Will the intelligent and customized sleep economy be the next market trend?
Editor’s note: This article is from WeChat public account “FBIF Food and Beverage Innovation” (ID : FoodInnovation), author Didi (Claire), Edit Bobo .
There are some market economies that we are still waiting to see, and they may have taken off.
The sleep economy is one of them.
According to the latest China Sleep Index report, from 2013 to 2018, the average length of sleep in China has fallen from 8.8 hours to 6.5 hours. Nearly 38.2% of Chinese people have sleep problems, which is 11.2 higher than the global average. %.
As the saying goes, medicinal supplements are not as good as dietary supplements. If eating can solve sleep problems, why not consumers?
According to the “2018 Healthy Sleep Market Consumption Characteristics and Trends Insights Report” released by CBNData, 2017.07-2018.06, the top 10 online sleep sleep products and online consumers with year-on-year growth in the list of top 10 sleep sleep products, health food , Melatonin / Pine Nut Voxel, and Soothing Brain Supplements ranked third, sixth and eighth respectively.
And sleep aid food has also caught up with a good age: the digital age. The combination of technology and technology will bring more value-added services to consumers, such as intelligent and customized experiences.
According to foreign media reports, the US sleep care brand Remrise has recently raised US $ 8.2 million (about 580 million yuan) in seed round financing. This brand aims to provide users with intelligent and customized solutions through products and private customized solutions. Sleep products.
We can’t help wondering what kind of market sparks will come from the combination of intelligence and personalized customization.
01 Sleep aid food just started, or directly into the 2.0 era?
Most consumers’ attitudes towards sleep aids are ambiguous: eating them may be useful.
After the double 11 and 90 just past, it became the most “bare” crowd. After 90Everyone knows baldness, but everyone knows that people always have baldness, and sooner or later, they can’t be related to staying up late and insomnia.
In December 2017, Alibaba Health and Alibaba Data released the “Insomnia Defeat Fun Data Report”, which showed that compared to “hair loss”, the search for “insomnia” keywords is always high. The data shows that in the age distribution of users who search for the term “insomnia”, the post-90s age group of 18-25 years old accounts for nearly 40% of the total population, defeating their predecessors with an overwhelming “advantage”.
There is a demand and gap in the sleep assistance market.
But compared with the huge market, sleep aids have a small market share.
From the market size of the chart above, sleep devices are the main force, reaching 250 billion yuan, accounting for 89.3% of the market; sleep drugs, sleep health products and sleep services account for only 4.8%, 4.6% and 1.3%. The gap is here.
Offline Salon at Foodtalks “ Emerging sleep economy “, in addition to Mengniu’s functional milk products “Meng Niu · Good night”, Wangwang’s sleeping “Dream water”, Good night technology “Good night water” Related functional products, few other sleep-aid diet products. The sleep aid market is still a tempting citron.
Want Want Dream Water, Image source: Foodtalks
Image source: Good Night Food Tmall flagship store
However, it is such a nascent sleep market that there may be new business opportunities.
According to foreign media reports, US sleep care brand Remrise has recently raised $ 8.2 million in seed funding.
Remrise is a San Francisco-based startup that aims to create a better sleep experience for users. By providing a customized herbal sleep solution, including medications and sleep tracking programs, Remrise hopes to help users develop healthy sleep habits. [5]
Remrise herbal supplements, Image source: Remrise’s official website
Compared to medicinal ingredients, the brand hopes to improve users’ sleep quality through traditional herbal supplements. The company offers users a drug that blends Eastern and Western herbs and amino acids to aid sleep, and the ingredients are formulated dailyAdjustments are made to ensure that users do not develop tolerances to specific ingredients. [5]
Across the traditional sales and marketing model, while Remrise chooses to directly target end consumers, it also brings us new thinking about the sleep assistance market: the sleep assistance market may directly jump into the “intelligent, customized” The 2.0 era?
02 Intelligence of sleep aids
Almost all sleep aid foods and beverages on the market today focus on adjusting the mood and pressure of users to improve sleep status and quality. Then, if the user’s physical condition can be feedbacked in time through the data during the use of the product, this will be even more powerful for the creation and upgrade of sleep assistance products.
And China ’s action plan for the first decade of implementing the strategy of manufacturing power also clearly states: “Intelligent manufacturing is the core of a new round of scientific and technological revolution, and it is also the main direction of digitalization, networking, and intelligence in manufacturing.”
In an age where everything can be digitized, the combination of brand and technology will also bring fame and fortune.
According to the forecast of the Institute of Foresight Industry, the market size of China’s smart packaging industry will still maintain a rapid growth rate. By 2023, the market size is expected to exceed 200 billion yuan.
On the one hand, it is the market and consumers’ attention, and on the other hand, investors will give a high look.
On February 6 this year, Calm, a meditation sleep aid software, announced that it has completed $ 88 million in Series B financing, and the company’s valuation has reached $ 1 billion. As of that time, Calm had received a total of $ 116 million in investments.
Calm, founded in 2012, is a software focused on people’s mental health. Calm’s software is designed to help users improve mental health issues such as anxiety, stress, and insomnia through a variety of relaxation functions, such as meditation, sleep assistance, light music, soothing exercise, expert classrooms, and scenario simulations.
As early as 2017, Sleepace, a smart sleep brand, also announced that it had completed a 50 million financing round, which was then the largest financing in the field of healthy sleep in China.
Nox music sleep aid, Image source: Sleepace Enjoy Sleep Official Website
So, what is the magic of smart sleep brands and products that have attracted investors to “bet”?
“We are creating an application for tracking and analyzing data,” Remr
Almost all sleep aid foods and beverages on the market today focus on adjusting the mood and pressure of users to improve sleep status and quality. Then, if the user’s physical condition can be feedbacked in time through the data during the use of the product, this will be even more powerful for the creation and upgrade of sleep assistance products.
And China ’s action plan for the first decade of implementing the strategy of manufacturing power also clearly states: “Intelligent manufacturing is the core of a new round of scientific and technological revolution, and it is also the main direction of digitalization, networking, and intelligence in manufacturing.”
In an age where everything can be digitized, the combination of brand and technology will also bring fame and fortune.
According to the forecast of the Institute of Foresight Industry, the market size of China’s smart packaging industry will still maintain a rapid growth rate. By 2023, the market size is expected to exceed 200 billion yuan.
On the one hand, it is the market and consumers’ attention, and on the other hand, investors will give a high look.
On February 6 this year, Calm, a meditation sleep aid software, announced that it has completed $ 88 million in Series B financing, and the company’s valuation has reached $ 1 billion. As of that time, Calm had received a total of $ 116 million in investments.
Calm, founded in 2012, is a software focused on people’s mental health. Calm’s software is designed to help users improve mental health issues such as anxiety, stress, and insomnia through a variety of relaxation functions, such as meditation, sleep assistance, light music, soothing exercise, expert classrooms, and scenario simulations.
As early as 2017, Sleepace, a smart sleep brand, also announced that it had completed a 50 million financing round, which was then the largest financing in the field of healthy sleep in China.
Nox music sleep aid, Image source: Sleepace Enjoy Sleep Official Website
So, what is the magic of smart sleep brands and products that have attracted investors to “bet”?
“We are creating an application for tracking and analyzing data,” Remr