Looking at the “Double 11” is coming again. Prepare you for “shopping”. Do you want to know what to put in the shopping cart? Would you like to have a calculator ready to see how you can buy the most value?

Maybe, some people don’t have to worry about it, because they can’t escape the “double 11” design for them in all directions, no dead ends, and wonderful design. Because – they are single nobles.

There are some reports and data that are in front of many Internet entrepreneurs. At the end of the Internet economic dividend period, entrepreneurs are starting a new round of market segmentation:

At the end of May, Zhenai.com and Aurora Big Data have released single-person survey reports. Among them, Zhenai.com’s report shows that China’s single population has reached 240 million. The Aurora Big Data report shows that among the singles surveyed, the 20-24 age group accounted for the highest proportion, up to 57%.

In the single population, males accounted for 59%, and women accounted for 41%, of which 64% were office workers. 47% of single people think that they are single because the social circle is too narrow. At the same time, some survey reports show that single people are gradually becoming the main force driving consumption, and it is a veritable “single aristocrat”.

According to the “Lonely Economy” white paper released by the pulse, 57.69% of the single people said that they would consume in order to solve the loneliness; more than 70% of the people who spent 1000-5000 yuan per month for loneliness.

These consumptions involve entertainment, leisure, dining, travel and many other aspects. Therefore, single users and lonely groups are becoming the targets of many Internet companies and APP applications vying for “grab”.

So, behind the logic of “getting a single person to market”, what kind of hobbies and consumption concepts are exposed to single people? Are their money earned?

Playing games, chasing foreign dramas: socializing in the clouds

“Single people have too much time to spend.”

Hu Jie is a post-90s entrepreneur. Three years ago, he and his friends founded a small company in Shenzhen that is engaged in the research and development and operation of social applications. He has also launched many social applications based on interests and topics. . However, after the launch of the product, it basically fell into the sea.

He told me to understand the notes. I saw a news report on the Internet at the beginning of this year, saying that nearly eight people in the game house became singles. They used the game to kill time every day., consumption, beauty.

In the past year, the reading volume of these accounts has been ever-changing, and it has always caused her and her entrepreneurs to have a cold sweat and surprise.

“Recently there are a lot of content organizations around, they are doing movie, fan drama promotion, and some even provide downloads.” She told me to understand the notes, compared to single otaku love to play games, single house hobby, Absolutely a variety of foreign dramas, Korean dramas and European and American movies.

Therefore, Sally and the team decided to reduce the workload of some text class public accounts and began to incubate the short video “public number” related to movies and drama topics. What surprised her was that at the moment when the media dividends subsided, the new number of team incubations was “hot”, and every day new users were added to the four-digit speed. “Just do it. The characteristic of a single house girl love drama is to transform potential energy.”

Game, drama, shopping, has become a weapon for single groups to kill lonely time, and the resulting new application has become a way and means for single groups to try to “get out of the single”.

So, in addition to playing games and watching movies, are there any other hobbies that can bring opportunities to entrepreneurs?

Business Opportunities on the Tip of the Tongue – Food

“Whether it’s playing games or watching a show, you’ll always be hungry if you stay up late.”

A Heng, a co-founder of a wearable device startup in Shenzhen, suddenly decided to leave the company that had struggled for nearly four years in the middle of last year. At the beginning of this year, he quietly started a catering business near Zhujiang Road, Shantou’s hometown. He told me to understand the notes. At the time, this decision not only surprised colleagues, but also made many friends and relatives around them feel incomprehensible.

The most incomprehensible thing is that Aheng’s restaurant has a small facade and is located in a large residential area. It does not have a seat or a dine-in service. The business hours are even more strange. They only open after 21:00 in the evening and close until three or four in the morning.

“What I want to do is the day and night business of a single otaku house girl, and it is only sold through the platform, there is no dine.” As a senior house, A Heng knows that single people play games and chase dramas. Pain point, every time after ten o’clock in the evening, many otaku, house girls will start to hungry.

However, it is definitely quite difficult to get these people out of the house and stay up all night without being accompanied. Therefore, it is the best way for this group to fill the stomach, solve the problem, and dispel the emptiness. “I studied the tastes of local young people, and they all made fried food and barbecue, not only promised three kilometers around. On-time delivery within the scope, the key is to send before 4 o’clock in the morning.”

Since he “opened up” on the takeaway platform, the business was very good. Even on weekdays, many users place orders at one or two in the morning. In his view, if you are starting a business in Guangzhou and Shenzhen, the business may be relatively hot, but the cost must remain high. Nowadays, in the small gimmicks, not only the business is hot but also the cost in all aspects is far lower than that of the first-tier cities.

Sinking market, single people, online demand for catering, entertainment, shopping is not big? According to the Aurora Big Data report, the proportion of single people in second- and third-tier cities is much higher than that in first-tier cities, reaching 19%. According to QuestMobile’s survey data, users who spend between 200-1000 yuan at night take-out service account for up to 49.2. %, while second- and third-tier cities accounted for 21.4% and 19.9% ​​respectively, and the main consumers were 19-24 years old.

“Before the payday, everyone is ashamed. Otherwise, the nightlife of a single aristocrat can not stay up late.” A Heng said that this is why he gave up his original career and returned to his hometown to focus on the day and night.

There is no such thing as a single, but also pondering the business of the single aristocrats on the tip of the tongue, as well as Li Min (a pseudonym) in Zhuhai. As a senior foodie, Li Min believes that many single people do not open the stove to cook, and take-out is undoubtedly the first choice, but the daily call for take-out has also caused this group to have a lot of pain points.

“They have a takeaway at the company at noon, and they are basically called takeaway at night. It is estimated to be annoying too.” Therefore, she launched a four-season menu for lunch, and for lunch, The menus for supper and supper are different, and the demand for single nobles is also considered, providing more and more detailed choices.

Li Min revealed that he only focused on “middle and high-end users.” Because onlyThe food is fresh enough, the taste can directly hit the taste buds, and the price is slightly higher. These users can also accept it. “Several single friends told me that they spend about half of their monthly expenses on food delivery and food, which is the annual salary. The 300,000 Lord is really exaggerated.”

Maybe, only food can cure loneliness. Many single otaku and housewives are more willing to work hard to eat. Then, in addition to the entertainment, social applications, and food in front of the single group, what other e-commerce models accurately position the needs of single people to buy, buy and buy?

In order to “exquisite life,” you have to carry it down

“To be honest, single people have little life pressure, so spending money is easy to make a big deal.”

Liu Wei is a partner of an MCN organization in Shekou, Shenzhen. The e-commerce live broadcast platform, which was established in 2016, has recently begun to make new adjustments to the content of the live broadcast – launching customized live content for single “nobles”.

What is the name inside? Liu Wei told me that I understand the notes. Although it sounds very professional and very high-end, it is actually the adjustment of the anchor’s design, wording, and the types of e-commerce products sold.

For example: Regardless of whether the anchor is single or not, the caliber of the live broadcast is single (or just lost), attracting more singles, divorced users to follow and follow.

” Moreover, there must be an elegant arrogance in attitude, and I will show myself in a single, proud image, fully demonstrating my own self-reliance and strong inner spirit.” Liu Wei said that in recent years, the e-commerce live broadcast industry is highly competitive. Therefore, the company began to plan to tap the consumption power of the single group and make market differentiation. “Single men and women are lazy, not to mention shopping and gathering.”

After all, many single people have no family, parenting pressure,Most of them don’t even have mortgages and car loan pressures. Therefore, in terms of consumption, the spending is more unconstrained. Pay attention to the fact that “there is a lot of money to buy.” Life requires “exquisiteness”. “Single men and women want to make themselves more refined. Some, show the side of a strong woman, a female white-collar, and a fashionable man.”

Therefore, their adjusted live content, recommended are also some fashionable fashion, casual consumer goods, such as imported for girls, joint venture brand skin care products, cosmetics and apparel, street fashion clothing for boys, tide shoes And wearable electronic products, etc. “In fact, single people who can accept these contents have a common psychological commonality.”

Liu Wei analysis, although the single family is a little lazy, even awkward, but many people still hope that through the exquisite appearance, the trend of life attitude, let themselves “dismissal” as soon as possible. Even if users voluntarily choose to be single, social opinion and family resistance will put pressure on them. These reasons can all be new business opportunities.

” Nowadays, the organizations that mainly do live broadcasts for single groups have begun to increase, and the emphasis is on spending power.” She told me to understand the notes. According to the current market research data of the company, single women are wearing makeup every month. The cost of exquisite consumption such as skin care, beauty, and clothing can account for one-third of its income. As for single men, because they have a strong curiosity about any trendy things, they mainly focus on two points in consumption: one is the collection of tide shoes and tide clothes, and the other is the iterative update of electronic products.

“The frequency of many boys changing mobile phones, wearable watches, and smart headphones is much higher than that of girls, so we are also getting involved in the live broadcast of smart digital products.” Liu Wei added.

Conclusion


Multiple data shows that China currently has about 240 million single people. In the eyes of many entrepreneurs and Internet companies, this group has become a “noble” with idle and rich money. Any consumer behavior can be explained by “dissolving loneliness” and can be a foothold for new products and new applications.

In particular, the 20-30 age group of single people, because they do not have to bear family expenses, have greater freedom of consumption, and even often impulse spending, are willing to pay for curiosity, and become the focus of the “business”.

In the current “lean” Internet dividends, how to dig deep into user needs and study the characteristics of market segments has become the core of the most valued entrepreneurs. These entrepreneurs think about the ideas and measures for earning a single house “pocket”.