American luxury bedding producer King Koil announced it will start a franchise program in China's second-tier cities this year as it shifts business focus from luxury hotels to China's increasingly wealthy households.
All King Koil factories operate under a common marketing approach and uniform product specifications.
Because each King Koil factory is independently owned and operated, each is extremely knowledgable about and responsive to its regional markets. This combination of uniformity and regional responsiveness is the key to King Koil's continued growth.
It expects to have 80 stores in China by the end of this year, up from the current 11 in big cities like Shanghai and Beijing.