China has a growing number of insomniacs, leading to the rise of businesses providing sleeping services. On the Chinese e-commerce platform Taobao, services offering one-on-one chats with “sleeping assistants” have gained popularity. These assistants, advertised as young and good-looking men and women, interact with clients through voice calls to help them prepare for bedtime. The country’s sleep disorders have affected various groups, including college students, young professionals, and new mothers. In addition to sleeping services, the “sleep economy” in China includes products such as sleeping apps, smart devices, sleep syrups, and candles.
| Signal | Change | 10y horizon | Driving force |
|---|---|---|---|
| Growing demand for sleeping services | From traditional sleep aids to personalized services | More advanced and personalized sleep assistance services | Increasing pressure and sleep disorders in China |
| Popularity of one-on-one chats with sleeping assistants | From self-help sleep methods to interactive sleep assistance | Increased accessibility and availability of sleeping assistants | Growing demand for personalized support and interaction |
| China’s increasing number of insomniacs | From a smaller number of sleep disorders to a larger population affected | Greater awareness and focus on sleep disorders | Increasing pressure and lifestyle changes in China |
| Crackdown on ASMR content | From unrestricted ASMR content to regulated and censored content | Limited availability of ASMR for sleep purposes | Concerns about inappropriate content and arousal |
| Growth of the sleep economy | From a smaller market to a booming industry | Expanded range of sleep products and services | Increasing demand for solutions to sleep problems |
| Positive feedback from users of sleeping assistant services | From dissatisfaction with traditional sleep aids to satisfaction with personalized services | Improved customer experience and support | Enhanced emotional support and personalized interaction |