Sleep can also sleep a market of 1.1 billion US dollars?
It is indeed against common sense. Doesn't all consumption occur at the time of human activities? People are asleep, where is the consumption power?
In 2014, a mattress brand called Casper in the United States became popular overnight, and also ushered in "Little Plum" Leonardo DiCaprio, "Spiderman" Toby Maguire, and "Maroon" 5" The investment of lead singer Adam Levine and other European and American stars.
Why can a mattress attract so many celebrities' attention? In 2020, the valuation is more than 1.1 billion U.S. dollars. How do people "sleep" out of this unicorn? What did Casper do?
01
The mattress we designed
99% of people feel very comfortable when they fall asleep
If you are going to sell mattresses now, have you decided what mattresses you want to sell?
Generally speaking, we will sell whatever types are good for sale in the market and have higher profits.
Some product-thinking people will directly stop, first do user research, filter out user needs, and design different products for different needs.
But Casper does not take the usual path and only provides you with one product, the best one.
Give only one best option
Believe it or not, there is not much difference between mattresses sold in different stores, and even mattresses of different names and styles may be the same.
When other companies were still playing a game of chaotic choices and high prices, Casper announced in a high profile: only one type of mattress.
This is not blind self-confidence, nor is it a hasty decision. After a series of user surveys, Casper found an unexpected result.
"For a long time, we have been told that a person is either on the side, or on the back, or on the prone... But we have observed the sleep status of many people, and found that most people sleep all night Changing positions."
In other words, mattress brands sell us a variety of different products, which are aptly called to meet different needs, but these needs do not really exist.
Casper believes that only one product can satisfy most people.
Since you have decided to make only one mattress, you must choose the most comfortable material to meet the needs of most people.
Casper's investigation found that the most popular mattress materials for most consumers are foam and latex, and they can be combined to produce a strong and comfortable mattress. Although this will cause the loss of some customers who like air or innerspring materials, Casper believes that even losing these customers is worth it.
Only the best products
Casper spent a lot of time designing products, proofing and testing, polishing nearly 70,000 prototypes to determine the final product. In the later product development, Casper collected feedback from many customers, iterated continuously, and constantly adjusted to a mattress with better decompression, ventilation, cooling and support.
Casper also set up a research and development laboratory in San Francisco to complete all mattress testing. In order to get closer to reality, even invented the "sacral sweat heat machine" to simulate the effect of back sweating to test mattresses.
It also tests the effects of mattresses in the homes of employees, their families and friends, carefully measuring the impact of changes in the room humidity on the mattresses and the temperature changes under the bedspread. It can even know the breathing rate of the test subjects at night and whether they feel too hot or too cold when they sleep.
Casper is really serious about getting you to sleep well.
There is a passage on Casper’s website:
Don't I need to try to sleep before buying it?
No need to. Because 99% of the mattresses we designed will feel very comfortable when sleeping.
After Casper went public in 2014, it only took 28 days to reach $1 million in sales.
Tips: There are many user needs, we don't need to meet them all. You only need to find the most painful point and concentrate all your energy to provide the best product.
02
From keyword search to purchase completion
Every node is not one size fits all
After the mattress is made, the problem is how to sell it. Generally speaking, Taobao, JD.com, and Pinduoduo have been launched and settled in major offline stores.
For online platforms, promotion (such as through trains) is indispensable. Evaluating the input-output ratio has become the core task. If you don't continue to burn money to promote, you really won't get a few orders.
Casper has thoroughly studied the user path, which is comparable to Atour's twelve key nodes. It has obtained huge benefits with very little cost. How does it do it?
Casper inserted a lot of keywords in blog posts, such as "can't sleep", "insomnia", etc., and ranked first in search results for many keywords.
What's interesting is that Casper does not directly convert on the page, but encourages visitors to participate in a sleep habits survey, and then ask the email address, and then send a $25 discount coupon as a reward.
This is equivalent to forming a focus group on a specific issue, and Casper will collect their feedback to provide direction for product iteration and marketing.
Among the various problems of buying a mattress, the most common one is not knowing which one is best for you. Compared with visitors who are looking for solutions to their sleep problems, visitors who are comparing the differences of various mattresses need not a questionnaire, but a direct solution. Casper will ask these visitors to provide email addresses directly and then send a detailed description of the product.
Casper will also track and record how many visitors click the "Buy Casper" button after filling out the questionnaire to determine whether such a survey is worth continuing.
Maybe you have done an e-commerce platform, knowing that you need to use customer reviews to endorse products, allowing undecided visitors to buy products, but Casper has done it more authentically.
The reviews displayed by Casper are not only product reviews and pictures, but also their names and addresses. They can also be sent directly to the reviewers' Twitter, which further increases the authenticity of the reviews.
By May 2018, Casper had nearly 150,000 backlinks. This is very shocking, equivalent to nearly 150,000 bloggers actively recommending your products. For ordinary people, unless there is a million-dollar budget, it is difficult to achieve.
After the consumer buys the mattress, are all the steps finished?
No, Casper's main event is behind.
Casper stuffed a 30 kg mattress into a box the size of a washing machine, and asked the courier to deliver it. When you received the courier from the courier, unpacked the box and watched the mattress slowly expand and grow larger, this complete process is really amazing and fun.
Because of this unique method, it naturally attracts curious eyes, "bed-in-a-box" will soon become a topical product, and it will be sold out as soon as it goes online.
Many social platforms, including YouTube, have countless people sharing Casper's unboxing videos every day, and the most popular unboxing video has a click-through rate of over 20 million. More than 50% of the traffic on the Casper website comes from YouTube, and users’ various unboxing videos have directly become secondary conversion channels and have brought gratifying sales.
Tips: Try to re-separate each link between you and the product from the user's perspective, and design different conversion methods for each link of user needs, instead of going straight to the purchase interface across the board.
03
From a complicated thing
To a worry-free experience
From the perspective of an entrepreneur, you now know how to make your own mattress, and you also know how to design different conversion methods for each user node. It stands to reason that what we can do is perfect enough.
But back to the mattress product, the mattress really takes up too much space and the offline cost is too high. If it is online sales, the mattress itself is not easy to transport, and the logistics cost is extremely high, after-sales has become the next headache, it is best that the goods are not refunded when they go out.
For consumers, buying a mattress is a complicated matter.
90% of consumers still choose to buy mattresses in physical stores and personally test the comfort, firmness, and elasticity. In the United States, mattresses are not cheap, and it is more difficult to have a physical display area, which is too difficult to choose.
When you are screening, it is really annoying to face a salesperson who is talking about recommending "better" mattresses to you.
When you buy a mattress home and find that it is not suitable, you face another problem. Most of the stores do not have return guarantees, and they have to bear the expensive shipping costs themselves, which is really too difficult to buy.
How does Casper solve these problems for businesses and consumers?
Although Casper focuses on online sales, it believes that the physical store is still a very important part of the sales process, and many consumers need an in-depth experience before buying. In July 2018, Casper opened the first offline sleep experience concept store-The Dreamery in New York.
There are 9 separate sleeping cabins in the store, and consumers can experience 45 minutes of rest in the sleeping cabin for only US$25.
What about customers who can’t get to the experience store? How did Casper eliminate their concerns?
Casper provides 100-day risk-free free trial for every consumer, which is really uncommon in the United States. If the consumer feels that the mattress is not suitable, Casper will send a courier to the consumer’s home to remove the mattress, and then donate it to a local charity or recycle it.
This is really worrying.
By March of this year, the company that overturned the traditional mattress industry had a valuation of 1.1 billion U.S. dollars and became a veritable unicorn company.
Tips: Look at the problem from the user's perspective and eliminate their worries.
Conclusion
Human beings have had sleep since they existed, but this need has not been fully satisfied. Mattress is such an "old" thing, there are still many innovations, but its innovations return to an essence, that is, user needs.
There is huge room for innovation in any industry. As long as you can walk to users and tap their needs, you can create highly competitive products that far exceed those of your peers and gain the favor of consumers instead of To make a homogeneous product.
The products we make actually include a complete closed-loop experience, instead of just making a mattress when you make a mattress. Selling a mattress means selling a mattress. After-sales are managed after-sales. Each part is disassembled independently. The complete closed loop of the user using the product.
Around this product experience closed loop, we should build a complete user experience. So even for online purchases and offline distribution, Casper has made obvious and effective innovations, and these innovations are designed based on an accurate grasp of user needs.
So, please remember, don’t follow your peers stupidly, you can only eat ass if you follow the trend.
Go your own way, research your own users, and do your own innovations, and you can definitely make your own super products in the true sense.