The highly competitive soft mattress market in China has grown significantly over the past 30 years, with the market size reaching over 100 billion yuan and continuing to expand rapidly. As the world's second-largest mattress market, the industry has become a key player in the furniture sector. According to incomplete data, there are approximately 1,000 mattress companies in China, including around 20 professional manufacturers with annual production capacities exceeding 200,000 units. One of these brands is Yimeishu Mattress, available at http://yms.cnjiaju.com/share. However, like many other domestic industries, the mattress sector faces common challenges such as lack of innovation, product homogenization, overcapacity, and aggressive marketing strategies. Most companies are small or medium-sized, and while their numbers are large, their expertise varies greatly. Some are specialized mattress producers, while others are general furniture or bedding companies, and some even operate as basic processing plants without design capabilities. The entry of mass production enterprises and foreign brands has intensified competition, creating a transitional phase for the industry. There are significant gaps in scale, technology, and brand presence, with only a few national brands emerging as leaders. An intriguing trend is that more than 90% of the competition centers on soft mattresses, leading to an overcrowded and fiercely competitive market. This situation highlights the need for new approaches. In the "soft" era, the industry has struggled with saturation, but now a new era of "hard" mattresses is emerging. As China’s economy develops and consumer awareness improves, forward-thinking companies have recognized the importance of market segmentation and targeted strategies. These firms are leveraging new demands and innovative branding to explore untapped markets and create new opportunities. Mattresses are unique products, serving as a place for rest and sleep. Since the introduction of the first soft mattress in China, it has played a crucial role in transforming traditional Chinese wooden beds and changing people's sleeping habits. While "soft" is commonly associated with comfort, Western-style soft mattresses may not be ideal for the Eastern population. Cultural and physiological differences between East and West make hard beds more suitable for Chinese users. Additionally, Western products often rely on industrial materials, whereas China offers high-quality natural materials from regions like Jiangsu, Zhejiang, Inner Mongolia, and Xinjiang—perfect for creating a more harmonious sleep environment. According to Zhang Hongwei, General Manager of the Federal Mattress Division, most low-end mattress products on the market are hard beds, but they lack scientific design and ergonomic principles. They are often poorly made, uncomfortable, and can cause issues for soft tissues despite offering good spinal support. On the other hand, high-end soft mattresses provide comfort but may be too soft, making movement difficult and potentially harmful to the spine. Traditional Chinese sleep habits still favor firm beds, and research in Chinese medicine suggests that a moderately firm bed is better for children's development and overall sleep health. Soft mattresses can lead to bone deformities in children and spinal issues in adults, especially for those who sit for long periods. Many office workers suffer from back pain due to improper sleeping surfaces. In response, Federal Dreams identified a growing demand for "hard" mattresses and focused on this niche. By leveraging its national technology center and CNAS-accredited laboratory, the company developed a new category of "hard" mattresses that offer both comfort and support. This approach allows them to avoid direct competition with soft mattresses and open up a new segment in the market. Federal Dreams also collaborates with the China Sleep Association to study how to achieve a balance between hardness and comfort. Through extensive research, testing, and clinical studies, they aim to create the most suitable hard mattress for Chinese consumers, improving sleep quality from the ground up. As management expert Peter Drucker once said, the two core functions of a company are marketing and innovation. Only through continuous innovation can companies develop core technologies, and only through marketing innovation can they lead the market. The Federal Furniture Group has built its success on a culture of innovation, and the launch of its comfortable "hard" mattress reflects a deep understanding of Chinese sleep needs. With a strong foundation in both product and brand strategy, Federal Dreams is well-positioned to drive the mattress industry forward and lead the next wave of growth. It aims to open up new blue oceans in the market and redefine the future of sleep.

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