When you search for insomnia on the microblog, you will see # more than 30000 posts on insomnia. The top topic is "why do you have insomnia?" After following, it shows that it has become the 40816 fan. Baidu's "insomnia" entry has more than 100 million results. Public data show that at present, more than 300 million people in China have sleep disorders, and the sleep economy has reached 100 billion yuan.
30000 posts, 100 million results, 300 million people, 100 billion market... Since when have more and more people become "households with sleep difficulties"?
Xiao Li, who works in an Internet company, has sleep disorders in recent years. She will buy melatonin and take oral sleep aid. "I feel that many people around take such drugs, and melatonin is not a rare drug."
Compared with drugs or slightly drunk sleep aid, sleep aid software is more novel and relatively small. "What's said inside is particularly attractive to sleep." Engaged in journalism, Ms. Liu told reporters that she used an audio software to choose a program that sounded comfortable every night and could fall asleep in a few minutes. The reporter found that on this software, most columns are charging mode, with prices ranging from tens of yuan to thousands of yuan.
Similarly, some interviewees told reporters that to deal with insomnia, she would open a yoga app before going to bed and listen to the above "meditation" program to achieve the effect of helping sleep. "Free usually lasts only 15 minutes, and more have to spend money to buy. I would listen to free, very relaxed, and usually fall asleep in less than 15 minutes."
In order to save sleep, the sleep aid market has quietly opened. In addition to common sleeping drugs such as melatonin, household products represented by mattresses and pillows, sleeping aid small objects such as aromatherapy, night lights, eye masks and earplugs, as well as food and beverage products such as Anshen tea and "black technology" products such as sleep aid software, sleep stickers and sleep instruments are popular on major e-commerce platforms.
best selling sleeping aid items 10 million + , China sleep market scale five {123456
She felt "dizziness, heart discomfort and anxiety". In the interview, a writer said she had been troubled by insomnia for two years. In order to alleviate sleep disorders, she first chose to buy prescription sleeping drugs in the hospital. However, due to easy dependence and inconvenient purchase of drugs, she had to consider other consumption options, including foot soaking bucket with massage function, steam eye mask, sour jujube ren'an magic tea, White noise played by smart products... And office workers told reporters that they plan to buy a new mattress to improve sleep comfort in the near future.
Shell finance reporter browsed the e-commerce platform and saw that there are many popular products in the field of sleep.
Hold an egg sized sleep instrument in your hand and turn on the switch to "sleep healthily". On a number of platforms, sleep aid has become a popular health product, endowed with the miraculous effect of black technology. In this way, it is claimed that people can have deep sleep instruments, which can be purchased cheaply for only tens of yuan, and the relatively high price of sleep instruments is mostly hundreds of yuan.
The shell finance reporter of the Beijing News learned that in the economic field extended by sleep, small scientific and technological products such as sleep instrument are only the tip of the market iceberg. "Sleep aid technology", "redemption of insomnia patients" and "sweet dream, good sleep and peace of mind". In many eye-catching publicity, sleep products are extended from traditional home hardware to scientific and technological instruments, from prescription drugs to health products and food such as melatonin.
Enterprises engaged in sleep business also launch various sleep aid products that act on human senses, such as essential oil "aromatherapy" for smell, steam eye mask for eye soothing, noise reduction earplugs for isolating sound, and hardware or software for playing white noise. In addition, new products such as sleeping spray, sleeping cream and sleeping paste are also coming out. In a word, sleep products have penetrated into many fields, such as home hardware, medical and health products, scientific and technological products, food and beverage, auxiliary small commodities and so on.
The reporter of shell finance and economics found that melatonin and sleep stickers are popular in sleep products, and the sales volume of many products has reached 100000 +. On short video and e-commerce platforms, sleep related products are sold live almost at any time, and the sales of some products have exceeded 10000.
According to the 2021 white paper on exercise and sleep released by the China Sleep Research Association, more than 300 million people in China have sleep disorders. Especially for office workers, insomnia not only means an increase in health risks, but also leads to the inability to work efficiently.
Several research reports also show that the problem of sleep disorders in contemporary people is becoming increasingly serious. For example, the "China sleep index report" released in Xlinmen Furniture Co.Ltd(603008) 2021 shows that the average sleep time of Chinese people in 2020 is only 6.69 hours, which is 2 hours less than that in 2013. Among them, the average sleep time of takeout riders, couriers, medical staff, Taobao shopkeepers and we media practitioners is only 3-6 hours, and falling asleep after midnight is a common phenomenon. 58.5% of Chinese people think they sleep shallow and deep enough to meet the standard.
The widespread sleep disorder has directly spawned a 100 billion market. AI media consulting's 2021 Research Report on China's sleep economy industry shows that China's sleep economy has entered a rapid development period in recent years. From 2016 to 2020, the overall market scale of China's sleep economy has increased from 261.63 billion yuan to 377.86 billion yuan, an increase of 44.42%. It is expected that in the future, with the continuous improvement of the market penetration of sleep products, the types of products will continue to increase, The market scale will continue to maintain the growth trend.
On March 15, 2019, China sleep conference was held. The data show that a large number of people with sleep problems bring a huge sleep industry market. According to incomplete statistics, the market segment of China's sleep product industry involved in improving sleep products was 211.4 billion in 2015. By 2018, the capacity of China's overall sleep market (including bedding, home, etc.) had exceeded 100 billion yuan.
competition in mattress industry intensifies , gross profit margin exceeds 30% there is decline risk enterprise sprint I {123456 Po
"One third of one's life is spent in bed." A common saying in the announcement of mousse shares not only shows the importance of mattresses to sleep, but also shows the rigid demand of mattresses and other sleep products in the market. The 2019-2020 online sleep consumption report launched by JD platform shows that the highest consumption tendency is to "improve the comfort of bedding".
Among the sleep products, home products such as mattresses constitute the most prominent part of the sleep economy, and the corresponding home enterprises have become an important economic entity of the sleep economy.
Shell finance reporter browsed the network platform and found that the price of memory cotton, natural latex mattresses and smart mattresses is often tens of thousands of yuan. Many well-known brands have launched new mattresses for sleep health. The more high-end smart mattresses also include sleep data monitoring such as heart rate and deep and shallow sleep. For example, the smart 1 smart mattress launched by Xlinmen Furniture Co.Ltd(603008) costs 65999 yuan on an e-commerce platform, including soft and hard adjustment, sleep analysis and other functions.
The reporter of shell finance combed the financial situation of Listed Companies in the field of home furnishing and saw that many companies have actively arranged for the concept of sleep economy in recent years, including launching memory cotton products focusing on improving deep sleep, publishing research reports in the field of sleep in combination with production and research, and strengthening the research and development of new products.
In the second half of this year, two household enterprises of great concern issued or updated prospectus to apply for listing.
On November 12, mousse submitted its prospectus for the second time to improve the relevant feedback previously put forward by the regulatory authorities. Mousse's prospectus shows that it is mainly engaged in the R & D, production and sales of healthy sleep system, and its main products include medium and high-end mattresses, bedsteads, bedding and other products.
On November 26, qusleep technology, which was to be listed on the gem since July last year, updated the latest developments, and released the prospectus (Registration draft) and the audit instructions of the law firm on its financial problems.
Shell finance reporter combed the financial situation of 8 home furnishing companies that have made layout in the field of sleep, including Xlinmen Furniture Co.Ltd(603008) , Jason Furniture (Hangzhou) Co.Ltd(603816) , Healthcare Co.Ltd(603313) , Shanghai Shuixing Home Textile Co.Ltd(603365) , Hunan Mendale Hometextile Co.Ltd(002397) , Shenzhen Fuanna Bedding And Furnishing Co.Ltd(002327) , mousse shares and fun sleep technology, and found that the annual operating revenue is mostly billions of yuan, such as the operating revenue of traditional well-known brands Xlinmen Furniture Co.Ltd(603008) in 2020 is about 5.6 billion yuan and that of Healthcare Co.Ltd(603313) in 2020 is 6.5 billion yuan.
Among the eight listed companies, Jason Furniture (Hangzhou) Co.Ltd(603816) had a higher income scale, with an operating income of about 12.6 billion yuan last year. Fun sleep technology has a relatively low income, with an operating income of 479 million yuan in 2020 and an expected operating income of 493-503 million yuan this year.
In terms of sales channels, most household listed companies adopt the dealer model. In recent years, with the overall consumption channel shifting to online, major companies are also shifting from offline traditional distribution channels to e-commerce channels. However, due to the problems of pre-sales experience, transportation and after-sales of household products, most enterprises still focus on offline channels.
In terms of channels, qusleep technology to be listed on the gem is special. It mainly adopts the asset light business model of "outsourcing production + Internet sales", and the company's revenue mainly comes from online sales. According to the prospectus, from January to June 2021, the sales amount of fun sleep technology mattress products was 101 million yuan, with a gross profit margin of 34.16%, and the offline sales amount was only 816100 yuan, with a gross profit margin of 32.10%. The gross profit margin of online sales of other categories of products is more than 30%, and most of the gross profit margin is higher than that of offline sales.
Mousse's prospectus shows that during the reporting period, the company's comprehensive gross profit margin was 49.14%, 53.49%, 49.28% and 45.61% respectively, which has been maintained at a high level.
However, with the intensification of Chinese competition and the impact of international brands, the home industry is currently facing the risk of declining profit margins.
Both mousse and Xlinmen Furniture Co.Ltd(603008) suggested in their public information that the intensification of market competition may lead to the decline of the average profit margin of the industry.
melatonin and steam eye mask become the new favorite of consumption " " layout of multiple pharmaceutical companies
Shell finance reporter found that listed companies in medicine or food health care have also made efforts in the field of sleep. Melatonin, which is popular on e-commerce platforms, is mostly produced by large pharmaceutical or health care enterprises. In addition, many listed companies have launched auxiliary sleep products such as steam eye masks.
According to the overview of China's sleep economy industry in 2021 released by toubao Research Institute, the consumption scale of home hardware accounts for about 70% of the overall sleep economy, followed by auxiliary products such as drugs for insomnia and health products to promote users to sleep, with the consumption scale accounting for about 20%.
On several e-commerce platforms, the reporter of shell finance found that the melatonin brands with top sales were By-Health Co.Ltd(300146) , Zhejiang Conba Pharmaceutical Co.Ltd(600572) , Renhe, amendment, Beijing Tongrentang Co.Ltd(600085) , gold partner and some imported brands. Many melatonin products sold more than 100000 bottles.
The operating conditions of sleep products are also reflected in the financial reports of some listed companies. The reporter of shell finance and economics noted that in May 2021, By-Health Co.Ltd(300146) newly obtained patents include a health care composition and health food with sleep improvement and / or antidepressant effects. In terms of new health food Filing Certificate, in June 2021, By-Health Co.Ltd(300146) obtained the Filing Certificate of xinghaoban melatonin tablets (cow milk flavor). The financial report mentioned that its star product "melatonin" drives the business growth of market segments by accurately positioning the market demand.
Yunnan Baiyao Group Co.Ltd(000538) in recent years, Taibang eye patch and "Guochao IP Teddy Bear" hot compress steam eye mask have been successively launched. The 2021 semi annual report shows that in the June 18 event, the sales volume of eye mask category ranks third in the store. In the first half of 2021, Yunnan Baiyao Group Co.Ltd(000538) affiliated company Tibet jiushizhihe Marketing Co., Ltd. sold steam goggles for 245900 yuan.
Zhejiang Conba Pharmaceutical Co.Ltd(600572) the semi annual financial report of 2021 shows that the sales revenue of eye health products such as "Zhenshiming" brand eye mask and eye care continued to maintain a stable growth, with a year-on-year increase of 32.52%. Zhejiang Conba Pharmaceutical Co.Ltd(600572) the related party Zhejiang kejing Network Co., Ltd. sold 1.84 million yuan of eye masks and eye patches during the reporting period.
Home furnishings, health care products, scientific and technological products, audio software and other products compete on the same platform, how to choose their own products, and which products may be "IQ tax"?
Liu Yunzhou, a Beijing Beijing Tongrentang Co.Ltd(600085) doctor, said in an interview with shell finance reporters that if the auxiliary means such as sleep instrument, mattress, incense and white noise are used properly, they do have a certain sleep aid effect in principle, but if the product itself has problems or is used improperly, it may also aggravate the problem of insomnia. For example, if the current stimulation does not reach a certain intensity, it may cause mental excitement and lead to insomnia.
In addition, excessive sound interference will have a negative effect on sleep. Audio software is not suitable for insomnia caused by upset and dryness, nor for neurasthenic groups.
For mattress products with tens of thousands of yuan, Liu Yunzhou believes that many people now have problems in cervical vertebrae, lumbar vertebrae and thoracic vertebrae. For the resulting neurological disorders and unstable sleep, latex mattresses and memory mattresses help to alleviate the tension of spine and improve insomnia. But he suggested, "if there are pathological problems in the body, you must go to the hospital for examination and determine the cause before you can treat insomnia."
(Beijing News)
