Data shows that 44% of young people aged 19-25 stay up late until after midnight

  Text/Chen Xin, All Media Reporter of Guangzhou Daily

  Today is "World Sleep Day", but for this generation of young people, it is a "luxury" to have "good sleep".

The survey shows that 44% of 19-25-year-old young people stay up late until midnight, and the "gen Z" who "pay for sleep" are opening up the trillion-dollar sleep market, and high-value, high-quality, cost-effective sleep products are becoming Become the new favorite of the market.

Experts said that the sleep market is entering a segmented track. For Guangdong, which has a strong supply, digging deep into individual needs will become a "key" to make the potential of the sleep market further burst out.

  Consumers: "Generation Z" spends money to sleep, "love to buy" and "will buy"

  Put the aromatherapy on the head of the bed, spray sleep spray on the pillow, lie flat on the latex mattress and put on the steam eye mask...

  This is the bedtime ritual performed by the "post-95" Internet worker Chen Qun (pseudonym) every day.

The reporter randomly asked a number of "post-95s" and found that there are not a few young people like Chen Qun who rely on sleep aids to fall asleep.

  The "2022 Chinese National Healthy Sleep White Paper" jointly launched by the China Sleep Research Association and other institutions shows that 44% of young people aged 19-25 stay up late until after midnight, and young adults aged 19-35 are the age group with high incidence of sleep problems. It has gradually become a common pain point for young people.

  The keen market has long realized that there are vast business opportunities hidden in the sleep anxiety of young people.

Some institutions predict that the overall market size of China's sleep economy is expected to exceed one trillion yuan in 2030.

Yao Jiqing, deputy director of the Sleep Industry and Transformation Professional Committee of the China Sleep Research Association, vice chairman and president of Deuce Group, pointed out that "Generation Z" attaches great importance to sleep problems and is more willing to invest in their own sleep, so they have a consumption potential that cannot be underestimated.

  In terms of sleep, in addition to "loving money", young people "will spend money".

Yao Jiqing concluded that "Generation Z" chooses sleep products to pay attention to "three highs", that is, high appearance, high quality, high cost performance, and they are more willing to try new things.

Qin Wen, deputy general manager of Sino Home Furnishings, pointed out that "Generation Z" is a generation of "high-money businessmen". They will take the initiative to learn and research product knowledge online, consume from their own needs, and communicate and share on social media. Willingness to believe in the impact of user reviews.

  Market: Young people "force" enterprises to develop towards intelligence, personalization and sense of design

  The sleep industry has been well versed in "getting young people to win the world", and the "picky" of young people is in turn "forcing" the market to self-renew.

Yao Jiqing pointed out that in order to meet the preferences and needs of "Generation Z", sleep-related enterprises are innovating and developing in the direction of intelligence, personalization and design, which is also a challenge for the future.

  Tan Wen also said that "rejuvenation" is currently a hot topic in the industry, and following the younger crowd is the correct way to play.

As for the specific "playing method", Tan Wen took the product as an example: IP-based appearance in design, use "cute" to define youthful state in vision, and launched a series of products with bolder shapes.

For example, the company launched a co-branded "Little Yellow Duck" pillow with B.DUCK, and developed a series of sleep aid and pressure relief products with Sanrio's Hello Kitty; and functionally, targeting young people, it is more intelligent in product interaction For example, in cooperation with Huawei, it has launched smart pillows and photosynthetic rejuvenating machines to monitor consumers' sleep data in real time.

  But the "Gen Z" who have a high degree of acceptance of new things also have more thoughts of their own.

Some young consumers pointed out that smart bracelets and smart watches at three-digit prices can already meet the needs of monitoring life data. Why spend more expensive prices on smart pillows or smart mattresses?

This "shrewdness" is undoubtedly also urging brands to think "one more step".

Yao Jiqing explained by taking a smart mattress as an example, in addition to automatic detection of vital data, it can also provide sleep solutions, adjust the hardness of the mattress, provide corresponding support for different parts of the body, and adjust the temperature curve in conjunction with the air conditioner: sleep Turn down the temperature during sleep, and turn it up after sleep.

  Other sleep aid markets such as aromatherapy, eye masks, and ambient lights are also facing "challenges" from young people.

Ms. Lin, a related person of an aromatherapy brand, told reporters, "Young consumers have a taste of 'tricky' and 'like the new and hate the old'. They require the appearance of the product to have aesthetic value, and to have an artistic decorative effect in the bedroom; the fragrance must be unique and atmospheric, even the most traditional. The sleep-aiding 'lavender scent' also has to smell different levels, and even smell 'a story'."

  Expert: Mining personalized needs is the "key" to release the potential of Guangdong's sleep market

  "Not sleeping well" is a common problem among contemporary young people, but it is worth noting that the causes of insomnia vary in different regions, occupations, and income groups.

According to the "2022 Chinese National Healthy Sleep White Paper" survey, the average sleep time of residents in first-tier cities is 6.94 hours; in second-tier cities, it is 6.78 hours; in third-tier cities and below, it is 7.15 hours.

  In the eyes of young people, "universal" products may become synonymous with "everywhere", unable to retain their "unique" hearts for a long time.

Pan Helin, co-director and researcher of the Digital Economy and Financial Innovation Research Center of Zhejiang University International Business School, pointed out that mining personalized needs and increasing the subdivision of the track is a "key" to fully flow the potential of the sleep market.

  Taking Guangdong as an example, Qin Wen said that Guangdong has a developed economy, fast pace of life, and active nightlife. Therefore, staying up late and lack of sleep are the pain points of young people in Guangdong, which are reflected in the later and later sleep time and shorter sleep time. .

Guangdong consumers have higher requirements for sleep quality and higher spending power, which also means that sleep and sleep aid products are in strong demand in Guangdong.

  Not only the consumption power is strong, but the sales power is also strong.

Qin Wen proudly said that Guangdong Province occupies half of China's sleep industry, for example, Guangdong Province has the largest number of mattress manufacturers.

The competitiveness of high-quality "Made in Guangdong", sleep super factory, and Guangzhou goods in the domestic and even global consumer markets has been further recognized by the market.

  Pan Helin pointed out, "Despite the huge demand and strong supply in the sleep market in Guangdong, there is still a lack of in-depth excavation of the sleep market. In the future, products should be shifted from generality to pertinence. After all, each person has different reasons for insomnia, and segmentation for specific groups of people is necessary. The market will have more potential." He suggested that in the future, Guangdong can improve the customization ability of sleep aid product manufacturing through digitalization, and accurately locate the factors of insomnia to launch products in a targeted manner.

"For example, we should conduct in-depth research on the life rules of young people. If insomnia is due to work anxiety, then products with mental soothing functions are more targeted."