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英媒:中国餐饮业瞄准“单身经济”背后巨大商机

2017-08-17 11:22:04   中国经济网

英国《金融时报》8月16日文章,原题:中国餐饮集团瞄准“单身经济” 火锅是中国共餐制文化的典型,通常是一群食客围坐在沸腾的汤锅旁,将肉和蔬菜放入锅里。但中国一家著名火锅连锁店动用了一个新武器来吸引单身食客:毛绒熊。一家分店服务员王萍(音)表示,“它们有助于让人们感到没那么孤单。”此举凸显了中国企业力求抓住人口结构变化所造成的日益庞大的单身消费者群体。

据咨询公司欧睿汇编的政府统计数据,2012年以来中国成年独居人口增长了16%,达到7700万。到2021年,该数字将上升到9200万。这一转变是由大都市带动的晚婚趋势推动的。在上海,女性平均初婚年龄已经达到30岁,高于2011年的27岁。由于过去10年里离婚率翻了一番,婚姻持续时间也缩短了。其结果是,中国16%的城市人口现在独自居住。波士顿咨询集团在最近一份报告中表示:“这一趋势伴随着人们对单身人群看法的深刻改变,单身概念不再带有污名。”这意味着“单身人士会自己就餐、旅行和从事各种活动”。

不少企业已对这一趋势作出了回应。日本无印良品连锁店针对中国单身人群已推出了小型电饭煲、烤箱和水壶。阿里巴巴打造了每年11月11日的“光棍节”,以庆祝单身生活。这一节日现在已成为一场年度消费狂欢,去年该节日的销售额达到1207亿元人民币。在旅行方面,有报告指出,“与已婚人士相比,(单身人士)旅行在更大程度上不是为了家庭团聚或者购物,”而是为了观光和体验风土人情。送餐服务从这一趋势受益匪浅,根据咨询公司贝恩的统计,去年中国该行业销售额增长了44%。

30岁的上海单身人士陈聂在火锅店进餐时,对于店方提供泰迪熊“陪吃”的提议百感交集。她说:“首先我感到很震惊,然后感到了温暖。但是最后我觉得很尴尬,因为它让我想起了自己单身这一事实。”(作者汤姆·汉考克)

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