China Food

In the single economy, the fire is more than “one person eating”!

“  
taking three meals seriously and not perfunctory is the real respect for life.
 ”
In 2021, the number of people living alone will reach 92 million.
The growing number of people living alone means a surge in the demand for eating alone, which also lays a foundation for the development of the “one person eating” economy.
In the single economy, it’s not just “one person eating” fire!
At the same time, it also brings fire to industries such as dolls with accompanying function and small household appliances that meet the needs of “one person eating”.

Lonely Gourmet:

“This solitary behavior of not being bound by time and society, happily filling your stomach, becoming free and ‘free’ in a short time, not being disturbed by anyone and eating without any trouble is the highest cure that modern people have equally.”
The “one person food” economy supported by 260 million singles
After work, Manlin walked alone to the mall near the company.
 
As always, she walked into the flat house, sat in a familiar position and ordered a single package.
 
Single Manlin is used to eating and living alone.
 
She told us: “to be single, we should eat well and not treat ourselves badly. This is not necessarily related to living alone and being single, but a state of life and a consumption concept.”
 
Indeed, taking three meals seriously and not perfunctory is the real respect for life.
 
Nowadays, there are many single people like Manlin, who are reshaping the “single economy”.
 
1. The “one person food” economy supported by 260 million singles
 
Previously, the Civil Affairs Bureau released several data:
 
In 2019, China’s single population reached 260 million, accounting for about 20% of the total, including 80 million living alone.
 
The number of people living alone is expected to rise to 92000 in 2021.
 
The growing number of people living alone means a surge in the demand for eating alone, which also lays a foundation for the development of the one-man food economy.
 
According to AI media data, in 2021, 32.9% of Chinese consumers were eating alone for a long time.
 
From the perspective of the user portrait of “one person eating”, it is mainly concentrated in the first and second tier cities, and the age is mainly between 19-40 years old.
 
With the prevalence of single economy, more and more enterprises begin to focus on serving “single” guests.
 
In the catering industry, Xiabu Xiabu, Haidilao and other brands launch single person packages suitable for consumers, making it reasonable for one person to eat hot-pot/" 22375 rel="nofollow" target="_self">hot pot!
 
Quan Jincheng, a well-known Korean barbecue brand, also aims at the “one person food” business and launched the “one person roast” store, which adopts a new brand image, decoration style and dining scene to explore the young people’s market.
 
At the same time, “one person eating” has also changed the fast food track, with the emergence of new species such as zihi pot and ramen theory, so that young people can no longer choose to eat alone.
 
Single economy, not just a person eating fire!
 
Dolls with accompanying function and “one person eating” small household appliances are growing rapidly.
 
2. Japan, the economic ancestor of “one person eating”
 
Japan, it can be said, is the world’s loneliness.
 
After the “lost decade”, Japan’s economy stagnated and the whole society began to transition to aging and fewer children.
 
Data show that more than one third of Japan’s 53 million households are “single households”, which is expected to rise to about 40% by 2040.
 
Seeing this data, I was full of frogs shouting: lonely, lonely, lonely
 
Today, the Japanese have slowly accepted this fact, and they have to use “loneliness” to get rich.
 
In Japan, one person food economy includes: one person hot-pot/" 22375 rel="nofollow" target="_self">hot pot, one person sushi, one person ramen, one person barbecue, one person coffee, etc.
 
There are all kinds of human food forms developed.
 
Gusto barbecue is a Japanese chain restaurant, which once became an online Red punch in shop.
 
Gusto provides each customer with a small grid. Although the space is small, it has all kinds of internal organs, including WiFi, charging socket, menu, paper towel, some spices needed for dinner, etc.
 
It is an absolutely good place for singles who want to eat quietly and not be disturbed.
 
In addition to eating, the one-man food economy also drives the development of Japan’s film and television industry.
 
With the simple theme of “eating alone”, the lonely gourmet and the male host Wulang reaped a large amount of loyal powder.
 
The play has eight seasons, and the Douban score remains around 9.0 every season.
 
Uncle Wulang ate for eight seasons and tasted philosophy. He also said in the interview:
 
“Loneliness also has positive energy. It represents the freedom and independence that everyone can have.”
 
It aroused the resonance of many domestic netizens and said: inspect!
 
Compared with Japan, the domestic “one person food” economic development momentum is also very strong.
 
Catering and fast food in the “one person food” scenario
  
1. Offline catering industry with fire in “one person eating” economy
 
(1) Demand side: one person should also have a “sense of ceremony”!
 
In the past, we had more or less such experiences:
 
One person went to the restaurant for dinner and was asked by the restaurant staff to share the table with strangers. Then we could only show an embarrassed but polite smile and nod, but we were unwilling in every way.
 
Most of the restaurants that can eat alone are brand chain restaurants, such as McDonald’s and KFC.
 
These fast food restaurants are overcrowded, so it is almost impossible to have a quiet meal; secondly, they eat at will and deal with things as long as they are full.
 
The Youth Daily conducted a survey before, and the survey results showed that:
 
67% of young people think it’s embarrassing to go to a restaurant alone;
 
Nearly half of young people will make a quick decision;
 
One third of young people will choose to sit in an inconspicuous position;
 
Even, 12.9% of the young people surveyed thought that a person’s appetite decreased when eating in a restaurant.
 
The rise of one-man food economy is the embodiment of the change of consumer demand.
 
Now consumers pay more attention to the dining experience. They should not only eat full, but also eat well and have fun!
 
(2) Supply side: the rise of one person Restaurant
 
Speaking of the one person restaurant, I have to mention Japanese Yilan ramen.
 
Yilan Ramen was founded in 1960 and is open 24 hours. It is a typical boduofeng ramen.
 
It once set a Guinness record in 2013 (diners queued for 7 days and 7 nights in Hong Kong stores), and the popularity can be imagined.
 
Yilan is different from the ordinary Ramen restaurant by separating the guests with partitions.
 
Care about consumers, so that customers can enjoy delicious food quietly.
 
A large number of restaurants focusing on “one person food” have also emerged in China.
 
According to the enterprise survey data, the number of domestic catering enterprises related to “one person food” increased steadily from 2016 to 2019.
 
By 2020, there will be a growth inflection point for newly registered enterprises of domestic “one person food” related enterprises, with an increase of 112, a year-on-year increase of 43.6%.
 
Among these rising restaurants, there are bottom canteens that are popular on major social platforms with online Red tables.
 
Combined with the concept of “single + social”, it transforms the small compartment of Yilan Ramen to create a romantic atmosphere.
 
Perhaps, in the process of eating, you can encounter a friendship or love.
 
Through the observation of these outstanding “one person food” restaurants, we summarize the following commonalities.
 
(3) How does “one person food” restaurant stand out?
 
First, products: delicious, good-looking and appropriate.
 
The first important thing to solve the repurchase problem is products. A restaurant must first provide good products before consumers can stay.
 
Combined with the psychological needs of “one person eating” consumers, good products mainly include three aspects: delicious, good-looking and appropriate.
 
Pay more attention to the food design, so that customers have a desire to eat.
 
Especially for some products with high appearance value, consumers will take the initiative to help publicize them.
 
“One person is afraid of waste when ordering more, and can’t meet the taste buds when ordering less”. The appropriate amount is also a problem that needs to be solved in the “one person eating” restaurant.
 
Second, environment: meet emotional and social needs.
 
The founder of the bottom canteen said: “we require all girls and all men at the same time. Let customers have a chance to meet the other half when they eat here.”
 
The combination of food and making friends is undoubtedly a social life-saving straw worthy of single youth.
 
More restaurants are afraid that customers will be embarrassed and lonely when eating alone. They will put a large plush toy on the seat of the dining table.
 
Occasionally, there will be clerks to chat with to solve the loneliness of consumers.
 
Third, seize the takeout market.
 
According to the 2020 takeout industry report, the total number of takeout orders of the post-90s and post-00s accounts for more than 70%, of which the proportion of single meal is 65.4% and 73.7% respectively
 
It can be seen that single young people have become the main consumer force in the takeout market.
 
In the boundless catering era, catering enterprises should seize the takeout market and combine online and offline to meet the global needs of consumers.
 
2. One person eats fast food products with fire
 
Eric klinenberg said in his book the single society that the single society is becoming an unprecedented powerful and inevitable social change.
 
This change is reflected not only in the catering industry, but also in the fast food track.
 
Taking advantage of this “single economy”, convenient fast food has grown steadily in recent years. Cbndata data estimates that the domestic market scale exceeds 250 billion.
 
More and more fast food products of many sub categories have emerged, such as Ramen, zihi pot, etc.
 
Take Ramen theory as an example, briefly talk about how it is hot.
 
Brand positioning, positioning high-end healthy instant noodles.
 
On the one hand, Shengwei attacked the traditional instant noodle market; On the other hand, redefine Japanese instant ramen.
 
Target group, serving white-collar workers and long-term single youth.
 
Founder Yao Qidi hopes that the Ramen theory will bring the audience not only a food, but also the temperature behind it and the feeling of loving yourself.
 
Product tastes are diverse, and new products are developed rapidly.
 
In the instant noodle industry, it takes at least half a year for a new product to be conceived and listed, or more than a year for a long time.
 
The new product R & D time of ramen was compressed to more than one month.
 
This speed not only drives the vitality of its product line, but also brings a steady stream of heat and flow to the Ramen theory.
 
On the marketing side, e-commerce, live broadcasting and cross-border play new tricks and new heights.
 
With the help of the delivery ability and influence of wanghong or KOL such as Li Jiaqi, it has attracted fans to plant and pull grass while obtaining sales.
 
In addition, ramen said it also makes cross-border cooperation with pharmaceutical enterprises to expand brand voice and enhance influence.
 
In short, both online and offline, consumers want to eat happily.
 
Not only to meet physical needs, but also to meet psychological needs.
 
For example, there is a saying called “instant food solves homesickness”.
 
Now regional food sales are growing rapidly and successfully lengthening the food sales radius.
 
For example, regional specialties such as duck blood vermicelli and Jiangxi rice noodles are growing the fastest, and the current consumption of snail powder accounts for the highest proportion.
 
Some consumers buy these regional products because they try new ones, while others eat fast food to relieve homesickness.
 
Especially for migrant workers who work hard outside, it is also a kind of happiness to eat familiar hometown food.
Huge consumer market created by “single economy”
Today, the single economy has become a new and important economic growth point, bringing unlimited business opportunities to the market.
 
1. One person food small household appliances are popular, and new and old household appliance brands are pouring in one after another
 
In the field of household appliances, “one person eats” small household appliances have become a new favorite in the market.
 
According to the data of China Commercial Industry Research Institute, the market scale of China’s small household appliances reached 453.6 billion yuan in 2020, with a compound growth rate of 13.3% in the eight years from 2012 to 2020.
 
“The original ordinary rice cookers were prepared for three or four people. When stewing rice and cooking porridge, you can’t put too little rice and water, and you can’t finish a meal. Now you use this small rice cooker to make a meal.” said a shopping guide in a shopping mall.
 
Not only rice cookers, but also small household appliances such as one person electric kettle, fruit and vegetable juicer, mini refrigerator and so on.
 
The vast market attracts new and old players.
 
Jiuyang, an old brand, has launched a series of new small household appliances such as juicer, air fryer and cooking machine in recent years.
 
The person in charge said: “we found that small kitchen appliances with small capacity, high appearance value, easy operation and easy storage are very popular in recent years, and the use scenes are constantly enriched. From the kitchen to the living room, from the office to the hotel, from home to travel, we continue to adapt to the changes in the better use of consumers.”
 
New brands have emerged, such as Xiaoxiong electric appliance, Xinbao electric appliance and other players.
 
Small household appliances do not just reduce the specifications of traditional household appliances, but precisely redesign them for single people: simplify those unnecessary functions and increase some personalized needs.
 
The development paths of these small household appliance brands have several common points: fast and professional, detailed product categories, high appearance value and interesting, relying on planting grass on the line, etc.
 
2. Other derivatives
 
First, accompanying products
 
Sony of Japan has developed a special electronic dog to accompany diners to eat.
 
The first generation of e-dog did not develop any language and body functions, and could only eat with customers quietly.
 
Because of lack of temperature, this product is being tucked by customers, so SONY continues to make complaints about research and development.
 
By 2017, Sony had made a lovely and interactive e-dog.
 
Using AI technology, this electronic dog can not only show delicate emotions, but also give timely feedback according to each other’s response.
 
If you think the cost of e-dog is high, plush toys can also be used as an alternative.
 
Friends who have been to Haidilao know that if you are alone, the waiter will put a doll next to you.
  
In addition, with the help of artificial intelligence, emerging industries such as “chat” have also been derived, such as Google home, Amazon Alexa, apple Siri, baidu Xiaodu, Alibaba tmall elf, Xiaomi Xiaoai, etc.
 
Second, play products
 
In the entertainment scene, mini KTV also ushered in the outbreak period.
 
According to the data of China Commercial Industry Research Institute, it is expected that the offline Mini KTV market will reach about 200000 units in 2022, and the market scale will reach about 31 billion yuan.
 
Among them, take Mai song invested by the singing bar as an example, it has expanded more than 400 in three years, and the number of offline Mini KTVs in shopping malls and airports has accumulated more than 20000.
 
In addition to mini KTV, small apartment, one person travel package and other subdivided fields are also in the ascendant.
 
Under the “one person food” scenario, some brands can be interested. Behind it is the rise of the single economy. Consumers are eager for products that are healthier, more delicious, more warm and can meet their emotional needs.
 
In essence, one person food can be understood as the upgrading of the traditional business model, which makes “eating” more convenient, more interesting and more popular with young people.
 
The “lonely economy” derived from “one person eating” also drives the development of other industries, creates a huge consumer market, and is becoming a new wave.
reference material:
[1] The rise of Japan’s lonely Economy: from one-man food to tenant culture, youth windfall Development Association
[2] 2020 China’s takeout industry trend release: “one person’s food” supports a 100 billion market, guangming.com
[3] Economic data analysis of one person food: in 2021, 67.3% of Chinese consumers chose one person food restaurant, considering the types of food, AI media consulting
[4] Young people lying flat have propped up a “lonely economy” and blindly studied it
[5] “Empty nest youth” eat alone!   “Lonely economy” is in progress! Entrepreneurial expert
Author: Nicole; Source: consumer (ID: xiaofeijie316), reprint has been authorized. Reprint authorization and media business cooperation: Amy (wechat: 13701559246);
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