Japan's third-largest retailer, with sales nearly 7 times higher than IKEA's in Japan, is the leader in the Japanese home furnishing market. Nidali has always had an excellent reputation, and has been praised as "the best version of IKEA" and "the affordable version of Muji", and it is positioned as a home goods store close to customers, and it is very convenient to set up stores in the location closest to customers. Over the past 30 years, Nidali has maintained both sales and profit growth.
 
Nidali has extremely high requirements for the quality of its home furnishing products, and because it cannot control the quality of third-party factories, it has opened a number of its own factories in Southeast Asia to produce goods in strict accordance with its own quality standards, of which about 80% of the products are self-developed. In order to reduce the defective rate of products, Nidali has recruited Honda's senior management in charge of quality control management, so that the defective rate is as low as 0.7% of the "perverted", and there is no need to worry about its quality. In terms of appearance, Nidali's products are not pure Japanese style, they belong to Japanese style with a little Nordic style, the appearance is simple and bright, and the colors are colorful, which is very in line with the current aesthetics.
 
In 2016, Nidali launched the more cost-effective DAY Value series, in which 21 pieces of furniture, including sofas, dining tables, cabinets, etc., were sold for a total price of less than 23,000 yuan. And the product design and color of the series are extremely unified, so consumers do not need to think too much about the matching of furniture when purchasing, which is very worry-free. As of July 2017, Nidali has opened a total of 14 stores in Shanghai, Hangzhou, Wuhan, Nanjing and other cities in China. But it's a pity that Nidali's Tmall flagship store doesn't have too many furniture products, and some products can only be purchased through offline channels.