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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
当下的社会环境也给予了单身群体更大的包容。波士顿咨询集团在最近一份报告中指出,“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”。
“如果没有这些针对单身群体的服务,我的生活会不方便很多。单身经济让用户和商家双赢!”一位单身人士对笔者表示。例如,去年一年外卖业销售额就增长了44%。外卖平台饿了么的发言人表示,该企业今年上半年的销售额增长了127%,“因为很少有人愿意为自己一个人做饭。”
市场营销有讲究
单身人群究竟有着怎样的不一样?英国市场咨询公司英敏特最新报告《针对单身消费者的营销——中国2017》显示,六成(61%)单身消费者最感兴趣的领域是电影、电视剧,其次是旅行(56%)和运动健身(48%)。
携程网发布的《2016独自旅行报告》显示,中国独自旅行人数占总体旅游人数的比例,从2014年8.3%上升到2016年15%,其中女性占六成,而年龄多分布在19岁至30岁之间。
“单身人士通常拥有更多的可支配收入,倾向于关注自我和把钱花在自己身上。”上述人士对本报表示。而世界经济论坛的数据也显示,35岁及以下的中产阶层消费者比同等收入的上一代消费者平均多花40%的钱,用于购买各种产品。
英敏特公司生活方式高级研究分析师马子淳认为,“大多数中国单身消费者并不孤单,其实他们兴趣爱好广泛,紧跟潮流趋势,重视新奇刺激的体验。他们对旅行和娱乐产品(如电影、电视剧)的兴趣浓厚且与日俱增。商家可以开发更多有关‘提升形象和气质’和‘愉悦感官’的市场活动。”
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