According to a 2019 ISPA report, the number of smart electric beds sold in the United States in 2019 was 3.128 million, with sales of US$1.0644 billion. The penetration rate of smart electric beds in the overall bedding products was 14.50%. .
The full name of ISPA is International Sleep Products Association, which is the International Sleep Products Association and has a relatively long history.
According to public information, in 1915, 39 mattress manufacturers formed the association. Later, it continued to expand, attracting companies from other countries to join, including some Chinese companies.
The reports produced by them have certain reference value.
Dacai Research believes that the United States can achieve the level of 3.12 million sheets. Then, according to the capacity of the Chinese market, it is still possible to achieve tens of millions of sheets.
However, at present, domestic electric beds are mainly used in hospitals, nursing homes and other places, that is, medical electric beds are included in the management of medical devices. The main brands include: Eight Lemen, Anju Hunter Benefit, good fortune, good fortune, etc.
There are also cases of entering the household, such as Qisheng Technology, Lufu China, Quanmeisi, Meiya (MPE), Guluoqi, etc., and they are trying to open up the civilian market.
Household consumption must be activated and the demand for household electric beds must be released. For example, if at least one smart electric bed is purchased at home, then the imagination space of this market is very large.
Dacai Research believes that the very influential one is Qisheng Technology, which is a pioneer in the smart bed industry and an A-share listed company with revenue of 2.529 billion yuan in 2019. , a year-on-year increase of 5.78%. There are very few companies in China that can achieve this scale.
Qisheng’s main battlefield is not in China, but abroad. Taking 2019 as an example, domestic sales were less than 100 million.
The focus is to be a smart bed supplier for some well-known mattress brands in the United States, and to cooperate with many major customers overseas, such as Serta Simmons, Tempur-Pedic Sealy and other major customers.
In recent years, Qisheng has also paid attention to the domestic market, focusing on channel expansion and brand promotion. The situation is also opening up. For example, it has been applied in two domestic nursing homes.
A piece of news some time ago was that Qisheng Technology’s project with an annual output of 4 million smart electric beds (Phase I) is expected to be put into production in 2020, and can achieve 2 million units per year. It can be seen that he is preparing for a big fight.
So, how many beds can Qisheng sell in a year? According to the 2019 financial report, the sales volume of smart electric beds was 1.2347 million. In addition, 63,700 mattresses were sold.
In addition, Qisheng has a wide range of products. The bed is light and thin, can be adjusted, massaged, entertained, etc., and supports wireless remote control. Different products have different focuses and cover all types of people. For the elderly, there are health-adjusting products. Targeted at young people, there are thin and light foldable models with entertainment functions, allowing you to listen to music and watch TV shows on the smart bed.
The product structure is also relatively complete, with a mix of high, middle and low-end, such as the lower-priced 4S series and the higher-priced 790 series smart beds, opening up market segments and covering different consumer groups, both mass and high-end. , forming its own product matrix.
Thanks to the R&D investment and patent accumulation behind it, for example, in 2019, it invested more than RMB 110 million in R&D and has a total of 338 patents, including 75 invention patents (64 of which are overseas patents).
Recently, Dacai Research noticed that Sealy, a well-established mattress company, held a new product launch conference at Shanghai Red Star Macalline Global Home Store No. 1 on October 2, launching the S Smart Series electric bed.
The highlight of this bed is that it can be set up for reading, watching movies, and sleeping peacefully before going to bed. In different modes, the height of the bed can be adjusted to meet different needs, and the mattress can be bent and folded.
There is also Meiya, which regards smart beds as a key category. There is a separate section on the official website for introduction. Among the functional highlights are: wireless remote control and mobile APP operation, which can realize massage and freely adjust sleep. Angle, head rise, feet rise, adjust to sofa leisure mode, etc.
Both Gu Jia and Mousse are potential masters of smart beds.
According to Dacai Research, Gujia released the Free More smart bed in September 2020, which is equipped with six smart adjustment panels to achieve comfortable sleep through the three steps of boosting, releasing, and pressing. The functions are quite diverse, such as waist adjustment, automatic lifting and lowering, and adjusting the bed to suit various needs such as watching TV/zero pressure/stopping snoring.
Mousse is working hard to make smart mattresses and has launched a variety of products. The smart technology is becoming more and more mature, and it already has an electric bed. Damai Research has seen it on its official website and in Mousse Cage Under the sub-brand, there is an electric bed.
Among them, the introduction is: the development of an integral electric bed with ultra-micro independent cylinder springs and a firm sleeping feel; the integral electric bed is electrically lifted to provide 8 comfortable sleeping modes; it uses an American WESTMOON motor.
Once these two companies fully exert their efforts, they will occupy a certain share by virtue of their existing sales channels and their own influence.
Some new trends have also joined the field of electric beds. According to the observation of Damai Research, at the beginning of 2020, Xiaomi crowdfunded and launched the first electric bed, which is the 8H Milan smart electric bed. The crowdfunding rate exceeded 100% within 9 minutes of going online, and the crowdfunding amount exceeded 3 million as of 10:00 on December 5. In the end, it received support from 1,393 people and raised more than 6.98 million yuan.
The 8H Milan smart electric bed supports five modes including tablet, reading, TV, and zero gravity, and can be controlled by voice through Xiaoai. While lying on the bed, you can slowly raise the electric bed to the desired angle with the touch of a button or voice control.
In foreign countries, there are already some mature smart bed brands, such as Reverie. In 2002, it developed an electric bed that can be adjusted and massaged. In 2013, customized adjustable beds were invested. Face the terminal market directly and operate directly.
Dacai research found that Tempur-Pedic mattresses also have electric beds, including ones with vibration functions, priced at more than 8,000 to more than 10,000 yuan.
In its introduction, it is mentioned that pressing the button can raise the legs; as the head of the bed is raised, the entire bed will move against the wall, making it easier to access the items on the bedside table; Three-level vibration experience; the inclination angle of the bed can be adjusted to suit the needs of watching TV, reading, etc.
Sleep Number is a very famous smart bed company, formerly Select Comfort. It operates a variety of products such as mattresses, bed frames, and sheets. It has researched many useful technologies and has become a listed company. It is said that by 2015, there will be more than 3,000 employees.
By 2017, Select Comfort was changed to Sleep Number and began to build smart beds, and then Sleep Number became popular.
By the way, let me introduce this product. From a functional point of view, the 360 ??smart bed does have many highlights. The early standard version of the 360 ??smart bed can realize left and right partitions without affecting each other, and automatically adjust the softness and hardness. It has four basic functions: temperature, tracking sleep data, absorbing heat energy and releasing heat energy.
Later, some functions were added, such as the head of the bed can be raised to facilitate watching TV and reading. When snoring, it will automatically raise 7 degrees to reduce snoring; the height can be adjusted at the head and end of the bed to achieve the so-called zero-pressure experience; a foot-warming function is added to the end of the bed.
The launch of the 360 ??smart bed has transformed Sleep Number from a traditional enterprise into a technology enterprise. It is highly sought after and its stock price continues to rise.
Comparing the situation in the US market, according to data released by ISPA, the US smart bed market grew from US$400 million in 2013 to US$600 million in 2017, and then to US$1 billion in 2019, in 7 years An increase of US$600 million and several billion yuan is not a dramatic advance, but it is definitely a steady increase.
Putting it in the Chinese market, due to its huge buying group, the scale of growth may be even greater, and the world is vast, with great potential.
The prospects are bright, but it is also difficult to enter.
Dacai Research believes that there are at least three mountains to climb at present. First, relatively good smart bed products have certain technical content, such as automated control, bedside adjustment methods, softness and hardness adjustment, etc. , R&D capabilities require long-term accumulation and are difficult to catch up in a short time.
The second is the lack of well-known brands. An important support for the consumer industry is the brand. Even a player like Qisheng has not been working hard in the family market for many years, and naturally does not have enough influence. Maybe some well-known mattress brands will make up for the lack of brand appeal after entering the market.
Third, the demand for household consumption has not been activated. There are very few consumers who know about smart electric beds and they are rarely seen in stores. Market awareness is still at a very early stage. Furthermore, the price is relatively high, which affects market popularity.
In the future business plan, reasonable prices will be used to leverage customer consumption, and the involvement of a large number of well-known brands is expected to drive consumption.