首页 > 即时动态 > 金汤床：低频刚需变高频商机

金汤床：低频刚需变高频商机

家居百科
2026-03-27 09:54

Transforming Low-Frequency Necessities into High-Frequency Business

Business owners know that the hardest products to sell are those with "low-frequency but essential" demand—products that consumers need but may only use once or twice in their lifetime. Insurance, fire extinguishers, and earthquake protection equipment are all like this. This type of product faces a common challenge: users know it's important, but they're unwilling to spend money on it.

The cleverness of 金汤筑·家之方舟 lies in its innovative product design, which completely reverses this commercial challenge.

How did they do it? The answer is: by incorporating the low-frequency necessity into a high-frequency scenario.

Imagine this: You spend tens of thousands of yuan on a bed, place it in your bedroom, and use it every day for sleeping, reading, and using your phone. It looks beautiful, feels comfortable to sleep in, and you even post it on WeChat Moments. Then, one day, an earthquake hits, and it suddenly turns into a protective cabin capable of withstanding 400 tons of impact, protecting you and your family.

This is the logic of 金汤筑—it doesn't sell you an "insurance" but a "bed." A bed is a high-frequency necessity, something everyone needs; earthquake protection is a low-frequency necessity, something that's not used every day but can save your life in critical moments. 金汤筑 integrates the latter into the former, changing the user's motivation from "spending money for the sake of the unknown" to "spending money for daily consumption."

This shift has completely changed the sales logic of the product.

Traditional disaster prevention products are extremely difficult to sell. You have to repeatedly talk to customers about the probability of earthquakes, disaster cases, and the fragility of life. The customers may be moved for a moment, but they will hesitate when it comes to paying the money—because in their subconscious mind, they think that earthquakes won't happen to them.

金汤筑's sales logic is completely different. When customers enter the store, they first see the bed. You talk to them about sleep quality, bedroom style, and mattress comfort, all of which are issues they are willing to spend money on. Once they decide to buy a good bed, you tell them, "This bed also has the function of becoming a protective cabin when an earthquake occurs." At this point, earthquake protection becomes a "plus point" rather than a "reason to buy." The customer will think: Since I have to buy a bed anyway, why not buy one that can save my life?

This logic has been proven very effective in practice. After the opening of the 金汤筑 exhibition hall in Yinchuan, many customers initially came to buy a good bed, and the earthquake protection function became the key factor in the final purchase decision.

...

For entrepreneurs looking for projects, this might be a worthwhile direction to consider—after all, turning low-frequency needs into high-frequency businesses often results in good projects that can withstand cycles.