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"Mattresses have always been a 'boring' industry." Steve Reid, co-founder of Simba sleep (hereinafter referred to as Simba), once said in an interview with the British guardian.
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In the past, if people wanted to buy a mattress, the choice they had in front of them was nothing more than mattress specialty stores such as mattress firm and dreams, as well as large department stores such as John Lewis and Walmart, or furniture stores and brand chain stores. Some people might choose IKEA and Amazon. But not now. With the rise of the Internet and the wide spread of the D2c model, a large number of boxed mattress brands have entered the market and changed the ecology of the industry for decades. The mattress industry with a global scale of 30 billion US dollars is facing unprecedented changes.
To a large extent, this is due to Casper, Simba, Leesa, wakefit, tuft & needle, which are the pioneers of boxed mattresses. They have some common points and are different from the traditional mode:
1. Only in Internet sales, the expansion way is "online offline", and only a few leading enterprises are able to carry out store layout offline.
2. The mattress is packed in a box after being compressed by special equipment. It is small in size and light in weight, which is convenient for transportation.
3. Adopt the D2c mode, that is, "the manufacturer directly faces the consumer", without store rent, labor cost and dealers earning price difference, and provide high-quality products to consumers at a lower price by reducing the cost of intermediate links.
4. There are many marketing actions, and marketing expenses account for a very high proportion of revenue and financing; Advertisements are basically put on major social media and Google, and some enterprises put advertisements offline (such as subway stations and other places).
Jogging, technology enabled
With the development of science and technology, sleep has been given more meaning.
"In the past, sleep was only about rest, about 'whether I feel tired'," Steve Reid, co-founder of Simba, told the British guardian. "But now sleep is a part of our health, and people are generally aware of this. When it comes to buying decisions, people think more about the benefits to their bodies." At present, Simba has the world's largest body anatomy database (10 million people) to provide data support for desig