Grab Maito bedding and live in the "new blue ocean" in the lower-tier market, and accelerate the layout of third- and fourth-tier cities

In recent years, with the continuous maturation of China's consumer market, the consumption potential of third- and fourth-tier cities and even township markets is gradually being released, becoming a new battlefield for home furnishing brands. After in-depth research on Maito bedding, it was found that in first-tier cities, the penetration rate of memory cotton mattresses has exceeded 60%, while in third- and fourth-tier cities, this data is still less than 15%. This not only means that the demand for high-quality sleep products in the lower-tier market has not been fully met, but also represents huge growth space.

At the same time, the acceptance of latex mattresses in the lower-tier market also shows obvious price-sensitive characteristics. Compared with consumers in big cities who pay more attention to brands and materials, third- and fourth-tier consumers pay more attention to "cost performance" - both sleeping comfortably and spending money.

In this regard, Metal Bedding has adopted two major strategies:

Optimize the product structure to create "popular" explosive products.

Aiming at price-sensitive consumer groups, Meto has launched a variety of memory cotton and latex mattress products that are affordable but not discounted, focusing on "high quality and price ratio", quickly opening up the reputation of the third- and fourth-tier markets.

Accelerate channel sinking and lay out distribution networks.

MeToo is actively promoting the distribution model layout across the country, working with regional agents and end point dealers to quickly penetrate the county and township markets, build trust through the "local people sell to local people" model, and speed up market penetration.

The expansion from the first- and second-tier to the third- and fourth-tier is not just a "sink", but also a "reconstruction" of the brand and market logic. In Mateau's view, this is not only an opportunity for the product to sink, but also a systematic improvement of service capabilities, channel capabilities and brand trust.

In the next three years, Maito Bedding aims to increase the penetration rate of memory cotton products to more than 30% in the third- and fourth-tier markets, becoming the "most trusted bedding brand in the lower-tier market".

Allowing every consumer, whether in the city center or in a small town, to have a healthy and comfortable sleep is the original intention that Maito has always adhered to.