Nature mattress: the whole family is healthy and sleep well
Twenty-seven years ago, the first all-mountain brown mattress produced by mechanization was off the assembly line at Guiyang Vehicle Factory, marking the breaking of the situation of spring mattresses. From the lack of brand concept, to today's brand protection, brand promotion strategy, strong brand promotion, and the growing brand awareness, the annual sales of “Nature†palm mattresses have risen rapidly from several million yuan to nearly 400 million yuan.
Little-known "Golden Phoenix"
Making mattresses from brown has long been available in southern China. However, the mattress at that time was hand-sewn from the brown piece, which was hard and easily deformed, so when Simmons appeared in front of the Chinese, the spring mattress immediately dominated the world. In the 1990s, the state-owned enterprise reform of the Guiyang Vehicle Factory of the former Ministry of Railways, the production of brown mattresses became a way to help employees re-employment. At that time, the Chinese generally did not have brand awareness. The factory only took the liner of its own production of brown mattresses, and then entrusted the trading company to package and sell the simple business model for initial development.
"Although the sales volume is not large, but after all, it has solved the problem of food and clothing, and has become a model for the reform of state-owned enterprises. When the leaders came to visit and condolences, a report on "Flying the Golden Phoenix in the ravine" gave us the idea of ​​shaping our own brand for the first time. "Chang Changhu, the person in charge of Nature Technology Co., Ltd., said.
Thus, "Golden Phoenix" became the "predecessor" of the nature brand. “Although it only gives the product a name, it is different from other mattress products, and it is branded with a 'green mattress without elastic metal spring' instead of a spring mattress like Simmons. The unique positioning quickly attracted wholesalers, the sales channel expanded rapidly, and the sales volume increased from several million yuan to nearly ten million yuan.
“The road to the brand is not good.†Recalling the scene in the factory, Yan Changhu said: “That is a bunch of workers who are doing 'stupid, big, thick' living roads in the factory. Hard to rush into the market to do sales, to do services, everyone is in the fog, can not figure out the direction. So, the factory set up its own sales force, and systematic training, set up offices in many cities across the country. The effect, but not obvious."
Until 1993, in the quality and comfort of brown mattresses, we have done a lot of research and worked hard on the "Golden Phoenix". We invited famous experts from across the country to do the first brand planning. “Because our materials are natural, there is no addition in the process. Experts believe that the name Golden Phoenix cannot interpret the characteristics and naturalness of our products. It is better to call nature.â€
The name “Nature†has been set, and the road to the brand in the direction of nature, environmental protection and comfort has also been set.
Drafting "national standard" to establish leading position
With the direction of the brand, nature interprets “natural†in place. For example, at all stores, a fish tank is a natural brown mattress, watered from above the mattress, and the fine water penetrates. The mattress enters the aquarium, and the goldfish in the tank jumps, using examples to prove the breathability and naturalness of the natural mattress.
“Natural mattresses are typical green eco-consumer products.†Yan Changhu explained, “A bed of 18 cm thick standard natural brown silk mattress requires 100 seasons of palm trees to supply raw materials. The brown board is palm tree. The derivatives are not at the cost of felling palm trees, but because of the timely stripping of the brown boards, the palm trees can grow faster. The mountain palm trees are one of the best tree species against the rocky desertification and desertification in the Yunnan-Guizhou Plateau. By consuming natural mattresses, it can promote the widespread cultivation of mountain palm trees and directly contribute to the ecological environment."
In addition to ecology and environmental protection, in order to make consumers sleep comfort, nature made sleep and mattress research before production, and in 1992 obtained the invention patent of brown fiber elastic mattress production method. In 1996, the Institute of Brown Fiber Elastomers was established to study what kind of brown mattress is suitable for people of what age and shape...
In 2002, various mountain brown mattresses and coir mattresses sprang up like mushrooms, and there were even some workshops that were not guaranteed by quality. “The mountains and browns of Yunnan and Guizhou, which have been used by nature, have three major differences with coconut palm.†The person in charge of nature said that the coconut palm is brittle and easy to break, while the mountain brown has good flexibility; the coconut palm is rough. It is easy to absorb water, while the mountain palm is smooth and not easy to get wet. Coco is easy to find insects because it is rich in sugar and protein, while mountain brown does not. Therefore, the purchase price of raw materials of the two is 10 times different.
Facing the market chaos of brown mattresses, nature relies on high-quality quality reputation and has always been in an invincible position. In 2006, the sales in the nature market broke through the 200 million mark. In the same year, the National Standardization Committee entrusted the leading enterprises in the industry to take the lead in drafting the industry standard “Soft Furniture Brown Fiber Elastic Mattress†for brown mattresses, and standardizing the market development of brown mattresses. This standard rose to national standards in 2009.
For brand building, nature continues to expand its brand awareness and reputation through media, word of mouth, social activities and other carriers. It not only puts advertisements on national media and local mainstream media; it also enhances user satisfaction through user return visits, user usage guidance, and after-sales value-added services to form a good word-of-mouth communication. Also participate in a variety of public welfare activities, so that consumers feel the conscience of the company. From 2007 to 2011, the sales of nature increased by 30%. Nature represents the furniture industry in Guizhou gradually moving to the whole country.
Yan Changhu recalled: "I am most impressed by the old Ding of Zunyi. I have been sleeping in our nature. After my son Joe lived overseas, how can I sleep on a soft local mattress and make an international long-distance call to buy a mattress. But because I didn't do export trade at that time, I could only refuse him. After that, Lao Ding actually went to the factory to find me on an international flight. Please find a way to let him sleep well. Finally, we helped him through a trading company in Guangzhou. Sending it abroad, the postage is more expensive than the mattress, but the old Ding feels the value. There are still many customers like this, witnessing the brand effect of the quality products of nature..."
Use high technology to continue to write brand glory
Up to now, nature has obtained more than 200 national patent technologies, and more than 1,000 stores have been deployed throughout the country. Natural furniture mattresses can be seen in major furniture stores across the country. Last year, nature only achieved sales of nearly 400 million yuan in mattresses, an increase of about 20% year-on-year.
Today, “Nature†mattresses are using high technology to continue to write about the brand's glory.
The reporter saw at the Nature Experience Hall that standing in the testing room can analyze the body proportion of each person and tell you which mattress is most suitable for sleeping; the smart mattress with chip can monitor the user's heart rate, breathing, The number of bed departures, analysis of sleep data, giving sleep advice, and pre-set data anomaly alarms, sent to the guardian via the mobile APP. “Especially suitable for the elderly or children, when you are worried about sleeping in the next door, do you have to sleep well, you don’t have to get up, the mobile app will give you tips.â€
“Nature†even puts the concept of smart mattress into the whole home environment – ​​after studying the relationship between temperature, airflow, light, smell and other aspects of sleep quality, nature’s smart home system can pass through the intelligent bed. The pad detects and outputs the sleep behavior process state parameters, and converts the sleep state parameters into control signals in the bedroom of the air conditioner, lighting, background music, curtains, television, doors and windows, etc., to achieve an optimal sleeping environment. To put it simply: If you are asleep, the mattress can "notify" the air conditioner to blow some air. If you fall asleep while watching TV, the mattress will "notify" that the TV will automatically shut down...
In the Internet era, in addition to developing intelligent products to meet people's healthy sleep needs and providing care, “Nature†marketing has also entered the online market – after opening a store in Tmall in 2014, nature is again this year. Jingdong opened a shop and is still negotiating with Suning Tesco... Online products take an affordable route, and offline stores take the high-end and comfortable routes. “We hope to let more young people understand the 'natural' brown mattress through the Internet, and like our concept of advocating nature and expanding our brand effect.â€
It is reported that Tmall's sales accounted for one-fifth of the total sales of natural mattresses last year, and it is expected to exceed 100 million sales this year.
The competition of today's enterprises has shifted from competition for product quality and service to competition between brands at higher levels. The brand contains all aspects of the company's culture, image, value, personality, business philosophy, business model, and reputation. It is not only a passport for enterprises to enter the market, but also a bridge between enterprises and consumers. The intangible value of brands will bring huge market share and economic benefits to enterprises. “Nature†has built the brand with quality, and has improved the quality and service with the brand. On the way to the future, “Nature†will continue to build and promote its own brand, so that the world knows the “nature†of Guiyang.
Editor in charge: Kebang
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