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China’s ‘sleep economy’ is growing
Health & well-beingGreater China
The market for sleep aid products in China is growing fast – it could more than double to be worth RMB 1 trillion ($157 billion) by 2030 – and is something brands from other categories may be able to tap into.
Why it matters
COVID-19 has boosted awareness of wellbeing, with sleep a crucial part of that. But in China’s 9-9-6 culture, lack of sleep is something that affects many people and brings with it a range of associated health risks, from cancers to obesity and depression.
Figures from the Chinese Sleep Research Society suggest that as much as 94% of the population is not getting enough good-quality sleep.
Health concerns are driving a market for sleep aid products, which include such things as aromatherapy, meditation apps, melatonin pills.
As wellness comes to be seen as a luxury, brands can position themselves to align with this.
“The sleep economy represents a growing opportunity for our clients across a variety of different sectors including lifestyle, tech, fashion, and luxury,” James Hebbert, UK managing director of Chinese digital advertising agency Hylink, tells Jing Daily.
多样性、公平性和包容性需要发挥作用。在客户和机构层面，这一领域仍然存在挑战，机构继续缺乏内部多样性，而客户则在努力实现 DEI 议程。
来自伟门汤普森中国的 Joyce Ling、Leo Burnett Chicago 的 Aki Spicer、MediaCom 的 Anush Prabhu、We Are Social 的 James Honda-Pinder、22feet Tribal Worldwide 的 Mehak Jaini、The Secret Little Agency 的 Eunice Tan 等领先战略家的专家评论和 OLIVER Agency 的 Nick Myers，可以在这里阅读。