退休一族成为奢侈品的消费大军-pg电子游戏

【行业新闻】许多品牌现在都在关注千禧一代。白银一代实际上是中国增长最快的群体，老年人占中国总消费的三分之一，但奢侈品行业几乎忽略了这一群体。

60岁以上的中国人不再只是寻找保守的产品和流行的购买方式。67岁的李是上海的一名退休工人，他告诉井戴里，他喜欢奖励自己，尝试新的和现代的产品。
中英商务委员会(china -uk business council)的一项研究显示，中国的老年人渴望花钱，40%的退休人员愿意并有能力支付奢侈品假期，而60岁以上的老年人平均每年有15%的收入用于旅游。2013年，中国250万的年收入超过13万美元，约89万元。其中，51%的人年龄在40-49岁之间，代表着强大的消费能力。
上海大休咨询集团(daxu consulting group)的研究经理泰博丹德(thibaudandre)说，老年人更关注购物中心的服务质量、购物体验和便利。pg电子游戏的线下活动通常是老年人学习品牌的好方法。
然而，它补充说，中国近一半的老年人正在使用微信。事实上，中国的老年人是微信的最频繁的使用者，60多岁的人80%的手机流量都花在了微信上，而18-35岁的人群只有6.8%的手机流量。
那么，随着奢侈品市场对千禧一代的痴迷，你是否错过了这个为老年人提供的巨大机遇?
奢侈品牌似乎才刚刚开始认识到中国消费者的购买力超过了上世纪60年代的水平。欧莱雅中国区首席执行长stephanerinderknech上周接受采访时说，有一代“银色一代”消费者——老年人，代表着数亿潜在消费者。然而，欧莱雅品牌营销活动的胜利，包括奢侈品公司giorgioarmanilancomstellamccartnei和yvest laurentbeaut——对人群的反应仍然非常缓慢。欧莱雅没有回复记者的置评请求。
据daxu分析师称，目前国内产业规模接近4500亿美元，预计到2021年将翻一番。据新华社在中国国家老龄局发表的一篇讲话，中国目前估计有2.41亿60岁以上的人口，占总人口的17.3%。
然而，根据国际研究公司敏特(mintel)去年的一份报告，只有8%的中国老年消费者认为，市场营销人的口味取决于产品。该研究在未来一年对中国10个城市的600名老年人和3000名网络成年人进行了调查，得出结论称，“白银一代”与针对其他品牌的尝试存在严重脱节。
分析师们甚至似乎都无法解释，要想让白银一代获得成功，需要做些什么。许多营销公司在被问及老龄化市场时都很惊讶，年长的消费者更容易感到被忽视。“我觉得我不存在，”来自北京的退休销售经理戴维陈(davidchan)说。
阿里巴巴今年早些时候推出了老版本的淘宝,旨在方便人们网上支付60岁以上的老人,和孩子们建立的家庭成员和选择自己的身份,并邀请家长可能无法独立操作应用程序绑定账户。
该频道的发展总监丁健告诉阿里兹拉:“我希望淘宝能成为帮助他变老的桥梁。”据阿里巴巴称，两名“资深老年体验官”最近开始在淘宝上工作。
大修的分析师表示，淘宝的老年在线功能可能是向中国60多岁的ykk拉链人群销售产品的一种有利可图的方式。他补充说，老年人依赖家庭的建议，社会消费需求更强。家人和朋友的建议对他的购买决定产生了重大影响。
相比之下，奢侈品牌很难跟上中国不断演变的老一代。“我想我只想坐在家里看报纸，”退休教师李说。“但我也想去旅行，让自己看起来时髦，拥有时尚的衣服和发型，并在上面花钱。”

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."