As China's demographic dividend rapidly declines, labor costs have surged significantly, and the concept of "no one" has quickly gained traction, becoming a trending topic in the digital age. Industry experts suggest that the "no one economy" is a growing trend, but it will take time before it fully materializes. They also emphasize that its impact on employment should not be overestimated.
The "no one economy" model, though gaining popularity, still faces numerous challenges. A new term has recently taken the internet by storm—“no one economy.†From buying snacks at an unmanned convenience store, to singing in a mini-KTV, or working out at a self-service gym, these scenarios are now common among urban youth.
During this year’s “Double 11†shopping festival, “no one shops†became a major focus for e-commerce giants. For instance, JD.com showcased unmanned supermarkets, smart convenience stores, autonomous warehouses, and delivery drones, all leveraging cutting-edge technology.
In fact, the idea of a no one economy predates our current understanding. In the late 20th century, vending machines were early examples of this concept. Today, under the influence of Jack Ma’s unmanned supermarket, the no one economy has exploded in popularity, becoming a buzzword in the digital era. However, defining it precisely remains challenging, as there is no universally accepted definition online.
The unmanned economic model represents the digitization of commercial processes through IoT technology. It transforms traditional retail by redefining the way businesses operate, enabling a shift from human-centric to tech-driven models. With China's shrinking workforce and rising labor costs, relying on human labor is becoming less sustainable. Unmanned operations, therefore, appear increasingly viable.
This trend is particularly evident in China, where numerous unmanned retail brands have emerged. Besides major players like Alibaba, JD.com, and Suning, many startups and even food brands such as Yili and Wahaha have entered the space, mostly driven by internet companies.
According to McKinsey, the development of China’s unmanned economy is fueled by three main factors: First, the vast size of the Chinese market and its large, young, and tech-savvy population create ideal conditions for digital business models. Second, China has not only produced leading digital giants but also built a thriving digital ecosystem. Third, supportive government policies have helped foster the growth of the unmanned economy.
But does the rise of unmanned stores and vending machines truly enhance the consumer experience? Yang Jianhua, president of the Zhejiang Social Society, argues that there is no fundamental conflict between the "no one economy" and the traditional "manned" economy. Both aim to serve people. Although current technologies in the unmanned sector may not yet be perfect, and the promises of convenience and affordability are not always met, the model can reduce operational costs and benefit consumers. This is an inevitable trend.
However, some industry professionals remain cautious. They highlight that in certain sectors, security is the top concern. For example, while unmanned gas stations may save labor costs, they pose significant risks due to the flammable nature of fuel. These dangers require professional oversight, which machines alone cannot provide.
Regarding the impact of the rapid growth of the "no one economy" on employment, Wu Yuxi, executive vice president of the China Industrial Internet Research Institute (Zhejiang), states that while it is a trend, it will take time to fully develop. The effect on jobs should not be overly worrying, as this business model must first integrate into daily life and achieve full commercialization. It will need to pass long-term market tests. While this new format reduces labor needs, it may also create new types of jobs in the future.
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