China’s furniture market is experiencing growth and it makes sense. Indeed, As the Chinese middle class grows very fast, they are spending a bigger part of their money on health and well-being. And among the priority of a healthy lifestyle is a good night’s sleep. About 60 percent of Chinese consumers think furniture drives comfort within their sleep experience. The big majority think the materials used in their mattress contribute to comfort. More than 40% look at foam beds as best at delivering comfort, although only 20-25% use foam beds today. This trend is driving towards more foam.
Overview of the Mattress Market in China
Actually, China is the world’s first mattress market also ranking first for its mattress production and exports. China’s mattress production capacity increased very rapidly, due to the fast growth of the domestic market and the expansion of export flows.
The increasing local consumption is the main factor of growth for mattress production. Driven by the enhancement of living conditions of the Chinese population and the massive investments in construction, mainly in the residential and hospitality sectors. Although China’s economy is slowing, it is still expanding by more than 6% annually.
Mattress imports from China soared 165% in 2017, according to government figures. In fact, China shipped about 4.34 million mattress units to the United States. The dollar value of Chinese mattress imports was reached about $427 million. China led the pack, with mattress import units of 4,335,065, while mattress import units from the United Kingdom were 1,308, the government data said.
China leads the field, with mattress imports valued at $426,996,000, compared with mattress imports from Mexico valued at $94,743,000, Canada, valued at $2,933,000, and the United Kingdom, valued at $1,173,000. For mattress supports, China is the leading supplier of imports. Those units increased 51% last year, to 575,698, while the dollar value of Chinese mattress supports was up 46%, to $27.4 million, the figures say.
This is the question that you should ask.
Is it easy to sell mattress in China?
The growing economy of the world’s most populous nation made it ripe for the best investment for a small or big international company. Selling goods in China is not easy, but with help from an experienced marketing agency, you will finesse the impasse.
Your Priority : a Chinese Website
China is not just another country but another universe.
Everything starts with the language but goes much deeper. We couldn’t just do business on the phone or by fax. We have to interact with the customers, and the best approach is Online. Making your first presence online is crucial. You can’t do everything in person, and considering the traffic in Shanghai or Beijing, you could kill three hours so someone could see your face. But it is not enough!
Chinese people are always happy to find products or information in their native tongue and able to better understand your services. It is also important to be available for your customers, make sure they can reach you anytime. last but not least your website should be hosted in China.
Your asset: Seo On baidu:
Have you seen the connection between Your website and Baidu? Yes maybe you got a Chinese website, but if you are not present on Baidu, it means nothing. Chinese customers don’t make research on Google, it’s barely unknown to them. They prefer and use frequently Baidu. Yes! Baidu. In fact, this is the first and most popular Chinese search engine, with nearly 82% of the market share. So if you should understand that Baidu is very important for your success in China. Don’t underestimate this big weapon. if you are ranking the first page of Baidu, trust me you will raise your visibility. Also, don’t forget Chinese search engine are completely different from Western search engines, so you have to adapt to the Baidu protocols and make sure your website don’t have censored content or image.
Marketing strategies in China are step by step and every step is linked.
After your Chinese Website, your SEO on Baidu, it’s important to think about the E-commerce platforms. Yes, Chinese customers make all their purchases Online. In China, if you are not digital, you should go back to your country, it means you don’t understand your target. You should adopt the O2O commerce. In fact, O2O supposes engaging with your online customers in various ways to encourage them to leave the digital space and enter a physical one.
You’re trying to push online customers to come into a local store or physical location. This is achieved by using both online marketing and advertising techniques, in addition to brick-and-mortar style promotions. In China, there are a lot of e-commerce platforms, but the most popular where you should invest is Tmall, JD.Com, and Taobao. so for increase your sales, you should integrate one of those e-commerce platforms.
Social Media & KOL Marketing
Social Media in China should be the headquarter of your marketing strategy because every Chinese people are at least on one social media network. It is very very important, that’s why I am insisting on this. You can’t pretend to want to enter the Chinese market if you aren’t in the most popular Chinese social media such as Wechat or Weibo.
Let me tell you something, actually Wechat count over 1 billion active users, and they spend nearly 4 hours per day on this App. It’s incredible. Think about the number of people that you can reach through this App. Moreover, With Wechat you can do a lot of things such as make a reservation for a hotel, buy food, ticket of train, airplane,…, pay the bill….etc the most important part that I think should interest you is through Wechat, you can set up your Wechat official account for your Company, and give all the information or latest news to your customers, also you can set up your WeChat store for selling your products. Also, you can increase the engagement of your customers through the WeChat mini-programs.
Weibo is also a powerful social media in China. You can promote your products on these platforms by using some KOLs.
KOL marketing in China is very popular because KOL or Influencer are becoming very powerful in China. They are able to influence the Customer’s decisions through their articles or comments.
Now let’s talk about the distribution
The China market offers opportunities for small or big companies that can navigate its evolving sales and distribution landscape. Thanks to our long experience helping a variety of international small and big enterprises to develop and manage their distribution networks in China, we have gained great insights into the process of entering the Chinese market.
After developing marketing materials and a strategy such as Chinese website, SEO on Baidu, E-commerce… it’s now the time to engage with the key players and distributors in your field. it’s important to have a local sales team that can guide you in the negotiation process. Once you have identified key distributors, developed a marketing strategy, and found a sales team it will be necessary to visit potential distributors in person. By meeting them you will have the opportunity to both markets your company and confirm that the distributor is qualified.
This is the traditional way to find distributors.
Let me tell you that we are proud to introduce you to the biggest revolution in the history of distribution in China. TMALL B2D(business to distributor). This is the fastest way to find a distributor in China.
Advantages of these incredible platforms:
- The platform is opened to foreign companies: No Chinese Business license required
- Alipay is the most used payment method in China: Payment by Alibaba
- The most famous e-commerce platform Tmall is well-known for its strict door-policy: The Perfect Solution for New Brands in China
- Multiply your Sales Channels: Stand alone Tmall store requires huge amount of time & investment
Lead Generation for Interior Architect
Do you know that over 74% of companies that weren’t exceeding revenue goals didn’t know their visitor, lead? How about that over 70% of companies not achieving their revenue goals generate fewer than 100 leads per month?
Use the right lead generation tools
pay-per-click(PPC) Lead generation: it’s referring to ads on search engine result pages (SERPs). The effectiveness of your PPC campaign relies on a user flow, as well as your budget, target keywords, and a few other factors.
B2B Lead generation: B2B is a particular business model that requires a particular approach to lead generation. SEO is the top resource for capturing business leads, followed closely by email marketing and social media.
Now you know that is not easy to sell mattresses in China, at least to have the right marketing strategies or to work with an experienced marketing agency.
Gentlemen Marketing Agency is with you to help in all these different steps. Don’t be afraid or don’t hesitate, is all on you to take part in this big adventure and trust me you won’t regret it because the ROI is also big, “ you can’t get rich, thinking poor”.
We are a marketing agency, with more than 8 years of a good job, helping small and big international companies to develop their business in China. It’s not a secret, everybody can succeed in China,
Trust yourself and just contact you! we are there for you.