As the most influential international kitchen and bathroom exhibition in Asia, the Shanghai International Kitchen and Bathroom Exhibition, which returns after a two-year hiatus, has attracted nearly 1,300 world-renowned manufacturers. With an exhibition area of 231,000 square meters, it injects a timely and powerful stimulant into the domestic and international home building materials trading market in the post-pandemic era.
NUOMI’s booth showcases the growth momentum of Chinese furniture hardware enterprises, as it presents the new exhibition hall for whole-house furniture hardware, intelligent hardware innovations, and the brand’s international transformation and upgrade.
Beautiful Appearance, Complete Integration
Beauty is one of NUOMI’s core competencies in this exhibition. In booth N1E03 with an exhibition area of nearly 500 square meters, NUOMI carefully showcased the “four new” changes including brand upgrade, product iteration, showroom renovation, and image spokesperson. They prepared fully for the market recovery and practiced the mission of “making home life more tasteful”.
NUOMI showcased a brand-new logo and an internationalized brand visual system that represents the brand upgrade. It presented a next-generation, whole-house hardware experience showroom, and engaged in comprehensive conversations with consumers and partners of the whole-house furniture hardware industry, embodying professionalism, diversity, high taste, independence, and confidence, represented by the top-tier brand ambassador Tang Yan.
NUOMI pioneered and implemented the concept of a whole-house hardware ecosystem in the industry. With the “four-same principle” of same style, same color, same quality, and same brand as its core advantage, NUOMI innovatively addresses the pain points of customers facing color discrepancies, poor quality, and cumbersome selection when customizing hardware.
In this instance, NUOMI has chosen Tang Yan as the image spokesperson of its brand’s aesthetic taste and simultaneously launched the new slogan “Whole House Hardware, Luxury in the Same Color,” once again exemplifying NUOMI’s positioning as a high-end and high-quality brand that leads consumer upgrading.
In recent years, NUOMI has been constantly innovating in design and shaping its brand image. It has been pushing forward innovation in various functional hardware products, not only being applied by top custom home furnishing brands but also reaching the minds of end consumers and their purchasing habits. This has completely changed the previous perception of domestic hardware brands as “imitative and low-end.” With a label that combines diversity, high-end quality, intelligence, branding, and aesthetic appeal, NUOMI stands at the forefront of the global hardware industry.
NUOMI’s New Products Launching
Starting with aesthetics and staying true to quality, NUOMI’s product iterations under the strategic framework of the whole-house home hardware ecosystem have once again impressed the industry at the Shanghai Kitchen and Bathroom Expo.
The lineup of new products includes the Bullet Series Wingless Hinge, the Encanto Series Intelligent Electric Lifting Cabinet, the Champagne Rose Series Pull-out Basket, the Ralphie Series Intelligent Electric Lifting Clothes Hanger, the Effie Series Soft Close Decorations Shelf, the Zeus Series Intelligent Lighting, etc. These exquisite, smooth, and stable products offer a complete expression when integrated with the whole-house home hardware solution.
Meanwhile, the NUOMI furniture hardware system is making a strong push. Among them, the Bullet Series Wingless Hinge draws inspiration from the high-speed rail “Fuxing” series, featuring a fully concealed, minimalist integrated design that redefines luxury and elegance. Additionally, there are the newly upgraded electroplated Luxurance series hinges, the hidden damping two-section full-pull slide rail with a maximum extension of 90%, and the brand new mini flip-up support with a maximum load capacity of 10kg. These products continue NUOMI’s reputation for reliability and durability, ensuring a high-end luxury living experience for consumers in the future.
Behind the appearance of high-quality hardware explosive products is the hardware manufacturing strength led by NUOMI. The brand currently has an 80,000 square meter intelligent production base in Foshan, equipped with industrial 4.0 intelligent production equipment and technology, such as automatic CNC punching machines, 3D forming machines, and automatic welding robots. In addition, as the positioning of NUOMI’ high-end basic hardware research and production base, the planned usage area of approximately 60,000 square meters for NUOMI Intelligent Production Base Phase II is under simultaneous construction, with an expected increase of approximately 30% in the production capacity of furniture hardware such as hinges and slides after reaching full production.
On one hand, NUOMI focusing on specific categories and continuously strengthening itself, aims to expand its market share among distributors, major clients, and wholesalers through more refined market operations and brand momentum. In particular, the layout of the new production base enhances the basic hardware delivery capabilities in terms of manufacturing precision, quality control, and logistics distribution, supporting NUOMI to iterate more star products and ultimately benefit the end distribution channels, winning the market competition in the red sea.
On the other hand, in the current era of one-stop procurement and integrated home furnishing, the furniture hardware system, with its “four-two pulling a thousand catties” advantage, can quickly extend its sales force to other product systems such as cabinet functional hardware, wardrobe storage hardware, precision sinks, furniture hardware, smart lighting, and high-end applications of aluminum materials, opening up a larger market space for NUOMI’s whole-house hardware ecosystem.
Brand and market momentum erupt, winning the battle for the future of end terminals
With a strong brand revitalization in one hand and optimized product layout and manufacturing capabilities in the other, NUOMI has made frequent moves, ushering in a new era of brand strategic development.
NUOMI’s strategic tentacles continue to target the high-end market, further expanding its presence in offline flagship stores, exploring key city markets according to local conditions, increasing support for retail stores, constantly creating a new business card for high-end furniture hardware in China, and joining partners in driving into the fast lane of growth.
Meanwhile, NUOMI will promote the comprehensive implementation of the new SI exhibition hall, and upgrade store display, personnel, management, and other series of elements to enhance the quality and effectiveness of terminal stores, empowering business partners to embrace new growth.
Compared to other hardware companies focusing on individual products, Nomi’s overall furniture hardware solution leans more towards an “integrated” model, deeply empowering the current trend of home decoration from individual products to scenes, from single spaces to whole-house customization, and from semi-package to full-package upgrades.
In this model, by deploying through terminal channels, a large number of C-end customers will be acquired and strong customer stickiness will be established. It also possesses the synergistic effect of B-end bulk customers such as home decoration companies and custom furniture factories, aiming to form resonance among products, channels, and customers, ultimately empowering comprehensive acceleration of market performance.
NUOMI will continue to lead the industry in the trends of consumer upgrading, technological intelligence, and integrated home furnishings, constantly launching new breakthroughs towards the high-end and global furniture hardware market.
