MLILY held a press conference on “Don’t sleep on a hard bed” and released a “correct view of sleep”
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On “World Sleep Day” on March 21st, MLILY held a brand launch conference with the theme “Don’t sleep on hard beds”. Ni Zhanggen, chairman of MLILY Home Furnishings, delivered an online keynote speech on the possibility of popularizing hard beds. He called on Chinese people to “Don’t sleep on hard beds!” and released the “1 Million Hard Mattress Transformation Plan”. It is hoped that consumers will gradually realize the dangers of sleeping on hard beds by starting from experiencing a thin mattress. to a correct view of sleep.
It is worth noting that the “2024 China Hard Mattress Usage Status and Potential Harm Survey” report released by iiMedia Research on March 12 showed that 65.1% of consumers are still using relatively traditional hard mattresses. Since its establishment in 2008, MLILY has insisted on not making hard beds, and has continued to call on Chinese people to change their habit of sleeping on hard beds. It has always adhered to the principle of “no coconut palm, no latex, no hard beds” and is committed to improving human beings’ deep sleep.
Don’t sleep on a hard bed! Say “no” to a hard bed
“Don’t sleep on a hard bed! Don’t sleep on a hard bed! Don’t sleep on a hard bed! This is my heartfelt appeal to everyone. You can understand that there are commercial interests here, but I think the greater goodwill towards consumers is .” At the press conference, Ni Zhanggen repeatedly called on Chinese people to “don’t sleep on hard beds” and systematically popularized the definition of hard beds, the current use of hard beds, and the dangers of hard beds.
In 2023, the Sleep Industry Branch of the National Health Industry Enterprise Management Association released the “Chinese National Sleep Quality Census Report” based on a survey of more than 30,000 people. The report showed that 63.4% of the respondents believed that the softness and hardness of their current bedding was inappropriate. In 2024, the “2024 China Hard Mattress Usage Status and Potential Harm Survey” report released by iiMedia Consulting showed that 92.3% of consumers reported that sleeping on hard mattresses caused pain in the lower back and spine.
However, despite this, the traditional concept of sleeping on a hard bed still exists widely. The above-mentioned report released by iiMedia Research shows that 75.1% of consumers agree with the traditional concept that “sleeping on a hard bed is good for the waist”, and 65.1% of respondents currently sleep on a traditional hard mattress.
The so-called hard beds refer to wooden plank beds with mattresses, coconut palm mattresses, inferior spring mattresses without a comfort layer on the surface, etc., according to the internationally accepted mattress hardness grades and standards introduced by Shachu Standard Laboratory, or domestic The soon-to-be-implemented GB/T43007-2023 “Testing and Evaluation Method for Mattress Hardness Level Distribution”, the softness and hardness of mattresses are divided into 10 levels. The lower the level, the harder the mattress.
Chinese people have a long history of sleeping on hard beds. The mattress category started late in my country. In the 1980s, when the mattress industry had a century-old development history in the United States, soft spring beds only attracted attention as some overseas brands entered China. It was not until after 2000 that most Chinese local beds Mat companies were established one after another – but before that, Chinese people had been sleeping on hard beds such as earthen Kangs and wooden wooden beds for thousands of years, which led to the deep-rooted concept of sleeping on hard beds.
However, since the normal body curve of the human body is S-shaped, the fit of a hard bed is poor. When the human body lies on a hard bed, the cervical and lumbar vertebrae will be suspended and lose support, which directly leads to uncomfortable sleeping, frequent turning over, and poor sleep quality. If it is poor, over time it will cause muscle fatigue, changes in the physiological curvature of the spine, lumbar disc herniation, cervical disc herniation and other health problems.
The prevalence of low back pain has gradually attracted the attention of the medical community on the impact of sleep. Ni Zhanggen said: “Now we find that we are not alone. There are more and more doctors who agree with our point of view and they tell consumers through various channels. , a mattress with moderate firmness and softness is a good mattress. I am here to express my gratitude to them and my respect to them.”
According to the iiMedia consulting report and the opinions of doctors, there are five main hazards of hard beds: they cannot completely fit the body curve, which can easily cause spinal deformation; they can make the waist suspended in the air, preventing the waist muscles from fully relaxing and resting, which can easily cause and aggravate backaches. Pain; preventing the body from fully relaxing, causing tossing and turning, and reducing deep sleep time; for middle-aged people suffering from spine and bedsore diseases, it may aggravate symptoms; for children in the growth and development period, it will affect the healthy development of the spine.
Launching a solution – publishing a correct view of sleep
If you don’t sleep on a hard bed, what can you sleep on? At the press conference, MLILY released the “correct view of sleep”, pointing out that “either too hard or too soft is wrong. A good mattress is a balance of comfort and support.” That is, according to the evaluation of softness and hardness levels, mattresses with a hardness level between 3 and 6 and moderate hardness are the ideal choice for consumers.
A paper published by Spanish scholar Kovacs FM in The Lancet shows that in a controlled experiment, 313 patients with low back pain were divided into experimental groups and control groups. Half of the patients slept on “hard beds” and half slept on After three months of observation of the “medium-soft bed”, it was found that patients who slept on the “medium-soft bed” recovered from back pain twice as fast as those who slept on the “hard bed”.
A “medium-soft bed” is a mattress with moderate hardness and a balance of comfort and support. According to Ni Zhanggen, the characteristics of this mattress are: “fitting the curves of the human body, supporting all parts of the body in a balanced manner; evenly dispersing pressure, allowing the body muscles to fully relax “Maintains the natural S-shape of the human spine and is in a relaxed state; does not block blood vessels and ensures smooth blood microcirculation.”
The core representatives of medium-soft beds are latex mattresses and memory foam mattresses. Ni Zhanggen said: “In the past few years, I have been a staunch opponent of latex, because latex has a series of problems such as pollution in the production process and easy powdering. Latex was popular in Europe and the United States thirty or forty years ago, but now it is bankrupt. But today we are talking about latex as a friend, because latex is relatively soft and supportive, and its popularity just proves the disadvantages of hard beds.”
Memory foam was developed by NASA in 1962 to alleviate the huge impact experienced by astronauts during takeoff and landing. It has good resilience and fit, and can evenly distribute the pressure on the human body when lying down. It is the natural opposite of “hard bed”.
In the 1990s, Tempur-Pedic, a famous American mattress brand, applied this technology to the sleep field and achieved great success in the West. Subsequently, through independent research and development, MLILY realized technical corrections on the basis of traditional memory foam, and launched non-temperature-sensitive R0 pressure foam, which improved the defect of traditional memory foam that hardens at low temperatures, and won awards from China, the United States, and Invention patents in Denmark and Canada.
According to Ni Zhanggen, experiments by external academic institutions and medical institutions have proven that the average fit of Dream Lily 0-pressure foam mattress reaches 82.45%, which means a larger contact area between the human body and the mattress, bringing better pressure relief Effect – It can reduce the pressure generated when the human body comes into contact with the mattress by an average of 43.6%, thereby improving sleep quality. The time taken to fall asleep is reduced by an average of 49%, deep sleep time is increased by an average of 38.1%, and rapid eye movement sleep is increased by an average of 43.6%. Increased by 235.31%, greatly improving the recovery effect of physical and mental strength.
Ni Zhanggen said that because traditional hard beds have a large audience base in China, most manufacturers choose to produce and sell hard beds even though they know that hard beds are not good, which makes it more difficult to popularize a correct view of sleep: “We are an industry As a retrograde person, going retrograde is indeed very painful, and we must have lost a lot of sales opportunities because of this, but we have no regrets.”
In order to change the Chinese people’s concept of sleeping on hard beds and improve their sleep quality, MLILY has been actively creating opportunities for people to truly feel the difference between hard beds and medium-soft beds for many years. On the one hand, it promotes the “180-day free sleep trial” to give consumers a sense of security to try MLILY 0-pressed cotton products. If they are not satisfied after 180 days of sleep, they can return it; on the other hand, it cooperates with All Seasons, Atour, Home Inn, etc. Cooperating with hotel chains, we have opened up 1.2 million hotel rooms with no reservations, allowing business travelers to directly experience the products.
At this press conference, Ni Zhanggen officially announced the launch of the “1 Million Hard Mattress Transformation Plan”, hoping to lay a thin mattress experience on consumers’ hard mattresses and change consumers’ sleep starting from a thin mattress. quality.
Through on-site control experiments at the press conference, it can be seen that when the experimenter lies on a hard mattress, the data transmitted by the sensor shows that the experimenter’s head, back, buttocks, calves and other raised parts are under greater pressure. After adding a Dream Lily thin mattress to the mattress, the sensing data showed that the pressure on the convex parts of the experimenter’s body was significantly reduced.
Always calling, always growing
Since its establishment in 2008, MLILY has continuously called on the people to change their concept of sleeping on hard beds. Over the past 16 years, through forums, exhibitions, brand activities, media interviews, Douyin live broadcasts, etc., Ni Zhanggen and MLILY have repeatedly done this Popular science on “Don’t sleep on a hard bed”.
In 2015, Ni Zhanggen bowed deeply to the dozens of media present at a brand launch conference and expressed his gratitude to the media for listening. Nine years later, on March 21, “World Sleep Day”, Ni Zhanggen spoke during the live broadcast. Bowing again to the camera: “Here I am making an appeal. I hope that all of us can bring the concept of healthy sleep to more people.”
“We have been calling, and we have been growing. We were listed on the A-share market in 2016, and our sales that year were 1.723 billion. In 2022, MLILY’s global sales will be 8.017 billion.” Ni Zhanggen said that MLILY now has a global sales of 8.017 billion. Six major production bases are located in China, the United States, Serbia, Spain, and Thailand. It has laid out global sales with a global supply chain and established more than 10,000 sales terminals. Its products are sold in 110 countries and regions around the world, and through acquisitions, strategic cooperation, etc. In this way, chain channel brands have been deployed in many countries around the world.
Financial report data shows that from its launch in 2016 to 2022, Mengbaihe Home Furnishing has sold more than 100 million products worldwide, which is a huge number in the home furnishing industry.
The Gaide ranking shows that MLILY is among the top 3 recommended mattress brands in China. The Gaide ranking is a ranking organization based on scientific and impartial standards. It refuses to bid for ranking and enjoys high authority in the industry and outside.
Simultaneously with the growth of Dream Lily, memory foam materials are developing more maturely in overseas markets. According to Ni Zhanggen, public data shows that the penetration rate of memory foam materials in the United States is over 45%. However, compared with the European and American markets, under the influence of the traditional concept of sleeping on a hard bed, the penetration rate of memory foam mattresses as a representative of medium-soft beds is still very low in China, and there is still a long way to go to change the concept of sleeping on a hard bed.
It is worth noting that although the penetration rate of memory foam material in China is very low, it is already in a growth trend. In the first three quarters of 2023, Dream Lily’s domestic independent brands grew by more than 50%, and may continue to maintain rapid growth in the future.
As the pace of life accelerates and life pressure increases, sleep disorders are becoming more common in today’s society. In order to raise public awareness of the importance of sleep, the International Foundation for Mental Health and Neuroscience launched “World Sleep Day” in 2001. MLILY Dream Lily chose to publish the “Correct Concept of Sleep” on “World Sleep Day” to arouse the public’s awareness and attention to scientific and healthy sleep methods.
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