Promoting New Sleep Machine
Essay Preview: Promoting New Sleep Machine
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Industry overview
With the rapid development of society, the sleep problem becomes more and more significant for modern Chinese people, and it also becomes one of the most important problems of public health. Therefore, Chinese people pay more attention to find the method to improve their sleep quality. In order to enter the Chinese market successfully and satisfy our customers’ demand, we did a lot of researches to have a deep understanding of the Chinese sleep market.
Firstly, we found that China has a huge sleep market where a number of people have sleep problems in their daily lives. According to the “China Sleep Index Report 2015”, about one-third population of China have serious sleep problems (2017). At this point, we need to recognize that the total population of China is 1.3 billion, so the one-third population of China is really a huge number of our potential customers. In addition, according to the statistic of WHO, “the sleep market in China is estimated at 10 billion RMB”(2016). According to insider’s analysis of sleep industry, the annual growth rate is over 20% (2016). This is a great opportunity for our product. Furthermore, with the rapid pace of life and the increases of social pressure, the proportion of sleep problems is also significantly increased in China (2017). Therefore, China is a good marketplace for our product, since our product is helping people get better sleep.
Secondly, there are some reasons for sleep problems in China. At first, according to “China Sleep Index Survey Report”, there are 55.4% of Chinese people think that work stress leads them hard to sleep, and 56.9% of Chinese people said that life pressure lead to their insomnia (2013). Also, there are some other sleep negative impacts that influence Chinese quality of life. They sleep curious, snorer, restless leg syndrome, tired, cannot stay asleep, new parents, partner snores, shift change/ jet lag. In addition, modern social life increases a lot of pressure to Chinese people, and the high-pressure lead to sleeping problem was expanding every year. Chinese people want to have the high quality of life, and they have a higher requirement for themselves (2016).
Thirdly, we found that the sleep problems will promote the risk of chronic disease for Chinese people. As an expert said that “one of the most serious problem for sleep is snoring, it will cause the sleep apnea(OSA) for people” (2017). And according to the “China epidemiological analysis”, the prevalence of OSA was increasing year by year (2017). According to the article “世界睡眠日：中国约有三分之一人存在严重睡眠问题”, the experts indicated that the sleep problems are one of the main sources for many chronic diseases for Chinese people, and the major way to solve these chronic disease is to prevent them (2017). Therefore, this is a good situation for our product. We not only have a huge market in China, but also can utilize the increase in general awareness of sleep problems.
In addition, according to our research, we found that due to the limited number of existing medical centers and limited carrying capacity, most OSA patients cannot have treatment effectively in China (2017). Therefore, the demand of sleep treatment in china is very big. One important function of our product is tracking their sleep data, and gives professional advice to help people sleep better. After using our product, it is unnecessary for customers to see doctors anymore.
Moreover, after our research, we found Chinese people would like to use two major ways to improve their sleep quality. According to the article “世界睡眠日：中国约有三分之一人存在严重睡眠问题”, it shows that Chinese people are more and more focus on their health problem, and they track their health data every day (2017). The most important things they are tracking are diet and exercise. Chinese people lack general awareness and understanding on sleep. They do not know the importance for sleep and they do not know how to improve their sleep.
After tracking their health data every day, Chinese people also use traditional ways to improve their sleep quality. According to our research, there are three major traditional ways (2013). Firstly, before people go to sleep, they wash their feet use hot water. After washing feet, people will do the simple feet massage for their feet. Secondly, people usually drunk some lotus seed tea, and this kind of tea could help people stop fever and calm the nerves. It is a good way to promote sleep quality. Finally, people usually drink some milk before they go to sleep (2013). These all of simple methods only can promote sleep a little. Therefore, people need a good sleep machine to help them improve their sleep, and the Sleep score is an excellent choice.
After that basic information of sleep market in China, we found that Athlete is a high-pressure occupation in China. According to the article “十大压力最大行业：公务员居首,运动员第五”, it mentioned that in the top ten pressure industry in China, athletes are the fifth (2010). It indicates that professional athletes need to work and train repeatedly every day, so they have a lot of pressure on their bodies.
Furthermore, China has a lot of athletes in different kind of sports. For example, according to the article “How many soccer players in China”, it indicated that china has almost 8,000 soccer players (2011). It only calculates the professional soccer players without including the school and amateur soccer players. In addition, FIFA announced that China owns 710,000 soccer players (2011). These two statistics can prove that China has enough soccer players. In addition, until now, the number of register basketball players is 1,000. Although this number is not big, but China has almost 50,000,000 people like to play basketball and many of them want to be basketball players. In the future, it will have more register basketball players in China. Moreover, in 2016 Rio Summer Olympic Games, it is the tenth time that China joined, and Chinese delegation total number of athletes are 416. They all are the best athletes in different fields, and all of them represent each field’s best level. Compare with China, in that Olympic Games, the Japanese delegation has 331 players, the Korea has 204 players, the Russia has 274 players, and the Canada has 315 players. It proves that China has a larger athletes market than other countries.
Target market
Before choosing our target market, we did research about professional athletes or people who want to become athletes in china. We find out that China has a large number of professional athletes or people who want to