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【YKK拉鏈行業(yè)新聞】許多品牌現(xiàn)在都在關(guān)注千禧一代。白銀一代實(shí)際上是中國(guó)增長(zhǎng)最快的群體，老年人占中國(guó)總消費(fèi)的三分之一，但奢侈品行業(yè)幾乎忽略了這一群體。

60歲以上的中國(guó)人不再只是尋找保守的產(chǎn)品和流行的購(gòu)買方式。常州ykk拉鏈67歲的李是上海的一名退休工人，他告訴井戴里，他喜歡獎(jiǎng)勵(lì)自己，嘗試新的和現(xiàn)代的產(chǎn)品。
中英商務(wù)委員會(huì)(China -uk business council)的一項(xiàng)研究顯示，中國(guó)的老年人渴望花錢，40%的退休人員愿意并有能力支付奢侈品假期，而60歲以上的老年人平均每年有15%的收入用于旅游。2013年，中國(guó)250萬(wàn)的年收入超過13萬(wàn)美元，約89萬(wàn)元。其中，51%的人年齡在40-49歲之間，代表著強(qiáng)大的消費(fèi)能力。
上海大休咨詢集團(tuán)(Daxu consulting group)的研究經(jīng)理泰博丹德(ThibaudAndre)說(shuō)，老年人更關(guān)注購(gòu)物中心的服務(wù)質(zhì)量、購(gòu)物體驗(yàn)和便利。線下活動(dòng)通常是老年人學(xué)習(xí)品牌的好方法。
然而，它補(bǔ)充說(shuō)，中國(guó)近一半的老年人正在使用微信。事實(shí)上，中國(guó)的老年人是嘉興ykk拉鏈微信的最頻繁的使用者，60多歲的人80%的手機(jī)流量都花在了微信上，而18-35歲的人群只有6.8%的手機(jī)流量。
那么，隨著奢侈品市場(chǎng)對(duì)千禧一代的癡迷，你是否錯(cuò)過了這個(gè)為老年人提供的巨大機(jī)遇?
奢侈品牌似乎才剛剛開始認(rèn)識(shí)到中國(guó)消費(fèi)者的購(gòu)買力超過了上世紀(jì)60年代的水平。歐萊雅中國(guó)區(qū)首席執(zhí)行長(zhǎng)StephaneRinderknech上周接受采訪時(shí)說(shuō)，有一代“銀色一代”消費(fèi)者——老年人，代表著數(shù)億潛在消費(fèi)者。然而，歐萊雅品牌營(yíng)銷活動(dòng)的勝利，包括奢侈品公司GiorgioArmaniLancomStellaMcCartnei和YveSt LaurentBeaut——對(duì)人群的反應(yīng)仍然非常緩慢。歐萊雅沒有回復(fù)記者的置評(píng)請(qǐng)求。
據(jù)Daxu分析師稱，目前國(guó)內(nèi)產(chǎn)業(yè)規(guī)模接近4500億美元，預(yù)計(jì)到2021年將翻一番。據(jù)新華社在中國(guó)國(guó)家老齡局發(fā)表的一篇講話，中國(guó)目前估計(jì)有2.41億60歲以上的人口，占總?cè)丝诘?7.3%。
然而，根據(jù)國(guó)際研究公司敏特(Mintel)去年的一份報(bào)告，只有8%的中國(guó)老年消費(fèi)者認(rèn)為，市場(chǎng)營(yíng)銷人溫州ykk拉鏈的口味取決于產(chǎn)品。該研究在未來(lái)一年對(duì)中國(guó)10個(gè)城市的600名老年人和3000名網(wǎng)絡(luò)成年人進(jìn)行了調(diào)查，得出結(jié)論稱，“白銀一代”與針對(duì)其他品牌的嘗試存在嚴(yán)重脫節(jié)。
分析師們甚至似乎都無(wú)法解釋，要想讓白銀一代獲得成功，需要做些什么。許多營(yíng)銷公司在被問及老齡化市場(chǎng)時(shí)都很驚訝，臺(tái)州ykk拉鏈年長(zhǎng)的消費(fèi)者更容易感到被忽視?！拔矣X得我不存在，”來(lái)自北京的退休銷售經(jīng)理戴維陳(DavidChan)說(shuō)。
阿里巴巴今年早些時(shí)候推出了老版本的淘寶,旨在方便人們網(wǎng)上支付60歲以上的老人,和孩子們建立的家庭成員和選擇自己的身份,并邀請(qǐng)家長(zhǎng)可能無(wú)法獨(dú)立操作應(yīng)用程序綁定賬戶。
該頻道的發(fā)展總監(jiān)丁健告訴阿里茲拉:“我希望淘寶能成為幫助他變老的橋梁?！睋?jù)阿里巴巴稱，兩名“資深老年體驗(yàn)官”最近開始在淘寶上工作。
大修的分析師表示，淘寶的老年在線功能可能是向中國(guó)60多歲的ykk拉鏈人群銷售產(chǎn)品的一種有利可圖的方式。他補(bǔ)充說(shuō)，老年人依賴家庭的建議，社會(huì)消費(fèi)需求更強(qiáng)。家人和朋友的建議對(duì)他的購(gòu)買決定產(chǎn)生了重大影響。
相比之下，奢侈品牌很難跟上中國(guó)不斷演變的老一代?！拔蚁胛抑幌胱诩依锟磮?bào)紙，”退休教師李說(shuō)?！暗乙蚕肴ヂ眯校屪约嚎雌饋?lái)時(shí)髦，擁有時(shí)尚的衣服和發(fā)型，并在上面花錢?！?br />

Many brands are now focusing on millennials. The silver generation is actually China's fastest-growing group, with the elderly accounting for a third of the country's total consumption, but this group is almost ignored by the luxury industry.

Chinese people over 60 are no longer just looking for conservative products and popular ways to buy them. Li, a 67-year-old retired worker from Shanghai, told JingDaili jingri that he likes to reward himself and try new and modern products.
According to a study by the china-uk business council, China's elderly are eager to spend, with 40 per cent of retirees willing and able to afford a luxury holiday, and those over 60 setting aside an average of 15 per cent of their annual income for travel. In 2013, the annual income of 2.5 million Chinese exceeded $130,000, or about 890,000 yuan. Among them, 51 percent were aged 40-49 years old, representing strong consumption power.
Older people are more focused on service quality, shopping experience and convenience at shopping centers, says ThibaudAndre, research manager at Daxu consulting group in Shanghai. Offline activities are often a great way for older Chinese to learn about brands.
However, it added that nearly half of China's elderly people are using WeChat. In fact, older people in China are the most frequent users of WeChat, with people in their 60s spending 80% of their mobile phone traffic on WeChat, compared with the 18-35 age group, where only 6.8% consume the same amount.
So, with the luxury market's obsession with millennials, have you missed out on this huge opportunity for the elderly?
Luxury brands seem to have only just begun to recognize the power of Chinese consumers to outpace those of the 1960s. In an interview last week, StephaneRinderknech, l 'oreal's China chief executive, said there was a 'silver generation' of consumers -- the elderly, representing hundreds of millions of potential consumers. However, the victory of l 'oreal brand marketing activities, including luxury goods companies GiorgioArmaniLancomStellaMcCartnei and YveSt LaurentBeaut - still very slow response to the crowd. L 'oreal did not respond to requests for comment.
The domestic industry is now nearly $450 billion, according to Daxu analysts, and is expected to double by 2021. China now has an estimated 241 million people aged 60 and over, accounting for 17.3 percent of the total population, according to a speech by xinhua on China's national bureau of aging.
However, according to a report last year by Mintel, an international research firm, only 8 per cent of older Chinese consumers think marketers base their tastes on products. The study, which polled 600 elderly Chinese and 3,000 online adults in 10 cities over the next year, concluded there was a serious disconnect between the 'silver generation' and attempts to target other brands.
Analysts don't even seem to be able to explain what it takes to make the silver generation successful. Many marketing companies are surprised to be asked about the aging market, and older consumers are more likely to feel neglected. Think I don't exist, says DavidChan, a retired sales manager from Beijing.
Alibaba launched its elderly version of taobao earlier this year, aiming to make it easier for people over the age of 60 to pay online, with children setting up accounts of family members and choosing their own identities, and inviting parents who may not be able to operate the APP independently to bind accounts.
DingJian, the channel's development director, told Alizila: "I hope taobao will become a bridge to help him grow older." According to alibaba, two "senior elderly experience officers" have recently started working on taobao.
According to analysts at Daxu, taobao's elderly online function could be a profitable way to sell to China's 60-somethings. Older people rely on the advice of their families, and demand for social consumption is stronger, he added. The advice of family and friends had a major impact on his purchase decision.
By contrast, luxury brands are struggling to keep up with China's ever-evolving older generation. "I think all I want is to sit at home and read the newspaper," said li, a retired teacher. "but I also want to travel, to look smart, to have fashionable clothes and hair, and to spend money on it."