Author | Zhou Mengting Editor | Yang Yi In this dispute between Wang Xiaofei and the star Big S, the "million mattress" actually became the biggest winner. On November 21, some media revealed that Big S (Xu Xiyuan), who has remarried Korean artist Gou Junye, said that his ex-husb

Author | Zhou Mengting

Edit | Yang Yi

In this dispute between Wang Xiaofei and celebrity big S, the "million mattress" actually became the biggest winner.

On November 21, some media revealed that Big S ( Xu Xiyuan ), who has remarried Korean artist Gou Junye, said that his ex-husband Wang Xiaofei failed to fulfill the divorce agreement and owed her living related expenses. But then, Wang Xiaofei posted the bill on Weibo and responded, saying that Big S's remarriage "is reluctant to change the mattress." Wang Xiaofei's mother and founder of South Beauty , Zhang Lan, said in her live broadcast room that the mattress mentioned by Wang Xiaofei on Weibo was selected by Da S after thousands of choices, and was worth hundreds of millions of yuan.

Suddenly, the "mattress stalk" became popular on the Internet, and aroused the curiosity of many netizens: What kind of mattress is it that makes this former celebrity couple miss it?

Then, on social media, some netizens revealed that this mattress comes from the high-end brand of Swedish " Hastens" (Hastens). On November 23, Wang Xiaofei posted on Weibo again saying that she would burn the mattress sent back by Big S. But what is interesting is that the official Weibo of HiSilicon Teng also reposted a video from March this year, which showed that HiSilicon Teng's bed "has flame retardant function." 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 Wang Xiaofei’s mattress was not Haisi Teng. But no matter what the facts are, Hasten still used this to "make a big shot".

In the Weibo comment, a netizen immediately said, "This wave of mattresses is really a big deal." Some netizens also suggested that the brand, "Send more photos of real-life mattresses. Now that they are so popular, there will definitely be potential customers."

So, this mattress brand priced at millions of yuan is "Who is the sacred" and why is it so expensive?

Who is Hysteteng?

Hastens is a top luxury mattress brand from Sweden, and can be called a "century-old store".

In its brand story on its official Chinese website, the founding family of Heisten started in 1852 and mainly produced horse harnesses in the early days. It was not until 1917 that they began to concentrate on producing beds and successfully designed the first Heisten logo. In 1935, Hesten registered a trademark in Sweden. In 1952, the Swedish king appointed Hasten as a royal supplier and has continued to this day. 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.

. According to reports, on the official website of Hysteteng, the two highest-priced mattresses are priced at US$290,990 and US$588,990, respectively, which are equivalent to RMB2.08 million and RMB4.21 million, respectively. Hesten has always been favored by many celebrities, including C Ronaldo , Angelina Jolie , Brad Pitt , Schwarzenegger , etc. Hesten's "loyal fans".

In terms of price, HiSten can indeed be called "Martment Hermes ". It is known as the world's three largest luxury mattress brands, along with British royal brand VI-Spring and American luxury bed pioneer KINGSDOWN Kingsdon .

Why can the mattress of Haisiten reach such a high price, but it still attracts celebrities from all walks of life to flock to it?

Haisiten staff said thatHaisiten mattresses are purely natural and hand-made. The main raw materials are wool, cotton, linen , horsetail hair, etc. The product does not contain any synthetic materials and high-end chemical products; the commercial design among them is "commercial secrets".

Haisiten's official website also uses "handmade" as the selling point of the product. Since the company started with horse harnesses, the material of ponytail wool is also one of the most prominent highlights in the product.

According to reports, horsetail hair is a long-haired fiber on the horsetail, with a hollow conduit-like structure. It has strong tensile force, wear and moisture resistance, and has high strength and elasticity. It is mainly used in textiles, string and bamboo instruments, and brushes.When used in mattress products, the ponytail hair material can help the mattress absorb moisture and sweat.

However, the raw material cost and processing cost of horsetail hair are relatively high, because the horsetail can only be cut once a year. The horsetail hair is a scarce product. In addition, the horsetail hair has a fine structure, which has considerable requirements for cleaning technology. At the same time, the material of horsetail hair also has certain requirements for processing technology. According to Interface News, only Sweden has mastered the cleaning technology of ponytail hair.

Haisiten's bedding series includes the Grand Vividus, Vividus, 2000T, wake-up series, B&K designer collaboration series, frame bed series and adjustable bed. It is rumored online that Wang Xiaofei bought the Shenghui Bed series of products. The official Weibo account of Hysteteng also released a product introduction on November 23, bringing the topic of "4 million mattresses", which shows that the entire bed of Hysteteng collector version of Hysteteng weighs 530 kg, and uses more Hysteteng luxury ponytail wool and wool than before, "a new interpretation of ultimate comfort, ultimate craftsmanship and top luxury."

In addition, netizens revealed that the mattress can check the usage records and physiological status through the mobile APP, and always pay attention to the user's physical condition.

In a program produced by CCTV in 2021, it was introduced that the sales of bedding products worldwide each year reach more than 300 billion yuan, of which 16,000 sets of luxury mattresses worth 360,000 yuan per year are sold to customers around the world who love sleep.

There are nearly 30 stores in China

In 2006, Hystener entered the Chinese market. In addition to Big S, celebrities An Yixuan , Chen Bolin , etc. are also using this mattress.

On the Tmall platform, HiSilicon has also opened an official flagship store. The price of mattresses in the store ranges from 50,000 to 220,000 yuan, while the most expensive Shenghui mattresses in the millions did not appear on the e-commerce platform. In the flagship store, all mattresses show that the number of payers is 0.

(Photo source/Screensheim Tmall flagship store screenshot)

But obviously, online sales are insignificant to SHINEN. The key channel for its sales is still offline. It is understood that it currently has nearly 30 stores, most of which are located in first-tier or new first-tier cities such as Beijing, Shanghai, Shenzhen, Hangzhou, Chongqing, and Chengdu. It is shown in the Tmall flagship store that Hysteteng has opened JuRan Home Store and SKP store in Beijing, owned Shanghai Hong Kong Plaza store in Shanghai, and opened Nanjing Red Star Macalline store in Jiangsu. In addition to entering large home furnishing stores, HiSilicon is also keen on opening direct stores in the core business districts of the city for sales.

Shijie learned from the staff of the Haisi Teng that the cheapest mattress in the domestic store is about 100,000 yuan, and the most expensive one is about 3.9 million yuan.

"The mattress is divided into many layers, the most common one is more than 30 layers, each layer has different functions. After more than 170 years of exploration by the brand, it has formed the most suitable design for the human body. The mattress of the Hystemite will adjust sleep, allowing customers to sleep deeper for longer and improve the quality of the entire sleep." The staff member said.

Moreover, it said that the products of HiSilicon Teng are customized models, and customers who purchase HiSilicon Teng need to pay in one lump sum. "The customization process is for customers to go to the store to experience first, and then customize the size. The mattress is made in Sweden, which usually takes about 6 months."

2020, Liang Liang, general manager of HiSilicon Teng Asia Pacific, talked to Global Network when he said that since the HiSilicon Teng store resumed work on it, HiSilicon Teng completed its annual sales performance in just two quarters.

But HiSten's performance did not bring "perfect" services. In September 2022, Beijing Market Supervision and Administration Bureau issued 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 pieces of Haisi Teng brand bedding sold before March 1, 2022 (based on the date of the consumer voucher record).

At the same time, according to Qichacha APP, Hasten Bedding Co., Ltd., affiliated companies HASTENS SANGAR AB and Hasten Bedding Co., Ltd. have successfully registered multiple "HASTENS" and "HASTENS" trademarks, with international classifications involving furniture, daily necessities, etc. It seems that HiSten also intends to expand its business beyond bedding equipment.

However, the price of hundreds of millions of yuan still makes many netizens question whether the brand's premium is "too high". On Weibo, a discussion was also launched on "Is expensive mattresses an IQ tax?", and some netizens said that there is a reason why goods are expensive, "you get what you pay for"; but some people also said that no matter how easy it is to use mattresses, hundreds of millions of yuan are still "sky-high". In China, most domestic brands of mattresses are priced between 2,000 yuan and tens of thousands of yuan.