Regional brand to go global- DREAM mattress Road in China.doc

 PAGE \* MERGEFORMAT 28 Regional brand to go global? DREAM mattress Road in China 1, DREAM mattress status DREAM Group is China’s earliest one of mattresses equipment, the company was first established as an entry point to mechanical mattress, produce large spring machine, spring machine string, Wai edge machines and other equipment have been widely used in the national mattress companies, including the hillman, and other famous brands. In 1992, DREAM group began producing finished spring mattress, soft mattress is the first production of one of the product and quickly fired the DREAM brand, DREAM mattress sales network covering Shanghai, Zhejiang, Jiangsu, Fujian and other regional markets, for 9 consecutive years in the national A-level products. In Zhejiang, Shanghai, Jiangsu, East China market, DREAM mattresses have been occupied high market share, enjoyed a high popularity. However, the changes in market structure, exert a great influence on the DREAM mattress: a strong expansion of high-end brands, a large number of low-end to low-quality low-priced brands hit the market. Before the face of the wolf, tiger after the market, DREAM mattress to grasp the development of the market dynamics, prepare and adjust their business strategy to break through regional, national attempts to achieve a strong brand to the nation from the mainstream of regional brands across the goal line . It is based on the background and opportunity, DREAM mattress together flourishing Luhe began co-operation between the two sides of the road. 2, DREAM mattress diagnosis After the establishment of flourishing Liuhe project team first and foremost task of the DREAM enterprises a comprehensive diagnostic work. Collaborative DREAM project personnel officers launched a survey of more than 20 days, diagnostic work, shop and production, technical personnel exchanges, in the conference room and the management and all night long talk in the market of first-line and sales staff in the store