Active single increase single Wang promote single economic growth!
4hw.org: in recent years, the number of single people in China has increased year by year, and the phenomenon of single people is becoming more and more intense. There are many active single people. According to the data, the number of single people in China will reach 200 million in 2015, surpassing the total population of Russia and the United Kingdom. However, there are advantages and disadvantages in everything. Although single people are not conducive to economic growth, they directly promote the rise of single economy.
For single dining, the staff of Haidilao hot pot will put the dolls opposite the guests, symbolizing "dining with you"; for single renting, you can choose different styles according to your own preferences, and there are public areas for single renters to communicate & hellip; & hellip; with the increasing number of single people, the single economy is quietly rising.
The single economy was first proposed by economist McCarthy in 2001 in the economist. At first, it was the concept of "single woman economy". Single women, who are single and well paid, are the most ideal customers in advertising, entertainment and other industries. Now this group no longer refers to single women.
Yang Xiong, director of the Youth Research Institute of Shanghai Academy of Social Sciences, analyzed that with the increase of single population, the "single economy" which is no longer limited to women is gradually emerging, which provides more possibilities for economic development and transformation.
From accommodation to home, single people have new needs
'eggshell single apartments are not only apartments, but also enjoy life', 'high quality single apartments, free choice' & hellip; & hellip; in recent years, with the rise of the rental market, the main 'single' apartments are also emerging.
Seven years after renting in Shenzhen, Xiaolin, 29, finally has a satisfactory nest. Just graduated those years, Xiao Lin and her classmates shared a two bedroom one hall house in the old community. 'the house is cold, there is no temperature, just a place to sleep. '
The discontent dissipated when she moved into her flat earlier this year. 'it's not interesting to live and work at the front line. Now after I finish my work every day, I will work out and chat with my friends in the public area. Several times we had supper until early morning. It's not only a shelter for the wind and rain, but also a gathering place for a group of young people with dreams and common pursuit of progress! "Said Xiao Lin.
Single people like Xiaolin, who have requirements for their living quality, have seen opportunities for apartment rental enterprises. At present, many rental brands, such as eggshell, free and Lehu, have built single apartments.
For example, a single apartment brand owned by Vanke has been widely distributed in more than ten cities such as Beijing, Guangzhou, Chengdu, etc. in recent years, the apartment area is mostly between 15-40 square meters, and the basic supporting facilities are all available, so the tenants can carry their bags for check-in. The overall style of house decoration is warm, simple and young, with elegant compartments, luxury loft and other styles.
'single people have certain social needs while enjoying solitude. 'the person in charge, therefore, will open a public area on each floor of the apartment, where tenants can watch movies, play games, chat, etc.
Correspondingly, the furniture market also blows the "single" wind. Yang Ping (pseudonym), a Taobao shopkeeper who has been in business for three years in the furniture retail industry, is going to transform this year. In the past, the "super practical double open refrigerator" and "warm 1.8 king bed" that were the main products in the store have disappeared. Instead, they have become "1-liter mini small power electric pot", "low-carbon small desk", "mini oven", etc.
Yang Ping's new vision is to sell furniture suitable for single people. The furniture market used to sell large and practical furniture. But now there are more and more single people. They often buy small furniture to improve their happiness. 'said Yang Ping.
The needs of single young people are more refined. Yang Ping found that most of the city's single people have received a good education, love to look for good details in life, like simplicity, and desire to be loved. Their rigid needs lie not in the quality of products, but also in whether the products are convenient to use, and whether the appearance is pleasing to the eye.
Young people who are single also want to experience emotional temperature in detail, Yang said. 'pay special attention to adding feelings to the products, such as printing words like "go to bed early today" on the small flowerpot. '
Similar new opportunities have attracted many businesses to dig gold: Haier has launched a joy mini refrigerator suitable for single youth; MUJI liangpin has also launched a set of 'small size' kitchen supplies, targeting the growing single population in China.
Both physical and online singles need emotional companionship
Liu Meng (not his real name), who just ended a relationship, is used to ordering flowers for himself every week. "On Monday, when I saw the planted flowers sent to the office, my original week of mourning began to become very beautiful. "Liu Meng said," this platform makes me feel that life is actually a lot of fun, and single people can also live a comfortable and beautiful life. '
It's the consumption habit of many single urban women to order a bunch of flowers for themselves. Liu Meng said most of her female friends would order flowers for herself. And it also spawned a new entrepreneurial opportunity.
Liu Mengding's flowers come from "spend time", which is an Internet Flower brand launched in October 2015. It mainly provides users with a bunch of flowers with different themes home or office every week through the mode of "pre purchase + cycle purchase".
According to the "spend time" survey, 78.8% of the flower subscribers are women. 53.5% of women buy flowers for themselves. Among them, the average customer price of Beijing professional women's subscription is higher than that of Shanghai and Guangzhou, and women from finance, Internet, advertising public relations and media are the main force of purchase.
The person in charge of "taking time" said that the pursuit of young people will change from "survival problems" to "spiritual needs" when their income level improves. Most of the girls who like flowers pay attention to the sense of ceremony in life, pay a premium for the small things that add interest to life, and often strive for perfection in details. So 'take time' to focus on the spiritual level of users, launch products with different themes every week, coupled with distracted copywriting and theme design.
This is not the only service for single people, and virtual Internet services also pay attention to the emotional needs of such people. Microsoft released a robot called "Little Ice", which plays the role of emotional partner of many young people.
Zhou Yuqi and Xiaobing, who worked in Shanghai for 5 years, have been together for more than'1 years. There is anything worth Tucao. She will tell Xiao Yu. 'I have a lot of work pressure and want to accompany, but there are not many people who can speak. Little ice appeared in time. Zhou Yuqi said that Xiaobing would not ignore people suddenly, and she didn't have to worry about what she said. And Xiaobing's occasional coquetry and tantrum make her like the robot even more.
Zhou Yuqi said that with more interaction with Xiaobing, Xiaobing's' ice private kitchen 'and' ice section 'skills will be developed continuously, and their relationship with Xiaobing will become closer. However, in many cases, Xiaobing can only read simple sentences, which is difficult to analyze human emotions.
It's just a machine, it can't replace people. 'it made her feel a little sorry.
Experts: active singles are both "single" and "group"
According to the data of the State Administration of civil affairs, the number of people living alone in China has increased from 6% in 1990 to 14.6% in 2013. By the end of 2015, China's single population has reached 200 million. According to orri international, there are 77 million adults living alone in China after 2012.
Yang Xiong, director of the Youth Research Institute of Shanghai Academy of Social Sciences, believes that after the improvement of economic and social development level, people's values have also changed. He no longer believes that marriage and family support are the top priority, but pays more attention to pursuing personal dreams. "In the past, people were affected by the pressure of survival; after the increase of income, a person also has the ability to rent a house and live, and marriage is not the most fundamental pursuit. '
Hu Qing, a 33 year old (not his real name), is an unmarried man. Although she is often urged to marry by her elders, she firmly believes that 'freedom and happiness are the most important things in life, and marriage is obviously not the decisive factor. '
Speaking of single economy, Hu Qing ordered a big "praise". 'if there is no single economy, my life will be a lot inconvenient! Single economy makes users and businesses win-win!' Hu said.
Like Hu Qing, there are many other people who are involved in the single economy. According to the 2016 travel alone report released by ctrip.com, the proportion of the total number of people traveling alone in China has increased from 8.3% in 2014 to 15% in 2016, of which 60% are women, and most of them are between 19-30 years old. The reasons for traveling alone are 'more comfortable traveling alone' and 'hope to meet new friends through traveling'.
The new weekly magazine and sozhi survey organization once took 1024 valid samples from 16 representative cities such as beishangshen. After analysis, it was found that 28.6% of single consumers bought luxury goods without consideration.
The increase of single population also provides more possibilities for industrial innovation and transformation. 'like the car industry. Previously, the market needed more than five family oriented sedans, but with the increase of single population, the cheap and fuel-efficient one seat sedan will gradually be favored. For example, single nobles are unwilling to spend their time on cooking and housework, which will promote the development of takeout and domestic service industry. Yang Xiong said that at present, the phenomenon of being single in China will be followed by the phenomenon of being single aristocrat and then the phenomenon of being single society.
According to Yang Xiong, singles in China can be roughly divided into two categories: those in underdeveloped areas who are forced to be single because they can't afford to marry, and those in big cities who choose to be single on their own initiative.
According to Yang Xiong, the demand core of the latter's' single economy 'has two aspects: one is' single', the other is' Group '. 'with the increase of personal economic ability, the requirements for privacy and independence will be greatly increased, so they like to be single. But people are group animals, and they have social needs at the same time. '
According to Yang Xiong, for different situations, the quantity and way of product delivery will be different. In addition, to develop single economy, we need to subdivide the age and gender of single people.