The competition in mattress brands is very intense, the mattress industry is caught in the cycle of product homogeneity. Mattress enterprises homogenization performs in several ways: the homogenization of product selling point, the homogenization of sales talk, the homogenization of terminal display and the homogenization of promotional tools. The problems in mattress manufacturer must be solved from the following two aspects: product innovation and differentiated marketing. Enhance innovation and the competitiveness of their products from the raw materials of mattress. The differentiated marketing requires the mattresses enterprises to upgrade stores image to increase customers’ freshness to build brand image. In addition, strengthen the training of purchasing guide to improve their sales skills and service levels, the terminal is very important, is equivalent to the face of the brand.
The Development of Mattresses Brand and Channels
Marketing channels and the terminal must be perfect and innovative. Marketing ideas is based on the form of direct and join and it requires its franchisees must promote the concept of healthy sleep instead of putting the short-term interests in the first place. Increase the communication channel and the cooperation of the major home stores to make the channel more stable, and share the interests of mattress factory. In addition, establish the intention to cooperate with the media, and achieve the rapid increases in the more extensive network coverage on the basis of brand image. Channel development and brand building are two complementary aspects, the deepening of the channel construction promotes the implementation of brand awareness, brand building and vice versa promote channel construction progress.
The New Trends and Changes in Mattress Market
From the current situation, the number of mattress companies will continue to reduce, and a number of mattress factories with backward production and lack of innovation capacity will fall, while some visionary mattress brands which can understand marketing will stand out in the adjustment to win the trust of the market and consumers. The market will continue to subdivide, the mattress product development and marketing will be more precise, more targeted, inputs and outputs value of enterprise will be raised. There will be various of mattresses for the men, women, the elderly, children, family, hotel, leisure, and treatment and different objects and functions will continuously enter into the market, mattress market will be more prosperous and perfect, everyone can find the most suitable mattresses. Consequent brand war will be inevitable, enterprises will increase investment in online media, television media and print media advertising and mattress industry will enter a brand marketing stage of deepening. Of course, there will be greater growth in the mattress market's capacity.