广场舞跳出千亿市场规模 中国大妈演绎美好新生活
A huge market has been established in China thanks to square dancing, an exercise routine performed to music in squares, plazas, and parks of the country's cities by middle-aged and retired women. It is estimated that 100 million square dancers in the country are creating a 100 billion yuan market. Just go to e-commerce platform Taobao and search for key words like "dancing costume", "boombox", and "portable video player", and hundreds of thousands of items will pop up. These three items, which are closely related with square dancing, are responsible for 25 million yuan of transactions on Taobao each month. Based on a conservative projection, the sales volume of the offline market is thought to be 10 times of that online. Statistics by Chinese e-commerce giant Alibaba show that in the first nine months of 2017 people aged 50 and over purchased an average of 44 items online, spending nearly 5,000 yuan on average. An Amazon report also suggested that consumers over 60 years old took up the highest proportion among the buyers who purchased foreign products with a value of over 5,000 yuan. Though the market is obviously huge, it is not always easy to bring home the bacon. It calls for patience and careful observation to enter the "silver hair" market, because consumers in this age group have a variety of demands. |