China's single population exceeds 200 million, and the "single economy" has become a trillion-dollar market

"Giving gifts and dating sweetly, Tanabata is an opportunity to care for each other and accompany each other in a busy life." On August 18, Zhao Yonglin, who was picking roses at a flower shop in the southern suburbs of Xi'an, told reporters with a smile. He booked his favorite "Cosmic Blue Hug Bucket" to give his girlfriend a "small surprise" during the Tanabata Festival on August 22.

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In recent years, with the continuous deepening of the excellent traditional Chinese culture, as a traditional Chinese festival, Qixi Festival has increasingly become an important festival for Chinese people to enjoy romance and express love. According to data released by Douyin e-commerce in 2022, the sales of Qixi Festival roses increased by 402% compared with Valentine's Day.

It is worth noting that the number of male gifts has increased significantly. According to data released by the professional e-commerce big data analysis platform "Alchemy Furnace", in July this year, the number of reviews of Qixi men's applicable products (that is, the number of times this indicator is mentioned in e-commerce reviews) increased by 472% year-on-year. In the beauty and skin care industry, men's facial skin care soared to second place.

Imported flowers are sought after

Consumers love red roses

Near Qixi, Mr. Yang, the owner of a flower shop on Guangda South Road, specially entered Ecuadorian roses and placed them neatly in front of the store, "This is a foreign flower, you see that the packaging is in English, we can't understand it." Boss Yang told reporters that Ecuadorian roses cost 230 yuan a box, a box of ten sticks, if you need to package, you have to add another 100 yuan manual fee.

"Ecuadorian roses, you usually can't buy them, we only buy them on Qixi, they are all flown in from Shanghai." Boss Yang said that this time he entered fifteen different colors of Ecuadorian roses, with more than 600 boxes. "Qixi flowers have a large sales volume, even if the price is higher, it is in short supply," said Boss Yang. During the interview, UU errands kept going to Boss Yang's store to get flowers. The reporter counted that in just half an hour, 6 errand runners came to the door to pick up flowers.

According to the "2023 Qixi "Flowers" and "Smart" Language Consumption Observation" released by the Jingdong Consumer and Industry Development Research Institute, red roses are the most purchased flower products by consumers, while the sales of new styles of roses have increased more. Spray rose, Scottish green rose, black knight rose, cappuccino rose, yellow rose and pink rose became the flower products with eye-catching sales growth month-on-month, with increases of 273%, 220%, 160%, 113%, 99% and 78% respectively.

Equally popular along with flowers is lipstick. On the Qixi lipstick hot selling list and lip stain hot selling list released by Tmall, the top two products have sold more than 10,000 pieces in the past seven days, and the first place has sold more than 20,000 pieces.

The rise of the "other economy" accelerated

Men's skincare set is on sale

"My boyfriend never pays attention to skin care, and his face is wrinkled!" On August 15, Ms. Zhao, who was buying a brand of men's milk from Watson's, told reporters that she bought skin care products for her boyfriend as a Qixi gift. Ms. Zhang, who also chooses skin care products for her boyfriend, has a more romantic expression: "Facial cleanser and water milk are things that my boyfriend uses every day, and I hope he will think of me when he uses it."

According to data released by Tmall, the top three men's gift boxes on the Qixi men's gift box hot sales list are all men's skin care sets, with sales of more than 6,000 sets in the past seven days. Shavers are the preference of middle-aged men, and in the Qixi razor gift box hot sales list, the top three have sold more than 10,000 pieces in the past seven days, and the first place has sold more than 90,000 pieces in the past seven days.

In recent years, the potential of the men's cosmetics market has begun to be noticed. According to the "Trend Catcher 2022-2023 TikTok Annual Consumer Trend Insights" released by TikTok for Business, the market share of men's skin care makeup reached 32.9 billion US dollars in 2022, and male users' interest in skin care makeup increased by 21% compared with last year. According to the forecast data released by the Prospective Industry Research Institute, the average annual compound growth rate of China's male skin care products market from 2021 to 2026 is 15.88%, and the overall market size is expected to reach 20.7 billion yuan in 2026.

One person can also revel

The "single economy" has become a trillion-dollar market

The reporter saw on the Maoyan platform that a total of 8 films were released on Qixi Day. Taking the movie "Forgetting" that Maoyan wants to see the first place on the list as an example, according to the reporter, many solo moviegoers bought tickets for this film released on Qixi. A single person said on Weibo, "Watching a movie alone for the festival is also a kind of beauty."

Some restaurants have also come up with their own ideas, offering a Tanabata set menu in addition to the regular Tanabata set menu. For example, W Xi'an · FU Xiaobu Hotpot Restaurant launched Qixi Single Buffet Dinner, and Xi'an Jingkai InterContinental Hotel Yuan Coffee All-Day Dining Restaurant launched the beloved Qixi Single Buffet Dinner.

Data show that in China, there are more than 50 million single people who eat alone and watch movies alone. According to data released by the National Bureau of Statistics, by the end of 2022, the number of single people in the mainland has reached 240 million, accounting for 17.14% of the total population. The "2021 Third Quarter Enterprise Development Data Report" shows that the single economy is ranked alongside the lazy economy, the beauty economy, and the healthy economy, becoming one of the four major trend economies, and the trillion market is beginning to appear.

Photo handmade fashion

Record the romantic days of youth

During the Qixi Festival, in addition to the regular activities of eating and watching movies, some couples will also choose to take a set of photos in the photo studio to record this romantic day.

A few days ago, Ms. Zhang purchased a 520 yuan couple photo package, which included 18 retouched photos. Ms. Zhang said: "We were late for the shoot, and we needed to wait two weeks for the photo refinement, so we definitely won't be able to catch up with the Qixi Festival to send a circle of friends." The photography agency where Ms. Zhang took photos is located on Fengcheng 2nd Road, and the boss told reporters that there were 83 orders in July, and from the beginning of August to the 19th, there were already 82 orders, basically all of which came to take pictures on Qixi.

Carpentry, pottery, quartz sand painting... DIY handicrafts are also the "new favorite" of holiday couples. The reporter found that the Xiaohongshu App has more than 7.15 million notes on "handicrafts", of which handmade shop exploration sharing accounts for half of them, and the article said that handmade is "a romance that belongs only to two people".

"Couples love handicrafts, and our store has an average of nearly 30 customers a day, with an average daily sales of about 5,000 yuan." A store manager specializing in quartz sand paintings in the southern section of Hanguang Road told reporters. According to the reporter's statistics, in Xi'an alone, there are nearly 200 handicraft shops registered on Dianping.

The charm of handmade works lies in the common creative process, which is unique and can be preserved for a long time. A handicraft shop owner told reporters: "Every couple will cherish the crystallization of their own creation, which is a love that will not disappear."

Source: Xi'an Evening News