1. Introduction to Magic Koil Mattresses
Founded in 1994, Magic Koil is the only International Annual Mattress Show in the world and also known as the No. 1 Mattress Show in the simplified Chinese character recognition Annual Mattress Show from 2013. Magic koil china mattress has an annual sale of 73,000,000, and enters into the number of cities has exceeded 500, the global influence ranks first in the industry, and the No.1 brand of spring mattress in China has consecutively been the top spot for 2 years. As per the 2018 J.D. Power and Associates China Customer Satisfaction Index released by the world-famous market research organization J.D. Power and prominent financial media, Magic Koil is the trusted and most recognized Chinese mattress brand in 2018, ranking as the most satisfying mattresses according to consumers, and playing the role of mattresses according to consumers. The comprehensive off- and on-line marketing strategies are the main reason that Magic Koil is the excellent brand in the hearts of Chinese consumers. The current situation is that we are making a survey of consumers who have purchased Magic Koil mattresses. Meanwhile, many children can enjoy an excellent quality of sleep with the Magic Koil mattresses. To gain a comprehensive understanding of the Magic Koil brand, the offline advertising Let’s use the information provided by the official website to make a prediction.
Since the last century, mattress innerspring has been widely used and has achieved good economic and societal benefits in the world. The Chinese people began to use spring mattresses in the 1980s. In China, the characteristic evaluation of mattresses or the research on the design and manufacturing technologies of innerspring have not been found, and it is not known who has the largest share of the mattress market or what brand of spring mattress is the most popular in the mattress market. Compared with traditional mattresses, such as water mattresses, air mattresses, and mattresses made of pure cotton, spring mattresses have slightly more advantages. For the empirical results of people’s evaluation on the mattress, many researchers have different opinions. To get more accurate data on people’s evaluation of spring mattresses in China, a survey conducted by NetEase, which is the second most popular news website in China as of Cheshy, is introduced. The results showed that the number of people who bought another mattress brand is bigger than the number of those who bought the brand, which made them really satisfied.
1.1. Background and History of Magic Koil
Magic Koil Mattress (Thailand) Co., Ltd was established by a group of mattresses with more than 40 years of experience. The company is dedicated to designing mattresses with high-tech processes imported from America and Europe. A combined classic Thai design focused on the Thai indigenousness that preserved the unique design and comfort. Magic Koil has had over 24 years of production experience in Thailand. The company’s mission is to build a good team to specialize in the mattress and mattress industry, selecting high-quality raw materials, focusing on bed design, as well as continuously researching and promoting production in product development. In line with the goals, as planned by the company, over the years, the company has rapidly established distribution network branches throughout the country. This is the extent of high quality and customer satisfaction with product quality control procedures and testing. All Magic Koil mattresses pass international standards, including ASTM (American Society for Testing and Materials) in the US, testing the duration of the mattress test and the UK Fire Retardant Measures that are trusted in global safety mattresses. The manufacturing process of Magic Koil is committed to the production process and quality mattress development with care and protect the environment. Clear conduct it according to ethics and the development of the humanness of employment with strict honesty and always responsible to the end.
The background and history of Magic Koil are the first recognition and learning point of Magic Koil Mattress (Thailand) Co., Ltd. It is necessary to investigate the significance and appropriate references. At present, many related data do not respond well to the background and historical experience of Magic Koil, which leads to the exploration of solving problems for knowledge and problem orientation. Malaysian Mattress Technology and Product Concept combined with Henry Mattress Bedding manufacturer Henry Mattress transformed and joined in Singapore to gain precious experience and to elevate Magic Koil to a world-renowned status. Magic Koil has systematically and progressively improved the development and formation of a new creditable concept starting from the partially adjustable bed and the typical design of the hair elastic mattress (Bonnel Spring) – excellent quality.
1.2. Overview of Magic Koil Mattress Collections
In this section, we will focus on the entire collections of every type of mattress in a nutshell. Afterward, we will have a general guide for the different collections in six separate sections and detail them all out. If you feel like you have interests in any one of the collections, you can read the proper section onward for the comprehensive introduction. For the first section, the regular Bonnell Spring Mattress comes first as it is widely used and well-liked by the consumers. Any constraints would bring out a negative impression from themselves. Come and take a look at what we have for you and let us help you to discard the drawbacks and make up your sleep quality in the following chapter.
First, we will prelude on the collections we want to further illustrate in the next chapters in the following section. At the beginning, we have a comprehensive study by focusing on each type of collections which are available in the market and analyze them in general. For everyone who doesn’t have a clear image of the Magic Koil Mattresses, this is the best guide for you to understand what types of Magic Koil Mattresses are available and how to select the optimum one according to your own requirements. Magic Koil company specializes in various types of mattresses and we believe all the consumers who have a need for mattresses always can find a desired one after considering our collections.
2. Technological Innovation in Magic Koil Mattresses
As to apeveve Research as well as Development Core Team, the textbook shift was that hygienic options are excessively surface-oriented. While on comic reason, the body connections of the raised assemblage of conductive materials have been a minor side effect quite than feature specifically picked up plus built to direct to eaten newly improved body function, after two years throughout research and developments. Furthermore, the creative material successfully developed for extensive utilization as a stepover and arrangements for a nano-layer element showed higher EMW absorption functionality, according to data and its cell experiment.
This paragraph mainly explores the brand’s new sleep system – Secret TeXTM, sharing premises on the endurance of Sleep Technology. We accord non-negligible importance to healthy quality sleep, and sleep at the worst case in 24 years. This mattress collection suits you to shift from casual rest to meaningful sleep, allowing body and mind to operate at a high standard whenever you wake up. We believe the balance toward true relaxed sleep really will foster far better richness of life. The FIRST SECRET: Secret TeXTM, the refurbished sleep system utilizing Sleep Technology. Magic Koil’s innovative Sleep TeXTM was developed by combining two different fiber types: far-infrared (FIR) plus anti-electromagnetic wave (anti-EMW), to apply a constructive mix of effects especially while resting and supporting the body.
2.1. Features of Magic Koil Cold Mattresses
Imported mattresses in different countries are widely divided into spring mattresses and cold mattresses, including various types of cold mattresses. The classification of these mattresses is based on their inner filling and production technology. The different styles and mattress fillings provide users with various sleep experiences and some specific functions, such as slowing down body pain, helping to eliminate fatigue, and never getting hot after using it. The more advanced production technology is the main reason for the difference between various cold mattresses. In addition to the production technology, most cold mattress brands’ properties are relatively low, of which Magic Koil cold mattress are usually at a medium to high price.
Magic Koil is a trusted brand of high-quality cold mattresses sold in the global market. Imported Magic Koil cold mattresses are known for their many advantages over other traditional mattresses. They provide enhanced beat compression, sleep health, zero interference, and both extremely cold and hot properties through their singular intricate production process and high-tech culture. These mattresses also accommodate changes in sleep habits and can handle heavy people, providing a full range of temperature changes for people with high or low temperature, and giving users a custom and comfortable sleep experience.
2.2. Advantages of Magic Koil Comfort Sleep Mattresses
Magic koil comfort sleep mattress manufactures a wide range of comfort sleep mattresses that cater to different body comfort needs. Among them, the low resilience mattresses are specifically for individuals who are generally lighter in weight. These mattresses offer a high level of comfort and support for individuals who have lower body pressure. For individuals who have higher body pressure or who are average size, Magic Koil offers a range of mid-high resilience mattresses for these passionate sleepers who desire more with better quality. For individuals who are heavier, Magic Koil’s high resilience mattresses are the best for them.
There has been a surge in the number of people who are stressed due to various work pressures or health issues. The quality of sleep has been attributed as an essential factor that affects the well-being of individuals. Essential to a good sleep is a good quality mattress. Premium mattresses, such as those from Magic Koil, feature the latest in scientific and technological advancements in mattress design. These mattresses include a combination of different layers of material which are tailored to provide the right support and comfort levels. They were specially developed to follow your body’s natural movements. With their highly breathable materials, the mattresses ensure that you stay cool and dry during your night’s rest. Due to the superior quality of these mattresses, they quickly revert to their original shape so that you can get the perfect rest every time you go to bed.
3. Market Analysis of Magic Koil Mattresses in China
The Magic Koil mattress not only meets the customers’ requirement for comfort, but it is also comfortable and durable. The Magic Koil mattress product conforms to the guidelines requested by customers for comfort, environmental protection, economy, and durability. Therefore, Magic Koil has a strong presence in the market.
Does Magic Koil have competitive mattresses in China? Magic Koil has developed a series of mattress products for various sleep preferences, based on the understanding of customers in different countries and their popular sleep habits: Classic, Nature, Heritage, and World Edition. The structure was designed to meet the standards required by luxury goods, such as five-star hotels, apartments, or houses.
The mattress is the foundation of our sleep, and the manufacturer of a mattress needs to create a comfortable mattress. According to the characteristics of Chinese customers, Magic Koil has developed a mattress that can satisfy the needs of customers. How is the market situation for Magic Koil mattresses? It is necessary to have the related data shown. Let us explore the market situation of Magic Koil mattresses in China based on the actual status.
3.1. Trends and Demand for Magic Koil Mattresses
With the continuous development of China’s economy, the improvement of people’s living standards in China, and China’s good comprehensive human development level ranking of 89 countries and regions in the world, the physical and mental health of modern people has entered a stage of high fever and rapid development. As a result, China has successively issued the “Implementation Guidelines for the Healthy China Action (2009–2018)” and the “Healthy China Action (2019–2030)” within the country. The demand for mattresses in the Chinese market, which is an important part of bedding, has continued to increase, and the trend of high-end and intelligent mattresses for mattresses has emerged. According to data from the National Bureau of Statistics of China, China’s population has reached 1.4 billion people, and the annual sales of mattresses in the past 10 years have increased by 50 million to 100 million pieces. The average retail price of ordinary mattress products is RMB 1,000 to RMB 3,000, while the average retail price of high-quality products is RMB 3,000 to RMB 6,000. The above data have become the most powerful threshold for the development of large brands and even high-end brands. As one of the important companies in the domestic mattress industry, Magic Koil (China) will inherit the essence of the mattress brand and win the continuous recognition and safeguard of enterprises and consumers. Around the period of the full renovation of the 14th Five-Year Plan, full efforts must be made to improve competitiveness.
As the self-chosen pleasure of every nation in their living habits is different, the selection of bedding has also shown regional restrictions. In terms of family concept, especially in the choice of bedding, Chinese people even think that “It is better to wear gaudy clothes to cater to people’s affection, and mattresses and quilts to support one’s own health and comfort.” According to relevant data, more than 75% of Chinese consumers are willing to buy high-quality mattresses, and the maintenance, comfort, and durability of bedding are the most concerned issues of consumers. However, limited by various factors such as the rapid growth of China’s population, the high rate of urbanization, and even economic and social conditions, the development of the mattress market has faced a series of constraints and problems.
3.2. Competitive Landscape in the Chinese Mattress Market
Traditional large brands, such as Sealy, Serta, and Simmons, introduced thematic, high-quality, as well as high-return beds, using their market influence and high standard production technologies. This successful launch was then duplicated by the public before the mid or low-end series was launched; while domestic giants, such as Man Wah, imported overseas technique and design, launched high-end, high-quality, and high-margin beds to consolidate high-end market share. In recent years, popular brands but with greater emphasis on online sales, launched stylish, sensory-experience products with reasonable quality and low price. Product development originated from overseas series but slimmed design, using lead fashion trend as the selling point, following the strategy of large and medium brands. Nevertheless, overseas brands, such as IKEA, focus on the emphasis of lifestyle, and use its mergers and acquisitions to evolve its distribution channels, linking online with offline, extend lifestyle continuity after the purchase of furniture, changing the sales channel pattern of furniture. One result of the high fragmentation of the industry customer group is the wide variety in product demand and price sensitivity. Cost leadership becomes a popular strategy among existing players and also leverage domestic manufacturers to achieve higher market penetration. Meanwhile, existing strategies of changing retail channels, including introduction of exclusive franchisees, online and offline shopping platforms, and legal channels, present high opportunities for entrepreneurs.
The Chinese mattress market is highly fragmented, with the top few players including IKEA, Man Wah (Amour), Sealy, Serta, and Simmons holding less than 20% of total sales. The majority of the market players target China’s middle-class customer base, often positioning themselves as mid-upper or mid-lower end products. Rapid urbanization and increasing disposable income in China facilitated a growing spending from Chinese consumers on bedding and mattresses. The advent of thematic, high-end, or branded designs also transformed the mattress from a humble basic furniture to a status symbol.
4. Consumer Perception and Satisfaction with Magic Koil Mattresses
The majority of those “very willing” consumers were aged at 21-30, educated at undergraduate level, down-payment ratio was lower than 50% and the mortgage loan was higher than 80%. Approximately half of them have sufficient knowledge and surging motivations about sleeping. Approximately 85% of “Yes” consumers and two-thirds of “Unsure/Yes” respondents and all “Yes” consumers showed “high willingness to pay”. Price discount, interest-free installment and the original price was more important magnitudes for “Yes” and “Unsure/Yes” groups, especially for the former. Users from the same group showed minimal value differences for the store chain and store visits with three times or more.
Both objective and subjective considerations are involved in the purchase decision of consumers for Magic Koil mattresses. Prices were always too high for half of consumers, but 40.5% agreed that high prices meant high quality. Approximately half of consumers reacted that the prices were reasonable. As for the brand of Magic Koil mattresses, about 45%, 35% and 20% of customers thought it was trustworthy, mature and temperate, respectively. These beliefs of consumers from the two groups at different ages and levels of income were very similar. About 90% of consumers always shopped before purchasing, but only 4.5% and 11% of them preferred to decide for themselves.
5. Future Prospects and Recommendations for Magic Koil in the Chinese Market
Building upon the study’s findings, the paper reflects upon the future prospects for Magic Koil in China. It ends with firm recommendations and conclusions focusing on strategies in increasingly competitive and turbulent mass market sectors. The mission at hand is certainly that of no mere magic carpet ride. As markets, especially when foreign, are places that may well seem or indeed be seas of overwhelming factors. There are, without a doubt, restrictions that lie in wait for the most shrewd and imaginative company. This is particularly applicable to East Asian markets that have become the focus of most international attention. We may enter and…we may automatically become oriented to the usually warm receptions by the snakelike embrace at international levels. These receptions, however, also highlight the numerous challenges or restrictions that confront Magic Koil regarding the future and expansion of its business in China.
The decision to upscale and/or diversify the targeted Chinese market is far from an automatic progression. Indeed, Magic Koil is presented with multiple scenarios, from lukewarm performance to the prospects of burgeoning rather than remaining in the wings, and in severe stages where market exits are seriously contemplated. Recommendations for action are proposed as a to-do and note-to-do list feature. These range from the ‘protect and consolidate’ objective of fine-tuning the current market position, strategy, and customer channels to replanning and re-segmentation, re-pricing, re-distribution, re-branding, and re-marketing in terms of surviving, restructuring, and ultimately expanding market scope and ambition.
