Hong Kong's Most Outstanding Leaders Awards 2022
Cherry was awarded the "Hong Kong's Most Outstanding Leaders Award 2022 – Outstanding Bedding Specialty Store of the Year" by CorpHub! The brand's founder is deeply honored and recently accepted an invitation for an interview to share insights into the brand's journey.
Diverse Bedding Options to Ensure Guests Sleep Soundly — An Interview with the Founder of Cherry Bedding
Feeling groggy and lethargic upon waking up is a common ailment among many city dwellers. The quality of sleep directly impacts health; studies have shown that insufficient sleep can increase the risk of cardiovascular and kidney diseases, and also affect emotional well-being. Many factors influence sleep quality, such as poor bedding, which can prevent users from getting a good night's rest and adequate recovery. Cherry Bedding was co-founded by sisters Alice Cheng and Flora Cheng. Established almost 20 years ago, the company emphasizes a "customer-centric" brand philosophy, striving to create bedroom aesthetics while prioritizing customers' quality sleep. For 18 years, the company has served the public with an accessible and down-to-earth approach, maintaining high-quality products while keeping abreast of market trends, introducing new technologies and materials to diversify its product range.
Sisters united, their strength is like cutting through metal.
On the day of the interview, both Alice and Flora wore pink clothes. We initially thought it was pre-arranged, but Alice laughed and said, "It was just a coincidence, perhaps it's a sisters' intuition." This understanding isn't just due to blood ties, but also honed through decades of collaboration in work and life. Their division of labor is clear: Alice is warm and hospitable, primarily managing external marketing; Flora is reserved and steady, responsible for overseeing product quality.
When sisters are united, they can cut through metal. The fact that the two sisters started a business together is not unrelated to their family background. Flora said, "Our father ran a fashion factory in mainland China, which influenced our pursuit of beauty. Plus, we are Teochew people, and we enjoy doing business, so we decided to venture out." However, there are always disagreements at work. With the dual roles of relatives and business partners, how do they find a balance? Flora smiled and pointed out that disagreements are inevitable in business. They express their opinions frankly, then digest each other's perspectives, and sometimes listen to a third party's opinion to find a balance. "The most important thing is that we are all working for the good of the company, and we always remember the principle of 'customer-centricity.' I believe there's nothing that can't be resolved." Alice quipped, "How can there be lingering grudges between sisters?"
Both Functional and Aesthetically Pleasing, Breaking Market Boundaries
Cherry offers a wide range of bedding products, including pillows, fitted sheets, duvets, and mattresses, with design directions spanning popular, youthful fashion, and high-end elegance. Alice said, "We continuously source the best materials for the public. For example, ten years ago, we introduced 100% pure Tencel fabric, which was highly popular among customers for its softness, smoothness, and breathability, allowing us to establish a foothold in the industry." Subsequently, Cherry also introduced American Pima Cotton and Italian pure cotton yarn-dyed jacquard to cater to different customer preferences.
As times progress, bedding functions are no longer singular, and the public is no longer solely pursuing comfortable sleep. Nowadays, bedding is gradually incorporating additional elements beyond its basic functions. Cherry keeps pace with the times, taking the lead in introducing various functional bedding products, including the Twin Balance Fresh Green Tea Pillow and the Outlast® Temperature-regulating Memory Pillow series. Alice introduced us to one of their star products—the Biocrystal® Biocrystal Technology Pillow. This pillow contains 16 types of 100% natural crystals and gold and silver, combined with the pillow through the latest European technology. It can effectively promote cell function, relieve stress, eliminate fatigue, and has a calming effect, improving sleep quality. "Biocrystal technology has been scientifically proven, with 70% of users in clinical trials reporting improved sleep quality. It is perfect for Hong Kong people who experience high levels of stress."
With changing times, customers' consumption patterns have also changed. Alice noticed that the proportion of young customers has gradually increased in recent years. "In the past, most of our customers were housewives, but now there are more young customers. This might be because young people today have more autonomy and choose the styles they like." Therefore, Cherry seized the opportunity to expand its customer base and tap into the youth market. "We often launch co-branded series with popular cartoon characters, such as 'Sumikko Gurashi,' 'Doraemon,' and 'Pui Pui Molcar,' to attract the younger generation." Recently, Cherry collaborated with local illustrator "Sai Guk Gwan" to launch a co-branded bedding set, with a "cha chaan teng" (Hong Kong-style diner) theme, attracting market attention.
Flexibility and Adaptability During the Pandemic
The pandemic was devastating for businesses, but Cherry launched various discounts at the right time to stabilize its customer base amidst the downturn. "During the pandemic, our discounts went as low as 80% off, and bedding products worth thousands of dollars were reduced to just a few hundred," Flora said. Despite the significant drop in profits due to price reductions and promotions, Flora took it lightly, stating calmly, "You have to give to get; consider it giving back to society."
The pandemic heightened public awareness of personal hygiene. Cherry seized on this market trend and immediately introduced a range of antibacterial bedding products, ensuring people could sleep soundly despite the fear of illness. "We introduced the century-old brand Sanitized, a Swiss antibacterial and anti-mite technology, and applied it to textiles. This not only effectively inhibits bacterial growth but also prevents mold formation, achieving a clean and deodorizing effect." Concurrently, Cherry also opened an online store to embrace the emerging e-commerce market. "Shopping from home has become the new normal, and online sales are accounting for an increasing proportion of our overall business."
While the pandemic is now gradually stabilizing and society seems to be returning to normal, Cherry remains vigilant. Flora stated that Cherry will continue to uphold its "customer-centric" philosophy while maintaining an innovative and adaptive approach to bring more quality products to its customers.
Adhering to the philosophy of "Innovative Fashion, Quality First"
Providing a diverse range of quality bedding to bring quality sleep to the public!
