1 trillion "blue ocean"
The sleep economy is becoming a new blue ocean.
As early as July 2019, the National Health Commission pointed out in the "Healthy China Action (2019-2030)" that "attention is paid to sleep health." "According to the World Health Organization, the global sleep disorder rate is 27%, which has become the second most common mental disorder in the world. There are also many people in China who suffer from sleep disorders. According to data from the Chinese Sleep Research Society, the incidence of insomnia in Chinese adults is as high as 38.2%, and more than 300 million Chinese have sleep disorders. Clinical symptoms of sleep disorders include insomnia due to reduced sleep volume or conversely excessive increase, as well as episodic abnormalities in sleep, such as dreams, night terrors, teeth grinding, muscle or limb involuntary beating, etc., which can affect the quality of sleep rest.
Lin Peng, chief physician of the China-Japan Friendship Hospital, believes that there are many factors that induce sleep disorders, such as psychology, physiology, environment, drugs, life behaviors, personality, and systemic diseases. Sleep quality is closely related to human health. Scientific research has found that lack of sleep can lead to memory loss, accompanied by malnutrition, atrophy, and even apoptosis of neuronal cells, which is directly related to the occurrence of cardiovascular and cerebrovascular diseases.
Sleep problems have become one of the health problems that cannot be ignored nowadays. As a result, the consumer market with sleep assistance and excellent sleep as the core concept of the product has gradually awakened.
In fact, the foreign sleep market has long entered a stage of rapid development. Sleep aid products containing raw materials such as melatonin, γ-aminobutyric acid (GABA for short), L-theanine and other raw materials are highly sought after by foreign users, and the sales of melatonin in the US market alone reached hundreds of millions of dollars in 2020. The domestic sleep market has gradually awakened under the impetus of increasingly serious sleep problems, and the 2022 Online Sleep Consumption Report shows that the consumer demand for sleep assistance has increased rapidly, and the transaction amount of online sleep aid products in 2021 has increased by 53% year-on-year. From the perspective of product types, sleep aid products such as sour jujube kernels, sleep gummies, and tranquilizing brain fluids are in high demand; but compared with drugs to alleviate sleep disorders, many users are more inclined to alleviate their sleep problems through physical sleep products, such as steam eye masks, earplugs, sleep pillows, smart electric beds and other sleep products.
From the perspective of professional medical field, Lin Peng believes that a good rest environment has an auxiliary effect on sleep, especially the bed is one of the indispensable facilities for the sleep environment. Foreign markets for smart beds and other sleep facilities recognition, willingness to buy higher, Anxin Securities data show that the global smart electric bed market size increased from 1.9 billion US dollars in 2018 to 4.3 billion US dollars in 2021, CAGR reached 31.29%. However, the domestic sleep market has a huge number of potential customers and has begun to take off. Relevant Internet e-commerce data also show that in 2021, the search for related mattresses such as smart mattresses, antibacterial mattresses, and chiropractic mattresses has increased by more than 100% year-on-year. Ai Media Consulting data shows that the overall market size of China's sleep economy is expected to exceed one trillion yuan in 2030.
02 Experience and technology-driven smart beds
From the perspective of the needs of high-net-worth customers in the market, "comfort" is the primary measure in terms of buying a bed. Wan Feng, president of Chinese Shouyuan, said that from his personal point of view, a bed will accompany him for many years, and when choosing a bed, he pays more attention to the comfort of the bed and whether it is in line with his living habits. Obviously, in the rapid development of the material economy, "comfortable experience" has become the purchase criterion of most users.
What is more interesting is that this consumer trend has a "circle-breaking" trend. During the 2022 Beijing Winter Olympic and Paralympic Winter Games, Qisheng Technology, as the official smart bed supplier of the event, provided athletes with a Schuford Winter Olympic smart bed, which was well received.
American bobsleigh athlete Summer Bridger spontaneously shared the "zero gravity" mode function of the Schuford Winter Olympic smart bed on social platforms, igniting social media dissemination; American skier Tessa Maude described the experience of lying on a Schuford mattress as "like sleeping in the waves"; members of the Dutch sports delegation also praised the zero gravity function of the smart bed, "a high-tech I never saw during the Olympic Games". There are also foreign athletes who directly order the same smart bed after returning home.
There are professional athletes' "tap water", this "Winter Olympic bed" is out of the circle quickly. According to media reports, after the "Winter Olympic Bed" was popular, the Baidu search index of the keyword "smart bed" increased by 5 times, and the peak of the information index reached nearly 470,000 after the Winter Olympics.
The "Winter Olympic Bed Schultford" is not only attractive to professional athletes, but also consumers who value comfort also recognize the experience that Schultford brings. Wan Feng said after experiencing the Schuford smart bed in Beijing SKP that the appearance is simple and generous, and the overall feeling of lying on it is more comfortable, especially the mode of zero gravity.
In zero gravity mode, the user's head is slightly lower than the foot, "This posture is the lightest pressure on the heart in the blood circulation of the entire human body, so we call it 'zero pressure'." Huang Xiaowei, general manager of Qisheng Technology, introduced, "The posture of the zero-power mode is inspired by astronauts, and after a lot of research, we found that when the back is raised 15 degrees and the feet are raised 35 degrees, most people lie down at a heart height and their knee height is roughly at the same level, which can effectively help the heart and relieve the pressure of pumping blood, so as to achieve the effect of relaxation." ”
Lin Peng said that in the medical treatment of some sleep problems, when the heart and knees are at the same level, the body pressure is balanced and dispersed, which can effectively reduce the pressure on the internal organs and spine, and play a role in regulating sleep. Huang Xiaowei introduced that zero gravity is one of the electric sleep assistance functions of Schuford smart bed. In addition, the electric sleep aid function of the Schuford smart bed also includes massage function, bedtime leisure and so on. At the same time, Wan Feng also praised the massage mode and bedtime leisure mode of the Schuford smart bed, "The function of raising the head of the bed when watching TV and reading books is very practical, because usually many people will also rely on some things." ”
Huang Xiaowei said that users often lie in bed reading, etc., if you maintain the same posture for a long time, it will cause certain damage to the cervical spine and spine, from this point of view, many traditional beds can not protect their cervical vertebrae and spine, "Shuford smart bed can adjust the amplitude of the bed head according to the user's needs to make the user maintain a reasonable posture, thereby protecting the user's cervical spine and spine." ”
In fact, the Schuford smart bed not only has an "electric sleep assistance" function, but also has a "smart sleep" sleep monitoring function. This feature monitors the user's heart rate, breathing rate, snoring, body movements, heart rate variability, and physical signs such as being out of bed.
Huang Xiaowei introduced that the Schuford smart bed is equipped with a self-developed "non-contact physiological signs sensor" on the basis of the electric bed, which can sense the subtle vibration effect of the body. The smart bed obtains basic information by collecting vibration signals such as snoring and heartbeat, and then combines the algorithm calculation to form a sleep health report, which is regularly fed back to the user. "In terms of accuracy, this technology currently has a certain threshold." Huang Xiaowei also introduced that Qisheng Technology has finally formed the underlying logic of the product through a large number of medical data comparisons, combined with experiments in various aspects such as end-user experience.
"Providing consumers with a smart and wonderful life and sleep experience" is the corporate vision of Qisheng Technology. Huang Xiaowei said frankly that electric sleep assistance and intelligent sleep are two important directions for Schuford products. From the perspective of the scientific principle of the product, on the one hand, Qisheng Technology's research on sleep is biased towards medical research, and behind the products currently presented is Qisheng Technology After many years of focused research on the field of sleep, from the problem of affecting people's sleep, we began to find ways to alleviate user sleep problems, such as snoring intervention and other functions; on the other hand, Qisheng Technology also takes into account ergonomics, materials, etc. Pearl powder memory wool is one of the raw materials for Schufford smart bed mattresses, compared to ordinary sponges, The biggest feature of the memory foam mattress is slow rebound anti-interference, slow deformation, the user can feel the gradual sinking experience, cushioning and decompression, and due to the different needs of different users for mattress soft and hard, the mattress of the Schufford smart bed is also divided into ten levels according to the soft and hard bed degree to meet the user's living habits.
At present, the product iteration of smart beds is in the era of Schufford smart beds 2.0. "In fact, the Schuford smart bed 3.0 will also be launched in the near future, and the 3.0 version will provide sleep services on the basis of sleep data, such as waking up suddenly in the middle of the night, and the smart bed APP will provide users with sleep suggestions." Huang Xiaowei said. Lin Peng believes that medical monitoring is a very rigorous thing, from the perspective of professional medical monitoring, there is still a lot of room for development of smart beds. Huang Xiaowei said that in the future, the Schuford smart bed will continue to iterate, continue to launch version 4.0, etc., and continuously optimize the user's sleep experience.