"Goal: Over 50% Sales Increase Year-on-Year"
Strengthening Marketing... Broadcasting 2-3 Times Weekly on Home Shopping
Massage chair company Bodyfriend has expanded into the bed and mattress business. The strategy is to diversify revenue sources by targeting the sleep market, which is worth 3 trillion won.
Bodyfriend announced on the 3rd that it has set the business goal for its bed and mattress brand La Cloud this year as "increasing sales by more than 50% compared to the previous year." Last year, La Cloud's sales amounted to 46.023 billion won, accounting for 11% of Bodyfriend's total sales.
Bodyfriend is focusing intensively on the sleep market this year by launching new products. The "La Cloud Health Motion," introduced in February, is a bed with a moving motion frame that applies four healthcare modes: "Breath Easy," "Digest Easy," "Back Easy," and "Leg Easy." Each mode sets the optimal motion angle considering the user's health condition, lifestyle habits, and condition. It induces deep sleep by implementing angles that facilitate comfortable breathing during sleep, prevent lying down immediately after meals, and distribute pressure on the back. A key advantage is the stable adjustment of even delicate angles. The safe fabric that covers the motion device when the frame angle moves prevents pinching of children or pets.
The mattress uses natural latex made from 93% natural rubber, an eco-friendly material. Unlike the method of cutting latex, it is manufactured using the "integral mold Dunlop method," where natural rubber liquid is poured into a mold and cured. This provides uniform and excellent elasticity, antibacterial properties safe from various bacteria and dust mites, breathability through numerous air cells and air holes, as well as low vibration and low noise characteristics.
To expand the bed and mattress business, Bodyfriend has also strengthened marketing by broadcasting 2 to 3 times a week on home shopping since last month. A Bodyfriend official explained, "Last year, we focused on healthcare robot massage chairs and did not actively promote La Cloud. Since the launch of La Cloud Health Motion, we have been driving full-scale promotion and marketing."
Bodyfriend's focus on La Cloud is interpreted as an attempt to secure stable revenue sources besides massage devices, which account for 85.9% of sales. The domestic sleep market is estimated to be worth 3 trillion won. Another reason for entering the bed and mattress market in earnest is that Bodyfriend has gained technological competitiveness through its Medical R&D Center. A Bodyfriend official said, "We judged that moving at angles that help sleep health and the excellent quality of natural latex material have sufficient marketability in the bed and mattress industry."
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