On the afternoon of September 20th, 2014, the Champions League gathered for five years and the ultimate group purchase of the province was held in Hebei Province, Hongqiao Convention and Exhibition Center. On the spot, Dongpeng Tile, NVC Lighting, Mousse Bedding, Midea Kitchen, Sophia Wardrobe, AIA Integrated Ceiling, and Wanhe Electric have 7 strong brands in the industry. The factory directly supplies ultra-low prices, attracting more than 7,000 consumers in Hebei Province. They went to the scene to "buy".
In the exclusive interview with the North China regional manager Yan Yao, according to the introduction, Musi bedding through the influence of star manufacturing, advocates the public to raise the awareness of healthy sleep, as well as public welfare activities to pay attention to the sleep quality of students in poor areas, and fully promote brand influence In addition, "Deep Care" and "T6 System" allow consumers to increase their awareness of the brand and create their extraordinary influence through intimate service and customized sleep products.
Time: September 20th afternoon
Venue: Honggu Exhibition and Exhibition Center, Shijiazhuang City
Guest: Mousse Bedding North China Regional Manager Yao Yao
reporter:
Chen Xuejiao
[Reporter]: Hello, thank you for accepting
The interview, this time the fifth anniversary of the Champions League, one of the stations chose Shijiazhuang, what is the market environment of Mousse here? Mousse Bedding North China Regional Manager Yan Yao
[褚瑶]: Mousse has always been in the leading position in the bedding industry in Shijiazhuang. So far there are more than 20 specialty stores, which are unified from the layout of the store and the promotion outside our entire brand.
The foundation of the Shijiazhuang Guanmeng group buying activity is very good. We combined with the other six major brands and found it rare in the Shijiazhuang consumer market. Our alliance also feels that Shijiazhuang's market has great potential in the future and is a fast-growing market. Second, Mousse has greater support for the follow-up of Shijiazhuang, which is why we are optimistic about Shijiazhuang.
[Reporter]: What kind of activities is the next step?
[Yuyao]: In Shijiazhuang through the accumulation of this activity of the League, our follow-up efforts will be even greater. In Shijiazhuang, we will launch a "100 dreams" public welfare activity, this is with the film star Li Chen, Hu Jun and Zhang Yiyi cooperated. “Dream 100 points†is mainly aimed at poor schools in Shijiazhuang and various regions in Hebei. Through public welfare activities, they help more students to have a healthy sleep so that they can learn better and better for themselves. Paving.
Not only Shijiazhuang, but also the sleep-related activities in more cities in Shenzhen, Chengdu and Hangzhou. Recently, we will be doing a “healthy sleep†activity in Chengdu, the United States, and a concept of healthy sleep in Chengdu in order to enhance the health awareness of our people.
Hangzhou and other places will have stars such as Eason Chan, continue to "Imagine healthy sleep," and we will use the influence of stars to raise the awareness of the entire nation in healthy sleep.
[Reporter]: You just said that you can convey the awareness of sleep health through the effect of stars. In fact, I understand that many brands in the market are advertising with "scientific sleep" or "healthy sleep". Under such circumstances. How do you give a professional advice on how to identify the quality of a mattress?
[Yuyao]: In fact, the industry of bedding is not like the other three giants in the world, the entire furniture industry is very diverse. As far as bedding is concerned, the so-called brand is also very much. In the case of a very complicated brand, Mousse has made a big breakthrough in the high-end bedding industry in the past ten years. This is impossible without reason. First of all, let's take a look at our position. We are the global health sleep resource integrators, such as the skeleton and the gel pillow. They are all produced from a foreign company. We will cooperate with which company, and some foreign countries. The production of better rib cages and gel pillows is integrated for us. We take the unilateral aspects of the most influential companies in the world, and integrate them into the bedding of our mousse. This resource integration The influence is, after all, the core competitiveness of the future bedding. It does not mean that you can be the leader of the industry with unilateral technology leadership. You can lead the technology for five years, but it is absolutely impossible to lead for 50 years. However, the ability to integrate resources. It is continuous, which technology is good, we can cooperate, the ability of resource integration can let you continuously improve the competitiveness of your company and enhance your brand influence. This is our future direction, and what we have been doing and doing now. .
[Reporter]: You mentioned it just now. There are many brands in the mattress industry, and there are still not many mature brands to occupy more markets. I want to know more about it. Is it related to the lack of specifications in the mattress market?
[褚瑶]: First of all, our Chinese people started late on the concept of healthy sleep. Australia has been paying attention to healthy sleep, and paying attention to the concept of comfort. We used to sleep on hard bed plates, then have latex, and then have condensation. Glue, this is a process, we started late, but it does not mean that we can't live in the future. This process slowly passes through the individual's understanding of the concept of healthy sleep. Through the annual “3.21†International Sleep Day, it is also initiated by Mousse in China. Through our peripheral publicity, we guide our people to pay attention to healthy sleep.
When our national consciousness is regulated, their understanding of the brand will form a more mature choice. In this way, we gradually improve the brand and influence of the mousse.
In addition, we have a thing that we have been doing, we have not done publicity, that is, we are doing "deep care." The mattress is like a clothes. You often get dirty when you sleep. You need to clean it, but other brands don't do it. Because he doesn't have this kind of equipment, we introduce the most advanced deep care machine in Germany. After introducing this equipment, we will give it to you free of charge. Thinking of the end-user experience, they don't need to pay a penny. As long as we are the end customers of our mousse, we regularly give them home to do professional in-depth care twice a year. Through this intensive care, avoid bed The pollution that the pad does not clean for a long time affects people's health.
Through our in-depth care, consumers can understand that the original mattress needs to be cleaned and cleaned up. Many end-users feel that Musi is indeed a brand after this understanding. It is indeed different from others. It is definitely not based on advertising. However, it is really promoted by our own services and word of mouth. We are developing towards such a route.
[Reporter]: Does every mousse mattress have such a service?
[褚瑶]: Yes, as long as it is a mousse, twice a year, this machine is very expensive, more than 100,000, we introduced it.
[Reporter]: Is there a dealer in each area?
[Yuyao]: Now gradually, some key cities are slowly starting to be launched, and many places have begun to do so.
[Reporter]: Is there a promotion in Shijiazhuang?
[褚瑶]: There is Shijiazhuang, Xingtai is also doing, and many places are slowly doing it. This is a process. We require every dealer to build this machine into a deep nursing team. This car goes to the community every day. At the door, first call the customer to make an appointment and ask if he has time. When we have time, we stop at the door of the community and call him to give him in-depth care. Every one of our dealers must do this, and so far 70% of dealers have it. Maybe we still have a lot of dealers in the county, we will follow up later.
[Reporter]: The brand positioning of Mousse lies in the specialization of the sleep system. I think that these brands have certain advantages when it comes to medium and high-end users. So, in the second and third tier cities, is there any obstacle to promoting it?
[褚瑶]: In terms of promotion, targeting high-end customers has always been our muse position, but you can see that Mousse is not only the Cage series, we also have a special V6, V6 is specifically for 80, After 90 people designed this type of people, its positioning is for 80, 90, the price is not very high.
Cage is a complete set of sleep systems, people will feel very high in price. People who don't know Mousse will think that this price is particularly high, but after they understand Mousse, after using it, he will feel that it is very good.
In fact, many of our consumers do not say that they do not have the ability to consume, but that they do not have enough knowledge about this sleep health. In addition, our price control has always been very strict, the price of all our terminals is a uniform price, and our control of discounts will be very strict, we have become self-contained in the entire operating system, so there is no other Any situation happens.
[Reporter]: What kind of discount is we doing today?
[褚瑶]: Today I applied to the company, because this is a whole big event, and it is also the first time the province is linked. We apply for a 6.8 fold of four styles, which is the lowest. We also have a set of genuine, 10,000 customers, our company free to send a set of 1280 yuan worth of Sophia Tencel, which is free to customers. The strength can be said to be the biggest strength this year, first of all because we are very convinced that the champion alliance platform, so that the first-line brands can be bundled together. Secondly, Mousse is making a real profit for the end consumers. There is no other behavior. It is very real. I will give this benefit to everyone today, so that consumers will definitely not come to this time.
[Reporter]: There are also some imported brands in the bedding market. How do you see the choice of consumers for imported bedding?
[Yu Yao]: First of all, from the perspective of human structure, foreign consumers are somewhat different from our body structure. They are taller and have different living habits from childhood. For example, they prefer to sleep softer. Mattress.
The Chinese like to sleep a little harder according to the slow adaptation process, but this is not scientific. The most suitable for your body curve, we have a test of mousse, T6 system this year we are ready to push to the market, very professional to help you test, which mattress is really suitable for you, sleep from your spine is A horizontal line, this is the mattress that suits you. You just talked about foreign products. After he came over, there will be a lot of "unacceptable" situations. After all, his operating mode, including some of his product development and design, may have some communication obstacles, often people only focus on a little If I focus on foreign product research and development design, our analysis and understanding of the domestic population may be relatively weak. To give a very simple example, such as a mattress, there may be a higher level, such as more than 20 cm, they have some more than 30 cm higher, put it on our domestic bed, it does not match, maybe European style It is only possible to put it in, and his audience is narrower.
In the exclusive interview with the North China regional manager Yan Yao, according to the introduction, Musi bedding through the influence of star manufacturing, advocates the public to raise the awareness of healthy sleep, as well as public welfare activities to pay attention to the sleep quality of students in poor areas, and fully promote brand influence In addition, "Deep Care" and "T6 System" allow consumers to increase their awareness of the brand and create their extraordinary influence through intimate service and customized sleep products.
Time: September 20th afternoon
Venue: Honggu Exhibition and Exhibition Center, Shijiazhuang City
Guest: Mousse Bedding North China Regional Manager Yao Yao
reporter:
Chen Xuejiao
[Reporter]: Hello, thank you for accepting
The interview, this time the fifth anniversary of the Champions League, one of the stations chose Shijiazhuang, what is the market environment of Mousse here? Mousse Bedding North China Regional Manager Yan Yao
[褚瑶]: Mousse has always been in the leading position in the bedding industry in Shijiazhuang. So far there are more than 20 specialty stores, which are unified from the layout of the store and the promotion outside our entire brand.
The foundation of the Shijiazhuang Guanmeng group buying activity is very good. We combined with the other six major brands and found it rare in the Shijiazhuang consumer market. Our alliance also feels that Shijiazhuang's market has great potential in the future and is a fast-growing market. Second, Mousse has greater support for the follow-up of Shijiazhuang, which is why we are optimistic about Shijiazhuang.
[Reporter]: What kind of activities is the next step?
[Yuyao]: In Shijiazhuang through the accumulation of this activity of the League, our follow-up efforts will be even greater. In Shijiazhuang, we will launch a "100 dreams" public welfare activity, this is with the film star Li Chen, Hu Jun and Zhang Yiyi cooperated. “Dream 100 points†is mainly aimed at poor schools in Shijiazhuang and various regions in Hebei. Through public welfare activities, they help more students to have a healthy sleep so that they can learn better and better for themselves. Paving.
Not only Shijiazhuang, but also the sleep-related activities in more cities in Shenzhen, Chengdu and Hangzhou. Recently, we will be doing a “healthy sleep†activity in Chengdu, the United States, and a concept of healthy sleep in Chengdu in order to enhance the health awareness of our people.
Hangzhou and other places will have stars such as Eason Chan, continue to "Imagine healthy sleep," and we will use the influence of stars to raise the awareness of the entire nation in healthy sleep.
[Reporter]: You just said that you can convey the awareness of sleep health through the effect of stars. In fact, I understand that many brands in the market are advertising with "scientific sleep" or "healthy sleep". Under such circumstances. How do you give a professional advice on how to identify the quality of a mattress?
[Yuyao]: In fact, the industry of bedding is not like the other three giants in the world, the entire furniture industry is very diverse. As far as bedding is concerned, the so-called brand is also very much. In the case of a very complicated brand, Mousse has made a big breakthrough in the high-end bedding industry in the past ten years. This is impossible without reason. First of all, let's take a look at our position. We are the global health sleep resource integrators, such as the skeleton and the gel pillow. They are all produced from a foreign company. We will cooperate with which company, and some foreign countries. The production of better rib cages and gel pillows is integrated for us. We take the unilateral aspects of the most influential companies in the world, and integrate them into the bedding of our mousse. This resource integration The influence is, after all, the core competitiveness of the future bedding. It does not mean that you can be the leader of the industry with unilateral technology leadership. You can lead the technology for five years, but it is absolutely impossible to lead for 50 years. However, the ability to integrate resources. It is continuous, which technology is good, we can cooperate, the ability of resource integration can let you continuously improve the competitiveness of your company and enhance your brand influence. This is our future direction, and what we have been doing and doing now. .
[Reporter]: You mentioned it just now. There are many brands in the mattress industry, and there are still not many mature brands to occupy more markets. I want to know more about it. Is it related to the lack of specifications in the mattress market?
[褚瑶]: First of all, our Chinese people started late on the concept of healthy sleep. Australia has been paying attention to healthy sleep, and paying attention to the concept of comfort. We used to sleep on hard bed plates, then have latex, and then have condensation. Glue, this is a process, we started late, but it does not mean that we can't live in the future. This process slowly passes through the individual's understanding of the concept of healthy sleep. Through the annual “3.21†International Sleep Day, it is also initiated by Mousse in China. Through our peripheral publicity, we guide our people to pay attention to healthy sleep.
When our national consciousness is regulated, their understanding of the brand will form a more mature choice. In this way, we gradually improve the brand and influence of the mousse.
In addition, we have a thing that we have been doing, we have not done publicity, that is, we are doing "deep care." The mattress is like a clothes. You often get dirty when you sleep. You need to clean it, but other brands don't do it. Because he doesn't have this kind of equipment, we introduce the most advanced deep care machine in Germany. After introducing this equipment, we will give it to you free of charge. Thinking of the end-user experience, they don't need to pay a penny. As long as we are the end customers of our mousse, we regularly give them home to do professional in-depth care twice a year. Through this intensive care, avoid bed The pollution that the pad does not clean for a long time affects people's health.
Through our in-depth care, consumers can understand that the original mattress needs to be cleaned and cleaned up. Many end-users feel that Musi is indeed a brand after this understanding. It is indeed different from others. It is definitely not based on advertising. However, it is really promoted by our own services and word of mouth. We are developing towards such a route.
[Reporter]: Does every mousse mattress have such a service?
[褚瑶]: Yes, as long as it is a mousse, twice a year, this machine is very expensive, more than 100,000, we introduced it.
[Reporter]: Is there a dealer in each area?
[Yuyao]: Now gradually, some key cities are slowly starting to be launched, and many places have begun to do so.
[Reporter]: Is there a promotion in Shijiazhuang?
[褚瑶]: There is Shijiazhuang, Xingtai is also doing, and many places are slowly doing it. This is a process. We require every dealer to build this machine into a deep nursing team. This car goes to the community every day. At the door, first call the customer to make an appointment and ask if he has time. When we have time, we stop at the door of the community and call him to give him in-depth care. Every one of our dealers must do this, and so far 70% of dealers have it. Maybe we still have a lot of dealers in the county, we will follow up later.
[Reporter]: The brand positioning of Mousse lies in the specialization of the sleep system. I think that these brands have certain advantages when it comes to medium and high-end users. So, in the second and third tier cities, is there any obstacle to promoting it?
[褚瑶]: In terms of promotion, targeting high-end customers has always been our muse position, but you can see that Mousse is not only the Cage series, we also have a special V6, V6 is specifically for 80, After 90 people designed this type of people, its positioning is for 80, 90, the price is not very high.
Cage is a complete set of sleep systems, people will feel very high in price. People who don't know Mousse will think that this price is particularly high, but after they understand Mousse, after using it, he will feel that it is very good.
In fact, many of our consumers do not say that they do not have the ability to consume, but that they do not have enough knowledge about this sleep health. In addition, our price control has always been very strict, the price of all our terminals is a uniform price, and our control of discounts will be very strict, we have become self-contained in the entire operating system, so there is no other Any situation happens.
[Reporter]: What kind of discount is we doing today?
[褚瑶]: Today I applied to the company, because this is a whole big event, and it is also the first time the province is linked. We apply for a 6.8 fold of four styles, which is the lowest. We also have a set of genuine, 10,000 customers, our company free to send a set of 1280 yuan worth of Sophia Tencel, which is free to customers. The strength can be said to be the biggest strength this year, first of all because we are very convinced that the champion alliance platform, so that the first-line brands can be bundled together. Secondly, Mousse is making a real profit for the end consumers. There is no other behavior. It is very real. I will give this benefit to everyone today, so that consumers will definitely not come to this time.
[Reporter]: There are also some imported brands in the bedding market. How do you see the choice of consumers for imported bedding?
[Yu Yao]: First of all, from the perspective of human structure, foreign consumers are somewhat different from our body structure. They are taller and have different living habits from childhood. For example, they prefer to sleep softer. Mattress.
The Chinese like to sleep a little harder according to the slow adaptation process, but this is not scientific. The most suitable for your body curve, we have a test of mousse, T6 system this year we are ready to push to the market, very professional to help you test, which mattress is really suitable for you, sleep from your spine is A horizontal line, this is the mattress that suits you. You just talked about foreign products. After he came over, there will be a lot of "unacceptable" situations. After all, his operating mode, including some of his product development and design, may have some communication obstacles, often people only focus on a little If I focus on foreign product research and development design, our analysis and understanding of the domestic population may be relatively weak. To give a very simple example, such as a mattress, there may be a higher level, such as more than 20 cm, they have some more than 30 cm higher, put it on our domestic bed, it does not match, maybe European style It is only possible to put it in, and his audience is narrower.
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