From "My name is Jin Sanshun" to "Coffee Prince No. 1 Shop", and then to the hottest Korean drama "You from the Stars" this year, Cinderella encounters the story of Prince Charming, which is won by Korean dramas. They are so upset that the aristocratic temperament of the actor is so fascinating. The reason why the Korean drama will be successful, in addition to grasping the psychology of women's "flowers and idiots", is probably to seize the "noble" temperament that everyone is yearning for.
What is a nobleman? The traditionally understood aristocracy is such a group of people: they are well dressed, well-educated, entertaining, and luxurious, the so-called "aristocratic lifestyle." So we found that more and more rich people started playing golf, buying villas and even making palaces. In fact, in addition to being a way of life, the nobility is its unique lineage, and behind the lineage is the "aristocratic spirit" they agree with.
What is the aristocratic spirit? The noble spirit has three noble connotations: one is honesty, the other is moral, and the third is mission. They apply not only to the evaluation of personality, but also to today's market economy. A person with integrity, morality and mission quality can be called a nobleman. Similarly, a product with a quality of integrity, morality, and mission can be called a "noble product."
Is it difficult for the nobility to do it? Not difficult, as long as you have integrity, moral quality and a sense of mission. Is it difficult to make aristocratic products? The answer is not so sure. In the domestic home furnishing industry, various quality scandals are frequently exposed. Children's furniture without safety protection design is eye-catching, and there are health mattresses that are exaggerated in function, and even poisonous mattresses and poisonous sofas that release formaldehyde and other toxic gases, some time ago. Half a year after the renovation of the new house, the newlywed wife died unfortunately, and the culprit was actually a furniture full of formaldehyde in the house, which was even more sighing. These products not only violate the integrity requirements of the market economy, but also go to people's moral requirements. The enterprises that produce such products have no moral meaning. What is the sense of mission?
So what is a "noble product"? Let's take a mattress as an example.
First of all, in the raw materials of the mattress, the aristocratic products are not okay. In the case of a spring mattress, the quality of the spring is closely related to the life of the mattress. At present, the spring mattress on the market is roughly separable in terms of structure, a bag-independent cylinder, a linear upright type, and a bag-shaped linear integral spring. The structure of the spring, the filling material, the quality of the car cover, the thickness of the wire, the number of spring rings, the height of the individual coils, and the way the spring rings are connected are all greatly related to the comfort of the mattress. A mattress enterprise with integrity, morality and mission will pursue the ultimate in each of these small parts that make up the mattress as a whole, on the basis of which a complete mattress with a "noble spirit" will be created; Latex mattresses, latex materials and manufacturing processes are essential, and fabrics also affect the final use. A mattress company with integrity, morality and mission will spend a lot of energy on ensuring the safety and quality of collagen materials. It will choose the latex with authoritative certification, such as Talalay latex and Embrace latex used by Jinkeer. It will also strive for excellence in fabrics, even if it will bring cost increases.
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Secondly, in terms of process technology, the aristocratic mattress is of excellence. Crafts can be imitated and learned, and the spirit behind the craftsmanship is not something that can be learned casually. Since the birth of the first spring mattress more than 100 years ago, the technology of the mattress industry has been constantly updated, from the initial use of the spring's reaction principle to the simple process of cotton, to today's bagged independent cylinder, linear vertical and other spring technology, As well as some famous brands such as LFK open springs and three-zone independent pocket springs, the continuous advancement of technology brings people a higher level of sleep and quality of life.
Third, in the promotion and promotion, the mattress of the aristocratic spirit speaks with quality, which allows consumers to identify with the heart, instead of using advertisements to indiscriminately bombard. Throughout the domestic mattress industry, in the advertising marketing can not be said to be careless, celebrity endorsements do not have to say, topic hype, insider breaking news, borrowing questions and other means to exhaust, just to gain the attention of consumers. Jin Keer is more pragmatic in this regard, and almost does not carry out unnecessary hype.
Then, is there a price for a nobleman's mattress? Not necessarily.
The dissatisfaction of raw materials is not only the procurement requirements of high-quality materials, but also the opening and control of the industrial chain. Through the integration of the industrial chain, not only can the cost of procurement be reduced, but also the quality can be better controlled. The result of a virtuous cycle is that high-end quality products can be sold at the mass price.
The excellence of the process not only benefits from the long-term accumulation of technology, but also benefits from the consistent technological development system behind it. Once such a system is established, it will maintain the continuous progress of technology and reduce the “generation†in the process of technological development. The cost of loss and remediation, and with the application of technology, its marginal cost will be lower and lower. Therefore, the superb craftsmanship can also be sold at the price of the public.
Finally, the low-key promotion and promotion will not make the brand “famous in the worldâ€, but it can build a lasting reputation in the hearts of consumers, and it can bring word-of-mouth effect. At the same time, there is no huge marketing cost, and it is distributed in each. The cost of the consumer is greatly reduced. It is also possible to let the noble mattresses sell the price of the public.
So, can the public sleep on a noble bed? I can see.
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