De Rucci Healthy Sleep Co., Ltd.
慕思股份
001323
Shenzhen Stock Exchange
Company Profile
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.
Full description
Founded in April 2007 and headquartered in Dongguan, China, De Rucci (hereinafter “De Rucci”) is a leading provider of integrated solutions for healthy sleep systems integrating R&D, design, production, sales and service in soft furniture sector. De Rucci has formed three brand matrixes including “Healthy Sleep Brand, Big Home Furnishing Brand, and Sofa Brand”, and has established a complete matrix of mid- to high-end and young fashion brands to meet consumers’customized healthy sleep needs. Since its establishment, it has always adhered to the corporate mission of “making people sleep better” to provide consumers with high-quality, environmentally friendly, scientific and healthy sleep products, truly improving people’s sleep quality by “adapting bed to people”. De Rucci has built a diversified, omni-channel sales network system covering whole China. Through self-operation and distribution channels, De Rucci has developed more than 5,700 offline stores and continuously improved the offline terminal sales network. In addition to mainland China, we also have brand stores in Hong Kong, Australia, the United States, Canada and other countries and regions. De Rucci constantly tries to cooperate with well-known brands and enterprises in customized furniture, home textiles, building materials, real estate, hotel management and so on related to the industrial chain, and actively expands the diversion entrance of the product sales market. Moreover, De Rucci actively develops its online sales on well-known e-commerce platforms.