[Casper's DX case] Heavy mattress has already graduated!New habits created by many "simplicity"

Casper (Casper) is a company that sells mattresses founded in 2014 and is one of the so -called DTOC companies.About 3.It was a unicorn company that raised $ 400 million (a venture company with more than $ 1 billion as a company), and was listed on the New York Stock Exchange in February 2020 during the Corona.It is necessary to understand the demand and consumption form of mattresses in the United States as to why this company has attracted so much attention and has made a breakthrough.

American mattress with high consumption rate

The United States and Western countries are a bed culture that uses beds for bedding, in other words, mattress culture.The American mattress industry has long been an oligopolistic state of Simmons, Tempur Sealth, and Serta for a long time, and consumers have purchased them at bedding -only mass retailers.

If you rent or buy a house in the United States, you often have furniture, but only the mattress is different.Not only do you not want to use the mattress used by others who do not know, but also worry about bed bugs (pests).In addition, mattresses are bulky to carry, so they are often disposed of when moving.In other words, the United States consumed mattresses much higher than in Japan, and had a large market.And this market composition has not changed for a long time.

Casper features

Casper is a mattress mail order company targeting the millennial generation, which can be easily purchased on a smartphone, making it easier to try in a showroom.Basically, it is not sold in the showroom, so customers can try products comfortably without the sales clerk.

In addition, since the mattress of the Casper has no spring (spring), folding packaging is possible.This feature ignited popularity.If you can fold folding, the shipping fee will be free or at a low price.You can also pack it in a private car when you move.When the millennial generation frequently moved to university or finding a job, the convenience of Casper and the low commercial pressure were very good.Casper's new business model has destroyed the mattress industry, which has not changed for nearly 100 years.

Mattress DTOC's overvunning

The reason why Casper has changed the mattress industry is not only their valuation or sales.Behind this business is related to the market structure of mattress manufacturing.

Approximately 40 % of American mattresses are made by one company called CARPENTER.The three major manufacturers mentioned earlier are basically developed in -house, but some of the production lines are outsourced to CARPENTER.Although Casper is currently producing its own production, we initially created branding and digital business in collaboration with CARPENTER and other mattress OEMs (Original Equipment Manufacturer) manufacturers.This model, which is a so -called fabeless manufacturing, and sold in "digital payment + delivery", has been called the Bed in Box (bed in the box) industry, creating many competitions.As of 2020, it is said that there are 175 Bed in Box companies in the United States alone, and the retail giant Walmart has announced its own Bed in Box brand "Allswell" in 2018.Tempur Sealth has also begun to develop a lineup that can be purchased online.In 2019, about 45%of consumers reported their latest mattress purchases online, and only five years after Casper founded, about half of the market became Bed in Box users.In this way, American business habits in mattresses have changed significantly.As a result, it has been over -competitive, and Casper has been struggling after listing, but consumers will not let go of the Bed in Box options in the future.

Pained by CASPER ── Easy acquisition and installation, removal of sales pressure

The biggest pane that Casper, a representative of Bed in Box, is removed from consumers is the hassle of acquisition and installation.Americans who frequently consume mattresses go to retail stores every time they purchase, order, and wait for delivery.It takes a week at the earliest to order and delivered, and on the delivery date, you need to adjust the schedule and stay at home.Still, the delivery staff will not always deliver it on time.In this way, the mattress industry so far was noticeable in the bad service of the oligopoly market, and it was very troublesome to obtain mattresses.It seems that many Americans seemed to have been looking at the bad service for their daily necessities.

Casper's "simplicity"

Casper is the fastest one business day, and the delivery is completed within a week at the latest.In addition, since it is compressed packing, it can be easily received and installed even if you live alone.Since you can carry it on a narrow staircase, there is no need for large -scale tasks such as the staff of the bed specialty store from the window with three people.

Further pane removal can be carried to the destination.It is said that Americans will move 10 times on average.When moving, furniture is put out or discarded in bazaars, because transportation costs are expensive, and the moving company is damaged without carefully handling luggage.Thus, Americans have abandoned the "unavoidable" mattress every time they move.In the United States before the Casper appeared, the mattress could be resolved quickly and in some cases in some cases, in some cases, it was more stressful to buy a mattress than to buy it again.

Free examinations and simple purchases

It is also attractive that CASPER can be easily purchased with one smartphone.In the United States, if you go to high -unit prices such as home appliances and automobiles, you may receive very intense sales pressure.If you listen to the clerk's eager advertising talk and do not buy it, you need a strong heart to clearly convey your intentions.

In that respect, Casper has a showroom, but the purchase decision is made on the website, so customers can relax and examine the products without feeling pressure in the showroom.You can purchase your favorite products from the subway on the way home on your smartphone, or you can order from your computer during the next day.

Gain brought by Casper ── Participation in freedom of purchasing experience and sustainable consumption

The new mattress consumption style created by Casper provided new value to consumers.It is freedom of purchasing experience.

Until now, mattresses have only been selected at specialty retail stores, settled, and have the store staff deliver.However, with the appearance of Bed in Boxs such as Casper, the options of online selection and payment and receipt by general delivery have been added.Future consumers can use how to buy mattresses according to their own convenience.

Optional spread

In the case of CASPER, it is possible to order with a smartphone after confirming in the showroom and deliver it directly to the moving destination.You can shorten the time to go to buy a mattress in an unfamiliar city of moving and wait for delivery.Of course, if you want to give priority to the experience of choosing a new mattress like a newlywed family, you may buy it while enjoying interacting with a clerk at another company's directly managed store.

But if you choose Casper, you can at least get the option of avoiding the inconvenience of buying mattresses.You can ask the clerk what you want to hear when you want to hear it, buy it when you want to buy it, and send it on the day you want to send it.

Sustainable consumption

Casper models are directly linked to sustainable consumption.In the past, most of the reasons why consumers abandoned mattresses were "because they are more expensive."However, if it is a Casper product, it will be easy to carry, so you do not have to throw it away.

There are many millennial generations who hate mass consumption and meaningless disposal, and emphasize whether buying that product itself leads to environmental protection.For those of the millennials, Casper is not only convenient, but by choosing Casper, it is possible to indicate that it does not participate in a nonsense consumption cycle.

Freedom and sustainable consumption of purchasing experiences are the concepts of many DTOC brands, not just Casper, and are likely to become a common value in the future consumer market.