From NUOMI's official promotion of Tang Yan to see the upgrading and transformation of home hardware brands

At the beginning of the first quarter of the new year, home furnishing brands are all working hard and taking the lead in launching a counterattack. However, compared to previous years, the situation is somewhat different. In the upstream of the industry, the hardware industry, which is accustomed to being low-key, has also begun to spring up. Recently, a phenomenon worthy of industry attention is that the home hardware brand NUOMI Nomi (referred to as "Nomi") has launched a new logo and brand image, which may not only be a top-down strategic layout for the enterprise, but also trigger a "catfish effect" in the home hardware industry.

NUOMI New Logo/Image Source Official WeChat

However, the non-stop Noemi once again released a "big move": announced the signing of the famous actor Tang Yan as the brand's new spokesperson, which will enable Noemi to cook oil, flowers and brocade on the way to the high-end brand, and invest heavily, showing the brand's confidence in future development, which can be called Rocket in the beginning.

Tang Yan and Nomi General Manager Huang Jianrong hold a signing ceremony/official WeChat account of Tuyuan

1. Nomi and Tang Yan work hand in hand, and beautiful and powerful factions appear together

Home hardware brands that have always given a strong impression usually use male celebrities as spokespersons. Why did Nomi choose actress Tang Yan as the brand spokesperson "in a different way"?

Looking back at Tang Yan's resume, she is a national level sweetness goddess with a bachelor's degree at the Central Academy of Drama. Whether it is a popular TV series or a large screen movie, she is proficient in handling different types of characters: Zixuan, who dares to love and hate in "Legend of the Immortal Sword and Heroes III", Zhao Mosheng, who is affectionate in "Why Sheng and Xiao Mo", Li Weiyang, who is intelligent in "Splendid Wei Yang", and Xiao Yanyan, who is competitive in "Yan Yun Tai"

Tang Yan has demonstrated her dedication and love for the entertainment industry, winning eight TV ratings championships after many years of debut. Her numerous honors and awards are also a recognition of her performance strength, which can be considered a combination of idol school and strength school.

Off stage, Tang Yan has a high-end fashion sense and has endorsed luxury brands such as Shiseido, Valentino, and Swarovski. Tang Yan's hard power and excellent taste are highly compatible with the Nomi brand. According to industry insiders, in the home hardware industry, Nomi's years of unwavering pursuit of product quality have earned it a good reputation in the industry. Both are representatives of both internal and external cultivation, and beneath their extraordinary and refined appearance, their charm lies in their inner connections.

Under the consensus of "aesthetics is a form of productivity", bridging the inner beauty of Tang Yan with the product beauty of Nomi, breaking the barriers between characters and products through deep integration, and injecting aesthetic vitality into the brand.

At the same time, Nomi's deeper consideration is that Tang Yan's ability to manage family happiness is well-known in the industry, her immortal love is enviable, and her life with her husband and children is also enjoyable, confirming the principle that a beautiful family nourishes personal growth. Tang Yan's interpretation of the philosophy of a happy family is essentially consistent with Nomi's mission of "convincing family members, creating value for customers, and making home life more tasteful".

Finally, it is undeniable that Tang Yan has always been a high attention star, and the hardware industry is a representative of cold attention. The confrontation between hot and cold usually forms a strong airflow, which may bring a long awaited spring rain to the dormant home furnishing industry for three years, stimulating the vitality and vitality of the industry's recovery.

2. High Dingfeng is strong, signing with Tang Yan to assist in high-end brand construction

According to the "High end Lifestyle White Paper for High Net Worth People in Mainland China", the total number of high net worth people in mainland China reached 2.2 million in 2020, and it is expected to continue to grow at a compound annual growth rate of about 10% until 2025.

These reflect the home furnishing consumer industry, which means there are still many areas that need to be urgently improved to meet the living quality of high net worth individuals. In recent years, with the integration of home appliance design and integration, the demand for high-end home decoration such as integrated refrigerators and cabinets, and integrated large rock panels has exploded, and the concept of "high definition" in customized homes has also emerged. This wave has also affected the public's demand for high-quality customized home furnishings, and home furnishings leaders have increased their investment in relevant tracks.

NUOMI High Definition Aluminum Application System

As a segmented market with high threshold and strict standards, Gaoding cannot let go of any aesthetic details. It is the "best partner" of hardware accessories with Gaoding, and users' demand for a unified color and style of the latter is also increasing.

Nomi, who has been deeply involved in home hardware for 19 years, focuses on cabinets and wardrobes as the primary functional storage hardware. Its excellent quality reputation and high appearance matching design have always been well-known in the industry, and its market share has been at the forefront of the industry for years. With the advantages of self built intelligent manufacturing factory system and research and development, Nomi has identified the development trend of Gaoding and pioneered the concept of "whole house hardware ecological chain" in the industry. It has expanded and opened up six categories of cabinet functional hardware, wardrobe storage hardware, precision sink, basic hardware, intelligent lighting, and high-order aluminum application, forming a clear product strategic layout.

NUOMI wardrobe storage hardware system

The "Four Same Rules" proposed by Nomi Innovation are based on the design of the same style, color, quality, and brand, achieving the same style and color for all visible hardware from top to bottom and from outside to inside. Hardware accessories with different functional attributes have a color matching rate of over 95%, meeting the uncompromising requirements of Gaoding Home for aesthetic details.

NUOMI Cabinet Functional Hardware System

However, in the high-definition field, product refinement is just a benchmark. To hit the minds of the high net worth group, deep communication is still needed at the brand culture, aesthetics, and design levels.

For Nomi, choosing celebrity endorsers is an effective market strategy: users pay attention to and trust brand endorsers, and then have an interest in understanding the brand, products, and technology being endorsed, which is a very smooth cognitive path. Hardware products are no longer a cold existence, but a catalyst for ideal living with temperature and emotional connections.

In a media environment that emphasizes image strategy, content strategy, and keeping up with the times, what type of celebrities to collaborate with to leverage brand upgrading is the next step for Nomi's thinking.

Nomi did not choose to collaborate with traffic oriented celebrities, although their voice and fan base may be stronger, which may trigger a temporary halo effect. However, hardware products have the attribute of intermediate products and are usually operated through a distributor model, not directly facing the C-end. The business model of traffic stars and the spirit of craftsmanship advocated by the brand may differ, and the result may be counterproductive.

Building a diverse core competitiveness of the brand requires the support of "hexagonal" celebrities. Choosing Tang Yan not only helps Nomi establish a tonal and high-quality brand identity, but also adds rich aesthetic dimensions to its quality reputation.

3. Aesthetic competitiveness blooms in multiple areas, and brand influence reaches a higher level

After Tang Yan becomes the spokesperson for the Nomi brand, it can be foreseen that more and more high net worth consumer groups will establish mappings and associations with Nomi through her, which will inevitably demand higher standards for the Nomi brand. Therefore, Nomi needs to continue to extend its brand breadth and innovation depth to meet the expectations of higher-level consumers.

Firstly, in the national marketing network of over 100 major distributors across the country, they are the "nerve endings" of Nomi in the market, making it easier to accurately reach users with the brand's signals. In the near future, the new brand image created by Nomi and Tang Yan will be showcased throughout product promotion events such as home stores, display spaces, and advertising placement. Leveraging celebrity resources, Nomi also conducts year-round marketing communication for brand concepts and key new products, subtly implanting the brand's ideal of pursuing aesthetic taste and lifestyle.

NUOMI New Visual System/Image Source Official

Secondly, Nomi advanced his exploration of aesthetic upgrades by sticking to the moat of quality. In addition to discovering Tang Yan's unique inner beauty, we also extend the blade of aesthetic transformation to ourselves. For example, the previous logo and brand image have been revitalized, in line with international aesthetic trends; Afterwards, there is a reshaped exhibition hall space and exhibition "stage" to showcase the beauty of display.

At the headquarters, in order to sort out the logic of new commerce and new consumption, Nomi also invited well-known design agencies to upgrade the Gaoding exhibition hall, using design as the starting point and beauty and display as the content to output a minimalist and luxurious aesthetic, leveraging the strong bond of commercial display space, silently integrating the entire house's hardware and materials into the scene aesthetics, and setting a flagship store standard for dealers.

NUOMI New Exhibition Hall Image/Image Source Official WeChat

From March 28th to 31st, Nomi participated in the 51st China (Guangzhou) International Furniture Expo with a renewed image, trendy new products, and cutting-edge space design concepts. The Nuomi New Exhibition Hall showcases a new insight into high-end urban life, becoming the focus of attention for many merchants and media throughout the venue, and further verifying the potential for brand upgrading.

Since the beginning of the new year, Nomi's brand combination has emerged one after another, demonstrating its ambition to seize the mid to high end market during the wave of turmoil in Gaoding. Unlike the slogan like oath, Nomi's true courage lies in the stable implementation of high-end brand engineering construction. This practical spirit of "doing one into one" is inseparable from its years of immersive product strength.

As its brand name suggests:

No, I promise. A promise is worth a thousand gold, the foundation of a company's foothold;

Meters, nanometers, fine also. Striving for excellence and meticulous professional spirit.

Sit still and act, truly worthy of the name, Nomi is interpreting the meaning of the name through actions, writing a new brand story about the commitment and craftsmanship spirit of Made in China.