This study delves into Chinese residents’ sleep behaviors and bedding preferences, focusing on the influence of bedding cores. Through online research and industry expert interviews, it scrutinizes factors shaping sleep patterns among Chinese consumers.
On weekdays, the average sleep duration for Chinese residents is 6 hours and 56 minutes, slightly below the national standard. However, weekend sleep extends to an average of 7 hours and 56 minutes, compensating for the weekday deficit, attributed to stress, irregular schedules, and environmental factors.
Bedding choices significantly impact sleep quality, with 86.8% of respondents prioritizing bedding selection for improved sleep. Notably, there’s a positive association between meticulous bedding quality consideration and enhanced sleep quality.
Consumers highly value the quilt core, perceiving it as critical for health and quality of life. Their preference leans towards natural materials like cotton, silk, and duvets, citing comfort and warmth as key factors compared to artificial fibers.
The Chinese marketing landscape within the core industry anticipates a growth trajectory of 5-7% over 3-5 years. Trends indicate rising demand for functional cores, strategic online and offline differentiation, brand upgrades, and increased usage of advanced materials like down, silk, and high-end fibers.
Consumer priorities within the core industry emphasize warmth, improved sleep quality, and cold resistance. An overwhelming 86% prioritize warmth, while 14% seek an enhanced overall quality of life. Additional core characteristics of interest include dehumidification, antibacterial properties, and skin-friendliness
In conclusion, this research sheds light on Chinese consumer sleep habits and bedding preferences, highlighting the pivotal role of comfort and functionality in quilt core design and marketing within the dynamic landscape of Chinese marketing.
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