In recent years, the wardrobe industry has experienced continuous growth and innovation. Consumers are no longer just focused on price, quality, or after-sales service; they now also pay significant attention to a brand’s reputation and popularity when making purchasing decisions. As the market becomes increasingly saturated, competition intensifies, and the key differentiator is brand strength. With this in mind, the "Asia Building Materials Exhibition"—the 16th China (Guangzhou) International Building Decoration Expo 2014—is drawing near. Over the past six years, Novi has consistently promoted its "Top Ten Brands of Whole Wardrobes" and achieved remarkable success, earning the title of "seven industries leading the way." This has made Novi a top-tier brand that media, peers, and distributors eagerly anticipate during major exhibitions.
Figure 1: Novi's seven major innovations, with "Top Ten Brands of Whole Wardrobes" well-deserved.
Novi has pioneered the world's first "non-standard CNC drilling" through independent research and development. As a brand with a century-long legacy, Novi has built its own international production base, investing heavily in the construction of a modern, garden-style factory in Guangzhou’s Baiyun District. In 2011, Novi collaborated with renowned domestic and international research institutions to develop the world's first "non-standard CNC drilling," enabling fully customized production tailored to consumer needs. This innovation seamlessly links sales and production, realizing a new commercial model that many brands have long dreamed of. With abundant production capacity, Novi supplies over 500 stores nationwide.
In 2013, Novi’s new industrial park was officially launched, setting several industry firsts: the first high-tech, high-efficiency, and high-quality one-process automatic flow production line. The company extended the production line from the front end to the storefront, creating the world’s first full-process information production "pipeline." Later, three more full-process information-based automatic lines were added, marking the entry of China’s custom wardrobe industry into the "information customization era." This breakthrough solved the issue of production bottlenecks and enabled true personalized customization at scale.
Novi was the first in the industry to introduce the concept of "full house furniture customization." Many custom wardrobes suffer from homogenization, with similar colors, sizes, and materials. To address this, Novi proposed the idea of "customized furniture for the whole house" during its first participation in the Jianbo Fair, offering exclusive "private customization" services to meet the needs of high-end consumers. Over time, Novi continued to refine its customization approach, evolving from "complete customization is real customization" to "any space, arbitrary customization," marking a new era for Chinese custom wardrobes.
Novi developed the industry's first "Nunuo 4D" whole house furniture design software. This powerful digital tool includes features like DIY wardrobe design, virtual model rooms, 3D space experiences, and order scheduling. Tailored for dealers, it greatly simplifies operations, reduces design and quotation errors, and enhances the customer experience. This innovation reflects Novi’s leap in digital marketing and significantly boosts sales performance.
As one of the earliest digital marketing pioneers in the wardrobe industry, Novi combined online platforms like WeChat and Weibo with traditional offline promotions. Its official Weibo account quickly gained a large following, becoming the first wardrobe company in the industry with over one million fans. Through social media, Novi conveys its corporate culture and brand values, engaging customers through various interactions and achieving impressive sales results.
Novi was also the first in the industry to apply a mobile micro-terminal customization platform. By deeply integrating with mobile operating systems and collaborating with terminal vendors, Novi offers more personalized products that better meet consumer needs. This strategy has been quietly implemented, with indications that the platform will play an even greater role in future sales, increasing customization rates and depth, and strengthening Novi’s competitive edge.
Finally, Novi was among the first to adopt "micro video marketing." Using digital technology, the company produces and shares videos online, achieving soft promotional effects. Combining "video" and "Internet," this approach has won favor among netizens due to its three-dimensional marketing, low cost, precise targeting, strong interaction, and measurable impact. It effectively spreads Novi’s brand image and product highlights in an easy-to-understand manner.
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