From the perspective of consumption behavior, what are the characteristics of single group consumption? Focusing on convenience, pursuing quality, being interesting, pleasing oneself, and spending ahead of time are the main characteristics of the current "single economy": First, special emphasis is placed on convenient consumption, especially in the Internet era, where the technical thinking and scenarios of the Internet have made consumption more and more It's getting easier. Second, pursue quality and perfection, and pay attention to the style and taste of life. Third, conspicuous consumption behavior has obvious characteristics. This group often has relatively strong self-psychological hints and unique personality highlights during the consumption process. Fourth, "please yourself" consumption. In the process of consumption, consumers pay special attention to making themselves happy, have a strong self-personality, and have independent opinions on the quality of life. Fifth, singles themselves have very obvious fun mentality and needs during the consumption process, so they can be summed up as interesting consumption. Finally, single group consumption shows obvious characteristics of advanced consumption, that is, high consumption tendency and low willingness to save go hand in hand. Consumption Characteristics of Single Households 2 Recently, it was reported that with the increasing number of single people, China’s “single economy” is rising. From food, clothing, housing and transportation to leisure, entertainment and social interaction, a complete “single industry chain” is gradually emerging. According to the "Worker Daily" report, China currently has more than 200 million single people, and they are leading a consumption force that cannot be ignored. Based on per capita consumption of 1,000 yuan alone, this is a large order of 200 billion yuan per year. Among China’s single groups, the proportion of men is significantly higher than that of women. A big data report titled "When Singles Encounter Dogs" released by Yidian.com in August last year shows that among singles, men account for 73.4% and women account for 26.6%. In terms of geographical distribution, the largest number of singles is in Shanghai, followed by Fujian. , Anhui, Jiangsu and Zhejiang. The consumption potential of this group of people cannot be underestimated. A 2016 survey by Zhenai.com showed that more than 50% of single men and women had an average monthly disposable income of 3,000 to 5,000 yuan, nearly 30% of single men and women had an average monthly disposable income of 5,000 to 8,000 yuan, and an average monthly disposable income of 8,000 yuan. The above account for 10%, and among those with an average monthly disposable income of more than 8,000 yuan, the proportion of single women is higher than that of single men. The Xinhua News Agency analyzed yesterday that the current single group is literate and has financial strength. Compared with married people, they are keen on consumption, are negative on saving, and have a strong self-awareness. Since they do not have more financial resources, In terms of family responsibilities, single people are more inclined to focus on themselves and improve their quality of life. Their consumption demand has ignited the "single economy" and changed the traditional economic model to a great extent. A few years ago, companies’ marketing methods mostly used activities such as “second order at half price” and “multiple people go for free”, but now single-person packages, self-service singing bars, self-service fitness warehouses, etc. can be seen everywhere on the market. Mini products such as small rice cookers, ovens and kettles, and small refrigerators have also begun to appear on shopping websites. The main advertising slogans of these products are no longer "home use" and "special family equipment", but "must-haves for singles" and "single choices." On many food, travel, home furnishing and other lifestyle websites and self-media accounts, there are more and more topics such as "restaurants for one person", "good places to travel alone" and "perfect single apartments", and the articles all point to single groups. consumption preferences and demands. The food delivery industry has benefited a lot. The food delivery industry is an obvious beneficiary of the single economy. 65% of orders from food delivery company Meituan are from single customers. Meituan believes that this is related to the fact that preparing Chinese food requires too much time and energy, and single people do not want to invest too much time. In addition, apartments designed specifically for singles have gradually emerged in recent years and are welcomed by the market. This kind of single apartment takes into account the various living needs of singles. It can be moved in with a bag and has enhanced social functions. You can relax, chat, exercise, etc. with other singles. There are also unlimited business opportunities in the entertainment and social networking industries. In October last year, China’s first new category of smart hardware, LeSingle MAX1 mobile touch-screen TV, positioned as a “home entertainment center for singles”, was released. This product uses artificial intelligence as a technology platform to integrate social networking, games, and videos on the same platform. , allowing personal entertainment to achieve more possibilities. However, there are also concerns from the outside world about the arrival of the "single economy" era.

Yu Weihua, associate professor at the Jinhe Economic Research Center of Xi'an Jiaotong University, said that fertility is an important part of social wealth. The single economy will have a negative impact on China's future society and economy. The country should pay attention to this phenomenon and introduce relevant policies to treat single mothers. Make new arrangements for children’s household registration, social security, etc. Consumption Characteristics of Single Households 3 Nowadays, more and more people choose to be single, which has become a common social phenomenon. According to statistics from the "China Statistical Yearbook 2017", the size of China's single population reached 240 million in 2016. This number More than the combined populations of Russia and the United Kingdom. With the increase in the number of singles, the “single economy” is also becoming more and more large-scale. So what are the characteristics of the consumption of these single people? Fu Yifu, a researcher at Suning Financial Research Institute, summarized the consumption profile of single people. The consumption structure of single people is different from that of traditional families. Generally speaking, the saving propensity of single people is lower than that of non-single people, but the consumption propensity is much higher than that of non-single people. Single people are mainly concentrated among white-collar workers and middle-class people. In addition to having weak spiritual concerns about consumption, they have strong material spending power. Italy once conducted a survey on average household consumption. For an average Italian family of 2 to 5 people, the average monthly food and drink consumption per person is 187 euros, while a single person can reach 320 euros per month, which is 71% more. . "New Weekly" magazine also released a "China Singles Report", which finally found that 28.6% of single consumers buy luxury goods without thinking; 16% of people go to bars, KTV and other entertainment venues at least once a week ; 31.6% of people’s biggest monthly expenditure is social consumption such as self-entertainment or parties; only 5.4% save for future insurance. To sum up, there are three obvious characteristics in the consumption of single people: First, consumption is leisure-oriented. A major characteristic of the single group is that they have more time at their disposal and are more willing to spend time on consumption that meets their leisure needs, especially entertainment consumption and dietary consumption. On the one hand, they spend a lot of time online to meet their needs for leisure, social interaction, and shopping. The most typical entertainment activity is online games. According to data provided by Momo, about 75% of the more active online game players of people are "singles". On the other hand, single people tend to have relatively irregular work and rest schedules, which also results in them eating less frequently and at more random times. They prefer to eat anytime and anywhere, especially snacks. In terms of the ranking of singles, they value the taste of food more, followed by fun and price, and health ranks last. Second, be keen on social networking. Singles also need the company and care of friends, and subjectively they are also motivated to find ways to "get out of singles." On the one hand, singles often actively engage in networking and interactive socializing through various social media to increase the frequency of communication and expand communication groups; on the other hand, they also use fitness, supplements and other methods to enhance their social charm. Third, pursue personalization. From the perspective of consumer structure, those born in the 1980s and 1990s are gradually becoming the main force of consumption, including a large number of single people of marriageable age. Compared with married people, single people’s consumption behavior is more emotional and their sensitivity to prices is relatively low.