After the consumption upgrade, who will control the "sleep economy"?

Recently, the domestic first-line home textile brand Meng Jie and China Sleep Research Association released the authoritative "Chinese Sleep Quality and Science Report" (hereinafter referred to as "Report"). The "Report" shows that the current Chinese sleep quality data is shocking: about 200 million people are snoring; nearly 300 million people are insomnia; 50 million have apnea during sleep; 38.2% of the country have sleep problems, ranking the world Second, it can be said that the current state of sleep is extremely poor, and various sleep problems are really worrying.

Home textile

In addition, data from iResearch also showed that the average sleep time of white-collar workers living in Beishangguang and other places was 6.5 hours/day, which was lower than the standard recommendation of 7-8 hours/day for adult sleep. The report also said that 66.7% of white-collar workers often work overtime, 81.4% of people have poor sleep quality, and 38.7% have high reaction pressure. Insufficient sleep and reduced sleep quality can directly lead to inefficient work and eventually lead to a bad cycle. Based on the above data, the “sleep efficiency” of Chinese people has become an urgent problem to be solved.

Are all bedding "causes"?

What is puzzling is, what factors make most Chinese people have sleep problems? According to the "Report" survey, in addition to the pressure of work, low mood, and the influence of electronic products, the quality of bedding such as pillows and quilts plays a vital role in affecting the quality of sleep of Chinese people.

According to the report, 80% of sleep disorders are not related to the choice of pillows. This is the most fundamental and most overlooked cause of sleep quality.

In fact, at this stage, Chinese people are seriously concerned about the importance of bedding. For example, the average person often replaces the pillow for several years. As for the material, structure and bacteriostasis of the pillow, it is impossible to talk about it. On the other hand, people pay more attention to the quality of sleep, and have higher requirements for pillows and other bedding. This has also led some foreign textile brands to lead China in terms of scientific investment, technical support and theoretical support in pillows and other bedding. For example, the space pillow developed by NASA NASA has an open cell structure and temperature-reducing characteristics; Thailand's all-natural latex pillow has an ergonomic design and very good elasticity and fit; Japan is more concerned about sleep health, and even a number of "head" custom pillows, and developed a blind eye mask, anti-snoring and other sleep aids ... through domestic and foreign attitudes on bedding and bedding products, more to illustrate the quality of domestic bedding Upgrade.

"The right medicine" is the key

In fact, after seeing the shocking data, our home textile companies are also reflecting on, and in reflection, in the attitude of responsible for the sleep of 1.3 billion Chinese, looking for ways to achieve efficient sleep.

When Meng Jie released the "Report", the group CEO Li Jing launched a pillow brand that is truly suitable for the Chinese sleep system - Sleeper SOMNUS.

Li Jing said: "Sleeping SOMNUS is a pillow brand developed by Meng Jie and Peking University People's Hospital, China Sleeping Society, Peking University, Donghua University and other scientific research institutions and universities to develop sleep needs for different groups of people. Differentiated product system and exclusive personal customized sleep program, and through the three steps of 'measuring, selecting and testing', on-site measurement of the curvature of the consumer's neck, through a large amount of data to study the fit of the pillow, height and hardness, the application of suitable The material and style design of Chinese sleep habits and institutional characteristics, and the introduction of customized pillow cores can be completed in Mengjiemen store within 30 minutes."

At the same time, Li Jing also painted a grand blueprint for "smart internet + home textile" for consumers.

"In the future, under the premise of not disturbing the user's sleeping environment and sleep quality, the data of the users of Mengjie products will be transmitted to the data center of the company. We will make some suggestions for the healthy sleep of users according to the data transmission information." Li Jing said. "If you use Peking University, Peking University People's Hospital and other partners to provide users with professional sleep recommendations for the depth of sleep and the potential health indicators such as high blood pressure, high blood sugar, and eating patterns."

At the same time that enterprises are researching and developing "sleep upgrades", consumers are not idle. After suffering from sleep problems, they began to find solutions through their own methods, such as actively purchasing sleep aid products. Some time ago, a four-piece "nightly" brand of bamboo and cotton under the concept of "deep sleep" launched a crowdfunding campaign on Xiaomi's boutique e-commerce platform "Mijia Youpin", which is centered on quality life. After that, it caused widespread concern of consumers and quickly completed crowdfunding goals within 8 hours.

According to the person in charge of “nightly”, the reason why this product can attract so many consumers' attention and purchase is mainly because the product captures the pain point of consumption. “It is not only a comfortable home textile product, but also a product. Focus on 'decompression products' in a fast-paced life." At the same time, the person in charge also introduced the technology content of “nightly” from various aspects such as color, sound, moisture absorption and ventilation, and sleep decompression.

For example, in the selection of fabrics, the previous duvets will be very thick in order to prevent the downs from running out. When the user turns over, the quilt will make a "squeaky" sound, and in order to create a better sleep experience for the user, "nightly" The fabric is not only soft and comfortable, but also meticulous, no matter the visual or auditory dimension, it brings a new experience to the user. In addition, "nightly" also adopts two ways of fiber fusion, which makes the product both have the moisture absorption and antibacterial function of bamboo pulp fiber and the comfortable and textured characteristics of cotton fiber, forming 1+1>2 on a fabric. The perfect combination of natural, antibacterial, anti-mite and deodorant. In addition to fabrics and materials, the decompression and sleep aid of color matching is also the ingenuity of “nightly”. The person in charge said that as a strong backing of the “nightly” brand, Jiangsu Golden Sun Textile Technology Co., Ltd. specially invited a number of senior experts in the field of color to jointly respond to physiological and physical changes caused by the neuronal transmission of color information from the human brain. , developed a "decompression sleep color" exclusively for every night.

Consumption upgrades for transformation

Nowadays, consumption upgrade has become the most popular keyword nowadays. The behavior of consumers also shows that with the improvement of consumption ability and consumption consciousness, the brand concept, value connotation and spiritual appeal injected by products are the most concerned by users. “In fact, the consumption upgrade is more concerned with the core internal needs of users. The core point is whether the product and the consumer’s self-spiritual appeal can match. It is because we realize this, so we also started to go home textiles. The road to upgrading consumption in the field is no longer to emphasize price guidance, but to advocate spiritual companionship and product value orientation,” said the person in charge of Jinyang Home Textiles.

At present, many home textile brands such as Mengjie, Luolai Life, and Fuanna have also begun to lead the entire home textile industry from the traditional home textile field to mobile health management, and use the “smart internet + home textile” model from the “seller”. Spinning is turning to "selling lifestyle." It can be said that these enterprises have opened up a space in the home textile market in the process of consumption upgrading, and opened a revolution about sleep. Although it is still too early to say that success or failure is now, we believe that the ultimate helm of the sleep revolution must be the "hypnotist" who knows the most about consumers.

In fact, in addition to Meng Jie, Golden Sun, Luolai Life, Mercury, Sino, Neumann, Violet and other home textile brands are also running forward on the road to improve sleep quality, this sleep revolution based on high-efficiency sleep "It is being promoted from the niche consumption pattern to the main runway of consumption upgrade, and the huge "sleep economy" interest battle behind it has also quietly started in the home textile enterprises.