Core Viewpoint - The article highlights the recognition of Ni Zhanggen, the founder of MLILY, as the "Brand Person of the Year 2024-2025" by the Tiger Roar Award, emphasizing his commitment to changing traditional sleeping habits in China and promoting the value of comfortable sleep [1][3]. Group 1: Brand Recognition and Philosophy - The Tiger Roar Award, guided by the China Business Advertising Association, is known for its rigorous standards and serves as an industry benchmark [1]. - The theme of this year's award is "Intelligent Control of the Era," focusing on the importance of "value adherence" over mere tactical efficiency [1]. - Ni Zhanggen's pursuit of brand value is highlighted, as he aims to enhance human deep sleep and change the traditional belief in hard beds in China [1][3]. Group 2: Market Challenges and Consumer Behavior - Despite the efforts, 65.1% of Chinese consumers still use hard mattresses, and 75.1% believe that "sleeping on a hard bed is good for the back," reflecting deep-rooted traditional beliefs [4]. - Ni Zhanggen has established a company policy against producing hard beds, coconut coir, and latex, focusing instead on memory foam mattresses, even at the cost of significant sales opportunities [4][6]. Group 3: Social Responsibility and Community Engagement - Ni Zhanggen actively promotes the dangers of hard beds through various media and personal outreach, amassing over 2 million followers on social media [6]. - The company has initiated the "One Million Hard Mattress Transformation Plan" and various social welfare projects to raise awareness about the importance of proper sleep [7][9]. - Specific initiatives include the "Dusk Plan" for the elderly and programs aimed at preventing spinal issues in children, demonstrating a commitment to social value [9][11]. Group 4: Global Expansion and Market Performance - Under Ni Zhanggen's leadership, MLILY has maintained growth in the domestic market despite challenges, and the brand has successfully expanded to 110 countries and regions globally [12][14]. - Since its listing in 2016, MLILY has sold over 100 million products, establishing itself as a leader in the global memory foam market [14]. - The brand's global strategy has been well-received in markets without the hard bed tradition, indicating a successful adaptation to diverse consumer needs [12].