Easing the lives of the elderly

Since opening on Dec 23, Shanghai's first specialty store for seniors has seen booming sales, with many elderly visitors praising it for addressing the unmet needs of the senior market.

The 1,200-square-meter Shanghai Modern Aging Store, located in the Putuo district, is an innovative product experience center for seniors and has attracted an influx of elderly visitors, many of whom are armed with newspaper clippings and maps.

The shop achieved a sales turnover of 500,000 yuan ($72,764) in its first month, and a sales turnover of around 950,000 yuan in end of February.

"The current customer flow has far exceeded our expectations, and the enthusiasm among the elderly is high and consistent. Many seniors, even those in their 90s, have traveled from all corners of Shanghai to visit, indicating that demand in the elderly consumer market has always existed but lacked a suitable venue," says Yang Jingling, the store's operations manager.

According to municipal authorities, 37.6 percent of the city's population with a permanent household registration, or hukou, was age 60 or older by the end of 2024.

The store showcases innovative products, including smart assistive devices, senior-friendly home furnishings, functional clothing, and entertainment options for older people. It aims to be a bridge between technology products and the elderly, promoting a safe, comfortable and happy lifestyle.

Curating products from over 500 exhibitors at the annual International Exhibition of Senior Care, Rehabilitation Medicine and Healthcare Shanghai expo, the store provides a permanent experience venue for seniors. The company states that this approach addresses a common problem in the senior economy: children buying products that parents later return because they find them difficult to use.

"We encourage seniors to come experience the products in person to make their own purchasing decisions and explore more possibilities for their later years," says Yang.

Outside the store, seniors can be seen test-driving electric wheelchairs and familiarizing themselves with the controls and brake performance. Model rooms offer real-life displays of bathroom, bedroom and balcony renovations, allowing seniors to experience features such as a lift toilet that reduces knee strain.

The smart products section breaks down barriers between seniors and technology. This section sells exoskeleton robots in basic and advanced models, suitable for those with both balanced and unbalanced muscle strength. Staff members assist with on-site adjustments, allowing seniors to experience enhanced mobility firsthand. Some seniors try on the exoskeleton robot on-site, and share pictures and videos with friends and family.

"Online sales of exoskeleton robots have high return rates because seniors often struggle with wearing them or using the app. Our staff provides hands-on guidance, effectively alleviating customer anxiety," says Song Xiaobo, project manager at Shanghai Aging Industry Development Co, the annual international exhibition's operating team.

Lin Lan, 75, found the adjustable bed and massage chair she had long been searching for in the shop, but did not purchase them. Instead, she bought a pair of down pants she had wanted last winter but had failed to find in department stores. She was directed to online shops that only offered youthful styles.