波士顿集团在最近的报告中说:“这种趋势还伴随着人们对于保持单身的观念的巨大改变,单身观念不再受鄙夷。”这也意味着单身人士会“自己就餐、自己旅游、自己从事各种活动”。
Companies have responded to the trend, which mirrors demographic shifts already experienced by China’s east Asian neighbours South Korea and Japan. Japanese chain Muji has introduced smaller rice cookers, ovens and kettles aimed at Chinese singles.
商家们也已经对这种已在东亚邻国日本和韩国出现的人口变化趋势做出反应。日本连锁店无印良品专为中国单身人士推出更小的电饭煲、烤箱和水壶。
Alibaba created Singles Day each November 11 as a celebration of the unattached lifestyle. It is now an annual consumer juggernaut, racking up Rmb120.7bn of sales in China in one day last year.
阿里巴巴将每年的十一月十一日定为双十一购物节,来庆祝单身生活,现已成为一年一度的消费盛宴,去年单日销售额高达1207亿元人民币。
Asked on what they would most like to spend their time, China’s singles chose watching films online and travelling “to make their plain and mundane lives more exciting”, according to a recent report by consultancy Mintel. They are “less likely to travel for the connection with their family or shopping compared to married people”, preferring sightseeing and experiencing local culture, the report adds.
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