With China’s economic and social development, especially the improvement of medical care standards, China’s aging population is increasing and the elderly consumer group is expanding. A serious study of the elder consumer market, the market positioning of the shoe making enterprises and a reasonable marketing strategy have great significance.

At present, China’s elderly population aged over 60 is 144 million people, accounting for 11.03% of the total population. The population of elderly grows much faster than previous years. National Ageing Committee forecasts that by 2030, China will usher in the peak of aging population. The traditional concept usually thinks that the elderly are often marginalized group of society. Hundreds of millions of elderly Chinese consumer market is the inevitable opportunities and trends in the future.

The current sizes, purchasing power, consumption tendency of China’s elderly population show that the demand for elder shoes is huge and have a big broad market potential. China has 150 million elderly people. If every elder buy 2 pairs of shoes per year, there are nearly 3 million pairs of shoes market per year. By 2040, 400 million elderly people will have a market of 800 million pairs of shoes. It shows that the aging population will bring enormous business opportunities to shoe market.

The status of elderly shoes market is becoming increasingly large, but the shoes market development is not satisfactory. There are mainly the following two reasons.

First, the elder shoes do not get attention from manufacturers. Manufacturers of product development for the elderly are not active. The main businesses of the old shoes are not many. In most cities there are no specialty stores of elder shoes. Elder shoes are often mixed in the general store for sale. Therefore, the domestic elder shoes market is still in the early childhood. There are no specific target markets and positioning and the product structure is single.

Second, we should combine practice, improve quality and differentiate pricing to guide consumption. With the improvement of economic development and consumption level, the needs of elder persons for shoes are gradually changing. Traditionally shoes are to meet the basic functions of preventing cold. Now it is developing to the new trend pursuing quality, environmental protection and healthy.

Shoe making business and marketing enterprises should divide market segments based on elder people’s concepts of consumption. They should introduce corresponding products for different types of older consumer groups. With the increasing population of elder people who want to enjoy life and pursue the concept of quality life, high end elder shoes of fine workmanship, fashionable taste and environmental health will gradually have a large market prospects.

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