Did you fall asleep last night?
Editor’s note: This article is from WeChat public account “Shili Village” (ID: shilipxl ), the author Tianya lives in Shili Village.
What time did you sleep last night, didn’t you sleep?
Related data shows that more than 300 million people in China have sleep disorders, the number one in the world, and the number is increasing year by year.
We talked earlier and contemporary problems of young people, in which insomnia is a very important one, which also gave birth to more than one hundred billion market.
1, “Top 8 troubles for contemporary young people:No money, hair loss, singleness, insomnia…”
2, “2.4 million people off single Difficult, 250 million people are easy to lose hair
01 It’s hard to sleep well
1, the overall situation is not optimistic
a, a large number of insomnia
Domestic: According to WHO statistics, the insomnia rate of Chinese adults is close to 40%, which is 11.2% higher than the global average.
In the first-tier cities such as Beishangguangshanghang, the rate of insomnia is very high.
abroad: Insomnia is a global problem, there are also common around the world.
The number of insomnia which the United States 35% of the total population, the United States has a population of about 330 million calculations, the need to improve the sleep of the population over 100 million people.
In July 2018, a Japanese home furnishing company conducted a sleep survey of 10,000 domestic 18-79 year olds, and half of them suffered from insomnia.70% of respondents are not satisfied with the quality of their sleep.
b, insomnia rejuvenation
We may think that middle-aged and elderly people will easily get insomnia. In fact, the data shows that young people are more likely to suffer from insomnia than older people.
The 2019 National Health Insight Report pointed out that 84% of the 90s had sleep problems, and nearly 30% of them were in insomnia after 90 years. They did not take effective measures and could only be hard-hitting.
In addition, among the users searching for “insomnia” on the Internet, the age group is 90% after 18-25 years old, which accounts for nearly 40% of the total number.
In the Japanese survey, more than 70% of young people are dissatisfied with their sleep, while young people around the age of 30 are only 25.2% satisfied with sleep.
c, long hours, short sleep
Many insomniacs take a long time to fall asleep, and the time to really sleep is short.
A sleep data released by the Chinese Medical Doctor Association shows that 30.9% of the 90s need more than 30 minutes to fall asleep, and 0.9% need help with drugs.
From 2013 to 2018, the average length of sleep in China has dropped from 8.8 hours to 6.5 hours, and the average length of sleep has decreased by 35%.
More than 60% of respondents fell asleep between 11 and 13:00. Only after 17.5% of the 90s, you can get up early and get up early.
d, women are more likely to suffer from insomnia
In recent years, there have been more and more women insomnia, especially female Taobao shopkeepers, anchors, net red, and new media workers.
A survey report shows that the proportion of insomniacs in men is 24.2%, and the proportion of insomniacs in women is 19.2%.
When the Wenzhou Evening News reporter interviewed in the hospital clinic, the proportion of female insomnia patients was nearly two-thirds.
2, why do you have insomnia?
Are you sleepy, still can’t sleep? In addition to physical factors, what are the reasons?
a, can’t sleep because of poor
In life, there are many factors that can affect sleep. Such as noise, family conflicts, unexpected situations, and so on.
However, poor quality of sleep due to economic problems has become one of the important reasons.
In China, most families have to worry about food, clothing, housing, transportation, education, medical care, and old-age expenses.
The recent rise in pork has made everyone unable to afford it, and the high down payment and monthly payment have made many people a house slave.
In foreign countries as well, in the Insomnia Survey 2019, more than 50% of American adults suffer from insomnia due to financial problems such as daily expenses, pensions, medical care, and insurance.
The 39-54 year olds are most affected by financial problems, with 64%. And between the ages of 23 and 38, 58% were insomnia due to financial problems.
b, work can’t be done well
996 is already very tired, but this is just a superficial phenomenon that everyone sees, because everyone is working all the time.
Go home, keep an eye on WeChat groups, nails, emails, etc. It is normal to have 2 or 3 times a week to work until 12 o’clock.
In the past two years, the overall employment environment has not been particularly optimistic. Most ordinary job seekers can only support themselves for income.
In addition to the high level of work, new jobs, new industries, and new skills bring many challenges.
In the case of new media, in the past, more pictures and texts were used, and professional editors and photographers may be equipped.
But now one needs to write a copy, typeset, take a photo, live, and do business docking.
Responsible platform has also extended from Weibo and WeChat to new platforms such as Vibrato, Fast, Know, 36kr, Today’s headlines, including popular live broadcasts.
There are more demands on the depth and breadth of professional competence for new media practitioners.
The challenge of work is getting more and more difficult, and there are impacts after 95s and 00s. It is difficult to sleep without sleep.
c, reluctant to sleep
I don’t sleep well, sometimes I really don’t want to sleep.
According to the data from the China Sleep Research Association, nearly 90% of Internet people play mobile phones before going to bed, with an average duration of more than one hour.
The 18-24 year old netizens played mobile phones for more than 80 minutes before going to bed.
21-23 pm is the most frequent and concentrated use of mobile apps by netizens, including using social software, watching videos, playing games, online shopping, novels, and more.
The most active after 90, more than 60% of people choose to shop, watch videos and play games during this time.
In the case of live broadcasts, countless young people follow the anchor until late at night, accompanying the anchor to buy and buy, sleep well, and spend money.
Everyone, how many late nights are still shouting team, black, and are not willing to go offline?
02 Multiple solutions for insomnia
Because of the huge troubles caused by sleep, everyone is very expecting to improve sleep naturally, and there are many solutions for insomnia on the market.
1, traditional home
a, concept upgrade: In the past, traditional home furnishing manufacturers may think about how to provide users with a larger, more beautiful and more durable angle to produce products.
Now, consider how to provide users with products that are more environmentally friendly, sleep well, and sleep well.
b, product upgrade: the previous product production and development is a single, fixed function.
Now consider intelligent, data, humanization, personalization, how to add sleep monitoring, posture adjustment, automatic adjustment, smart massage, etc. into the product.
So traditional home furnishing manufacturers should make full use of their existing brands, technologies and production advantages to seize the smart home sleep market.
2, biomedicine
Improving insomnia through medical drugs and equipment, I think it may be the most helpless choice.
Some people may take sleeping pills, some will use melatonin, soothing brain and other brain products, but such products will cause harm to the body for a long time.
For ordinary entrepreneurs, this method has a high threshold for entry and a high operational risk.
3. Electronic Sleep
There are currently a number of ways to improve the sleep environment through sleep lights, sleep micro-currents, brainwave interference, and sleep quality using wearable devices.
These methods are also the hottest tracks at the moment and one of the most anticipated solutions in the future.
Figure: monthly sales of a blindfold
But there is no mainstream electronic intelligent sleep product on the market that has been recognized by the mainstream. Such products are still in the expiration period and trial period.
In terms of sales, it is far less popular than latex pillows, eye masks, and sleeping masks.
03 Why is the insomnia economy blue ocean
Since today there are so many solutions around insomnia, can the insomnia market do it?
I think, of course!
1, the market for insomnia is huge
As mentioned earlier, there are hundreds of billions of markets in the country, and the number of insomnia is increasing, as is the global market.
Public information shows that the market size of the European sleep medical industry in 2010 was US$55.85 billion, and it increased to US$76.73 billion in 2015. It is expected to reach US$108.56 billion in 2022.
The market size of the North American sleep medical industry in 2010 was 58.08 billion US dollars, and it increased to 80.29 billion US dollars in 2015. It is estimated that the market size will reach 118.52 billion US dollars by 2022.
As long as the market is large enough, there is a possibility of involvement for entrepreneurs.
2, willing to pay for sleep
More and more patients with insomnia cannot tolerate the various adverse effects of insomnia and are willing to pay for it.
A Beijing-based entrepreneurial friend almost bought all the products on the market. Various sprays, bracelets, and sleep instruments were bought, even spending tens of thousands of dollars to buy a sleep chair.
And during the 618 this year, Tmall imported sleep-tolerant goods increased by 530% year-on-year. During the double 11 pre-sale period, the number of imported sleep-sleeping products increased by 174% year-on-year, with a growth of 434% after 00.
In 2017 alone, China’s sleep industry market has exceeded 270 billion yuan, of which sleep health products and sleep equipment accounted for more than 90%, reaching more than 260 billion yuan.
3, technology is not developed enough
Although various products and solutions are emerging in the market.
But neither the function nor the therapeutic effect is far from ideal.
From traditional home, medical equipment to electronic products, it is largely subject to the development of technology.
Therefore, with the deepening of research and the increasing popularity of technology applications. Products that improve sleep will be more efficiently applied, and the effects of their product features will gradually show advantages.
4. Some industries are blue ocean
Of course, not all segments of insomnia are blue oceans, and some areas are highly competitive and the thresholds are quite high.
In the smart sleep home market, traditional enterprises have already been laid out, and they are very hot. In related technologies, funds and channels, they also need to accumulate for many years.
In terms of smart wearable hardware, monitoring APP, etc., the product homogenization is more serious and the function is relatively simple.
For example, the most popular latex pillows, steam eye masks in the past few years, the eyes are seemingly selling crazy, but is there still a chance to break through?
On the other hand, people with long-term insomnia are three times more likely to have depression than the average person, and about 35% of insomnia suffers with depression.
So, some patients with insomnia also need psychological counseling. According to the proportion of psychological counseling services provided by 1,000 people per million people in the United States, the gap between Chinese psychological counselors is around 500,000.
Entrepreneurs must seize opportunities in light of their actual situation.
04 Thoughts about sleep
1, APP is only a temporary solution
There are more APPs in the sleep monitoring category, and some even have more than 10 million users, but personally feel that this situation is always short-lived.
a, relying on APP to monitor sleep, both in terms of accuracy and scientificity. For example, if a child suddenly cries in the middle of the night, it will be recorded as a dream.
b, currently available features are relatively simple and have no barriers, such as sleep music. Music APP and reading APP can do it.
c, the core point is that most of the current sleep app only provides hard data, no follow-up guidance, etc., which is a bad injury.
Figure: A sleep APP monitoring chart
Therefore, the sleep-like APP is only a transitional product. It is necessary to build up barriers in the dimensions of product matrix, commodity, and brand cooperation, taking advantage of the accumulated user advantages.
Even involved in the cooperative development of some software and hardware products, such as providing relevant data and technical support.
2, monitoring hardware is a device
It doesn’t really make much difference with APP monitoring, except that the current monitoring equipment is slightly accurate and detailed in obtaining user-related sleep data.
But this is only a superficial phenomenon, because some causes of insomnia are related to the environment, mood, stress, and breathing.
The data such as heartbeat and rollover in wristband or mattress equipment monitoring are relatively basic.
Really do sleep monitoring in the hospital, including brain electrical, respiratory, blood oxygen, snoring, ECG and other parameters.
So, companies that wear wearable devices need to recognize that only improving user sleep is the core value. Smart watches can be replaced by the features currently available.
3. Do small business small products
There are many products to improve sleep, and there are many ways for entrepreneurs to enter the game.. But personally recommend starters, starting with small products.
a, because whether you are planning to make a smart mattress or wear a device, you need to have certain technical capabilities.
b. From the perspective of product development, production, and supply chain maturity, small product production iterations are faster and market inspection costs are lower.
c, if you do moxibustion, aromatherapy and other products. The user has a wide audience and a higher degree of acceptance. The key is that the user’s decision-making cost is also small.
Products like Anshen Tea, eye masks, earplugs, essential oils, and personal care are not the wrong choice for most entrepreneurs.
4, Intelligence is the trend
The biomedical approach must be the vast majority of insomniacs, and finally or the last choice.
In advance, through technology and product methods, sleep-related interventions to improve the quality of sleep, this depends on smart products.
From bed furniture, mattresses, pillows, lamps, shackles, etc., traditional furniture manufacturers must seize the trend of intelligence.
Including high-end hotels, how to do value-added services? How to provide user satisfaction? It is also important to improve the user’s sleep experience.
5, non-improved products
a, night economy
When all entrepreneurs focus on the user’s sleep, think about how to let the user sleep well and fall asleep.
But, since the user really can’t sleep and doesn’t want to sleep, why can’t I find a way to provide better service for the current user?
At present, many cities are vigorously developing the night economy. There are night markets, bars, 24-hour convenience stores, 24-hour bookstores, show shows, and restaurants.
Beijing proposed in the 2019 government report this year that it will vigorously support extended service hours in key neighborhoods, shopping malls, supermarkets, etc. Give cash rewards to restaurants, shopping malls and food courts that carry out night service, up to 5 million yuan.
Photo: Related reports on the night economy
The report shows that in the first half of 2019, the US group’s takeaway night consumption accounted for 35.7% of all-day consumption.
In July of this year, Shanghai’s night-time take-away orders increased by 57% year-on-year, up 4% from June.
In addition to offline, the night economy is also very popular online. Live broadcastGames, education, food and other entertainment can be tapped.
An audio anchor, live 11-1 points per night, there are more than 20,000 people listening online every day, the highest peak of 100,000 people online at the same time.
b, improve after sleep
Insomnia at night will affect the mental state of the day, including appetite, color and other aspects.
If you can’t provide services before going to bed and sleeping, then find ways to improve the user’s sequelae caused by insomnia.
Beauty protection: Insomnia may cause dark circles, swollen eyes, dull skin, acne, etc. Is there a market based on this development-related product?
Midday break: Many people can’t sleep at night, and hope that they can sleep a little better at noon. Then, based on the improvement products extended by the lunch break, can you give it a try?
In addition, it also includes functional products such as liver protection, health care, and refreshment, and psychological counseling services are all aimed at improving the impact of insomnia.
Thinking above, just to help everyone open their minds.
The market for insomnia is at least 100 billion, and the sleep market is over one trillion. Any improvement in functionality and advancement in technology will provide new opportunities for entrepreneurs.
I wish you all a good night!