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NōME麻烦不断关店扩张减速还被叶国富讨债
2020-01-08 01:42   来源:  www.excelsiorpage.com   评论:0 点击:

NōME麻烦不断关店扩张减速还被叶国富讨债2019年12月,家居零售品牌NōME从繁华的广州北京路悄然撤离。1月5

  2019年12月,家居零售品牌NōME从繁华的广州北京路悄然撤离。1月5日,《品牌周刊》报道称NōME近期出现了集中关店的现象。

In December 2019, N?ˉME, home retail brand, quietly evacuated from the prosperous Beijing Road in Guangzhou. On January 5, reported that N?ˉME had recently been concentrated on the store.

  连续爆出的坏消息,令NōME品牌及其母公司、广州诺米品牌管理有限公司(以下简称“诺米”)成为了业界关注的焦点。

The back-to-back bad news has made the NoME brand and its parent company, Guangzhou Nomi Brand Management Co., Ltd.(hereinafter referred to as Nomi), the focus of the industry.

  在1月5日接受界面新闻采访时,诺米公共关系负责人解释称,该门店为直营店,并非其它媒体所称的“旗舰店”,未来会有比北京路店还大的店准备开。同时,他也否认了《品牌周刊》报道NōME在近期集中关店的说法,称随着近年来中国零售行业承压,公司在去年年底确实对门店进行了复盘,整理出十多家位于北京、上海、深圳、广州、重庆等地的直营店来衡量租售比情况,早期公司谈判力有限,它们多为铺租代价较高的门店,目前经过评估和与商场交涉,部分商场已决定进行降租,通过核算,成本结构符合要求的,就无需关店。

In an interview with the interface news on january 5th, nomi's head of public relations explained that the store is a direct store, not what other media call a \"flagship store \", and that there will be bigger stores than beijing road in the future. At the same time, he denied that brand weekly reported that nome had recently concentrated its store closures, saying that with the pressure on the chinese retail industry in recent years, the company had indeed reviewed its stores at the end of last year, sorting out more than a dozen direct stores in beijing, shanghai, shenzhen, guangzhou and chongqing to gauge the rent ratio.

  在给界面新闻发来的“关于近期部分媒体不实报道的说明”里,诺米对“该品牌在国内一线城市的旗舰店全线失守”、“NōME仅直营店就有上百家因欠租被业主强行关店”、“NōME在全国已经关闭的门店数量多达300家”的说法皆予以否认,称它们是“子虚乌有,纯属谣言。”

In an account of some recent false reports to the news, Nome denied claims that the brand had lost all its flagship stores in first-tier cities in the country, that hundreds of stores had been forced to close by owners for rent alone, and that NoME had closed up to 300 stores across the country.

  据上述公共关系负责人透露,诺米公司2019年营业额比2018年增长了3倍,2020年会保持对门店的动态调整,业绩不达标的店,不排除会采取提效率和业绩、调成本结构、关店等多种方法进行处理。

The company's turnover in 2019 is threefold higher than in 2018, and it will maintain a dynamic adjustment of its stores in 2020, according to the above-mentioned head of public relations.

  根据《零售老板内参》报道,NōME当时共关店15家。对此NōME当时给出的说法是,2019年公司格外关注门店的盈利情况,对于一些因客流下降、租金太高等因素导致盈利能力不好的门店,会及时调整。NōME品牌创始人陈浩在2019年年初复盘后,认为没必要开这么快,比起速度来,门店经营质量更加重要,开店速度会放缓。

NoME closed 15 stores at the time, according to the Retail Boss. The NoME said at the time that the company was paying special attention to the profitability of its stores in 2019, and that it would adjust in time for some stores with poor profitability due to declining passenger flow and too much rent. Chen Hao, founder of the NoME brand, looked back in early 2019 and saw no need to open so quickly that the quality of the store was more important than speed, and the speed of the store would slow.

  同样在去年夏天,36氪也有一篇报道,称诺米曾被服装供应商抱怨,创始人陈浩下的单量过大,而门店的真实销售情况远低于订单量,造成库存积压,进而导致流动资金受阻。

Also last summer,36 krypton reported that nomi had been complained by clothing suppliers that the founder, chen hao, had too many orders, and that the store's real sales were far less than orders, resulting in a backlog of inventory, which in turn hindered liquidity.

  对于库存,上述诺米公共关系负责人表示,库存压力比较大是在去年夏天的时候,通过促销方式,目前库存基本上已消化完。“库存对于我们厂家来说是大水池,库存是在内部的池子里去挪动,比如我们开了新店,可以把库存发到新店里去。明年,公司会做一系列商品力的强化,从定义到生产成本的优化,这样资金流转速度更高。”

For inventory, the head of public relations said the pressure on the stock had been largely absorbed by sales promotions last summer. \"The stock is a large pool for our manufacturers, and the stock is moved in the internal pool, such as we have opened a new store to send the stock to the new store. Next year, the company will do a series of commodity strength enhancement, from the definition to the optimization of production costs, so that the flow of funds is higher.

  诺米成立于2017年,通过直营和加盟相结合的方式,在成立第一年后开出了近100家门店。借助加盟快速扩店,截止去年8月,已开出超过500家门店。

Founded in 2017, Nome has opened nearly 100 stores after its first year of existence through a combination of direct operations and joining. As of August last year, more than 500 stores had been opened.

  按照诺米方面提供给界面新闻的最新数据,截止目前,其在全国的门店数量约为600家,其中直营店占比为10%,其余为加盟店。预计今年会开出70-80家新店,新店均为加盟店。

So far, there are about 600 stores in the country,10% of which are direct stores and the rest are franchised stores, according to the latest data from nomi. This year is expected to open 70-80 new stores, new stores are franchises.

  与此前对比,诺米开新店的速度有所放缓。诺米方面表示“目前一二线布局相对完善。接下来会进行填空和补充式的开店。“

In contrast, the pace of opening new stores has slowed. "The layout of the first and second lines is relatively perfect. The next step is to fill in the blanks and add to the store. “

  实际上,持续的门店扩张,对诺米的资金链要求不低。2019年3月,诺米宣布完成了由红杉资本和华兴资本共同领投,天图资本、今日资本跟投的B轮融资,融资金额达6亿元人民币。截至目前,诺米已经完成超过10亿元的融资。

In fact, the continued expansion of stores, normi's capital chain requirements are not low. In March 2019, Mr. Normie announced the completion of the round B financing, led by Sequoia Capital and Huaxing Capital, for a total of Rmb600m. So far, Normie has completed more than 1 billion yuan of financing.

  无印良品在中国内地门店超过250家;同样入华多年的日本家居品牌NITORI在内地开出37家门店,计划2022年之前达到100家门店;与诺米还在处于商标纠纷中的名创优品旗下NOME门店数超过200家;此前,京东、网易、等也先后展开了类似的布局;此外,新晋品牌如KKV、ONEZONE、生活无忧、宜卡家居、推库等的出现,也在挤压诺米的生存空间。

There are more than 250 stores in mainland China;37 stores in the Mainland owned by NITORI, a Japanese home brand that has also been in China for many years, are scheduled to reach 100 by 2022; and more than 200 NOME stores under Nomi, which are still in trademark disputes, have been similar to JingDong, NetEase and others.

  据亿邦动力网报道,1月3日,叶国富在其朋友圈发布信息,表示已向广州白云区人民法院递交了《强制执行申请书》,要求诺米公司在其微信公众号、微博上刊登对其本人的致歉声明,且时间不得少于30日;同时向其支付损失及债务利息共计元。

On january 3, mr. ye posted a message in his circle of friends that he had filed an application for enforcement with the guangzhou bai district people's court, asking mr. nomi to post a statement of apology to him on wechat and weibo for no less than 30 days.

  界面新闻查询中国裁判外文书网,找到了广东省广州市中级人民法院于2019年12月12日发布的、关于《叶国富、广州诺米品牌管理有限公司名誉权纠纷二审民事判决书》,显示二审判决为终审判决。驳回上诉,维持原判。

Interface news inquiry china referee foreign language book network, found the guangzhou intermediate people's court of guangdong province issued on december 12,2019, on the \"yeguofu, guangzhou nomi brand management co., ltd. reputation dispute civil judgment \", showing the second instance judgment as final. dismiss the appeal and uphold the sentence.

  按照法院一审判决:一、在本判决生效之日起十日内,诺米公司立即删除其在新浪微博上发布的标题为“致叶某的一封信——你的流氓阻挡不住你死亡”的文章;二、在本判决生效之日起十日内,诺米公司在其微信公众号、新浪微博上刊登向叶国富的致歉声明(刊登时间不得少于三十日,致歉声明内容须先经过本院审核,逾期未履行上述判决义务,本院将在《人民法院报》上登载判决书主要内容,费用由诺米公司负担);三、在本判决生效之日起十日内,诺米公司赔偿叶国富损失30000元;四、驳回叶国富的其他诉讼请求。本案受理费5500元,由诺米公司负担(于本判决生效之日起十日内向本院交纳)。

In accordance with the court's judgment of first instance:(1) within 10 days from the effective date of this judgment, Nomi Company shall immediately delete the article entitled \"A letter to Ye's death - your hooligans cannot stop you\" published on Sina Weibo with the title of \"A letter to Ye's death \";(2) within 10 days from the effective date of this judgment, Nomi Company shall publish an apology statement to Ye Guofu Company on its WeChat Public No. Sina, Weibo (published at a time not less than 30 days, the contents of the statement must first be examined by the Court, failing to fulfill the above-mentioned judgment obligations, the Court shall publish the judgment in the newspaper of the People's Court with the main expenses borne by Noomi Company;(3) within 10 days from the effective date of this judgment, No.30000 yuan for Ye Guofu Company of the People's Republic of China; The fee for accepting the case shall be RMB 5500, which shall be borne by Normi Company (paid to the Court within 10 days from the effective date of this judgment).

  据界面新闻了解,诺米公司此前已经删除了其在新浪微博上发布的标题为“致叶某的一封信——你的流氓阻挡不住你死亡”的文章,但对法院裁定的致歉声明及赔偿叶国富损失相关内容,并未执行。

The company has previously deleted an article on sina's microblog entitled \"a letter to a certain ye - your hooligans can't stop you from dying,\" but has failed to implement the court's statement of apology and compensation for the loss of ye.

  关于诺米方面是否会执行法院判决,具体执行时间等问题,上述诺米公共关系负责人没有做具体回应,仅对界面新闻表示:“目前我们还没有收到法院的通知。其他事务,法务同事会继续跟进处理,有最新进展会再行告知。”

\"We haven't received a notice from the court yet,\" the head of public relations did not respond specifically to questions about whether or not Nomi would enforce the court's ruling and the timing of the execution, only to the news. Other matters will continue to be followed up and will be updated.

  2019年3月26日,先是诺米家居创始人召开新闻发布会指出名创优品恶意窃取其品牌创意;随后名创优品则表示,诺米窃取了其商业创意,在发现对方商标未注册成功后,也申请注册了NOME商标,并准备开展品牌活动,诺米家居很快反驳回应。4月18日,名创优品宣布旗下NOME正式展开加盟,当时发布会现场的NOMElogo就与诺米家居的logo相似度很高。4月24日,名创优品创始人叶国富在朋友圈发文表示,要以“NOME”与名创优品方面持有的三枚注册商标(“ONME”、“NOMO”及“NOMEI”)高度近似造成侵权为由,对诺米方面采取法律措施。

On march 26,2019, the founder of nomi's home held a press conference to point out that the company had maliciously stolen its brand ideas; then nomi stole its commercial ideas and applied for a nome trademark after discovering that the other party's trademark had not been successfully registered. On april 18th mr. ming announced that nome had officially joined the company, when the nome logo on the scene was highly similar to the logo of nome's family. On April 24, Mr Ye Guofu, founder of Mingchuangyou Pin, wrote in the circle of friends that he wanted to take legal measures against Nomi on the grounds that the three registered trademarks (\" ONME \",\" NOMO \"and\" NOMEI \") held in respect of \"NOME\" and \"NOMEI\" were highly similar to each other.

  此后,在双方都未获得NOME商标所有权的情况下,两家同样标榜自己为“瑞典独立设计师品牌”、采用极为相似logo的品牌,开始了在线下开店的比拼。

Since then, in the absence of ownership of the NOME trademark, the two companies have started a competition to open online stores, using brands that are very similar to logo, by also flaunting themselves as \"Swedish independent designers \".

  2018年6月,名创优品在上海开出了全国首家NOME品牌门店。除了“NOME”标识比诺米的少一个“横”外,其门店设计风格、logo、产品类别,甚至店员工作服装等,都与诺米的NOME品牌极为相似。

In June 2018, Mingchuangyou Pin opened its first NOME brand store in Shanghai. With the exception of the \"NOME\" logo, which is one less \"horizontal\" than Nome's, its store design style, logo, product categories, and even shop assistant work clothes are all very similar to Nome's brand.

  然而,无论双方在门店设计风格、logo、定位上如何相似,口水仗打得多激烈,最终决定消费者去留、以及谁能活得更好的,还是商品品质、服务这些商战比拼中最本质的东西。

However, no matter how similar the two sides are in store design style, logo, positioning, how fierce the war of words, ultimately determine the consumer to stay, and who can live a better life, or the quality of goods, service, the most essential things in the battle.


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