DIVIDED OPINION
"Many parents are willing to pay for milk powder and baby diapers, but refuse to pay for knowledge. I'm ready for challenges in being a sleep consultant," said Lin Xiaonuan, a former journalist.
Earlier in her consultant career, she answered the phone and heard the woman at the other end in tears, and she recalled crying herself.
"I don't want to experience that frustration again. I feel good helping these moms fix their problems," said Lin.
Zhang Silai, a pediatrician, agreed that fixing the problem is very important. Hormonal changes after birth, plus sleep deprivation, can increase postpartum depression in new mothers.
However, critics say that it is cruel and risky to train babies to sleep.
One mom said most of these sleep-training techniques are just variations of the old "cry-it-out" method.
"My heart would break (to let the baby cry). It runs the risk of the baby losing trust. I'd rather not sleep," she added.
Others question the lack of clarity around qualifications and registration for consultants, as the industry is not regulated.
As more organizations target this profitable market and churn out consultants promising parents a full night's sleep, Chen also worried that the reputation of the field will be affected.
"Sleep guidance is different from sleep training, It is not a cry-it-out method. We need to understand the baby's needs, observe signs of sleep and help establish regular daily routines and good sleeping habits," said Chen.
