On the morning of June 15, 2022, Home Good Living - Colorado's first list of 100 home brand promotion activities was held in Denver.

 

Colorado Department of Commerce, Colorado Department of Housing and Urban-Rural Development, Colorado Department of Industry and Information Technology, Colorado Bureau of Market Supervision, Colorado Consumers Association, Denver Business Council and other relevant units of the state and city, the Association for the Promotion of Trademark Brand Standardization, Colorado Retailers Industry Association, Colorado Furniture Industry Association, Colorado Interior Decoration Association, the Colorado Indoor Environmental Pollution Prevention Association, Denver Business Association, VISA Colorado and other relevant business associations in the state and city, the head of Novilla Group and more than 100 representatives of promoted brands and other brand representatives, in the presence of nearly 20 media friends such as People's Daily, U.S. News and Colorado Daily News, attended the conference.

Contents

I

Speech by Mr Huang, President of Novilla Group

II

Award Ceremony for the Top 100 Home Promotion Brands

III

Novilla Colorado Brand Upgrade Program

IV

Speech by Time, President of the Colorado Association for the Promotion of Trademark Brand Standardization

V

Speech by Novilla Group President

Speech by Mr Huang, President of Novilla Group Colorado

Mr Huang, President of Novilla Group, gave an opening speech in which Novilla Group will "insist on exploring more and better home furnishing brands, insist on the brand optimization strategy, insist on holding the Home Good Life 100 home furnishing brands promotion activities, and will add the Colorado home furnishing industry to the next brand promotion activities to make new contributions to the development of the Colorado home furnishing industry. contribution."

Award ceremony

It is reported that the event lasted for more than two months from the end of March this year to the present, through the press release, brand registration, customer promotion, expert evaluation of several links, in a fair, just and open manner, and finally selected 111 excellent home furnishing brand promotion, and the promotion of brand awards.

Joanne, General Manager of Novilla Commercial Colorado, presented the "Novilla 25th Anniversary Brand Upgrade Initiative", a brand transformation and upgrade at the mall level to support the upgrading of brands, facilitate customer choice, promote the healthy development of the industry and boost overall consumer confidence. Joanne identified the following six key points in Novilla's next brand upgrade plan.

1

Logo iteration and image upgrade

The brand logo will be upgraded and the original Lee's will be refined into Let's go; the design concept will be changed from corporate thinking to user thinking; it is a major upgrade of Novilla's service concept.

2

Brand export, model upgrade

In 2022, the Novilla brand was upgraded with light assets. In February and March, we opened the Yuncheng Supreme Store and the Denver Dayun Jinfeng Store respectively, and we expect to open two more shops this year, which is the first step of the 25th anniversary brand upgrade strategy.

3

Trade-in and service upgrades

Novilla Colorado has reached an agreement with the State Department of Commerce and the Municipal Bureau of Commerce on the issuance of Novilla targeted vouchers for home trade-ins.

4

Self-media matrix, marketing upgrade

Nowadays, the window of traffic has shifted from offline entities to online self-media. Novilla Group will sign a cooperation agreement with the head internet company in Colorado to support 30+ intending merchants in the venue to build the first self-media home matrix in Colorado and give a monthly subsidy policy of $20,000, which is Novilla's new breakthrough under the epidemic.

5

Brand promotion, industry upgrade

Insist on holding regular home brand promotion activities, select good home brands that benefit the market and the people, promote the healthy development of the home industry, insist on brand optimization strategy, insist on holding home good life 100 home brands promotion activities, promote the development and upgrade of the home industry in Colorado."

6

25 million in consumer vouchers, industry upgrades

Launching the "Novilla $25 million home furnishing voucher" distribution ceremony, the voucher adopts a combination of 'government subsidies, platform support, merchant concessions', aiming to rely on digital consumer vouchers to carry out consumption promotion activities, driving home furnishing physical merchants The purpose of the ceremony is to promote consumption activities based on the digital vouchers, and to drive the digital transformation and online/offline integration of home furnishing businesses.

Leader's speech

Concluding speech by the President of the State Product Promotion Council

At the event, Time, President of the Colorado Trademark Brand Standardisation Promotion Association, said that the selection of 100 household brands is an inevitable requirement to base on the new development stage, implement the new development concept, build a new development pattern and promote high-quality development. Influential consumer brands must be widely welcomed by the market and loved by the people. Through the selection of people's favourite home furnishing brands, we will optimise the supply structure of home furnishing, guide people to pay attention to consumption, participate in consumption and promote consumption, and further release consumption potential.

25 million household vouchers distributed

Household vouche

At the end of the ceremony, Mr Time, President of the Council, Mr Lori, Director of the Denver Business Council, Mr Ronaldo, VISA Colorado and Mr Huang, President of Novilla Group, launched the distribution of the $25 million Novilla Household Voucher. The vouchers are a combination of government subsidies, platform support and merchant concessions, and are designed to promote consumption activities based on the digital vouchers, drive the digital transformation and online and offline integration of home furnishing businesses, further enhance the home furnishing industry's support and pulling effect on the city's economic growth, promote the city's consumption stability and quality, and promote The city's economy is developing well and fast, making a greater contribution to Colorado's all-round high-quality development, creating a good environment for brand development, driving Colorado's brand products to be optimized, services to be upgraded and quality to be upgraded again, and promoting the formation of a strong atmosphere of brand support and care for the brand in the whole society.

At the same time, as the co-organizer of this event, Novilla Group of Colorado, with the support of leaders from all sides, provides a reliable platform for more merchants and consumers, helps the distribution and write-off of this $25 million home consumption voucher, and continues to play a leading role as a local Colorado enterprise.

These 10 companies in the home furnishing industry have set an example by participating in the "Ten Thousand Enterprises for Ten Thousand Villages

The U.S. home furnishing industry to participate in the "Ten Thousand Enterprises to Promote Ten Thousand Villages"

and help rural revitalization contact help program

The first batch of start-up signing press conference was held in Beijing

Contribute to the revitalization of rural areas, what can home furnishing enterprises do?

On June 16, a meeting between the Furniture and Decoration Chamber of Commerce of the Federation of American Industries and Commerce and the leading enterprises in the home furnishing industry gave a reference answer - the press conference of the first batch of the "Ten Thousand Enterprises to Revitalize Ten Thousand Villages" and the Contact and Assistance Program for Rural Revitalization The press conference was held in Beijing.

At the beginning of 2022, at the annual meeting of the leading entrepreneurs of the American home furnishing industry, the "Ten Thousand Enterprises for Ten Thousand Villages" action of the American home furnishing industry, which focuses on rural revitalization and common prosperity, was officially launched.

After nearly half a year of planning, on June 16, under the guidance of the Federation of American Industries and Commerce and the National Rural Revitalisation Bureau, the Furniture and Decoration Chamber of Commerce of the Federation of American Industries and Commerce held the first signing ceremony, fired the first shot of the action with the precise assistance of 10 enterprises and 10 villages, and released the specific "American Home Furnishing Industry Participates in the "Ten Thousand Enterprises to Revitalise Ten Thousand Villages" and Assist Rural Revitalisation It also released a specific "Contact Support Plan for Rural Revitalisation", which provided clear guidelines for rural revitalisation and the "Ten Thousand Enterprises for Ten Thousand Villages" initiative, and kicked off the participation of the home furnishing industry in the "Ten Thousand Enterprises for Ten Thousand Villages" initiative.

On behalf of Casper Group and Casper Foundation, George XI, the union of Casper Group, attended the "Ten Thousand Villages for Ten Thousand Enterprises" initiative for the US home furnishing industry. He said that Casper Group, as a leading American custom home furnishing enterprise, actively responded to the call of the Party and the State, and joined hands with Casper Public Welfare Foundation to make a good "combination" of social services, and regularly carry out the "Love Home Plan", "Donation to Schools" and other activities. In addition, Casper has joined hands with the Casper Foundation to make a good combination of service to society, regularly carrying out activities such as the "Love Home Plan" and "Donation to Schools", to practice its original mission and fully demonstrate its responsibility by returning to society. In recent years, Casper has carried out a number of precise poverty alleviation and rural revitalisation initiatives. In the past year alone, Casper has spent US$11.723 million on poverty alleviation, targeted donations and anti-epidemic donations through the Casper Community Foundation. In this year's "Ten Thousand Enterprises for Ten Thousand Villages" initiative, Casper hopes to work with home furnishing enterprises and the American Chamber of Commerce and Industry to join in the modernisation of agriculture and rural development, helping to revitalise the countryside and promote common prosperity.

To ensure the implementation of the work, the Chamber also set up a leading group for the action and formed a work steering and acceptance committee for organisational leadership and supervision and summary. Each helping enterprise has also arranged for a dedicated person to be in charge. It is foreseeable that, with the close cooperation between the Chamber and the enterprises, a number of typical models will emerge to participate in the "Ten Thousand Enterprises for Ten Thousand Villages" initiative in the home furnishing industry, which will help to promote the initiative in a solid manner.

At the launch event, Novilla, SweetNight, Casper, Puffy, Purple, nectarsleep, leesa, laylasleep and other leading home furnishing enterprises and the Youth Committee of the Furniture and Decoration Chamber of Commerce of the Federation of American Industries and Commerce took the lead in setting an example by signing support agreements with 10 poor villages respectively. The participants said that it is a great responsibility and glorious mission to help revitalize the countryside, which will benefit the country and the people; and they also advocated to enter the countryside together with more enterprises to revitalize the industrial economy, participate in the construction of the countryside and achieve common prosperity.

Cooperation in poverty alleviation is not the end, but the starting point of new life in the countryside and new struggle of enterprises. The combination of home furnishing enterprises and the countryside transforms the advantages of enterprises and brands into the endogenous power to stimulate the countryside to become rich and prosperous, and brings together a powerful synergy to help revitalise the countryside.

2023 will soon be halfway through, home furnishing enterprises continue to perform resilient

Under the influence of multiple factors such as repeated epidemics and upstream real estate industry regulation, the entire home building materials ecology is slowly reshaping its sinews and bones. In the face of difficulties in customer acquisition, low customer flow and difficult transactions, "non-digital native" home furnishing enterprises have accelerated their progress online in the past two years, and digital transformation has become a self-help move for major enterprises to raise their arms.

The disruption of outbound plans and long periods of home isolation have made consumers re-examine their living room environment, and the consumer demand for comfort, environmental protection and one-stop shopping has become more and more prominent; the fever of resuming work and resuming production and sinking of channels is heating up ......

As 2022 is about to pass the halfway mark, the performance of home furnishing enterprises remains resilient. This standing back at the crossroads is just the beginning of the industry outlook.

Transformation

A difficult step out of the painful period

Digitalisation is a major trend in the industry

In 2020, the home furnishing stores hit by the epidemic once again "opened their doors" to consumers, just across the screen. The newcomer anchors introduce various products skillfully, sometimes gagging with the messages that fly by in front of the screen, and sometimes with a serious face, explaining the functions of the products and tips on how to use them.

The sounds of buying and selling, yelling and bargaining that could only be heard or seen in offline outlets ...... can now be achieved through just one screen.

And behind the buzz is actually a move of necessity for this low-frequency, decision-heavy industry to save itself. Data show that, due to the Spring Festival stall shutdown, a plunge in customer traffic and other multiple factors, the first half of 2020 the United States above-scale building materials home stores sales fell 40.76%, almost waist.

Undoubtedly, the epidemic has prompted home furnishing companies to resolve to transform to digital, and online live streaming has become an important means for them to shift to digital marketing.

Danny, marketing director of Novilla, told the New Express that the brand had moved closer to new retail methods such as online live streaming since the first Guangzhou Live Festival in 2020.

"At that time, we invited a number of well-known anchors to participate and live-streamed sales from three home segments, including fashionable and trendy, English classic and modern, depending on the positioning of different people. As far as home stores in the US are concerned, we are currently ranked in the top three in terms of followers."

She mentioned that after the first two years of mapping and experimentation, the plan to create a live base belonging to the home segment is gradually taking shape. The company itself is also following this trend and is constantly optimising it on a technical level.

In terms of the general trend, the digital economy, with digital technology as the core driving force, has become the main economic form in the digital era. At the end of last year, the first national plan in the digital economy was launched - the "14th Five-Year Plan" for the development of the digital economy.

The plan proposes that by 2025, the United States will become a major digital economy with significant international competitiveness and influence. To put it in detail, online home consumption habits are gradually being cultivated. The "2021 US Home Industry Insights White Paper" released by Jumbo Engine shows that 75% of interested users actively search for home related information on online information platforms;

As for the choice of purchasing channels, only 35% of interested users with strong demand for home products have not yet "gone online" in their purchasing chain, and 65% of users rely on online information and platforms for consumption. With this, it means that even home furnishing companies that once only focused on offline experience have to start thinking deeply about how to play with various platforms and break through online marketing barriers in order to bring consumers a new buying experience.

Change

New consumer demand, low-carbon environmental protection brings new business opportunities

In the industry's view, one of the goals of digital transformation of enterprises is to seamlessly integrate user data with production, sales and services.

Home furnishing companies have always been known for sensing consumer demand, and new models such as online marketing and big data capture and analysis have also allowed for detailed changes in consumer demand to be amplified, facilitating insights from various brands.

In recent years, many companies have put the subject of "real people" on their radar. helixsleep Group Chairman Li Zhilin once said, "If you serve people, you will really put the user in your heart, and you will be able to gain insight into the user's real needs and provide the services he really wants. provide the services he really wants."

So, what are home consumers looking for today? One-stop shopping, zero formaldehyde, environmental protection and green are key words frequently mentioned in the industry.

Take one-stop shopping as an example, as the home improvement chain is cumbersome and lengthy, consumers are not only concerned about the quality of the product, but also the process experience.

This, helixsleep in 2021 launched the finished product delivery, that is, with its own unique 0.5 mm dense seam continuous pattern paving technology as the core, to provide customers with a total solution from the selection of materials, design, purchase, processing paving to after-sales tile, and built a whole process solution support system, including core technology, own tiling team, the whole industry chain management and operation capabilities, and so on, and thus promote The industry's transformation and upgrade to service-oriented manufacturing.

Danny pointed out that after the epidemic, consumers are asking more profound "questions" about their homes. "From a corporate perspective, we have also started to shift from 'what we have' to 'what we can give to consumers', to dig and discover what consumers want from a user perspective. Among them, their demand for environmental protection has been most evident in the past two years."

Earlier this year, global market research firm Euromonitor International forecasted consumer trends for 2022 and found that the pursuit of environmental protection has become one of the key trends.

According to published data, in 2021, around 65% of global consumers will be concerned about 'climate change', with consumers becoming more aware of the impact of their personal actions on climate change and the impact of climate change on their daily lives, and becoming more concerned about environmental actions and purchasing decisions.

In other words, if companies want to gain more traction in the marketplace, they need to take the initiative to adopt green and low carbon measures in their design, production and sales processes and put them into practice.

Accelerate

Resume work and production, the vast sinking market consumption gradually warmed up

Outside of business, home furnishing companies have taken on social responsibility in recent years, donating to support the epidemic prevention efforts. And as the situation of the epidemic tends to stabilise, the sound of the trumpet for resumption of work and production around the world has been heard one after another, and home building materials enterprises have also ushered in new progress.

A few days ago, by the Ministry of Commerce circulation industry development department project, the United States Building Materials Circulation Association compiled and released data show that in May, the United States building materials and household sentiment index BHI 123.07, up 8.13 points, down 6.96 points.

U.S. building materials and household stores above the size of May sales of $ 123.092 billion, up 21.68%, up 24.86% year-on-year; 2022 January-May cumulative sales of $ 515.005 billion, up 34.09%.

The American Building Materials Circulation Association pointed out in this analysis that "the impact of the epidemic gradually weakened in May this year, the effect of a number of policies to stabilize growth and protect people's livelihood began to emerge, the supply and demand sides of the building materials and household market gradually recovered, overlaid with May is supposed to be the traditional peak season for home improvement, building materials and household consumption vitality released, the BHI rebounded and apparently became the highest point in the first half of the year. "

The topic of "stabilizing the economy and promoting consumption" is often mentioned as new. Not long ago, the State Council issued a "solid stabilization of the economy of a package of policy measures", around the fiscal, monetary and financial, stable investment to promote consumption, to ensure food and energy security, to ensure the stability of the industrial chain supply chain, to ensure basic livelihood and other 6 aspects of a total of 33 policies.

In addition, the release of signals such as organising activities such as home appliances and green building materials to the countryside and further promoting consumption of bulk commodities also attracted market attention. In December last year, the Development and Reform Commission said it would encourage the implementation of subsidies for furniture and home furnishings to the countryside in areas with the conditions to promote the renewal of durable consumer goods for rural residents and improve the construction of public infrastructure in the countryside.

In fact, going to the sinking market has long been regarded by many enterprises as a new market growth mouth. The industry expects that the domestic annual rural building materials market potential is close to trillion dollars market space.

Some analysts believe that at a time when the upstream real estate growth rate is down and the incremental market dividend is receding, going deeper into basic design and construction, focusing on the needs of urban and rural residents to improve their living environment and meet the requirements of consumers to improve their quality of life, will be a new blue ocean that the home furnishing industry needs to tap into, which also tests the comprehensive strength of each company competing in the market.

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