In the era of smart home appliances, the elderly "can't play"? JD.com introduces standards for electrical appliances suitable for the elderly
In recent years, with consumption upgrades, the consumption concept of the elderly in my country has undergone major changes, and is transforming from the previous saving-based type to the life-improving type. According to statistics, only in urban empty-nest elderly families, the annual demand for elderly household appliances exceeds 60 billion.
However, in the era of intelligence, the increasingly fashionable designs and diversified operations of household appliances often pay more attention to the needs of young people, leaving the elderly at a loss.
In response to this pain point in the industry, JD Home Appliances, together with authoritative organizations such as China Standard Technology Group, China National Institute of Standardization, Zhongbiao Energy Efficiency Technology (Beijing) Co., Ltd., as well as well-known home appliance brands such as Boss and Midea, jointly released the elderly-friendly Electrical standards. JD Home Appliances separates products suitable for the elderly to create new categories of home appliances, providing elderly consumers with high-quality products and comprehensive, refined and customized product services.
2.4There is a huge market for 100 million elderly people
Relevant data show that as of the end of 2017, my country's elderly population (over 60 years old) has reached 241 million, accounting for 17.3% of the country's total population. Population aging has become a social development phenomenon of great concern at present. On the other hand, in 2010, the total pension of the elderly in my country reached 838.3 billion yuan, and by 2020 it will reach 2,814.5 billion yuan. The consumption power of the elderly continues to increase, and the empty nest rate has continued to rise in recent years, so that people born after the 1950s will have more spending power than young people after the age of 65. Statistics show that the current market demand for elderly products and services in my country is 600 billion yuan per year, but the products and services provided for the elderly are less than 100 billion yuan, and the market is huge.
Taking home appliances as an example, the main housework activities that the elderly are usually engaged in at home include "cooking", "cleaning the house", "washing clothes", and "watching TV". Therefore, among the elderly population, the electrical appliances that are used more frequently include TVs, refrigerators, washing machines, and air conditioners are also used relatively frequently. At the same time, as they get older, their physical fitness and agility decline. 45% of the elderly said that some housework has become difficult, and it can help the elderly Small household appliances that reduce housework for people also have considerable market potential.
However, although many merchants have seen business opportunities and launched related products for the elderly, most of them simply think that enlarged characters, louder voices, and reduced functions are in line with the usage habits of the elderly. Such a simple and crude thinking and cognition has also caused a chaotic situation in the elderly home appliance consumer market that is mixed and needs to be standardized.
"China is entering an aging society, and the elderly market is pregnant with huge business opportunities. However, most of the so-called electrical products developed for the elderly on the market are still in the superficial stage of enlarging the button font and reducing the number of smart functions. In fact, the elderly group has already It is no longer an image of being old, and many elderly people maintain enthusiasm and curiosity for all kinds of new things." Liu Jun, president of JD.com's home appliance division, said, "How to meet their real needs is a question worth studying. Topics. For example, TV manufacturers need to study the color perception preferences of the elderly, and refrigerator manufacturers need to study the different effects of physiological changes and functional decline of the elderly, so as to truly launch home appliances suitable for the elderly.”
How to do the old electrical appliances?
Yan Xiaobing, senior vice president of JD.com and president of JD.com’s electronic entertainment business group, once said that in the era of unbounded retail, the “connection between people and enterprises” will eliminate the separation of roles, and form a unity of supply and demand and a collaborative and shared future between home appliance manufacturers and consumers. created relationship. As long as users go to JD.com, they will be able to buy home appliances and corresponding services that fully meet their requirements.
The formulation and release of the "Standards for Electrical Appliances for the Elderly" is a typical case of JD Home Appliances empowering manufacturers and industries in the era of unbounded retail. For home appliance manufacturers, the "Standards for Elderly Appliances" is tantamount to a "passport" to develop the blue ocean market for elderly appliances.
This set of standards is a collaboration between JD.com and China National Institute of Standardization and other national authorities. With JD.com's platform advantages combined with the professionalism of the authority, based on JD.com's advanced AI algorithm and user big data integration, it accurately captures the consumption of home appliances by elderly consumers. In order to meet various universal needs in use and use, scientific, rigorous and executable electrical enterprise standards suitable for the elderly have been formulated.
This standard puts forward corresponding design requirements for different home appliances such as TVs, refrigerators, washing machines, smoke stoves, and air conditioners. When purchasing, you can clearly know at a glance which home appliance product is more suitable for the elderly.
For example, through big data analysis on JD.com, 63% elderly people prefer refrigerators with double doors and hidden handles, mainly because of saving space. 67% elderly people prefer refrigerators with no pattern on the surface, and 61% elderly people prefer stainless steel materials. The height of the elderly is generally low, and the height of hand lifting, arm span, and squatting height are limited. Therefore, the design of the refrigerator should not only consider the clear and easy-to-operate operation interface, but also the height and depth of the size. Need to consider. On the other hand, the elderly like to rush to buy daily and stock up in winter, and it is generally agreed that a large freeze is needed. Elderly people generally have chronic diseases such as high blood pressure and diabetes, and their memory declines and they are easy to forget. Therefore, the division of the internal area of the refrigerator should be obvious and easy to access. Prepare a storage area for special items for them, and cooperate with the external use derivatives of the refrigerator to help them record the shelf life of food, daily records, etc., pay attention to the details of their life, and make the refrigerator a food storage for the elderly. A good butler, reasonably classifying and keeping all kinds of food.
The same is true for TV. Through big data analysis, JD.com found that most elderly people prefer documentary programs, news, and real-time reports. They also like fitness and health care programs, as well as related advertising programs. Therefore, TVs suitable for the elderly must not only have a clear screen and a loud enough volume, but also have built-in program storage that allows the elderly to learn common sense of life and health care methods. Jingdong Big Data also found that the average width of the abdomen of the elderly is 12mm. With the increase of age, the dexterity of the fingers of the elderly is also decreasing. The remote control buttons should not be too small. Icons are sized to make them easier to use. The button function setting should be simple and easy to understand, and it should be able to store the program channels that the elderly often watch every day with one button. As for some infrequently used functions, the fewer the better. In addition, many elderly people hope to have simple and quick video calls with their children and grandchildren through the TV. Therefore, it is also very important to have appropriate additional functions so that the elderly can communicate with their children at any time, or spend entertainment time with their old neighbors.
All of these have become the specific rules of the electrical standards for the elderly. Liu Jun said, "JD.com wants to make every product with the certification mark suitable for the elderly a "special" home appliance for the elderly. The healthy development of the emerging market of electrical appliances. In the era of unbounded retail, it will become a comprehensive enabler of the home appliance industry."
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