If Japanese economists carefully examine and analyze the current phenomenon in Japan, they will immediately understand that today's Japanese economic problems cannot be solved by American-style economic policies. Therefore, Japanese politicians and economists have not done enough research on microeconomics, in other words, they have not done enough research on the current consumption psychology and reality of Japanese young people.
according to the survey results of Japan's national conditions in 216, there are 51.84 million families in Japan, including 16.79 million single families, accounting for 32.4%, and 14.44 million families with couples and children, accounting for 27.9%. Obviously, single families account for the majority. Taking 216 as the node, the proportion of families living in Japan by one person began to reach the highest level in history. The main reason is that more and more people don't get married and get married late, and the number of divorced families and families with dead partners is also increasing. More and more young people feel scared when they hear the word "marriage", and more and more young people in Japan feel that it is not necessary to marry the opposite sex.
In addition, another reason for the increase in the proportion of unmarried and late-married people is that more and more women don't want to interrupt their careers because of having children. According to the data disclosed by the Japanese government in 218, the average age of first marriage in Japan is 31.1 years for men and 29.4 years for women, and the trend of late marriage is still increasing significantly year by year. In 22, the lifetime unmarried rate in Japan will be 25.7% for men and 16.4% for women. In 198, the average age of marriage was 27.8 for men and 25.2 for women, and the lifetime unmarried rate was below 5%. In just a few decades, the first marriage age of Japanese men and women has been delayed by 3.3 years and 4.3 years, and the lifelong unmarried rate has skyrocketed with the naked eye.
At the same time, there is a more obvious change among middle-aged and elderly people, especially women. More and more people choose to divorce and live alone. Many of them think that they have been working at home like nannies. Therefore, when their husbands have no salary after retirement, although they will go through a period of careful consideration, they still want to divorce as soon as possible, complete the division of savings, pensions and annuities, and then begin to enjoy a single life. And those women who are not divorced will eventually live alone, because the average life expectancy of Japanese women is usually higher than that of men.
Even Japanese food programs no longer teach viewers to cook food for four or five people as before. They began to change their tune, for example, they said four times instead of four. More and more people live alone, and the influence of this phenomenon is also reflected in every corner of society. Family restaurants are the most affected. At first, the family restaurant was designed for a family to enjoy a relaxing dinner on weekends, but now the situation that the whole family joins the battle is greatly reduced. As a result, many shops gradually changed to receive guests collectively. Even if we want to call for a big family dinner, there is no big family. Therefore, in order to survive, many restaurants have adjusted their direction. This is also the reason why large comprehensive supermarkets have become cold. Generally speaking, the sticky users of such supermarkets are families with three or four children. Now in Japan, although shopping is still common. But even large families or couples who live together will go out alone.
Therefore, the core consumer group in Japan today is singles, but the consumer market targeting singles has not been fully prosperous. For example, in supermarkets, restaurants or restaurants, consumers in these places are still positioned as parents, children, couples, lovers or friends, so they still prepare meals on the premise of more than two people and display tables, chairs and furniture in the store. When single people eat, they will choose to buy lunch in the vegetable market underground of convenience stores or shopping malls, and then watch TV while eating at home, or silently take out their mobile phones in nearby restaurants and shops that provide empty seats and eat while playing.
American-style economic stimulus policies are of no use to Japan's economy. The root cause is that the low desire to avoid debt as much as possible has made Japanese young people become herbivorous step by step. It is simply a serious form of lying flat and passive confrontation in China. Japan has in fact entered a low-desire society unprecedented in human history. The most obvious decline in consumption desire is young people, who should have been the core group with the strongest consumption desire. The low desire of Japanese young people can be summarized into three characteristics: Mild Yankee, AEONIST and LaLaporter.
Mild Yankee means that the social activities of many young people in Japan are only centered on home and draw a circle with a radius of 5 kilometers. AEONIST refers to people who live in AEON forever. AEON is a shopping mall that meets all the needs of life. Young people can solve all the needs of life here by spending half of their income. Including eating and shopping, catching up with old friends, and even a direct funeral was held in it. LaLaporter refers to a person whose life completely revolves around Lala Porter. Interestingly, many LaLaporters think they are superior to AEONIST because LaLaport is superior to AEON.
Japanese young people no longer regard various business tycoons, such as Masayoshi Son and Liu Jingzheng, as their idols or follow their goals. Because they think that everyone is not a person in the world in essence, there are fundamental differences, and this difference is doomed from the moment of birth. For decades, young people in Japan have been like a different ethnic group, as if their genes had been rewritten. Most of them don't need a car, a house or marriage. They think that the less money they owe, the better, which is the opposite direction of American culture.
Japanese young people are now unresponsive to exchange rate changes, money supply and other policies, and they are unmoved. No matter what the government does, they are just completely flat. This situation is the first time since human society entered the capitalist society. Not only Japanese economists, but also western-style economists should feel very disappointed. This group of people say something unpleasant. You put a knife rest around his neck, but they still don't respond, just like dead mouse feels no cold.