Asian Business Leaders 2022 – Innovative Chairmaker Embraces Unique Marketing Tactics


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An innovation-driven, 30-calendar year-outdated, Korean-born CEO is effectively foremost his small business to develop into a person of the best makes in the global home furnishings market. Roy Lee, CEO of Nouhaus, has gained the German Pink Dot Award 2020, a single of the world’s 3 key layout awards, for including a therapeutic massage operate to a fashionable piece of home furnishings. His idea has promptly put Nouhaus among the the top rated ranks of the home furniture entire world.

The Therapeutic massage chairs manufactured and marketed by Nouhaus are functional dwelling household furniture that millennials have embraced. Contrary to the common, bulky massage chairs that require 3 grown ups to elevate and transfer, a single person can very easily reposition Nouhaus’ smooth and elegant massage chairs.

In the summer of 2018, just after graduating from Glendale Hoover Substantial Faculty and briefly attending College, Lee founded Nouhaus Company in LA. He has considering the fact that developed a feeling in the US industry.


The Beginning of Nouhaus

The therapeutic massage chair marketplace is a well-liked a person, but there are few factories all over the entire world capable of mass-generating massage chairs.
Lee designed use of his experience doing work at the American corporation of a renowned Korean massage chair enterprise for about two decades in advance of establishing Nouhaus.
“Existing therapeutic massage chairs are all heavy and pricey,” reported Lee, also pointing out that many forget that therapeutic massage chairs are furniture. “Since only features is usually emphasised with therapeutic massage chairs, they generally look like some variety of spaceship cockpit.”

Lee set out to produce anything diverse. He decided to make massage chairs that would be appealing as items of furniture. Enter Nouhaus.
“Young persons search at their smartphones even though sitting in therapeutic massage chairs,” said Lee. “Considering that, I realized that the arm and leg therapeutic massage functionality of current therapeutic massage chairs is not be genuinely important, and less helpful than a again therapeutic massage, anyway. By dropping this sort of attributes, I recognized we could make a lighter-weight and more inexpensive chair.”
Nouhaus focused on e-commerce to offer the chairs, which further reduced the price of Nouhaus therapeutic massage chairs – to about a person fourth or 1 fifth of huge and major items that saturate the sector.
Soon after drawing all the needed photos for the organization, Lee traveled to China. He satisfied a business that showed terrific curiosity in therapeutic massage chairs in Hangzhou, Zhejiang Province – a foremost household furniture company that supplies custom home furnishings to IKEA. It is still the world’s No. 1 manufacturer of office chairs and is outlined on the Shanghai Stock Exchange.
“Our goals matched,” explained Lee. I could design and style a new variety of therapeutic massage chair and offer it in the US and now we experienced the interest of a Chinese business that produced an financial commitment and we made a decision to build a joint enterprise.”


E-commerce and Web Advertising and marketing

Nouhaus has now recognized itself as a chief in the field with once-a-year sales of $40 million from product sales of massage chairs and office chairs. It is a top corporation on Amazon in the area of functional chairs. It maintains an office environment/warehouse in Monterey and in Koreatown, Los Angeles – with warehouses in Fontana, New Jersey, Atlanta, Chicago, and Texas.

Profits are carried out by way of a direct to consumer model so that when a purchaser orders a chair on the web, it is manufactured in a manufacturing unit and delivered to the customer directly. Warehouses are created to improve competitiveness by means of speedy shipping and delivery.
As a younger gentleman who is familiar with social media, Lee has also embraced social media for marketing. Facebook, Instagram, and YouTube are Nouhaus’ and Lee’s main advertising instruments.


Emphasizing Outstanding Buyer Provider

A escalating popularity for large-touch, outstanding shopper assistance has served make Nouhaus a leader.
“It is mistaken to believe that an internet company can be effective only with a internet site, claimed Lee. “Now handling an on the net retail outlet is significantly a lot more costly than renting an offline keep. Keeping the web-site on a standard foundation will be the identical as an exertion to progressively move a serious flagship keep to Manhattan, New York. A great deal of do the job has been place into specifics gathered from consumer conversation. Making use of the massive amount of money of data we have gathered is the starting issue of marketing yet another merchandise.”

Lee set out to generate anything distinctive. He made the decision to make therapeutic massage chairs that would be interesting as parts of furnishings. Enter Nouhaus.

The Nouhaus manufacturer carries on to expand and even commenced a partnership with Costco last 12 months. Lee reported that Nouhaus is also making ready an offline ‘Smart Store’ this year to additional diversify revenue.
“By obviously arranging chairs like a cafe, we will make a virtual assembly location in which consumers can have a drink and browse a book,” explained Lee. “Then, if you like a chair, you can scan the QR code and place an buy on the location. Expanding interaction with prospects is what Nouhaus is all about.”

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By diana