Mattress Marketing Strategy Research

In our country the furniture profession has got high-speed development , Especially in the last ten years, it kept above 15% increase rate annually, which greatly improved furniture producing process and product quality. In 2003, the furniture production value attains RMB 165 billion Yuan, the furniture export stain 7.3 billion US dollars. China has become the second furniture exporter in the world; In 2005, the furniture production value attains RMB 340 billion Yuan, it entered 25% increase rate .In 2004,the export value well surpass 10 billion US dollars, the output hit 10.353 billion US dollars, it increased 39.6% than last year; in 2005,it entered 14 billion US dollars, the export is developing with an increase about 36%.According to the generous development of the furniture industry of the world, domestic and international furniture experts estimate that China will become the biggest potential furniture-consumer and furniture-making base in world, After attend WTO, abroad furniture will enter into China and the Chinese furniture turnovers will times too. At January 1 2005, the import tariff rates were declined to zero, the large quantity abroad furniture-makers have invested in China to build factories. In 6 years, namely in 2010, the industry structure in China will change substantially. There are 1/3 of the companies, which have own brand and certain fame, would grow up to enterprise group or transnational corporation groups with the help of foreign funds and technology; Another 1/3 companies which have some technology and management advantages, would focus on specialized area such special manufacturer and parts supplier; The last 1/3 companies, which do not have good management, would collapse. The foreign furniture groups would probably take this part of market share. At the same time, the traditional marketing mode of furniture-makers would be broken, instead are new professional marketing companies and marketing modes. Foreign producer agents and dealers would also probably take this part of market shares.Mattress is the sex product of the furniture, people sleep on mattress about 1/3 of the...