Core Insights - The rise of the "single economy" is characterized by strong consumer autonomy, high quality demands, and significant emotional value attached to purchases, with over 40% of consumers identifying as "self-pleasing" [1] - The evolution of consumer society is segmented into four eras, with the current "fourth consumption era" starting in 1998, reflecting a shift towards individual and social tendencies [1] Group 1: Emotional Companionship Industry - The pet economy is thriving, with expanding markets in pet food, healthcare, and supplies, providing emotional comfort and companionship for individuals [4] - Virtual social platforms, including gaming, live streaming, and AI chat, serve as important outlets for emotional connection and social enjoyment for singles [4] Group 2: Personalized Consumption Industry - Single-person dining establishments, such as solo hotpot restaurants, create a comfortable dining atmosphere for singles to enjoy food [7] - Customized travel experiences cater to single travelers' interests and schedules, enhancing the uniqueness of their trips [7] - The emergence of single apartments offers independent, private, and comfortable living spaces for single individuals [7] - The self-improvement sector is booming, with vocational education and skill training helping singles enhance their workplace competitiveness [7] Group 3: Experiential Scene - New business models like single cinemas and capsule hotels cleverly transform "loneliness" into a unique selling point, providing distinctive experiences for single consumers [9] - Technological innovations, such as big data analysis and smart home solutions, enhance convenience and lifestyle management for singles [9] - VR social platforms offer immersive interaction experiences, expanding social boundaries for single individuals [9]

Core Insights - The core viewpoint is that China's economic, demographic, and consumption patterns are undergoing more drastic changes than Japan's, with the potential for the fifth consumption era to emerge in China earlier than in Japan [1][2]. Economic and Demographic Changes - China's economic growth rate is twice that of Japan, and the aging process of its population may occur even faster [1][2]. - The rapid development of the internet economy and e-commerce is a significant factor driving these changes [1][2]. Consumption Era Framework - The author categorizes consumption changes in Japan into four eras: 1. "Emergence of the Middle Class" (1912-1937) 2. "Family-Centric" (1945-1974) 3. "Individual Expression" (1975-1997) 4. "Shared Values" (1998-2020) [2]. - The fifth consumption era is defined as occurring from 2021 to 2043, focusing on spiritual fulfillment and community belonging rather than mere material possession [3]. Core Concepts of the Fifth Consumption Era - The concept of Well-being is central to the fifth consumption era, with consumer behavior revolving around seven S's: 1. Slow 2. Small 3. Sociable 4. Soft 5. Sustainable 6. Sensuous 7. Solution of Social Problems [3]. Shifts in Consumer Values - New generation consumers are shifting their values from competition and success to personal quality of life and inner satisfaction [4]. - The consumption trends in Japan are breaking age and gender boundaries, with single-person households expected to double the number of core families by 2040 [4]. Lifestyle and Consumption Patterns - The evolution of consumer behavior is described as "home-individual-street," indicating a shift towards mobile living spaces and a preference for convenience [4][5]. - Young people are increasingly adopting a "flea market" lifestyle, valuing leisure and self-exploration over traditional work ethics [5]. Reflection on Consumption - The author emphasizes that true consumption is a slow-paced behavior, reflecting a return to traditional values where people seek intimacy and sustainability in their lives [6].