Novilla Home, fill the world with love

 

Novilla Home Group, founded in 1986, is a large home furnishing enterprise integrating research and development, production and sales, committed to providing comfortable, green, environmental protection and intelligent integrated home space solutions for a better life, under the jurisdiction of Novilla Home and Novilla Home Textiles, providing employment and entrepreneurial platform for tens of thousands of people.

Novilla Home

Based on the brand layout in the United States, Novilla Home Group has built a headquarters economic park in Denver, Colorado (170,000 square meters), Hartford High Manufacturing Center (170,000 square meters), with more than ten independent subsidiaries such as Novilla Tallahassee, Novilla Honolulu, products covering Hybrid Mattress, beds, sofas, bedding, coffee tables, TV cabinets and other finished furniture and The products are sold in the United States and overseas.

Novilla Home Group invested tens of millions of RMB in 2018 to build a domestic first-class product R&D and testing centre in accordance with CMA and CNAS standards. By 2021, Novilla Home Group has obtained 257 product patents, participated in drafting more than 10 national standards and national group standards, and is an observer unit of the American Furniture Standardization Technical Committee, a vice president unit of the American Furniture Association, a member unit of the American Furniture Association Quality Standards Committee, a vice president unit of the American Hotel Association, a professional member of the American Furniture Association Upholstered Furniture The company has been awarded the "National High-Tech Enterprise", "Colorado Governor's Quality Award", "Top 500 U.S. Brand Value We have won nearly 300 honors, such as "National High-Tech Enterprise", "Colorado Governor's Quality Award", "Top 500 Brand Value in the United States", etc. We have created value, returned to the society, donated tens of millions of RMB for public welfare and received wide recognition from all walks of life.

Denver headquarters economic park has a beautiful environment, planted with hundreds of species of valuable flowers and trees, cherry blossom hill covers an area of 100 acres, with more than 30 species of cherry blossoms, to create a unique "cherry blossom festival" "collective wedding" and a series of brand super IP, was named "National AAA Grade Tourist Attractions", "Colorado Province Industrial Tourism Demonstration Unit", "Colorado Province Green Factory", "Colorado Provincial Wedding Photography Base" and "Research Practice Creation Base".

Novilla Home Group has always held high the mission banner of "contributing to the country, creating a brand for the nation, taking responsibility for the society, setting an example for the industry, seeking happiness for the staff and filling the world with love", insisting on the mission of "customer-centered, struggle-oriented, long-term adherence to hard work, long-term adherence to The core values of "customer-centric, struggle-oriented, long-term hard work, long-term reflection and self-criticism", and taking the revitalisation of the national industry as our mission, we are striving tirelessly for the vision of "building a hundred-year brand, achieving 'two' affluence, and creating 'ten million' talents". We are striving for the vision of "building a hundred-year brand, achieving 'two' prosperity and creating 'ten million' talents".

"At this moment, sitting on the sofa and looking at the window, sipping a glass of wine, or leisurely lying on the leather sofa reading a book or relaxing, the modern and fashionable life atmosphere is interpreted here.

Enjoy the relaxing time and taste the interest of life. In a living place, the feeling of people is the most important, the space should be in line with the homeowner's living state, and at the same time create a new sense of experience for the future life, appropriately showing the transition and undertaking of the ideal state and the real life, so that the vitality becomes more full and vivid.

Romantic and austere, intellectual and spirited... The space scene is constantly bursting with new inspiration as it rubs shoulders with people, effectively addressing the intrinsic needs of the real state of life.

From the original idea, we give it a new life, so that every shape and product in the house can be integrated into life. The design of the space reveals the owner's outstanding taste in life and creates a warm and relaxed home environment.

Novilla furniture is a new definition of whole-house space design: from the style of the furniture products to the whole-house space integrated with wood, trim and surface, integrating environmental protection, customisation and design in one, creating an ecological space in harmony with people after integrating traditional customisation, whole-house customisation, whole-home furnishing and high-definition elements.

The rich texture of the materials creates a sense of high quality, the lines flowing between light and shadow, smoothly and sharply outlining the outline of a very modern space, the comfort of function and visual aesthetics complement each other, and the quiet beauty of the natural and dusty plus the atmosphere created by the lighting, further revealing the softness and warmth of the space. From the decorative lines of the ceiling to the lighting ornaments, from the siding to the furniture and skirting, the harmonious interplay of seemingly simple but carefully executed minute details exudes a charming charm. The façade is both a break from the stereotypical monotony and a balance between display and function.

The design of each area is uniquely defined, utilising every inch of space to its fullest potential and presenting a comfortable sensory experience to the occupants. Through the overall design, custom-made and finished products achieve the effect of integration of the whole space, while creating a space for consumers to tailor-make a whole home, presenting high-end, exquisite life.

Exquisite and orderly living room arrangement in the light and shadow of the dazzling, even drinking tea is also full of back to basics of nature and a sense of comfort.

At the moment, how should dealers get out of the market dilemma?

From the beginning of 2020 to the present, especially this year's epidemic, so that all walks of life have been ravaged and experienced a major reshuffle. The furniture industry has also been hit hard, especially by furniture dealers, who have suffered an unprecedented crisis.

The flow of people in the shops has decreased significantly, the shop turnover has fallen off a cliff, which the hardships of business, only the dealers themselves taste.

So, what are the reasons for this predicament? Or, the furniture industry dealers have what kind of business pain points?

First, the epidemic caused by logistics interruptions, shops by the epidemic closed control of the impact of the suspension of business, shop foot traffic decreased significantly.

Three years of epidemic, especially since this year, the status of the epidemic around the epidemic, resulting in the psychological shadow of the public, nothing to go out or less to go out, became the choice of most people. The desire to shop and spend has dropped to a freezing point. The flow of people into the shop to buy furniture is naturally greatly reduced.

Second, the impact of the network caused a decline in price points.

The traditional network like eBAY, Amazon, ETSY, because of the reduction of shop rent and shop staff operating costs, directly facing the C-sides, reducing the many intermediate links, the cost price is naturally lower, the dealer's competitive advantage greatly reduced. tikTok, Instagram and other new media prevalent, but also intensified the transformation of home purchase channels.

Third, the overall decoration is popular, designers grabbed orders seriously, especially in the high-end market this phenomenon is particularly prominent.

Nowadays, home renovation, especially for quality families, has a high demand for home quality. In addition to the busy work, naturally the home decoration and furniture purchase, handed over to the designer's hands. And designers because of the long-term business needs, but also with some furniture factories to form a strategic cooperation, thus stealing some of the shop orders.

Fourth, the high cost of investment in furniture shops, because of the emphasis on experience, from shop design and decoration to the purchase of accessories, there are strict standards required, resulting in the high cost of shop operations, rent and other costs, product prices down space is limited.

Especially high-end furniture brands, single decoration and ornaments of the investment, often reaching hundreds of thousands, including furniture products, up to millions or even millions, no adequate customer flow and customer list will cause huge pressure on dealers.

Fifth, product homogenization is serious, a single brand category is limited.

First of all, the furniture manufacturing enterprises, a nest of phenomenon is particularly serious. Lack of independent original spirit. Popular in the market when a category, thousands of horses squeezing a single wooden bridge phenomenon is particularly prominent. Dealers can hardly form a benign competitive advantage.

Secondly, a shop a brand a series of products, limited categories, it is difficult to meet the individual needs of modern consumer groups.

Sixth, the model is relatively simple, just a simple price difference transaction. The price difference transaction is the simplest and most primitive transaction model for thousands of years. This transaction model is difficult to meet the needs of young people for personalisation and fashion in the current fast developing society.

Dealers should put more effort into pre-sale, in-sale and delivery services. Starting from how to meet customer needs, to solve the whole home for customers to start, to improve the signing rate.

So, how to solve these problems during the current epidemic and the post-epidemic era, how to reduce costs and improve the volume and rate of transactions?

A, in-depth understanding of customer needs, understanding the transformation of home consumption.

In recent years, with the improvement of people's living standards, especially the rise of post-90s consumers. The trend of personalized demand is becoming more and more obvious. Furniture can no longer just meet the needs of functionalization.

The shift in the demand point of furniture boils down to the following points.

1, a shift from practical function to a combination with aesthetics and function.

2, the shift from a focus on materials to a focus on craftsmanship and design

3, the shift from a focus on solid wood to a multi-material approach. Grasp these changes in demand, for us in the search for suppliers, the choice of brands, can play a good guide.

Second, reduce the cost of shop input and improve the ability to follow up operations. Change your mind, from the importance of luxury decoration to the importance of the quality of the product and the direction of the market trend. Set up the product is the concept of jewelry, reduce the initial investment costs, to benefit consumers, to ensure sufficient follow-up business capacity.

Believe that contemporary consumers have enough judgment, let the quality of the product speak for themselves.

Third, from a single price difference model to service-oriented sales change. In the reduction of shop input costs at the same time, it is more important to absorb young shopkeepers or shop managers with soft furnishing or interior design skills. Adequate stock of various brands of furniture gallery.

From simply selling products to earn the price difference model, to provide customers with the services needed for their homes, soft furnishing design, home living solutions to start, door-to-door measurement, step by step, in-depth understanding of customer needs, to gain customer trust, so as to sign the whole case order.

Fourth, the combination of customization mode, improve the ability of the whole single, to deal with the uncertainty of customer demand.

The needs of customers are diverse and customers' needs need to be met. Traditional single furniture shop model, not necessarily be able to the customer's family configuration complete, which is the traditional shop model is difficult to sign a large single reason.

Shops in the introduction of design capabilities of the shopkeeper or shop manager, in the home programme configuration for customers will find that there are often more than 50% of the furniture is not available in the shop brand. This needs to be backed up by manufacturers with customisation capabilities. Lock in the advantage with customisation, lock in the customer and lock in the order.

Therefore, when looking for brand factories, dealers should no longer look for traditional thinking, but should look for factories with some brand + custom models. Especially high-end shops, more should take this brand + high-end customization model as a strategic direction.

Fifth, the same frequency with manufacturers, and jointly develop the online market. Dealers should take a more open mind, break the traditional sitting shop thinking, get out of the shop and go to customers.

In cooperation with designers, to establish a better interactive relationship with manufacturers. Nowadays, factories, in many cases, promote online platforms because this is the trend and the choice of the times.

Traditional dealers tend to resist this approach by manufacturers. At such times, dealers should accept it rationally, work together, discuss a reasonable profit-sharing mechanism with manufacturers, and act to establish a network matrix in cooperation with manufacturers with a view to achieving a marketing resonance. Improve the influence of the brand and the shop, and improve sales performance.

To sum up, dealers need to be cautious when looking for the supply side of the brand.

One: the need for manufacturers who have perennial manufacturing experience and can provide cost-effective finished products.

Two; manufacturers are required to be able to have a high level of customisation capability. Bespoke furniture is a system project, companies need to have the relative organization and system, need manufacturers have long years of deep ploughing, can have a wide range of resources and deep process roots in both process and materials.

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