Recently, because of the remarks related to Xu Xiyuan ( Big S), Wang Xiaofei has been on the hot search for many days.
In an Weibo on November 21, Wang Xiaofei mentioned, "That family costs 400 million NTD, I bought it, paid a down payment of 240 million... Can you change a mattress?" This sentence was originally written by Wang Xiaofei in order to confirm his efforts to his family and satirize Xu Xiyuan's new boyfriend, but inadvertently made a mattress brand popular.
According to Interface News, it is rumored that the mattress mentioned by Wang Xiaofei comes from the brand Hastens, which is a mattress brand born in Swedish in 1852. Its brand feature is to fill the mattress with ponytail hai . Because it insists on traditional handmade natural raw materials and is expensive, it is known as the "Hermes" in the mattress industry.
C Ronaldo, Schwarzenegger, Brad Pitt and other celebrities are all users of Heisten.
Wang Xiaofei's mother Zhang Lan also stated in the live broadcast that the mattress mentioned by Wang Xiaofei is tailor-made for Xu Xiyuan and is expensive. According to media reports, the most expensive model of Hystener mattress is sold for more than 4 million yuan.
Hesten entered the Chinese market in 2008. According to official information, Hesten had more than 30 offline stores in my country as early as 2021. In 2020, Heisten also opened the Tmall flagship store to test online sales. Qianjiang Evening News reported that Hangzhou is the best city in my country that Hesten sells.
With the hot sleep economy, the mattress industry has attracted much attention in the past two years. From the overall industry scale, according to Kaiyuan Securities data, from 2010 to 2020, my country's mattress factory consumption scale increased from US$3.87 billion to US$8.54 billion, with a compound growth rate of about 8.3%, about 4.5 percentage points higher than that of major countries in the world.
From the perspective of development potential, the market penetration rate of of mattress products in my country is about 60%, while that of developed countries is 85%. In addition, most of the mattress replacement cycles of Chinese consumers are 5-10 years, while most American consumers replace mattresses every three years. This means that my country's mattress market penetration still has room for improvement.
However, compared with the top luxury mattresses that are said to be sold at nearly 2 million yuan in Wang Xiaofei's family, about 83% of consumers in my country's budget for purchasing mattresses is concentrated below 8,000 yuan. Less than 1% of consumers have a budget of more than 20,000 yuan to buy mattresses.
From the perspective of market competition, my country's mattress industry has a scattered competitive landscape, mainly small and medium-sized enterprises. Kaiyuan Securities mentioned in its research report that in 2019, my country's mattress industry CR5 (the top five companies with business scale accounted for market share ), of which Musi Co., Ltd. ranked first with an 8% market share.
In 2020, the CR5 of the US mattress market reached 51.4%. It can be seen that my country's mattress industry is not mature compared with developed countries, and the market concentration still has room for improvement.
(Author | Qi Minqian, Editor | Liu Xiaoying)
