《私人飛機》獨家對話海絲騰亞太區(qū)總裁鄭旭光

《私人飛機》：海絲騰有沒有為迎合中國內(nèi)地的消費者特別推出的產(chǎn)品？

鄭旭光：鑒于中國內(nèi)地消費者的習慣，目前在內(nèi)地銷售的床墊是海絲騰產(chǎn)品中最硬的一款，雖然和市面上大多床墊比起來依然較軟。在中國內(nèi)地，大多數(shù)顧客把床當做家具的一種，傾向于通過外表挑選床。然而評判床的好壞并非只根據(jù)外觀，而在于它是否能帶來最好質(zhì)量的睡眠。中國內(nèi)地顧客對于床的第二個誤區(qū)則是，軟床對頸椎等身體部位的舒展度有影響，因此偏向于睡硬床。但真正的好床，如海絲騰的床，在設(shè)計上是符合人體工程學的，即便很軟也會按照人體的姿勢和弧度來自行調(diào)整，不會隨著一處的下陷而導致整張床出現(xiàn)凹處。

《私人飛機》：DUX、海絲騰這兩款來自瑞典，并以高價聞名的床墊相繼進入中國市場，為什么高端床墊皆產(chǎn)于北歐？

鄭旭光：這和北歐的地理位置及氣候有關(guān)。北歐地區(qū)因緯度的關(guān)系，會出現(xiàn)較極端的天氣狀況。北歐夏天的白天很長，因此黑夜很短，如何在短時間的夜里擁有高質(zhì)量的睡眠，成為北歐人民所力求的事。冬天的北歐與夏天相反，白日變得奢侈起來，每天都有漫漫長夜要度過，而保證長時間的有效睡眠，成為北歐居民又一項需要面臨的挑戰(zhàn)。

U-jet： Any special products for customers from mainland China？

Cheng： Hastens is selling its most stiff mattress in mainland， considering the preference of local consumers. Even so， this mattress is still a lot softer that other mattresses. In mainland China， most customers see bed as furniture and focus only on appearance. Actually sleeping quality is what counts. The second misconception could be that customers think a soft bed affects cervical vertebra and therefore prefer still beds. In fact， truly great beds take care of ergonomics； they adjust according to your posture and curve. The beds won’t have another recess when one part sinks.

U-jet： Both DUX and Hastens come from Sweden. Why premium mattresses come for Nordic？

Cheng： I think this has something to do with Nordic climate and geography. Nordic has long days in summer and very short period of darkness， and people there need high-quality sleep when days are so long. In winter on the contrary， days are so short and nights are long， and Nordic people again need high-quality sleep during the long nights.

創(chuàng)造好睡眠

從香港理工大學畢業(yè)后，鄭旭光曾前前后后從事于席夢思、宜家等家具公司，試過的床不計其數(shù)。這樣的從業(yè)經(jīng)驗讓他不僅對床格外挑剔，更總結(jié)出一張好床創(chuàng)造出好睡眠的益處所在：其一，好睡眠會讓你的頭腦更清晰以便做出好的決定；其二，好睡眠會保證你的健康指數(shù)；其三，好睡眠會讓你有個好脾氣。而與海絲騰的邂逅不僅使鄭旭光證實了自己的總結(jié)，還讓他堅定了“睡眠改變世界”的理念。

任海絲騰亞太區(qū)總裁職位前，鄭旭光曾到瑞典的海絲騰總部和工廠參觀，其間下榻在總部附近的一家酒店，這家酒店使用的便是海絲騰的床。經(jīng)過頭一晚的睡眠，鄭旭光還沒有親眼目睹海絲騰床墊的制作過程，便被其產(chǎn)品所折服。“那天早晨我起床后感覺非常好，從床上下來身體輕飄飄的，整晚像沒翻過身一樣。”鄭旭光這樣描述那晚的神奇體驗。

經(jīng)過瑞典之行，鄭旭光已不再把推廣海絲騰當做一份新工作來看待，更是為了讓世上更多人擁有和自己一樣的奇妙體驗，享有高質(zhì)量的睡眠。“試想當我們每個人都保有好的睡眠，自然而然能夠做出更好的決策，用好脾氣來對待每個人，同時兼顧健康的身體，那么這個世界也會變得更加美好。”

純天然的質(zhì)地

到底什么樣的床有著可以改變世界的作用？曾經(jīng)有調(diào)查研究顯示，人睡在天然制品上，睡眠效果遠超非天然制品的床。海絲騰床墊中使用的所有填充物都源于純天然，這之中的一大功臣便是馬尾毛。海絲騰最早是做馬鞍出身，在當時的瑞典，采用馬尾毛當填充物是一件很普遍的事，因此馬尾毛不僅被用于馬鞍內(nèi)部，還用于其他家具，包括床墊中。

用馬尾毛當床墊的填充物有許多優(yōu)點，并具有科學依據(jù)。馬尾毛本身是空心的，就像一條細管，具有快速吸收水分并將水分揮發(fā)的功能。人在睡眠時經(jīng)常會出汗，如果床可以吸收人體排出的汗水并將其揮發(fā)到外部，會最大限度地提高睡眠質(zhì)量。“將馬尾毛鋪于床墊內(nèi)，使得床好像會呼吸一樣。”

鄭旭光介紹，與其他采用馬尾毛當填充物品牌的床墊不同，海絲騰在馬尾毛的挑選和制作上也有著自己獨特的一套。首先馬尾毛本身就是一種稀有物品，產(chǎn)量供不應(yīng)求，海絲騰目前使用的是進口自南美的馬尾毛，每年消耗量達到全球約30%的產(chǎn)量。馬尾毛購買回來后不會馬上被用于床墊內(nèi)，會先以編辮子的方式將所有馬尾毛編好并放置兩年之久，而后再打開平鋪于床墊內(nèi)部。與其他品牌將馬尾毛用針線編織成毯狀再鋪于床墊內(nèi)不同，海絲騰的這種做法可以最大限度地保持馬尾毛富于彈性的特點，即便使用很多年，馬尾毛的品質(zhì)依舊不變。

除了馬尾毛，海絲騰采用的羊毛也起著決定性的作用。海絲騰使用來自羊的背部（全身最好的毛）—— 這里的羊毛通常被用于高檔羊毛衣物制作中。另外，海絲騰還申請了自己的羊毛和棉花的比例專利，這個比例不僅使棉花和羊毛的組合能提供最大的舒適度，同時還能起到防火的作用。

瑞典皇室御用

60年前，海絲騰被首次選為瑞典皇室御用產(chǎn)品，并沿用至今。瑞典皇室御用產(chǎn)品的名號，可說是海絲騰最好且最可信的廣告。“有了這一加持，消費者不僅對海絲騰更信任，也會買得物有所值，是產(chǎn)品的一項保證。”不過在談到真正將海絲騰推廣給全球消費者時，鄭旭光明確地表示，幾乎可以說是海絲騰的第五代繼承人——Jan Ryde一人的功勞。

其實在1987年，Jan Ryde接手家族生意之前，海絲騰只是一家在瑞典本土經(jīng)營生意的小公司。現(xiàn)在，海絲騰不僅是北歐民眾最愛使用的床墊之一，更在2006年進入中國市場后迅速攻占高端床具市場。作為全球數(shù)一數(shù)二的高端床具品牌，鄭旭光從未擔心過市場競爭。

“我們的競爭對手來自顧客的想法，而不是某個品牌的產(chǎn)品。”鄭旭光自信地表示，如果單純論產(chǎn)品，目前市場上沒有哪個品牌的床可以和海絲騰相提并論，他們最需要戰(zhàn)勝的是顧客的想法，如何使顧客愿意花高價購買海絲騰的床，如何讓顧客認為海絲騰的床值得花高價去買。

“每個人都是我們的目標客戶，因為每個人都需要睡眠。”但考慮到價位的問題，顯然不是每個人都有能力購買海絲騰的床，不過鄭旭光相信，客戶人群會越來越大。中國的中產(chǎn)階級群體在擴大，擁有十幾萬元存款的家庭很常見，但是不是每個家庭都愿意拿出十幾萬元去購買一張床，這不僅需要市場調(diào)查，也是海絲騰進入中國后面臨的挑戰(zhàn)之一。

目前，海絲騰在中國內(nèi)地共有8家代理商，到年底時，還會再增加4～5家店。這些店面主要集中在一線城市，銷售狀況和中產(chǎn)階層的集中區(qū)域成正比。明年，海絲騰將通過一系列與消費者互動的活動，讓顧客切身體驗海絲騰床所具備的好處，因為“目前中國的消費者還沒有完全認識到一張好床可以給人帶來的好處。”

Creating the best sleep

John Cheng had worked for home-living companies such as Simmons and Ikea after graduating from The Hong Kong Polytechnic University， and he had tried on numerous beds. He is understandably extremely fussy about beds and passionate about sleeping well. To start up， a good night’s sleep keeps your head cool and helps you make better decisions； second， good sleep ensures health； thirdly， good sleep smoothies your temper. The encounter with Hastens has made John Cheng even more convinced with his belief that sleeping can indeed change the world.

Before becoming the Asia Pacific president of Hastens， John Cheng visited Hastens Swedish headquarters and factory. He was staying in a hotel near the company and he naturally slept on a Hastens bed. He had yet to witness the manufacturing process ofHastens but he didn’t really need further persuasion. He was already besotted with the bed. “I woke up feeling extremely well. My body was light as if I didn’t make a single turn during the night，” he described his fantastic experience of the night.

After Sweden， John Cheng no longer saw Hastens as a new job， but rather a mission to get more people in the world to have similar high-quality sleeping. “The world will be a much better place if every one of us can have best possible sleep， making better decision， treating each other gently and taking care of our health.”

Purely natural

What kind of bed can change the world？ One research shows that people sleep better in natural products. The Hastens mattress uses entirely natural fillings， especially hair on horsetail. Hastens started as a saddle producer. In those days in Sweden， it was common to use horsetail hair as fillings， not just in saddle， but also other in furniture， including mattress.

Mattress filled with horsetail hair has a lot of well-proven advantages. Horsetail hair is hollow inside， just like a fine tube， that absorbs water quickly and evaporates it. People often sweat in sleeping， so if your bed absorbs your sweat and evaporates it， your sleep will be greatly improved. “Filling mattress with horsetail hair makes a bed breathe.”

John Cheng told us that Hastens was definitely not the only producer making use of horsetail hair as fillings， but it differentiates itself on selection and manufacturing of raw material. Horsetail hair is hard to come by and demand always exceeds supply. Hastens imports horsetail hair from South America and consumes about 30% of global production every year. Once horsehair hair arrives， it will not be immediately used. It is woven like braids and stored for two years before being laid inside mattress. Other brands weave horsetail hair as blanket and lay it inside mattress， not Hastens. The company works hard to maintain the elasticity of horsetail hair， and therefore retains its quality for years to come.

Apart from horsetail hair， the wool used by Hastens also plays a decisive role. Hastens utilizes only the best wool-those from the back of sheep， the same for premium woolen wear. Not only that， Hastens holds a patent on the proportion of wool and cotton， which not only offers best comfort， but is also fire-proof.

Used by Swedish Royals

As early as 50 years ago， the Swedish royal family selected Hastens as its bed. The family is still using it today. This is the best possible and most reliable endorsement for Hastens. “Consumers do trust us more， and they like the value for money proposition，” said Cheng. But it is entirely up to Jan Ryde， the fifth-generation heir， who markets Hastens successfully worldwide.

In 1097， when Jan Ryde took over the family business， Hastens was just a small local business. Today， it is one of the favorite mattress brands for Nordic households. And it entered into the China market in 2006. Cheng never really worries about competition.

“We care more about customer feedback rather than competition，” said Cheng with a lot of confidence. No products rival Hastens for now， and the company can focus on convincing consumers that it is worthwhile investing in a high-quality mattress.

“Everyone is our target customer， because everyone needs a good sleep.” Not everyone can afford one though. John Cheng thinks he will have an increasing customer base， since the middle class is expanding in China， and many families have hundreds of thousands RMB deposits. Yes， not every family is willing to spend one hundred thousand and more on a mattress， and that is Hastens’ challenge.

Today Hastens has 8 franchisees in mainland China， adding another 4 to 5 by the end of the year. The stores are in first-tier cities and sales are proportion to the concentration of middle class. Next year， Hastens will launch a series of events to interact with consumers， making them experience the beauty of the products. “Mainland customers have yet to see the best that we can offer，” said Cheng.