Expanded 400 stores in 2 years.

In 2017, when NOME got the first financing of Capital Today and Sequoia Capital, Chen Hao only opened a store. After more than a year of financing, the number of stores nationwide has exceeded 400. So far, it is still growing at a rate of more than 40 per month.

NOME stores are mainly distributed in the top TOP150 shopping centers nationwide, with a single store of 200-500 square meters. From the site selection point of view, NOME and MINISO follow a very similar route, and consumers often see MINISO in places where they can see NOME.

NOME's product positioning is more like an upgraded version of MINISO. Its model can be summarized as Swedish design + China supply chain + lifestyle brand, the product emphasizes the ultimate cost performance and design sense, providing more than 3,000 SKU products in 10 categories. Its customer price is around 90 yuan, much higher than the company with 10 yuan store model.

From the selection to the layout, NOME has worked hard. NOME 200 square meters of storefront, around the home life scene, including women's clothing, men's clothing, clothing accessories, digital parts, snack food, color cosmetics and other nine categories. NOME has more than 3,000 SKU products. In order to reduce the time spent by consumers on the selection and reduce the incidence of difficult selection, NOME has only 1 or 2 SKUs in each category.

However, NOME was reported: the franchise store appeared to retreat.

At present, many franchisees are facing a decline in performance. There are many similar reasons for this. One of the franchisees said that the two NOME stores he joined, the single store turnover began to decline two or three months after the opening.

Chen Hao, the founder of NOME, once said that some excellent stores of NOME can achieve a monthly efficiency of 8,000 yuan. This data is about twice as good as the industry's better standard. NOME's single store has an average of 1600 passengers per day and generates 300 new members per day with a conversion rate of 20%.

The rapid expansion brought the gap in store business data, exposing the lack of NOME franchise system.

With the rapid expansion of stores, NOME's proud supply chain and shopping experience are beginning to face challenges. The immaturity of supply chain and store management has become the main reason for the expansion of NOME. At present, many franchisees have proposed to withdraw their stores in time to stop losses.