Over 300 million people sleep to save the "meditation" market "sesame, open the door"

"Are you in Xiuxian?" Fans asked in the live broadcast room of the meditation UP Lord Li Ran.

The meditation that the domestic public does not know much is popular in advanced technology companies such as Google, Apple and Amazon.

In fact, the meditation of Zhengshun has been applied to the fields of clinical treatment in my country for many years.

Li Ran came into contact with meditation in 2011, which is the earliest domestic meditation enthusiast.

That year, he went to Nepal to participate in a training on Vipassana. In the following years, he studied tirelessly in Thailand, India and other countries like a large sponge, exposed to and understood the content of various genres.

In 2014, Li Ran returned to Shanghai and began to engage in meditation related work.

The reason why it is said that "related work" is that in 2014, there was no meditation consumer market in China, nor did they not have meditation counterparts.

"I mainly teach traditional yoga and meditation in the yoga museum, and do some translation of Indian philosophy." Li Ran said.

It really made Li Ran feel the "ice layer" of the meditation market a bit loose, in 2020. Change first appeared in the European and American markets.

Affected by the epidemic, the number of two meditation apps in the European and American markets, CALM and HeadSpace users, have increased large -scale growth, of which the number of CALM users exceeds 100 million and attracted huge investment.

Due to the strong early prevention and control of the epidemic in China, the domestic meditation market has a longer movement than Europe and the United States. With the extension of the epidemic, the phenomenon of "internal rolls" in the workplace, anxiety, insomnia, and depression have begun to increase.

Authoritative statistics show that there are more than 300 million people in China at present, and 57.41%of the investigators have said that they have insomnia in the past month to 7 days. [1] [2]

"2020 is the time point for the meditation to grow into the 'industry'. This year, Shanghai opened the first large -scale offline meditation hall, and I went there to teach there." Li Ran said, later, he became this house The person in charge of the Meditation Museum.

Just like strengthening exercise and the spiritual fear of hedging uncertainty, the demand for domestic psychological guidance is also surging under the epidemic. Dr. Lilac released the "National Health Insight Report" in January 2022 showing that under the issue of 60,420 respondents "how to deal with psychological distress", choose "some physical and mental training, such as meditation, mindfulness, etc." Bi 34%.

According to data from the Keep Sports Institute, since 2022, 300,000 people have searched for "meditation" keywords on the site every month.

Because young people's exploration of high -quality sleep, the software applications of meditation have also begun to leave. According to Orange IT data, from 2021 to April 2022, more than two meditation track companies received more than tens of millions of RMB financing during the angel wheel. [3]

As earlier in the domestic meditation market, Li Ran has been observing entrepreneurial opportunities in the industry. However, he has not planned to make a meditation app.

"Whether it is the market, the crowd, or the consumption, the business model created by these foreign apps is difficult to copy easily in China," he said.

There is another entrepreneur Tong Tong who does not follow the usual way. His return technology was originally founded in the field of brain science. After contacting the relevant thoughts of mindfulness and meditation in the university, he discovered the combination of brain science and meditation business opportunities, but he did not do products such as meditation apps.

The meditation market is "wind is coming." Both Li Ran and Tong Tong believe that the development of the meditation market is a slow process. They are all waiting patiently, waiting for the strong wind.

Practice crowd younger

If someone sells anxiety to you, someone will work hard to help you calmly.

Li Ran also clearly remembered that when he began to teach meditation in 2015, he came to him to focus on middle -aged people, and most women. As people pay attention to the impact of negative emotions such as anxiety, young groups have begun to become the main force of exploring anti -anxiety.

The founder of the domestic meditation app tide said in a public interview that the tidal users accounted for about 40%of the 25 -year -old users.

According to the data provided by another meditation App now, among iOS users, users under 24 account for 34%.

Tong Tong told the Daily Economic News reporter (hereinafter referred to as a reporter). In the past two years, he has come into contact with many people from generations. His anxiety is "visible to the naked eye". Worried about the achievements of your father ... In short, anxiety is very serious. "

"Previously, these friends will release their pressure through offline activities such as Live concerts, but after the epidemic, there are fewer offline places. They are currently solved in two ways: one is to work out at home and the other is meditation. "Tong Tong said.

To solve sleep and anxiety, many young people in China also help meditate sleep apps. Among them, the "meditation breathing method" of Zheng Nian meditation has become a must -have in many apps.

As one of the genres, Mindfulness was founded in 1979 by Kabat-Zinn, a doctoral biology of Massachusetts Institute of Technology in the United States. Focusing attention, perceiving the present, to achieve the state of physical and mental concentration and stability, thereby effectively regulating emotions and behavioral consciousness, and improving physical and mental health. [4] [5]

What people care about is that there is a scientific basis for mindfulness meditation?

Dr. Zhu Bin, who had been engaged in human -computer interaction design and physical and mental health communication at the Royal Institute of Technology in Sweden, taught at the Department of Journalism and Communication of Zhejiang University Urban College. At present, there is no evaluation awareness, improving the quality of the individual, improving emotional management ability, and promoting empathy and altruistic behavior. "

One of Li Ran's Xi faction is ultra -consciousness. This one -procedure is expensive abroad and is mostly popular among Hollywood stars. In addition to sitting and closing your eyes, he also emphasizes the role of sound on meditation. During the practice, the practitioners will meditate on some specific sentences to eliminate miscellaneous thoughts.

At the operation level, whether it is mindfulness and meditation, the initial exercises are related to sitting. Among them, the mindfulness meditation emphasizes the practitioner's attention to his breathing.

Taking the meditation breathing method as an example, the current CALM, tide and other apps have done a perfect audio guidance for mindfulness meditation. The practitioners only need to find a quiet space and follow the audio guidance recorded in advance in the app, and they can start practicing. Concentrate in the process, just pay attention to breathing.

Daily Economic News reporter found on Keep that a 6 -minute 6 -minute mindfulness meditation audio was trained nearly 1.5 million times. Some practitioners said in the comment area that the audio was helpful to alleviate their emotions and solve sleep obstacles; another practitioner said that he had worked as "crying."

Skills or science?

In addition to hosting his own meditation hall, Li Ran is also a social platform UP owner. He often share with fans on online how to practice meditation, which is very popular.

But after some netizens entered his live room, he asked him if he was "Xiu Xian" in the comment area.

In the public cognition, meditation is associated with "metaphysics". Daily Economic News reporters found in the interview that many practitioners were worried that they would not share their practice experience in the social circle because they were worried about being "wet into the magic" and "god god".

From learning to career, Li Ran has misunderstood meditation "commonly used" in the past 10 years. very patient.

Even the close -ups of the positive thoughts combined with "science" failed to be fully accepted by the domestic market.

Ma Yongchun, Director of the Second Division of the Heart and Heart of the Zhejiang Provincial Mental Health Center, told reporters that "the technology of mindfulness meditation is a psychological category. In clinical, it is also regarded as a relaxation method to help patients relieve the complicated thoughts of complicated minds in their brains. The anxiety brought. This technology has nothing to do with metaphysics. "

But the public's misunderstanding of meditation is also original.

Several psychiatrist told reporters that in hospitals and other occasions, the mindfulness and meditation will be used as a technical means, which will undergo strict specifications during use; but in the consumer market, because the industry has not formed a complete rules and regulations, the courses of mindfulness meditation " "Personalization" is high.

Ma Yongchun told reporters that the public associates metaphysics and mindfulness meditation, and it is also related to the form of meditation technology.

"Generally speaking, the more popular form of psychology training is to open various training courses and training camps. During the learning process, the teacher may not only use the idea of ​​mindfulness and meditation itself, but also mixes into the trainer himself. Understanding, it will even involve some metaphysical content. This may also be one of the reasons why the public has inseparable from mindfulness meditation and metaphysics. "Ma Yongchun said.

Li Ran also told reporters that the professional quality of the meditation practitioners is uneven.

"Very professional meditation teachers in China. I guess that the meditation teacher that can be found in the market may not be trained in professional training. Some teachers may only learn a little bit of meditation in yoga training, or follow the Internet on the Internet. It's just a audio exercise. "Li Ran said.

Even if you meditate with the teacher, it is difficult to be "quantitative description".

Li Ran told reporters that practicing meditation is a slow process, and it is difficult to make it immediate.

Li Ran said that compared with the muscle on the second day of the fitness, if the meditation exercise is to have significant results, the cycle may be 1 to 3 months, or even longer, which requires the practitioners to persevere. However, there are not many people who persist.

In addition, some people in the industry revealed to reporters that the boundaries of meditation industry are blurred, which also brings difficulties to supervision.

As the Ministry of Human Resources and Social Security canceled the national unified vocational qualification appraisal in 2017, the exam for the professional qualification certificate of the psychological counselor was also canceled. The industry is divided into the jurisdiction of the Health and Health Commission, but the current development of this industry is not very standardized. "Supervision is not very strict."

In August last year, a well -known female investor in her 30s fainted in a similar "Spiritual" course, and then died of invalid rescue. The course involved in the investor is also emphasizing the training of "focusing on self -breakthroughs", but the agency is accused of "mental control" suspicion. Such negative events also aggravated people's misunderstandings about this industry.

However, anxiety, depression and other emotions have increasingly affected modern people, and the meditation of righteousness has gradually obtained some positive feedback. Ma Yongchun suggested that the practitioner: "When learning to relax technology and self -management technology, pay more attention to this technology itself."

"Inner peace" demand high increase

After the new crown epidemic, the number of patients with global depression and anxiety disorders increased significantly, among which the patients with anxiety disorders increased by 62 million, an increase of 20.8%. [6] A survey by the Chinese Psychiatric Magazine in 2020 showing a survey of 1,4592 ordinary people in China shows that the new crown epidemic has brought a greater psychological impact on about 1/3 of the surveys, of which the positive examination rate of anxiety accounts for accounting It reached 44.6%.

Under the epidemic, a wider range of domestic groups began to actively cope with negative psychological problems such as depression and anxiety. Zhu Bin told reporters that many academic institutions and business institutions are promoting the public's correct awareness of physical and mental health through new media forms such as online public welfare activities, curriculum training, live broadcasts, and short videos.

In recent years, mindfulness has attracted widespread attention at home and abroad and has continued to develop. Dr. Kabajin, the father of mindfulness, was de -religious when creating the MBSR -Mindfulness Based Stress Reduction), which aims to provide low -cost and evidence prevention treatment. As an emerging cross -domain discipline, Zhengnian Science subsequently became the curriculum and professional direction of world -renowned institutions such as Oxford University, Brown University, Stanford University, Massachusetts Medical College, Sweden Carolinska College.

At present, there are also some colleges and universities in China that are setting up or preparing to offer mindfulness courses. The Zhejiang University Urban College where Mr. Zhu Bin is located is one of them. Chinese traditional culture and natural education laws, through a series of artistic forms of close students, experience painting, calligraphy, music, dance, etc., and connect with the heart and heart to help college students reduce stress empowerment.

Zhejiang University Psychology and Behavior Science Department "5 · 25" college student mental health education month "mindfulness decompression" series of activities first online lecture source

In the meditation market, the meditation of Zhengshi has a relatively large mass foundation.

Among them, the Oxford University Righteousness Research Center studies the Mindian Cognitive therapy (MBCT) to prevent the recurrence of depression. Studies have found that for patients who have experienced more than three depression, compared with conventional treatment, the actinia of mindfulness can reduce the recurrence rate by 40%to 50%within 12 months.

Ma Yongchun, Director of the Second Department of Heart of the Zhejiang Provincial Mental Health Center, said in a telephone interview with daily economic news reporters that the meditation of Zheng Nian was used in my country to be used in clinical treatment of anxiety, depression, and insomnia for many years.

"Many domestic anxiety and depression patients have certain resistance to drug treatment. The technical means of Positive Nonde meditation as psychotherapy have begun to be accepted and are widely used in clinical practice." He said.

"The current social information overload will bring a lot of anxiety. In the treatment, we will let the practitioners start a 8-10 minutes of mindfulness training, which helps the practitioners to block the outside information interference, train concentration, and then relieve the concentration of training, and then relieve the concentration of training, and then relieve the concentration of training. Anxiety. "Shen Chenyu, a doctor of clinical medicine and psychiatrist at Tsinghua University, told each reporter that in his clinical treatment, the meditation of Zheng Nian was very helpful for personal emotional regulation.

Zhu Bin said that with domestic cognition and attention to physical and mental health, the importance of decompression empowerment and health communication will be more prominent. She said, "Long -term practice of mindfulness can affect the brain neural mechanism and cognitive mechanism. At present, research has confirmed the mechanism of mindfulness meditation at the cell level, such as improving the activity of telomerase, strengthening the DNA repair function during the cell division. Help to slow down aging. "

"Righteous thoughts are recognized abroad because everyone knows that it is a scientific self -care and self -healing way. We go to the gym to make our bodies stronger, and we also need a healthy way to make our hearts stronger more powerful ."she says.

Who is thinking about the market?

The acceptance of meditation in Western countries is much higher than that in China.

First of all, advanced technology companies such as Google, Apple and Amazon endorsed them with meditation courses for employees.

Secondly, there are also celebrities effect blessings. When the former CEO of Apple, which was highly respected by the technical madman, was alive, was the "fanatical fan" of meditation [7]. Hollywood celebrities David Linkqi, Katie Perry, NBA Star Kobe, etc. have practiced meditation.

Steve Jobs Picture Source: Photo Network-500113439

Driven by this, the consumption of meditation abroad is more extensive and more mature. Taking the United States as an example, according to a report from the US Centers for Diseases (CDC), the number of meditation practitioners in the United States increased by more than three times from 2012 to 2017, and there are more than 30 million people practice.

In the iOS10 system updated by Apple in 2019, "mindfulness" appeared in the system as its own function.

This trend is also captured by domestic companies.

The Huawei mobile phone's sports health APP has a special sleep sector, which contains a variety of free courses and paid courses about mindfulness meditation.

Among them, "Daily Mind Daily" is a course jointly developed by 2 world -class authoritative authorities Jack Confield and Tara Brah. There are 40 courses, 1 ~ 13 verses for free, 14 ~ 40 verses can be listened. The price of a series of courses is 199 yuan.

In addition, there are some other paid meditation courses in the China Waiwai Sports Health APP: "Wake up Morning Thinking Mornings in 28 days" (original price of 39 yuan, member price of 29 yuan), "Scientific mindfulness meditation" 79 yuan), "10 -day release of meditation" (original price of 59 yuan, membership price 49 yuan). The condition for opening a member is 20 yuan in the monthly card, and the season card is 55 yuan. In its star product fitness mirror, Fiture, a domestic fitness technology brand, has already practiced meditation in more than 2,000 courses. Fitch told each reporter that before the meditation, yoga, and Piratti were the same as the "static movement" category. At present, meditation has been listed separately.

"We have learned from the members that there are many returnees who have practiced meditation, but the proportion is not very high, and it is not yet popular." Fiture said.

"The domestic meditation market is still in the early stage. Many people who are not engaged in this profession may not be familiar with this concept. The development of the market takes time." Shen Chenyu, a doctor of clinical medicine and psychiatrist at Tsinghua University, told reporters.

At present, due to the epidemic, the demand for pan -psychological health is emerging. According to Orange IT data, from 2021 to April 2022, a total of 17 investment and financing occurred in the field of psychological health, and the cumulative investment and financing amount exceeded 1.5 billion yuan. Among them, the meditation App Flow meditation and Heartly Lab Haoli meditation, in 2021, received an angel round financing of more than tens of millions of RMB.

DataBridge data shows that the global meditation market size will reach US $ 20.5 billion (over 100 billion yuan) in 2029. The United States is the world's largest meditation market. In 2017, the market size reached 1.21 billion US dollars, and it is expected to reach $ 2 billion in 2022.

The funds began to test the water, and the entrepreneur in the track was obvious. Tong Tong told reporters that in the process of contacting capital, he could feel that domestic capital's attitude towards meditation was polarized.

"Many investors themselves are the beneficiaries of meditation. These investors are very interested in this market and are also very active in investing in such projects. Another part of investors are still more cautious about the market and think that meditation is relatively niche. "

Tong Tong began to start a business in the field of brain science in 2014, and completed two rounds of financing in 2016 and 2019. After developing hardware equipment in the field of development in 2020, Tong Tong's company has another round of financing. Judging from the financing situation in the market, most of the funds currently flowing to the meditation field are mainly investment software services.

In July 2021, the meditation App Heartly Lab (Harry Memory) announced that it has received tens of millions of seed round financing. This round of financing comes from Shao Yibo Family Fund, as well as the founder and chairman of Anke Innovation, Yang Meng. It is reported that Shao Yibo himself has been a meditation practitioner for many years.

In August 2021, the meditation App Flow completed the millions of US dollars of angel wheels led by Evolve Ventures and Lighting Speed ​​China. FLOW said that funds are mainly used for the upgrade R & D, content curriculum development, talent introduction, and brand and marketing.

Domestic meditation software is currently being explored. Some online thinking content is provided for free. The content is mostly existing in sleep, yoga, and fitness app as a plate, such as snail sleep, Fiture, Keep and other applications.

Another part of the meditation software is imitated by the Western meditation app profit model, and its source of income is through member subscriptions. Heartly Lab's current member subscription is 218 yuan/year. In addition, Heartly Lab also provides training camps, which is 599 yuan. [8]

Li Ran has experienced the transformation of the domestic meditation market from none. Compared with the foundation of foreign markets, Li Ran is not very optimistic about the domestic APP's copywriter's business model.

"Subscribeling charging model is actually not suitable for domestic. Western users first have the habit of subscribing to pay, and it is accustomed to paying for psychological products. These two consumption habits are currently not mature in the domestic market. I am also exploring domestic meditation commercialization. How to achieve it. "

The competition for Western meditation software services has been in full swing. The two head medals apps, CALM and Headspace, the former has reached a valuation of $ 2 billion in 2020. [9] Under the catalysis of the epidemic, as of August 31, 2021, CALM's global download has exceeded 100 million times and has 1 million paid users; Headspace has accumulated 2 million paid users in early 2020.

Some industry sources told reporters that competition in the domestic meditation market has just begun and is still in a huge blue ocean period. The APP of the meditation industry is expected to incubate the application of psychological health and Keep, and hundreds of millions of user -level applications.

Li Ran is not very optimistic about this prediction. He said that meditation was introduced into Europe and the United States in the 1960s and 1970s, and it did not get angry until the last 10 years. For reference, domestic meditation should go through a long period of time. Moreover, the differentiated domestic population is very large, and the people who have a good economic foundation and have a high spiritual pursuit are actually a minority.

"And European and American countries have no traditions of meditation and meditation, they can only go to the APP to learn. For those who have spiritual pursuits in China, they can go to Taoism and temples to find teachers. Therefore, in the meditation industry, I personally think that in recent years It is unlikely to appear listed companies, small and beautiful brands may appear. "The trend of hardware and hard combination has already appeared

As an entrepreneur in the field of meditation hardware, Tong Tong's concern was accidental. At the beginning of the establishment of the car technology in 2014, Tong Tong's team has been looking for the application scenario of brain science.

Initially, it was aimed at the game field, and the first product was to control the car. Because of frequent cooperation with universities, Tong Tong's team made a radio waves in a project -related project. "Because of this, we paid attention to the track of meditation. At that time, there were very few domestic attention in this field, but it was more popular in Europe and the United States. We found that brain waves were a very good application scenario in the field of meditation." Tong Tong recalled recalling Essence

In the field of fitness, fitness bracelets that can be detected and observed calorie can be detected, which is almost standard for fitness people. However, in the field of "healthy", due to failure to quantify, the effect of meditation cannot be visualized. "A large number of experiments, including our own experiments, have proved that in the process of meditation, brain waves are really changing. So we hope that this change is visualized 'to allow experienceists to better position their own practice effects." Tong Tong Tong Hitomi Say.

"The introduction of meditation head ring is to allow meditation enthusiasts to intuitively see their state in the process of meditation training." The fitness bracelet in the field of thinking is a goal of the Tong Tong team.

In 2019, Tong Tong's brand "Heart Flowing Moment" launched the meditation "Keep bracelet": a header -dressed brain wave analysis head ring. It is currently sold in overseas markets. This product is not new overseas. Also focusing on the Muse head ring focused on the meditation field, it is also hot among meditating enthusiasts.

In addition to the combination of software and hardware in the foreign meditation market, the concepts of metada universe such as VR have also been introduced into this market.

At the beginning of June this year, the VR meditation startup TripP announced the completion of $ 11.2 million in financing. The round of financing was led by Bitkraft Ventures, and the Gaotong, Amazon, HTC, Niantic and existing investor Mayfield participated. [10]

At present, the domestic market is still blank to provide users with an immersive meditation experience through AR and VR devices. Li Ran also recently contacted "VR+meditation", and he told reporters that in the future, he will make some attempts.

Tong Tong told reporters that the continued epidemic made him see the huge blue ocean in the domestic market. In 2022, Xinliu was at the time of the domestic market launched perceptual hardware such as meditation cushions. It is expected to be released in the domestic market to B in the second half of the year, such as corporate training and group lessons. Focus on hardware, and you will try your own content development in the future.

"Hardware and content services are binding. The cooperation between the two can provide users with a better set of experience. We will extend to content and services in the second stage." At present Enterprises appear. Tong Tong told reporters that his current target is Peloton, a science and technology fitness platform. During the epidemic, the company's stock once soared to $ 171.

Tong Tong also frankly told reporters that the development of the domestic meditation hardware market "should not come soon." "As we polish our products, we need to wait for the wind with enough patience."

Reporter's notes | From demand to landing, you need to step by step

During this interview, many meditation practitioners said that they had encountered pressure in the epidemic. Obviously, we can feel that everyone pays more and more attention and face up to their emotions and physical and mental health issues.

Lifetime is a profitable way. Such demand changes make industries such as meditation stand on the wind.

Meditation has a high degree of acceptance in the West. This phenomenon also has the factors of "foreign monks and good chanting". The mysterious association of the Western practice methods such as the "meditation" of the East, coupled with the blessings of the Hollywood and NBA stars, has gradually accepted the meditation. Foreign medium players have been news recently. For example, the App KALM on the head has rushed to 2 billion US dollars, which made domestic entrepreneurs eager to try it.

The domestic meditation market does have huge potential, but the market still has stereotypes on "meditation". The industry's entry threshold is low, which makes consumers unable to distinguish. From demand to the final landing, there are still many things in the domestic meditation market that need to be done, and they need to be step by step.

Knowing that there is a tool such as "meditation" can help ourselves to relieve anxiety. There is no harm for us. I hope that everyone's emotions will be returned, anxiety is getting less and less, and sleeping better and better.

References References

[1] "China Sleep Research Report (2022)" -The Institute of Sociology (Keep provided) of the Chinese Academy of Social Sciences (provided)

[2] "White Paper on Sports and Sleeping and Sleep in 2021" -The China Sleep Research Association and other institutions

[3] The anxiety of young people supports the 30 billion market? - Titanium Media

[4] Why is **** popular righteous thoughts? ｜ Hundred Family Stories - "Character" magazine

[5] Mindful Eating/Positive Diet — Reference News [6] "2022 Digital Psychological Psychological Health Service Industry Blue Book" — People's Daily Health Times and other releases

[7] "Steve Jobs Biography" -Walter Isaacson

[8] Interview with Gong Ziyu, the founder of "Heartly Lab", the founder "Heartly Lab"

[9] Headspace received a new round of financing of $ 93 million -36 氪

[10] VR meditation TRIPP completes $ 11.2 million in financing, Qualcomm, Amazon, HTC, Niantic participated in —R, VR industry information data platform Yingwei.com

Reporter | Wang Ziwei

Edit | Liu Xuemei

Coordinating Edit | Yi Qijiang

Visual | Handsome Ling Qian

Video Editor | Zhu Xingyun

Capture | Yi Qijiang

Daily Economic News

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