Spend money to buy comfort? Is the "sky-high price mattress" an IQ tax?
Industry insiders: expensive products may be more of a brand premium, and some mattresses are sold for more than 5 times the ex-factory price
In the past few days, "mattress" has become a hot topic among netizens.
The sky-high price of hundreds of thousands or even millions of mattresses surprised some netizens.
Behind this, many mattress brands started to promote through the heat.
Many readers also feel that the price of mattresses on the market ranging from thousands to millions is "confusing".
A reporter from Beijing Youth Daily conducted an investigation.
Phenomenon
"Black technology" boosts mattress prices
In the eyes of some consumers, buying brand mattress products is to buy a good sleep quality, so they are very willing to spend money in this regard.
Merchants also seem to be very aware of the psychology of target customers who want to "spend money to buy comfort". In addition to the concepts of "negative ions" and "far infrared" in the early years, some products that claim to be "smart mattresses" have appeared in recent years.
In the brand's publicity, the mattresses sold can not only monitor the quality of sleep, but even have the function of "technology sleep aid".
This type of mattress not only has functions such as data monitoring, partition lifting, automatic adjustment of hardness, etc., but can even be controlled by a mobile phone.
Whether you can get better sleep with such a mattress has not yet been confirmed by authoritative institutions, but it makes the price of mattresses go up.
Beiqing Daily reporter visited the market and learned that Mousse launched a black technology AI sleep aid latex mattress, priced at about 31,000 yuan; Xilinmen launched Canon smart bed + mat, priced at about 20,000 yuan; Mengbaihe launched Power Cool cool zero-pressure wind smart mattress, priced at around 39,000 yuan.
investigation
The price of some mattresses exceeds the ex-factory price by 5 times
Are these black technologies really worth the money?
You may wish to take a look at the prospectus of Mousse, which has just been listed.
In 2021, at an average unit price of 2041.97 yuan for its mattress products, the unit cost is only 873.43 yuan, and the gross profit margin is as high as 57.23%.
The overall gross profit of other major mattress brand companies is also around 30%.
"They all use springs, latex and brown. What's the difference between 10,000 yuan and 1,000 yuan?" In the eyes of industry insiders, the mattress industry itself is a high-profit industry, because the raw materials and technology are not transparent. , It is difficult to distinguish the quality of mattresses through the senses, and can only be distinguished by information and prices. Therefore, mattress brands will increase investment in marketing.
"Although expensive prices may be better than cheap ones, expensive products may pay more for brand premiums." Industry insiders said that the actual selling price of some mattresses was more than five times the ex-factory price. More space.
industry
China's mattress industry is in the development stage
Guanyan Tianxia data shows that the demand for mattresses will reach 53.555 million in 2021.
The market is huge, and some mattress companies have also followed the trend.
Such as Mousse, Xilinmen, etc. have landed in the capital market.
In the official flagship stores of the above-mentioned brands, latex mattresses priced at more than 5,000 yuan became the top sellers in Mousse’s online store, while spring mattresses priced at more than 3,000 yuan were sold for 1 month in Xilinmen’s online store More than ten thousand orders.
Zheshang Securities Research Institute pointed out in a research report that China's mattress industry started late, is still in the development stage, and the industry threshold is low, so it presents a small, scattered and chaotic competition pattern.
Some people in the industry said that the homogenization of mattress products is serious. Instead of believing the "high-end term" propaganda of expensive brands, it is better to choose cost-effective mattresses and increase the frequency of replacement.
hint
Different people choose different types of mattresses
According to the "Health Times", the elderly often have osteoporosis, which means that their tolerance to pressure is declining and they are more likely to feel pain than ordinary people. Therefore, as they grow older, harder mattresses will affect the Bones have better support.
Babies and teenagers have relatively soft bones, so don't choose a mattress that is too soft.
When choosing, you can let the child lie on it. If the body collapses with the bed, don't choose it.
When people with a lighter weight touch the mattress, the contact area is not as wide as that of a heavy person, and there is less fat to protect their bones. Harder mattresses can easily cause them pain.
Therefore, it is suitable for light weight people to sleep on softer mattresses, allowing the hips to sink into the mattress slightly, and the waist can be supported.
On the contrary, for heavier people, a harder mattress will have better support.
In addition, people with lumbar spine or orthopedic diseases should choose mattresses according to the doctor's advice.
As for how to see whether the hardness of the mattress is appropriate, it mainly depends on the support of the mattress: you can lie flat on the bed with your palms facing down, and place your hands between the curve of your lower back and the mattress, if there is no gap between your back and the mattress , then this mattress is suitable.
If there's a noticeable gap, the mattress is probably too firm; if it's difficult to get your hands in, the mattress is too soft.
Articles in this group/Reporter Zhang Xin Coordinator/Yu Meiying