The mattress industry as an important branch of the furniture industry, has grown into a modern industry. In 2012, international mattress industry output value of about $about 40000000000, the main production country is USA ($6349000000), Chinese ($6000000000), Canada, Germany, Italy, Britain, France, Brazil and japan. Of more concern is, the mattress industry has been showing a trend of rapid development, from 30 main country of consumption per capita consumption amount of mattress, from 2000 to 2011 in the table of the level of consumption per capita index more than doubled.
    Compared with more than 87% countries of Europe and America mattress using rate, the low proportion of China consumers use mattress, according to incomplete investigation industry is only about 55% the left and right. China mattress industry started in the early 80's, the development of late, but because 1300000000 of the population and rapid income promotion, led to the rapid development of the mattress industry, from 2002 to 2011, China mattress annual consumption growth rate of 24%, significantly higher than the world average annual growth rate of 9%. After 30 years of rapid development, at present Chinese has become the world's second biggest market mattresses, mattress consumer demand reached 43000000 years above.
    According to the business information network issued the "environmental protection and new materials demand is also increasingly prominent. In recent years, the application of new material mattress industry have emerged, following the spring, sponge and other major material, latex, silica gel sponge and other new materials, new mattress also unceasingly appears in the mattress sales in the market, but there is no formation of alternative trend of the spring mattress, with more mature European mattress market as an example, spring mattress in recent years maintained relatively stable
59% market share, latex mattress occupy the ratio of about 10%-30% in different European countries.
    The degree of concentration in the industry, China mattress industry concentration the ends of the earth is low, and competition pattern of different countries in Europe and america. According to the "Chinese furniture" (2011 February) published data: Hillman, Sui Po group, Yantai Regis Furniture Group Co., Ltd., Musi bedroom supplies Co. Ltd., Slumberland soft furniture Shanghai Co. Ltd. eight mattress brand enterprise sales output value of industry total of about 1261000000 yuan, accounting for above scale industrial enterprises nationwide mattress sales value 11.16%, which, Xilinmen accounted for about 3.98%, ranking first in the industry. If we consider the GDP includes numerous scale enterprises, following the mattress, then the top eight brands accounted for a substantial decline than the enterprise. Comparison of the mattress industry full of competition of American market, the former three Simmons (Simmons), Sealy (Sealy), Shu Da (Serta) about the U.S. market share reached 50%. While the European top ten mattresses enterprises occupy 44% of the entire market share.
    At present, the domestic about professional mattress manufacturing enterprises more than 500, with brand and patent manufacturers a total of 200 home, the area has formed a 3-5 national brands dominate the competition situation. Mattress products with industrial product features higher, technical content more, and general furniture in comparison, relatively few aesthetic content. At the same time, due to the close contact with the mattress sleep, sleep also demands concentrated reflected in the mattress brand marketing strategy. Therefore, the competition between the enterprise foothold mattress on the one hand is the product competition, on the other hand also lies between the marketing positioning around sleep as the core competition.
    From the terminal competition, mattress brand management to join the Brand Company mainly wholesale, straight battalion as a supplement, this model determines the basic domestic and family oriented (Civil) mattress sales in a professional furniture stores accounted for absolute dominance, sales terminal independent stores as a supplement form. Rent, location, marketing ability and other factors affecting the franchisee furniture store business performance to a great extent. Therefore, the current terminal competition brand mattresses one aspect is embodied in the selection and cultivation of excellent franchisee, on the other hand is also reflected in the professional store the contention of resources. In recent years, with the rapid growth of Internet sales, but according to the current network sales platform mainly display data analysis, network marketing platform is formed sales is not enough to form a influential industry enterprises in the proportion.

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