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“单身经济”带来商家大生意(事件新闻)

2017-09-07 04:11:42   中国青年网

当陈女士独自到一家连锁火锅店用餐时,迎接她的不仅有这家店的招牌式热情服务,还有餐桌对面一只陪伴进餐的“米老鼠”玩偶。这让陈女士觉得既温暖贴心又不免有些好笑。面对城市里越来越庞大的单身群体,中国的商家正“大开脑洞”,专门订制产品和服务来迎合单身群体的生活方式。在日趋激烈的市场竞争中,“单身经济”正成为许多商家纷纷瞄准的一门大生意。

单身需求被挖掘

“虽然在餐桌对面放置‘米老鼠’玩偶的做法让人感到温暖,但是也会让周围的人注意到自己是‘单身’的事实,未免有些尴尬。”陈女士说。

然而,也有网友表示,“一个人吃饭难免有些冷清,服务员在对面放一只‘米老鼠’反而觉得又有趣又不孤单,这个服务很贴心,值得点赞!”虽然看法各有不同,但单身需求越来越被商家“照顾”却是不争的事实。

几年前,企业的营销方式更多的是采用“第二份半价”“多人同行一人免单”等活动。而如今,市面上随处可见的单人套餐、自助唱吧、自助健身仓等则彰显着另一种消费潮流。各大购物网站上也开始出现小型电饭煲、烤箱和水壶、小型冰箱等迷你产品,这些产品主打的广告语不再是“家用”“特惠家庭装”,而是“单身必备”“单身之选”。

笔者发现,与各类商家的此类“创新”相呼应的,则是各路时尚与生活达人对单身消费之风的力推。搜索美食、旅行、家居等生活类网站和自媒体账号,类似“一人食餐厅”“独自旅行好去处”“完美打造单身公寓”等专题分享越来越多。它们都共同指向单身群体的消费偏好与诉求。

庞大群体商机多

实际上,近几年中国单身人士的数量的确在逐渐增多。根据民政部数据,中国内地的“未婚”人口到2015年底已经达到2亿。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。在上海,女性平均初婚年龄已经达到30岁,高于2011年的27岁。

越来越多的适龄青年选择单身或者独居,这在经济较发达的城市尤其明显。许多专家分析,其中的原因包括中国人口性别比失衡、女性受教育程度越来越高、择偶的经济条件要求也越来越高等。笔者采访身边人士,他们单身的原因也多种多样。有人表示“每天都在忙工作,根本没时间谈恋爱”“还没有做好迎接家庭生活的准备”,也有人表示“一个人生活可以有更多的时间做自己感兴趣的事,反而轻松自在。”

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