For this week's topic, a discussion on the loneliness economy thrown up by Mr. Kim, I've been assigned the white hat to talk about the origins of the topic and how to recognize the loneliness economy using big data.
At first, when I received this topic, I was at a loss, which is probably related to my experience. After googling the topic, it also gave me a whole new perception of the term.
"Loneliness economy" is essentially a "loneliness + consumption" economic model. In short, it's an economic system that is spawned by loneliness and can further energize the economy.
In front of the screen, I don't know if you're familiar with this scenario: living in a small rented house in a foreign country, as a regular customer of "one-person food" restaurants and takeaways, and solving loneliness through pets, handheld games, and short videos.......
This is the first time I've ever seen a person living alone in a foreign country.
This epitomizes the life of many young people living alone in the city. This kind of consumer demand for the contemporary "empty nest youth", to live alone and personal interest for the profit point of the consumer model is known as the "lonely economy".
China seems to be experiencing a demographic shift similar to that of Japan's aging population, as evidenced by the birth rate, aging rate, and number of singles.
Previously, the National Bureau of Statistics released data showing that the birth rate in 2020 hit a record low again, and the degree of aging also hit a new high, the country's population aged 65 years old and above more than 200,000 people, accounting for more than 14% of the total population.
And the number of single people in China is rising year by year. According to the China Statistical Yearbook, China's single population has reached 300 million, and the number of young singles is huge.
Due to the situation of drifting outside, the fast pace of work and life, the pressure of life, and the difficulty of expanding the circle of communication, etc., have made "loneliness" become the norm, and let the "loneliness economy" quickly molded.
In One Hundred Years of Solitude, there is a famous quote: "Life has never left solitude and independent existence, and there are always traces of you being alone in the corner of life.
In the face of the arrival of the economy of loneliness, it will give us how to think?
It provides young people with the space to be alone, but not alone.
It fights loneliness by giving emotion and temperature to the details of consumer goods and creating a sense of ritual. It also relieves anxiety by filling leisure time and exquisite time and space.
Do not want to cook, the phone order takeout point home; moving rent room are wired reservation, offline service options; purchase tickets to set the hostel to do a good job of strategy, one person tour in today's travel crowd has a large proportion; Taobao is very substantial reduction in the figure of a person lonely shopping; even shopping supermarkets, are wired shopping an hour delivery fast.
It drives innovation and industrial development.
Consumer demand in the lonely economy has driven the transformation of traditional industries and spawned many new forms of business.
According to the "Lonely Economy" white paper data show that, from the lonely spending power, the lonely people say they spend about 1000-3000 yuan per month accounted for the most, reaching 41.57%; 3000-5000 yuan accounted for 34.17% ranked second.
It can be seen that more than 70% of the lonely people spend between 1,000 and 5,000 yuan per month, and such purchasing power points to such things as buying game equipment, buying clothes, buying movie tickets, treating themselves to a big meal, singing in KTV, rewarding hosts, SPA and other leisure consumption, buying snacks, and attending gatherings, which make up the main form of consumption of the lonely people.
What do you think about the economy of loneliness, your discussion is welcome!