Executives attending the meeting included CEO of Logicdata CEOJohannesGradwohl's reverie CEOMartinRawlsMeehan leggett &; Jay Thompson, head of Pratt's consumer goods department); And PhilSherman, chairman of CustomaticTechnologies.
Adjustable bedstead is the fastest growing category in bedding category, and all executives think that adjustable bedstead will usher in another year of soaring sales. They all think that the adjustable bedstead is one of the most dynamic products in the industry. If retailers want to achieve rapid sales growth, it is a good choice to promote adjustable bedsteads.
Retailers said that these bedsteads are very popular in the market, because they can increase the auxiliary functions of sleeping products without increasing the existing equipment and extra space, and effectively increase sales. However, in the adjustable bedstead industry, from giants to new intruders, they are actively deploying, hoping to gain business opportunities in this fast-growing category.
More and more consumers use adjustable bedsteads.
According to the consumer survey conducted by ABetterSleepCouncil, in 20 16 years, about 9% of consumers have adjustable bedsteads, and members attending the meeting said that this number is rising now.
RawlsMeehan said that ten years ago, only about 2% of consumers had adjustable bedsteads, and said that this number may have reached 1 1% now 12%.
Thompson estimated that more than 10% of consumers own adjustable bedsteads, and Sherman said that this number may now be close to 12% to 15%.
Gradwohl added: "When we entered this field at 20 1 1, our company's market share was about 3.5%. At that time, the distribution rate of adjustable bedsteads had just or was about to reach the threshold of 10%. I estimate that the current placement rate is between 12% and 15%, but this is only an estimate. "
SiverLite adjustable bedstead from Logicdata Company.
Sales increased and unit price decreased.
According to industry statistics, the sales volume of functional bedsteads in various channels in the United States increased by 32.2% and 52.8% last year.
Although the sales growth rate soared, the average unit price of adjustable bedsteads decreased by 13.4% last year, reflecting the unhealthy price competition in the industry.
As more and more consumers understand and accept the functions and advantages provided by adjustable bedsteads, the sales of adjustable bedsteads continue to soar. However, the competition of such products is becoming increasingly fierce, and it may be negative news for retailers to continue to push down the average unit price.
What worries the industry recently is MattressFirm's recent promotion of free adjustable bedsteads. Many people in the industry criticized this promotion as a mistake, which will weaken the market competitiveness of such products.
MattressFirm staff said: This promotion will help to distinguish it from the very radical online mattress retailer in the market and regain a certain market share.
MattressFirm Presidential Day promotional poster.
With the efforts of manufacturers, new products emerge one after another.
From giant players to new manufacturers, the adjustable bedstead market is in an explosive period. Every manufacturer is trying to promote its new products and respond to people's growing interest in this category by adding various functions.
Not long ago, the leading manufacturers of adjustable bedsteads in the industry, including Li En School and CustomaticTechnologies, constantly launched many eye-catching new products, some of which are very competitive in price, while others are mainly in the high-end market.
Li En School has introduced an all-metal adjustable bedstead, which can be folded and stored. This is part of the company's smart home system series. The company used this exhibition to gain market feedback on this intelligent system. This new product is called the industry's first adjustable bedstead combined with smart home system. The company said that this concept has sparked discussions among a large number of retailers.
Adjustable bedstead introduced by Li En School.
Customatistics has introduced a complex new design that can swing and roll from head to toe and from left to right. Chairman Phil Sherman said that retailers are interested in the new bedstead, but the product is still in the testing stage.
In addition, the company also launched a complete sleep combination product, which puts a mattress and an adjustable bedstead in one product combination, and the price can be as high as $799. Sherman called it the first "boxed mattress and bedstead" in the industry.
Not only that, the company also introduced three upgraded mattresses with ComfortControlTechnology technology. Consumers can adjust the comfort they want through the matching app. The adjustable air system works with the support core in the mattress to provide customized comfort.
ISense has also introduced three upgraded mattresses, and also adopted ComfortControlTechnology technology, which can adjust the comfort you want through the matching app. CEOPaulLongman said: The comfort of adjustable control is the biggest highlight of iSense's new mattress.
Simmons Sleeping Beauty has added three adjustable bedsteads to the original product lines of pillows, pillowcases and bedspreads. The retail prices of three new adjustable bedsteads are $499, $799 and 1699, respectively, so that customers can find suitable products to improve their sleep system at different price points.
Shu Da readjusted the product mix of adjustable bedsteads to make the price more competitive. The price of double adjustable large bedstead is 499~ 1499. The combination includes a brand-new functional bedstead with a promotional price of $499. The upgraded bedstead is equipped with massage function and USB interface, and the price is $799. The MotionPerfect adjustable bed frame, which costs $65,438+0,499, is also equipped with new seat extension technology.
Reverie aims to expand the appeal of its product line by introducing new adjustable bedstead retail. Reverie said that the sales of adjustable bedsteads continue to grow, and the company will further promote the growth by upgrading electric bedsteads, including products with an entry price of $549.9. The company also introduced eight kinds of adjustable bedsteads to attract interested consumers. CEOMartinRawlsMeehan said: "The adjustable bedstead is not only suitable for high-income people or the elderly."
Logicdata has introduced a new SiverLite adjustable bedstead, which can deliver products to consumers in small packages.
Silverstone bedsteads can be packed in very small boxes.
The company said that SilverLite products are a direct response to the growing demand for e-commerce. Entering the e-commerce industry requires a logistics center to reduce transportation costs, provide high-quality and stable services and fast and simple installation, so as to maximize the convenience of customers. Products include bedsteads of various sizes such as twinXL, Queen, King and California-King, which can be directly delivered to consumers through UPS, FedEx and ordinary ground transportation companies without additional charges.
Ergomotion's ContourPureSlim bedstead provides ExtensionDeck technology, which can be extended with the elevation of headboard.
Ergomotion's ContourPureSlim ultra-thin bedstead
Ashley Home has launched four adjustable bedstead product lines. BradRogers, Senior Vice President of Ashley and SierraSleep, said: Adjustable bedsteads are the fastest growing category of bedding and have always been an important part of our business.
There is a product in Glideaway's adjustable bedstead series that can be completely tilted. Dambeck, executive vice president in charge of sales and marketing, said that the industry has always only priced mattresses, and most adjustable bedsteads are sold in the form of distribution, which makes the price of adjustable bedsteads have a lot of room for improvement, which will "open a new door for adjustable bedsteads".
Adjustable bedstead introduced by Glideaway company
BedTech's four new adjustable bedsteads range in price from $499 to 1699. The new bedstead is equipped with electric devices on the head, neck, feet and waist, which can provide massage. The bedside lamp can be controlled by mobile phone Bluetooth and equipped with a speaker with gentle wake-up function-when the alarm clock is set, the bed will rise slightly within one minute, thus waking up the user.
BrandonSparks, chairman of BedTech, said: "buyers are very excited about the rising function of beds. They said they had never seen such a thing before. "
In addition, Sleep-Ezz introduced an integrated adjustable dynamic lifting bedstead; SleepinMotion has introduced a special adjustable bed that can "gently shake you to sleep"; Ergolife's product iBed is an adjustable bedstead, which provides personalized customization for waist and other parts of the body.
How to stand out in the low-price competition?
Despite the soaring sales volume, industry data show that the average unit price of adjustable bedsteads is declining, which is also the development problem faced by the industry mentioned by the participants.
Thompson, head of the consumer goods department, said: "First of all, the efforts made by colleagues in the bedding industry in the past five to seven years have positioned adjustable bedsteads as products to improve lifestyles. According to demographic data, more and more consumers of all ages are using adjustable bedsteads.
Secondly, the delivery capacity of adjustable bedstead is enhanced, the appearance of "boxed mattress" and the sustainable development of e-commerce expand the contact area of such products to consumers who do not shop through traditional retail channels. Third, this category is affordable to a wider audience and is usually promoted as a free product. "
Thompson added: "This product pricing strategy has promoted the first-time buyers to try. By reducing the purchase risk and providing reasons for consumption upgrading, consumers can be urged to spend more money and get more products with stronger functions. The challenge will be to ensure that the up-selling strategy can work effectively through the right product mix, and that sellers can provide high-value functions and direct and effective comparisons.
CEOGradwohl of Logicdata said, "In low-cost areas in Asia, the competition to lower prices and increase production lines is fierce. Sales of adjustable bedsteads are increasing. Because of economies of scale, manufacturers can negotiate for better supply prices. In addition, in 20 18, MattressFirm filed for bankruptcy and offered a very low price on the adjustable bedstead, forcing their competitors to reduce profits to remain competitive. "
He added: "The products of adjustable bedstead manufacturers have also changed-many years ago, high-end products had multi-functional products (massage head tilt, lumbar support and speakers), but now many original equipment manufacturers can provide entry-level adjustable bedsteads at attractive prices."
Sherman, chairman of CustomaticTechnologies, said: "In some aggressive promotion activities of adjustable bedsteads, some key words may be excluded, that is: profit. I'm glad to see that the sales of this kind of products have increased, but I know that some promotional products are unprofitable. When the profit margin drops, the sales volume can be greatly increased. If retailers go too far in the promotion, it will be difficult to raise prices again. "
Sherman also said that what happened now was somewhat unexpected. He said: "When a category becomes hot, market disruptors will start to pay attention to the price, and all of us should find a solution to raise the price. To this end, we need to send different messages. "
CEORawlsMeehan of Reverie said: Retailers need to improve the customer experience when displaying adjustable bedsteads, and should pay attention to product quality and sales training. Retailers can effectively increase sales by better displaying adjustable bedsteads in stores. Rolls-Meehan said: "If it is not displayed in the store, then the adjustable bedstead will be difficult to sell."
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Advertising words for bedding; Bedclothes advertising words template.
Excerpts from advertisements for bedding.
1. Love is colorless, and the family has goods.
2. Colorless spinning is the future, and the fabrics are wonderful.
3. What a soft dream, good home textiles.
4. Colorless and tasteful-tasteful, dreamy and colorless!
5. Enjoy high-grade nature-colorless and tasteful.
6. True and pure, a little warm-colorless and tasteful home textiles.
7. Colorless, loving and quality life.
8. Have a good sleep.
9. Colorless and tasteful-dreams are high and tastes good!
10. Colorless and tasty, it warms the whole family.
1 1. Colorless means true love.
12. Make the home warmer and the home textiles colorless and tasty.
13. With me at home, I enjoy happiness-colorless and tasteful home textiles.
14. Colorless and gentle country!
15. Colorless and tasteful, full of romance!
Appreciation of bedding advertising words
1. Colorless and tasty, life is closer.
2. Relax and sleep, and weave dreams.
3. Sleep is noble and tasteless.
4. Good life, thanks to good home textiles.
Comfort is the scenery of home-colorless and tasteful.
6. Colorless and tasty-give you a dream life!
7. I like the feeling of home-colorless and tasteful home textiles.
8. Colorless health, quality life!
9. Love is pure and colorless, and home is elegant and tasteful.
10. Warm homesickness is just because of it!
1 1. Pure personality and family taste.
12. Feel the life at home and be grateful for home textiles.
13. Colorless goods add color to love.
14. Love is colorless, and the family has goods.
15. Colorless and calm, pure life.
Selection of advertising words for bedding products
1. Freedom is enjoyed by the heart.
2. Excellent quality and leisure life.
3. Love home, more "tasteful"-colorless and tasteful home textiles.
4. Lying flat is comfortable!
5. Colorless life, colorful products!
6. Colorless and smooth!
7. Fashion trends, taste life.
8. Good quality, colorless promise!
9. Home textiles have new life, happiness and quality.
10. Feel life and be grateful for home textiles.
High score! ! ! Collect the promotion plan of home textile shop! Thank you. I hope my answer will be helpful to your enterprise:
First of all, the products you represent are aimed at the mid-end market, so the consumer group he refers to should be the working class, because the relative income of this group is not too high, and the consumption is mainly affordable. Your product is well-known and the price is not high, which is suitable for this consumer group. Understand this and your goal will be clear.
Secondly, your store is newly opened and its popularity is not as good as other stores. You need to raise the visibility of your store and brand.
Third, is there centralized procurement of home textile products besides sporadic procurement? That is to say, in addition to those customers who come to your store just because the products are good, there should be some customers who can bring them to your store through advertisements.
Based on the above three points, my plan is:
First, strive for the support of manufacturers, and do some image publicity on roadside advertisements with large traffic in your local stations and squares, which can improve the visibility of this product in the local area and let more people know about your store. Be sure to leave your store's address and phone number in the advertisement. Outdoor advertisements are published for a long time, which can leave a long memory, while TV/radio/newspapers are widely published, but the audience forgets quickly and the cost is high. Or you can advertise on local buses, taxis and passenger tricycles. The investment is relatively low, and these cars run on the road every day, and brand awareness and store awareness are quickly established.
Second, these three groups of consumers are easier to catch, such as moving to a new house, getting married and students starting school. What you need to do is to find a way to set up some eye-catching advertisements in the local marriage registration office or on the only way to handle marriage registration. In advertisements, it is necessary to show preferential treatment for newcomers, such as how much discount to give with marriage certificates. Because many people will get married on May Day.
Billboards are generally found in local residential areas and newly-opened buildings. You can talk to the neighborhood Committee and put your advertisement there. The cost is quite low. I have done it before, and the effect is still very good.
For students, it is mainly to pay attention to some promotional activities when they register as freshmen. You can contact the school and sell products in temporary rental places such as school canteens.
In addition, I think it is difficult to achieve the goal by temporary advertising, and operation is a long-term process. Therefore, it is very important for you to be kind to every customer who comes to your home, provide them with authentic products, answer customers patiently, greet customers warmly and so on. What you pay for these is word of mouth. In a county, word of mouth varies greatly. When you have a good reputation, you don't need to do any publicity, so it's still crowded.
The above personal views from the marketing point of view are for your reference only. If you think I'm right, give them to me. Hehe, I wish you a prosperous business! The financial resources are rolling!
Add two more points:
First, we should always do the usual in-store activities. Now it is difficult for customers to pay the bill without promotion, and increase in-store sales through various forms of activities;
Second, management is a long-term systematic project, and it is impossible to achieve good results immediately by one move, two moves, one activity and two publicity.