[Abstract] Simmons is not only a name, but also a mattress brand, but also a synonym for spring mattresses in the hearts of Chinese people. Recently, Simmons, the world's largest mattress manufacturer, filed for bankruptcy protection. The incident not only caused people's high attention to the industry, but also caused the domestic mattress industry to think about product structure, crisis response, sales channels, and debt restructuring. Simmons is not only a name but also a mattress brand. It is also synonymous with spring mattresses in the hearts of Chinese people. Recently, Simmons, the world's largest mattress manufacturer, filed for bankruptcy protection. The incident not only caused people's high attention to the industry, but also caused the domestic mattress industry to think about product structure, crisis response, sales channels, and debt restructuring. Several domestic first-line spring mattress manufacturers said in an interview with the Information Times that the domestic mattress industry should focus on technological innovation and health and functionality, and brand building should also be tailored and cautiously use celebrity endorsements. Market demand is increasing by 20% every year. It is understood that domestic mattress consumption habits are different from those in the United States. Americans have always regarded mattresses as consumables, and the replacement period is from six months to one year. In China, mattresses have been replaced for 10 years. Years of durable goods. However, this consumption habit is changing with the consumption of the Chinese people to the consumables, and the domestic mattress market is increasing. According to Zhang Bingbing, secretary general of the China Furniture Association Upholstered Furniture Committee, China's upholstered industry started in the early 1980s and developed rapidly in the past 20 years. In 2007, the annual output of soft mattresses in the country reached 22 million beds. Sales amounted to approximately RMB 17 billion. Undoubtedly, the introduction of spring mattress not only changed the tradition of Chinese people using wooden beds, but also improved the quality of sleep of Chinese people. Soft mattresses have become an indispensable consumer goods for Chinese people to marry and move. According to the mattress renewal period of 10 years, there are 34.37 million households in the mainland, with an annual demand of 35 million beds. On the other hand, domestic residential construction is increasing by 600 million per year at a rate of 15% per year, and 6 million per year. The demand for mattresses; plus the annual demand for mattress renewal for 10 million young people and more than 1.2 million rooms in 11,000 star hotels, the demand for the domestic pad market is not only huge but also durable. . Tailor-made clothing strengthens brand building. The current market situation is that domestic mattress demand is increasing rapidly, but there is no leading brand like Simmons, and foreign brands are eroding the market set by domestic brands. According to the data of the China Furniture Association, there are more than 1,000 domestic spring soft bed manufacturers, and the first-line brands such as Guangdong Suibao, Zhejiang Xilinmen and Huawei Media occupy a dominant position in relatively independent regions. Since 2000, more than 30 foreign padded brands such as American Simmons, British Slim Bailan, and South Korea ACE have entered, forcing domestic soft pad companies to compete in the cultural connotation of brand building and after-sales service, and promoted softness. Pad companies are awakened and matured in brand awareness. Mr. Li, the person in charge of the domestic spring mattress leading brand Suibao mattress, said that in the context of fierce market competition and serious homogenization, domestic mattress enterprises should change their dependence on the single market and vigorously expand the market of various forms; At the same time, it is necessary to have a keen insight into the feelings of consumers in a timely manner, develop new products, develop new technologies and enrich product structures in a timely manner. Gong Li’s endorsement of Xilinmen and Yuanquan’s endorsement of nature, the celebrity endorsement trend of the mattress industry, many companies said that celebrity endorsement is only an implementation of brand marketing, depending on the status quo of the company's own brand development to decide whether to adopt this means. Focus on functionality and health care At present, the biggest problem in China's mattress industry is that low-level competition is obvious and products are relatively simple, and technology introduction and imitation are obvious. Mr. Zhang, the general agent of Mousse Cage Health Sleep in Guangdong, said that one-third of his life is in bed, and domestic mattress companies should focus their research and development on sleep quality and health function research. For example, in view of the current situation that China will enter an aging society, we will actively develop elderly health care furniture. Mr. Li, the person in charge of Suibao Mattress, said that in terms of technology, whether it is a spring bed net or a sponge inside, the filling material has great influence on the comfort of the mattress and the sleeper. Enterprises should continue to innovate in the functional aspects of mattresses. For example, Sui Bao introduces the versatile OUTLAST thermostat technology to let sleepers experience the feeling of sleep in winter and cool in summer.

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