With the aging and declining birthrate, the single population has increased, and the “one-person economy” in the form of one person eating and one person traveling has gradually emerged in China. In Japan, where the proportion of single people is higher, the one-person economy has already become a mature industry and has developed a variety of forms.
In Japan, as the unmarried rate increases, the number of “one-person households” in which one person lives is increasing. According to the Statistics Bureau of the Ministry of Internal Affairs and Communications of Japan, there were 11.23 million one-person households in Japan in 1995, and 18.41 million by 2015, compared with only 50 million households nationwide. The proportion of one-person households in Tokyo is even higher, reaching 47% in 2015.
The increase in one-person households drives consumption by one person, which in turn constitutes a one-person economy. In terms of home, sales of kitchen utensils for one person, such as one casserole, one rice cooker, one barbecue, one chicken skewer roaster, etc. are promising; waterproof TVs that can be watched in the bathtub for a long time are also popular with singles; Larger animal plush toys are also popular products aimed at singles. In November this year, Sharp Corporation introduced an advanced automatic cooking pot, which is especially suitable for singles who are not good at cooking. As long as the ingredients and seasonings are placed in the pot according to the requirements, you can make delicious meals, and It can be said that the price of 45,000 yen (about 2900 yuan) is not cheap.
Japan’s service industry has generally developed a sense of understanding the psychology of individual consumers and strived to provide services suitable for one person’s consumption. For example, singles can learn a lot in their spare time. Kitato Flour Mill in Ikebukuro, Tokyo has opened a classroom for making soba noodles. Participants can operate it by themselves. The fee for one study is 3660 yen. In addition, ceramic art classrooms, flower arrangement classrooms, calligraphy classrooms, and dance classrooms are available throughout Japan for singles. One-person sports are also welcome, such as one-man tennis, 4 minutes of practice, the machine issues 60-70 balls, and costs 300 yen. It is said that humans and machines are more comfortable playing against each other, and the machine serves professionally, can get good practice without having to worry about the situation of the opponent.
Even monasteries also participate in the one-person economy, providing scripture writing and meditation services. For example, Honshuin, located in Ota-ku, Tokyo, has a copy of the Heart Sutra. There are two postures to choose from. You can write while sitting or sitting on your knees. It takes about two hours to copy the scriptures. After the scriptures are finished, the monks read them aloud. After listening to the scriptures, the writer seems to have experienced a spiritual baptism. It costs 1,000 yen to write a scripture. As for meditation, some temples charge fees, some do not charge fees, and the fees are more favorable, such as 500 yuan for snacks and tea.
If one can understand the economic form of the above-mentioned person better, the following two are somewhat unbelievable. For example, a company in Kyoto called CercaTravel ingeniously launched single women’s wedding services. They believe that it is not necessary to wear a wedding dress when they are married. Many single women do not want to get married, but want to wear a wedding photo to take pictures and leave their beautiful figure. Another is a lover’s hotel. Due to the downturn of Japanese lover hotels in recent years, they have begun to make business unexpectedly better through one-person accommodation projects. Single aristocrats come to the lover’s hotel to experience the luxurious and romantic atmosphere. As an alternative reward for themselves, it seems to have no interest.
One-person food and one-person tourism, which have already emerged in China, have become very common in Japan. reporter’s home near a rice ball shop is very popular, there are often long lines in front of the shop. In addition to the deliciously cooked rice balls, the secret of high popularity is also characterized by counter seats. The owner told reporters: “There are more and more guests eating alone. The counter seats are convenient for a single diner. Moreover, the counter seats allow guests to eat alone without feeling lonely. People who do not know each other sit side by side to eat together. , It feels very lively. I chat with guests from time to time, and many guests have become regulars. ”
One-person consumption also brings huge business opportunities to industries such as tourism. For example, in the past, various tourist programs in Japan were mostly set up by two or more people, but now one-person tours are very popular. Women and the elderly are the main force of one-person travel consumption, because in general, they are rich and free groups. knows a 30-year-old female Japanese magazine editor and set herself a goal of traveling once a month in Japan and going to at least one country a year. In addition, forty-five-year-old housewives hold economic power in their hands. After the task of raising children is completed, they “go after freedom” and start to look out of the world. OZmall, a travel company, surveyed 600 women in Tokyo and found that more than half had traveled alone.
A few days ago, experienced the trip to Izu Oshima planned by Tokai Steamship Company. About half of the participating tourists traveled by themselves, took a high-speed steamboat, stayed at a hot spring hotel, and enjoyed two meals. The total is 17,000 yen, and the price is more favorable. One of the travelers who traveled was a sixty or seventy year old, and a twenty or thirty year old woman. The reporter visited a 130-year-old coffee shop during the trip. On the same day, the owner who claimed to love music was in the store with one of his singer friends. When they learned that the reporter was a Chinese, the two improvised and sang a song “Chinatown” by the well-known Japanese singer Yasushi Eki. One person spending and one person traveling will produce some fresh acquaintances, which may be one of the reasons for the rise of one person’s economy.