Catering to a growing population of singles

Huang Yiling still recalls how she was so upset she almost cried when the staff at an upscale restaurant in Shanghai refused to serve her during her 23rd birthday two years ago.

Huang, who wanted to dine alone as a birthday treat to herself, said she made a booking for a table for two because customers were not able to reserve just one seat.

Upon her arrival at the restaurant, the manager explained that one consumer could not occupy a space for two that was expected to generate an average revenue of 1,200 yuan ($183). To the manager, it was all about making the most efficient use of space.

Huang said she has since that incident managed to dine alone at many other similar establishments.

"The dining sector is becoming more single-friendly today. I see more diners like myself sitting alone at a table for two and eating two or three dishes," said the owner of a studio that does fashion styling.

According to Euromonitor, the number of singles in China grew 16 percent from 2012 to hit 77 million in 2016. This figure is expected to further expand to 92 million in 2021.

This phenomenon has in turn compelled merchants to cater to singles. For example, travel agencies today have rolled out "travel alone" packages and discounts that formerly only applied to tour groups. Even Ferris wheel operators in Shanghai are providing specific capsules for such single customers.

Companies have also introduced downsized versions of home appliances, furniture and kitchen wares to cater to single customers.

According to Tmall, an e-commerce platform, sales of mini washing machines that are meant for one person reached 1 billion yuan in 2016, triple the sum two years earlier. In addition, sales of rice cookers for one person have increased by about 240 percent in the past year.

Promotions have also been tweaked to better cater to single customers. Lin Zichun, a shop assistant with a cashmere brand in Shanghai, pointed out that the common "buy one get one free" promotions are often not attractive for single consumers who do not need to buy so many items at a time.

Today, the shop also offers discounts more suited to such individuals, such as enjoying 30 percent off the purchase price if one buys the same product in different colors, as well as loyalty programs and special birthday offers.

According to research by the Boston Consulting Group, single consumers are no longer stigmatized as selfish loners. Instead, they are now widely accepted as people who choose a particular lifestyle that is focused on their own needs and desires.

Mintel China stated in a report that brands looking to attract single consumers who wish to spend on themselves need to find ways of making these people feel comfortable about their situation.

The consultancy forecasts that experiential consumption by this particular group of consumers would also increase in the coming years.

Indeed, travel platforms such as Booking.com and Ctrip have already begun seeing an increase in the number of customers booking solo trips.

Tao Yushan, a 29-year-old human resources specialist, said that she has found traveling alone to be an enjoyable experience ever since she started living by herself.

"Varieties of accommodations are expanding - you don't have to check into standard, star-rated hotels and find yourself surrounded by families," she said.

"Nowadays, single travelers have more options, such as spending a few days in a small boutique hotel that is not usually the destination of choice for travel groups."