Han said that he paid attention to the sleep market because he was inspired by dream water.

When Han was in the United States, he found that Dream Water, a sleep drink, was very popular in the market, and learned that this product made sleep refreshing and simple through the form of functional drinks. Prior to this, functional products were often sold as health care products, and the sales scene was limited to pharmacies. Mengshui has realized the rapid sales of functional products and expanded the consumer groups of functional sleep-aid products.

"Mengshui's growth in the following year reached 100%, and it showed an increasing trend year by year, which proved that users had a great demand for functional sleep-aid products, and there was a huge market space hidden behind it."

Among many sleep solutions, melatonin and sleeping pills are common oral products. These two products can only make people fall asleep quickly, but can't prolong the duration of deep sleep, and treat the symptoms rather than the root cause. In addition, taking it for a long time is harmful to people's health and has side effects such as dependence and addiction.

Pei Haisheng, director of the Research Office of the Institute of Agricultural Products Processing Engineering of the Planning and Design Institute of the Ministry of Agriculture and Rural Affairs, served as the CTO of Good Night Technology, leading the research and development and declaration of core raw materials for good night drinks. Good night technology has been combined with the key laboratory of the Ministry of Agriculture for 3 years, extracting fermentation raw materials and all-natural plants, and scientifically compounding them. Compared with melatonin and sleeping pills, good night water prolongs the duration of deep sleep and improves the quality of sleep, and has the advantages of no side effects and no dependence.

According to the survey, the proportion of people who reach deep sleep in 2020 is less than 24.9%, which is 3. 1 percentage point lower than that in 20 19. Affected by the epidemic, China people's deep sleep time was reduced by 0.04 hours compared with that before the epidemic, and the average deep sleep time was only 1.79 hours. Among them, 58.5% of China people think that their sleep is shallow, and China people's deep sleep is far from up to standard.

Han believes that many people's sleep problems are not passive insomnia, but active insomnia.

Due to objective reasons, the average sleep time of takeaway riders, couriers, medical staff, Taobao shopkeepers and self-media practitioners is only 3-6 hours, and it is more common to fall asleep after midnight.

Sun Wei, director of the Sleep Medicine Center of Peking University Sixth Hospital, once said, "It is not the length of sleep that determines our sleep quality, but the proportion of deep sleep.

As a powerful intervention, sleeping pills and melatonin can only solve the problem before going to bed, making people fall asleep quickly, but they can't make people sleep well. Therefore, when doing product research and development, Goodnight Technology chose some differentiated treatments, adopted the extraction formula of pure plants, and used raw materials such as Ziziphus jujuba seed, γ -aminobutyric acid extracted from rice, beans and kelp, and theanine extracted from fresh tea, which mainly satisfied the pain points during and after sleep.

After the good night water is treated by differentiated products, the user experience will be improved to sleep for 5 hours, which feels like sleeping for 7 hours, and the quality of sleep will be greatly improved.

Good night science and technology team revealed to Red Bowl that at present, the feedback from users of Good Night Water is that the effective sleep aid rate is 68%, the users of Tmall Store buy back 18.4%, and the unit price of repurchased customers is 178, which is equivalent to that each customer will buy about 2-3 boxes when repurchasing.

From 2065438+06 to 2020, more than 2200 sleep-related enterprises were established. The products of these enterprises mainly focus on improving the sleeping environment, health care products, health care instruments, sleep-helping apps and so on. A large number of Internet people have entered the health care track, but due to the lack of professional technical support, their independent research and development ability is weak, and the adoption of OEM mode leads to serious product homogeneity and weak market competitiveness.

Red Bowl Society believes that in order to seize the sleeping market behind 300 million people, it is necessary to enhance the R&D ability of enterprises, take the road of differentiated competition, and develop different functions and services of products from different reasons of users' insomnia, so as to bring different experiences to users and find a foothold in the market.

Han told the Red Bowl reporter that Good Night Technology will launch the "Sleep Plus" series of products in the next step, focusing on the sleep field. On the basis of the function of "having a good sleep", various functions such as protecting the liver and eyes are added to provide users with a consumption experience of "one-time payment and multifunctional health care".