When more and more contemporary people are troubled by sleep problems, soft home furnishing brand Muse has been thinking about how to make people sleep better.
On the eve of the 26th World Sleep Day, Beijing Water Cube held a science and technology ceremony on “How to sleep well for one third of your life”.
Yao Jiqing, vice chairman and president of Mousse Group, said that when Mousse was first established in 2004, mattress companies generally relied on price wars to win the market, but Mousse took a different approach and created the category of healthy sleep systems.
Today, Mousse once again cooperates across industries, and for the first time it has in-depth cooperation with Huawei’s Hongmeng Intelligent Selection ecosystem to jointly develop and launch a new product, Hongmeng Intelligent Selection Mousse Smart Bed Pro H – DESIGN.
After more than 20 years of enterprise development, the demand for mattress products has jumped from “functional consumption” to “value consumption”.
The national average sleep duration has shortened to 6.9 hours, and 70% of people wake up at least once at night. “Short sleep” and “easy to wake up” have become the core dilemma. 70% of the respondents said that “the more they sleep, the more tired they become.”
Huang Zhili, Chairman of the Chinese Sleep Research Association and Distinguished Professor of Fudan University, pointed out that the public’s pursuit of sleep has advanced from “sleeping well” and “sleeping soundly” to “sleeping well”, and sleep management has entered the 3.0 era with spinal health as the core fulcrum and the pursuit of systematic and scientific development.
This is where Mousse comes in.
The new product released this time is deeply integrated with Hongmeng ecology for the first time, becoming the first smart mattress in the industry to rely on the “Starlight Technology” digital base.
From then on, the smart bed is no longer an isolated piece of hardware, but a sleep center that can be non-inductively linked with lighting, curtains, air conditioning, and fresh air systems, completing the transformation from “people adapt to the environment” to “the environment actively serves people.”
Muse is deeply bound to the Huawei Hongmeng Smart Selection ecosystem, based on in-depth joint research at the underlying code level.
Chen Wenze, CTO of Musi, revealed that the new product’s StarLight technology enables fast network distribution, ultra-low latency, and stable connection in complex environments.
Mousse’s path to breakthrough is to build a technical closed loop of “hardware + data + service”.
By accumulating more than 1 million ergonomic data and 1.08 billion pieces of human sleep big data, it has built a sleep big data moat that is scarce in the industry.
Acquiring users through hardware sales, data accumulation to build portraits, algorithm analysis to generate services, and continuous services to enhance user stickiness. This closed loop allows Muse’s value measurement standard to shift from short-term “sales volume” to long-term “user asset” operating capabilities.
Operating data also confirms the effectiveness of this path.
In the first half of 2025, against the background of overall weak industry demand, mousse AI products achieved revenue of 121 million yuan, a year-on-year increase of more than three times.
The core mattress category achieved revenue of 1.256 billion yuan, a year-on-year increase of 1.25%, demonstrating the strong anti-cyclical attributes of the mid-to-high-end market.
Mousse’s transformation is reconstructing its valuation logic, from cyclical stocks to growth stocks.
Its business layout has been upgraded from a traditional home furnishing manufacturer to a smart sleep solution service provider, and its profit model has also been upgraded from a single hardware sales to a diversified model of “hardware + ecological value-added + technical services”.
More importantly, Mousse’s development path provides a model for the home furnishing industry to break through growth bottlenecks: get rid of low-dimensional price competition and achieve differentiated development through deep cultivation of brand value, cross-field technical cooperation, and data-based operations.
Li Xin, chief analyst of must-select consumer industries at CITIC Securities, pointed out that in the field of home intelligence, smart home appliances are the first to achieve technological breakthroughs and market popularization, becoming the leading intelligent sector in the industry.
Deeply empowered by technologies such as the Internet of Things and artificial intelligence, software homes are ushering in golden opportunities for intelligent upgrades. With scene integration and experience innovation, they are expected to become the core growth pole for the intelligent development of the home industry.
