年轻人的焦虑，撑起3000亿市场？_创事记_新浪科技

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<p>　　周岩是一家酒店的传菜主管，因为疫情，他所在的酒店处于停业状态，他只能待业在家。为了缓解经济压力带来的焦虑，他经常在音频平台上听音乐，后来接触了冥想，下载了专业的冥想App，还花了298元开通年卡会员，跟着课程练习冥想。</p> <p>　　“现在，我每周要打开冥想App两三次，一次跟着练习半个小时”，他说。冥想、正念已经融入他的日常生活。</p> <p>　　像周岩一样，疫情下，有焦虑、失眠等问题的职场人不少，冥想是他们用来缓解问题的方法之一。</p> <p>　　据专业人士介绍，冥想，指的是在安静环境中，闭眼后通过思维引导感官的思考及思维散发的行为。它的源起与印度教、佛教有关，经过1970年以后美国心理学家和生物学家的试验，在生理学上被证明对人类心理健康有积极作用，能帮助人们进行情绪管理、改善睡眠、缓解压力等。</p> <p>　　这是一个正在发展的市场。根据桔子IT数据，从2021年至2022年4月，心理健康领域共发生投融资17次，累计投融资金额超过15亿元。具体到冥想赛道，FLOW冥想和Heartly lab，在2021年均拿到了超千万级人民币的天使轮融资。</p> <p>　　疫情下，冥想市场受关注。不过在国内，人们对冥想、正念的认知度还不够，在后疫情时代，冥想能否在国内做大做强，仍充满未知。</p> <p>　　<strong>谁在使用冥想产品？</strong></p> <p>　　自2020年疫情以来，冥想类App的用户数量受到带动。</p> <p>　　冥想品牌潮汐的CEO郎启旭对深燃表示，他近几年最大的感受是，疫情让人们开始更加关注身心健康的需求，越来越多人开始思考工作生活的平衡，以及人生的价值和意义。</p> <p>　　根据易观千帆数据，2021年6月-2022年4月，潮汐App月度活跃用户从20万上升到30万。</p> <p>　　Now冥想CEO Len也提到，在疫情之前，每个月的用户增长在30万-50万之间，疫情开始后，App的用户下载量翻倍增长，特别在2020年3月份以后，可达到每月60万-100万的增长。现在，这两家老牌冥想产品，累计用户量均过千万。</p> <p>　　这一产业的目标用户不少。单就心理健康来看，2018年的《中国城镇居民心理健康白皮书》显示，中国处于心理亚健康、存在不同程度心理问题的人群分别占比76.3%、16.1%。</p> <p>　　谁在用冥想产品？</p> <p>　　多位行业人士表示，他们的核心用户是25岁到35岁的职场人，其中超过6成是女性用户。</p> <p>　　这是由于这一时期的用户处于职场黄金期，工作压力大，更需要冥想排解。同时，他们也是互联网产品的高频使用人群，对冥想的接受认可度高，付费意愿也比较高。据潮汐方提供的数据，相较疫情初期，2021年潮汐付费用户同比增长超过100%。</p> <div class="img_wrapper"><img src="//n.sinaimg.cn/tech/crawl/60/w550h310/20220530/217a-5a8a2111a7719acf1472c934faa7a2e1.jpg" alt=""><span class="img_descr"></span></div> <p>　　在用户认知度方面，经济越发达的地方，冥想产品用户越多。目前，冥想用户集中分布在北上广深、东部沿海地区。郎启旭介绍，在潮汐App中，北上广深的用户占比超过40%。</p> <p>　　近年，一个值得注意的新变化是，冥想类产品的青少年用户人群在上升。</p> <p>　　郎启旭说，大众认为冥想用户大多是25岁以上，但他们发现年轻用户对于冥想的需求也很大。潮汐的用户里，小于25岁的用户占比约40%。“一开始会觉得有点惊讶，不过在跟很多用户深入交流之后很快就理解了，现在年轻一代在城市生活中面临的压力、焦虑等身心议题，都不容忽视”，他表示。</p> <p>　　另据Now冥想提供的数据，在IOS用户中，其24岁以下的用户占比也有34%。</p> <p>　　而根据《心理健康蓝皮书：中国国民心理健康发展报告(2019-2020)》显示，2020年，青少年抑郁检出率有24.6%。</p> <p>　　冥想类App也在为年轻化的用户做出调整。郎启旭介绍，他们在开拓新用户上，会针对年轻化的人群做推广，弱化内容上的专业性，弱化课程感，场景内容会更加碎片化，让年轻用户更能接受。</p> <p>　　<strong>App也卷起来了？</strong></p> <p>　　周岩在上海参加过一次冥想线下课程，2019年回到江苏老家，因为当地没有冥想线下课程，他就在喜马拉雅上听冥想音乐，从而保持常年做冥想、正念的习惯。到今年，他开始在专业冥想App上学习。</p> <p>　　市面上已经接入冥想、正念内容的产品，分为两类。一类是垂直类产品，专门针对冥想做开发，注重场景的打造，涵盖深度视频内容。这类产品里，不仅有冥想音乐，还有课程、直播、会员打卡等服务，用户可深度学习冥想和正念。</p> <p>　　另一类是综合性产品的分支，在一些音频和健身App上，比如Keep、每日瑜伽、喜马拉雅等，都上线了冥想功能，内容较为初级，目的在于盘活存量用户。有一些用户反馈，对于很多冥想市场的普通用户，在综合性产品上入门级的内容，已经一定程度上满足他们的需求。</p> <p>　　不过，FLOW冥想市场负责人Eason说，“垂类App的好处就是聚焦，当用户真正想体验或学习冥想的时候，会第一时间想到。”</p> <p>　　根据行业人士介绍，这类产品在商业化上，以内容付费为主。</p> <p>　　以FLOW冥想App为例，平台设有30元月度、73元季度、238元年度三档会员模式，用户购买后，可在平台上享受音频内容、音乐、线下活动课程优惠等。同时，平台还设有针对C端的系列课，比如睡眠营5节课；还有针对用户深入学习的培训课，价格在1000元-5000元不等；还有快闪店的线下体验课。这四大付费类型，是冥想类产品的主要付费模式，价格范围在几十元到上千元之间。</p> <div class="img_wrapper"><img src="//n.sinaimg.cn/tech/crawl/190/w550h440/20220530/0ac0-ac46ade55d036d9dea0a150d297c7cda.jpg" alt=""><span class="img_descr"></span></div> <p>　　周岩对深燃表示，相较他曾经报过的三天四夜花费1万多的冥想课，线上的课程“不算贵”。</p> <p>　　不过，冥想类产品扩大付费用户依然艰难。</p> <p>　　周岩提到，在一些冥想平台上，为了吸引用户，有“新人0元计划”活动，即成功打卡前100天，可以全额返现年卡费用。</p> <p>　　Len说，以Now冥想用户为例，付费用户分三个阶段。第一个阶段是前一个月，有六成用户坚持不了。接下来的前三个月，也会淘汰大部分用户。熬过前两个阶段，到第三个阶段，就会变成常年付费用户。不过，他表示，即便是年卡用户，也至少有60%的用户是坚持不了的。</p> <p>　　部分用户对这类App的付费模式并不买单。一些用户反映，这类产品商业化意图过重，一些简单的课程就需要付费，且没有试用就收费，对用户并不友好。</p> <p>　　冥想类App面临的另一个大难题是，内容难形成竞争壁垒。</p> <p>　　冥想App上的产品，主要包含音乐、各类入门课程和直播课程，这些内容难以形成较大差异。FLOW冥想运营蘑菇说，国内市场还没有出现抢夺头部教师资源的情况，因为这个市场在国内才刚刚起步。</p> <p>　　并且，用户很容易获得冥想App的替代品。Len说，对于有轻微焦虑、轻微失眠的用户来说，他们在居家环境中，可以通过做运动，或者买更舒适的床上用品来改善。“用户对冥想的接触度和认知度不够，冥想不一定是他们的第一选择，可替代性很高”，他说。</p> <p>　　在小红书上搜索“冥想”，可关联出33万+笔记，抖音、快手等短视频平台上，也有不少博主在教用户如何冥想、正念等。</p> <p>　　对于国内大部分泛焦虑人群、泛压力人群，冥想并不是他们的唯一选择。这也是冥想产品难以破圈，打开更大市场的原因。</p> <p>　　<strong>冥想的市场到底有多大？</strong></p> <p>　　在精神心理互联网赛道，有媒体报道，针对中国市场，业内人士给出了3000亿元规模的判断。</p> <p>　　不过多位行业人士表示，冥想市场还未形成竞争格局，仍处在早期发展阶段。在国内，获取新用户还是冥想类产品的难点。</p> <p>　　郎启旭介绍，客观来说，海外冥想市场相比国内更成熟，海外用户对于冥想和身心健康需求的认知及接受程度较高。潮汐的海外用户占总用户的20%左右，主要集中在经济较发达的日韩、北美等地。在国外，乔布斯、科比等名人，都是冥想的推崇者，名人效应带动了冥想的普及。在用户更广阔的欧美市场，头部冥想产品Calm和Headspace，已达到20亿美金的估值。</p> <p>　　而在国内，Len说，很多人对冥想、疗愈依然存在刻板印象，认为冥想带有玄幻、宗教色彩，将它和禅修联系到一起。“一部分公众对它的认知，还觉得是有宗教色彩的修行”，Eason也表示。</p> <p>　　郎启旭的感受是，“几年前刚开始做潮汐的时候，身边的朋友们对正念冥想了解的人还比较少，但在这一两年发现有越来越多的朋友们开始主动接触正念和冥想。”他说。</p> <div class="img_wrapper"><img src="//n.sinaimg.cn/tech/crawl/163/w550h413/20220530/fad4-46900df7e1af46c24fd310a16c404d7d.jpg" alt=""><span class="img_descr"></span></div> <p>　　他介绍，目前冥想市场还在开拓用户的教育阶段。潮汐在产品设计与内容制作上，会更围绕都市人群生活和工作场景展开。此外，潮汐会在各种场景下与不同行业和领域的品牌合作，例如和汽车、酒店、新消费品牌以及企业工作场景，让冥想自然融入更多人的日常生活和工作场景。</p> <p>　　其他冥想类产品的推广方式相似。为了吸引用户，Eason介绍，FLOW冥想的做法是，从线上到线下打造完整的链条。比如在线上，会策划各种主题的打卡营和直播活动，推广适合在疫情期间做的7天居家冥想打卡营。在线下，他们会通过各类工作坊、企业定制体验等吸引用户。</p> <p>　　撬动用户付费难，为了开拓营收，这些产品还展开了广告业务和企业合作。不过多位行业人士均表示，冥想产品的广告收入现在接近于零。一方面他们不想用户被广告干扰，但另一方面，更重要的是，广告商对此类产品的认可度也还不高。</p> <p>　　和企业合作，目前看来更有空间。部分企业会向冥想平台采购课程，但这也需要企业对冥想认可，并愿意用这一方式表达对员工的关怀。蘑菇介绍，FLOW冥想已经和100多家企业合作，但更多还是和国内的外企合作。</p> <p>　　截止到目前，冥想产品还没有呈现出大爆发的趋势，目前也并未成长出一款国民冥想品牌。</p> <p>　　从2016年开始，国内开始出现一批冥想产品，经过6年的发展，冥想产品团队规模基本维持在50人以下。Len说，Now冥想目前是40人的团队。而FLOW冥想作为成立一年的冥想品牌，团队目前是30人左右。</p> <p>　　整体来说，在国内，冥想市场还处于早期阶段，大众对冥想的认知不够，以至于很多产品需要做前期的场景介入，更多的曝光在大众日常生活中。让用户为焦虑花钱，冥想产品要走的路还有很远。</p> <p>　　*题图及文中配图来源于unsplash。应受访者要求，文中周岩为化名。</p> <div class="img_wrapper"><img 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