Why do the elderly become the "new main force" for consumption in beauty salons?
Lifting and firming, improving skin texture, and promoting collagen production... Huang Wenxiu, secretary general of the Beauty and Other Appliances Subcommittee of the National Household Appliance Standardization Technical Committee, said that the most urgent task is to formulate mandatory safety standards for household beauty appliances as soon as possible. Establish a technical threshold so that the market supervision department can have a basis for spot checks and supervision.
Xinhua News Agency issued Cao Yizuo
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There are currently 260 million elderly people in our country. The country has increased retirement pensions for 10 consecutive years, and the spending power of the elderly has greatly increased.
In recent years, more and more "silver-haired people" have chosen to step out of their homes and enter beauty salons to enjoy the brand-new experience of body conditioning and facial care.
Speaking of beauty care, do you still think this is a patent for young people?
In recent years, with the improvement of the consumption power of the elderly and the change of concepts, their retirement life is no longer stuck to traditions. More and more "silver-haired people" choose to step out of their homes and enter beauty salons to enjoy body conditioning and facial treatment With the brand-new experience, seniors over 60 and 70 have gradually become the new main body of consumption in beauty salons.
Start a new model of retirement and healthy life
Aunt Huang, 65 this year, goes to the beauty salon nearby to "check in" every week. A full set of facial to body care can take up most of her time. Aunt Huang enjoys it. Aunt Huang told reporters: She is in the beauty salon. It has been more than half a year since I applied for a card. I come to relax once a week. I can not only restore my body, but also maintain my skin. I feel relaxed and happy after every treatment.
The 59-year-old Auntie Zhang retired in time to catch up with the birth of her little grandson. Her retirement life was occupied by children, housework and three meals a day. The confident and optimistic Auntie Zhang's face gradually lost its brilliance. Her daughter looked distressed and bought a mask. Skin care products, health care products, but Aunt Zhang looked at the complicated procedures in the instructions and she retreated. "One is not willing to use it. Now cosmetics are so expensive and troublesome. They are almost 60 years old. No matter how much I can’t return to my youth, why bother!"
Aunt Huang told reporters that she didn’t know how to maintain. After she retired, she joined the senior college model team. Seeing that the team members were all bright and full of spirits, she was very envious. “These sisters paid great attention to skin care when they were young. I'm really out of date!" Driven by the sisters, Aunt Huang walked into the beauty salon for the first time last summer. After completing a complete set of treatments, Aunt Huang saw her delicate skin in the mirror. As if regaining her lost youth, she went to the beauty salon to "check in" every week and became a part of her life.
"When I was young, the conditions were not allowed, and later I focused on children and chores. Now I am retired. I think it's worthwhile to spend some time and pension to live for myself!"
Aunt Zhang changed her mind because of her daughter’s filial piety. Her daughter told her that retirement does not mean that her life began to grow old, but the opening of another new life. As a child, she hopes to see her parents live freely and happily in their later years, rather than being Descendants bound.
"At that moment, I understood my daughter's good intentions. We have retirement protection and are healthy. We should live a good life. When we are happy, the children can rest assured!" Aunt Zhang told reporters that she will still help. Taking care of my grandson, the difference is that I will go to the beauty salon every weekend to experience different care items. "The skin has improved, the body is much easier than before, and I feel good every day!" Aunt Zhang said, this attempt, It made her feel that her retirement life could be so colorful.
"Silver-haired people" have become the main force of beauty salon consumption
The 88-year-old Aunt Jiang is a regular customer of beauty salons. She has more than ten years of experience in beauty consumption and she has a deep understanding of beauty. After many trials and comparisons, she finally chose a more professional beauty agency and became a high-quality VIP customer. As the consumer class changes, she obviously feels that she has more and more peers, and she has also made many friends who can talk about her beauty care. This unexpected harvest is an important reason for her insistence on beauty care.
According to Zhang Mei, a beauty therapist at a beauty salon, in recent years, elderly customers have often consulted about beauty projects, and more and more elderly people have joined the card holders. "In our store, 70% of customers are over 60 years old, 70% to 80%. There are also many years old. They are not limited to doing beauty treatments, they also do some head and body treatments.” Zhang Mei, who has worked in the beauty industry for 15 years, said with emotion, “Yi Qianjin beauty salons are mostly rich people, and now they are more and more wealthy. Many working-class and elderly people have become our regular source of customers, and people's consumption concepts have undergone tremendous changes."
The economic conditions of the elderly are limited, and most of the beauty salons are high-consumption places. Will the project fees burden the elderly?
The reporter visited several beauty institutions and learned that beauty salons will launch experience cards every month. The cost ranges from 198 yuan to 999 yuan. The elderly can experience them according to their own needs, and then consider whether they need to apply for a long-term card.
Long-term cards are divided into annual cards, secondary cards and recharge cards. The nursing items are divided into body care and beauty care. The average single care package is less than 3,000 yuan, and the comprehensive package requires 20,000 to 50,000 yuan. Full payment and installment can be used For payment and other payment methods, the space and method of choice for the elderly are relatively free.
Aunt Yang, a retired enterprise employee, has insisted on beauty care for two years. She told reporters that she has a monthly pension of nearly 6,000 yuan, daily expenses of 2,000 yuan is enough, headaches and brain fever, and medical insurance card, every month to take out 1,000 yuan to Beauty salons do care, which is completely within the tolerance range. "Now we advocate'exquisite life'. There are too many steps to take care of at home. I can't remember. But in the beauty salon, you can enjoy the service with peace of mind and do it when conditions permit. A little care is good for the body and mind. The children are very happy to see me in such a healthy posture, and I am also very proud."
Avoid falling into the consumption trap of bad merchants
Aunt Li, a 73-year-old retired doctor, handled a lower-priced package service at the beauty salon. Aunt Li would bring her own lunch to the beauty salon at noon every Friday, and she would be accompanied by a beauty therapist after having lunch before proceeding with the basics. Nursing, for her, coming to a beauty salon to chat is more meaningful than beauty care.
Aunt Li is easy-going and friendly. The young beauty therapist gradually remembered her preferences: she likes drinking black tea, she dislikes sharing hair bands with others, she likes extended head care and so on.
Zhang Mei told reporters that some of the children of elderly customers are not around. They choose such a way to relieve loneliness and restore their health.
As service providers, they are also willing to listen to the voice of the elderly and help them relieve stress and release their body and mind.
Manager Li, the manager of a beauty agency, told reporters that compared with young people’s three-day fishing and two-day surfing, elderly customers are more consistent and persistent. “The elderly who come to beauty salons must have family members in addition to being financially independent. Support and understanding. In addition to conditioning your body, you can also chat with friends and resolve negative emotions when you come here for beauty care. These are all important factors that attract elderly customers to check in on time."
With the increase in the proportion of elderly customers, beauty institutions have simultaneously launched a series of experience programs that are more suitable for elderly customers, and the package price has been appropriately lowered according to the consumption ability of elderly customers.
More and more elderly people entering beauty salons have attracted the attention of sociologists. Relevant sociologists said that in today's society, loneliness is a major problem that plagues elderly people. Elderly people enter beauty salons and enjoy beauty services. Staying at home with the service staff in the process can relieve feelings of loneliness and anxiety, which is beneficial to physical and mental health.
From a social point of view, the aesthetic and consumption concepts of the elderly have also changed. It is precisely because the elderly have money and are willing to spend money to enter the middle and high-end consumer places such as beauty salons. This phenomenon should be affirmed. And appreciated.
It is understood that there are currently 260 million elderly people in our country. The country has increased retirement pensions for 10 consecutive years. The consumption power of the elderly has been greatly enhanced. While guiding and expanding the consumption market for the elderly, we should also remind the elderly to maintain rational judgments. Avoid falling into the consumption "trap" of unscrupulous merchants, so that the elderly can become beautiful and healthy in a safer and benign consumption environment.
Yang Mingqing Zhang Qiang