In recent years, the wardrobe industry has experienced continuous growth and innovation. As the market becomes more competitive, consumers are no longer just focused on price or quality—they now pay significant attention to brand reputation, popularity, and overall trustworthiness when making purchasing decisions. In a saturated market, brand strength becomes the key differentiator. The upcoming 16th China (Guangzhou) International Building Decoration Expo, also known as the "Asian Building Materials Exhibition," is an event that showcases the latest trends and innovations in the industry. Over the past six years, Novi has consistently been recognized as one of the top brands in the whole wardrobe sector, earning the title of "Top Ten Brands of Whole Wardrobes" and becoming a leading name that both the media and industry professionals look forward to.
Figure 1: Novi's wardrobe industry 7 major innovations, "Top Ten Brands of Whole Wardrobes" is well-deserved.
Novi’s independent development of the world’s first “non-standard CNC drilling†technology
As a brand with a vision for long-term success, Novi has established its own international production base. It has invested heavily in expanding its facilities, including a modern garden-style factory complex in Guangzhou Baiyun District. In 2011, Novi collaborated with renowned research institutions to develop the world's first “non-standard CNC drilling,†enabling true customization based on consumer needs. This innovation has bridged the gap between sales and production, creating a seamless end-to-end process and revolutionizing the way wardrobe brands operate. With a strong production capacity, Novi supplies over 500 stores nationwide.
Novi’s industry-first “full process information automation production lineâ€
In 2013, Novi’s new industrial park was officially launched, setting several industry firsts. It introduced the first high-tech, high-efficiency, and high-quality one-process automated production line, extending from the front end to the retail store. This created the world’s first full-process information production pipeline. Later, three additional full-process information-based automatic lines were added, marking the entry of China’s custom wardrobe industry into the “information customization era.†This breakthrough helped overcome capacity bottlenecks and allowed for true personalization at scale.
Novi was the first in the industry to propose the concept of “whole house furniture customizationâ€
Today, many custom wardrobes suffer from homogenization—similar colors, sizes, and materials make it hard for consumers to find unique options. From its first participation in the Jianbo Fair, Novi introduced the idea of “customized furniture for the whole house,†offering exclusive “private customization†services to meet the demands of high-end consumers. This initiative helped build a strong brand reputation. Over time, Novi continued to evolve its customization approach, emphasizing “complete customization is real customization†and later “any space, arbitrary customization,†signaling a new era for Chinese custom wardrobes.
Novi’s independently developed “Nunuo 4D†whole house furniture design software
Novi has developed its own advanced design software called “Nunuo 4D,†which offers powerful digital tools such as DIY wardrobe design, virtual model rooms, 3D space experiences, and order scheduling. This software, tailored for dealers, significantly reduces design and quotation errors, enhances customer experience, and boosts sales efficiency. It reflects Novi’s commitment to digital transformation and marks a qualitative leap in its marketing strategies.
Novi was the first in the industry to reach one million Weibo followers
As an early adopter of digital marketing in the wardrobe industry, Novi combined online platforms like WeChat and Weibo with traditional offline promotions. It quickly built a large fan base, becoming the first wardrobe company to exceed one million Weibo followers. Through social media, Novi effectively communicates its corporate culture and brand values, engaging with customers through interactive campaigns and achieving impressive sales results. This made Novi a pioneer in digital marketing within the Chinese wardrobe sector.
Novi was the first in the industry to apply a mobile micro-terminal customization platform
Novi has deeply involved itself in mobile operating system development, collaborating with terminal manufacturers to create customized products that better meet consumer needs. Its mobile micro-terminal customization strategy has quietly taken shape. The application of this platform is expected to play a larger role in terminal sales, increasing customization rates and depth, and positioning customized terminals as a core competitive advantage.
Novi was the first in the industry to implement “micro video marketingâ€
By leveraging digital technology, Novi has posted various video content online, achieving soft advertising effects. Combining “video†with “Internet,†this approach has gained widespread popularity among netizens. It offers advantages such as three-dimensional marketing, low cost, precise targeting, strong interaction, and measurable results. This method helps spread Novi’s brand image and product highlights in an easy-to-understand way.
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