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With the development of overseas social e-commerce, more and more brands are starting to sell goods through social platforms. Just as e-commerce platforms gave birth to e-commerce brands, with the help of social platforms such as TikTok, a group of social e-commerce brands are growing and have attracted the attention of capital...
1. Emerging home furnishing brands received three rounds of financing in one year
Recently, the home furnishing brand Newme received millions of dollars in angel+ round financing from Huaying Capital, which is the sole investor. It has only been three months since Newme last received financing, and this is the third round of financing Newme has completed within a year.
According to public information, Newme's previous two financings were a seed round in January 2021, invested by Yunmu Capital and Zhishi Capital, with an amount of millions of RMB; and a multi-million dollar angel round in November 2021, led by Weiyi Capital and followed by Qingying Venture Capital. Weikuai Capital served as the exclusive financial advisor for this financing. The angel round financing will be used for supply chain research and development and management, brand building and other businesses.
In the latest round of financing, Newme stated that it would use the funds raised to expand sales channels, deepen product research and development, and build its own brand.
Less than a year and a half after its establishment, what is the secret of this emerging brand that makes capitalists so optimistic about it and has received three rounds of financing in just one year?
Ji Wei, founding partner of Huaying Capital, said that Huaying Capital has long been paying attention to the new consumption sector. In recent years, due to the impact of the epidemic, overseas e-commerce has developed rapidly. The e-commerce layout of social platforms such as TikTok will also bring huge market space. Newme is one of the first authorized sellers in China, which can realize closed-loop transactions on TikTok. Huaying is optimistic about Newme 's first-mover advantage and future development.
2. Who is Newme, the DTC overseas brand?
Newme was established on November 26, 2020, and its parent company is Shanghai Nimi Network Technology Co., Ltd.
According to information from Tianyancha, Newme focuses on promoting products through TikTok channels, with independent sites and Amazon stores as the main conversion platforms. The supply chain further defines new products through self-research and package delivery to create a DTC home appliance brand.
At present, its main products include lamps, small kitchen appliances, small bathroom appliances and power tools, etc., which are positioned in the home furnishing category with a unit price of US$30-100, and the target user group is people with home furnishing needs in the European and American markets.
3. Seizing the opportunity of TikTok, Newme is growing stronger
The editor learned that Newme's GMV all comes from TikTok, of which 95% comes from short videos on the platform and the remaining 5% comes from live broadcasts. To a certain extent, it can be said that the TikTok platform has given Newme the right time and place for development.
Newme is targeting the social media platform TikTok. The story of seizing the opportunity to develop is inseparable from the keen business vision of its founders. It is reported that the two co-founders of Newme, Gu Jun and Tan Jianrong, both have decades of experience in Internet, retail and brand entrepreneurship. Gu Jun has worked for companies such as JD.com and Lefeng.com. Most of its team members also have backgrounds in companies such as JD.com, Tencent or Microsoft.
The editor learned that when Gu Jun first started his business, he mainly engaged in imported social e-commerce business, and his business model focused on group distribution. In 2015, he began to import cosmetics from Japan, South Korea and other places to sell in the domestic market. Later, he shifted the focus of his business to overseas markets, delved into overseas expansion, and tested the waters in the Indian market. After that, he withdrew from the Indian market and turned to the TikTok platform, focusing on the European and American home furnishing markets.
Since March 2021, Newme has invested more than one million US dollars in advertising on the TikTok platform, and has held more than 500 live broadcasts of various sizes. It turns out that its strategic shift to focus on TikTok is correct.
As Newme's business on the TikTok platform matures, the platform will gradually transform from a sales channel for Newme to a grass-seeking channel, playing a role similar to Xiaohongshu. Newme also said that it will launch smart home products such as electric nail clippers and thermostatic lunch boxes, which will be sold on independent sites and multiple channels such as Amazon.
4. Home products are hot-selling, what are the latest home decoration trends?
Affected by the global epidemic, consumers have begun to spend a lot of time at home. In order to make their home life more comfortable, more and more consumers are trying to renovate their homes, and home furnishing products have also become popular.
With about 45% of full-time U.S. workers working from home in 2021, according to Gallup, many of these people are continuing the 2020 trend of beautifying their home spaces. Sales of home goods and furniture increased 15% year-over-year during the holiday shopping season, according to NRF. Sales at home improvement and gardening stores also increased 14%, according to the U.S. Census Bureau.
In 2022, consumer home improvement trends will also change accordingly. Homes recently released the latest home decoration trends:
Modern craftsman aesthetics
Modern artisan aesthetics stems from natural materials and craftsmanship, such as furniture made of raw materials such as wood, rattan and stone, and home furnishing products embellished with ceramic and linen elements. Furniture made from these natural products has a retro quality and can make the home space look more fashionable. This trend will continue to be popular in 2022.
Green tranquil color
The preferred home color for 2022 seems to be tranquil green, with many paint companies naming green as their color of the year and it is also currently a popular home search trend.
The uncertainty of the epidemic has made people more eager to reconnect with the outside nature. In this case, vibrant green has become the color of choice for many people at home. It is predicted that green kitchens with islands, wooden bar stools and wallpapers with natural features will become the latest popular trends in 2022.
Jungalow Style
The Jungalow style has a bohemian spirit. Inspired objects made from natural textures, wood grains and basket weaving, colorful DIY indoor plants, etc. will also become the latest home decoration trends in 2022.
Room dividers for dividing spaces <br/> Due to the impact of the epidemic, working from home has become a popular way of working, and room dividers that can divide home spaces and home work devices with desks have become a rigid demand for some consumers. These room dividers provide simple solutions to divide space, separating living areas from work and study areas, which can cater to the needs of each family member while creating a relaxing and warm environment for everyone.
This partition is beautiful and practical, and it will not destroy the original room structure. Spaces Interior Designer Jessica Harris believes that this type of room divider design will become a popular trend in 2022.
Pastel Geometric Tiles
From fashion shows to furniture, geometric patterns are becoming a new trend. Exaggerated borders, dynamic shapes, and creative tile ideas can add vitality to living spaces. Among them, the latest trend is the "new pastel" tones of tiles, which can create a tranquil and personalized space for consumers.
From the emerging home furnishing brand Newme receiving three rounds of financing in one year to the home furnishing giant Zhiou planning to restart its IPO, the overseas expansion of Chinese home furnishing brands is full of infinite possibilities! Industry sellers can combine the latest trends to provide consumers with more products that meet their needs.
Newme Financing |
