According to CBNData's "2018 National Sleep consumption and consumption data report", the average daily sleep time of Internet users in China is 7.1 hours. 56% of people said they had sleep problems, 1/3 of them had sleep problems after 170 million in the 1990s, and 68% said they were not sleeping enough every day.
Tmall international data show that during the 618 period, the number of imported sleep products increased by 530% over the same period, the overall market size was over 300 million yuan, and the proportion of female consumers buying was 75%.
Among them, the king's steam eye mask, Vitafusion melatonin soft sweets, IN ESSENCE aromatherapy essential oil, net red single product Slip silk eye mask, sleeper Thailand latex pillow and other trend commodities are popular, occupy the top five of turnover.
It is worth mentioning that in May this year, Tmall International's British brand Thisworks, with a fast sleepless sleep spray, boarded the 618 sleepless product search ranking first.
During the 618 period, its global sales of 60% came from China, and for the first time, it participated in Tmall 618. The sales volume on the "import day" was equivalent to the 30 day sales volume of a single line store in the UK.
In addition, sleeping beauty essential oil increased 13 times during the 618 period. Australian brand Slip joined Tmall 618 for the first time this year. The slip silk eyewear increased by 783% on the first day.
The single product "ie sleeping oil" from Australia's IN ESSENCE ranked 1 in Tmall International Sleep essence oil. The first day, the single product turnover increased by 1123% compared with the daily sales.
According to the observation, the choice of sleeping products at different age groups is different. After 70 and 80, they prefer sleeping foods and health products such as melatonin and soft sweets. The Thailand latex pillow and latex mattress with higher price are bedding standard.
After 90 or 95, young people prefer sleeping products, such as sleeping spray, steam blinders, silk blinders, noise earplugs, aromatherapy essential oils and so on.
According to the survey, in the past year, the sleep happiness index of Inner Mongolia, Gansu, Qinghai and other northwest provinces of China has been higher than that of the rest of the country.
In contrast, the sleep problems of Shanghai, Beijing, Zhejiang, Tianjin, Jiangsu, Heilongjiang, Fujian and other provinces in the eastern and coastal provinces are more serious, and the sleep happiness index is low.