Core Insights - The first "MLILY Dream Lily 0 Pressure Mattress Cup" Children's Go King Competition concluded successfully in Shanghai, showcasing the intelligence and talent of young players from across China [1][8] - The event marks a significant achievement for MLILY in promoting children's Go, reflecting the company's commitment to supporting the development of Go in China and nurturing future talent [1][10] Event Structure and Participation - The competition was organized by MLILY Home Technology Co., Ltd. and involved a three-tiered system, starting with offline selections in various cities, followed by online qualifying rounds, and culminating in the finals [3][10] - Over 1,000 young players participated in the initial selection phase, with 350 advancing to the online rounds, and 120 qualifying for the finals [3][10] Notable Guests and Activities - The finals featured renowned Go champions, including Mi Yuting, who provided guidance to young players, enhancing the event's appeal [5][6] - A special segment allowed Mi Yuting to mentor six young players simultaneously, emphasizing the connection between elite competition and youth development [5][6] Achievements and Recognition - Yang Qianyi from Hangzhou emerged as the champion, with other top positions filled by Xiang Ziming, Ma Yichen, and Gao Moyang [8] - The event is part of MLILY's broader initiative to promote Go, having organized 475 offline children's Go exchange competitions since 2023, engaging over 38,000 young players nationwide [10][12] Brand Commitment and Product Integration - MLILY has been a partner of the Chinese National Go Team for over a decade, promoting scientific sleep concepts alongside Go [12][16] - The company's products, including the patented non-temperature-sensitive 0-pressure mattress, are designed to enhance sleep quality, which is crucial for cognitive recovery and performance in mentally demanding activities like Go [16][17] Venue and Experience - The finals were held at the MLILY 0 Pressure Hotel, a high-end business hotel equipped with smart beds and multifunctional spaces suitable for large events [18] - The hotel aims to provide a comprehensive experience, allowing guests to purchase products after experiencing them firsthand, thus extending the comfort of sleep into their homes [18] Future Directions - MLILY plans to continue its commitment to enhancing deep sleep and supporting Go initiatives, ensuring that scientific sleep and intellectual growth go hand in hand for aspiring young players [20]

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].