Recently, Tmall New Product Innovation Center released the list of "The 50 Most Leading New Products in 2023", from hundreds of participating products in the five categories of big food, power consumption mother and child, home decoration, home decoration, personal care, home cleaning, clothing and sports, 50 industry benchmark products with a very high level of innovation were finally selected, most of which are phenomenal explosive items in the consumer industry in the past year - such as Huawei Mate60Pro, Dove X Moutai co-branded wine heart chocolate, Bosideng's extremely cold goose down down jacket, etc., the Dream Lily Three-Body co-branded smart bed is on the list with its excellent product innovation and strong market performance.
Tmall New Product Innovation Center is based on Alibaba's omni-channel consumer data research big data analysis and independent research platform, the above list is the annual blockbuster selection of Tmall New Product Innovation Center, bringing together the head consulting institutions, investment institutions, financial consumer media, consumer platforms and other authoritative judges, combined with big data analysis, from the five dimensions of growth, technology, influence, leadership, and popularity, known as the "Oscar" of Tmall's full category product industry It has important reference significance for reflecting the consumption trend.
At the beginning of 2023, MLILY and "Three-Body Problem" will cooperate across borders to launch a co-branded 0-pressure smart bed, interpreting the brand's "overall view" with popular IP - that is, focusing on human beings as a whole, promoting the sleep health of the human community, and solving the sleep problems that have plagued mankind for a long time. The dream linkage between this product and popular IP has set off a wave of discussion in the consumer world, circled a large number of pan-science fiction enthusiasts, and brought the niche category of smart bed into the field of vision of the Chinese public.
According to the "In-depth Research on the Status of China's Smart Bed Market and Investment Strategy Research Report (2023-2030)" released by Guanyan Report Network, compared with the market penetration rate of 14% in the United States, the current penetration rate of smart beds in the Chinese market is only 0.2%, which has broad room for improvement. At the same time, with the aging of the population, consumption upgrades, and the continuous promulgation of favorable policies to encourage the development of smart homes, the scale of China's smart bed market has maintained steady growth.
In the competitive landscape of China's smart bed brand, MLILY has seized the first-mover advantage. According to the financial report of Dream Lily, the sales volume of its electric beds will exceed 500,000 in 2021, in addition, according to the background data of Tmall Business Staff, MLILY Dream Lily occupies the 2023 Tmall smart bed category 618, and the cumulative sales index during the Double 11 promotion period TOP1, Douyin data shows that among the smart bed CR5 brands of Douyin e-commerce from June to October 2023, MLILY Dream Lily ranks TOP1.
The Dream Lily three-body co-branded smart bed on the list is a super single product in the Dream Lily smart series products, and the background data of Tmall Business Staff shows that in 2023, the Dream Lily three-body smart bed will be the first in sales in the smart mattress category.
The co-branding with "Three-Body Problem" is one of the main reasons for the explosion of this product. In recent years, brand cross-border co-branding has become popular, and the reason why MLILY and "Three-Body Problem" can become a classic case in the brand co-branding industry is that it appropriately integrates brand values, product functions and cultural IP styles and themes, which not only shows the scientific and technological color of Dream Lily smart bed products, endorses product functions, allows consumers to quickly understand the current relatively niche category of smart beds, but also expresses the brand's concern for human sleep health, and conveys " Dreamlily smart bed can better solve people's sleep problems", so as to gain the trust of consumers.
In addition, the birth of popular models is inseparable from in-depth insight into consumer demand. MLILY has in-depth cooperation with Tmall New Product Innovation Center, focusing on user needs, using big data to investigate user needs, gain insight into consumer trends, and continuously upgrade and refine product functions. From the perspective of the general trend, the "China Sleep Big Data Report" jointly released by the China Sleep Research Association, China Sleep Big Data Center and other authoritative institutions in 2023 shows that the incidence of insomnia among Chinese adults is as high as 38.2%, 510 million Chinese have sleep disorders, and "poor sleep" has increasingly become a common problem faced by different age groups. The student party with increasing learning intensity, the middle-aged and young people who are difficult to solve the pressure of involution, and the elderly group who are riddled with underlying diseases...... This makes the need for more comfortable, more convenient and smarter sleep increasingly urgent.
Combined with consumer insights, the Dream Lily Three-Body Co-branded Smart Bed has hit the sleep pain points of many contemporary consumer groups, which provides continuous momentum for the hot sales of the product.
Focusing on the sleep scene needs of different groups of people, the Dream Lily Three-Body Co-branded Smart Bed has designed a "7+N Variety Mode", that is, "7 default modes + N custom memory modes", combined with ergonomics, through the adjustment of different angles of the bed, to meet people's needs for fatigue relief, entertainment and movie viewing, work and reading needs, snoring intervention needs, etc., and can store "pregnant woman mode", "elderly mode", "breastfeeding mode" and other diverse memories to adapt to the sleep scene of special groups. In addition, it can also be connected to the whole house intelligent scene through Tmall Genie voice control, and collect and analyze human sleep data, output sleep health reports, help people realize their own sleep health management, and remotely pay attention to the sleep health of their families.
In addition to intelligent control, the Dream Lily three-body co-branded smart bed is equipped with an exclusive Dream Lily non-temperature 0 ®pressure foam, which has obtained patents in China, the United States, Canada and Denmark, which has both comfort and support, and overcomes the defects of traditional memory foam that will be hard like bricks in a low temperature environment, and maintains a consistent sleeping feeling all year round. According to the research report of the Research Center of the College of Human Engineering of Anhui Agricultural University, Dalian Viteo International Hospital and other institutions, compared with the traditional palm mattress, the average time required to fall asleep with the Dream Lily 0 pressure mattress ® is reduced by 49%, the deep sleep time is increased by 38.1% on average, and the average fit is greater than 82.45%, which is conducive to alleviating the compression of the human spine and is more friendly to children in the physical development period and the elderly with stiff bodies.
The success of the Dream Lily three-body co-branded smart bed in terms of sales and reputation fully illustrates that the smart bed category has huge development potential in China. In addition to the three-body co-branded smart bed, Dreamlily has created a rich intelligent product system, and continues to combine new technologies to launch personalized intelligent functions, deep link to the whole house intelligent ecology, or will further lead the trend of intelligent sleep consumption.