《私人飞机》独家对话海丝腾亚太区总裁郑旭光

《私人飞机》：海丝腾有没有为迎合中国内地的消费者特别推出的产品？

郑旭光：鉴于中国内地消费者的习惯，目前在内地销售的床垫是海丝腾产品中最硬的一款，虽然和市面上大多床垫比起来依然较软。在中国内地，大多数顾客把床当做家具的一种，倾向于通过外表挑选床。然而评判床的好坏并非只根据外观，而在于它是否能带来最好质量的睡眠。中国内地顾客对于床的第二个误区则是，软床对颈椎等身体部位的舒展度有影响，因此偏向于睡硬床。但真正的好床，如海丝腾的床，在设计上是符合人体工程学的，即便很软也会按照人体的姿势和弧度来自行调整，不会随着一处的下陷而导致整张床出现凹处。

《私人飞机》：DUX、海丝腾这两款来自瑞典，并以高价闻名的床垫相继进入中国市场，为什么高端床垫皆产于北欧？

郑旭光：这和北欧的地理位置及气候有关。北欧地区因纬度的关系，会出现较极端的天气状况。北欧夏天的白天很长，因此黑夜很短，如何在短时间的夜里拥有高质量的睡眠，成为北欧人民所力求的事。冬天的北欧与夏天相反，白日变得奢侈起来，每天都有漫漫长夜要度过，而保证长时间的有效睡眠，成为北欧居民又一项需要面临的挑战。

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.

创造好睡眠

从香港理工大学毕业后，郑旭光曾前前后后从事于席梦思、宜家等家具公司，试过的床不计其数。这样的从业经验让他不仅对床格外挑剔，更总结出一张好床创造出好睡眠的益处所在：其一，好睡眠会让你的头脑更清晰以便做出好的决定；其二，好睡眠会保证你的健康指数；其三，好睡眠会让你有个好脾气。而与海丝腾的邂逅不仅使郑旭光证实了自己的总结，还让他坚定了“睡眠改变世界”的理念。

任海丝腾亚太区总裁职位前，郑旭光曾到瑞典的海丝腾总部和工厂参观，其间下榻在总部附近的一家酒店，这家酒店使用的便是海丝腾的床。经过头一晚的睡眠，郑旭光还没有亲眼目睹海丝腾床垫的制作过程，便被其产品所折服。“那天早晨我起床后感觉非常好，从床上下来身体轻飘飘的，整晚像没翻过身一样。”郑旭光这样描述那晚的神奇体验。

经过瑞典之行，郑旭光已不再把推广海丝腾当做一份新工作来看待，更是为了让世上更多人拥有和自己一样的奇妙体验，享有高质量的睡眠。“试想当我们每个人都保有好的睡眠，自然而然能够做出更好的决策，用好脾气来对待每个人，同时兼顾健康的身体，那么这个世界也会变得更加美好。”

纯天然的质地

到底什么样的床有着可以改变世界的作用？曾经有调查研究显示，人睡在天然制品上，睡眠效果远超非天然制品的床。海丝腾床垫中使用的所有填充物都源于纯天然，这之中的一大功臣便是马尾毛。海丝腾最早是做马鞍出身，在当时的瑞典，采用马尾毛当填充物是一件很普遍的事，因此马尾毛不仅被用于马鞍内部，还用于其他家具，包括床垫中。

用马尾毛当床垫的填充物有许多优点，并具有科学依据。马尾毛本身是空心的，就像一条细管，具有快速吸收水分并将水分挥发的功能。人在睡眠时经常会出汗，如果床可以吸收人体排出的汗水并将其挥发到外部，会最大限度地提高睡眠质量。“将马尾毛铺于床垫内，使得床好像会呼吸一样。”

郑旭光介绍，与其他采用马尾毛当填充物品牌的床垫不同，海丝腾在马尾毛的挑选和制作上也有着自己独特的一套。首先马尾毛本身就是一种稀有物品，产量供不应求，海丝腾目前使用的是进口自南美的马尾毛，每年消耗量达到全球约30%的产量。马尾毛购买回来后不会马上被用于床垫内，会先以编辫子的方式将所有马尾毛编好并放置两年之久，而后再打开平铺于床垫内部。与其他品牌将马尾毛用针线编织成毯状再铺于床垫内不同，海丝腾的这种做法可以最大限度地保持马尾毛富于弹性的特点，即便使用很多年，马尾毛的品质依旧不变。

除了马尾毛，海丝腾采用的羊毛也起着决定性的作用。海丝腾使用来自羊的背部（全身最好的毛）—— 这里的羊毛通常被用于高档羊毛衣物制作中。另外，海丝腾还申请了自己的羊毛和棉花的比例专利，这个比例不仅使棉花和羊毛的组合能提供最大的舒适度，同时还能起到防火的作用。

瑞典皇室御用

60年前，海丝腾被首次选为瑞典皇室御用产品，并沿用至今。瑞典皇室御用产品的名号，可说是海丝腾最好且最可信的广告。“有了这一加持，消费者不仅对海丝腾更信任，也会买得物有所值，是产品的一项保证。”不过在谈到真正将海丝腾推广给全球消费者时，郑旭光明确地表示，几乎可以说是海丝腾的第五代继承人——Jan Ryde一人的功劳。

其实在1987年，Jan Ryde接手家族生意之前，海丝腾只是一家在瑞典本土经营生意的小公司。现在，海丝腾不仅是北欧民众最爱使用的床垫之一，更在2006年进入中国市场后迅速攻占高端床具市场。作为全球数一数二的高端床具品牌，郑旭光从未担心过市场竞争。

“我们的竞争对手来自顾客的想法，而不是某个品牌的产品。”郑旭光自信地表示，如果单纯论产品，目前市场上没有哪个品牌的床可以和海丝腾相提并论，他们最需要战胜的是顾客的想法，如何使顾客愿意花高价购买海丝腾的床，如何让顾客认为海丝腾的床值得花高价去买。

“每个人都是我们的目标客户，因为每个人都需要睡眠。”但考虑到价位的问题，显然不是每个人都有能力购买海丝腾的床，不过郑旭光相信，客户人群会越来越大。中国的中产阶级群体在扩大，拥有十几万元存款的家庭很常见，但是不是每个家庭都愿意拿出十几万元去购买一张床，这不仅需要市场调查，也是海丝腾进入中国后面临的挑战之一。

目前，海丝腾在中国内地共有8家商，到年底时，还会再增加4～5家店。这些店面主要集中在一线城市，销售状况和中产阶层的集中区域成正比。明年，海丝腾将通过一系列与消费者互动的活动，让顾客切身体验海丝腾床所具备的好处，因为“目前中国的消费者还没有完全认识到一张好床可以给人带来的好处。”

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.