Produced 丨Bullet Finance
Author丨Lan Qi
Edit|Lightning
American editor|Qianqian
Censorship | Ode
In "The Three-Body Problem", Wang Miao suffers from insomnia due to the countdown that appears in her eyes, during which she suffers. In real life, insomnia is also a stubborn disease that plagues modern people. According to the "China Sleep Research Report 2023" released by the Chinese Sleep Research Association and other institutions, nearly half of the people sleep less than 8 hours per night on average.
The more you don't sleep well, the more you try to sleep well. Different people have different solutions. Many young people choose bedding and exercise that promote sleep quality to relieve it, and some people eat maintenance products early.
Such demand has also spawned a large number of market opportunities. Among them, the bedding industry, which is most closely related to sleep, has become an important field of strength. Coupled with the arrival of the intelligent trend, the competition in the sleep industry has also changed with the trend. After all, whoever can get ahead of the curve is likely to grab the key chips in the Sleep 2.0 era.
Recently, MLILY Dream Lily (a sleep technology brand under Dream Lily Home) that focuses on sleep health has launched a new product 0 pressure smart bed M3 Pro three-body version, which has aroused widespread attention in the industry. The outside world is curious about the extent to which this 0-pressure smart bed co-branded with "Three-Body Problem" can solve the problem of "insomnia" in the whole people? Will it be a weapon for young people to fight insomnia?
1. The opportunities brought by the "insomnia" of the whole people
After 95, the "beating worker" Qiangzi, due to the nature of the work, requires long-term shifts, staying up late is even more commonplace, but when he is not on night shift, it is also difficult for him to sleep. "Try running overnight, thinking that if you are tired of running, you can come back and get a good night's sleep, but the more you run, the more excited you get. After eating melatonin, you will still habitually lose sleep. In his sports bracelet records, sleeping 3-4 hours at night is particularly common.
Xiaoling is a stay-at-home mother who often wakes up in the middle of the night in previous years because she took care of her children. "I often can't sleep after dealing with my children in the middle of the night, open my eyes until dawn, and sleepy during the day." According to her, the child was older and did not need to be taken care of, but the problem of insomnia in the middle of the night remained. "Sleep aid has become a compulsory subject in recent years."
I went to the hospital to see a sleep specialist and took Chinese medicine for a long time, but with little effect. And the hair loss and palpitations caused by long-term insomnia made Xiaoling very worried. Recently, she began to study sleep aid hardware, such as mattresses and pillows. Xiaoling's coping plan is the epitome of most insomniacs. According to media surveys, more than 40% of consumers are interested in sleep aid products.
In fact, the sleep economy derived from insomnia is very large. According to iMedia consulting data, the overall scale of China's sleep economy has increased from 261.63 billion yuan to 377.86 billion yuan from 2016 to 2020, and it is expected to exceed the trillion yuan mark in 2030.
Among them, the performance of the smart bed category is particularly prominent. As a bed with intelligent functions, smart beds are in line with the trend of smart homes.
At present, people's pace of life is accelerating and pressure is increasing, and smart beds that can improve the sleep quality of users and meet the requirements of high-quality sleep to the greatest extent have long entered the public vision. And with the average price declining, smart beds are gradually favored by more consumers.
According to the "In-depth Research Report on the Status Quo of China's Smart Bed Market and Investment Strategy Research Report (2023-2030)" released by Guanyan Report Network, the size of the mainland smart bed market in 2021 will be 2.407 billion yuan, an increase of 10.56% over the previous year; In 2022, the market size of mainland smart beds will be 2.642 billion yuan, a year-on-year increase of 9.76%.
However, it should be noted that compared with countries such as Europe and the United States, the current penetration rate of smart beds in mainland China is only 0.2%, which is due to insufficient understanding of the domestic smart bed market and consumption cultivation is still in progress. Like the two sides of the coin, this also means that there is a broad room for improvement in the mainland smart bed industry.
In this process, players who focus on sleep health represented by Dream Lily may usher in an explosive period in the industry. In recent years, Dream Lily has continuously increased the promotion of intelligent products, and intelligent series products have been welcomed by more and more users, and since 2016, the cumulative global sales of Dream Lily smart beds have reached nearly 2 million.
2. Smart beds have become an important arena
About one-third of a person's life is spent in bed, and the comfort of the bed not only affects the quality of people's sleep, but also directly affects our physical health and mental state. Therefore, in the eyes of insomniacs, beds have become the most concerned category in sleep aid hardware.
On the mainland, people have been constantly transforming it since the appearance of the bed. Going back thousands of years, Chinese beds were dominated by hard beds, and it was not until modern times that spring beds were transmitted from abroad to China. In recent years, people's pursuit of bed comfort has greatly improved.
Looking back at the development process of smart beds, it can be seen that at the beginning, smart beds were mainly for the elderly group, through mechanical lifting and adjustment of head, legs and other parts to help the elderly with reduced mobility to live better. But now, smart beds have more intelligent functions, such as intelligent monitoring and intervention, intelligent sleep data services, intelligent experience, etc.
In terms of categories, smart beds are also divided into three categories: smart bottom beds, smart mattresses and integrated smart beds. The richness of the category reflects the prosperity of the industry.
On the one hand, consumer acceptance has increased. Yiou analysis report reported that in the consumer group, smart beds show a younger trend, and the main consumer groups are concentrated in about 30-40 years old; On the other hand, it is a favorable policy. In recent years, China's smart home industry related policies have been frequent, driving the rapid development of China's smart home industry such as smart beds.
With the progress of science and technology, smart beds have evolved into real "smart products", and the scientific and technological connotations contained in them are changing the direction of the industry. At the same time, the competition on the track is no longer limited to the "bedding" itself, but the big competition of hard power behind it.
Ni Zhanggen, chairman of Dream Lily Home, is full of confidence that its smart products will outperform the domestic sleep economy 2.0. In his opinion, Dream Lily has a first-mover advantage, not only has independent research and development and production strength, but also thousands of stores as a support: "Coupled with the sense of atmosphere of our products, "Three-Body Problem" IP, I think Dream Lily should be able to become the most promising brand in the field of smart beds in China." ”
Public information shows that as early as 2014, Dream Lily released the first generation of 0-pressure smart mattresses, and took this as a symbol to officially enter the field of smart bedding.
After years of deep cultivation, Dream Lily intelligent series products have been iterated for many times, and have realized AI sensors, big data analysis, Internet of Things and other technologies and a variety of intelligent mode regulation to help users carry out sleep health management, optimize sleep programs, promote deep sleep, and build an increasingly perfect intelligent sleep ecology.
In May this year, Dream Lily and "Three-Body Problem" IP released new smart bed products, and smart series products such as Dream Lily 0 Pressure Smart Bed M4, Dream Lily 0 Pressure Smart Bed M5, and Dream Lily 0 Pressure Smart Bed L7 have also been unveiled, forming a smart sleep product matrix.
The joint momentum with big IPs and the launch of a series of star products have successfully attracted the attention of the industry.
As for the reasons for cooperating with the super IP "Three-Body Problem", Ni Zhanggen said that the sense of distress it conveys is in line with Dream Lily's cognition of the industry. Second, the popularity of smart products does need to be connected with well-known IP, and "Three-Body Problem" is a good choice that can resonate more with consumers. "We are retrogrades, hoping to bring consumers products that can truly comfort and deep sleep while having smart and healthy sleep."
It can be seen that smart bed players represented by Dream Lily are leading the industry to a new height based on the continuous exploration of deep sleep solutions.
3. Focus on 0 pressure intelligence, industry retrograde focus on sleep health
What is Sleep Health? How can consumers achieve their sleep health goals? As an "industry veteran" and the pioneer of 0 pressure mattresses, Dream Lily found that Chinese have the habit of sleeping on a hard bed, but sleeping on a hard bed is not only bad for spinal health, but also aggravates low back diseases, and also leads to frequent turning over and affecting deep sleep.
"At present, the pain point facing the industry is that most mattresses are only soft and hard, and there is no professional recommendation standard, and the pain point faced by consumers is that it is difficult to choose a good mattress that can improve sleep quality, but no matter how the concept of pain points and mattresses change, deep sleep is the meaning behind mattresses." Ni Zhanggen's understanding of sleep health is quite representative.
A long time ago, Dream Lily used technology to build "0 pressure" to create 0 pressure sleep for people with sleep disorders. Taking the dream lily 0 pressure mattress as an example, it is mainly reflected in the patented non-temperature 0 pressure cotton technology.
Different from the simple design of ordinary mattresses, under the support of non-temperature 0 pressure cotton, the fit of the human head, neck, shoulders, etc. and the mattress can reach up to 97.8%, which can help reduce the number of turns during sleep, let people have a continuous sleep cycle, and really improve the deep sleep time.
Ni Zhanggen's "0 pressure dream" in the eyes of the dream lily - in the past ten years, he has insisted on doing one thing, which is to improve the deep sleep of human beings.
Dream Lily is indeed moving in this direction as well. Dream Lily continues to explore and strive on 0 pressure cotton and intelligent products, insists on providing users with smart sleep solutions, empowers sleep products with scientific and technological strength, and changes the traditional concept of Chinese people sleeping on hard beds with visible convenience and comfort, and finally promotes the solution of sleep disorders for all mankind.
Moreover, this dream has withstood the verification of authority. Based on sleep disturbance, in the experiment of verifying the pressure relief effect of Dream Lily 0 pressure mattress and improving deep sleep, Yang Xiaowen, visiting scholar at Harvard Medical School in the United States, member of the Standing Committee of the Sleep Disorder Professional Committee of the Chinese Sleep Research Association, and Dean of Business and Director of the Sleep Center of Viteo International Hospital, combined with the clinical data of 0 pressure mattress, confirmed to the outside world that Dream Lily 0 pressure mattress can improve deep sleep time by up to 23.3%.
In recent years, Dream Lily has combined its research and development achievements in 0 pressure mattresses with intelligent technology, and launched a series of products with both "0 pressure" and "smart", such as the 0 pressure smart bed mentioned above, as well as 0 pressure smart mattress, 0 pressure smart pillow, etc. It should be noted that even the best smart sleep products are only meaningful if they are promoted and used on a large scale. Dream Lily is an important player who makes smart bedding more meaningful.
In recent years, Dream Lily 0 pressure products have been well received by global consumers and exported to 73 countries and regions around the world, becoming the choice of tens of millions of loyal consumers.
According to public information, in 2020, the sales volume of Dream Lily Home Furnishing will form a gap of several times with other leading enterprises; Its sales are nearly twice that of the second place Xilinmen, and the gap between Gujia, Mousse and Suibao and Mengli Home is at least 2.7 times.
As a self-owned brand of Dream Lily Home, the performance of MLILY is also eye-catching: in 2022, the cumulative global omni-channel sales of Double 11MLILY exceeded 160 million, firmly occupying the leading position in the industry. In terms of channels, on Double 11 in 2022, MLILY Dream Lily increased by 72.7% year-on-year online, and offline retail increased by 17% year-on-year.
Behind this is the "moat" that Dream Lily continues to build with both hard and soft.
Let's start with hard power. In the past ten years of layout, Dream Lily has many technical advantages. Among them, the non-temperature 0 pressure cotton independently developed by Dream Lily Home is the most representative, and has obtained many patents.
Experiments show that the average fit between the dream lily 0 pressure mattress and the human body is 82.45%, which can fit the curve of the human body and disperse the pressure of the human body, compared with the traditional palm mattress, the use of the dream lily 0 pressure mattress can improve the average deep sleep time by 38.1%, and the time required to fall asleep is reduced by an average of 49%.
Good research and development is inseparable from the ability to land. The production strength of Dream Lily ranks high in the industry, with 6 production bases in the world, and non-OEM OEMs ensure the health of the supply chain while ensuring quality; In terms of channels, the number of global sales terminals exceeded 10,000, and there were more than 1,300 offline stores in China, forming a good synergy with online and becoming an important sales channel for Dream Lily.
Soft power aspects. Dream Lily has strong resource linking capabilities and is connected to Huawei's Hongmeng system. According to public information, Dream Lily and Hongmeng jointly create a solution based on bedroom space scenes, bringing consumers a healthy and comfortable sleep experience. Moreover, the smart bed, smart pillow and other products jointly created by the two parties can provide users with a full range of intelligent sleep care before, during and after going to bed.
It can be said that the overall solution related to sleep created by Dream Lily is becoming a product favored by more and more consumers.
4. Conclusion
When Dream Lily set the benchmark of "Huawei in the mattress industry", it is destined to build its strength in both soft and hard.
Looking back now, behind its achievements in the industry is the adherence to the original intention of "focusing on sleep health". Moreover, this also dooms Dream Lily to take a different development path.