< p > with the further maturity of the market, the concept of subdivision is often mentioned by the industry.

As one of the dominant industries in Quanzhou, < a target= "_blank" href= "//m.pmae.cn/" > shoes < /a > industry, after making a strong subdivision of children's shoes, sports and outdoor areas, recently, some enterprises have aimed at the aging business opportunities of the population, and are ready to enter the "old shoes" market.

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< p > < strong > "silver hair" potential < /strong > /p >

< p > with the obvious trend of aging population, in recent years, it is difficult for the elderly to buy shoes. More and more attention has been paid to them. Over 60 of them, Huang told reporters, "people used to have poor living conditions, but they are not very particular about shoes. Generally, communities or streets have special or exclusive shoes for the elderly. It is ugly and unpleasant. But now we all dance together, and it is easy to compare each other, so we all care about it."

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< p > at present, most cities in China do not have old shoe stores, and old shoes are often sold in ordinary stores.

Ms. Li, a filial lady, often suffers from having to buy a pair of shoes for her parents as a birthday gift. She has to run to the grocery market.

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Zhang Jie group, director of marketing of innovation Shoes Co., Ltd., P, said most of them believed that the old people were frugal and did not want to spend money, and basically could not afford higher shoes prices. In fact, this is a traditional misunderstanding.

"A large part of the elderly have a strong compensation for consumption psychology, eager to compensate for the consumption needs and aspirations which have not been realized before. They begin to pay attention to wearing, like fitness, sports, and even love fashion."

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< p > it is understood that the company that Zhang Jie group is in this year's ordering will develop a fashion trend shoe for the elderly market, no matter in terms of material usage, functional design and fashion design. "The fashionable footwear of the elderly has always been a market that has not been fully developed. This" silver market "is worth our deep digging.

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< p > this is not groundless. Another Jinjiang brand Yi Jiabao, whose main product is cotton shoes, is also in the deep ploughing of the elderly market. Zhuang Xiaofeng, general manager, has his own know-how for the "silver hair" market. "Because of the particularity of the old people's physique, we are more in pursuit of the product's performance, and the cotton shoes sold to the elderly must be characterized by thick, warm and healthy."

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< p > < strong > channel problem < /strong > < /p >

< p > "it is difficult to buy shoes that I am satisfied with in the market at present. They are either too hard or too tight for people to customize, and shoes are not good looking."

Ms. Huang's remarks reflect the strong desire of the elderly to enhance the professional design ability of "old shoes".

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< p > Zhang Jiequn said that the footwear designers who study shoes for the elderly are also very scarce. Now the design on the market is basically making shoes for senior citizens in the way of increasing the size of adult shoes, which will lead to the structural design of shoes which is not in line with the characteristics of feet of the elderly, so that shoes will be stuck and rubbed.

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< p > the special needs of the elderly will increase the R & D input of the enterprises, and the "old shoes" market is in the exploratory stage. It is difficult to raise the unit price. Zhang Jie group said, "the feet of the elderly are different from those of the young people, so we need to make some special parts for some parts, such as enhancing the skid resistance and thickening the cotton wadding in shoes. Now the cost of raw materials is so high. Every increase of < a target=" _blank "href=" //m.pmae.cn/ "> cloth" /a "will have to produce a fee.

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< p > in fact, as early as last year, Jinjiang shoe enterprises planned to pform into a professional "senior shoes" brand, but after comprehensive consideration, the plan was shelved by the company's top executives.

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"P" industry people said that the main product profit is low, in the store rent, artificial cost and other factors of comprehensive rise, it is difficult for enterprises to do the old shoes to lay monopoly channels, so the premium of the brand will not go.

"A single old shoe product is hard to sustain the cost of the original channel.

If you really want to be a franchised store, you must make a store for senior citizens, and shoes can only be tied up.

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Ding Xiangjun, general manager of te Xiang shoes industry Co., Ltd., interviewed by the media, held that the low price of the products led to the limited profit space of the old shoe products, which made the brand difficult to support the laying of the monopoly channels for the products of the elderly shoes. P

Take women's boots as an example, making a pair of popular women's boots is a decade or even dozens of times the profits of a pair of old shoes.

Like an ordinary location store, you can only sell a pair of women's boots a day to pay the rent, while the old shoes need to sell more than a dozen to get back.

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< p > people in the industry believe that in the laying of channels, brand enterprises can move against the elderly and are generally active in community and street characteristics. They will set up stores in convenient pportation lots or residential areas, providing convenience for the elderly consumers and playing "emotional cards" in the marketing section.

Of course, the "old shoes" open terminal store mode is still in the exploratory stage, including store location, decoration style, shopping guide selection, marketing means and so on, all need a gradual process to build.

Just as children's shoe stores have been subdivided in recent years, the market for "elderly shoes" will gradually become clearer.

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