“Mousse was founded in 2004. At that time, a mattress only cost 300 yuan, and you could even buy furniture and send it directly home. But Mousse did not follow the trend and start a price war. Instead, it took a new approach and created a new category of healthy sleep systems.” Recently, the 20th National Aquatics Center (Water Cube) in Beijing held the
At the 26 Muse Intelligent New Product Launch Conference, Muse Group Vice Chairman and President Yao Jiqing said, “In the future, Muse will take AI as the core and the Internet of Everything as the link to lead the industry in a new era of AI healthy sleep.”
This company from Dongguan, Guangdong has chosen a high-end route since its inception.
In the first half of 2025, mousse AI products achieved revenue of 121 million yuan, a year-on-year increase of more than three times.
This growth occurs in the context of smart home competition shifting from single product parameters to ecological synergy, and the future form of sleeping space is being redefined.
At the press conference, Mousse launched Hongmeng Intelligent Selection Mousse Smart Bed Pro H – DESIGN new product, with “AI +
Ecosystem” strategy builds differentiated competitive advantages and accelerates the transformation from a traditional home furnishing manufacturer to a smart sleep ecological service provider.
New Logic for Operational Growth
In the past ten years, the home furnishing industry has always been labeled as “post-real estate cycle” by the capital market. Corporate growth is highly dependent on the delivery of new homes, and valuations have been suppressed in the 10-15 times PE range for a long time, making it difficult to escape the constraints of the cycle.
Consumer demand has quietly upgraded from “functional consumption” to “value consumption”, and the requirements for technological, scene-based and service-oriented home products have continued to increase. As far as bedding products are concerned, consumer demand has upgraded from “having a bed to sleep on” to “sleeping well”. The lag in innovation on the supply side has made the industry in urgent need of a new growth paradigm.
Currently, most smart homes are still stuck in the “single-machine intelligence” stage. Lighting, air conditioning, curtains, and mattresses operate independently. Users need to switch between multiple software, which cannot achieve technical synergy and maximize efficiency. Especially in the field of sleep, a single smart bedding can only achieve basic adjustments and cannot adjust the overall sleep environment where multiple factors coexist.
As a leading company in the field of soft furniture, Mousse takes the lead in breaking out of the traditional “selling products” mindset and using “hardware + data +
“Service” technology closed loop to build a new business model.
The Hongmeng Intelligent Selection Muse Smart Bed Pro H – DESIGN released this time makes the bed the entrance to continuously generate health data.
During the 8 hours the user spends in bed every day, core data such as heart rate, breathing, deep sleep curve, and number of turns are generated, which is converted into a continuously updated personal sleep health file.
So far, Muse has accumulated more than 1 million ergonomic data and 1.08 billion pieces of human sleep big data, building a sleep big data moat that is scarce in the industry.
By acquiring users through hardware sales, data accumulation to build portraits, algorithm analysis to generate services, and continuous services to enhance user stickiness, Mousse has built a closed loop based on data and services.
As of the first half of 2025, Mousse has more than 4.6 million registered members, laying the foundation for repeat purchases and word-of-mouth communication.
The company’s value measurement standard has thus shifted from short-term “sales volume” to long-term “user asset” operating capabilities, and the market evaluation logic has also been adjusted accordingly.
Operating data shows that against the background of overall weak industry demand, Mousse’s core mattress category achieved revenue of 1.256 billion yuan in the first half of 2025, a year-on-year increase of 1.25%, showing the strong anti-cyclical attributes of the mid-to-high-end market – when consumption returns to rationality, users are more willing to pay for actual value.
Li Xin, chief analyst of CITIC Securities’ must-select consumer industry, 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.
Building an ecological competitive moat
Mousse’s path to breaking through is not to go it alone, but to build systemic ecological advantages through in-depth joint research with global scientific research partners.
In 2022, Muse officially signed a contract with Huawei Terminal BG and became Huawei Hongmeng’s only in-depth partner in the field of smart sleep.
The new product series released this time deeply integrates the Hongmeng ecology for the first time, becoming the first smart mattress to rely on the “Starlight Technology” digital base, six adjustable zones, and enhanced and upgraded portable adjustable functions.
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.”
What supports the strategic transformation is continuous R&D investment and the support of a complete industry-university-research system.
Mousse has 1 national-level CNAS laboratory, 3 provincial and ministerial-level R&D platforms, and a total of 3,589 intellectual property rights, forming a comprehensive R&D system covering AI algorithms, sensor technology, intelligent hardware, and health data services.
In terms of exploring cutting-edge technologies, Mousse cooperates deeply with the MIT laboratory to tackle cutting-edge technologies such as smart fiber sensing, and transforms scientific research results into patent barriers. It also cooperates with authoritative institutions such as Sun Yat-sen University School of Public Health and Guangdong Zhong Nanshan Medical Foundation to jointly build a “smart and healthy sleep ecosystem R&D base” to form a complete industry-university-research closed loop from basic research to application transformation to ensure the intergenerational leadership of product technology.
Mousse is undergoing a reconstruction of its valuation logic, undergoing a transformation from a cyclical stock to a growth stock.
Its business layout has been upgraded, successfully transforming the company from a traditional home furnishing manufacturer to a smart sleep solution service provider, and the 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 the home furnishing industry with a model for breaking through growth bottlenecks: getting rid of low-dimensional price competition and achieving differentiated development through deep cultivation of brand value, cross-field technical cooperation, and data-based operations.
