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NITORI通过家居家具和家居时尚品的销售，旨在实现"与欧美比肩的家居环境多样化"。为实现这一点，必须同时具备设定任何人都能够买得起的价格以及提供优质商品的功能。

由此，NITORI在传统式"制造零售业"模式中加入了物流功能，构建起新的商业模式即"制造物流零售业"。为保障价格与质量优势，几乎所有商品都在亚洲各国生产，以此缩减生产成本。NITOTI集团还涉足多数委托给外部的进口/报送业务、从保管到流通的物流业务、传单制作等广告宣传业务、以及从系统策划到设计研发等业务。

为向客户提供低价优质的商品，为尽量缩减中间环节的成本，基于连锁店理论而参与从商品策划/原材料采购到制造/物流/销售的一系列过程，这是NITORI集团的典型特征。

其结果，零售价格降低到传统的1/2乃至1/3。此外，通过所有业务均在集团内展开，可缩短从决策到实施的时间，实时提供客户要求的商品。

迅速生产低价优质产品、省去各类中间费用、以短距离将商品送到客户身边；通过进一步实现购买便利性，以期保障客户随时都能够感受到购物的乐趣，这就是NITORI集团的基本构想。2009年NITORI店铺数目达到200家，销售额实现2000亿日元。为了建立真正意义上的连锁店经营企业，重新站在建立Mass Merchandising的原点。并于2010年8月，改建了NITORI集团的组织结构，成立了新的控股集团公司「Nitori Holding Co.,Ltd」（NITORI控股公司）。

NITORI集团是由以家具/家饰品零售为主的NITORI控股公司，在印度尼西亚和越南进行家具生产制造的NITORI Furniture Co.,Ltd，以日本国内物流业务为主的Home Logistics Co.,Ltd，以集团整体宣传/广告业务为主的NITORI Public，以及海外商品采购业务及海外零售业务的各海外子公司所组成的。如此能够更加明确集团内部的各种机能和责任，建立灵活机动的经营体系，在不断变化的竞争环境下，持续提高企业价值。今后NITORI集团将为实现企业愿景，不断进步，发展。

NITORI的目标是提供"与欧美并肩的家居环境多样化"。为此，让客户感觉到NITORI就在自己身边和可随时放心购买这一点很重要。截止2012年6月，NITORI已经拥有276家店铺（国内264家、海外12家）。此外，公司根据各类选址条件灵活设立店铺，使店铺尽量靠近现有店铺的商圏，以此实现占优策略。通过增加店铺数量，希望能够让更多的人体会到购物的乐趣。

Through the sale of home furniture and home fashion products, nitori aims to achieve "a diversified home environment comparable to Europe and the United States". In order to achieve this, it is necessary to have the function of setting a price that anyone can afford and providing high-quality goods at the same time. Therefore, nitori adds logistics function to the traditional mode of "manufacturing and retail industry", and constructs a new business mode, namely "manufacturing and logistics retail industry". To ensure price and quality advantages, almost all goods are produced in Asian countries, thus reducing production costs. Nitoti group is also involved in most of the import / submission business entrusted to the outside, logistics business from custody to circulation, leaflet production and other advertising business, as well as business from system planning to design and research and development. In order to provide customers with low-cost and high-quality goods and minimize the cost of intermediate links, nitori group participates in a series of processes from commodity planning / raw material procurement to manufacturing / logistics / sales based on the chain store theory, which is a typical feature of nitori group. As a result, retail prices have fallen to the traditional 1 / 2 or even 1 / 3. In addition, through all businesses within the group, the time from decision-making to implementation can be shortened and the goods required by customers can be provided in real time. The basic idea of nitori group is to rapidly produce low-cost and high-quality products, save all kinds of intermediate costs, and deliver goods to customers in a short distance; further realize the convenience of purchase, so as to ensure that customers can feel the pleasure of shopping at any time. In 2009, the number of nitori stores reached 200, and the sales volume reached 200 billion yen. In order to establish a chain store management enterprise in a real sense, it is necessary to re-establish the origin of mass merchandising. In August 2010, the organizational structure of nitori group was rebuilt and a new holding group company, nitori Holding Co., Ltd, was established. Nitori group is a nitori holding company mainly engaged in furniture / accessories retail, nitorifurnitureco., Ltd. engaged in furniture production and manufacturing in Indonesia and Vietnam, and homelogisticsco. Mainly engaged in domestic logistics business in Japan, Ltd. is composed of nitor public, which focuses on the group's overall publicity / advertising business, as well as overseas subsidiaries of overseas commodity purchasing business and overseas retail business. In this way, the functions and responsibilities of the group can be more clearly defined, and a flexible business system can be established to continuously improve the enterprise value in the changing competitive environment. In the future, nitori group will make continuous progress and development to realize its corporate vision. Nitori's goal is to provide "a variety of home environments alongside Europe and the United States.". For this reason, it is important for customers to feel that nitori is around them and can be purchased at any time. By June 2012, nitori had 276 stores (264 in China and 12 overseas). In addition, the company can flexibly set up stores according to various site selection conditions to make the stores as close as possible to the business district of existing stores, so as to realize the dominant strategy. By increasing the number of shops, we hope to make more people enjoy shopping.

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