Author: Mr. AGExper Defense
"What time did you sleep lately?"
This is a very common problem, but it is a problem that hurts young people, "can't sleep at night, easy to wake up in the middle of the night" is becoming the mainstream problem of young people's anxiety.
1. Spelled insomnia
According to experts and scholars, "Sleep disorders have become the second most common mental disorder in the world, with 1 in 3 people having sleep problems and 1 in 10 meeting the formal diagnostic criteria for insomnia." ”
And the young people are saying, "I haven't seen Los Angeles at 4 a.m. like Kobe, but I know the pain of not falling asleep at 5 a.m." ”
On Weibo, Douban and other platforms, many netizens discussed #insomnia# related topics, seeking ways to fall asleep quickly, or telling their own insomnia stories. The popularity index of "insomnia" on short video channels is as high as 27.523 billion times, and the proportion of young people aged 24-33 on Xiaohongshu is as high as 72%, the popularity of the topic of "insomnia" is 1.12 billion, the popularity of the topic of "saving insomnia" is 320 million views, and the number of notes related to "insomnia", "insomnia" and "sleep insomnia" in the search hot words is as high as 1.36 million.
Insomnia, like a spell, pervades the world of young people.
Second, spend money to buy a good night's sleep
If you can get a good night's sleep, young people don't really mind "spending money on a good night's sleep".
In the results of the sleep market research of well-known institutions, 52.1% of consumers are willing to pay to solve sleep problems, of which 40.7% are willing to replace related sleep products, 11.4% are willing to improve sleep quality by adjusting the sleep environment, home technology products are the most popular, and the popularity of sleep products with strong scientific and technological attributes reaches 83.4%.
Smart sleep machines, sleep sprays, sleep pillows, sleep masks, sleep aid earplugs, sleep aid aromatherapy, white noise speakers and other products have gradually begun to become the new favorite of young people to assist sleep. However, as a sleep aid product that needs to be swallowed and held or head-mounted, young people are more inclined to products that do not need to be touched, held or head-mounted. Therefore, if the intelligent technology products that can solve the problem between breaths, it is particularly rare in the market.
In order to sleep better, the proportion of young and middle-aged people aged 25-49 who pay for sleep is higher. They pay more attention to the quality of sleep and are willing to spend money, 1000-4999 yuan is the most willing to pay the amount range, and they are the owners of the sleep economy.
Third, the sleep market has become a battleground
As more and more young people begin to pay attention to sleep quality and are willing to spend more economy and actions to pay for sleep, more and more companies or brands have begun to enter the sleep market.
Tianyancha data shows that in the past five years, the number of registered sleep-related enterprises in mainland China has increased significantly. At present, there are more than 2,400 enterprises in mainland China whose names or business scopes include "sleep, sleep aid, sleep coaxing and melatonin", and the status is in business, existing, moving in and moving out. In terms of industry distribution, 64% of sleep-related enterprises are distributed in the wholesale and retail industry. In addition, 15% of sleep-related companies are located in scientific research and technical services.
According to CCTV Finance and Economics, the market size of the mainland's sleep economy exceeded 400 billion yuan in 2020 and is expected to exceed one trillion yuan in 2030. It can be seen that the sleep market has become a must for enterprises and brands.