With the strong penetration of brands such as Mulinsen, Zhaochi Lighting and Jiuliang into the home lighting field, coupled with the continued efforts of the Ou Pu and Sanxiong Aurora brands, the home lighting has been a knife. In order to take the lead in occupying the highland of home lighting industry, NVC Lighting has made a strong attack and launched the market through multi-brand strategy. Home lighting has become a strategic high ground for lighting companies. As an old-fashioned lighting company in China, NVC has recently released the brand of the Lesley Leeds Castle after the launch of the simple home sub-brand Berkley Berkely on National Day last year. It is reported that Leeds Castle is a new European and American pan-home brand dominated by NVC. With the strong penetration of brands such as Mulinsen, Zhaochi Lighting and Jiuliang into the home lighting field, coupled with the continued efforts of the Ou Pu and Sanxiong Aurora brands, the home lighting has been a knife. In order to take the lead in occupying the highland of home lighting industry, NVC Lighting has made a strong attack and launched the market through multi-brand strategy. When it comes to branding, NVC Lighting has set an example for lighting companies. Since the National Day last year, NVC Lighting has released several home brands. During the National Day last year, NVC Lighting launched the modern light brand Berkley Berkeley, which caused quite a stir in the industry. Berkley has been strongly expected by the market since its launch on October 23. In order to launch the brand of Berkley, NVC has done a lot of preparatory work in the early stage, including detailed market research, signing Chinese and foreign designers to strengthen product innovation capabilities. After a full month, finally, the first Berkley store in the country opened her mystery in Quanzhou Xiyingmen Building Materials Furniture Plaza. It is reported that Berkeley insists on the purpose of modern and simple product style, and designs a versatile product that meets various application scenarios. In a short period of time, the brand has achieved good results. In December last year, the first Berkeley store in Quanzhou was officially opened in Quanzhou, Fujian. Within three hours of opening, the turnover of lighting was as high as 1.5 million yuan. This shows that consumers are fond of minimalism. In less than a year, Berkeley has opened nearly 40 stores and 120 in the renovated store. Berkeley has become China's fastest growing modern lighting brand. In 2015, NVC Lighting proposed a strategy of strengthening the home lighting business while consolidating the commercial lighting business and realizing the dual-engine growth model of Shangzhao Home. NVC's home business has huge room for growth, and the home business and commercial business should be driven by two-wheel drive. Wang Donglei, chairman of NVC Lighting, said this. As LED technology matures, it provides more possibilities for the functionalization of home lighting products, and the domestic urbanization rate and people's requirements for the home environment are further improved, which has also given birth to a larger home lighting market space. In the face of the huge and increasingly mature home lighting market, NVC Lighting continued to promote the brand route in 2017. In February of this year, NVC Lighting Jingdong released a new brand Dongdong in Guangzhou CATWALK glass room. With the continuous upgrading of the domestic consumer market, young people after 80-90 have become the main consumer power. Young people with ample economics tend to buy consumer upgrades with good design and good functionality. Dongdong is a pan-home brand exclusively for young people launched by NVC and Jingdong. Mr. Zhang Peng, President of NVC Group, introduced: The advantage of Dongdong is that it is a designer brand; secondly, the whole house set product designed by the designer meets the needs of young people to buy in the next stop; The Internet platform has a unique after-sales service guarantee system from Jingdong. It is reported that the Dongdong brand is a bold exploration of the manufacturing industry + the Internet industry. As the leading representative of lighting manufacturing, NVC has strong design strength and global supply chain system. As the leading Internet platform in China, JD. has the advantages of Internet thinking, cloud data computing and fast logistics distribution that traditional manufacturing does not have. The two sides carry out in-depth strategic cooperation and uniquely integrate the ecological system of NVC and the Jingdong Internet platform. The ecosystem is integrated to form a larger cross-border intelligent IoT ecosystem. Recently, NVC has another action such as throwing a blockbuster in the home lighting industry. On August 19th, the beauty of the ingenuity was born from the listing ceremony of the British Rexlitz Castle brand in Zhongshan Huayi Square. Previously, NVC UK mobilized global resources and launched a new European and American pan-home brand based on lighting. As consumers' demand for home improvement styles becomes clearer and clearer, the new European and American styles are highly sought after by high-end consumers. In response to the current market situation, NVC Lighting has created a brand new brand, Leishritz Castle. Xu Jin, general manager of NVC's home business department, said that LEEDS CASTLE is a distinguished British bloodline at birth, and the noble swan badge has become a symbol of brand elegance. Its unique copper lamp lighting and selected solid wood furniture. Decorations, carpets, fabrics and other home boutiques, interpretation of the noble new European and American home living art. In 2017, the company entered the Chinese market in an all-round way. Leeds Castle has a parent brand, Ren Shiqiang, which can enhance the brand awareness and perfectly display the product subdivision style. The prospects should not be underestimated. So far, including the previous mainstream Volkswagen brand NVC and the high-end new Chinese-style pan-home brand West Lake Yanyu, NVC's home brand group is divided into the following five parts: Dongdong online designer brand, West Lake Yanyu high-end new Chinese-style pan-home brand, Leeds Castle high-end European and American luxury brand, Berkley high-end modern minimalist pan-home brand, NVC high-quality mainstream Volkswagen brand.
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