Brand Can Not Be Deserved.

This year, people pay special attention to the quality of sleep. Meanwhile, many home textile enterprises are also competing fiercely in the market which is triggered by sleep problems. In the Theme Pavilion of Shanghai World Expo space home opened in May, Neumann, a pro consumer brand of Italy NOYOKE group, put the "zero pressure" series of products onto the stage, showing the achievements of civilian aerospace technology. In April, the 4 brands of Sano, Bei Qu, Neumann and dream lily were competing with each other in the Chinese Acupuncture Association. In March, on the world sleep day, 32 degrees life put forward 32 degrees of sleep temperature most suitable for human body's new proposition. A technological contest triggered by sleep problems has been quietly launched in many famous brands of functional textiles.

Space technology has become the focus of competition

Beckham, Neumann, dream Lily and other functional home textile brands have launched the slogan "originated from space technology". In April, even several brands used astronauts to attract audiences, and space technology has become the focus of competition for the new generation of sleep products.

Beckham is a brand from Denmark. Gong Xiaojun, marketing director of beeball, Hangzhou, said: "now people's demand for high quality sleep is increasing, and there is great room for development of sleep products. It is predicted that the annual market capacity of China's healthy sleep industry will reach 500 billion yuan, increasing rapidly by 45% annually.

Although it's about space technology, each brand is trying to show its own products. Jin Nan, Neumann's marketing manager, told reporters that as early as September 2008, Neumann became the partner of China's space industry. The core technology of Neumann's products came from aerospace technology. The product was a magical material specially developed by the US space agency in 80s of last century to cushion the enormous pressure on the waist and hips of the astronauts during the launch and landing. After 8 years of more than 23000 clinical trials in Sweden, it has proved that it has the effect of preventing spinal curvature, relieving cervical discomfort, promoting blood circulation and reducing the number of times of turning over.

"Neumann material has the function of constant temperature and recording sleep temperature." Jin Nan pointed to a pillow and said, "this pillow has two sides, one side is made of Neumann glue. It has the effect of heat preservation. On the other side, it uses gel cooling pad, which can keep cool in summer, so this type of pillow can really warm in winter and cool in summer." In addition, Neumann's products not only include bedding, but also vehicle textile. The brand is working with F1 racing car to provide a high seat cushion for sports cars.

Yang Jian, another business manager of the Danish brand dream lily, told reporters: "the dream Lily space memory cotton pillow, two low middle school unique shapes completely fit the physiological curve of the human cervical vertebra, effectively support the head and cervical vertebra, completely relax the head and neck muscles, and enable people to fall asleep quickly. In addition, the dream Lily products also have the functions of preventing bacteria, mite resistance, breathability and moisture absorption.

Unveil the mystery of raw materials

Although many brands regard space technology as a selling point, the names and functions of the materials used are different.

First, the name of the material is different. Sano called its application material space cotton, dream Lily uses memory cotton, and Neumann's material is called Neumann material, that is to say, Neumann is not only the brand name, but also the name of the raw material. When a reporter asked Neumann's salesperson, what is Neumann material, and what is the difference between cotton and cotton, the salesperson replied, "Neumann is not a memory cotton, but a kind of zero pressure cotton, it has the function of sensing temperature and pressure." Such an answer did not unravel the reporters' doubts. Lin Shichao, deputy director of brand sales at Sano, told reporters: "memory cotton and space cotton are all the same thing. They are different kinds of materials. They can also be called slow rebound cotton. Some brands have improved their materials, thus changing their names and making many people mistaken for a new technology. This is a marketing mode. Following the application of ordinary memory cotton, Sano developed an organic space cotton containing BiOH environmental protection material made from soybean, which made the product more environmentally friendly and comfortable, and solved the problem of ordinary memory cotton's difficulty in emitting odour.

As we all know, space cotton has the function of memory. In addition to memorizing the curve of human body and remembering the temperature of human body, the interpretation of this effect by brand is quite different. Jin Nan said: "Neumann's products are temperature sensitive and pressure sensitive. No matter how the external and human body temperature changes, our products can always be kept at constant temperature." Yang Jian, the dream lily, said: "the original memory cotton is" warm feeling ", that is, when the outside temperature is high, the cotton pillow is soft, and when the temperature is low, the cotton pillow is hard. And now the memory cotton is "non warm feeling", will not change with the external temperature changes. And a salesperson of Beckham told reporters: "space cotton can adjust the hardness and hardness according to the temperature, so the pillow is hard when it is idle, and when the pillow is on the head, it becomes soft.

Technology can not be deserved.

Is space cotton good at constant temperature, or with the change of temperature? If it is constant temperature, then how can it change when the human body is lying on it? Even if we can record the body temperature first and then keep the temperature constant, the temperature that people just lay down should be different from that of a deep sleep. When is the temperature of the space cotton stored? If it changes with the temperature, then when the body is very hot, the pillow will be very soft. When the body is cool, the pillow will be hard. How can it be called the scientific sleep height?

It is a good thing to apply the technology applied to the space industry to home textile products, but it is obvious that the new technology still needs strict market rules, and the uniform name should be adopted for the same type of material, so that consumers can make similar comparisons. This is also a reflection of home textile brands. Why can't the new market be opened soon after the listing of new products? How can consumers consume without knowing or wondering? The application of technology is a serious matter, and no scientific and technological elements can be deserved.