The world ushered in the "lack of consciousness", and it should not be luxury

Author:Huashang Tao Lue Time:2022.07.18

The rhythm of urban life has accelerated, the pressure of work increases, and the intense and busy life allows sleep disorders such as insomnia, early wake -up, and dreams to follow modern people. The investigation of the World Health Organization pointed out that about 27%of people around the world have sleep problems, and sleep disorders have become an important hidden danger that threatened the world.

In my country, the proportion of insomnia population is 10%higher than the global average. In the evening when it is difficult to enter the dream, countless young people can only spend a long night in "several sheep, chickens, and counting stars" -the more they want to say goodbye to insomnia, but the more they are in it.

When insomnia becomes a disease, sleep economy has become the new outlet of the times. According to the estimation of data statistics company Statista, by 2024, the size of the sleep economy will reach $ 585 billion.

[Wandering on the pillow]

For modern people, adequate and good sleep seems to have become a luxury.

On social media, tens of thousands of users have exchanged "Xianxian" experience in insomnia topics and groups every day. When the night fell, people posted "who else didn't sleep" while gathered in the live broadcast room of the sleeping anchor to warm up.

After 10 consecutive years of tracking the sleep status of residents in my country, it provided us with a precise data reference.

According to Xilinmen "China Sleep Research Report 2022", in the past ten years, the average sleeping time of Chinese people has reduced its sleep from 8.5 hours in 2012 to 7.06 hours in 2021. It has been sleeping for more than 2 hours later, and it is 37 minutes later. The length of time is reduced by nearly 1.5 hours, and only less than 8%of the Chinese can sleep more than 8 hours a night.

As the scale of sleep disorders is becoming larger, the problem of sleep health has gradually become significant. Chinese people who "can't sleep" live in the shadow of serious health problems such as cardiovascular and cerebrovascular diseases, endocrine disorders, depression and other serious health problems caused by long -term sleep disorders. middle.

Rand Company has released a research report on sleep, selecting data from five countries including the United States, Germany, Japan, the United Kingdom, and Canada for modeling. Studies have found that the risk of death at least 6 hours per night is 13%higher than those who sleep at least 7 hours. At the national level, lack of sleep will seriously affect people's work efficiency, and may cause hundreds of billions of US dollars in economic losses to the country.

"Wandering on the pillow" means a huge price.

[Use consumption to relieve sleep anxiety]

For modern people, consumption has become an important means to relieve sleep anxiety.

On the major shopping platforms, there are a variety of sleeping commodities such as melatonin, melatonin, eye masks, earplugs, and spray. Behind the hot scene of 10 million monthly sales -insomnia people wake up themselves with their shopping desires, and then use them. These small products try to hypnotize.

The desire for sleep is forming a new market.

According to relevant estimates, in 2021, the market size of my country's sleep economy industry reached 415.6 billion yuan, with a compound annual growth rate of more than 11%in the past five years. It is expected that by 2024, the market size of the sleep economy will exceed 550 billion yuan. By 2030 It is expected to exceed trillion yuan.

At the same time, the 19-year-old-35-year-old adult is a high age of sleep. Young people have become the main force of staying up late, and the main body of the sleep economy also shows a younger trend-young people who are troubled by sleep disorders are extremely eager to sleep for a good Sleep.

The current sleep economy products are mainly divided into several categories such as home hardware, drug health care and sleep assistance APP.

Statista released a statistical result in 2020, which statistics and sorting the contribution of the total global sleep economy in 2019 in accordance with the product category. The top three are bedroom furniture, bedding, and mattresses, respectively, in 2019, the market volume was US $ 160 billion, US $ 98 billion and $ 81 billion, respectively.

The scale of the global sleep economy in 2019 is divided according to product category (unit: one billion US dollars)

Compared with home hardware such as bedding and mattresses, drugs and health products, sleep aid software and other categories have natural disadvantages.

From the melatonin in the large category of drug health care. Most of the health products such as melatonin are artificially synthetic hormones. Human intervention in the hormone level in the human body prompts the brain to be trapped. It cannot fundamentally improve sleep efficiency and solve the problem of sleep disorders. In addition Bring different degrees of side effects to the human body. Medically, whether it is safe to take melatonin for a long time is not conclusive. Therefore, in Belgium, Britain and other countries, melatonin can only be used as prescription drugs and cannot be sold as over -the -counter drugs.

Although the sleep assistance app has been greatly improved in "security", it has increased the probability of users to use mobile phones. In the end, the possible result is that in order to open the sleep assist app, it has brushed the circle of friends for half an hour.

Compared to the passive sleep in drug intervention, home hardware products help users sleep better by providing comfortable touch and relaxed sleeping environment.

Especially in recent years, global home companies have made collective strengths in the direction of diversification, professionalization, and intelligent development of sleep products. Household products such as ergonomic engineering, meeting different individual needs, and smart mattresses have continued to appear in the public's vision. In the trillion -level sleep economy, sleep home has gone at the forefront.

[Ten billion new blue ocean breeds "super giant beasts"]

The huge market size of the sleep economy has also made the birth of super enterprises possible, and the natural fit of sleep and intelligence makes the sleep home industry look unlimited. Looking at the world, the hottest company in the sleep economy is hailed as the Sleep Number, which is known as the "Tesla industry in the mattress industry".

Throughout 2021, Sleep Number's net sales increased 18%to US $ 2.18 billion (about RMB 13.766 billion), with a gross profit margin of 60.4%.

Selling a mattress earned 10 billion yuan -Sleep Number opened up imagination for Chinese companies.

At present, there are more than 2,700 sleep economy -related enterprises in my country, of which about 18%of them are established within one year, and 70%of the enterprises have been established for less than five years. They are sleeping in the blue ocean of sleep economy. Chinese companies are eager to try.

At present, Xilinmen, Musi mattresses, Xi Yue Technology, and Qisheng Technology have all emerged in the new space where the sleep economy opened. Some of them start from traditional bedding mattresses, and they gradually transpress with the changes in market demand; there are also some attempts to integrate localization from imitating American smart mattresses in production and sales. What is exciting is that no matter what development route is adopted, these leading companies are quite pragmatic in sleep technology research and development and product design.

Taking the first place to log in to the A -share market as an example, as an example.

Xilinmen was founded in 1984 and has accumulated many years of experience in traditional mattresses and home products. When it was successfully listed in July 2012, the name of the outside world was also the "first share of Chinese mattress". The preciousness of Xilinmen is that as market demand changes, when the company enters the economy economy, first chooses to study sleep and study the habit of Chinese people.

Since 2013, Xilinmen has released the "China Sleep Index Report" with institutions such as the Chinese Academy of Social Sciences and the China Sleep Research Association for 10 consecutive years, which has taken the key step from mattress production to sleep technology companies. solution.

The Xilinmen of Mattress has always focused on the development of sleeping products with mattresses as the core, creating a healthy and deep sleep scene, and launching smart -sleeping mattresses, antibacterial anti -mite mattresses and other products that integrate the world's leading patented technologies. In addition to the mattress in the mattress The iterative innovation in physics technology is one of the earliest companies that laid out intelligent manufacturing and integrate "sleep data" into mattress manufacturing.

In terms of brand marketing, more than 30 years of old companies also realized that solving the sleep problem of young people must have a sense of presence among young people. To this end, I created "11 Sleep" last year. In the form of entertainment, with the influence of stars such as Huang Zitao and Zhang Jike, sleep science education is carried out, and young people pay attention to their sleep in the way of young people.

Facing the large market created by the "lack of consciousness" of the whole people, Chinese home companies are practical and innovative, and they are creating the story of the Chinese version of Sleep Number. Chinese people are also looking forward to the blue ocean of the domestic sleep economy. Let every Chinese who want to sleep without having to "lonely lanterns do not think about it, and look at the moon and sigh."