Today, many developed countries have entered an aging society. According to statistics, China’s current aging trend is already quite obvious. It will enter an aging society in 2020. As the closest family members to our family, many elderly people are often left out because of their children. Can only complete daily household chores, laundry and cooking, etc. Home appliances occupy a large proportion of their lives. But as home appliances begin to become fashionable today, the direction of intelligence has evolved, and home appliances that have operated less often take care of young people. People's use needs, adding extra operations and functions, but let older people do not know how to use.
In response to the user’s pain points, Jingdong Home Appliances Co., Ltd., China National Standards Technology Group, China National Institute of Standardization, China National Standardization Research Institute (Beijing) Co., Ltd. and other authoritative organizations, as well as the owner, Midea, and other well-known home appliance brands, officially released on April 2. Old Electrical Appliances Standards. At the press conference, Liu Jun, President of Appliances Division of Jingdong Mall, announced at the scene that Jingdong Appliances will separate old and appropriate products to create new categories of home appliances to create the highest quality for the elderly consumers. Home appliances. Through comprehensive, refined, customized products and services to meet the core needs of the elderly.
Entering an aging society by 2020
According to relevant statistics, as of the end of last year, the number of elderly people in China reached 241 million, accounting for 17.3% of the country's total population. This data indicates that China has begun to advance to an aging society. With the increase in the number of elderly people, the retirement age of the elderly It is also continuously improving. It is expected to reach 2.8145 trillion yuan in 2020, and the spending power of the elderly is also rising. According to statistical data, the current market demand for geriatric supplies and services in China is 600 billion yuan a year, but the current market is still not satisfied. 17% of the elderly needs, the market still has a huge amount of money.
For example, home appliances, the main household activities that elderly people perform in their daily lives include laundry, cooking, indoor cleaning, watching TV, etc. It can be said that household appliances often used by the elderly include washing machines, refrigerators, televisions, etc. The lack of physical strength of the elderly, some of the small household appliances instead of the educational administration also received the welcome of the elderly.
Although there are huge business opportunities in the elderly market, and some manufacturers have also introduced elderly products, 'aging' is only at the most basic level. For example, fonts are enlarged, sounds are amplified, and functions are reduced to titles of older people. Simple and crude cognition, the elderly household appliances consumer market mixed, due to the imperfect standard system, the market is very chaotic.
'China is entering an aging society, and the old market has given birth to huge business opportunities. However, the so-called electric products developed for the elderly in the market are mostly stuck with the increase in the number of keystrokes and the reduction in the number of smart functions. This is actually the old age group. Not the image of the elderly, many elderly people are enthusiastic and curious about all kinds of new things. ' Liu Jun said, 'How to meet their real needs is a topic worth studying. Such as television manufacturers It is necessary to study the perception of color perception of elderly people. Ice-wash manufacturers need to study the physiological changes of the elderly and the different effects brought about by the decline of function. Only in this way can household appliances suitable for the elderly be truly introduced.
'People's enterprises have no room' to create suitable old appliances 'exclusive' attribute
Yan Xiaobing, senior vice president of JD.com, and president of the e-entertainment business group of JD.com, once stated that in the era of unrestricted retailing, the 'people-to-business-to-business status' will eliminate the separation of roles and create a supply-demand-to-demand relationship between home appliance manufacturers and consumers. The relationship between users. As long as the user goes to Jingdong, they will surely be able to buy home appliances that meet their own requirements and corresponding services.
The formulation and publication of the “appropriate old appliance standard” is a representative example of JD.com’s home appliance empowering manufacturers and industries in today’s open-end retail era. For home appliance manufacturers, the “appropriate old appliance standard” is just opening. The blue home appliance market in the blue sea.
This set of standards is produced by Jingdong and China National Institute of Standardization and other national authoritative organizations. Based on the platform advantages of operations and the professionalism of authoritative organizations, it integrates the advanced AI algorithm and user data based on JD.com to consume the elderly consumers in home appliances. The trend and usage habits and other data are used for precise positioning to formulate scientific, rigorous and best-suited electric appliance standards for the elderly. The “Old Electrical Appliance Standards” focuses on televisions, refrigerators, washing machines, smoke ovens, and air conditioners, etc. The home appliance products, and put forward the corresponding requirements in the design, only the products that meet this standard can be awarded the certification mark of the old appliances in the JD.com platform. In this way, when purchasing the electrical appliances on JD.com platform, you can see which one. Appliances are quality products that are tailored for the elderly. Avoiding the purchase of older households is not suitable for everyday use.
Taking the refrigerator as an example, JD.com concluded through analysis of big data that 63% of seniors like to open the door, and the refrigerator with dark handles is mainly advantageous in terms of space saving. 67% of the elderly prefer to have no pattern on the surface. The refrigerator, and 61% of the elderly prefer stainless steel materials. Due to the lower height of the elderly, the height of the arms, the arm span and the height of the legs are limited, so the old refrigerator should not only take into account the difficulty of the interface design. The height and depth of the dimension also need attention. At the same time, the door opening method, angle, and close feedback need to be considered as well.
Some elderly people are keen on daily buying and hoarding of ingredients in winter. At this time, the need for freezing is also high. Because of high blood pressure, chronic diseases such as diabetes have a higher incidence in the elderly. Older people often forget food due to memory loss. According to these characteristics, the refrigerator is easier and easier to use when dividing the interior area. There are also storage areas for special items. In order to facilitate the management of the elderly, the refrigerator records the shelf life of the ingredients, daily records, etc., and pays attention to the details of the life of the elderly. , Let the refrigerator become the steward of the elderly food storage, reasonable storage of various types of food.
Similarly, for TVs used by the elderly, JD.com analyzed through big data and found that the current programs that the elderly prefer include documentary, news, real-time reporting, etc. Of course, programs such as fitness, health, and related advertising programs are also included. When adapting to the elderly, not only the screen should be clearer and the volume should be increased. At the same time, it is also necessary to store programs favored by the elderly. Through Jingdong Big Data, we can also find that the average width of the hands of the elderly is 12mm, and as the age increases, The flexibility of the elderly's fingers is also declining. Therefore, when designing remote control buttons, the operating buttons must not be too small. Instead, they should be designed according to the width of the elderly's fingers to facilitate their use. Of course, the functions of the buttons are also easy to understand. , Many older people had previously complained that too many television features will not be used. In addition, many elderly people want to make simple video calls with their families through television. Under such demand, appropriate additional features allow the elderly to communicate with their children. More 'zero distance'.
Many of the above-mentioned rules are part of the “Old Electrical Appliance Standards.” In the face of the upcoming era of unbounded retailing, JD.com’s home appliances hope to promote the adoption of standards for old electrical appliances, not only for older consumers but also for you to understand. You're in a warm feeling. ' Liu Jun said, 'Jingdong will also allow each type of old appliances to have the certification mark of the goods become the elderly's 'special for' appliances, but also through the China Institute of Standardization and suppliers The partners' sincere cooperation promotes the healthy development of the elderly appliance industry in this emerging market. In the era of unbounded retailers, it has become an all-round integrator in the home appliance industry. It is co-constructed with all partners to build a new giant diving market for home appliance consumption. !'
