Promoting New Sleep Machine

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become athletes. According to hljnews.com, it shows that there are about 26 million people play soccer in China, 100 professional soccer teams, and about 8000 professional soccer players in China. (hljnews, 2011) Most of the professional athletes or people who want to become athletes in china all dream to become Olympic athletes and get medals. According to Chen Dao Daily Newspaper (2014), professional swimmer need training 6-7 days a week, swimming 15-20 kilometers a day and Marathon training is also very hard, they can only take a day off every month. The amount of training varies daily. Sometimes, athletes need to run 40 kilometers for training. Professional athletes need lots of training every day. They have a lot of pressure of body and mind. So, enough sleep for them is very important.

After discussion, we specify our target customers as professional athletes or people who want to become athletes, and their age is between 18 to 28 years old. In China, lots of people are professional athletes or people want to become athletes and absolutely, almost all the athletes want to have the best performance. Nutrition, fitness and sleep are the most significant aspects of them. They eat healthy meals every day, workout every day and sleep more than 8 hours a day to get the best results. Most of them like to measure all factors that affect their performance, so they will buy or download all kinds of products to get all data, and then analyze them from all different aspects. This behavior becomes the most important part of their life, since they have to know all factors that affect their performance.

Summary of Primary Research

After we decided our target customers, we want to know their needs and get ideas about their views for sleep machines. Thus, our team members interviewed 3 professional athletes from different sports. Our target market is professional athletes or people who want to become athletes, so we think 3 athletes from different sports fields can completely reflect the demand for athletes has a demand for sleep machines.

－Run Zhang, 28 years old professional bodybuilder and personal trainer, once won the provincial fitness champion.

－Yifang Zhang, 23 years old, professional table tennis player, China National Table Tennis Team 2 member, National level athlete.

－Xiaoyang Xu, 24 years old, Tae Kwon Do athlete , Black Belt Tae Kwon Do Trainer.

After our interview, we found in China, most athletes very careful about their performance, because it is very important for their career. Since lots of them are under high pressure, their sleep quality is pretty bad. They face lots of sleeping problems, such as insomnia and sleep apnea. Also, some of them are not full-time athletes, they have other jobs, so lots of them don’t have enough time to sleep. Sleeping problems and lacking of sleep time have a great influence on the performance of their sports. Most of them are pretty careful about their diet and fitness, however, not lots of them know sleeping problems will also affect their performance. Some of them try to change their sleep qualities, so they use some sleep apps. Most of those apps are full of bugs and advertisements, but have no effect. In addition, it is very hard to find a place that sells sleep machines that will help people change their sleep qualities in China. Lots of Chinese athletes face a problem that they want to change their sleep quality, but they can’t find a good product to help them. Moreover, if they have an opportunity to buy a good sleep machine, they think a good sleep machine should have a relevant software that all the date sleep machines should be accurate. Also, it should be easy to use, and give some relevant advice for users to get better sleep quality.

Value Offering

Our unique value offering statement is that our sleep machine can improve people’s sleeping quality, improve their bedtime sleeping habits, and help them wake up better with the sleep Machine. Our Sleep Machine offers people a simple and engaging way to release pressure from their daily work and family. The specific quality measures include the technology part and advice part.

The first value is technology part which includes the accuracy of the sleep machine, simplicity and convenience. The problems that our sleep machine faces are competitive pressures from different sleep brands and limited number of customers who can buy our sleep machine. Thus, our sleep machine’s features displayed on our shelf should be more attractive and more accurate than other sleep brands. Our target market is the professional athletes or people who want to become athletes, they need nutrition, fitness and better sleep to have the best performance. So, we need to show the accuracy of these features to our target customers. To be specific, we need to research on which nutrition intake and fitness demands are very necessary for our target customers and consider more accurate to show these features to our customers.

Next is simplicity. We want to interpret it in two ways. From our experience, we know that our sleep machine should be displayed in e-commerce store or Training Center. When people try to find what they want to buy and surfing on the Internet, they might be attracted by what they see our sleep machine during this process. Thus, our sleep machine makes more profits from these random purchases. However, we hope that our target customers can see our sleep machine at the first glance when they search into the Training Center or through the Internet. We want our customers to have a better understanding of our sleep machine and we want to provide them with a pleasant shopping experience with 0 harassment to find what they really want to see and need to experience. Also, we want to show the different features and most likely buying sleep machine in the most attracting place to lure them to use and buy our product. Another way to interpret simplicity is that we want to help our customers to know what kind of features or how to easy to use the sleep machine that they will buy. Firstly, considering the differences of the e-commerce stores and the demand of our target customers, we want to only show our sleep machine how easy to operate and the versatility of our sleep machine. In this way, we help our customers to eliminate some least likely purchasing choices. Then, we want to directly compare other sleep brands’ products and indicate some results on the price tag from other sleep brands. Unlike other sleep brands which mainly compare prices among different brands of some type of products and different feature they display. We want to focus on the full features and simple operation of our sleep machine