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제목 | 멕시코 매트리스 시장동향(2014.12) | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
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게시일 | 2015-12-04 | 국가 | 멕시코 | 작성자 | 강성호(멕시코시티무역관) | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
품목 | 매트리스 서포트 | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
품목코드 | 940410 | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
작성일자: 2014.12.5 작성자: 멕시코시티 무역관 김동천 (dck411@kotra.or.kr)
1. Introduction
○ To study the market for the manufacture, distribution and commerce of the mattress there are several factors to consider and determine the market such as raw material suppliers, promotional factors, manufacturing costs, product pricing, competition(pricing, advertising etc) the socioeconomic level of the end users, the rotation time or renewal of the product, among others.
○ In the same way it is important to know the brands in the mattress market and how to distribute and sells the mattresses, usually the mattresses are sold with the box, it's a sales strategy that attracts many consumers.
○ Most mattress companies have established factories here in Mexico, making it easier and reduces logistics and distribution costs; most renowned brands in Mexico are Sealy, Simmons, Spring Air and America. Whether they are foreign brands, the production is domestic.
○ Brands mentioned before are competing for quality and price, is needed NOMS established by different entities, to ensure that the mattress has different requirements for consumption and use.
2. Market Analysis
□ To do a market analysis is important to know the type of consumer trends, socioeconomic trend just for to know the buying behavior trends which are mentioned below.
○ Buying Behavior Trend according to Mattress Size.
○ The most commonly used size mattress in Mexico, is the double size; 2 out of 3 Mexicans sleeping on a mattress of this kind, Men are more users of the twin size mattress than women, which in turn outnumber men in the use of double mattress.
□ The twin mattress is widely used in young adults(33%), then at older ages than 30 years down tremendously perhaps use to pair up, and after 50 years back to increase the use of twin mattress.
□ This table shows the buying behavior of the Mexican population, consumption ratio mattress size and age is shown. As seen in the table the sample population 30 to 49 years used double mattress and king size, which is at its most active age economy, so more spending power.
Consumer behavior relative age and size of the mattress
Source: PROFECO(Procuraduria Federal del Consumidor) 2012
□ Buying behavior trend according to Socialeconomic categorization
○ The twin mattress is used in the same proportions for the three socioeconomic levels, but when deciding what size mattress up citizens in the higher stratum opt more for the queen and king size. The queen size as well as being characteristic of the high economic class, is more in the north of the country(13%) and is almost zero in the rural area.
○ Table where the ratio of consumption by socioeconomic status and size of mattress is represented.
SEL(Socioeconmic level) Relación de consumo por nivel socioeconómico y tamaño de colchón
Source: PROFECO(Procuraduría Federal del Consumidor) 2012
○ As can be seen in two Tables above, the two results relate the upper middle class aged 30~49 years are consuming mattresses king size and queen size, the King Size is a selective size consumed by the population with higher socioeconomic status.
○ It is important to know the buying behavior and purchase decision making regarding age and socioeconomic status in order to make sales and pricing strategies according to the segments that are going to lead.
□ Buying Behavior according to the product life cycle
○ This analysis is based on the periodicity of purchase in relation to the age of mattress and lifetime of it. Almost one in five Mexicans sleeping on a cushion of more than 7 years old and 45% say they have less than 3 years acquired. On average, the age of the mattresses they sleep Mexicans is 4.7 years.
Relation sized mattress lifetime
Source: PROFECO(Procuraduria Federal del Consumidor) 2012
□ Trend mattress purchase compared to the material
○ The spring mattress is traditional in Mexico. In 2011 it accounted for 68.4% of the market grew by 43.0% in the last five years, according to the Monthly Survey of INEGI. It is characterized by a system of metal, these springs may have biconoids narrowing in the middle(Bonell type) to better suit the weight of the different parts of the body, cylindrical shapes to avoid producing noise with movement and diamond shapes for added rigidity and support.
○ The mattress without springs represented 13.6% of the market in 2011 and grew by 38.7% from 2006 to 2011. According to the magazine ‘Consumer.es’, the types are distinguished as follows: - Foam. It consists of a block of polyurethane which may be of different densities according to the required firmness. - Latex. The block consists of millions latex rubber thread which allows the air to circulate. - From tempur. Type consists of a gel foam changes shape as the weight and body temperature.
3. Distribution Channels
○ The mattresses are sold in specialty stores, furniture stores, department stores and supermarkets. In 2011, the production value of the mattress market in Mexico was worth 3 million 140 thousand pesos(about 240 thousand USD), an increase of 7.7% over the previous year, according to data from the Monthly Industrial Survey INEGI.
○ The sale of mattresses has diversified over the past 10 years. Previously only sold in specialty stores, but department stores began to give importance to the product sale and later convenience stores saw a very large mattress market.
○ The main suppliers of mattresses in the country are Dormimundo - 61 major stores and 163 franchisees; Atlas Stores with 120 stores and 36 furniture Dico branches. In the north of the country Supercolchones has 90 establishments.
○ Other distribution channels are: - Supermarket stores: Waltmart, Sams Club, Costco, Comercial Mexicana, Chedraui. - Department stores such as: Palacio de Hierro, Liverpool, Sears,Viana, Elektra, Famsa, etc,. - Furnitures stores such as: Dico, Fimmsa, entre otros. - Ecommerce such as: Linio, Privalia, Dafitti, Mercado Libre, and others.
○ Due to intense competition in the market, the shops have decided to respond more dedication in selling other products such as recliners and sofa beds.
○ Leading manufacturers of mattresses are Spring Air, Serta, Simmons, Sealy, America, Dunlopillo, Ideal and Restonic. Mattresses sold in Mexico are produced in the country, although some brands are normally imported - from the United States and Belgium.
4. Competition Trend
□ As already mentioned above, foreign companies have their factories in Mexico, just as there are Mexican companies with private label mattresses manufactured and sold in Mexico, mentioned below:
○ Foreign Brands: - Sealy - Simmons - Spring Air - Shelter - Restonic - Sweetdreams - Bondez - Wendy - Relax - Bultex - Bio Mattress
○ Mexican Brands. - America - Don Colchon - Aztlat - Dormimundo - Principe - Carreiro
5. Price Analysis
□ Below is a price comparison table shown by size among both foreign and Mexican brands most representative.
Price List of the most important brands in Mexico (Unit: Mexican Peso)
Note: US$ 1 = 13 MXN
○ The prices in this table includes both the cheapest to the most expensive prices, these prices depend on the type of mattress, technology and quality, according to socioeconomic status or importance of quality mattress, the consumer chooses between these leading brands their purchase decision, as you can see, there is a large variation between prices and brands, all is related to the type of materials and technology mattress.
6. Target Buyers
□ There are two types of target, retailers and wholesalers, for which requirements to be provider needed, such requirements depends on the target you want to introduce the brand.
○ Major retailers - Supermarket stores: Waltmart, Sams Club, Costco, Comercial Mexicana, Chedraui. - Department stores such as: Palacio de Hierra, Liverpool, Sears, Viana, Elektra, Famsa, etc.
○ Minor Retailers - Furniture stores suchs as: Dico, Fimmsa, among others. - Hotels Suppliers, although generally contract directly with distributors mattresses and negotiate special pricing with exclusivity agreements. - Ecommerce Linio, Privalia, Dafitti, Mercado Libre , amongs others.
□ As mentioned in the feasibility study, there is an active market in selling mattresses but everything is monopolized by foreign oligopoly with factories in Mexico as well as the few Mexican companies. There is little possibility of acceptance of a new brand.
7. Aditional Information
□ Expo Inmobiliaria January 21 st to January 24th 2015
○ In this expo mattress brands are involved, exposing and promoting finished mattress and only two companies are going to expose raw material for mattress.
○ Exists an offer to the following statutes: - $ 1,350.00 price plus VAT if you are interested 84㎡ Island. - 16 meals also free. During the fair, 4 meals daily for your sales team. - Carpeting stand without screens why is an island insertion into textual and electronic invitations directory. - And the facilities thay you pay in 3 months which would be from November to January 2015. - An ad in a magazine of furniture. - Square meter price $ 115 dls - The stand includes: · Exhibition Area · Divider Screens · Rotulo with company name · Carpet · General lighting · Contact Light
□ Participants
○ Manufacturers: Carreiro, Canada Mattress, America, Spring Air, Sealy, Mimo, Restonic, Biomattress, Idea, Cuenta Borreguitos sin parar.
○ Raw Material Expositors: Polimeros y Derivados(Raw material ) and Layet and Pias(Machinery to produce mattress).
8. Information in reagard to importing goods
□ Tariff Information
HS Code 940410.04 Description (SIAVI)
□ Import Statistics of HS Code 940410.01
Trade balance statistics of imports 2012~2013 (Unit: US$ Millions, %)
Source: World Trade Atlas
□ Important Regulations in concern with the Product
○ To import mattress, sale, marketing and distribution needs to have several requirements under the Federal Government, the following requirements are: - NMX-A-189 / 1-19 Part 1. General Specifications of Mattresses. - NMX-A-189 / 2-197 Mattress flexible polyurethane foam. - NMX-A-189 / 3-199 Innerspring mattresses. Specifications. - NMX-T-008-1978. Test method for determining the properties of flexible polyurethane foam. - NOM-004-SCFI- 1 Trade Information-labeling of textile products. Clothing and accessories. - NMX-A-84-1965. Test Method for quantitative analysis of materials. Textile. - NMX-A-059 / 1-INN Textiles. Determination of tensile strength. - NMX-A-109-1995- Test Method for determining the tear strength of the woven fabric by pendulum method downhill. - NMX-A-216-1996- Test method to determine the burst strength knitted (Mullen Method Burst). - NMX-A-073-1995- Test Method for determination of color fastness to rubbing. - NMX-A-065-1995-INNTEX. Test method for determination of color fastness to perspiration. - NMX-A-072-INNTEX-2001. Determination textile industry tissue mass per unit length and per unit - NMX-A-004-SCFI-2006, Commercial Information-labeling of textiles, clothing, clothing accessories and home.
9. Conclusion
○ It is a disadvantage situation, because the big competition that exists - one might find potential buyers, but it isneeded for the company to have a price list for possible buyers that help them to have point of comparison with the prices of other brands
Sources - INGEI Data base of consumption of mattress 2012. · http://www.profeco.gob.mx/revista/pdf/est_02/colchones.pdf - Requirements for being a supplier of Wal-Mart and Sams club · https://corporativo.walmart.com/suppliers/ - Requirements for being a supplier of Linio ecommerce: · https://sellercenter.linio.com.mx/condition.
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