单身人士塑造消费转型——中国日报网
Singles shaping consumption transformation - Chinadaily.com.cn
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2019-12-08 22:06
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火星译客

Prioritization of personal happiness, pursuit of life quality over family creating demand for new products and services

将个人幸福置于首位以及把追求生活质量放在家庭之上使得产品和服务的新需求得到了释放。

Guo, a 22-year-old single woman, once visited a restaurant in Shenzhen, Guangdong province, where customers sat alone in cubicles and each table had a mobile phone charger.

22岁的郭女士是一名单身女性,在她曾经光顾的一家位于广东省深圳市的餐馆里,顾客们被安排坐在独立的小隔间里,每张桌子上都有一个手机充电器。

The restaurant was designed for people dining by themselves, allowing them to enjoy dinner in a private space. "So that you don't have to share a table with strangers," said Guo, who only gave her surname.

这家餐厅专为单人用餐的设计方便了客人在私人包间享用晚餐的需求。“这样你就不用和陌生人同桌了,”郭女士说。

Guo broke up with her boyfriend in 2018. Now, rather than going to films and dining out, she orders takeout, plays computer games and watches TV. Top items on her shopping list include small bags of snacks, skin care products and commodities that can "make my life more comfortable" such as eye massage devices.

这名郭女士于2018年和男友分手。现在,她的日常生活被外卖、电脑游戏和电视节目所围绕,将看电影或外出就餐排除在外。购物的必买清单包括小包零食、护肤品以及“让我的生活更舒适”的商品,比如眼部按摩设备。

The number of single people in China is rising. In 2018, it reached 240 million, or 17 percent of the total population, and the marriage rate was 7.2 percent, the lowest in the past decade, especially in big cities like Shanghai and Beijing, according to data from the National Bureau of Statistics and the Ministry of Civil Affairs.

中国的单身人群规模正在与日俱增。据国家统计局和民政部的数据显示,2018年,中国的单身人士达2.4亿,占总人口的17%,全国结婚率为7.2%,刷新了过去十年的最低记录,这种现象在上海和北京等大城市尤为普遍。

About 27 percent of women aged 25 to 29 were unmarried by 2015, while only 5 percent of women born in the 1960s were unmarried at the same age, according to a report in the People's Daily Overseas Edition.

据《人民日报海外版》报道,截至2015年,在25岁至29岁的女性中,约有27%的人未婚,而60年代出生的女性中,处于同一年龄段的未婚人数只占5%。

Yang Xiong, a researcher from the Shanghai Academy of Social Sciences, told youth.cn that values have changed amid the social and economic development.

上海社会科学院研究员杨雄告诉青年网,随着社会和经济的发展,人们的价值观也发生了变化。

Many people don't regard marriage and family as priorities any more. Instead, they attach more importance to realizing their dreams and seeking a higher quality of life, he said.

他说,许多人不再把婚姻或家庭放在首位。相反,他们更重视实现自己的梦想,追求更高的生活质量,

More well-educated white-collar employees with stable incomes are choosing to be single, especially women in urban areas, who are economically independent and are beginning to re-examine women's roles in society, according to a report from Boston Consulting Group.

据波士顿咨询公司的一份报告显示,越来越多受过良好教育、收入稳定的白领选择单身,而这一趋势在城市女性之中更为普遍,因为她们自身经济独立,并且已经开始重新审视女性在社会中的角色。

Zhao Lianxue, 28, a media worker in Beijing, said she had been single for four years, and she enjoyed her life.

28岁的赵连雪(音译)是北京的一名媒体工作者,她说她已经单身四年了,她很享受自己的生活。

Zhao has done many things alone, including climbing mountains, sightseeing, shopping and dining out. She said she felt OK most of time, although she felt "offended" when some colleagues showed off their Valentine's Day gifts on WeChat Moments.

赵独自一人完成了很多事情,包括爬山、观光、购物和外出就餐。她说,大多数时候她感觉还好,尽管当一些同事在微信朋友圈炫耀他们的情人节礼物时,她会有种“被冒犯”的感觉。

She once visited a Haidilao hotpot restaurant, where waiters "kindly" put a huge stuffed bear in the opposite seat if a customer comes alone.

她曾经去过一家海底捞火锅店,在那里,如果客人是独自前来的,服务员就会“亲切地”把一只巨大的毛绒熊放在其对面的座位上。

"It's sweet … but I really don't think it is necessary. I'm happy to eat by myself," she said.

“很贴心……但我真的觉得没必要。一个人吃饭我也很开兴,”她说。

Businesses targeting single consumers have also sprung up in response to the trend, especially in the innovative development of the retail and service sectors, experts said.

专家表示,这一趋势也促进针对单身人士的消费领域应运而生,尤其就零售业和服务业所实现的创新发展来说。

Singletons play an important role in the domestic consumption market. They prefer convenience, entertainment and enjoyment in seeking a higher quality of life, according to Boston Consulting.

单身人士在国内消费市场中扮演着重要的角色。据波士顿咨询公司称,这类人群更喜欢通过追求方便、娱乐和享受以实现更高质量的生活。

Zhao, for example, spends about 2,000 yuan ($281) on makeup and clothes every month.

以赵女士为例,她每个月在化妆和服装上的花费约为2000元(281美元)。

Lin Zinan, 24, a reporter in Changsha, capital of Hunan province, agreed saying that she tends to buy things to please herself, including earphones, cutting-edge sound devices, aromatherapy products, candles and other small items that make her happy.

24岁的林子南(音)是来自湖南省会长沙的一名记者,她也同意这种说法。她说,她倾向于买自己喜欢的东西,包括耳机、前沿音响设备、香薰产品、蜡烛和其他让她开心的小玩意。

A Guojin Securities report showed single consumers are more willing to pay for convenience-they love to visit nearby convenience stores, and takeout is the top selection for dinner.

国金证券的一份报告显示,单身消费者的购物行为更多的是为了实现便利,例如他们喜欢去附近的便利店,外卖是他们晚餐的首选。

Lin said she orders takeouts three to four times a week, spending about 20 to 40 yuan each time, because "dining out alone is no fun". She is also a fan of online life services, such as assigning someone to fetch packages or fix the toilet.

林女士说,她每周叫三到四次外卖,每次花费20到40元,因为“一个人出去吃饭没有乐趣”。她还热衷于网上生活服务,比如派人去取包裹或修厕所。

"I don't experience any inconvenience in my single life thanks to the internet," she said.

她说:“多亏了网络,我的单身生活才没有任何不便。”

About 130 million single people ordered takeout on major food delivery platform Meituan-Dianping in 2017. Consumers aged from 20 to 30 contributed 65 percent to its order quantity, data from the company showed.

2017年,美团点评上约有1.3亿单身人士订购外卖。该公司的数据显示,年龄在20到30岁之间的消费者对其订单数量的贡献为65%。

The Guojin Securities report also showed the motivation for single consumers is doing what they please, gaining better experience, satisfying spiritual needs and improving skills.

国金证券的报告还显示,单身消费者更趋向于做自己喜欢做的事,以获得更好的体验、满足精神需求或提高技能水平。

Lin also paid about 6,000 yuan to 7,000 yuan for guitar lessons and a private tutor to enrich her spare time.

林女士还花了6000到7000元上吉他课和请家教,以丰富自己的业余时间。

Wang Zhe, an economics lecturer at Macquarie University, said the ultimate purpose of consumption is to bring happiness to consumers. As such, single people are more willing to pay for products and services that can ease their sense of loneliness.

麦格理大学经济学讲师王喆表示,消费的最终目的是给消费者带来幸福。因此,单身人士更愿意购买能够缓解他们孤独感的产品和服务。

Guo has spent about 1,000 yuan on online games. In one game that targets female players, virtual handsome young men send greetings and chat with the players. The more you pay, the more attention you get, she said.

郭女士已经在网络游戏上花费了大约1000元。在一款以女性玩家为目标的游戏中,虚拟空间里英俊的年轻男性会向玩家发送问候并与他们聊天。你花的钱越多,得到的关注就越多,她说。

Lin said she really wanted a cat like many of her single friends. "Pets can bring consolation and companionship, and create emotional links similar to those among family members," she said.

林女士说她真的很想和她许多单身朋友一样养一只猫。她说:“宠物能给人带来安慰和陪伴,并能建立类似于家庭成员之间的情感联系。”

A report from consultancy Frost& Sullivan showed the Chinese pet market reached 172.2 billion yuan in 2018, and about 39 percent of pet owners were single.

咨询公司frost&sullivan的一份报告显示,2018年中国宠物市场的收益总数达到1722亿元,其中约39%的宠物主人是单身。

More proof of the booming singles economy is the growing segment of small-sized commodities, ranging from refrigerators, ovens, and washing machines to tableware, food and beverages, Cao Jie from the public and client communications department of e-commerce giant Alibaba told cnr.com.

电子商务巨头阿里巴巴公众与客户沟通部的曹杰(音译)告诉中央人民广播电视网,从冰箱、烤箱、洗衣机到餐具、食品和饮料,日益增多的小型商品证明了单身经济的蓬勃发展。

Single consumers need mini home appliances and furniture with complete functionality. And more brands have invested in smaller packaging and more careful designs, Cao said, adding that mini refrigerators and small bottles of wine sell well on the platform.

单身消费者需要功能齐全的迷你家电和家具。曹杰说,越来越多的品牌倾向于投资小包装和细致的设计,他补充说,迷你冰箱和小瓶葡萄酒在平台上卖得很好。

"The singles group brings great market demand," Cao said.

“单身族带来了巨大的市场需求,”曹说。

There are also niche business such as mini karaoke booths, mini gyms and capsule hotels. Mini karaoke booths are often found in shopping malls, cinemas and subway stations. They have an area of about 2 square meters to provide a more private environment.

也有小众业务,如迷你卡拉ok,迷你健身房和胶囊旅馆。迷你卡拉ok常出现在购物中心、电影院和地铁站。他们有大约2平方米的面积来提供一个更私人的环境。

According to mini karaoke booth brand Mida Minik, the products and services are mainly used by single people and young unmarried couples, and the company's annual revenue grew by about 300 percent from 2014 to 2017.

据迷你卡拉ok品牌Mida Minik表示,该公司的产品和服务主要面向单身人士和年轻未婚情侣,2014年至2017年,该公司的年收入增长了约三番。

Li Daxiao, chief economist at Shenzhen-based Yingda Securities, said the market is still not developed enough to serve the growing number of single consumers, either in terms of products or related studies, as the main focus is still on family-based consumers.

深圳英大证券首席经济学家李大晓表示,无论是在产品还是相关研究方面,市场仍不够发达,不足以满足日益增长的单身消费者的需求,因为市场的主要关注点仍是家庭型消费者。

There are more possibilities such as cars with one or two seats, restaurants catering to single people and small apartments, he said.

他说,此外还可能出现更多的服务,比如设有一到两个座位的汽车、面向单身人士的餐馆和小公寓。

Though he agrees that the purchasing power of the singles group is strong-mainly in the fields of culture, entertainment and emotional comfort-it's still weaker than the non-singles group, who are putting massive resources into raising children and supporting families.

尽管他承认单身群体的购买力很强——主要是在文化、娱乐和情感安慰方面——但整体水平仍弱于非单身群体,因为后者正在养育孩子或支撑家庭生活方面投入大量资源。

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