How E-Commerce is Making Singles Trendy 电商如何推动单身经济

BACKGROUND

Are you aware of the regulatory background of the Double 11 e-commerce festival? If not, we have collected the most essential info for you here!

This year the Double 11 E-commerce Festival has been separated into 2 batches available for purchases. The first batch is allocated from Oct. 21st  to Nov. 3rd; while the second will start from Nov. 4th  to Nov. 11th. During each batch, consumers can firstly pay a deposit to order products, before they finish the final payment, in order for brands to have enough time to arrange pre-delivery. Different from previous years, consumers cannot add all items to the shopping cart in advance and settle their account together, which means they will have to decide which items are most needed, so as to reduce server congestion on the e-commerce platform. All these measures were set to reduce the pressure on express deliveries during the Double 11 period.

Even before the start of the usual Double 11 pre-sales war, the “singles” have transformed themselves into "debtors". Some have even joked, "Don’t expect participating in the Double 11 shopping festival to change the fact that we are still single."

随着双十一预付款大战的告一段落，单身狗们纷纷摇身一变，成了“尾款人”，不仅没对象，这下连钱也要没了，还有人戏称，“别因为自己参与了双十一购物，就忘记了自己还是个单身狗的事实”。

Picture obtained from medium.com

Although this is a joke, it is undeniable that since Taobao first planned an e-commerce shopping festival in 2009, within only 9 years, the festival has achieved a sales scale from RMB 52 million in 2009 to RMB 268.4 billion in 2019. Double 11 has completely evolved from an amusing marketing event to one of the most impressive e-commerce shopping festivals of the year.

尽管这是一句调笑的话，但不可否认的是，从2009年淘宝第一次在双十一策划网络促销活动以来，在这短短的九年时间里，随着销售额从一开始的0.52亿到2019年的2684亿，双十一已经从一个搞笑意味的节日彻底转变成了一年最隆重的电商购物节之一。

There are reasons why merchants like to say "purchases make people happy" in order to stimulate consumption, but it is not difficult to find that, in addition to the transformation of the concept of Double 11, the emergence of various marketing initiatives based on the "single" concept, such as mini home appliances, meals for one , the pet economy for singles, etc., are all prominent, and they are on the path to becoming a new business model built around the promotion of consumption for singletons.

这其中固然有商家借“消费使人愉悦”为由刺激消费的原因在，但不难发现，除了节日概念的替换，各种以“单身”为卖点的营销的出现，如小家电、一人食、宠物经济等，无一不在彰显着，一个推动单身消费的全新商业模式正在崛起。

So why is the "single economy" in the position to set off a new wave, and what market characteristics and opportunities will it present? Keep reading to find these answers and more!

那么“单身经济”究竟为何能掀起浪潮，又会呈现出怎样的市场特点和机会？让我们在这篇文章中为你提供一些思路吧。

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The "Single Economy" Is Becoming A New Consumption Powerhouse

“单身经济”正在成为消费新势力

According to a report released by the Ministry of Civil Affairs, there are 240 million single adults in China, and the average age of marriage is about 27 years old, this number has risen to nearly 30 years old in first-tier cities. Such a large single population segment indicates the consumption strength of this demographic group cannot be underestimated. Moreover, it should be noted that singles, especially the younger generation, have very distinctive consumption habits. Therefore, portrait analysis and demand analysis for single people are necessary for both new brands and traditional brands in order to understand how to best match their needs and expectations.

据民政部的一项统计结果显示，我国目前有2.4亿单身成年人，平均结婚年龄在27岁左右，这一数字在一线城市更上涨到近30岁，数目如此庞大的单身人口，自然伴随着不容小觑的消费实力。而且须知，单身群体，特别是年轻一代的单身群体，其购物和消费习惯具有非常鲜明的特点，因此针对单身人群的画像分析和需求分析不论对新品牌还是传统品牌都是十分必要的。

Kaixiaozao, picture obtained from weibo@统一开小灶

Eat Well, Even When You Are Alone

一个人也要好好吃饭

One of the most recurring habits of single people is to "eat alone", and food takeaways are a typical way to approach this situation. According to the Report on Consumer Behavior of Chinese Singles, the proportion of singles who order takeaway more than three times a week is over 60% but this is only one part of the offline catering industry. There is also an important portion dedicated to the catering and retail sector. Typical examples include instant mini hot pot and instant rice with servings for one person, which have experienced a consistent increase in sales. For example, the popular food brand KAIXIAOZAO launched 130,000 copies in the first batch of pre-sale on Double 11 2020 , and, despite competing with many cosmetic and skin care brands that offer massive discounts, such products were still sold out within 1 minute, thus demonstrating how powerful this market demand can be.

单身群体最大的一个刚需就是“单独吃饭”，外卖则是满足这一需求的典型产物，据《中国单身人群消费行为调研报告》显示，单身群体一周点外卖超三次以上的人群占比超过60%。但这也仅是线下餐饮行业中的一个部分。还有一部分重要的市场，掌握在餐饮零售领域，比较典型的就是销量持续升温的自热火锅、自热米饭等主打“一人食”的产品。如目前炙手可热的全新速食品牌开小灶，在2020年双十一第一批次预售中上架13万份，尽管面对众多美妆护肤品牌的巨额折扣与巨大市场，仍在1分钟之内售罄，对其的市场需求可见一斑。

Facilitating The Single Life

为单身生活提供便利

This newly found consideration for single people has brought up a whole new series of opportunities to deliver them products suitable to their everyday life, especially with kitchen appliances. The rise of “single” appliances such as mini ovens, one-person electric cups, single rice cookers, mini electric kettles, and small refrigerators acts as undeniable proof. According to the Double 11 Sales data from 2018, the number of sales of mini microwaves and mini washing machines increased by 973% and 630% respectively in that year. What could be defined as the “self-indulgence” that singles have, allows them to focus on their quality of life and advocating for a more luxurious lifestyle, which has subsequently accelerated the growth of the small home appliance market with more subdivided functions and lighter sizes.

独居群体对生活的探索还表现在对工具的需求上，迷你烤箱、一人食电热杯、单人电饭煲、迷你电水壶、小型电冰箱等迷你家电的崛起就是最好的证明，据2018年双十一期间的销售数据显示，迷你微波炉和迷你洗衣机购买人数在2018年分别同比增长973%和630%。单身人士所具有的注重生活质量、崇尚高消费生活的自我享乐主义，催生了一个功能更细分、体积更轻便的小家电市场。

The Demand For Entertainment And Companionship Is Fulfilled

娱乐与陪伴的需求实现

Live-streaming shows, online games, and e-books make up the main entertainment activities for young singles. It’s no surprise that these activities do not require direct social interaction, people can do them at home or on their daily commute to work, which greatly facilitates the lives of office workers. In addition, the pet economy is also a hot trend that comes together nicely with the single economy. Ranging from the purchasing of pets, pet supplies, pet medical treatments, grooming, to training and insurance, a whole industrial chain has developed in the pet market. According to the White Paper on China's Pet Industry 2019, the pet market reached 202.4 billion RMB in 2019, with a compound growth rate of over 20% in the past three years.

直播、网游、电子书刊构成了单身青年们最主要的娱乐生活，这些活动无一例外都是无需直接社交、在家或上下班路上就可以完成的，极大地便利了上班族的生活。除此之外，宠物经济也是伴随单身经济出现的一种热门趋势，从宠物交易、宠物用品到宠物医疗、美容、培训、保险等，宠物市场俨然已经出现一条完整的产业链。据《2019年中国宠物行业白皮书》显示，2019年我国宠物市场规模达到2024亿元，近三年复合增长率超20%。

Looking back at the consumption preferences of singles, it is not difficult to find that these consumers can be described as "pay on their own", which is why they are willing to pay for products carrying the “single” concept. It is precisely because singles are more independent than others, that they are more willing to invest in food, clothing, housing and transportation to give themselves a better life. In other words, they treat themselves well as a way of better handling the single life.

回顾单身人群的消费取向，我们不难发现，这类消费者可以用“为自己买单”来形容，这也是他们为什么愿意为单身概念的产品买单的原因。正是因为单身群体与其他相比更需独立，因此在衣食住行方面为自己投入的意愿也更大，或者也可以说，善待自己，是他们和单身状态的一种相处模式。

There is still huge potential behind the single economy waiting to be discovered, and the analysis of consumers is one of the eternal themes of all brands and markets. To learn more about consumer psychology and other case studies, please contact us at [e-mail].

单身经济的背后仍存在着巨大的潜力等待被挖掘，但对消费者群体的分析是所有品牌和市场永恒的主题之一。想要了解更多关于消费者心理分析和案例研究的内容，欢迎通过 [e-mail] 与我们联系。

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