The incidence of insomnia is high, and many insomniacs have tried sleep aids, giving rise to a huge "sleep economy". In the face of the growing sleep market, industry giants accelerated into the game, entrepreneurs came to ...... all kinds of sleep aid products are endless, but the real efficacy is still being questioned.
Spray on the sleep spray, light aromatherapy candles, eat a melatonin gummy, with a good steam eye mask ...... This is 25-year-old Zhang Mingyuan every day before going to bed must go through the "four parts".
Survey results released by the China Sleep Research Association show that the incidence of insomnia among Chinese adults is as high as 38.2%, meaning that more than 300 million Chinese people have sleep disorders. Among them, more and more people like Zhang Mingyuan, began to try a variety of sleep aids, which gave rise to a huge "sleep economy". From pillow bedding to eye masks and earplugs, from medication to electronic sleep aids, the boundaries of sleep products are rapidly expanding, and continue to move towards the "high-end".
How much are consumers willing to spend for a good night's sleep? Can this industry be awakened by insomniacs to bring healthy sleep? Various types of sleep aid products are real and effective? Recently, the Workers' Daily reporter interviewed and investigated this.
Who is paying for sleep?
Zhang Mingyuan in Beijing, a company working in China World Trade Center, usually, from work back home to Tongzhou is already 8:00 pm.
At the end of the day and after completing a two-hour commute, Zhang Mingyuan is tired but always feels that these few hours at night are the only time that really belongs to her and that she needs to make the most of it. "Eating, playing with my cell phone, and catching up on dramas ...... feels like there's so much to do." Every day after lying in bed, Zhang Mingyuan need at least one or two hours to fall asleep.
According to the results of a survey released by the China Sleep Research Society, among insomniacs, young people represented by the post-90s, post-95s and post-00s have the most prominent sleep problems. 69.3% of young people said they would go to bed after 23:00, and 34.8% of them had a very long time to sleep, and it was difficult for them to fall asleep within half an hour.
These young people who can't sleep are the force behind the consumption of sleep products. Jingdong Big Data Research Institute released the "2019-2020 online sleep consumption report" shows that, from the consumption data, "95" users sleep consumption turnover growth is the highest, they are more out of the demand to improve the work and life state sleep consumption. Tmall data show that last year, "double 11" period, the number of people who bought imported sleep aid goods increased by 174% year-on-year. Among them, the post-00s growth of 434%.
Zhang Mingyuan calculated an account, she spends more than 3,000 yuan a year to buy sleep aids. "Melatonin doesn't work for me anymore, and sometimes I can't sleep even if I take two."
Zhang Mingyuan said melatonin is a lot of insomniacs regular supplies. The reporter learned that nowadays, the concept of sleep aid has long broken through the previous bedding restrictions, in addition to melatonin, steam eye masks, sleep aid latex pillow, sleep special earplugs, sleep aid spray and other sleep aid products are also recognized by the market. In some e-commerce platforms, the above sleep aid products are very hot, some products in the pre-sale stage can attract tens of thousands of people to order.
The sleep market has given rise to "black technology"
In the face of the growing sleep market, entrepreneurs come in droves. Eyeshot data show that the current market with "sleep", "intelligent sleep products", "sleep assistant" the three labels of the enterprise **** more than 200, of which more than half The company's business was founded after 2015.
At the same time, many large enterprises at home and abroad have also encoded the sleep market: Nokia announced the acquisition of the French health equipment manufacturers Withings; Apple's acquisition of the Finnish sleep monitoring manufacturer Beddit; Mengniu, Want Want, Wahaha, Coca-Cola and other companies have launched sleep drinks ...... sleep business The more you do it, the bigger it gets.
Some data show that this year, the market size of China's sleep economy will exceed 400 billion yuan, and is expected to exceed one trillion yuan in 2030.
Sleep market scale is rapidly expanding, the product is more diverse. Various types of sleep health care products, intelligent hardware and sleep services are emerging. Recently, the market has spawned a number of sleep technology products, such as sleep robot, sleep instrument, sleep light and other new products.
"Children can have toys if they can't sleep, but adults don't have good products to assist them in sleeping, and sleep-aid robots can satisfy adults' sense of freshness and lack of soul, and help adults sleep peacefully soon." In the domestic first released artificial intelligence sleep robot Zhongde Intelligence founder Jia Xiangsheng view, sleep robot is the "cradle" of adults.
The reporter noted that in recent years, the technological flavor of sleep products is getting stronger and stronger, and the price is getting higher and higher. To the market common sleep aid, for example, the price has been from the beginning of 100 yuan to thousands of dollars and even ten thousand yuan. But the high price did not stop consumers, many sleep products in the various platforms have broken ten thousand sales.
Sleep products can make people sleep well?
However, are the various sleep aid products really effective? Many people have doubts.
Since last year, a number of domestic beverage brands have been selling "sleep aid drinks" to promote sales in a new social retail way. But according to some consumers who drank the sleep aid drink reflected, did not feel much effect, the sleep or sleep.
In the field of sleep aids, an imported sleep aid that has been well received has also raised questions from consumers. According to the business publicity, the product uses transcranial microcurrent stimulation therapy, can improve insomnia, anxiety, depression. But some consumers actually experience said: did not find its help to fall asleep.
In this regard, Dr. Xu Jie, director of sleep research at Beijing High-Tech Hospital, said some sleep aids on the market, such as sleep meters, sleep sprays and sleep eye masks, do not have enough clinical research evidence and cannot be used as a regular complementary treatment for insomnia.
In terms of drugs, the reporter learned that the current clinical treatment of insomnia drugs mainly include benzodiazepines, melatonin and antidepressants with hypnotic effect.