JD MALL Aging-friendly Zone is launched: Sales of accessible sanitary ware products increased by 200% year-on-year
With the acceleration of an aging society, the demand for aging-friendly products has surged. JD MALL recently announced the launch of the aging-friendly zone, focusing on launching barrier-free sanitary ware products. Data shows that after the launch of the zone, sales of related products increased by 200% year-on-year, becoming a highlight of the recent consumer market.
1. Background for the launch of the aging-friendly zone
According to data from the National Bureau of Statistics, as of 2023, the proportion of the population over 60 in my country has reached 19.8%, and the trend of aging is obvious. At the same time, the elderly consumer market has huge potential, especially the demand for aging-friendly home products. JD MALL has keenly captured this trend and officially launched an aging-friendly zone in early October, covering multiple categories such as bathrooms, furniture, and home appliances. Among them, barrier-free sanitary ware products have become the most popular sub-category.
| Category | Sales increased year-on-year | Popular items |
|---|---|---|
| Accessible bathroom | 200% | Anti-slip handrails, lifting toilet |
| Old-friendly furniture | 150% | Electric care bed, sofa |
| Smart health equipment | 120% | Blood pressure instrument, fall alarm |
2. Why are barrier-free bathroom products popular?
The hot sale of barrier-free bathroom products is no accident. On the one hand, the elderly’s demand for home safety is increasing, and anti-slip and anti-fall have become a necessity; on the other hand, the policy of aging-friendly transformation has been gradually implemented, promoting the upgrading of family consumption. According to JD MALL data, sales of products such as anti-slip handrails, lift toilets, and roll-in shower rooms rank among the top three, among which the sales of anti-slip handrails exceeded 10,000 pieces in a single week.
In addition, the design of aging-friendly products is also more user-friendly. For example, the "one-click lifting toilet" launched by a certain brand can adjust the height by remote control, solving the pain points of the elderly's inconvenience to use the toilet, and quickly became a hot product after it was launched.
3. Consumer portraits and regional distribution
From the perspective of purchasers, the post-80s and post-90s have become the main consumer groups of aging-friendly products, accounting for more than 60%. Most of this group of people are only children and are preparing for aging-friendly transformation for their parents. From the perspective of regional distribution, first-tier cities and new first-tier cities account for the highest proportion of consumption, but the growth rate of third- and fourth-tier cities is significant, reflecting that the concept of aging is penetrating into the sinking market.
| Age group | Consumption proportion | Purchase motivation |
|---|---|---|
| Post-80s | 45% | Purchase for parents |
| Post-90s | 35% | Preventive consumption |
| After 70 and above | 20% | Self-use requirements |
4. Industry trends and future prospects
The outbreak of the aging-friendly product market is only the beginning. Industry experts predict that in the next five years, the scale of China's aging-friendly industry will exceed one trillion yuan. JD MALL said it will continue to optimize the aging-friendly zone and introduce more intelligent and personalized products, such as AI health monitoring equipment, aging-friendly kitchen utensils, etc.
At the same time, the policy level is also increasing support. Many places have introduced subsidy policies for the aging-friendly renovation to encourage families to carry out aging-friendly renovations. JD MALL plans to cooperate with local governments to launch a "aging-friendly transformation package" to further lower the consumption threshold.
Conclusion
The successful launch of JD MALL Aging-friendly Zone not only meets the consumption needs of the elderly, but also provides the industry with a replicable business model. With the deepening of the aging society, aging-friendly products will become an important growth point in the home furnishing market, and JD MALL's exploration has undoubtedly set a benchmark for the industry.
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