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“Because work is pressing in my heart all day, I can’t sleep all night.”

After the 95th media practitioner Lin Qing, she has not slept for two consecutive months. The pressure of work made her anxious to sleep. Taking advantage of the double eleven, she deliberately placed a bottle of star recommended sleep aid spray, “I have to try, if it is not easy to use, I am afraid I will go to the hospital to open sleeping pills.”

In fact, Lin Qing’s situation has become the norm of contemporary young people’s life. According to a sleep survey released by the China Sleep Research Association, the incidence of insomnia in Chinese adults is as high as 38.2%, and among them, 90 after 20 to 29 years old, it has become a major group of insomnia.

The growing army of insomnia is propping up a market of more than $100 billion. From melatonin, sleep aid spray to latex pillows, smart mattresses, to apps that promote sleep or monitor sleep, when you sleep for a night, it becomes a luxury. Insomniacs don’t hesitate to buy “sense”, sleep economy Quietly rises.

After 90s:Double 11 sleep aid products surged nearly 800%

Have you seen Beijing at four in the morning?

This slightly literary problem is a bit ridiculous in Li Yi’s opinion. “Really, I can see Beijing at 4 am every day.” As a media person, Li Yi often has to write for manuscripts until three or four o’clock in the morning. Many times, it is not because he is eager to deliver the manuscript, but “even if he is still unable to sleep while lying on the bed, it is better to sit down and think about the manuscript. Finish it and write it again.”

“Anxious while not sleeping”, the same situation exists in most of the 90s. According to the e-commerce platform data, from January to August 2019, the increase in the purchase of imported sleep-sleeping products after 90% was 118%, accounting for 62% of the total consumption, exceeding the sum of other age groups.

Li Yongfang, head of marketing for a sleep aid product, said, “The consumption of melatonin products after the 90% accounted for 85%. From the data purchased by consumers, it may actually be in the million class, but the population after 90% There are more than 10 million or even nearly 100 million in our overall population structure.”

The past 90 years will always be ridiculed as a reluctance to end the day and try to brush the phone. Now, in the reverse of the prosperous sleep economy, they have to admit that staying up late is no longer an active choice for young people, but pressure.Problematic insomnia associated with anxiety.

When a good night sleep becomes a luxury, the insomniac people are willing to spend a lot of money, just to sleep well, which also fattened the market for help sleep products. According to the double eleven consumption report released by Suning, the sales of sleep aid products surged 789.5% year-on-year during the double eleventh period. According to CCTV Financial Report, the number of people who bought imported sleep aid products in double eleven increased after 00. 434%.

It’s not hard to see the huge potential of this market. In fact, the sleep economy is spawning a number of sub-segments, sleep drugs, sleep devices, sleep health care, sleep services, etc. If the insomniac needs, you can even use these products to fully arm yourself from head to toe. stand up.

The market size is over 100 billion, VCs are coming

As of 2018, China’s overall sleep market has exceeded one trillion yuan.

In the face of the trillion-level market, there are countless people. Huawei has specially designed an aromatherapy sleep light for insomniacs. Xiaomi has also introduced steam eye masks. The old food company Want Want has specially created a “dream dream water”, adding a variety of sleep aid extracts, there are certain Sleeping effect.

From traditional beds, mattresses, functional home textiles, metothenics for sleep aids, sleep sprays, sleep-eliminating essential oils, to instrumental sleep lights, sleeping bracelets, and mobile software stores. Sleep aid app, sleep-related products can be described as everything, the imagination of the sleep economy is constantly expanding and extending.

According to Wang Guangliang, president of the Sleep Industry Branch of the National Health Industry Enterprise Management Association, “the growth of the sleep industry has been around 20% every year. Now many people are investing in bedtime. This market is quite Imagination.”

In fact, venture capital institutions have long been eyeing this market. At the beginning of last year, the health sleep solution provider Yu Sheng Technology had a strategic investment of over RMB 200 million. The investors included Red Star Macalline, shared investment, European home, and home. The smart mattress produced by it is said to monitor sleep quality data and intervene in abnormal sleep conditions through automatic mattress adjustment. On October 29 this year, Yusheng Technology officially landed in the A-share market.

Like the same as Yu Sheng Technology, focus on solving through the mattressThe sleep problem is also well-selected. It provides a sleeping space solution with imported mattresses as the core, and provides imported sleep products for domestic consumers. Since 2018, it has won millions of angels from the Galaxy Venture Capital. Round financing, as well as the tens of millions of Pre-A round financing from Tongchuang Weiye.

According to the incomplete statistics of the investment community (ID: pedaily2012), in addition to hardware sleep aid products, there are dozens of sleep aid apps in mobile phone software stores, including music, meditation, etc., and these apps are the same. Also won the favor of VC institutions.

Sleepace, built by Shenzhen Megadi Technology, has completed four rounds of financing so far, and the underlying parties include Xintian Venture Capital, Gobi Venture Capital, Prosperity Investment, Jingdong, Himalayan, and Luolai Home Textiles. Yuan Renminbi; the so-called “Psychology of Science and Technology University” has decompressed the “small sleep” App and small program for the subdivided sleep market. It has now received two rounds from the original capital of Jiadaogu Investment and Kejin Holdings. Financing, financing totaled 26 million yuan.

The sleep economy is booming under capital raising.

Insomnia Economic Rise Combating this huge financing map

I have to point out the fact that the domestic sleep economy is still in its infancy.

From the investment trend of VC institutions, it can be seen that the outbreak of the domestic sleep economy began in 2017, and the financing rounds were mostly concentrated before the B round.

According to foreign media reports, as early as 2016, the amount of financing for foreign sleep technology companies has reached as much as 700 million US dollars. In 2016 alone, about 300 million US dollars of funds were invested in the sleep market. .

Compared with the development of the domestic sleep market, it can only be regarded as the initial stage. So far, most of the capital movements have remained at around 2017-2018, and there is no deeper investment and progress. In 2016, although a group of listed companies and household enterprise groups have jointly established a 50 million yuan sleep big health industry investment fund, but there is little news after that.

After all, sleep itself is not an independent field. It is integrated into pharmaceutical and medical companies, smart home companies or mobile application developers. As a part of the product line, there is no senior sleep. Technology entrepreneurs appear, trillions of sleep marketIn the middle, there is no giant figure.

Under the popularity of the helper medicine melatonin, the safety and standard problems of sleep aid products have also been frequently raised. Medical experts have said that various concepts of smart beds and smart wear products are lacking. The standard of the relevant industry, and the abuse of melatonin and other sleep aids will only increase the burden on the body.

The market for sleep-sleeping products is popular because of people’s attention to health, but in turn, the hidden health and safety issues behind the products have also hindered their further development. Perhaps for this reason, after the capital is admitted For the time being, I chose a wait-and-see attitude.

A VC with medical investment experience once said that “Apple, Nokia, Philips and other giants have acquired in this field. From the perspective of the layout of the giants, sleep is indeed a new market that cannot be ignored, but this field It may be necessary to dig deeper.”

But at the same time, they also do not deny that the sleep economy is promising. Liu Song, vice president of Alibaba Group, said that sleep technology may be the next biggest intelligent hardware outlet that everyone has been looking for after smartphones. It is a low-frequency, non-inductive, low-connected state, but now with a technical system, it opens up an almost infinite future.”

From the perspective of the consumption potential of the domestic sleep market, nearly 40% of the insomniacs, which are still rising in proportion, are constantly nourishing and growing the industry.