Old-age products are undoubtedly a sunrise industry, and the market for old-age products is as bright as described by various businesses. However, as an industry without history, every step we take is exploration, which means there is no historical lesson to learn from. Therefore, it is necessary to deeply understand and analyze every detail of the industry in order to open the store well and make the business bigger.

1. Business analysis:

For the old-age products market at this stage, merchants have great discipline and irresponsible hype in propaganda (for a businessman, making money should be more important than making money! It is the irresponsibility of the merchants that makes many friends taste the bitter fruit of the elderly products industry. There are many reasons, but the irresponsibility of merchants should be the most important. To put it bluntly, the elderly products market is a bubble blown out by businesses. The brains of China businessmen are recognized all over the world. They have a strong ability to copy and create, and they can always make money by speculating nihilistic and avant-garde things. For example, when the concept of "nanotechnology" was first put forward in the scientific community, the business community in China started. The natural ending is clear and turbid.

In 2006, I visited two elderly products companies in Beijing. The company arranges the inspection process as follows: reception, product exhibition center, model shop and promotion. These processes are specially arranged by the merchants. The first is a decent reception (giving people a sense of strength and formality). Then there will be a special person to explain the product and calculate the profit of the product (theoretically hypnotize you and arouse your confidence and cognitive desire for the industry). Visit the model shop (intuitively enhance your confidence in the old-age goods store). The most exciting thing should be the promotion of their salesmen (I will omit the content). In short, the seemingly perfect process will make your heart surge and your blood boil. In fact, this is a kind of psychological guidance, which is equivalent to opening a store and doing the market, only to find that what you see is not necessarily true, because you have not thought deeply. So what do we think of the hype of the merchants? This requires friends to polish their eyes and analyze and think hard.

2. Market analysis:

The silver consumption market in urban areas of China is gradually taking shape. At present, the consumption needs of the elderly are mainly in diet, clothing and medical care. Diet plays an important role in the needs of the elderly. Due to the gradual decline of physiological functions, the elderly pay more attention to the nutritional components and health care functions of food than young people to enhance their physical fitness and metabolic ability. Low-sugar, low-cholesterol and low-fat foods are very popular with elderly consumers. In terms of clothing, the old people are no longer satisfied with the single color and monotonous style in the past, and have new requirements and choices for clothing. The style should be not only fashionable, but also stable and colorful. Dresses, sweaters, shoes and hats are not only the "patents" of young and middle-aged women, but also the enthusiastic patrons of the elderly. According to the relevant figures of the relevant departments of the National Bureau of Statistics, the elderly over the age of 65 account for 6.54% of China's total population, ranging from 65438 to 0997, with a total of 80.85 million people. It is estimated that by 2000, the elderly population will account for 7%, and by 2005, the elderly population in China will account for 20.6% of the total population, with a total population of 290 million. Whether there is a market for elderly consumer goods is clearly identifiable, which not only has great potential, but also has a growing trend. If calculated according to a conservative figure, assuming that each elderly person spends an average of 500 yuan every year, the total annual consumption will reach 40 billion yuan. How many enterprises in China can have assets of 40 billion at present? With the development of aging society and the change of consumption concept of the elderly, 40 billion will be far exceeded. Experts believe that with the rapid economic development, the silver consumption market composed of elderly consumers will show the characteristics of large-scale and wide-ranging consumer demand.

I searched the above passage from the internet, which is an analysis of the market by a franchisee. Rational friends can easily see that this report is good and clear at first glance, but every place can't stand our scrutiny. This is purely theoretical misleading.

We don't deny the truth of some figures, but what we are most concerned about is how to implement and implement this industry. In the early days of an industry, it takes considerable efforts and risks to break a successful path, which seems easier for speculators than "doing" ... ..

From the side, the market is just around the corner. The key is who can go ahead and grasp the direction. An immature market can create a group of people who are at the forefront of the industry. Everybody work hard!

3. Shop crowd analysis:

I have come into contact with many friends who want to open a shop or have already opened a shop, most of them are people between the ages of 23 and 35, and these people are very receptive to new things, and their perceptual personality and perceptual way of thinking (at most) have caused an irrational thought and practice of these people, resulting in insufficient immunity to market speculation.

Although this group of people have misunderstandings about the industry, they have many advantages that this industry needs, such as: sensitive people are delicate, have a strong grasp of customer psychology, have unparalleled persuasion and influence, and customers will accept you from the heart. Emotional people are biased towards the former in feelings and money, full of love and sympathy, so they will gain fame and fortune in this special industry of elderly products.

4. Customer analysis:

When we see the figures published by the merchants, we should make a rational analysis of the customer base, and regardless of the authenticity of the published figures, a rural area has cut your customer base by 70%. What is your target customer? Everyone needs to analyze and summarize according to the actual situation of their own city.

The historical background and unbalanced geographical distribution of China make the elderly have different consumption concepts and consciousness. For example, in the developed eastern regions, there are great differences in economy, per capita distribution and consumption concepts. In terms of age, people aged 30-40 have gone through the most difficult time in China. For life, frugality is their theme. These old people's money is not hard to earn, but they can't (if you can sell them something, it must be their necessity, it's time to buy it). So these people are not our main customers.

The old people in the 1940s and 1950s experienced the reform and opening up and the economic development of China. They are in good economic condition and are one of our target customers, but they are cautious about consumption. If they want to take the money out of their pockets, they have to give them what they need.

People in the 50 s and 60 s, strictly speaking, are not old people, but belong to the middle-aged and elderly age group. They have a good economic foundation and avant-garde consumption concept, and are our biggest target customers. However, it should be noted that people of this age group are psychologically unwilling to admit that they have entered the elderly group, so they pay more attention to sales.

After the 1960s, people naturally don't need to use old-age products, but they are a group of customers who have purchasing power and can be cultivated. Nowadays, the trend of society is guided and dominated by these people, and their purchasing power naturally does not need to be considered economically. In addition, most of these people have parents, so they are the biggest buyers in this group.

It should be noted that consumers and users are not necessarily integrated. According to the above customer analysis, we make a table to know who our target customers are:

Utilization rate, purchase rate, population share

Over 70 years old 15 4 36

60-70 years old 39 28 26

50-60 years old 35 32 29

40-50 years old 1 1 23 9

Under 40! 13 !

This picture only refers to articles for the elderly, excluding other products.

5 competition analysis:.

Several problems in the market of articles for the aged;

1. The first problem faced by opening a store-purchasing goods:

First of all, we should think of joining brand stores, which may be the fastest and most worry-free way for us to enter this industry, but what is the status quo of franchisees? After a year's investigation of companies and friends in various franchise stores, the general situation is as follows: franchisees charge a franchise fee ranging from/kloc-0 to-30,000, are allowed to use their registered brands and promise to provide services in terms of technology and sales strategy, and some merchants advertise zero franchise fee, but this is not the case.

Let's talk about zero franchise fee first. It's not that you don't pay the joining fee, but that after you pay the joining fee, the merchant will give you a refund from your delivery amount. This is just a deceptive trick. The merchant promises that the franchisee will return 10% of the delivery amount, that is, for every 10,000 yuan raised in the franchisee, the merchant will return you 1000 yuan. Lies: If you invest 20,000 yuan in the initial fee, you have to take 200,000 yuan to get it back. Moreover, under the condition that the product quality is not guaranteed, the price of the merchant is 2-3 times higher than the market. In this case, the merchant earns our delivery money, not our joining fee. Isn't this a scam?

In all fairness, the merchants can give support in business and sales after taking our joining fee, but during the inspection, we called all our friends who had opened the store to comment on the merchants: "cheating".

In fact, let's go back and say, what do we need merchants to do? In fact, it is the right to purchase goods, trademark rights and technical support. Actually, let's think about it. This industry is in its infancy. For an immature market, trademarks can't bring us anything. Without popularity and reputation, what is the use of trademarks? On the contrary, our efforts have created the growth of commercial brands. Let's talk about the right to purchase goods first. In fact, if you don't join, you can get the goods in the hands of that merchant, and the price is cheaper than joining (if you don't believe me, you can just find a merchant on the Internet to ask for a price list of goods that you don't join, and then call to ask if you want to join, and you will find that the price of joining is higher than that of not joining). Sales strategy support, among all the businesses inspected, none paid a return visit after joining the store, let alone gave support.

In this way, the practical significance of joining seems to be small. We can build our own brand and find a merchant to buy goods, but the price of the merchant is still not the lowest we want (because his investment cost consumes too much profit).

To solve this problem, as a person who also wants to open a shop, we should unite all friends who want to open a shop and form a consortium to purchase goods together to solve the biggest problem in business, product price. As for the joint plan, see below for details.

2. Operational problems:

This problem involves a wide range, but it is related to whether our store can survive. I will break down the problems I can think of:

(1) Cost question: The question is, which products do you support for store fees?

I have asked many friends who want to open a shop. What do you sell in your shop? Can you list which products can bring you profits and support your expenses? Can the priorities of products be distinguished? In fact, this series of problems is necessary for us to investigate. These are the products I copied from the website:

hot product

Clothing category: men's and women's clothing, shoes and hats, convenient life category: toilet chair, walker sleep category: sleep pillow.

Elderly care: wheelchair, nursing bed massager: far-infrared fat-reducing body-building instrument crutch: crutch.

Sporting goods for the elderly: oxygen-wiping bicycles; Educational toys for the elderly: nine rings.

Let's study it carefully, how much is a necessity for the elderly, how much can be bought in pharmacies or shopping malls, and how much can not be bought. In fact, this is also the reason why most shops can't go on. Most goods can be bought in shopping malls, which is equivalent to opening a specialty store but selling big goods. Your goods are sold by others, and you are a franchise store. The price can't be much higher than others, but the operating expenses are much higher than others. Can you give me a reason not to lose money?

(2) Sales problem:

I once worked as a terminal seller of health care products for the elderly for three years. Our theory at that time was that sales power was the first, and as long as there was sales power, tap water could be sold. This theory has been verified in the sales process and has created amazing results. For our industry, the slogan of sales force first is not desirable. Product strength and service first is the real long-term development road, but sales strength is indispensable. Sales are always the core of business. A shop without sales power is equal to a horse-drawn car. How to sell pension products is another problem that everyone has to face. Proper sales methods can get twice the result with half the effort, and you can imagine how much it costs to sell a product.

In sales, we must break down several details:

A. Customer occupancy rate: this is the basis for selling goods when opening a store. No one enters the store, and all efforts are equal to zero. Unlike shopping malls and supermarkets, stores for the elderly sell household necessities. We sell products suitable for the elderly, which are essentially different from those suitable and necessary. Even the supermarket is not popular.

B. Purchase desire: With the repeated commercial baptism of merchants, people's consumption concept is more mature and rational, and the requirements for products, services and services are getting higher and higher. How to arouse customers' desire to buy is to raise sales to a new height, and it is beneficial for merchants to ponder more.

C. purchase: the purchase is an end and a new beginning from the time the customer enters the store to pay, which means repeated purchase and word-of-mouth transmission.

As you may have seen, the whole operation process is a chain, which is interlocking. No matter which link goes wrong, it will affect the overall situation.

3. Choose the store address: It makes sense to look at the websites of major businesses.

4.