36氪 First Release | DTC Home Furnishing Brand “Half Day Leisure” received more than 10 million yuan in angel round financing, cutting into the sleep market from mattress products

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Author: Wang Jiexi, Editor: Zhang Ting

36 Krypton learned that the sleep home brand “Half Day Leisure” recently received more than 10 million yuan in angel round financing. The investors in this round are Xianfeng K2VC and Zhufaner, and Yuanshi Capital served as the exclusive financial adviser. Half-day leisure founder Zeng Mohan said that this round of financing will be mainly used for team building, product development and supply chain optimization.

Half-day leisure enters the sleep product market with “health-care lazy technology” mattresses as an entry point, hoping to help young consumers to recuperate their body and mind during sleep. Currently, half-day idle has two SKUs online,They are the basic “backrest” mattress priced at about 4,000 yuan and the flagship “healthcare” mattress priced at about 6,000 yuan.The sales volume of the first product launched in three days exceeded 4 million yuan.

Zeng Mohan, the founder of Half-Day Leisure, served as the co-founder of Zhufaner,Accumulated industry resources covering the supply chain, sales channels, and industrial media.Other founding team members have worked in companies such as Zhufaner, Procter & Gamble, Pea Pod and other companies, Has many years of experience in home improvement, the Internet, offline operations, FMCG, etc.

Zeng Mohan said that the size of the domestic mattress market is around 100 billion yuan, but the penetration rate and market concentration are still at a low level. Compared with the top five mattress brands in the United States with a market share of more than 60%, the domestic top five brands have a market share of no more than 20%. In a highly fragmented market, incumbent players mostly rely on the traditional B2B sales model, and there is still a gap in the DTC direction.

Image Source | Half Day Leisure

In addition to industry factors, Zeng Mohan believes that 2021 is also a good time for the growth of new home furnishing brands. On the consumer side, social platforms such as Xiaohongshu and Douyin have provided DTC brands with their own promotional positions; in terms of channels, the focus of mattress sales channels has gradually shifted from offline retail malls to e-commerce, home improvement companies, and whole-house customization companies. . The reshuffle of the traffic pattern has given new brands room for rapid growth.

Combining the past six years of experience in providing decoration services to young consumers, Zeng Mohan hopes to use the accumulated knowledge and resources to continue to tap the value of the mattress as a single product on the home track.

Zeng Mohan said that the production of mattresses is not complicated, and it is difficult for various brands to widen the gap in material selection and technology.Different from traditional players such as Mousse and Xilinmen, half-day leisure wants to adopt a DTC style that is more suitable for young people’s minds, and establish differentiated advantages through continuous product innovation and brand tonality to meet consumer needs.

In terms of product technology, a variety of new materials are used for half-day leisure to enhance the user’s “sense of sleep”. According to Zeng Mohan, the half-day mattress is made of a carbon chain polymer bionic material independently developed in China. It has the characteristics of sleeping Q bomb, good support, durable, safe and non-toxic, and strong air permeability. It is used in ordinary mattresses. A layer of “Power Rubik’s Cube System” is added to the spring layer to more accurately support the human body curve.

Image Source | Half Day Leisure

Zeng Mohan believes that the core competitiveness of half-day leisure lies in its operational logic:Companies choose to reach consumers through the coordination of online and offline channels.

Online,Half-day leisure uses the private domain influence of the precise KOL in the decoration scene to carry out precise sales from community group purchases.Later, it expanded its influence through the KOC/KOL content communities such as Xiaohongshu, Haohaohu, and Zhihu to expand its influence, and entered the first- and second-class e-commerce platforms. The first group purchase group of half-day leisure mattresses exceeded 4,000 people, and the conversion rate reached 15% within 4 hours of the sale. “For low-frequency single products such as mattresses, the effect of large-scale budget advertising will not be very good,” Zeng Mohan said.

The offline end is also one of the main positions for household consumption. After the off-site private domain mode runs through,Half-day leisure plan to cooperate with home improvement companies and whole house customization companies to get customers from the real decoration scenes.Zeng Mohan said that half-day leisure can use the brand effect established in the early stage to feed back the partners, help them update products, increase conversion rates, etc., and improve the cooperation effect on the premise that the interests of both parties are compatible.

In recent years, a series of new brands such as pineapple zebra and blue box have emerged in the domestic home furnishing market, and most of them have reached consumers in the form of DTC. Zeng Mohan believes that compared with new brands that emphasize lifestyle and have more SKUs, the difference between half-day leisure is to focus on the home sleep track. Based on the understanding of purchase scenarios, channels and sales models, half-day leisure is also expected to go offline.

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