Core Insights - The article highlights MLILY's emotional marketing campaign titled "She Who Is Not Pressed," aimed at addressing the pressures faced by modern women, particularly mothers and career women, during the Double 11 shopping festival [1][10] Group 1: Target Audience and Insights - The campaign focuses on two primary groups: mothers dealing with fragmented sleep due to childcare responsibilities and career women facing performance pressure and anxiety, leading to poor sleep quality [3][5] - A report from the China Sleep Research Society indicates that 42.7% of women aged 25-45 experience regular insomnia, significantly higher than their male counterparts, reflecting the dual pressures women face in family and society [3] Group 2: Product Innovation - MLILY's new "Quick Charge" mattress 2.0 is designed as a solution for women's sleep challenges, featuring a modular structure that allows customization of firmness and thickness to meet individual needs [7][9] - The mattress utilizes MLILY's proprietary non-temperature-sensitive zero-pressure foam, which maintains consistent softness and support regardless of environmental conditions, distinguishing it from traditional memory foam [7][9] Group 3: Emotional Connection and Marketing Strategy - The marketing strategy successfully transforms technical specifications into emotional value, positioning the mattress as a source of strength for women facing life's challenges [10][11] - MLILY's long-term commitment to addressing women's needs is evident in its ongoing marketing efforts, including previous campaigns that celebrate women's resilience and strength [10][11] Group 4: Market Position and Brand Mission - Since its establishment in 2008, MLILY has positioned itself as a leader in the smart mattress market, advocating for better sleep health and challenging the traditional notion of hard mattresses [11] - The brand has achieved significant recognition, being the top seller of smart mattresses in China and holding the title of the world's best-selling memory foam mattress for ten consecutive years [11]

Group 1: Aging Population Trends - The aging population in the US, Europe, and Japan is driving demand for products that promote independence, dignity, and choice among seniors, with 65+ population percentages reaching 30% in Japan, 26% in Europe, and 17% in North America [3] - There is a significant consumer interest in aging-related products, with 81% of North American consumers, 76% of European consumers, and 67% of Japanese consumers expressing concern [3] - Smart mobility devices, personalized nutrition supplements, and home care products are emerging as key consumption trends among the elderly [3] Group 2: Sleep Anxiety and Solutions - Approximately 40% of Gen Z adults in the US, Europe, and Japan experience sleep anxiety at least three times a week, a notable increase from previous years [4] - Around 80% of consumers are interested in non-drug sleep aid products, with preferences varying by region: US consumers favor AI-assisted sleep solutions, while Japanese consumers prefer nutritional supplements [4] - European consumers show a low acceptance of synthetic products, leaning towards plant-based sleep aids [4] Group 3: Beauty and Personal Care Innovations - Over 50% of consumers in the US, Europe, and Japan are willing to invest in smart beauty devices, with North American consumers showing a 66% willingness [5] - The integration of technology in oral care and beauty tools is meeting consumer demands for personalized and aesthetically pleasing products [5] - Innovations in beauty tools, such as AI skin diagnostics and lightweight hair dryers, reflect the trend of "technology as aesthetics" [5] Group 4: Natural and Organic Products - There is a growing consumer preference for natural and organic products, with 76% of European consumers willing to pay more for natural ingredients, compared to 60% in North America and 56% in Japan [6] - This trend is driving innovation in the natural and organic product sector, emphasizing sustainable packaging and eco-friendly values [6] Group 5: The Rise of Minimalist Makeup - The beauty industry is experiencing a "light makeup revolution," focusing on detail and comfort, driven by fast-paced lifestyles and emotional well-being [7] - In Japan, over two-thirds of consumers consider lightweight makeup tools essential for commuting, with a high importance placed on low-sensitivity products [7] - The demand for convenient and comfortable beauty products is leading to the popularity of items like adhesive eye masks and portable touch-up pens [7] Group 6: Parenting Pressures and Product Preferences - More than half of new parents globally feel societal pressure during parenting, with safety, eco-friendliness, and smart features being the top concerns when purchasing baby products [8] - In Japan, 86% prioritize safety in baby products, while 48% of US consumers are open to smart technology in parenting [8] - Common preferences include eco-certified baby products, with regional differences in product types, such as algorithm-based feeding in the US and advanced baby monitors in Japan [8]

Core Viewpoint - The discussion highlights the emotional struggles and fatigue experienced by contemporary youth, emphasizing the need for effective efforts rather than "ineffective involution" in their lives [2][5][18] Group 1: Youth Fatigue and Pressure - Young people face multiple sources of pressure, including intense job competition, high living costs, and societal expectations, leading to feelings of fatigue and anxiety [2][4] - Over 60% of young individuals experience various sleep disorders, with fragmented and shallow sleep becoming the norm [4] Group 2: Solutions for Sleep Improvement - The company has launched the "Zero Pressure Plan" in collaboration with Xiaohongshu to address young people's flexible living needs by offering portable and cost-effective thin mattress products [1][12] - The new "Quick Charge Thin Mattress Air" is designed to enhance sleep quality by reducing pressure on the spine and promoting deep sleep, making it a practical solution for young consumers [9][10] Group 3: Product Features and Benefits - The "Quick Charge Thin Mattress Air" is only 5 cm thick, easily compressible for storage, and suitable for various living situations, catering to the needs of young renters [12][14] - The company aims to lower the barriers for improving sleep quality among young people, emphasizing the importance of comfortable sleep environments [14][16] Group 4: Educational Initiatives - The company is actively promoting scientific sleep concepts and stress reduction lifestyles through immersive experiences and public awareness campaigns [16][18] - The goal is to change the traditional belief in hard mattresses among the Chinese population, thereby improving overall sleep comfort [18]