Core Viewpoint - The era of "buying and forgetting" is over, and the true value of a mattress now depends on the post-purchase services provided by the retailer [1][3] Group 1: Service Innovation - Mousse Group has established a comprehensive service network that covers the entire lifecycle of the product, offering services from delivery to maintenance, making the experience predictable and verifiable [1] - The company has achieved a Guinness World Record for the most simultaneous mattress deep cleaning, showcasing its commitment to service excellence [1][3] Group 2: Customer Satisfaction - Third-party surveys indicate that Mousse Group has maintained the highest service satisfaction in the industry for ten consecutive years, with satisfaction rates of 99.7% for sales, 99.73% for installation and delivery, and 99.65% for after-sales problem resolution [3] - The company has transformed service from a cost center into a secondary sales channel, enhancing customer loyalty through efficient and reliable service [3] Group 3: Competitive Advantage - Mousse Group emphasizes the importance of service precision and emotional connection as new competitive dimensions in a market where product differentiation is challenging [5] - The company aims to set new standards and continuously upgrade its service offerings, positioning itself as a leader in the mattress industry [5]

Core Viewpoint - The real estate market in 2025 is shifting from "market rescue" policies to "reconstruction" strategies, focusing on balancing the dual-track system of housing security and market dynamics [4][6] Group 1: Market Changes - The proportion of improvement housing purchases surged to 57% in the first half of 2024, surpassing first-time buyers, indicating a significant shift in demand structure [4] - Developers are transitioning from rapid growth to product refinement, emphasizing product strength as the core competitive advantage [4] Group 2: Delivery Capability - Leading real estate companies are maintaining their delivery capabilities as a core support during the industry's deep adjustment period, with companies like Poly Developments, China Overseas Property, and Vanke consistently ranking in the top ten [6] - Successful delivery is characterized by strict control over construction progress and quality, as well as the enhancement of community amenities and property services [6][8] Group 3: Operational Capability - The concept of a "good house" has been integrated into government work reports, emphasizing that it is not just about physical construction but also about embodying a vision for a better life [8][12] - Some benchmark companies are advancing from basic construction to service upgrades, focusing on community operations and property services [8] Group 4: Service Capability - Service quality is becoming a critical factor in community sustainability and asset appreciation, with high-quality property services positively impacting second-hand housing prices [10][11] - Examples include Vanke's community events and health management initiatives, which enhance the living experience and foster community engagement [9][10]

Core Insights - The company successfully set a Guinness World Record for the "most people simultaneously cleaning mattresses online and offline," enhancing public awareness of sleep hygiene [1][5] - The "Musi Gold Steward" service has evolved over the past decade, now offering a 1v1 personalized service model that emphasizes emotional connection and comprehensive care throughout the product lifecycle [1][3][11] - The company aims to redefine the home furnishing industry by shifting from a "transaction ends" model to a full-service ecosystem that meets deeper user needs [1][11] Service Evolution - The "Gold Steward" service was first introduced in 2015, providing a five-star service experience and evolving into a 4.0 model in 2023, which includes a comprehensive rights system covering the entire product lifecycle [3][6] - The upgraded service model incorporates a smart service ecosystem, offering ten key benefits that enhance user experience and satisfaction [3][5] - The company has achieved a customer satisfaction rate of over 99.6% for its cleaning services, with a significant number of repeat customers [12] Market Positioning - The home furnishing industry is entering a "stock competition" phase, where service capability is becoming a core competitive advantage [11][15] - The company emphasizes the importance of both "service value" and "product value," aiming to create a service ecosystem that enhances customer loyalty and emotional connection [11][15] - The company is committed to responding to the "Healthy China 2030" vision by providing comprehensive health sleep solutions that integrate service and product offerings [15]

Group 1 - The term "stock era" has become a core keyword for the home furnishing industry in 2025, indicating the importance of understanding consumer demand in a competitive market [1] - Consumer attitudes have shifted from focusing on basic functionality and cost-effectiveness to valuing overall experience, emotional resonance, and personalized services [1] - Home furnishing brands are now at a critical juncture, needing to innovate and redefine brand value centered around user experience [1] Group 2 - Mousse has recognized the equal importance of "service value" and "product value" in the health sleep sector, leading to the establishment of a comprehensive service ecosystem [2] - The "Mousse Gold Steward" service has evolved from a single mattress cleaning service to a full lifecycle health management service, enhancing user engagement [2][4] - The 10th anniversary of the "618 World Dust Mite Day" saw Mousse successfully recruit 474 participants for a Guinness World Record challenge, showcasing its service capabilities [2][7] Group 3 - Mousse's commitment to customer satisfaction is reflected in high service quality metrics, with customer satisfaction rates exceeding 99.6% across various service categories [6] - The successful Guinness World Record challenge highlights Mousse's top-tier service standards in deep cleaning mattresses, reinforcing its brand reputation [9] - The challenge involved 474 participants completing a standardized deep cleaning process, demonstrating Mousse's professional management and coordination capabilities [7][13] Group 4 - The shift in consumer expectations from functional satisfaction to emotional recognition has led brands to provide comprehensive service experiences throughout the entire customer journey [15] - Mousse is positioned as a leader in this service upgrade trend, redefining user experience rules through proactive service and standardization [15] - The focus on "service capability" is becoming a new battleground for defining high-end home furnishing brand value and competitive advantage [15]