NIL is the leader of the new lifestyle home brand
NIL is an original home brand founded by college students. "Through the power of design, the relationship between man and nature is brought closer" and enters the market with unique personalized customization, natural life, and modern technology design, "NIL" takes product design full of life interest, dynamic visual interactive experience, innovative product iteration, and personalized scene customization services as its core advantages. It is committed to meeting the personalized needs of young users, and strives to become a new smart home brand that focuses on cultural creativity, life interest and green design.
A personalized home brand founded by college students
Jiang Wenhao, majoring in product design at the Central Academy of Fine Arts, is currently in his third year of graduate school. In the research of the first time and Jingdong self-owned brand Jiabai cooperation, to solve its problems as an online home brand in the information age, in this cooperation found the furniture brand and the furniture market currently existing pain points, and found the pain points behind the hidden opportunities, that is, the current Chinese demand for furniture personalized trend is obvious, the global market value is as high as trillions. In view of the country's formulation of a series of favorable policies in the field of home furnishing, and young consumers tend to be environmentally friendly, personalized and customized home products, focusing on emotional, social and practical needs, it has become a new driving point for the industry.
Then he led the team to create a unique brand NIL, and the main creator used his excellent professional ability to design a number of highly recognizable, aesthetic, multi-serialized and personalized product designs for the brand, and successively participated in a number of scientific and technological competitions and won a number of national awards, and successfully applied for two utility model patents. In line with the wave of "mass entrepreneurship and innovation", it has won the provincial first prize of the "Internet + College Student Innovation and Entrepreneurship Competition" for two consecutive years, and has received a seed round investment of 800,000 yuan from investors. After that, he founded Beijing Oakter Art Design Co., Ltd. and officially started the road of entrepreneurship. On the arduous road of entrepreneurship, Jiang Wenhao continued to lead the team out of the quagmire one by one, and the continuous improvement of entrepreneurial projects has made new improvements.
The original intention of building the brand:
Break the homogeneity dilemma and meet the personalized experience
On the one hand, JD.com's strong supply chain can solve the one-stop shopping experience; On the other hand, young users of JD Logistics have a great demand for offline scenario-based consumption. And this consumer group can provide a channel for the young people that JD hopes to acquire. At the same time, in the cooperation, the team also found that the user groups of today's home brands have the following characteristics: 1. At this stage, online home brands need young and high-quality consumer groups, 2. At the same time, young people have a strong willingness and consumption ability for online and offline scene-based consumption, and 3. At present, the furniture needs of young groups are diversified, personalized and digitally intelligent. Therefore, through analysis, it can be said that personalized creative home furnishing has become a new trend and trend in the industry. Home furnishing brands like Jiabai, because of their low overall home recognition and cookie-cutter appearance, have gradually become unfeasible to win users with cheap products through price wars under the same shape. As the main consumer group of the home market in the new era, Generation Z people hate the same homogeneous products and love personalized and interesting and distinctive designs, so NIL came into being. As an original home brand, it constantly captures the new trend of home furnishing products and creates personalized furniture for the Z generation people to meet their emotional, social and use needs.
With the power of design, we bring people and nature closer together
At present, the homogenization problem in the furniture industry is serious, and traditional home furnishing brands have the pain points of lack of scene-based experience, complete set of matching design, and chaotic style tonality. In order to solve the above pain points, NIL has entered the market with unique personalized customization, natural life, and modern technology design. "NIL" is committed to meeting the personalized needs of young users, and strives to become a new smart home brand that focuses on cultural creativity, life interest and green design, and at the same time creates an omni-channel customer experience in the Internet era.
Complete sets and series of product design
At present, the team has created 7 sets of set designs, with a total of 44 products.
Geometry Series - Lamp Combination: The design is inspired by the elegant and organic forms of bamboo weaving, each lamp has a unique organic form, as if it is a natural shape formed by bamboo in the process of natural growth. Floor lamps can serve as the center point of a space, bringing a unique atmosphere and focus to a room; Desk lamps are suitable for use on tabletops or corners to provide a soft ambient light. Decorative lights can be used to provide local lighting or to decorate walls. The team tried to use the natural tones of bamboo as much as possible, creating a unique lighting atmosphere through the penetration and reflection of light.
Bamboo-wrapped ceramic pots: Combining the smooth texture of ceramics with the fine texture of bamboo, it creates an organic and warm visual effect. In the natural and organic style of ceramic pots, the team uses ceramic materials, and pays attention to presenting natural textures and organic forms in the surface processing.
Curvature Collection: Wrap-around modular sofas, inspired by organic curves and natural forms, these chairs are made of high-quality wood and are made of bent wooden strips to create a natural and artistic piece of furniture. The modular design allows for the free combination and adjustment of the shape and layout of the seats. Users can combine individual chairs into a long sofa, corner sofa or U-shaped sofa to suit different home spaces.
Small chaise longue series: pure wood frame, leather upholstery, velvet and fabric materials give users excellent comfort, combined with NIL floor lamp plating, tea sets and wooden tea sets to form a scene-based set.
Multi-functional tea group: integration of boiling, brewing and boiling water; The teapot handle swings according to the water temperature, the water temperature is boiled to the highest point, and the handle automatically and slowly turns back; The half-type design of the inner tank prevents the tea leaves from falling out when pouring the tea; According to the different needs of the tea species, the water temperature can be intelligently adjusted.
Transparent screen picture frame TV: The transparent screen is designed with a wooden picture frame, and the natural decorative frame with a variety of functions can be used as a photo frame/picture frame for furnishings and decoration, and it is divided into two product models: curved screen and non-curved screen; In addition, the easel TV cabinet can be combined with the frame TV.
Expression plant potted plants: Able to express the current growth state of plants through expressions; Reflect expressions based on temperature, humidity and sunlight to remind people to take care of plants; The combination of the plant and the air humidifier, the fragrance of the aromatic humidifier is unified with the plant above.
Design-driven furniture brand whole-process service
(NIL-Concept Product Family)
The business operation logic of the brand revolves around "young people's consumption in the Z generation", providing "personalized customized design" + "scene-based experience" + "online and offline coverage", adhering to the whole-process service concept of "design value-driven" furniture brand. At the same time, the business model forms a closed loop of home ecological consumption with online B2C, combined with offline stores and other multi-format business models. In terms of online marketing strategy, the official account is used as the main sales platform, and third-party sales platforms such as Taobao, Pinduoduo, Douyin, and JD.com are simultaneously logged in to establish online flagship stores. At the same time, after the analysis of competitive products with brands such as IKEA, Aitai, and Jiabai, it is concluded that NIL has a more natural sense of technology, personalized design style, and more advantages in price. The team has also signed relevant contracts with Dalian University of Technology, big data companies and OEM manufacturers, and has signed a regional agency intention contract worth 4 million yuan in 2023, and signed contracts with Tianao Wood and other companies to produce Taurus products, about 10,000 sets in the first year.
Change is a good thing
Before he came into contact with entrepreneurship, Jiang Wenhao was once self-satisfied because of his good grades in school. After experiencing countless setbacks and difficulties on the road to entrepreneurship, he found many excellent qualities that he did not have, and there were many qualities that he needed to improve.
Entrepreneurship is not about enriching yourself, but about allowing more people to eat and make money because of his company and his projects. A good business model is to benefit everyone in the model, but if one party fails to benefit as expected, then the model is flawed. There's a lot to be done on how to balance the whole team, how to be broad-based and discreet. Therefore, we should also look at the change with an optimistic attitude, the change of the market and the environment is not necessarily a bad thing, because of the change of oneself, adapt to the environment and be able to solve the problems that plague oneself, that is undoubtedly a good thing.