Hong Kong's Most Outstanding Business Awards 2023
Cherry wins the "Hong Kong's Most Outstanding Business Award 2023" from CorpHub! We were previously invited for an interview to share our brand's marketing strategies.
Alice Cheng, founder of Cherry Bedding, and Mancora Lai, Marketing Manager
Re-packaging Classic Bedding with a Fresh New Style: Discussing Cherry Bedding's Marketing Strategy
The bedding market has historically been perceived as old-fashioned, largely due to its traditional target demographic being middle-aged women. Consequently, many bedding companies adopted a conservative marketing approach: setting up special promotional booths at offline channels, and airing TV commercials during prime time on major television channels. As the market expands, the industry's image is gradually aligning with labels like "high-end" and "fashionable." To broaden their customer base, many bedding companies are actively revamping their marketing strategies, investing heavily in popular celebrity groups as brand ambassadors, and leveraging celebrity endorsements to boost sales. As a classic bedding brand, Cherry Bedding (hereinafter referred to as Cherry) has also actively launched a variety of fresh-style products in recent years, and in response to societal trends, has introduced anti-bacterial and antiviral bedding collections. In an era of fierce competition in the bedding market, how does Cherry leverage the advantages of online shopping trends to secure a place in the bedding market?
Innovating Brand Image: Bedding Incorporates Local Elements
Browsing the brand's website, Cherry's bedding products are all designed with the concepts of "mass-market appeal, youthful fashion, and high-end elegance." Mancora Lai, Marketing Manager, stated that in recent years, in addition to middle-aged women who are mothers, young people frequently visit the store to choose their preferred bedding: "Young people are starting to have greater autonomy. In the past, mothers mostly bought bedding, but now more young people come to choose for themselves, especially cartoon-themed bedding, which is most popular among the younger generation." In response to the expanded customer base and changing preferences, Cherry has also innovated its products, incorporating local cultural design elements to attract the attention of the younger generation and establish an emotional connection. "Cherry launches new bedding sets every season. For cartoon products, in addition to evergreen series like 'Sumikko Gurashi' and 'Doraemon,' we also include the latest popular online sticker characters, such as 'Shiba-kun' and the recently launched 'Little Stubby Rabbit.' 'Shiba-kun' in particular incorporates local cultural design elements, which evokes resonance and brings a smile to those who see it."
Following the pandemic, consumers have become increasingly discerning about the quality of products they use, especially for bedding, where they spend many hours each day. Mancora acknowledges that customers are no longer satisfied with just the basic function of bedding; they demand more in terms of product appearance, craftsmanship, quality, and functionality. In response, Cherry has launched the Cherry Care Collection, specifically designed for those concerned about sleep health. The collection's first series, Ultra Lava Antibacterial and Antiviral, not only controls microbial growth but also effectively inhibits common influenza viruses. The brand is also focusing on sleep pillow products for urban dwellers, introducing several new features. The upcoming Silent Night Pillow, for example, will help alleviate snoring.
Seize e-commerce opportunities and expand your sales network in multiple ways
Following the pandemic, consumers have become increasingly strict about the quality of the products they use around them, especially bedding, which they lie on for extended periods every day. Mancora admits that customers are no longer satisfied with just the basic functions of bedding; they demand higher standards for product appearance, craftsmanship, quality, and functionality. In light of this, Cherry has responded to the social climate by launching the Cherry Care Collection, specifically designed for those concerned about sleep health. The first series in this collection is the Ultra Lava Antibacterial and Antiviral series, which not only controls microbial growth but also effectively inhibits common flu viruses. The brand also addresses the needs of urban dwellers by introducing several new features into its pillow products. The upcoming Silent Night Pillow, for example, will help reduce snoring.
How to solidify your customer base? Cherry: The key is to successfully build word-of-mouth
Although Cherry's marketing advertisements are ubiquitous, many bedding brands are making strong inroads, hiring popular group members to endorse their products and boost sales. In contrast, Cherry takes a warm family-oriented approach, making it feel more approachable and down-to-earth. Cherry has built a strong reputation through its friendly image and has consistently upheld a people-oriented philosophy for years. Its high-value bedding has successfully built word-of-mouth, leading to a steadily increasing customer base. Cherry has now permeated various aspects of life, becoming synonymous with comfortable living.
Adhering to the philosophy of "Innovative Fashion, Quality First"
Providing a diverse range of quality bedding to bring quality sleep to the public!
