十月金秋将至，伴随着英超联赛的火热进行，作为曼联官方全球床垫与沙发产品合作伙伴，MLILY梦 百合重磅宣布开启一年一度的曼联季活动。相比往年，MLILY梦百合今年的曼联季活动将力度更大、 范围更广、形式更新，力求通过曼联这一国际化IP，在充分促进中外足球文化交流的同时，将科学睡眠 理念与优质产品带给更广泛的用户与球迷，为用户打造多方位的0压生活体验。 亮点一：发布全新品牌大片，彰显品牌国际化高度 近日，MLILY梦百合官宣发布与曼联合作的新赛季品牌大片，标志着本届曼联季活动的盛大启幕。该 品牌大片邀请曼联球星卢克·肖、布鲁诺·费尔南德斯、本杰明·塞斯科共同出镜，通过球星日常训练与赛 后休憩的真实场景，展现梦百合0压床垫如何通过多层材质结构及非温感®0压绵实现运动散热、静音承 托、分散压力等效果，进而发挥体能恢复的作用，帮助运动员提升竞技表现。 通过该品牌大片，MLILY梦百合不仅向更多消费者普及科学的睡眠观念，更彰显了梦百合以国际化视 野，与世界顶级体育IP深度绑定、共同定义高品质睡眠标杆的战略体现。 亮点二：邀约曼联传奇球星空降7城，构建全国互动网络 今年，MLILY梦百合曼联季实现了一次重要的升级：从往年 ...

Core Viewpoint - The MLILY Dream Lily "Aoying Cup" National Amateur Go Tournament successfully concluded, showcasing the company's commitment to promoting Go culture and providing a platform for enthusiasts [1][20]. Group 1: Event Overview - The tournament took place from July 26 to 27, featuring 8 strong players from three categories determined through online competitions [1][3]. - The finals were held at the MLILY Dream Lily Zero-Pressure Hotel, where awards were presented to the top players in each category: He Junkai (Beginner), Du Yiwei (Low-Dan), and Li Chunyu (High-Dan) [3][10]. Group 2: Professional Player Exhibition - The event included a professional player exhibition featuring prominent figures such as the popular Go influencer Zhan Ying, world champion Yang Kaiwen, and others, who engaged in various interactive activities to highlight the depth of Go culture [5][12]. Group 3: Partnership and Product Development - MLILY Dream Lily has established a deep partnership with Zhan Ying's studio, focusing on promoting scientific sleep concepts and developing products like pillows and cushions for Go enthusiasts [7][9]. - The collaboration aims to dispel misconceptions about hard beds and enhance recovery for mental athletes through innovative sleep solutions [9][18]. Group 4: Sleep Quality and Performance - The tournament participants experienced the benefits of the MLILY Zero-Pressure Hotel, which features smart beds designed to improve sleep quality, crucial for maintaining peak performance in Go [10][15]. - Research indicates that the MLILY Zero-Pressure Mattress significantly enhances sleep quality, reducing sleep onset time by 49% and increasing deep sleep duration by 38.1% [17]. Group 5: Long-term Commitment to Go Culture - MLILY Dream Lily has been actively supporting Go culture since 2013, organizing various tournaments and events to foster growth and interest in the game among all age groups [18][20]. - The company has also initiated youth Go competitions, engaging over 18,100 children across 30 provinces, thereby promoting Go culture among the younger generation [20].

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]