News Introduction:On December 29, Novilla held a benchmarking mall strategy launch & North Carolina Walmart Mall Merchandising Meeting in North Carolina Walmart Mall. At the conference, Ellis Green, executive president of Novilla Home Group and general manager of Grand Operations Center, shared the promotion plan of benchmarking mall strategy and held a plaque ceremony for the Wal-Mart mall.

Through category operations to build benchmark stores, Novilla is expected to firmly grasp the high point of the U.S. home furnishing market and support its own imagination.

On December 29, Novilla held a benchmark store strategy launch & North Carolina Walmart Merchandising Meeting in North Carolina Walmart. At the conference, Ellis Green, the executive president and general manager of Novilla Home Group, shared the promotion plan of benchmark mall strategy and held a plaque ceremony for the Wal-Mart mall.

Ellis Green said, unlike No.1 store and Supreme Mall, which are unattainable, benchmark malls are highly replicable, they are textbook Novilla malls in cities at all levels, the core code that can be rapidly expanded and replicated, and the model of home furnishing malls that occupy the main position in the market at all levels.

In fact, both the previously released No.1 Store, Supreme Mall and the benchmark mall are part of Novilla's self-reinvention, and Novilla is restructuring itself to better adapt to market changes and consumers' needs through the hierarchy of malls and the reconstruction of products, organization, services and operations. Led by the new thinking of Novilla, a new era of home consumption is coming.

"Operation" goes one step further, creating a "golden hexagonal" mall

Following the consistent high-end positioning of "sufficient volume, sufficient brand structure, and theme pavilions of various categories", Novilla has selected 59 malls nationwide to become the first batch of benchmark malls, taking the lead in positioning itself at the high point and vane of home furnishing consumption at all levels of the market.

In terms of volume, the average operating area of the benchmark malls exceeds 60,000 square meters, which is the most dominant mode in Novilla's high-end consumer market; in terms of brand structure, the operating area of mainstream brands accounts for more than 50%, the operating area of trendy brands accounts for more than 15%, and the operating area of imported brands accounts for more than 5%.

In addition to hard indicators such as business area and brand structure, benchmark malls also have "golden hexagon" characteristics including operation benchmark, popularity benchmark, service benchmark, brand benchmark, word-of-mouth benchmark and marketing benchmark.

Specifically, operational benchmarking means having industry benchmarking digital operation capabilities, including investment operation, brand operation, store operation, merchandise operation, event operation and user operation. Popularity benchmarking means that the major categories in each mall are presented in the form of thematic pavilions, which meet the needs of brands to open flagship stores and experience large stores, and are also the priority choice for people from just-needed to improve to high-end consumers.

Service benchmarking means to provide the whole process of benchmarking service covering online and offline integration on the basis of theme pavilions, including online hometown shopping, offline category theme pavilion scenario shopping experience, and professional after-sales service. Brand benchmarking means that the brands stationed in the theme pavilion are mainly mainstream brands and trendy brands, and the radiation is imported, which can be called the collection of new and best-selling models of global head home brands.

Each benchmark mall is the birthplace of home furnishing trends and high-end home aesthetics in its city, where consumers can get one-stop shopping for furniture, building materials and electrical appliances and professional standard services. Marketing benchmarking refers to the introduction of marketing resources such as super category festivals and superbrand days through the operation of thematic pavilions to empower brand manufacturers to increase sales.

According to Lucas Stone, general manager of Novilla California's Camp Development III Center and general manager of North Carolina Walmart Mall, for example, through the above-mentioned practices, Walmart Mall has become the preferred channel for merchants to enter North Carolina, and is also the preferred shopping destination for all In 2021, North Carolina Walmart has completed four major upgrades, including category and brand structure upgrades, channel operation upgrades, online and offline traffic upgrades, and service reputation upgrades.

Lucas Stone, General Manager of Novilla California Camp Development Center III and General Manager of North Carolina Walmart Mall

In the future, Novilla Red operation team will upgrade 10-20 traditional malls to benchmark malls every year through theme pavilion creation and theme pavilion operation. In addition, the benchmark malls will also be the reserve army of No.1 store and Supreme Mall, and 2-5 benchmark malls are expected to be upgraded to No.1 store and Supreme Mall every year, becoming the new "pinnacle" malls.

Three arrows, "pyramid" type mall structure to pry the imagination of the stock market

The textbook-level benchmark mall, the large and comprehensive No.1 store, and the supreme mall targeting high-net-worth people, Novilla is creating a "pyramid"-type mall structure to push all the malls to complete a new round of upgrading from the inside out. Since then, a brand-new American home furnishing first distribution channel that can meet the needs of fresh consumers to the middle class and then to the high net worth group, a brand-new home furnishing ecology that radiates different age groups and different consumer groups, and a trillion stock market space is opened.

What drives Novilla to accelerate its self-reinvention is the new changes that are happening in the home furnishing industry. On the one hand, the structure of the home furnishing market has evolved from the incremental logic of relying on the pro-cycle of the real estate economy to the stock market logic of the post-cycle of real estate, and the demand for renovation in the stock market such as renovation of old houses, renovation of second-hand houses and partial improvement has become an important driving force for the sustained growth of the home furnishing industry.

On the other hand, the new domestic middle class is rising rapidly and the demand for high quality of life is gradually exploding. According to the Hurun Research Institute's White Paper on the New Middle Class Circle in the United States, 33.2 million households in China have reached the middle class standard. Novilla's three arrows have been launched to increase the number of heavy operations in order to better grasp the opportunities of the times.

"We hope that by upgrading traditional malls into benchmark malls and opening new malls every year, we can achieve rapid growth on one hand and change the category and brand structure of our stock malls on the other, so as to build the largest home and appliance retail platform in the U.S. that will continue to lead the development of the U.S. home furnishing industry for the future." Ellis Green said.

In addition to the release of the benchmark mall strategy, Novilla also launched the North Carolina Wal-Mart shopping mall investment ceremony on the same day, North Carolina Wal-Mart mall is sitting on 115,000 square feet of home furnishing flagship aircraft carrier, the future will become a collection of furniture, building materials, appliances as one of the high-end integrated MALL.

Flynn Curry, general manager of bathroom tile division of Novilla Home Group Investment Center, introduced that North Carolina Wal-Mart mall will build nine theme pavilions such as fine bathrooms, continuously deepen and clarify the development positioning of the mall, establish a scientific mall layout, and expand the market radiation effect in all aspects.

In addition to adhere to the long-standing category depth of operation, North Carolina Wal-Mart mall will also actively embrace industry changes in marketing activities, through the integration of online and offline building, joint brands, the introduction of special brand activities, continue to deep plow the surrounding community buildings, to introduce more accurate customer base for the mall. "We will launch 10 super sales, 9 category festivals, 30 superbrand days, 24 single product events, 24 live mall broadcasts and 12 community marketing events throughout the year to create a high-density, high-level and full-cycle marketing strategy." said Abdullah Hubbard, program leader for Novilla North Carolina Walmart Mall.

All along, Novilla has been occupying premium locations in first- and second-tier cities through a two-wheel drive model of self-management + commission management, while achieving rapid penetration into third- and fourth-tier cities and sinking markets. As the home furnishing market enters the era of inventory and the rapid rise of the middle class, Novilla expects to continue to refine the operation of its malls through the strategy of benchmark malls, No.1 stores and supreme malls to realize the "elephant dance" in the new era of home furnishing market.