The market potential of aged household products is huge. Although many companies have noticed this, they still only hold a wait-and-see attitude. This may be because of the significant consumption characteristics of the Chinese elderly group, that is, “re-storing light consumption and focusing on children themselvesâ€. Older people in China tend to give priority to the consumption needs of their children's offspring, while ignoring their own needs, which makes the old market's own consumption attributes weak. In the home market, children's homes are getting more and more attention, and the blank of old-age homes is the best proof of this consumption characteristics.
However, with the constraints of social ethics and law and the improvement of civic quality, more and more young consumers, after having a certain economic foundation, hope to do their filial piety by improving the living environment of the elderly. The demand for the elderly home market is increasing year by year, especially in recent years, discussions on the elderly home market have been reported frequently. More than 200 million elderly people are potential users, and they are increasing by tens of millions of years, showing the huge potential of the elderly home market. Some insiders said that the development of professional elderly homes or into a future trend.
Social misunderstanding of the understanding of the elderly home
In the process of visiting the store, the reporter also found that although many merchants pay attention to the elderly home products, they still have misunderstandings. When the reporter consulted a furniture store to consult senior furniture, she said that the dark color of the furniture is very suitable for the elderly, and does not mention other features of functional, safety, comfort and other elderly home products. Many merchants have misunderstandings about older home products. In fact, older home products and children's home products should have a set of standards.
Older people are the longest group in the family, so the contact with all kinds of household items is also the most. Therefore, the health, environmental protection, safety and function of aged household products need to be suitable for the elderly. To give a simple example, elderly household products and children's household products should be designed to minimize some unsafe factors, such as furniture with fewer edges and corners to avoid injury to the elderly; the bed should be hard mattress or hard bed Thick tweezers are good, because soft beds such as spring beds are not suitable for the elderly; the reclining angle and sitting angle of the chair need to be larger to increase comfort, and armrests should be set as much as possible to facilitate gripping when sitting up; It is not advisable to have drawers below the knees and over-the-top cabinets to reduce the height and height of the elderly and avoid accidental injuries.
In addition to considering safety, health, practicality and accessibility, older people may not only like deep-colored home products. The colorful art and ornamental products will be loved by the elderly.
"Appropriate aging" household products should be generated as a development trend
Although the elderly household products on the market are almost blank, some socially responsible companies have introduced products suitable for the elderly. For example, in May 2012, Eagle Sanitary was the first to release and launch the “Aging†sanitary products. This set of “aging†sanitary products does not stop at the concept, but is based on ergonomics and the overall design of the domestic elderly. A sanitary product developed on the basis of research on the physical characteristics and mental state of the elderly.
Take Yingying Sanitary Ware as an example of “aging†sanitary products, first of all, focusing on safety. The corners of the products in the washing area are rounded, which makes the elderly safe and easy to clean. The height of the bathroom cabinet is 80mm (the average height of the product is 800-850mm), so that the elderly can sit and stand during use. Good to meet the comfort of the body. Handrails can be placed next to the bathroom products so that the elderly can provide strong support and support when the body rises and falls.
At the same time, the aging sanitary ware fully considers the convenience of product use. Through the design of the sliding side cabinet, it is convenient for the elderly to take the items when sitting; the faucet handle is placed at the edge of the basin closest to the body, the switch is convenient; the bathroom basin is 520mm widened (the ordinary size is 490) -510mm), when the elderly are seated, the elbows can be stretched freely; the space under the basin is as large as possible, so that the legs can move forward and backward when sitting in a wheelchair or in a wheelchair.
The “Aging†bathroom space shower area is equipped with a shower head with a smart back and anti-scalding design. The anti-scaling structure faucet adopts the structure of cold water and semi-circumferential hot water more humanized, and the technology is more advanced, because the semi-enclosed structure is only the outer side and the top is anti-scalding and the inner side is not anti-scalding. If the consumer grasps the faucet body, there is a danger of burns. No matter how the consumer touches the faucet body, it will not be harmed.
In addition, the aging bathroom is designed with a unique mirror, the wall mirror is divided into two pieces, and the angle between the two mirrors is 45 degrees. Even if the elderly are in a wheelchair, they can easily see their whole body, very human. Detailed design.
It can be seen that the old-fashioned home products that truly embody human care are not simple concepts, nor are they out of reach. Through careful study of the needs, psychology, habits, preferences and human characteristics of the elderly, elderly household products also have a systematic and complete standard to follow. Such "aged" home products will become one of the important development directions of the home furnishing industry through further improvement and market introduction.
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