睡眠，正在成为这个时代最昂贵的奢侈品之一。当"老鼠人"成为年轻人的自嘲，"晚安"成为最珍贵的祝福，一个巨大的商业市场已然浮现。据Flywheel飞 未数据统计，2025年我国有超过5亿人存在睡眠障碍，成年人失眠率高达38.2%。 庞大"特困"人群圈出千亿级消费新蓝海，消费升级与健康意识的觉醒，造就了规模爆发式增长的助眠市场。谁在为好睡眠一掷千金？助眠赛道的爆品如何 设计？ 在2025年7月5日的「2025智云鲸造产品创新沙龙·夜间洗护赛道热点」线下沙龙中，Flywheel飞未消费洞察专家邹圳发表了主题为"夜间睡眠趋势：解码5 亿失眠人的千亿助眠赛道"的重磅分享。 本次分享深度剖析睡眠经济，揭示出4大典型人群画像、3大核心产品需求痛点以及塑造爆品的三维联动公式，并基于AI+START模型系统拆解了助眠市 场"人货场"的关键要素，厘清了涵盖选品策略、概念筛选、人群定位、需求挖掘与爆品定义在内的五大底层逻辑。 报告要点 失眠人群画像：中国失眠人群超5亿，82%为中青年、72%为女性、92%集中于高线城市，医疗养生兴趣声量达4000万+； 健康连锁危机：追求情绪疗愈和睡眠促进健康的理念已深入人心，消费者需求正从从单一 ...

Core Viewpoint - The gravity eye mask, a new sleep aid product, has gained significant popularity in the Chinese market, with sales increasing rapidly due to rising sleep issues among the population and innovative marketing strategies [2][9][13]. Industry Overview - The gravity eye mask market is part of the broader sleep economy, which is projected to exceed 570 billion yuan by 2025 in China [13]. - The industry is experiencing a growth rate of approximately 40%, driven by an increasing number of individuals suffering from sleep disorders, which currently affects around 500 million adults in China [9][10]. Product Insights - Gravity eye masks typically weigh around 250 grams and are designed to provide a gentle pressure that mimics the feeling of being hugged, promoting blood circulation around the eyes [2]. - The product has seen a 100% year-on-year sales increase during major shopping events like the Tmall 618 promotion [2]. - The MiDuDog brand has reported over 10 million yuan in sales from gravity eye masks alone within a year [2]. Consumer Trends - There is a growing demand for sleep aid products among young consumers, with various brands launching innovative products such as sleep-enhancing essential oils and beverages [2]. - The gravity eye mask has sparked mixed reactions on social media, with some users praising it as a "sleeping artifact" while others criticize it as a "smart tax" due to usability issues [3]. Competitive Landscape - Domestic brands like MiDuDog are leveraging local supply chains to offer gravity eye masks at competitive prices, significantly lower than their foreign counterparts [4]. - The market is characterized by a lack of saturation, providing ample profit margins for brands to invest in research and development [11]. Marketing and Distribution - Brands are increasingly focusing on online channels for marketing, utilizing platforms like Xiaohongshu and Douyin for direct sales and consumer education [12]. - MiDuDog has expanded its reach by launching products on international platforms like Amazon, capitalizing on its domestic supply chain advantages [12]. Future Outlook - The gravity eye mask segment is expected to continue growing, with innovations in materials and functionalities to meet diverse consumer needs [11]. - As the sleep economy expands, brands that prioritize user experience and address sleep-related pain points are likely to emerge as leaders in the market [13].

Core Insights - The sleep health of the population in China is deteriorating, leading to a surge in demand for sleep products, with a compound annual growth rate of 29.7% in the sleep aid market [1] - The convenience store channel is becoming a critical battleground for sleep product consumption, with the new unicorn brand Dream Master GMN partnering with FamilyMart to launch its products in over 170 key convenience stores [3][4] - The "Good Night Economy" is being driven by high-pressure urban populations, with convenience stores meeting the immediate needs of consumers for sleep aids [4] Market Trends - The "Gemini Good Night Series" launched by Dream Master GMN includes various sleep aid products designed for instant consumption, catering to the fast-paced lifestyle of urban residents [4] - Convenience stores provide a unique advantage by meeting spontaneous consumer needs, contrasting with the longer wait times associated with online shopping and the limited hours of pharmacies [4][8] - The sleep product market in China is projected to exceed 480 billion yuan in 2023, with the share of convenience stores in offline retail rising from 3.7% in 2021 to 6.2% in 2023, reflecting a compound growth rate of 41% [8] Competitive Landscape - Dream Master GMN positions itself as a leader in sleep emotional therapy, focusing on natural and scientific sleep solutions, with its flagship product achieving global sales of over 30 million patches [7] - The collaboration with FamilyMart enhances the sales model of sleep products, leveraging data analytics for personalized recommendations and promotional activities during peak hours [7] - The potential for sleep products is still largely untapped, with expectations that convenience store channels will outpace traditional sales channels in the next 2-3 years [9]