Consumption characteristics of single families
Consumption characteristics of single families, now people choose to single more and more people, so many are belonging to a single family, which has become a common social phenomenon, so the consumption will be different, the following share the consumption characteristics of single families.
From the perspective of consumer behavior, what are the characteristics of the single group consumption?
Focus on convenience, the pursuit of quality, fun, please yourself, and overconsumption are the main characteristics of the current "single economy":
First, pay special attention to the convenience of consumption, especially in the era of the Internet, the Internet's technological thinking and the scene makes the consumption more and more easy.
First, it is especially focused on convenient consumption, especially in the Internet era, where technological thinking and scenarios make consumption increasingly easy.
Second, the pursuit of quality and extreme, pay attention to the style and taste of life.
Third, show-off type of consumer behavior, and the characteristics are more obvious. This group tends to have a strong self-psychological implication and unique personality highlights in the consumption process.
Fourth, the "pleasure" consumption, consumers in the process of consumption, pay special attention to make themselves happy, have a strong self-personality, as well as for the quality of life of independent advocacy.
Fifth, single people themselves in the process of consumption, the fun of the mind, the demand is very obvious, so it is summarized as interesting consumption.
Finally, the consumption of the single group shows obvious characteristics of over-consumption, that is, high consumption tendency and low willingness to save in parallel.
Recently, it was reported that with the increasing number of single people, China's "single economy" is on the rise, from food, clothing, housing and transportation to leisure, entertainment and socializing, a complete "single industry chain" is gradually emerging.
According to Workers' Daily, there are now more than 200 million single people in China, and they are leading a consumer force that cannot be ignored, with per capita consumption of 1,000 yuan, which is 200 billion yuan per year.
The proportion of men in China's single population is significantly higher than that of women. A bit of information released in August last year, "when the single meets the dog" big data report shows that the proportion of men in the single family is as high as 73.4%, women accounted for 26.6%, from the geographical distribution of the largest number of singles is Shanghai, followed by Fujian, Anhui, Jiangsu and Zhejiang.
The consumption potential of this part of the population can not be underestimated. Zhenai network research in 2016 shows that more than 50% of the singles have an average monthly disposable income of 3,000 yuan to 5,000 yuan, nearly 30% of the singles have an average monthly disposable income of 5,000 yuan to 8,000 yuan, and the average monthly disposable income of more than 8,000 yuan accounted for 10%, and in the group of people with an average disposable income of more than 8,000 yuan per month, the share of single women is higher than that of single men.
Focus on self and improve quality of life
The Xinhua News Agency analyzed yesterday that the current single group has culture and economic strength, compared to married people, they are keen to consume and look down on savings, and they have a strong sense of self-awareness, and because they don't have more family responsibilities, the single people are more inclined to focus on themselves and improve the quality of their lives.
They are more likely to focus on themselves and improve their quality of life.
Their consumer demand has fueled the "singles economy" and changed the traditional economic model to a great extent. A few years ago, the enterprise marketing approach is more to use the "second half-price," "more than one person with a single free" and other activities, but now everywhere on the market single package, self-service bar, self-service fitness barn, etc., the major shopping sites have also begun to appear on the small rice cooker, Oven and kettle, mini fridge and other mini products, these products are no longer advertised as "home", "special family packages", but rather "single essentials" The main advertising slogan of these products is no longer "home", "special family", but "single necessary", "the choice of single".
Many food, travel, home and other lifestyle websites and self-media accounts, there are more and more similar to the "one person food restaurant", "travel alone good place", "the perfect build single apartment "The newest addition to the list is the newest addition to the list, which is the newest addition to the list, which is the newest addition to the list, which is the newest addition to the list.
The takeaway industry has benefited a lot
The takeaway industry, on the other hand, is a clear beneficiary of the singles economy. Takeaway company Meituan gets 65% of its orders from single customers. Meituan believes this has to do with the fact that Chinese food takes so much time and effort to prepare, and singles don't want to invest too much time.
In addition, apartments designed for singles . Apartments have also emerged gradually in recent years and have been welcomed by the market. This kind of single apartment takes into account the various needs of single people's life, can be moved in with a handbag, and strengthened social functions, can be with other single people to leisure, chat, fitness and so on.
The entertainment and socialization industry is also full of business opportunities. In October last year, LeSingle MAX1, China's first new category of smart hardware targeted at the "family entertainment center for singles," was released, and the product uses artificial intelligence as a technology platform to integrate social networking, gaming, and video on the same platform, allowing for more possibilities for personal entertainment.
However, there are also concerns about the arrival of the "single economy". Yu Weihua, an associate professor at Xi'an Jiaotong University's Golden Harvest Economic Research Center, said that fertility is an important part of social wealth, and that the singles' economy will have a negative impact on China's future society and economy, and that the state should pay attention to this phenomenon and introduce relevant policies to make new arrangements for the children's household accounts and social security of single mothers.
Consumption Characteristics of Single Households3Nowadays, more and more people choose to be single, which has become a common social phenomenon, according to the data of China Statistical Yearbook 2017, the scale of China's single population has reached 240 million in 2016, a number that exceeds the total population of Russia and the United Kingdom combined. Along with the increase in the number of single people, the "single economy" is also getting bigger and bigger. So what are the characteristics of the consumption of these singles? Suning Financial Research Institute researcher Fu Yifu summarized the consumption portrait of the single people.
The consumption structure of singles is different from that of traditional families. Overall, the tendency of singles to save is lower than that of non-singles, while their tendency to consume is much higher than that of non-singles. Singles are mainly concentrated among white-collar workers and middle-class people, who are materially endowed with stronger consumption ability, in addition to their weaker spiritual consumption concerns.
Italy has done a survey of the average household consumption, an average Italian family of 2 to 5 people, the average monthly consumption of food and drink per person is 187 euros, while single people can reach 320 euros per month, 71% more.
In summary, there are three distinctive features in the consumption of the single population:
First, the consumption of leisure. A major characteristic of the single group is that they have more disposable time, and they are more willing to spend their time on consumption that meets their leisure needs, especially entertainment consumption and food consumption. On the one hand, they will spend a lot of time on the network to meet the needs of leisure, socialization, shopping, the most typical entertainment activities are online games, according to the data provided by Stranger, in the more active online game players, about 75% of them are "single people".
On the other hand, single people tend to have relatively irregular work and rest schedules, which leads to their low frequency of eating, more spontaneous timing, and a preference for eating anywhere and anytime, especially for casual snacks. In the ranking of the single group, they are more important to the taste of the food, followed by fun and price, and health comes last.
Secondly, they are keen on online socializing. Single groups also need the company and care of friends, and subjectively they are also motivated to find a way to "get rid of singles". On the one hand, single people are often active through various types of social media network, interactive social networking, communication frequency, expanding the exchange group; on the other hand, they are also through the fitness, tonic and other ways to enhance the social charisma.
Third, the pursuit of personalization. From the consumer structure, the post-80s and post-90s are gradually becoming the main force of consumption, which includes a large number of single people of marriageable age. Compared to the married population, the consumer behavior of the single people is more emotional, and the price sensitivity is relatively low.