China's elderly household appliances demand report

Recently, the 10th China Household Appliance Technology Conference was held in Wuxi, Jiangsu.

The Home Appliance Technology Conference is one of the highest-level home appliance industry technology events in the country and continues the trend of the past two years. Energy saving, intelligence, information, and equipment automation are still the main topics. But beyond this, CHEAA reporters also discovered some novel highlights.

Among them, the "research report on China's elderly household appliances" released at the meeting is the first authoritative report on the needs of the elderly household appliances.

The 21st century is an era of aging population. Since 1999, China has entered an aging society. The population of the elderly has been increasing and the aging of the population has become more severe. The trend of aging, aging, and empty nesting will be presented. As the home appliance industry, which is closely related to the lives of the people, the search for elderly household appliances needs and the analysis of the elderly home appliance market have become a "required course" for the industry.

Recently, as entrusted by the China Household Electrical Appliances Association, Aowei Consulting conducted a research project on the needs of the elderly household appliances market and formed a report. The project team studied the changes in the number and structure of elderly people in China and the policy for the elderly in China, analyzed the life form characteristics of the elderly, and investigated the current situation of the elderly using refrigerators, washing machines, televisions, air conditioners, water heaters, and rice cookers. demand.

The report pointed out that in recent years, the population of people over 60 years old in China, both in quantity and in proportion to the total population, is showing a trend of rapid increase. The silver-haired market has great potential, and their demand for and use of household electrical appliances also presents differentiated characteristics.

Although the market for the elderly is huge, most people leave the concept of old-age household appliances, and few businesses develop this market segment.

In recent years, the home appliance market has been in a period of rapid development, but related companies have not conducted an in-depth research and development of various market segments. The perception of the aging industry in the society generally stays at the stage of large investment, high risk, low returns, and strong public welfare. It is difficult for the entire industry to form economies of scale. Most people think that the economic income of the elderly groups is weak and their spending power is low. As a result, older products are slow to renovate and their style is low. High-tech and new products almost abandon this market.

According to the report, in fact, the potential of the elderly home appliance market is huge, and the demand for the elderly home appliance market is entering the fast lane of development.

Han Weiqiang, an analyst at Ovid Consulting's Research Division, said that with the improvement of the retirement system, the income of retired elderly is increasing, and the purchasing power of the elderly is gradually increasing. “Young people cherishing the elderly also give birth to a huge market. In addition, the elderly The people’s own ideas are also changing, shifting from the single savings in the past to improving the quality of life.” Meanwhile, in recent years, the government has issued a number of social guarantee policies for the elderly, and the old-age appliance market will become more and more driven by policies. Big. Han Weiqiang said.

So what are the needs of the elderly household appliances?

Ovid Consulting found that the demand for home appliances for the elderly is mainly reflected in housekeeping (using refrigerators, washing machines, rice cookers, microwave ovens, soya-bean milk makers, etc.), caring for children and grandchildren (heat milk devices, disinfection cabinets, game consoles, etc.), and improvement. Quality of life (air conditioners, fans, bath rooms, massagers, etc.), enrichment of spiritual culture (TVs, VCRs, tape recorders, etc.).

However, the report shows that it is often difficult for current home appliances to meet the aforementioned needs of the elderly.

Taking television products as an example, current television products are moving toward smart, low energy efficiency, large size, etc. However, the demand for televisions by the elderly is still based on smart dimming, low radiation, and simple operation.

According to the survey, 41% of senior citizens have more than two televisions. Nearly half of the elderly watch TV for 4-6 hours every day. However, 27% of elderly people are dissatisfied with existing TV products and mainly focus on the use of remote control. . At the time of the survey, many elderly people reported that the buttons of the TV remote control were too small and the interface was inhuman. If you press the wrong button, you cannot return. You can only turn the camera off and restart.

Some participants indicated that the report started with the influence of macro-environmental trends and combined with the life style of the elderly, eventually discovered the inconveniences of the elderly in using household appliances, provided basis for the development of household appliances with the characteristics of the elderly, and continued to grave in the aging trend. The moment is extremely valuable.