This year, the American Internet mattress company Casper officially went public. It has grown from a company that sold mattresses on the Internet to a "pioneer of the sleep economy" and successfully went public this year. The company's sales of night lights, bedding and other bedroom accessories are highly consumed. Favorite.
Casper's mattress can be compressed into a box the size of a washing machine and stuffed into the trunk of a private car for easy transportation. Casper also claims that if consumers are in New York, they can receive the mattress within 2 hours after placing the order.
Not only that, Casper also has a number of physical stores, and also cooperates with large-scale physical retailers in the United States. In the process of corporate development, Casper has many competitors, including Nectar, Leesa and Purple, Tuft&Needle and other brands. Online giant Amazon and offline giant Wal-Mart have both launched their own mattress brands and sold them on the Internet.
Although capital can help companies quickly occupy market share, if they want to survive and occupy a place in the industry, they still have to return to the product itself and have close contact with consumers in the retail industry. How did Casper use the super product strategy to develop ?
As the world’s largest mattress market, after hundreds of years of development, the US mattress market has already entered a mature stage and has maintained a relatively stable growth every year. However, as more and more online companies join the market, the Internet The vertical mattress e-commerce model has completely exploded in the United States, and the traditional mattress consumption model is being reshaped. Among them, Casper's sales exceeded 200 million US dollars in only two years, and it occupied the largest market share in just five years and became the Internet A classic case in mattress brands.
01
Right time
In 2010, the first batch of brands that entered the Internet to sell mattresses had bleak sales. This was because the market had not been educated at that time, and the mattresses were not easy to transport at that time and the logistics cost was too high. Many Internet mattresses The brand failed to open the situation.
Founded in 2014, the Internet mattress brand Casper, when entering the market, the first batch of Internet mattress brands took on the role of the education market. After four or five years of development, they have carried out initial education on the market while slowing down. At that time, the Internet vertical e-commerce model had not officially exploded, and the competitive environment was relatively good. This was the right time for the newly established Casper.
The emergence of the boxed mattress concept has not only solved the problem of mattress transportation by packing huge mattresses in a washing machine-sized box through innovations in materials and processes, this is also the reason why the Internet vertical mattress e-commerce model The cause of the outbreak, new mattress brands continue to appear...
02
Low industry threshold
After hundreds of years of development, the United States has formed a mature mattress manufacturing industry chain, and there are countless manufacturers. Many new Internet brands will choose to cooperate with manufacturers and participate in the production and manufacturing environment of their products. Therefore, they want to The barriers to entry into the industry have become very low.
Because the mattress industry has the characteristics of low cost and high profit. For many Internet brands, only based on the Internet, their operation and maintenance costs are lower, and therefore, higher profits are obtained.
In order to prevent consumers from comparing the prices of mattresses after they know the brands, offline stores also adopt different purchasing methods, resulting in insufficient awareness of the mattress brands by consumers in the entire industry, and the prices are not transparent. In response to the doubts of consumers, they do not know whether the mattress they buy is worth it.
In order to gain the trust of consumers, Internet brands will continue to repeat their brands and introduce products in detail. Therefore, in this regard, Internet brands are more likely to gain consumers' favor.
In this battle of Internet mattress brands, Casper has entered consumers' vision as a professional mattress supplier and has continued to deepen this image.
03
Casper's super product strategy
To provide users with a product they really need is the original intention of Casper to create a super product. The Casper team, from mattress industry practitioners to designers, discovered in the process of mining user needs, even if consumers experience a lot Products, but you may not be able to choose your favorite products. Therefore, Casper's first product is to create a super product to meet the needs of all consumers.
So this sentence appeared on Casper’s website: Don’t I need to try to sleep before buying? The answer is: no. Because the mattress we provide allows 99% of people to sleep comfortably.
In this way, Casper's first product helped it open up the situation.
However, do you think this is over? The answer is: impossible.
Mattresses are a low-frequency consumer category. If companies want to maintain sustainable development, they must expand their product lines to maintain growth. In addition to selling mattresses and regular bed sheets and pillows, Casper also sells furniture such as moisture-proof duvets, pet beds, bedside tables and bed frames.
These products are all provided by the sleep research center established by Casper. At this time, Casper is transforming from a single product retailer to a "pioneer of the sleep economy."
The most fundamental reason why Casper is able to become a leader in the industry is because the mattress industry has a low threshold and lack of product differentiation. For start-up brands, if they want to quickly find a market share, they must find ways to make products. , Forming product differentiation and opening up visibility.
Not only that, when the product is good enough, proper marketing can expand the brand's influence. Therefore, Casper uses the celebrity effect of European and American stars to promote the brand to increase brand awareness.
04
to sum up
In a highly competitive industry, if Internet brands want to achieve sustainable development, they must go offline to reach more consumers. Casper also set a goal for companies to open 200 offline stores within three years, mainly because of users Awareness of buying habits.
If a company wants to maintain growth, it must continue to tap user needs to provide users with the products they most want. In this process, we will find that most users still want to experience the mattress in the store and put the bed directly. Take the pad home. In this case, Casper is destined to compete with the established giants offline.
In many cases, the low threshold does not mean that companies should give up their intentions for products. If they want to gain a foothold in the industry, they still have to return to the product itself. In the process of tapping user needs, it is only when you get close to users to understand. How to provide them with truly valuable products? In this process, finding their own super product strategy becomes particularly important.