Text/Mantis Finance (ID: TanglangFin)
Author/Yimou
Twenty years ago, Chinese families bought a foreign-funded refrigerator to be a face-saving thing. When it comes to high-end refrigerators, everyone thinks of brands such as Samsung and Siemens.
However, in the past 10 years when everyone talks about high-end refrigerators, the first thing that comes to mind is Casa Di. According to the latest data, Casarte Refrigerator has achieved "one of the best". The number one refers to the first high-end share, the first overall share in key areas, and the first increase in the four items in the TOP5 of the year; the second refers to the second overall share of the refrigerator industry, with double-digit growth in retail sales and sales. , The average price is more than twice the industry.
From the high-end first to the industry leader, Casarte refrigerator is closely related to the smart kitchen scene and changes in consumer demand.
From products to scenarios, new demands bring new growth
Since 2020, the home appliance industry has been in a downturn as a whole, with a year-on-year decrease of 11.3%. However, the refrigerator sub-industry is thriving, with a year-on-year decline of only 1.4%.
The reason for its resistance to decline is mainly driven by high-end.
According to data from Aoweiyun.com, the average price of the online refrigerator market in Q3 and Q4 will increase by 10.8% and 11.2% in 2020, and the average price of the offline market in Q4 will exceed 5,000 yuan. High-end consumption has driven the entire refrigerator market.
Casarte refrigerator became the direct beneficiary of this wave of dividends. In 2020, the cumulative share of Casarte refrigerator reached 13.4%, which not only achieved contrarian expansion, but also led Bosch, Samsung, Panasonic, Siemens and other brands with a growth rate of 3.9%. In the high-end market, the second place in the industry is far behind.
Of course, in addition to the high-end trend, changes in the industry's wind direction are deeper reasons.
In the era of the Internet of Things, the sceneization of home appliances has become an inevitable trend. In recent years, Haier Zhijia has been vigorously promoting the scene ecological strategy. As one of the core products, refrigerators have naturally risen.
After more than ten years of hard work, Casarte has achieved the ultimate in high-end products, and now it is embedded in the high-premium scene, which is just like a fish in water. Smart kitchens not only provide consumers with new scene solutions, but also bring a new growth path to Casarte Refrigerators. On the other hand, competitors are still fighting on their own with a single product, and each has its own advantages.
Refrigerators are no longer just "refrigerators", they have begun to lead industry changes
In China, food delivery and central kitchens are entering the lives of a new generation of young people. Sales of pre- and semi-finished products are growing rapidly, and users are paying more and more attention to healthy diet management.
Among them, perhaps we can understand the growth logic of the refrigerator industry.
For example, through the large screen of the Casarte refrigerator, users can directly purchase pre-products or ingredients. Casarte refrigerator not only has the black technology of MSA oxygen control and preservation, so that the nutrition of the ingredients is almost not lost, but also becomes an online IoT terminal that can work with body fat scales, ovens, etc., and users can also change in seconds through smart recipes. Star chef. It can be said that Casarte Refrigerator provides a full-scenario intelligent service integrating buying, storing, eating and making.
This is in sharp contrast with the traditional single-function refrigerator.
Essentially, in the era of experience economy, what users need is no longer simple single hardware and functions such as power saving, refrigeration, and sterilization, but an intelligent and high-end healthy eating experience.
The scene experience has replaced hardware upgrades, and the role of the refrigerator has changed, and it is no longer just a "refrigerator".
In biology, the ecosystem has three levels-symbiosis, mutual growth and rebirth. This means that in the ecology, the development of individuals is interdependent, and then they create value together, and maintain the healthy development and evolution of the system through value sharing within the circle, thereby enhancing the level of the ecosystem.
The same is true of Casarte refrigerator. It is "symbiosis" when it is integrated with the smart kitchen, and the whole set of procurement brought by scene-oriented is "intergrowth". Therefore, increasing the market share is "rebirth".
The data from Zhongyikang also shows that in January 2021, the share of Casarte refrigerators will not decrease, and the distance from competing products will be widened, indicating that the power of this "rebirth" is not short-term stimulus, but long-term competitiveness. .
If things go on like this, Casarte not only reshapes the industry structure, but also sets a benchmark for the development of the entire industry. While accelerating industrial transformation, it will also consolidate Casarte’s leading position in the scene era, break through the ceiling, and bring further progress. "Rebirth".
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