The incidence of insomnia is high, and many people who suffer from insomnia try sleep aid products, which gives birth to a huge "sleep economy". In the face of the growing sleep market, industry giants have accelerated their entry, and entrepreneurs have poured in ... Various sleep-aiding products have emerged one after another, but their real efficacy is still questioned.
Spraying sleeping spray, lighting scented candles, eating a melatonin fudge, and wearing a steam eye mask … these are the "four steps" that 25-year-old Zhang Mingyuan must go through before going to bed every day.
The survey published by the China Sleep Research Association shows that the incidence of insomnia among adults in China is as high as 38.2%, which means that more than 3 million people in China have sleep disorders. Among them, more and more people, like Zhang Mingyuan, began to try various products to help sleep, which gave birth to a huge "sleep economy". From pillow bedding to eye patches and earplugs, from drug-assisted to electronic sleep AIDS, the boundaries of sleep products have expanded rapidly and are constantly moving towards "high-end".
how much are consumers willing to spend for a good sleep? Can this industry awakened by insomniacs bring healthy sleep? Are all kinds of sleep aid products true and effective? Recently, the reporter of Workers Daily interviewed and investigated this.
who is paying for sleep?
Zhang Mingyuan works in a company in Beijing International Trade Center. Usually, it is 8 pm when he returns home from work in Tongzhou.
After a day's work and a two-hour commute, although Zhang Mingyuan is very tired, he always feels that only these hours in the evening are really his own time, so he needs to make good use of them. "Eating, playing mobile phones, chasing dramas ... I feel that there are many things to do." After going to bed every day, Zhang Mingyuan needs at least one or two hours to fall asleep.
According to the survey results published by the China Sleep Research Association, among the insomniacs, the sleep problems of young people, represented by the post-9s, post-9s and post-s, are the most prominent. 69.3% of young people said that they would not go to bed until after 23 o'clock, and 34.8% of young people fell asleep for a long time, so it was difficult to fall asleep within half an hour.
These young people who can't sleep are the new force in the consumption of sleep products. According to the Online Sleep Consumption Report 219-22 released by JD.COM Big Data Research Institute, from the consumption data, the turnover of sleep consumption of "post-9s" users increased the most, and they mostly spent their sleep for the purpose of improving their work and living conditions. According to Tmall data, during the "double 11" last year, the number of people who bought imported sleep AIDS increased by 174% year-on-year. Among them, the growth after reached 43.4%.
Zhang Mingyuan calculated an account. She spends more than 3, yuan on sleeping aid products every year. "Melatonin has no effect on me, and sometimes I can't sleep after taking two."
Melatonin mentioned by Zhang Mingyuan is a common product for many insomniacs. The reporter learned that at present, the concept of sleeping aid has already broken through the restrictions of previous bedding products. In addition to melatonin, steam eye mask, sleeping aid latex pillow, special earplugs for sleeping, sleeping aid spray and other sleeping aid products are also recognized by the market. On some e-commerce platforms, the above sleep aid products are very popular, and some products can attract tens of thousands of people to place orders in the pre-sale stage.
The sleep market gives birth to "black technology"
Faced with the growing sleep market, entrepreneurs come in droves. According to Tianyancha data, there are currently more than 2 enterprises with three labels of "sleep", "smart sleep products" and "sleep assistant" on the market, of which more than half were established after 215.
At the same time, many large enterprises at home and abroad have also increased their sleep market: Nokia announced the acquisition of Withings；, a French health equipment manufacturer; Apple acquired Beddit；, a Finnish sleep monitoring manufacturer; Mengniu, Want Want, Wahaha, Coca-Cola and other enterprises have launched sleep-aid drinks ... Sleep business is getting bigger and bigger.
statistics show that the market size of China's sleep economy will exceed 4 billion yuan this year, and it is expected to exceed one trillion yuan in 23.
The sleeping market is expanding rapidly, and the products are even more varied. All kinds of sleep health products, intelligent hardware and sleep services emerge one after another. Recently, some sleep technology products have been derived from the market, such as sleep aid robots, sleep aid instruments, sleep aid lights and other new products.
"Children can have toys when they can't sleep, but adults don't have good products to help them sleep. Sleep-helping robots can satisfy adults' sense of freshness and lack of soul and help them fall asleep quickly and steadily." According to Jia Xiangyu, the founder of Zhongde Intelligence, who first released the artificial intelligence sleep robot in China, the sleep robot is the "cradle" of adults.
The reporter noticed that in recent years, the scientific and technological flavor of sleep products is getting stronger and stronger, and the price is getting higher and higher. Take the common sleeping aid in the market as an example, the price has gone from 1 yuan to several thousand yuan or even ten thousand yuan. However, the high price has not stopped consumers, and the sales of many sleep products on various platforms have exceeded 1,.
can sleep products make people sleep well?
However, are all kinds of sleep aid products really effective? Many people have doubts.
since last year, many domestic beverage brands have successively launched "sleep-helping drinks" to promote sales in a new social retail way. However, according to some consumers who have drunk sleep-aid drinks, they don't feel much effect, so they can't sleep or not.
In the field of sleep AIDS, an imported sleep aid that has been well received has also aroused consumers' doubts. According to the promotion of merchants, this product can improve insomnia, anxiety and depression by using transcranial micro-current stimulation therapy. However, some consumers said after the actual experience that they did not find it helpful to sleep.
In this regard, Jeff, the chief doctor who studies the field of sleep in Beijing High-tech Hospital, said that some sleep-aiding products on the market, such as sleep instruments, sleep sprays and sleep goggles, have not enough clinical research evidence, and they can't be used as routine auxiliary treatment for insomnia.
In terms of drugs, the reporter learned that the current clinical drugs for insomnia mainly include benzodiazepines, melatonin and antidepressants with hypnotic effects.