Tuesday, 29 March 2016

5 BIG THINGS consumers MUST understand about mattress shopping.

Ever wonder why sometimes, shopping for mattresses are so complicated?

We have been using this product since our great grand parent days, why till today it is so complex?

How come no one bother to even break down the specs and talk about the product and how they make, yet they rather TM some kind of fancy name, when you Google the fancy terms, 
it is just what it is...

1. BROCHURES FOR MATTRESS MAKES A MATTRESS LOOK SEXY.
As we move towards the mattress displays, at the left hand corner, are some awesomely designed mojo, called BROCHURES. 
When you pick them up, 
LIGHTS BECOMES BRIGHTER, 
EMOTIONS ERUPT, 
FLAMBOYANT AND BOLD TERMS DISCOVERED.
- I then tell myself, I got to own this fine piece of ART!

Words from the brochures, if you simplify them into perspective, you will see that they are all the same. They will never reveal the kind of density they use for the product, neither will they describe to you about how they construct the product. 
They simply brag about the kind of history they have, which Hotel's they collaborated with, they even come to the point show you their brochure and brag about the kind of "technology" they have.
For EG,
"CAN NEVER DISTURB YOUR PARTNER AND CONTOUR TO YOUR BODY SPRING SYSTEM TM"
Well simply put it, individual pocketed springs, been around for centuries...
You get my drift about brochures. 
"If you cannot convince them, confuse them" - one of the tricks Gurus in marketing use.
Nowadays who reads them? LOL

2. REAL ESTATE, LOCATION LOCATION LOCATION.
If you ever go to a few main stream boutiques, you will realize that they are all situated in great real estates, and to the point, their decor, so lavish and welcoming.
They are normally expensive psf rental real estates, but they have the best frontage and crowds will pass by. It may be convenient, it may look better, it may even make your ego feel awesome.
You can even brag about it :P 
"oie, I buy my mattress from orchut loot lei..."
"woa, he buy mattress from orchut loot lei, must be bery rich..."
Having said that, these are one of the most important factors when it comes to understanding business. Someone has to take care of their overhead, it was never free, and convenience and we all know style comes at a price.
Where did the focus at now? Product? or location?

3. YOU SEE THEM EVERYWHERE AND ALL THE TIME.
Banner ads, poster babies, big all across buildings, buses, and specific in placing it in high traffic areas. You understand what we are trying to let you understand, all these are money, BIG MONEY, burned so that everyone that walks past it, will register it in their mind, maybe not directly, but subconsciously. Then again, who pays all these stuff... 
Consumers.
Erm, where was the focus again? Marketing? Product?

4. NIKE do not make shoes, they appoint people to do so.
This term is what we called subcontracting. Established brands never make products by themselves. They normally subcontract manufacturing out to manufacturers. The truth about mattress making is, it was never that complex to even start a mattress factory. The kind of skilled labour required now, is very low. It can be substantiated by high quality semi automated machineries.
The reason why this is possible, is simply because they manage their brands very well, hence they have enough margins to subcontract their "risk" out so they can focus on creating new designs.

But then again, mattresses, are designs necessary? 
The function of a mattress is and has always been to give comfort to the user.
How basic and simple it is to understand, yet so confusing to even try select.
Why not just use high quality components so that the mattress, because of the high quality components, is then deemed as a high quality mattress. PERIOD.

5. The number of models and house models will scare you.
You have been to mattress showrooms, a couple of them. You will notice that there are so many models on display under each brand. Have you ever witness this?
"eh, why I see the mattress at Courts, different from Robinsons? or local shops?"

The fundamental of house models, is to allow the respective shop to price their product without allowing the consumers to do comparison. 

In the eyes of the consumer, don't you think it is so weird?

Ask yourself these questions, 
"if I buy a branded mattress, should it be something where all the outlets have, and should it be a representation of what the brand is trying to sell?"
"they say until so good, but their mainstream models so expensive, but the house model so much cheaper?"

Don't you think it is a strategy to peck the price higher, so that the house model seems affordable? Hence because of the great name of the company, you purchase it, just because.

Where was the focus on the product? Where is the professionalism about product and technology? Whereby a particular model, should be the flagship, and why aren't you buy it? Instead looking at the price to buy something which doesn't represent the brand at all?

The concept of a house label and the multiple models, has got nothing to do with the representation of the brand, but only an excuse to confuse the consumer.

*****

Having said so much, we hope you learn something new today.

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Remember, an establish brand in this current ERA, is to open up your minds, educating you the real reason why we create this product.
Giving you knowledge to empower your purchase.

These are the fundamentals of what TILAMKING passionately believes in.


The Perfection of Passionate Manufacturing
- Tilam King

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Monday, 22 February 2016

Why are we not at Expo nor in any "exhibition".

Hi everyone, friends and fellow supporters,

There was a lady once called us on our line, "hi, are you in Expo? Can I see your mattresses over there?"

Unfortunately, I replied, "No, we are not there."

Sad, but true...

You see, TilamKing's philosophy is to think about the majority.

If we reduce expenses and maintain our high standards of quality of the product,
it brings better value to the end consumer.

Yes, we could do the same like what brands are doing, which is to increase spending on advertising and taking up exhibition space.

Just for your general knowledge, Expo space rents for approximately SGD$9,000 for 11days, which will give the tenant 2 full weekends(Saturday and Sunday). $9k is some lousy facing, prime front go upwards $30k.

These are without the cost of setting up and tearing down, which approximately cost up to $10,000 more including staffs and extra.

Imagine $20,000 for 11days burned, just hoping that people will come and buy?

How much sales would be required for it to break even? You can imagine.

So it is not free ladies and gentlemen...

Mark ups have to be high in order to cover this gap. Imagine how HUNGRY they are. LOL

There is also another problem, when you go there you will realize, they do not have good and great crowds. The typical discount shoppers will head there and in order to clinch their deal, their sales person will have to over promise(not be honest) just to seal the deal.

*****

TilamKing wishes to strive on one fundamental, which is PRODUCT centric.

If we focus too much on sales, the pitch becomes boring.

If we focus more on product, you will become educated in return.



Lastly I wish to add this, go Google furniture scams in Singapore, LOL I do not wish to say anything but ... yea... 

U know what I mean...

We never wish to be associated with people with unfair practices.

;)

The Perfection Of Passionate Manufacturing
- Tilam King


* check out our virtual tour here



Wednesday, 16 December 2015

How to really compare TK products? The average consumer's favourite question.

Dear Ladies and Gentlemen, fellow Singaporeans and fellow Supporters,

I think it is time to write something that really will be useful for many. I honestly didn't know how to write about it in the beginning, because I was afraid I wasn't ready, nor it may backfire me being so real about certain things.

Don't forget I am only just a small fry in a OLD traditional market whereby the majority of the consumers had been influenced over years and years of paid advertising. Money talks bulls**t walks, is still the norm in today's society. Reality often is so harsh that people choose to lean towards bulls**t. 

*****

The mattress industry.

i. The million dollar question: So how do you compare your mattresses to other brands?

Ans: Thank you for noticing us, this is already something magical. We only use so little resources to reach out to you, and honestly now you are in our showroom, asking us this question? Why not try it yourself? When you lay down do you feel any difference with any other mattresses? Other then them being at HIGH END malls, with stupid rents, and filled with emotionally stressed SALES which actually makes them a huge profit already. 
We are honest about our pricing, we use the best of everything to make 1 simple mattress. We do not need to explain ourselves like how others will, we will never put in the same effort in marketing, because it will make our company just like what the rest are out there. If we were to be mainstream, the end product will be simple, the more money I spend on designing fanciful terms which the consumer never will understand, wins the game. PERIOD.
Where are the emphasis on the mattress?
We just tell all our consumers the same thing and over and over again. 
We are not special.
We are not better then any of the brands out there.
What you get is something real, called a Mattress.

If you wish to buy a mattress, come to Tilam King, if you wish to buy more then that, I am afraid we do not have anything to for fill your ego ;)


ii. The billion dollar question: Why do not other brands follow you? Since you say until so simple?

Ans: They have gone too deep into creating a stupid ideas that mattresses have technology. You ask yourself  this simple question, 
Is it real technology? Can titanium be used in springs and be affordable? Can mattress be cooling and not trap heat? Can mattress sleep already can fly?

Now I ask you,
how old are you now? Obviously not a child right?
You got study or not? You should be aware about some materials, if not just google.
Can you just have some common sense? There is just no such thing as a fancy mattress.

If they follow my business model, imagine this, their CEO and multiple board directors will not have any gains. Who are the ones contributing? The typical consumers that actually think that expensive products have better stuff, the better stuff is the unnecessary layers of HR doing absolutely nothing important at all. :) it is true in every organization, touch your heart ask yourself.

If you see all my answers are not necessary talking about mattresses components. Sad right?

iii. The trillion dollar question: You always say until so good, you no need to earn money meh?

Ans: I always thank them when they say this, I say thank you so so so much, but honestly I am running a business, if it is not sustainable, I cannot even continue typing, have been doing so for 4 years. 
The Magic of TK is to transform something which is so traditional, into something linear, eliminate all the unnecessary and make full productivity for our staff to handle.
The key point is to eliminate Confusion, not to generate Confusion, which most companies are spending top dollar to generate Confusion.

TK is privileged to be able to control the entire supply-chain from production until retail.

We have a very strategic factory located in GZ, China.
We own the best equipment in the WORLD to make our mattresses.
We use the best components which are renown in the WORLD.
We have a good size warehouse in SG that can hold 5 40ft containers.
We own the cosiest showroom located 8 New Industrial Road S536200.
We own the cleanest Euro5 Diesel fleet to do our delivery.
We have the most passionate people to change the mattress industry.

We have the very best, all because of YOU.

YOU made it happen!

We are blessed with the internet to be able to share with everyone good quality mattresses can be affordable.

We are very appreciative of what our supporters have done for us, the constant recommendations and the love just shown to us for the past years...

Thank you so much and thank you for giving us a chance make good quality mattress at a good honest price point and to be able to compete in our very small niche.

The Perfection of Passionate Manufacturing
- Tilam King