Do all the hardware in the house also need to be 'beauty is justice'? NUOMI Talks about Brand Upgrade
*This article is reprinted from the leading home media "Pan Home Circle"
On June 7-10, the 27th China International Kitchen and Bathroom Facilities Exhibition opened grandly at the Shanghai New International Expo Center. After its debut at the Home Expo in March, NUOMI Nomi, a leading hardware brand in the entire house, made a high-profile appearance with a high-end new product matrix, brand spokesperson, and SI image, attracting domestic and foreign merchants to visit and understand. The bustling booth site has become a highly anticipated traffic hotspot for both beauty and strength.
How can Nomi differentiate in the homogeneous home hardware market? Below, please follow Fan Jushi's focus and interpretation of Nomi's gameplay at this exhibition.
Join hands with Tang Yan to upgrade the Nomi brand and interpret "beauty is justice"
Even after a few days of development, the Nomi booth is still crowded with people, and the newly signed top streamer Tang Yan has made her debut as a new spokesperson, attracting a lot of buzz in the industry and further attracting the attention of the pan home furnishing crowd.
As a popular actress, Tang Yan has made her debut for many years and won eight TV ratings. Her refined demeanor and loving family image in her daily life are well known. Fan Jushi believes that Tang Yan's diverse expertise and high aesthetic taste are very in line with the philosophy advocated by Nomi. The joint efforts of both parties have comprehensively interpreted the beauty aesthetics, craftsmanship quality, and intelligent manufacturing strength of the Nomi brand, which is also the essence of Nomi's proposal of "beauty is justice".
At this Shanghai exhibition, the Nomi showroom features a minimalist and high tone visual design, paired with exclusive rice shaped logo patterns and Nomi's elegant appearance, showcasing the Nomi brand's design pursuit of "simplicity, modernity, and high-quality appearance". The exhibition hall showcases all of Nomi's home hardware products that meet the customized needs of the entire house, including solutions for multi scene home hardware, from cabinet systems, wardrobe systems, precision sinks, to basic hardware, intelligent lighting, high definition aluminum, and more. With an integrated product solution that experiences home scenes, the highlight of "beauty" runs through the entire process, deeply fitting the current trend of home assembly.
Nomi took the lead in demonstrating industry brand upgrading, which is the implementation of its mission of "making home life more tasteful". A series of upgrading actions for brand rejuvenation have brought high brand value endorsement and recognition to partners, and have also conveyed positive signals to potential customer groups and merchants. At the same time, it is also a significant measure for Nomi to strive for high-end products and achieve new brand value recognition with consumers.
All series of high beauty new products, showcasing a new aesthetic style of light luxury
The element of "appearance" has always been one of the driving forces for consumption, and the product iteration and update under the Nomi Whole House Hardware Ecological Chain Strategy also dazzles on-site customers with design. At the exhibition, several new intelligent electric storage hardware, intelligent lighting, and sink products, including the Nomi Phantom series intelligent electric lifting cabinets, intelligent electric lifting floor cabinets, champagne rose series dish baskets, Raphael series intelligent electric lifting hangers, and Aifei series damping decorative racks, were collectively unveiled. Cross category product combinations not only maintain consistency, but also have unique aesthetic highlights in individual product design. Nomi has been exploring its own path in product development and control.
With the implementation and promotion of industry trends such as high-definition home furnishings, whole home customization, and integrated upgrading of door and wall cabinets, consumers who have been subtly influenced have increasingly higher overall requirements for home customization.
By seizing the upstream development of Nomi and deeply understanding the common needs of the B/C end, the industry has pioneered and implemented the concept of a full house hardware ecological chain. With the core advantage of the "Four Same Rules" of the same style, color, quality, and brand, it has solved the pain points of large color difference, poor quality, and cumbersome purchasing when users customize hardware, providing greater promotion value for supporting customers and terminal sales.
Based on the strategic advantage path, Nomi also launched a new advertising slogan "All Home Hardware, Light Luxury and Same Color" at this exhibition, conveying the overall home hardware aesthetics with a more consumer oriented communication language to present the brand's unique advantages, further consolidating the competitive barrier centered on design strength.
Accelerated diversified product layout and increased efforts in basic hardware development
Fan Jushi observed that under the influence of appearance economy, people's demands for customized homes tend to be humanized, artistic, and intelligent. When consumers choose customized home hardware products, they begin to pursue a high degree of unity between humanized functions and material appearance. The overall requirements of consumers for home customization, as the "soul" of furniture hardware accessories, are also closely following the trend of evolution, transitioning from single products to multiple categories in parallel.
In the Nomi Exhibition Hall, Nomi still maintains its focus on the basic hardware sector under the layout of multiple categories of "blooming and fruiting". The flagship new product brought by this exhibition, the bullet head one line base hinge, is inspired by the high-speed railway Fuxing. The fully hidden and minimalist integrated design has made many adaptations to match the high-end home, defining a new form of hinge with high aesthetics.
Other new products should not be underestimated, such as the newly upgraded Lingyao series hinges with electroplating technology, hidden damping two section small full pull slide rails with a maximum pull-out stroke of 90%, and a new 10KG large load-bearing mini flip up support, which continue Nomi's reliable and durable reputation as always.
With the completion of the 60000 square meter investment in the high-end basic hardware production and research base of Nomi, which carries two major functions of technology research and intelligent manufacturing, Nomi's strength in the basic hardware sector will be further upgraded, becoming an absolute powerhouse with leading technology, quality, and scale.
In the view of Fan Jushi, relying on the trend of "traffic entry" of basic hardware in the whole house customization business, Nomi accelerates the deepening of multi product layout and leads the way, continuously driving the high-end brand card, and continuously updating high appearance new products that meet the needs of the times to respond to consumers' overall, artistic, and high appearance needs. At the distribution end, Nomi promotes channel sales with new flagship products, accelerates the development of investment in blank cities, promotes the comprehensive acceleration of channel layout, and gradually forms a new situation of complete product matrix and comprehensive channel services.
Seizing the opportunity to enter the fast lane of development, Nomi has a promising future
According to industry reports, the Chinese furniture and hardware industry market will develop towards high-end, fashionable, and intelligent directions. It is expected that by 2025, the market size of home hardware will reach 500 billion yuan.
Fan Jushi can be certain that with the stock of housing occupying the mainstream of real estate, the lagged furniture retail curve will be smoother. Under the control of Baojiao Building, the increase in delivery volume will drive the consumption of real estate products such as home appliances, furniture, and building materials in the later cycle, contributing to beneficial growth. The decreasing increment has brought about the "internal competition" in the home hardware industry, which has raised the standard threshold. Enterprises without brands, independent research and development capabilities, and low added value that rely on low quality and low price competition to obtain market space will gradually be eliminated.
The industry will gradually develop towards intensification, standardization, and branding in the next step. Like Nomi, we will take the lead in completing the entire brand upgrade, product matrix planning, and overall market layout, and our leading position will continue to strengthen. It is not difficult to see that Nomi's strategic tentacles are not only down-to-earth in maintaining sales volume, but also targeting high-end incremental circles to create a new business card for China's high-end home hardware.
Fan Jushi believes that Nomi has built a sustainable value chain system from brand building, product research and development to production system. Under the opportunities of the times, Nomi's long-term continuous investment and accumulation in the entire home hardware industry chain will transform into a huge overall advantage - forming product strength with "integrated design", empowering brand strength with the brand's brand vision endorsed by Tang Yan, and upgrading business with global partners.
After all, the "integrated mode" of Nomi's overall hardware solution is highly consistent with the current trend of home decoration from single item to scene, from single space to whole house customization, and from half package to whole package upgrade. By laying out terminal channels, we will acquire a large number of C-end customers and establish strong customer stickiness. We also have the synergistic effect of B-end bulk customers such as real estate engineering, home decoration companies, and customized home factories, which is expected to form a resonance between products, channels, and customers, ultimately empowering a comprehensive acceleration of market performance.
