Microparticle people.
Editor’s note: This article is from WeChat public account “Li Meng” (ID: imslimeng ), author IMS founder Li Meng.
A previous addictive consumption is a legal “blackmail” The readers responded quite a lot. In fact, the first driving force behind business is often not a product or brand, but a profound spiritual motivation and emotional impulse.
Here, I want to change my perspective and talk about another economic form under the stimulation of mental emotions – the lonely economy.
Recently, I have heard a saying many times: “Lonely economy” is creating a huge market of 3 trillion.
It sounds very appealing, and the specific business logic, I will do a little bit of combing:
There is a famous saying in “One Hundred Years of Solitude”: Life has never left loneliness and existed independently. The glimpse of life always has the trace of your single shadow.
OK, in today’s business context, there is a vernacular: Your loneliness is already someone else’s business.
You said that after 80, you lamented loneliness, maybe you still understand, walking and walking, people are in middle age, a person has been working for too long, and there is nothing to say to the people around him.
After 95, after 00, they especially enjoyed loneliness. They have a “lonely benevolent” mentality. Instead of composing themselves in the crowd, they would rather choose loneliness.
The data of the Ali Research Institute shows that among the 95s and 00 people, the proportion of people watching movies is as high as 54%, and the rate of one person’s take-away is 33%… So, the Ali e-commerce system begins. Push one person to eat, one person to rent, one person to travel, one person hot pot and mini appliances, self-singing and so on. This is a “single-player live mode” and a new business layout.
More dimensions of “lonely economy” data began to appear in large numbers, such as:
1) The “Statistical Bulletin on the Development of Civil Affairs in 2018” issued by the Ministry of Civil Affairs shows that the number of single adults in China exceeds 200 million, including more than 77 million adults living alone. Even if half of them are taken as the market base, estimate the monthly per capita consumptionThe fee is 3,000 yuan, and this market will exceed 3 trillion yuan.
2) Data shows that 80% of lonely people spend at least 1,000 yuan a month to solve loneliness, and some even buy more expensive related spiritual products or services. At present, the consumption scale of the domestic pet market alone is close to 200 billion yuan, involving 70 million pet users, and evenly distributed after 70, 80, 90, and 00, showing the generality of such consumption trends.
3) The “China Empty Nest Youth Book” published by Ali E-commerce shows that lonely people are mostly distributed in high-paying occupations. These people not only have higher consumption power, but also have more open consumer attitudes and more decisive consumer behaviors. I have money and leisure, and I am embarrassed about myself.
4) In 2017, the US group took out 130 million single people; in 2018, the total number of domestic game users reached 626 million. Online games are an important way to solve loneliness, and single users contributed more than half of sales. In 2019, singles chose to travel on the “Chinese Valentine’s Day” to increase by 48% year-on-year.
……
Smart speakers have a global sales volume of tens of millions in a quarter. Nothing, you can chat with it and explain the loneliness, which is especially interesting.
Apple voice assistant Siri is a projection of the “lonely economy”, siri storytelling, siri dialect, siri rap… continuous iterative upgrade to meet the user’s inner desire.
The “lonely economy” is becoming a new commercial booster engine. There is no doubt about it. Because of loneliness, you and I are becoming a “microparticle person.” what does this mean?
I don’t know if you have thought about a question: If you buy anything, talk to your husband and wife, parents and children, then your purchase behavior can not truly reflect your propensity to consume, brand preferences, about your various consumption Big data is distorted.
Because of loneliness (or loneliness), your purchase behavior truly expresses yourself, and all kinds of consumer big data will know you deeply.
Lonely makes you more realistic. Under big data monitoring, think about your Weibo number, micro-signals, various consumption data, where every day, appearance features, gait characteristics, and even writing articles. The habitual characteristics of the words, etc., are like particles under the microscope, which can be clearly seen and recognized.
“Lonely economy” makes you a more “virtual person” with more commercial value, and hundreds of millions of “microparticle people”=”” data-original-title=”” title=”” data->5, Create identity needs
When you are a little shocked by the blind box, you are very young, at least you have a young heart, this is your identity signal. Why is the electric toothbrush product no better, and it is difficult to make a brand? Because it is too private, others can’t see it. Why are Apple headphones particularly easy to get popular? Others can see at a glance, knowing that the brand represents your identity and taste.
Now, it is no longer possible to describe the “lonely economy” with “window” because it is a deeply rooted mental state of humanity.
The business opportunities of the “lonely economy” will surely spread to the periphery, stimulating the continuous evolution of Internet technologies and business models.
Only business can make a better fit with your loneliness.