Establish and improve the quality standard system for elderly products, and provide more cost-effective and high-quality products for the elderly
More products and services suitable for aging (consumer windows·development of the silver-haired economy②)
Our reporter Qi Zhiming Qiu Chaoyi Liu Xiaoyu
Core reading
In daily life, the elderly have a greater demand for related goods and services, but the market supply is relatively small and personalization is not enough.
At present, all parties are forming a joint effort to accelerate the establishment and improvement of the quality standard system for elderly products, and at the same time focus on the development of consumer guidance to better meet the consumer needs of the elderly
Develop high-quality products and improve cost performance
Two months ago, Granny Huang, a resident of Jinbao Garden Community, Shunyi District, Beijing, asked the community's Chenghejing Pension Station to install a bath chair in the bathroom of her home.
"Wash your hair and sit on the bath chair, hold the handrail in the shower, get up and grab the handrail when you go to the toilet, so you won't be afraid of falling."
It turned out that a few years ago, Grandma Huang's wife had a slight cerebral infarction. Although she recovered well, she suffered from dizziness and weak legs and feet.
"After his illness, his balance ability deteriorated and he fell several times at home. Once he was brushing his teeth, he suddenly fell over, which was really scary."
Having had these experiences, Grandma Huang urgently needed to make "fall-proof modification" for her home, so she hurriedly contacted the station to install it.
"The installation is completed in a short time. The master uses screws to fix the armrests and seats on the wall. It is very stable to use." In the eyes of Grandma Huang, these aging products are convenient and caring. "Look at the toilet. The armrests can be folded to one side after use and do not occupy any space. This sitz bath chair is also very small and can be leaned against the wall at ordinary times and is very convenient to use."
This renovation, Grandma Huang spent more than 2,000 yuan.
"What you pay is more expensive. What you pay for is what you pay for. Our plan is to have reliable quality and safety first."
"Our aging products are selected from long-term cooperation and high-quality brand manufacturers, and the service is guaranteed. Elderly people come to consult almost every day." Zou Cunjuan, head of Chenghe Jingshi Aging Design Center, said.
In July 2020, the Ministry of Civil Affairs and other nine departments jointly issued the "Guiding Opinions on Accelerating the Implementation of the Reconstruction Project for the Ageing of the Elderly’s Homes", which requires meeting the needs of the elderly in home care, living and walking, rehabilitation and nursing as the core, and improving the home. Living care conditions enhance the safety, convenience and comfort of home life facilities and equipment.
Weng Mingzhe, general manager of Beijing Junyue Fangge Decoration Engineering Company, said that in recent years, the demand for aging products for the elderly has increased.
"Our most popular products are armchairs and non-slip floor tiles, mainly because the elderly are very concerned about the problem of falls, and the sales of related smart safety monitoring products are also growing rapidly."
The "China Aging Industry Development Report" issued by the National Working Committee on Aging shows that from 2014 to 2050, the consumption scale of my country's elderly population will increase from 4 trillion yuan to about 106 trillion yuan, and the proportion of GDP will increase to 33%. , Becoming the country with the greatest potential in the global aging industry market.
"The biggest requirement of the elderly for products is safety, so products must first be of reliable quality to protect the elderly from harm." Cui Jingxue, director of the China Aging Industry Association and deputy director of the Senior Products Professional Committee, said that there are some mismatches between supply and demand in the current market for elderly products. The problem has failed to meet the needs of elderly consumers for safe, simple and cost-effective products.
Relevant departments should establish and improve the quality standard system for elderly products as soon as possible to provide the elderly with more cost-effective and high-quality products.
Carry out consumption guidance and strengthen market promotion
Recently, Lao Chen, who lives in Gulou District, Fuzhou, has been worried: 10 years after he retired, he suffered from urinary incontinence at night.
To solve this awkward problem, he had to use adult diapers at night.
But for Lao Chen, to complete the first purchase of adult diapers, there are several "passes" to pass, the biggest one is the "psychological pass."
“I always feel uncomfortable when I go to the supermarket to buy diapers. I use my mobile phone to place an order on the e-commerce platform. I buy more at a time. The delivery is fast and the privacy is good.” Old Chen said.
After buying diapers home online, Old Chen quietly put them under the bed.
But soon, when his son Chen Ming was cleaning up his room, he discovered the "secret" hidden by his father under the bed. "Father loves face and doesn't want us to know." Chen Ming said.
"According to our research, the market penetration rate of adult incontinence products in China (the ratio of actual sales to potential demand) does not exceed 5%, while the world average is 12%." Huang Songqin, general manager of Hengan Group’s elderly health division, believes, On the one hand, the health care needs of the elderly are increasingly prominent, on the other hand, consumer psychology and income level have become important factors restricting the elderly to buy diapers.
"As my country enters an aging society, the elderly care market will develop rapidly, and products such as diapers and nursing pads will usher in a period of rapid growth. At present, the penetration rate of adult diapers in my country is very low, and there is huge room for future development." Suning Financial Research Said Fu Yifu, director of the Institute of Consumer Finance Research.
Huang Maoxing, dean of the School of Economics at Fujian Normal University, believes that relevant companies should speed up the development of personalized products that meet the needs of the elderly.
At the same time, it is necessary to carry out consumption guidance and strengthen market promotion.
Increase policy support and improve service levels
At 12 noon on December 23, 2020, located in the "Old Iron Canteen" at the back door of the Neighborhood Center of Railway Ercun Community, Nanzhan Street, Xihu District, Nanchang. The open kitchen is clean and tidy, with menus hanging at the entrance, and several service staff are busy Serve food for diners.
"Today, I have the braised pork that my grandson loves to eat. I will order 2 more dishes, so that the meals of the few people in my family can be solved. It is convenient for you!" Elder Ye Jinhan expertly opened the food box, selected 3 dishes, and used it to recharge. The card paid 20 yuan.
“There are more than 5,000 elderly people over 60 years old in Nantie’s living area, accounting for 30% of the total population. There are 248 elderly people over 80 years old in the Railway Ercun Community alone, many of whom are empty-nest, living alone, and disabled elderly people.” Nanzhan Street According to Liao Xiaobing, secretary of the Party Working Committee, community cadres learned that many elderly people have been troubled by the problem of "difficulty in cooking" for many years, and there are only one or two people in the family.
In August 2020, the street introduced catering companies, provided places for free, and opened a canteen for the elderly, which was warmly welcomed.
Seniors over 60 years old can enjoy a 20% discount on consumption with the card.
At present, the daily reception capacity of the canteen reaches 400 to 500 people, which to a large extent solves the problem of the elderly living alone, empty nests, and limited mobility.
In order to provide precise services to the elderly, the cafeteria also launched a door-to-door meal delivery service.
In November 2020, the State Council issued the "Implementation Plan on Effectively Solving the Difficulties of the Elderly in Using Intelligent Technology" to organize, guide, and facilitate urban and rural community organizations, institutions and various social forces to enter the community and family, and provide assistance for the elderly at home. Requests are made for services such as purchasing daily necessities, food delivery, and housekeeping appointments.
Meituan Waimai's data shows that in the first half of 2020, the number of active users of the platform over the age of 50 increased by about 35% compared with the first half of 2019. More and more middle-aged and elderly people learn to use their mobile phones to order food to meet their needs .
Ele.me is trying to cooperate with government departments, retirement posts, and restaurants for the elderly in many places to develop the "elderly canteen" project. In order to better meet the dining needs of the elderly, Ele.me is cooperating with the Chinese Nutrition Society for a long time. Promote the formulation of "Reference Standards for Elderly Meal Nutrition."
"Meeting the needs of catering can guarantee the basic needs of the elderly at home, and it is also an important focus of the development of the silver economy." Fu Yifu said that all parties concerned should based on the needs of the elderly to upgrade their catering consumption, in policy support, market investment, social promotion, etc. Comprehensive efforts were made to optimize the consumption environment and improve service levels.
Increase market supply and enrich consumer choices (Reporter's Notes)
In the Guofeng Meitang Community, Changping District, Beijing, there are currently about 200 elderly homes equipped with customized smart screens. The elderly only need to call out "Small Smack, Open Wufu Health". The “Fit for the Elderly” function will be “played” intelligently: the “Spiritual Medicine Wisdom” function helps to measure and record the health indicators of the elderly and transmit the information to the doctor synchronously; to play the opera and film and television programs that the elderly love to listen to... , Intelligent products are promising in providing more comprehensive, caring, and direct convenience services for the elderly.
The demand for intelligent products is only one aspect of the basic life needs of the elderly.
The elderly have a wide range of needs in terms of clothing, food, housing, transportation, travel, shopping, medical care, and entertainment.
With the improvement of living standards, the consumption upgrade of the elderly is accelerating: the pursuit of product quality, enjoyment consumption has become a trend; emphasis on experience and in-store services; intelligent and digital products are favored; gradually adapt to online shopping, mobile payment... It seems that the silver hair economic development space is broad.
There is a lot of work to be done to develop the silver economy and release the consumption potential of the elderly.
It is necessary to increase the supply of products in the elderly consumer market based on the consumption preferences and new trends of the elderly, increase efforts to develop household health and medical equipment, intelligent equipment and other products suitable for aging. At the same time, it is necessary to provide for the elderly in basic life such as catering and elderly care. Better and more considerate service.