1. Product Name: Novilla American Modern Style Furniture
2. Product core highlights: the product is developed for the North American market, with a simple appearance, containing some industrial elements characteristics. The coffee table top can be lifted.
3. Establishment of differentiation strategy:

After the Dprox team researched and analyzed the American interior design style and Novilla's new products, it was decided to combine the relaxing and serene brand atmosphere with the American casual, soothing and natural lifestyle to form the style tone of the whole piece. In terms of scene design, the American style elements are retained while being simplified. The rigid structure retains the retro literary atmosphere, a small amount of soft furnishings highlighting the sense of nostalgia are selected, and the industrial elements of the products are combined to create an American modern style home and a living scene in line with local customs. The construction of the scene utilized CG production, so the brand does not need to spend high costs to build a real scene. At the same time, it should be noted that Novilla furniture must be the protagonist in the living room scene, so as to avoid other decorative elements to steal the visual appeal of the furniture products. In terms of background music, a soothing rhythm and gentle melody are used to create a relaxing and comfortable atmosphere through gentle tones, together with some birdsong and other sounds of nature, allowing the audience to relax and reduce stress.