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]

Core Insights - MLILY Dream Lily's "Manchester United Season" event is gaining momentum during the National Day Golden Week, featuring a collaboration with Manchester United legend Andy Cole to enhance brand influence as a global official partner of Manchester United [1][6]. Group 1: Event Highlights - The offline event kicked off in Shanghai on October 1, where Andy Cole and MLILY's chairman engaged with fans, exploring the connection between football spirit and sleep technology [2]. - Andy Cole participated in interactive activities across various cities, allowing fans to experience MLILY's zero-pressure sleep products while integrating Manchester United's football culture into modern lifestyle [4]. Group 2: Brand Collaboration and Product Development - Since establishing a global partnership in 2016, MLILY and Manchester United have deepened their collaboration through fan interactions and community activities, including meet-and-greets and youth football tournaments [6]. - MLILY has developed sleep and home-related products in collaboration with Manchester United's sports recovery team, launching popular items like the "Legend 7 Zero Pressure Comfort Pillow" and "Legend 7 Zero Pressure Mattress" [8]. Group 3: Product Features and Market Strategy - MLILY's products utilize a unique non-temperature-sensitive zero-pressure foam, promoting deep sleep and spinal health, with studies showing an average 82.45% fit with the body and a 38.1% increase in deep sleep duration compared to traditional palm mattresses [10]. - The brand's global strategy leverages Manchester United's influence to penetrate overseas markets while enhancing domestic recognition of its "professional sleep technology" [10][11]. Group 4: Future Outlook - MLILY plans to continue utilizing Manchester United's top-tier sports IP to promote the zero-pressure sleep concept globally, aiming to change traditional perceptions of hard mattresses in China and solidify its leading position in the home and health sectors [13].