De Rucci Healthy Sleep Co., Ltd.

De Rucci Healthy Sleep Co., Ltd. is a prominent manufacturer based in Dongguan, China, specializing in integrated solutions for healthy sleep systems. Founded in April 2007 and listed on the Shenzhen Stock Exchange in 2022, the company focuses on research and development, design, production, sales, and service within the soft furniture sector. De Rucci has established a brand matrix that includes a Healthy Sleep Brand, Big Home Furnishing Brand, and Sofa Brand, catering to the customized sleep needs of consumers while promoting its mission of enhancing sleep quality. The company operates a diversified and omnichannel sales network across China, with over 5,700 offline stores and a presence in international markets such as Hong Kong, Australia, the United States, and Canada. De Rucci emphasizes its core product category of mattresses, leveraging strong R&D capabilities and intelligent production methods. The company also engages in collaborations with various industries, including customized furniture and hotel management, to expand its market reach. Additionally, De Rucci actively develops its online sales through major e-commerce platforms, enhancing its overall market position in the mid- to high-end mattress sector.

1.Brand advantages After over a decade of intensive efforts in healthy sleep, De Rucci has innovatively created a personalized healthy sleep system in the industry. Integrating resources such as globally advanced materials, top industry experts, and renowned designer teams, De Rucci is focusing on the core category of mattresses, and consolidating leadership while leading the high-quality development of the industry. With strong R&D and design capabilities, intelligent production in Industry 4.0, strict quality management, and high-quality supporting services, De Rucci has gained high recognition from consumers and successfully occupied the first share among Chinese brands in mainland China’s mid- to high-end mattress market. De Rucci has become a well-known brand in the mattress industry in China, with high market recognition, popularity, and reputation, and has won multiple national awards to constantly improve its brand influence. 2.Marketing advantages Positioning itself as a promoter and disseminator of healthy sleep culture, De Rucci has successively launched brand propositions such as “Private Customization, Healthy Sleep”,“Dreamers Enjoy Extraordinary Sleep”, and “Tonight, Sleep Better”. Every year, De Rucci advocates the public to pay attention to sleep and cultivate scientific and healthy sleep habits by releasing the Sleep White Paper, thus rooting the concept of healthy sleep deeply in the public mind. De Rucci conducts precise marketing targeting its target customers. Every year, it collaborates with KA malls across mainland China and various channels such as new media to carry out large-scale IP themed and joint marketing campaigns. successfully created a 360° butler service to provide professional value-added services in various forms, including deep bed care, dust removal, mite removal, leather bed maintenance, dismantling and reassembly. Through providing holiday care to customers every year and creating a De Rucci membership system, we have accumulated a group of high-quality and stable customer groups, making customers the best “propagandists” of De Rucci. In addition, De Rucci focuses on the growth of its main business and continuously improves the digital marketing capabilities of De Rucci and its distributors. 3.Channel advantages De Rucci has established a diversified and omnichannel sales network system covering the whole country, with distribution as the main channel and multiple channels such as direct sales, direct supply, and e-commerce coexisting; expanded over 5200 offline brand stores and continuously improved the offline terminal sales network. De Rucci continuously attempts to establish cooperation with well-known brands related to the industrial chain, such as customized furniture, home textiles, building materials, real estate, hotel management, and other enterprises and institutions to actively expand the diversion entrance of product sales market. In addition, it also carries out online sales on well-known e-commerce platforms such as Tmall, JD.com, Douyin, Vipshop, and Pinduoduo. Through diversified and omnichannel sales network layout, we provide consumers with a 3D consumption experience and achieve rapid development of online and offline businesses. 4.R&D advantages Since its establishment, De Rucci has attached great importance to the development and design of new products and the application of new materials and new technologies, which has greatly improved and consolidated the competitiveness of De Rucci’s products; integrated global healthy sleep resources to create ergonomic healthy sleep products; introduced various innovative materials for application transformation, and launched multiple new products that lead the market; launched the eighth generation healthy sleep system to provide personalized full scene sleep solutions following the development direction of intelligent sleep and focusing on high-tech applications; further consolidated De Rucci’s R&D advantages by pushing forward an end-to-end IPD integrated product development model; attached great importance to industry-academia- research cooperation and established cooperative development relationships with multiple universities and institutions, and strengthened the connection between the market and high-end R&D resources; established research and talent development platforms such as CNAS Laboratory, Guangdong Enterprise Technology Center, Guangdong Industrial Design Center, Guangdong Health Sleep Engineering Technology Research Center, and Guangdong Doctoral Workstation, providing abundant resources for De Rucci’s technological research and innovation. 5.Product quality advantages Since its establishment, De Rucci has attached great importance to product quality management and has successively passed certifications for quality management, environmental management, and occupational health and safety management systems. It has established a systematic and operable management system with quality policy, quality objectives, quality review, continuous improvement, and process optimization as the main contents. In key production processes, some requirements higher than national standards have been followed, and quality control measures have been taken throughout the production process to continuously produce stable high-quality products. In order to ensure the stability of product quality, De Rucci has established a CNAS Testing Technology Service Center to gradually improve the testing of the physical and chemical properties of raw and auxiliary materials for products relying on advanced testing technology and equipment. 6.Intelligent production advantages De Rucci has successively collaborated with world-class enterprises such as Siemens, Schuler, ABB, IBM, and Legget to adopt advanced intelligent equipment and industrial processes around the world, so as to maximize the digitization of process data, production automation, information flow automation, and material flow automation throughout the manufacturing process, and get through the full digital business process from customer order placement to product delivery, making it one of the soft furniture manufacturing enterprises in China with the most advanced intelligent manufacturing equipment.