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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, and the results revealed that 50% of them failed to meet the required standards. Industry experts analyzed the findings, pointing out that the inspection not only highlighted the current challenges in the mattress industry but also presented a valuable opportunity for market consolidation and improvement.
It has been reported that most of theä¸åˆæ ¼ (non-compliant) products were from lesser-known brands, while well-established names had issues mainly with labeling and user instructions, without any safety concerns. One major obstacle to increasing market concentration in China's mattress industry has been the disorderly market environment. With a large number of sellers offering products ranging from 100 to 1,000 yuan, the market is flooded with inconsistent quality items. This recent quality exposure could raise consumer awareness about sleep health and encourage more attention to product quality and brand reputation.
As a result, building strong brand identities has become a long-term trend in the mattress industry. Recently, reporters spoke with several well-known mattress brands, and many admitted that sales have become more challenging since the quality inspection. Consumers are now more inclined to choose big-name brands, showing an increasing preference for reputable companies when purchasing mattresses. In response, many mattress manufacturers are focusing on strengthening their brand image and promoting the health and safety aspects of their products.
Mr. Ke from Yiwu Juchuang Cold & Heat Technology Co., Ltd. shared that the company has developed a brand promotion plan for the second half of the year. They plan to participate in the only professional mattress exhibition in China, held in Guangzhou, where they will showcase new products. Leveraging the exhibition’s media coverage and the influence of the concurrent Canton Fair, Mr. Ke sees this as a rare chance to build brand recognition. He believes that the event offers a unique platform for domestic and international buyers and brands to connect, despite fierce competition. Winning this challenge, he says, could lead to a new peak for his company.
According to Lin Shanjie, 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, designated brand display areas, and special media reports, the exhibition is being promoted through multiple channels. The organizers have also invited professional buyers from both within and outside China, aiming to expand sales channels while supporting the growth of the mattress industry.
The reporter believes this will be the largest, most professional, and authoritative mattress exhibition in decades, serving as a fertile ground for global mattress brands. As consumers increasingly favor established brands, the question remains: how can mattress companies improve their brand image and create popular, high-quality products? Each major entrepreneur likely has their own strategy, but one thing is clear — the path to success lies in building trust, quality, and a strong brand identity.