Recently, the divorce dispute between Wang Xiaofei and Da S, former CEO of South Beauty Group, continued to ferment, and the mattress brand "Hastens" (Hastens) was mentioned. As public opinion fermented, Haisi Teng posted several blog posts in succession, and when Wang Xiaofei said that he was "burning the mattress", he posted related content such as "mattresses cannot be lit" to attract public attention.
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Haisi Teng social network is active. Some netizens think that "eating is ugly"
In the celebrity divorce dispute incident, some netizens broke the news that this mattress comes from Swedish high-end brandHaisi Teng, which immediately attracted public attention.
It is reported that Hesten is a top luxury mattress brand from Sweden. It is known as the world's three largest luxury mattress brands, along with British royal brand VI-Spring and the founder of American luxury beds. At present, HiStront's business scope has included bedding, bedding and other accessories products, and the "blue and white grid" design is the brand's classic logo.
It is reported that on the official website of Hystem, the two highest-priced mattresses are sold for over one million yuan. Hashiteng has always been actively promoting celebrity users. C Ronaldo , Angelina Jolie , Brad Pitt , Schwarzenegger , etc. are all "loyal fans" of Hesten. In China, Wang Sicong's girlfriend once endorsed her. Chen Bolin said early, "You can't buy a car, but you must sleep in this bed." In 2016, the An Yixuan , which is about to marry her "10 billion husband", was also photographed by the media selecting HiSilicon in the Lady Department Store.
As the stars posted on November 23, the stars burned the mattress, and Hysteteng also followed the entertainment hotspots to start promoting. The official Weibo of Hysteteng reposted a video from March this year, which showed that Hysteteng's bed "has flame retardant function." Some netizens believe that this statement seems to confirm the aforementioned online speculation, and the brand also "takes off" a wave of popularity. But some netizens also revealed that the mattress brand in the celebrity incident was not HiSilicon. In terms of public feedback, some netizens questioned that Hai Si Teng was paying attention to it and that he had "a ugly appearance."
(Source: Weibo )
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Haisi Teng products were voluntarily recalled, and the online and offline sales are unknown
According to the official website, Hasi Teng said that the mattress products are handmade by craftsmen. As a mattress company that started with horse harnesses, the material of the fast-drying ponytail hair is the highlight of its product. According to Xiaoxiang Morning News, some market personnel said that because of the purely handmade work of Hysteteng, the production cycle of a mattress is between 4 and 9 months, and the price of personal customized models in offline stores will be higher.
is contrary to the high price and the high quality that is vigorously promoted. Heisten once recalled products due to risks. In September 2022, Beijing Market Supervision Administration released a message saying that due to the lack of Chinese instructions, there is a risk of misuse or abuse, Beijing Yizuoyiyou International Consulting Service Co., Ltd. was commissioned by Haisi Teng to voluntarily recall 2,872 Haisi Teng brand beddings sold before March 1, 2022 (based on the date of the consumer voucher record).
In addition, the online and offline sales of Haisi Teng are unknown. According to the official website of Hashiteng, around the world, Hashiteng has showrooms in three places: Chicago , Dallas , and Naples . Since Hysteteng entered the Chinese market in 2006, it has nearly 30 stores, most of which are located in first- and second-tier core cities such as Beijing, Shanghai, Shenzhen, Hangzhou and , Suzhou . On the Tmall platform, HiSilicon also opened an official flagship store. The price of mattresses in the store ranges from 50,000 to 220,000 yuan, while mattresses worth millions have not appeared on e-commerce platforms. According to the People's Daily Public Opinion Data Center observation, most mattresses in the flagship store show that the number of payers is 0.
offline channel, according to Qianjiang Evening News, Haisi Teng has a counter in Vientiane City, Hangzhou. The counter staff said that the Hangzhou store has the best sales in China, and they don’t know the specific reason. In addition, the counter staff said that customers who come to buy this brand are generally people who pay great attention to sleep and quality of life, and are all old customers, which has nothing to do with whether they have money or not.
At present, netizens have negative feedback on this. There are also topics such as #Haisi Teng mattress e-commerce sales 0 orders# and #Haisi Teng was recalled on Weibo due to potential risks#. Some people believe that Heisen mattresses are suspected of using celebrities to hype. Netizen @ldm wants to say that this is a star, helping to cheat people.
(Source: Weibo)
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Entertainment publicity Beware of public opinion backlash, quality and safety are still the focus of development
People's Daily Public Opinion Data Center believes that Haisi Teng has a high publicity sensitivity and is good at using celebrity hot spots to increase brand exposure. In this incident, although HiSilicon has increased its brand awareness, the netizens' sentiment has shown a trend of changing from curiosity to negative. The reason may be closely related to HiSilicon's exposure of risks and incomplete offline customer service attitude towards feedback. Against the backdrop of Hystem Teng's vigorous promotion of luxury materials and hand-made materials, quality and safety issues are exposed, which can easily cause the public's high-end impression to fall from the altar in an instant.
In this regard, the People's Daily Public Opinion Data Center recommends that Haisi Teng should still strengthen quality and safety control. Quality and safety are the foundation of a brand, and it also helps avoid public opinion backlash after frequent exposure and helps the brand develop healthily and stably. When planning and promoting, you should also pay attention to choosing exposure scenes that conform to the brand positioning to avoid adverse effects.
Author: People's Data Research Institute Researcher Liu Xuelun
