Number of words in this article: 2578｜It takes 5 minutes to read this 35-year-old mattress company. In 2017, its mattress sales volume was 2,752,872 pieces. Calculating the average length of a mattress of 2 meters, Xilinmen sold all the mattresses in a year. It can be discharged

Number of words in this book: 2578｜Estimated to be read in 5 minutes

This 35-year-old mattress company sold 2,752,872 mattresses in 2017. Calculating the average length of a mattress of 2 meters, Xilinmen sells the most beds in a year Pads can be connected from Mohe to Sanya.

"Time is like water in a sponge. If you squeeze it, there will always be some." Lu Xun's famous saying is well-known to every household. A hundred years later, Xilinmen, a national enterprise doing the "sponge" business, was born in Lu Xun's hometown of Shaoxing.

In 1984, after becoming a carpenter, Chen Ayu took advantage of the east wind and opened a sofa workshop in front of his home with only 1,000 yuan on hand. Because of his exquisite craftsmanship and fashionable styles, he made the first pot of gold in his life and saved more than 100,000 yuan.

, a 35-year-old mattress company, sold 2,752,872 mattresses in 2017. The average length of a mattress is 2 meters. The number of mattresses sold by Xilinmen in one year could be stretched from Mohe to Sanya. What’s even more surprising is that the revenue growth rate has been higher than 30% for four consecutive years. In the first half of 2018, revenue was 1.844 billion yuan, a year-on-year increase of 55.6%.

Taking advantage of IKEA's momentum

At the IKEA on Caoxi Road in Shanghai, a video of a mattress pressure test was played repeatedly to show the pressure-bearing capacity of mattress springs and sponges. In the video, the workers' overalls were printed with the words "Happiness comes to the door".

Xilinmen is IKEA’s largest mattress supplier, once accounting for 90% of IKEA’s total purchases. Even after Xilinmen’s own brand business increased, at least 7 of every 10 IKEA mattresses sold globally are still from Xilinmen. The growth and competitiveness of

Xilinmen started from OEM, and the cooperation between the two began in 2002.

At that time, IKEA had huge orders and hoped to find mattress suppliers in China. However, based on Nordic bedding standards, IKEA could hardly find qualified suppliers.

Chen Ayu, who was born as a craftsman, showed the shrewdness, studiousness and courage of the Zhejiang people. After understanding IKEA's quality requirements, he quickly realized that Xilinmen was deficient in craftsmanship, efficiency and stability. He spent a lot of money to upgrade equipment and invested 18 We invested US$480,000 to introduce the American Best 900 computerized quilting machine, invested US$480,000 to introduce a world-class fully automatic cutting machine, and also upgraded the warehousing and logistics system.

The positive attitude of this craftsman from Zhejiang County impressed IKEA and sent a large number of technical experts to provide guidance. "Xilinmen's research and development is led by international buyers step by step." A company insider described it. After 2002, Xilinmen successively became the mattress supplier of Wal-Mart and Yideli (Japan's largest home furnishing chain brand), and entered more than 500 star-rated hotels.

Around 2010, Xilinmen successively launched independent brands such as "Xilinmen", "Fashiman", "SLEEMON" and "Aibei", offering affordable, mid-to-high-end and luxury products. In addition to B-side OEM and sales, we also started selling products to C-side.

Chen Ayu has continued to penetrate into third- and fourth-tier cities by building a dealer system. At the same time, he launched the Taobao plan in 2011 and opened an official flagship store to acquire customers online and offline at the same time.

's independent brand and terminal construction have improved Xilinmen's brand awareness on the one hand, and increased sales and gross profit margin on the other. According to the 2017 financial report, Xilinmen’s self-owned brand gross profit margin is 43.33%, while the overall gross profit margin of ODM and OEM is 22%. Among the two major business segments with almost equal revenue contribution, the self-owned brand has stronger ability to attract money. Quite a few.

In 2012, Xilinmen was listed on the A-share main board and was known as "China's No. 1 mattress stock". In June 2015, Xilinmen’s stock price once exceeded 31 yuan, and its market value peaked at nearly 10 billion yuan.

Currently, Xilinmen has built 6 major production bases in the country in Shaoxing, Paojiang, Chengdu, Foshan, Xianghe and Lankao, with a total area of ​​more than 600,000 square meters, covering production and distribution in the east, west, south, and north regions. With an annual output of 6 million mattresses, its production capacity ranks first in the country.

Customized spine

The first mattress brand that Chinese people know is " Simmons ", which was founded in 1870. Since it entered China in the 1930s, many people still regard it as synonymous with the mattress category. Today, the rise of domestic brands has returned mattress consumption to national brands.

According to statistics from the CSIL Light Industry Information Center in Milan, Italy, China's mattress consumption in 2016 was approximately 54.1 billion yuan, surpassing the United States to become the world's largest mattress consumer market. In 2017, this figure reached 62 billion yuan and maintained rapid growth. China has become the world's most important mattress production base and the fastest-growing consumer market.

The domestic mattress industry faces many challenges. First, compared with the highly concentrated European and American markets, China's mattress industry is generally fragmented. Xilinmen's total market share is only 4-5%, with serious regionalization and low brand recognition. In 2010, Xilinmen only began to focus on selling its own brands. How to get more people to understand and pay for it requires a lot of thought.

Secondly, as a durable product, mattresses have an average replacement cycle of 10 years, which reduces the repurchase rate of users. Taking Xilinmen as an example, in the Jiangsu, Zhejiang and Shanghai areas, the unit price of mattresses is about 5,000-6,000 yuan, and the average unit price of mattresses in the northern region is as high as 10,000-20,000 yuan. If the replacement cycle can be shortened by 2-5 years, the commercial space can reach a higher level.

Xilinmen’s strategy is to win the market for the brand through technological research and development and differentiated innovation. In the process of cooperating with international brands, Chen Ayu realized early on the importance of technological innovation to Xilinmen. The group's annual R&D investment accounts for 3.5% of sales. Based on the 2017 sales revenue of 3.19 billion, the R&D expenditure for that year exceeded 100 million yuan.

Chen Ayu is a boss who highly values ​​innovation and cares about product experience. Every time a new product is launched, he will go to the store to experience it as a customer. Internal employees are also often encouraged to seek innovation and changes in products. Chen Ayu once said: "Xilinmen must not only become bigger and stronger, but also create new ideas that no one else has and we have." In the development of new products, Xilinmen is very willing to "spend money."

"In many categories, Chinese consumers have been in line with international standards, but when it comes to mattresses, there is still no clear answer on whether to sleep on a hard bed or a soft mattress." Xilinmen President Yang Gang told the "21CBR" reporter , since 2013, Xilinmen has conducted a sleep status survey on different groups of people and found that mattresses accounted for 28% of sleep quality problems.

"Through research, we found that 'protecting the spine' is the topic that consumers are most concerned about when buying mattresses." Yang Gang said that after 6 years of research and some professional data from the medical field, they decided to focus on "protecting the spine" brand concept.

"We have included precise support testing in the mattress production process. We collect authoritative data on the human body from all over the country. The bodies of Europeans and Americans are different from those of Chinese people. The Chinese still have to make mattresses that suit their own body shape. Such products are more suitable for our bodies." Yang Gang emphasized.

Yang Gang also said that Xilinmen spent 6 years to find China's most authoritative human body database at 30 sampling points, with a total of 25,000 body shape data, which was summarized into 226 human body models through big data. Basically, everyone You can find your suitable type there.

Based on the force value and deformation of the mattress, Xilinmen divided the mattress into five areas - head, shoulders, waist, hips, and legs. These five areas were further divided into nine modules to form a new " cube ” mattress. "With five zones, nine plans and three comfort layers, we can produce a total of 170,000 mattress combinations." Chen Xiaodong, brand director of

Xilinmen, said: "We will recommend consumers to replace their mattresses in about five years. In the past, mattresses and Similar to furniture, it is difficult to move and replace, but the Rubik's Cube Mat solves this problem and can be modularly replaced from different parts and areas." The "disassembled" product model may increase the frequency of mattress purchases.

Chen Xiaodong said, "When most consumers enter the store to buy mattresses, they have no idea about the brand. Lying down to make yourself comfortable is a time-consuming and inaccurate method. In addition to selling mattresses, Xilinmen also provides supporting products Detection Systems.In some Xilinmen stores, personalized mattress plans can be issued through spinal testing. "

The more accurately matching products are, the more emphasis is placed on experience-based mattresses, and the more attention is paid to the coverage and penetration of terminal channels. In 2018, Xilinmen opened 595 new stores, bringing the total number of stores to nearly 2,000.