Core Viewpoint - Dream Lily's ambitious plan to expand to 2000 hotels has faced challenges just two months after the opening of its first hotel in Shanghai, raising concerns among investors about its operational strategy and market positioning [1][2][3] Expansion Plan - Dream Lily aims to establish 2000 "zero-pressure" hotels, with the first one located in Shanghai Hongqiao, which opened in March 2025 [1] - The hotel features a unique concept combining hospitality, experience, and sales, utilizing Dream Lily's own products such as "MLILY" mattresses and "NISCO" sofas [1][3] Market Positioning - The Shanghai hotel is positioned as a high-end establishment with room rates ranging from 800 to 2000 RMB, but it does not include breakfast, which has led to criticism regarding its market alignment [2][4] - Investors have suggested that the hotel should better align its target customer base with that of its mattress products, focusing on business travelers [2][4] Operational Challenges - The hotel has faced issues with limited booking channels, as it is primarily available on Ctrip, with no presence on other major platforms like Fliggy, Meituan, or Douyin [2][5] - The high-end positioning may restrict customer reach, and the reliance on technology could increase maintenance costs [4][5] Financial Performance - Dream Lily's hotel business reported revenue of 215 million RMB in 2024, a decline of 2.48% year-on-year, with a further drop of 21.46% in the first quarter of 2025 [6] - The company’s overall revenue for 2024 was approximately 8.5 billion RMB, with domestic revenue being significantly lower than overseas [6] Competitive Landscape - The hotel industry is experiencing intense competition, with various brands exploring new business models and revenue streams to adapt to changing consumer demands [9][10] - Other mattress brands like Mousse and Ailan have also ventured into the hotel sector, but their efforts remain limited in scale compared to Dream Lily's ambitious plans [7][8] Industry Trends - The hotel sector is witnessing a shift towards integrating retail and experiential offerings, as companies seek to enhance customer engagement and drive additional revenue [9][10] - The concept of "second curve" growth is becoming crucial for hotel brands as they look for new avenues for expansion amid market saturation [9][10]

Core Viewpoint - MLILY Dream Lily collaborates with Manchester United to host an immersive viewing event in Manchester, enhancing brand visibility and promoting sleep products among football fans [1][2][8]. Group 1: Partnership and Events - MLILY Dream Lily has been a global partner of Manchester United since 2016, engaging in various football culture and brand promotion activities over the past nine years [2][8]. - The "Dream Lily X Manchester United UK Tour" is a core IP event that allows consumers to participate in a lottery for a chance to experience live matches at Old Trafford [2][4]. - This year's event included fan interactions with legendary player Bryan Robson, emphasizing the importance of quality sleep for athletes [4][6]. Group 2: Product and Technology - MLILY Dream Lily provides professional sleep support to Manchester United players, utilizing zero-pressure technology and custom mattresses to enhance recovery and sleep quality [6][13]. - The company has developed a range of products, including mattresses and pillows, in collaboration with Manchester United's sports recovery team to support athletes' performance [13][15]. - Research indicates that MLILY's zero-pressure mattresses can improve sleep quality by evenly distributing body pressure, aiding in muscle recovery for athletes [15]. Group 3: Global Reach and Future Plans - MLILY Dream Lily's products are sold in over 110 countries, with significant production bases in China, the USA, Spain, and Serbia, contributing to its global brand recognition [11]. - The partnership with Manchester United is expected to continue until 2031, expanding to include sofa products, further enhancing the brand's presence in the sports and wellness market [8][17]. - The company aims to promote healthy sleep concepts globally, targeting sports enthusiasts and consumers with its innovative and comfortable products [17].

Group 1 - The 2025 Diamond League event in Xiamen successfully concluded, with MLILY serving as the official supplier, showcasing advanced sleep technology products and providing post-competition recovery support for top athletes [1][3] - The Diamond League, launched by World Athletics in 2010, is the highest level of single-day international athletics competition, attracting numerous world-class athletes and showcasing unprecedented competitive levels [3] - MLILY has been the official supplier for the Diamond League for two consecutive years, contributing to the successful organization of the event and the recovery of athletes [3] Group 2 - At the event, MLILY displayed its flagship products, including the MLILY 0 Pressure Smart Bed M12 and 0 Pressure Mattress, highlighting the innovative integration of technology and sports recovery [5] - The MLILY 0 Pressure Smart Bed M12 features seven intelligent sleep modes, one-click relaxation, adjustable lumbar support, and a flexible wake-up alarm, integrating with the Xiaomi smart home ecosystem for a comprehensive relaxation experience [5][6] - The MLILY 0 Pressure Smart Bed M12 won the 2025 AWE Applan Award for innovation, recognized as a significant product evaluation in the home appliance and consumer electronics sector [6] Group 3 - During the pre-event "Diamond League Star Meet and Greet," MLILY gifted its popular 0 Pressure Deep Sleep Pillow Pro to participating athletes, which is designed to meet various sleep needs and prevent neck and spine discomfort [8] - The 0 Pressure Deep Sleep Pillow Pro, developed with patented non-temperature-sensitive material, features a dual-structure core that adapts to the neck's curve, promoting deep sleep and maintaining optimal head and neck temperature [8] - This pillow received the 2025 German Red Dot Award and was well-received by athletes, with many expressing their intention to take the "good sleep" experience home [8] Group 4 - For athletes undergoing intense training and competition, deep sleep is crucial for muscle relaxation and enhancing response and endurance, which MLILY focuses on by addressing the sleep needs of this demographic [10] - Since 2016, MLILY has partnered with Manchester United Football Club to optimize athlete sleep, and it is also the official sponsor of Nantong Zhiyun Football Club, contributing to the development of local sports in China [10] - MLILY aims to continue promoting healthy sleep concepts globally, providing the "0 Pressure Deep Sleep" experience to more health-conscious and sports-loving individuals [10]