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There is a good opportunity for integration in the mattress industry, where is the brand mattress road?
In April this year, the Beijing Consumers Association carried out a comparative test on 50 mattress products, revealing that as many as 50% failed to meet quality standards. Industry experts analyzed the findings, pointing out that while the inspection exposed the current state of the mattress market, it also presented a significant opportunity for the industry to consolidate and improve.
It was found that most of the unqualified products were from lesser-known brands, while well-established names only had issues with product labels and user instructions, not with safety performance. A major obstacle to increasing market concentration in China’s mattress industry has long been the disorderly market. With a wide range of sellers and price fluctuations from 100 to 1,000 yuan, low-quality products have flooded the market. This recent quality exposure could raise consumer awareness about sleep health and encourage greater attention to mattress quality and brand reputation. As a result, building strong brands is becoming a long-term trend in the industry.
Recently, reporters spoke with several leading mattress brands, who noted that sales have become more challenging since the quality inspection. Many customers are now favoring well-known brands. Consumers are increasingly brand-conscious, choosing mattresses from companies with a good reputation. Therefore, mattress manufacturers are making every effort to build their own brands and promote the health and safety image of their products. Mr. Ke from Yiwu Juchuang Cold & Heat Technology Co., Ltd. shared that he has planned a brand promotion strategy for the second half of the year. He will participate in the only professional mattress exhibition in China held in Guangzhou, using the event to showcase new products. By leveraging the exhibition's media coverage and the influence of the Canton Fair taking place at the same time, Mr. Ke sees this as a rare opportunity for brand development. In today's environment, such an event offers a unique chance for domestic and international buyers and mattress brands to come together. Although competition is fierce, it presents a new opportunity. Whether for the industry or individual companies, winning this tough battle could lead to a new level of success. Mr. Ke smiled confidently, believing in the potential of this platform.
According to Lin Shanjie, the head of the 2013 China International Mattress Exhibition, the event aims to provide a professional platform for companies to enhance their brand image. Through dedicated planning, clear brand display zones, and special media reports, the exhibition will be promoted through multiple channels. Additionally, the organizing committee has invited professional buyers from both domestic and international markets to attend, aiming to expand sales channels while offering a branding platform for the industry. The reporter believes this will be the largest, most professional, and authoritative mattress exhibition in decades, and a fertile ground for global mattress brands.
With consumers showing a growing preference for established brands, how can mattress companies enhance their brand image and create popular products that appeal to customers? Each major entrepreneur likely has their own answer to this question.