Yamashita and Welfan Target Eldercare Market in China with Plan for 100 Stores by 2030
Japanese nursing-care firms Yamashita and Welfan plan a 100-store network in China by 2030 to tap the growing eldercare market and ageing consumer demand.
SHANGHAI/SHIZUOKA — Two Japanese nursing-care specialists, Yamashita and Welfan, announced plans to expand into China with a target of 100 retail outlets by 2030. The move is aimed at capitalizing on the eldercare market in China as the country’s population aged 60 and older topped 323 million last year and is projected to exceed 400 million around 2035. Company representatives said the strategy focuses on consumer-facing stores selling mobility, footwear and daily-care products tailored to older adults.
Yamashita and Welfan Plan Store Rollout by 2030
Yamashita, known for senior footwear and mobility aids, and Welfan, a specialist in nursing-care supplies, outlined an ambitious expansion timeline that would see rapid store openings across major Chinese cities. The companies said they will combine direct retail with partnerships to accelerate presence and reduce lead time for site launches.
Executives described a phased approach beginning with flagship stores in metropolitan areas to establish brand recognition before moving into regional cities and suburban districts. The plan anticipates a mix of wholly owned shops and franchised outlets to reach a broad cross-section of older consumers.
Demographics Driving Demand for Eldercare Products
China’s demographic shift is the central rationale behind the expansion, with the number of citizens aged 60 and older rising sharply over the past decade. That cohort’s growth has driven higher demand for products that support mobility, comfort and independence, from specially designed footwear to in-home assistive devices.
Industry observers say increased life expectancy and changing family structures are reshaping consumption patterns among older adults, who are increasingly willing to spend on products that maintain quality of life. The surge in the elder population presents a long-term market opportunity for firms that can combine clinical functionality with consumer-friendly design.
Product Focus: Footwear, Mobility Aids and Everyday Care
The two companies plan to emphasize products that address common senior needs, including non-slip supportive shoes, cushioning insoles and lightweight mobility aids. Yamashita’s footwear, developed for foot health and balance, will be marketed alongside Welfan’s range of daily-care items such as dressing aids and ergonomic seating solutions.
Retail outlets are expected to offer in-store fittings, consultation services and demonstrations to help older shoppers choose appropriate products. That customer-service approach aims to reduce purchase hesitation and build loyalty among an age group that values hands-on assistance.
Local Strategy and Store Locations Across China
Initial launches will target higher-density urban markets where affluent older consumers and family caregivers are concentrated, with Shanghai and other first-tier cities likely early stops. The companies plan to use localized merchandising and staff training to address regional differences in preferences and medical needs.
Partnerships with Chinese retailers and care-service providers are being explored to speed market entry and tap existing distribution networks. Officials said they will prioritize locations near community centers, hospitals and senior living facilities to maximize convenience for target customers.
Competitive and Regulatory Considerations
The entry of Japanese nursing-care brands into China positions them against both domestic manufacturers and other international suppliers vying for a share of the eldercare market. Competition is expected to intensify across product categories, from basic mobility aids to higher-margin specialty footwear.
Regulatory compliance and certification will be key as the companies adapt products and labeling to Chinese standards. The firms noted they will work with local authorities and partners to meet import, safety and medical-device requirements, while monitoring evolving rules that affect sales and distribution.
Business Model and Financial Outlook
Yamashita and Welfan anticipate initial investment in retail infrastructure, staff training and marketing, with profitability hinging on scale and repeat purchases from an ageing customer base. The firms plan to combine product sales with service offerings to boost lifetime value, including after-sales fittings and replacement programs.
Executives project that establishing 100 stores by 2030 will create visible brand footprints and generate steady revenue streams as consumer awareness grows. They emphasized that measured expansion and local partnerships will help manage costs and adapt to regional market conditions.
As China’s eldercare market continues to expand, Yamashita and Welfan are positioning themselves to meet rising demand for products that blend medical utility with everyday usability. Their emphasis on retail presence, localized service and product adaptation reflects a broader trend of foreign care brands seeking deeper engagement with ageing Chinese consumers.
