Intelligence is a major trend in today's consumer product field. Smartphones, smart cars, smart robots, and the smart bed we are going to talk about today are all new products under the intelligence of products.
Although the concept of whole-house smart home, including smart home appliances, is very popular and deeply loved by consumers, it seems that everyone's definition of "smart" has not formed a fixed standard.
What is a smart product?Maybe everyone has a different definition in their minds. From the book-based description, we can see that smart products refer to products that have a certain degree of autonomy and can automatically complete a set behavior with less human intervention.
In Xiaolei's view, it can give consumers the expected performance beyond the product itself, so as to be worthy of the name of smart products.
So what can the smart bed bring us to exceed expectations?
The smart bed is based on intelligent sensing technology, with intelligent functions such as data acquisition and monitoring, remote control, and automatic adjustment.
At the beginning, the main audience of this kind of intelligent bedding was people with sleep problems, especially the elderly.
Source: JD.com.
At present, there are three categories of smart beds: smart bottom beds, smart mattresses, and integrated smart beds. Although the e-commerce platform has divided into sub-categories such as nursing beds, smart bedroom functional beds, and smart beds for the elderly on this basis, in general, it is still expanded around the above three categories.
However, for furniture items such as beds, which are replaced very infrequently, it is really not easy for smart beds to successfully break into the homes of ordinary people.
According to the research report on the current situation of the smart bed industry by Zhiyan Consulting, the domestic smart bed industry is still in its infancyMore than 9 percent of consumers neither understand nor recognize smart beds, and the penetration rate of smart beds in China is only 02%。
0.2% penetration rate, which is the answer sheet handed over by the domestic smart bed industry. Although the current penetration rate is still very low, for smart bed-related companies, they are looking to the future.
1. The elderly population is the best audience for smart beds
In recent years, the state has successively introduced a number of policies to encourage the development and innovation of new consumption fields. Among them, relevant guidance on the interconnection of products and unified standards in the smart home industry have been proposed.
With the intensification of population aging, the demand for products in China's pension service system is increasing year by year. According to data from the National Bureau of Statistics, in 2022, China's aging population aged 65 and above accounted for 149%, a year-on-year increase of 46%。The increase in the elderly population is bound to bring benefits to the smart bed industry, and the demand for smart beds in nursing homes and other institutions will be gradually released.
2. Global players are vying to enter the game
According to the "In-depth Research on the Status Quo of China's Smart Bed Market and Investment Strategy Research Report (2023-2030)" released by Guanyan Report Network, the market size of the global smart bed industry in 2021 will be 45US$9.3 billion, an increase of 1318%；In 2022, the market size of the global smart bed industry will be about 52US$0.7 billion, a year-on-year increase of 1337%。
It is not difficult to see from the data that the global smart bed market has stepped out of a stable growth curve in recent years. The market size is expanding year by year, and the main consumer market for smart beds at this stage is still concentrated in North America, with Asia-Pacific and Europe respectively.
We will focus on the domestic market, thanks to the adjustment of the consumption structure and the increase in the elderly population, China's smart bed industry has also entered a stage of rapid development. In 2021, the size of China's smart bed market will be 240.7 billion yuan, a year-on-year increase of 1056%；In 2022, the size of China's smart bed market will be 264.2 billion yuan, a year-on-year increase of 976%。
Source: Dream Lily official website.
3. Self-developed and risingDomestic players.
The steady growth of the industry scale is the fundamental reason why domestic enterprises such as Ingenuity Home, Qisheng Technology, and Fun Sleep Technology have begun to lay out the smart bed production industry early.
The low penetration rate means that there is still a huge space for development in this industry, and with the improvement of domestic science and technology, it has achieved self-sufficiency due to the motor and electronic control devices of overseas manufacturers in the past. Many local smart bed companies have enhanced their competitiveness in the global market through self-developed intelligent health management systems and physiological sign sensors.
To sum up, Xiaolei believes that smart beds belong to an industry with great potential. But for now, the vast majority of consumers still can't have a clearer understanding of smart bed products.
With a curious attitude, Xiaolei searched the sales lists related to smart beds on many e-commerce platforms. It is found that the integrated smart bed is the first choice for most people to try the smart bed, and the sales volume is far ahead compared with the smart mattress and the bottom bed, but the brand on the hot list has only 1,000 pieces of single product sales.
Although the sales volume is not high, the unit price is still quite objective. Generally** ranging from 4,000 yuan to 46,000 yuan, except for a very small number of brands like Keliłiting that focus on the field of intelligence, the rest of the brands like Dream Lily, Mousse and other brands still choose the product line of mixing and matching traditional bedding and smart beds.
The number of brands in the category of integrated smart beds is very large, such as zero gravity, cloud care, flexible wake-up and other functions are dazzling, and they are also full of some pseudo-smart beds that fish in troubled waters.
The sales volume of smart mattresses is slightly inferior to that of integrated smart beds, and the highest sales volume of a single product is only 200 pieces. Although pure mattress products are more convenient to move, their intelligent attributes are significantly inferior to those of integrated smart beds, and most of them focus on various memory modes. It is also a good choice for consumers who want to try it lightly.
There are few people who buy it, is it because the product is not good, or is the publicity not in place?
Source: Chivas official website.
In all fairness, Xiaolei, as an ordinary consumer who has almost never been in contact with smart beds, cannot sketch in his mind the general appearance of himself lying on a smart bed just by relying on the publicity and introduction of the e-commerce platform**and introduction**.
If this is the case for young people in the new era, how can most domestic consumers with pragmatic characteristics easily place orders. People spend about 1 3 years in their lives with bedIt is no exaggeration to say that the bed is the longest companion that most people spend with in their lives. Therefore, people are especially cautious when choosing a bed, and they are always more inclined to go to the site to experience it for themselves before making a decision.
Relevant data show that in 2021, 773% of domestic consumers will first go to a physical store to experience it, and then make a purchase in store or online;Only 169% of customers place an order directly online. It can be seen that offline physical stores are still the most important communication channel between China's domestic smart bed companies and consumers.
However, after careful observation, Xiaolei found that domestic smart bed companies seem to have found another feasible path - the content e-commerce grass planting model.
Source: Little Red Book.
The content platform led by Xiaohongshu, as long as you search for keywords such as smart bed, a large number of **or**grass planting content will emerge, some of which are pure tap experience sharing posts, and some of which are brand-sponsored promotional content.
Compared with the dry product pictures and function introductions of e-commerce platforms, the display of grass content is more vivid, allowing consumers to understand all aspects of the product through the experience of bloggers. Although it can't be compared to the physical experience of offline stores, it is more efficient and widely disseminated.
There is a very important concept of "people, goods, and fields" in the e-commerce industry, and smart bed companies have goods, and content platforms have people。The two can be said to be a hit and it off,Even if the user's focus is on beauty、Clothing and other women-oriented Xiaohongshu,In recent years, the data of the content of household appliances has been rising,The number of notes related to household appliances on the eve of last year's Double 11 increased nearly three times year-on-year,The search volume of notes and products is**175%.
Source: Little Red Book.
However, although the data is beautiful, the content e-commerce grass planting model can only be regarded as a supplement to the traditional e-commerce platform at best. After careful checking, Lin's Home Furnishing, Dream Lily, Top Sleep and other top brands in the top of the best-selling list of e-commerce platforms such as ** and Jingdong are also tepid in popularity in Xiaohongshu, and the number of fans is generally only a few hundred to a thousand.
Therefore, if smart bed companies want to further increase the penetration rate, they must dig deep into the manifestations of content e-commerce and explore more potential sales channels.
From the user's point of view, they have long been accustomed to ordinary mattresses and bed frames that have been lying for most of their lives, and if it is not for the needs such as sleep difficulties, I am afraid that almost no one will take the initiative to pay attention to smart bed products.
Dispensable smart features can't impress savvy consumers. Although most of the praise rates of smart bed products searched by Xiaolei on many e-commerce platforms are above 90%, I still found many consumers' concerns before buying in the product question column.
Source: **Basically focus on whether the function is IQ tax, whether there is a peculiar smell, quality, etc., and even consumers who have purchased it have come forward to say that the anti-snoring function advertised by the store is useless at all, and the automatic rise sometimes affects sleep.
Let's not discuss the authenticity of the evaluation for the time being, just looking at the concerns of consumers before buying, we can find that most consumers actually don't know about smart beds at all, and they are more concerned about whether smart functions can be realized.
Therefore, smart bed companies should do more publicity and popularization on the one hand, and on the other hand, they should create new functions that reach the pain points of consumers.
Pigs can fly when they stand on the tuyere, but not everyone can become that pig. In the final analysis, product power is the core reason why consumers can accept smart bed products.
Some companies are temporarily lagging behind, but some are already at the forefront.
Guangdong, Shanghai and other cities have successively implemented the pilot work of community family care beds, which simply means that the elderly can enjoy the general care services of institutions at home. The key is to build a remote health monitoring system with smart beds as the core, so that staff can remotely monitor the daily life of the elderly in real time.
This also means that many elderly people no longer have to live in nursing homes because they have no one to take care of them, and Xiao Lei believes that this solves the number one problem for most elderly people to a certain extent. With the increase of China's aging population, nursing homes, family pension beds and other elderly care institutions will have more and more demand for smart bedsPerhaps compared with the purchase needs of individual consumers, the demand for collective procurement by such institutions is the focus of smart bed companies in the future.
It took 15 years for the U.S. to increase the penetration rate of smart beds from 0% to 13%. China started relatively late, and if you want to do this business, you can only take it step by step, first do a good job in the intelligent core of the product, and build confidence for individual consumers and institutions, so as to really taste the dessert of smart beds.
CES (Las Vegas International Consumer Electronics Show) 2024 is about to be grandly opened, and Lei Technology will send a reporting team led by "One Tianming" to Las Vegas, Nevada, USA CES 2024 on-site coverage, so stay tuned.