Mu Si mattress cost 900 yuan for tens of thousands of: either expensive or high -end | Nine factions

【Source: Nine Pai News】

Recently, Musi mattresses appeared on Weibo hot search due to price issues, selling mattresses with a unit cost of less than 1,000 yuan to thousands of yuan or even tens of thousands of yuan. The advertising costs invested by the annual investment were questioned by netizens through the money marketing, establishing a high -end image, and specializing in social elites.

Is Mu Si's mattress expensive? As a mattress brand on the mid -to -high -end route, Jingdong's official website shows that the highest unit price of Mursen mattress is 40,200 yuan, and the mattress with good sales is generally more than 5,000 yuan. According to the prospectus submitted by Mu Si, from 2018 to 2020, its mattress revenue was 1.837 billion yuan, 2.251 billion yuan, and 2.396 billion yuan, respectively. Mattress products accounted for more than 50%of the total revenue each year.

(Photo source/Mu Si mattress Jingdong flagship store screenshot)

In terms of its cost, according to the prospectus, from 2019 to 2021, the unit cost of Murde mattress was 939.11 yuan, 855.37 yuan, and 873.43 yuan, respectively, and the corresponding average unit price was 2419.93 yuan, 2102.6 yuan, and 2041.97 yuan. The gross profit margin reached 61.19%, 59.32%, and 57.23%, respectively. When the gross profit margin of the home industry is generally around 35%, the gross profit margin of Mu Si shares can be said to be a ride, so that some netizens joked that Mu Si was "sleeping."

(Source: Xiaoxiang Morning Post)

It is true that the high price is incomplete from a cost perspective. The pricing of a product is affected by many factors such as R & D costs, raw materials, advertising, and labor costs. But the key question is that the cost of 900 yuan is tens of thousands. Is the expensive sales of things and the value of the product itself?

Before answering this question, you must first figure out why the Mu Si mattress can buy such a high price. The prospectus shows that from 2019 to 2021, the sales expenses of Murde shares were 1.21 billion yuan, 1.105 billion yuan and 1.596 billion yuan, respectively. The advertising costs were 445 million yuan, 396 million yuan and 480 million yuan, respectively. In addition to offline platforms such as airports, high -speed rail, buildings, and online new media platforms such as airports, high -speed rails, buildings, etc., they also organize star concerts, sponsor sports events, invite traffic stars spokespersons, and high -heat values. Variety shows and other means are carried out for fancy marketing. In contrast to the sales cost of 3.9 billion in three years, it is in stark comparison that Mu Si has been less than 100 million yuan for three consecutive years at the same time, and the R & D cost rate is only about 2%.

(Source: Chinese and HKSAC Finance, Network)

As far as its quality is concerned, it seems that the price is expensive does not mean that the quality must pass. On the black cat complaint platform, Musi mattresses and bed frames have been complained many times by consumers, mainly involving quality problems such as irritating odor, excess formaldehyde, and collapse.

In addition, as a mattress brand of native bloodlines, Mursen mattress has advertised his "foreign brand" since its birth: the name of the ocean, using foreign models, and registering. To create the image of its own mid -to -high -end brand with "Sanya", it seems to be interested in creating a "foreign brand, so expensive" consumption cognition.

As a product focusing on intelligent healthy sleep and strengthening its "high -tech" image, the cost of R & D is not one -tenth of the sales costs. According to public data from Mursey, as of the end of 2021, Mursey had only 7 invention patents. When the cost and patent of R & D are far from keeping up with their prices, and the quality is uneven. Consumers pay for this and really enjoy a better sleep experience for technology research and development? Or is it the unjust head of "wool out of sheep"? I think it is obviously the latter.

What really supports the price is the quality of the product and the trust of consumers. The high -end image created by marketing and marketing is a bubble, and it will break. Because the marketing is over, the quality technology cannot keep up, and the pseudo -high -end is piercing, and the consumer trust is hurt.

Advertising marketing should serve products, not profits. Instead of putting gold on your face in over -marketing and using foreign brands, it is better to work harder in research and development and quality. After all, high -end quality is "really high -end".

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