กรณีศึกษา Casper ธุรกิจขายที่นอน ออนไลน์ /โดย ลงทุนแมน
“ไอเดียนี้แย่มาก ไม่มีใครซื้อที่นอนทางอินเทอร์เน็ตกันหรอก”
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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
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