In line with the trend of consumption upgrading, we will enter the high-end market with the goal of “good life†and become a new starting point for home appliance manufacturers 2018. As a result, Chinese home appliance manufacturers have begun to lay out high-end markets. However, it is not a day's work to succeed in the high-end market. Time, investment, accumulation and innovation are essential. At the AWE site, Casa Di's high-end original technology has attracted the attention of the industry, and this is due to the high-end market layout that Casa Di has advanced in the industry for 11 years. Let's take a look at the related content with the embedded Xiaobian.
After 11 years of completing the European brand for a hundred years, Casa Di became the first brand of high-end appliances
The data shows that the average unit price of Casa Di is high, the average price of refrigerators is 2.7 times ahead of the industry, 1.3 times that of joint venture brands; the drum is 2.1 times ahead of the industry, and 1.9 times that of joint venture brands. Under high pricing, Casa Di has grown ahead of the industry, with high-end share ranking first in the industry, refrigerator retail growth leading the industry by 7.6%, drum retail growth leading industry by 41.8%; Casal share in 1W+ refrigerator is 1.3 times of joint venture brand The drum washing machine 1W+ field Casadi share is 9.9 times that of the joint venture brand.
In 2018, Casa Di's high-end leading advantage was further expanded. In January, Casa Di accounted for 55% of the 1.5W+ refrigerator market, which was at the high-end first vent; in 1-4 weeks, the washing machine accounted for 68% of the 1W+ price segment; the air conditioner seized 1.5W+ market share of 38.64% in the third week, ice The three major industries of air washing occupy the first place in the high-end market.
All kinds of data show that Casa Di, born in 2007, has completed the century-long road of European branded home appliances in 11 years and has become the first brand of high-end home appliances.
In fact, at the beginning of the launch of Casa Di, the company adhered to the business philosophy of high-end and first-line in product positioning, and opened the first road of high-end market from product design, technology research and development, quality control, and standards. In 2007, Casa Di broke through the French refrigerator introduced by the pattern design. In 2008, it launched the Italian-style drawer refrigerator, which is now a representative product of high-end refrigerators. In the later period, it has been frequently new products, and it has continued to be the first in the high-end market.
In the high-end ice, wash and air market, Casa Di also holds the absolute first, and continues to lead the high-end home appliance market share. Haier's 2017 third quarter report shows that Casa Di's sales revenue increased by 41% year-on-year, including refrigerator 1W+ market share of 30%, washing machine 1W+ market share of 66%, air conditioner 1.6W+ market share of 47%, high-end ice, washing and air, etc. At the high end, the overall average price is nearly three times that of the industry.
Global strategic layout to create the Casa di brand, the world's high-end manufacturing achievements Casa di products
Haier was one of the early Chinese companies to go overseas, and its globalization began a few years ago. Casa Di was born in the process of globalization of Haier Group, and it has a globalized pattern and positioning from the beginning. With global integration of design, R&D, manufacturing and procurement resources, Casa Di is the first to meet the needs of high-end home appliances, and has won the recognition of former users such as Chile, the US Sheriff, the German Prince, the King of Malaysia, and the Princess of Dubai. User list.
At the beginning of 2018, the International Tourism Promotion Association and other institutions organized the exchange activities of the embassies in China in Beijing. Casa Di home appliances received the pertinent evaluation of more than 20 representatives from the embassy in China, opening the first "home appliance diplomacy" in the high-end home appliance industry. At the same time, Casa Di home appliances have successively exported to Europe, America, Australia, Southeast Asia, Russia and other countries and regions, and entered the mainstream sales channels of French appliance store Boulanger and Germany's largest appliance store Saturn, becoming the first brand of high-end home appliance consumption.
Casati’s globalization strategy and layout are concentrated in many products. This point can be seen from the 2018AWE. This year's AWE, Casa Di showed the product parts in 3D modeling anatomical drawings. The internal structure of the disassembled parts and components, the devices are from high-end manufacturing achievements in different countries around the world, showing the high-end manufacturing strength of Casa Di global.
For example, the Casati refrigerator combines three stainless steel slides from New Zealand, a cooling fan from Japan, and a gas-suspended oil-free compressor from Brazil. It solves the problem of large drawer sloshing and promotes the flow of refrigerator gas. Avoid excessive internal temperature fluctuations. Another example is the Casa Di washing machine, which integrates the Fisher & Paykel inverter direct drive motor from New Zealand, the 7-inch TFT display touch screen from Italy, and the direct drive motor can precisely control the washing speed and the stop-and-go ratio. It allows the user to master the entire process of washing, creating a smooth and stable control experience.
The global gathering of resources has shaped the global Casa Di, and Casa Di has also completed the globalization of the process of integrating global resources.
Carrying out the originality of technology, there is an originality in the place where there is Casa Di.
From the perspective of technological innovation, Casa Di has been leading the industry in innovation, and original technology has become the label of Casa Di. In the field of refrigerator fresh-keeping, in 2015, “passive preservation†to “active fresh-keepingâ€; in 2016, “instantaneous precision†preservation, the first gas preservation technology invented in 2017, and the overall “cell-level preservation†of the refrigerator industry. The three steps. In the field of washing machines, its synchronous flexible technology and fiber-grade care technology, this industry trend product is still no one can do.
Casa Di will carry out the original to the end, it can be said that there are industry-leading originals in places where there is Casa Di. According to the products exhibited by AWE: F+ free embedded refrigerator, equipped with the world's first oxygen-controlled fresh-keeping technology; Casa di Gemini washing machine 17kg version, is the world's first largest partition washing machine; Yun Ding Air conditioning, the industry's first ecological respiratory maintenance expert; Tianzhu air conditioning, is the world's first intelligent multi-temperature zone home air conditioning.
During the AWE period, comparative videos and live experiments were also exhibited in the Casa Di exhibition area. About F+ free embedded refrigerator "control and preservation technology", Tianzhu air conditioning "partition air supply", solid-state refrigeration wine cabinet "machine refrigeration 0 vibration", steam oven "lock food water" and other technologies have Video descriptions, as well as comparisons with other brands, allow viewers to better understand the differences between original technologies.
During the 2018AWE period, high-end ice, washing, air, wine cabinets, kitchen appliances, water heaters and other home appliances were unveiled, aiming to showcase Casa Di's high-end living solutions to the industry and families. Casa di products have been favored by users for many years, precisely because of their continuous innovation and integration of original technology into products, making these products more user-friendly, which is the main reason for its continued high-end home appliance market.
Of course, more importantly, Casa Di can see the trend, and began to lay out the high-end home appliance market 11 years ago and look at the world, so that it can truly provide users with a "good life" in today's consumption upgrade.
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