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กรณีศึกษา Casper ธุรกิจขายที่นอน ออนไลน์ /โดย ลงทุนแมน
“ไอเดียนี้แย่มาก ไม่มีใครซื้อที่นอนทางอินเทอร์เน็ตกันหรอก”
นี่คือคำพูดของกลุ่มนักลงทุน ที่ปฏิเสธให้เงินเจ้าของบริษัท Casper ไปเริ่มต้นธุรกิจขายที่นอนออนไลน์

ซึ่งอาจเพราะในอดีต คนยังคุ้นเคยกับการไปซื้อที่นอนตามหน้าร้านอยู่...
Continue ReadingCase study Casper. Online / Investing mattress business.
′′ This idea is terrible. No one will buy internet mattresses
This is the quote of a group of investors who refuse to get money for Casper company to start an online mattress business.

Maybe because in the past, people are still familiar with buying beds in front of the store.
But Casper finally can erase those beliefs
And make online mattresses widely popular

How do they use DISRUPT mattress market
Investing man will tell you about it.
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Casper is an online retail business from USA
Founded in 2014 or just 6 years ago

The main products that the company has chosen to sell are ′′ bed ′′
Because it's something to use regularly because humans sleep average of 6-8 hours a day.

However, Casper in the early stages couldn't convince investors to care about their business.

Y ' all don't believe consumers buy site mattresses that often.
Because it's quite expensive and the product has been used for years.

This industry is also a large market worth around 1,200,000 million baht.
With a lot of retail players competing fiercely

Making the owner of the company to pay personal money. Try to produce the product first. Until it's in debt of 3 million baht.

Casper's mattresses are designed with good quality materials like Memory Foam, which fits the user's body, so it reduces pressure and makes us sleep better.

The sale price is between 11,000 to 35,000 baht, which is not expensive like various retail stores.
Including the company is open to return within 100 days and warranty for 10 years.

When businesses look into form, there is a group of Venture Capital investors coming to support funding.
Make Casper finally able to launch the platform

Originally, they predicted the first year of income at around 60 million baht.
But the result appears that just the first 2 months, sales have gone through the target.

If you ask me why Casper mattresses are selling well.
The answer would be a marketing strategy that attracts consumers in this era.

Casper's most highlights. Apart from quality and price.
It's packing small boxed mattress products to be shipped to customers.

When the box is removed, put it on the base of the bed, the mattress will gradually blister up as if it lives.

This unique creates a trend of posting video clips, unpacking boxes and placing Casper mattresses on social media platforms.

Especially when famous people post like Kylie Jenner's case talking about their Instagram and YouTube casper mattresses generated over 870,000 likes.

Therefore, companies are primarily focused on advertising on social media
By hiring actresses and influencer to make casper product containers

Later, when the brand is famous, there are more interested in investing.
Target major retail malls, A-Grade Investment. Ashton Kutcher's fund.
Or entertainment industry people like Tobey Maguire, Leonardo DiCaprio, Adam Levine etc.

The company therefore puts future vision to step into a virtual Nike of sleep.
By expanding the business to other sleep related items such as pillow, bed sheet, lamp.

Also invested to build over 200 storefronts
And expanding services to foreign countries such as Canada, Germany, England.

Performance of Casper Sleep Inc. Continuing to grow
Year 2017 Income 7,900 million baht. Loss of 2,300 million baht.
Year 2018 Income 11,200 million baht. Loss of 2,900 million baht.
Year 2019 Income 13,800 million baht. Loss of 2,950 million baht.

Casper used to be evaluated by business value at 34,500 million baht. It is a starter cuddle Unicorn decoration.

And on February 2020, the company got the IPO listed into the New York Stock Exchange.
But the latest stock value has gone down to around 11,300 million baht.

This may be the result of Casper's losses and marketing advertisement costs quite high.

Assemble Casper's success, it has resulted in competitors selling online mattresses for less than 175 companies.
Including big ones like Walmart and Amazon

Online mattress selling has become a new trend in the market which makes the largest US mattress firm retailer named Mattress Firm who has been in business for 33 years. Sales of 107,000 million baht. Bankruptcy announced in 2018

This is an interesting case study

Although the product doesn't seem to fit online sales.

But did you know that when we walk in the mall to buy a mattress, we listen to the sales staff speak differently than we see online reviews. Trying with a real mattress may not affect the decision that we initially thought.

If you can make a point of selling by letting people review the products.
So that there is a trend. Let's talk about it widely.

Maybe we can sell the kind that people don't think they can sell like Casper's bed..
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References
-https://www.cnbc.com/2019/04/05/how-caspers-founders-built-a-billion-dollar-mattress-start-up.html
-https://en.wikipedia.org/wiki/Casper_Sleep
-https://casper.com/
-https://www.statista.com/chart/20729/revenue-and-net-loss-of-casper/
-https://www.cnbc.com/2019/08/18/there-are-now-175-online-mattress-companiesand-you-cant-tell-them-apart.html
-https://en.m.wikipedia.org/wiki/Mattress_FirmTranslated

[時事英文] Same-sex Marriages

你聽說了嗎？美國最高法院判決美國同性伴侶結婚的權利受到美國憲法的保障且州政府不可只讓異性戀者獨享結婚權。那麼台灣呢？

Have you heard? The supreme court of the US ruled 5-4 that the constitution gives same-sex couples the right to marry and that states may not reserve the right to only heterosexual couples. What will Taiwan do?

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錄音檔: https://soundcloud.com/eric-yang-51/tw-same-sex/

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時事詞彙:
supreme court 最高法院
rule in favor 判定有利於
reserve the right 保留權利
the right to marry 合法結婚權
heterosexual couples 異性戀伴侶
homosexual couples 同性戀伴侶
advocate (v.) 提倡
recognition of marriages between same-sex couples 同性婚姻的認可
gay community 同志團體
one step away from…差一步就要…；即將要…
same-sex unions 同性結合
support marriage equality 支持婚姻平等
mothballed a same-sex marriage bill 無限期延後同性婚姻法案
remains extremely controversial 仍極具爭議性
take into consideration 考慮進去
an issue of human rights 人權議題
full support from the public 社會大眾完全的支持
the US ruling 美國的判決
a significant move on equality and human rights 邁向平等和人權的指標性的一步
come a long way 有大幅的進步
engage in a prolonged dialogue 進行長期的對話
face a similar issue 面對類似議題
bridge the social gap 缩小; 彌平社會階級差距
a shared way of thinking 共同的思考模式
rational dialogue 合理的對話
recognized by… 被…承認
optimistic and open 樂觀和開放
protected by law, regardless of gender 被法律保護，無論性別
homosexual unions 同性戀婚姻

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The Taiwan Alliance to Promote Civil Partnership Rights, which advocates the recognition of marriages between same-sex couples, said the US Supreme Court’s decision to rule in favor of the gay community is a significant indicator, adding that Taiwan is one step away from making a similar step after more than 30 years of campaigning.

The alliance’s secretary-general Chien Chih-chieh (簡至潔) said the US is a crucial indicator for the nation, as Taiwanese politicians look to Washington, even though same-sex unions have already been legalized in many European countries.
Homosexual rights advocates first called for recognition of same-sex marriage in Taiwan 30 years ago, Chien said, adding that it is “abominable” that the ruling and opposition parties mothballed a same-sex marriage bill in the legislature. In Taiwan, the issue of legalizing same-sex marriage has remained extremely controversial even to this day.

“Equal right to marriage is not about public opinion, but an issue of human rights,” Chien said, adding that no country that has made the change has had full support from the public. “It is not an issue that should be hindered because it is controversial,” she said.

Democratic Progressive Party (DPP) Chairperson Tsai Ing-wen (蔡英文) yesterday said that the US ruling is the result of a prolonged movement and expressed her expectation that Taiwan would eventually follow a similar path. “The ruling is a significant move on equality and human rights, but the US has come a long way, with society engaged in prolonged dialogue before reaching this stage,” Tsai said. She added that “Taiwan is facing a similar issue and we need to bridge the social gap through rational dialogue, so that society can come to a shared way of thinking.”

Additionally, The spokesperson for Chinese National Party (KMT) presidential hopeful, Hung Hsiu-chu (洪秀柱), has expressed similar sentiments, stating that Hung has always been “optimistic and open” about same-sex marriage and believed that “people, as long as they have love for each other, should be protected by law, regardless of gender.”

Sources:
http://news.ltn.com.tw/news/focus/breakingnews/1361558
http://www.chinapost.com.tw/taiwan/national/national-news/2015/06/28/439396/Presidential-candidates.htm
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[時事英文] Taiwan Gay Pride 2016

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The aim of the parade is to ensure that lesbians, gay, bisexual, and transgender Taiwanese can live free from discrimination.

遊行的目的是確保台灣的女同性戀者，男同性戀者，雙性戀者和跨性別者能夠免受歧視。

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相關詞彙:

visibility and solidarity 可見度和團結

kick off 揭開序幕

parade route 遊行路線

attitude toward... 對...的態度

remains extremely controversial 仍極具爭議性

civil rights 公民權利

an issue of human rights 人權議題

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2016第十四屆台灣同志遊行: http://www.twpride.org/

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"Taiwan Pride is the annual gay pride parade in Taiwan. The parade was first held in 2003. Although joined by groups from all over the country, the primary location has always been the capital city of Taipei. The most recent parade, held in October 2015, attracted more than 78,000 participants, making it the largest gay pride event in East Asia."

Article: https://en.wikipedia.org/wiki/Taiwan_Pride

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