China News Service Client, Beijing, July 18th (Peng Jingru) "International Loneliness Rating Table! What level do you cultivate to?"
There is an international ranking on the level of loneliness circulating on the Internet. The highest level is "One person performs surgery", and "One person goes to the restaurant" and "One person eats hot pot" ranks second and fifth. Many people say that unlocking top loneliness is too difficult, but going to the restaurant and eating hot pot alone is a daily practice.
Today, "one person eating" has become the gospel of this group of "lonely patients".
The rise of "one person's food" is not a single patent
"One, please!"
Ms. Sun, who usually wants to go to the restaurant for dinner alone, is always dismissed by the waiter’s sentence, “For this sentence, I have to do a long time of psychological construction before entering the restaurant, so I simply did not go many times.” Not only that, Sun The lady said that when she went out to eat alone, she would sometimes worry about going to the bathroom and the food would be cleared away; she also had to worry about ordering less and being scorned by the shop assistant.
"If you can communicate with the waiter zero, it's perfect!"
Ms. Sun's wish now comes true. "Self-service ordering, the menu is simplified into a piece of paper, the clerk completes the serving service without showing his face, and the seat partition is blocked", which has become the standard configuration of many "one-person meals" restaurants.
A screenshot of a "one person eating" restaurant published by netizens.
Searching for "one person's food" on the Dianping reviews APP, there will be more than a thousand search results such as "one person's food restaurant ranking", "one person's eating barbecue" and "one person's eating hot pot". In addition, many regular restaurants have also launched the "one person food" tab dining options.
"Daily love and work exchanges have exhausted all the enthusiasm, so don't disturb each other when you eat." A man who is eating alone said that although it is happy to eat with his girlfriend, sometimes he needs one person's time. Many of the colleagues are not familiar enough to eat together.
The owner of a "one-person catering" restaurant in Sanlitun, Beijing, told Zhongxin.com that due to the epidemic, passenger traffic has dropped significantly in the past six months. But because of the "one-person food" attribute, it is relatively better than other restaurants. Naturally, the “one person meal” with the attribute of “safe dining, avoiding gathering” is no longer so niche during the epidemic, and has gradually become a catering demand.
"One Food" = Advanced Takeaway?
Some people are puzzled by the "zero exchange" service model of this "one person eating" restaurant: "Why don't you order takeaway? You save when you go out."
The answer: "Because the single dog has finally become a VIP!"
"'One person's food' is actually an upgraded version of take-out, and it is more about putting the feeling of self in the first place." Zhu Danpeng, an analyst of China's food industry, explained that the take-out may only cost twenty or thirty yuan. As a restaurant dining, from the price to the product, to the scene, to all aspects of personal emotional factors, it is very different from takeout.
With the increasing demand for "one person eating" for single people, under the strong demand of "one person has to eat well", although takeaway can meet this demand, a better experience is often in the store. "Takeaway is difficult to meet my "single happy mode" standard." Ms. Sun said.
Screenshots of "one person eating" posted by netizens.
According to the data of "Chinese Consumer Genealogy Dining Special", 55% of the post-90s consumer groups have the habit of eating out independently for no more than 1 hour; the top three reasons for a person to eat after 90s are: work is very good Busy, irregular meal times and enjoy the meal process alone.
At present, young people in developed cities prefer "one person to eat". Meituan’s “one person food” online transaction data shows that the number of “one person food” restaurants in first-tier, new first-tier and second-tier cities accounted for 67%. Among them, in the first-tier and new-tier 19 cities, the number of "one person catering" restaurants accounted for 45%, nearly half.
"Takeaway is just "one person eating" fast food." Zhu Danpeng believes that "consumption thinking changes consumer behavior, and China will have more such products in the future."
The trillion-dollar market for adults living alone
Behind the rise of "one-person food" are hundreds of millions of "single nobles" who are "awaiting feeding".
According to data from the Ministry of Civil Affairs, as of 2018, my country's single adult population reached 240 million, of which more than 77 million adults were living alone, and it is expected to rise to 92 million by 2021.
"Single food" is not bad for single consumers, while "single nobles" are not bad for money. According to a survey data from Zhenai.com, more than 50% of single men and women have a monthly disposable income of 3000-5000 yuan, and nearly 30% of single men and women have a disposable income of 5000-8000 yuan. In addition, about 10% of single men and women have a monthly disposable income of more than 8,000 yuan.
If the per capita consumption is 1,000 yuan/month, the market for single consumption will be trillions of dollars. The food and beverage consumption is worth a share, and the market scale should not be underestimated.
This blue ocean has also caused jealousy in industries such as takeaway, fast food, and fresh food. Tmall's "2019-2020 National Taste" report pointed out that one-person food, fitness meals, tonics, origin, cross-border products and lazy fast food will become the six annual food trends in 2020.
Half-serving dishes, one-pound rice, 200 ml of red wine... The catering business for single consumption is showing its own abilities.
A staff member of Tmall Foods said that from the data of the past year, on the Tmall platform, "one-person food" commodities like 1 kg of rice and small bottles of wine increased by as much as 30% year-on-year. During the "6.18" period, self-heating hot pot increased by 80% year-on-year, and instant rice increased by 800% year-on-year.
On an e-commerce platform, consumers show the consumption experience of small bags of rice.
Sell when you buy. During the epidemic this year, the average daily sales of Meituan on the Meituan Group increased significantly. The average daily sales in early March increased by 252.1% compared with that in early February, which was 152% higher than the overall average daily sales of the catering industry over the same period. The number of catering merchants offering "one-person food" related products such as single-person group purchase packages and single-person takeaways increased 226.8% from the previous month, which was higher than the overall increase in the number of restaurants in the industry.
Your loneliness supports more than "one person eating"
"Everyone is already looking at singles, except for love."
The single crowd has changed the industry of eating and drinking. In addition to the catering industry, small home appliances, single apartments, customized travel, pet economy, and companionship economy also aimed at the huge business opportunities brought by single people.
For example, the "mini wind" is blowing in the home appliance industry, and many small appliances with small capacity, high face value, and multi-functions have emerged as a result, and have become the "good heart" of single groups. For example, during Tmall's "Double Eleven" in 2019, the year-on-year growth rate of "one serving" kitchen appliances was twice the overall growth rate of kitchen appliances.
Data Map: In the home appliance area of a shopping mall in Xicheng District, Beijing, many "one-person" kitchen appliances are on sale. Photo by Xie Yiguan
"It's better to have a cat than to fall in love", which has expressed many "empty nest youth" voices, allowing this group of lonely young people to hold up the pet market for a whole day, and also feed many listed companies.
For example, Zhong pet stock and Petty stock specializing in pet food, as of the close on the 17th, had market values of 7.174 billion yuan and 6.112 billion yuan, respectively; and Rip Bio, which specializes in pet medicine, had a market value of 8.976 billion yuan, and so on.
Compared with "love", many singles may prefer to play games. It doesn't matter if you don't have a playmate, and the problems that money can solve are not problems. A white paper on game sparring published by an organization shows that people who spend money to find someone to play games with themselves, after two-thirds are after 95, their consumption concept is not only ahead, but also someone who has a generous shot. Throw 3.08 million yuan to play with.
"As the single population continues to grow, the consumption power of single groups cannot be underestimated, which will trigger a new wave of consumption." Global Monitoring and Data Analysis Company Nielsen's "China Single Economic Report" released in May showed that 42% Of single consumers consume for their own pleasure, which is 27% higher than non-single consumers.
Justin Sargent, President of Nielsen China, said: "Behind the gradual heating up of the'single economy' is the awakening of singles' consumption consciousness and the embodiment of their pursuit of quality life."
After enjoying "One Man Eat", do you choose to play cats or play games? (Finish)