It is hot just after the Great Summer, especially in the context of the El Nino phenomenon sweeping across the Pacific Ocean this year, people's demand for air conditioners continues to "heat up". CCTV2's financial channel "Zhengdian Finance" mentioned in a special report that the production and sales of domestic air conditioners boomed in June, with year-on-year growth of more than 35%.
In hot weather, southern residents have even more difficult feelings: in areas with a lot of rain, the hot and humid environment will make people feel stuffy, sticky and hot, and it is easy to cause various diseases.
Therefore, the dehumidification function is also an important evaluation factor for southern consumers to choose air conditioners. In the past, it was difficult for home appliance brands to prove the dehumidification ability of air conditioners to the market in an intuitive way.
However, this situation was changed in July this year. Casarte Air Conditioner toured Huzhou Moganshan Station in the rainy season of 2023. It used 24 hours to dehumidify 200 jins of water and filled 1094 rock cups with specific data. It won the title of "Longest Rock Cup Queue" in the Guinness Book of World Records.
Unlike most records that have nothing to do with ordinary people's lives, this is obviously a very humanistic Guinness record, and it also demonstrates Casarte's technological strength and brand pursuit that continue to exceed user expectations.
Casarte no longer competes with other brands on the purely functional dimension, but advances with the goal of users' comfortable life. As stated in the book "How High-end Brands Are Made": For high-end brands, it is not only positioned in materials and packaging, nor technology and design, but represents an ultimate spiritual pursuit.
Just like this, Casarte has embarked on a new brand road—leading the high-end lifestyle, and based on this, proposed a smart life plan.
Obviously, Casa Dili tries to start from life and continue to grow together with users. While anchoring the strategic upgrade, Casarte also restructured its own value chain.
1. Every step up the brand comes from being closer to users
There is a saying in "Tiangong Kaiwu": Things are born from nature, and work is created by people.
Good products are not only developed by people, but also for people's needs. For home appliance brands that meet consumers' daily needs, the closer they are to users, the easier it is to succeed.
Looking back 17 years ago, when Casarte created the brand, the home appliance industry experienced more than 20 years of great development, and was in a critical period of transformation—market competition was fierce, home appliance brands paid more and more attention to cost performance, and low-price competition was serious.
However, most brands ignore that the number of elite users is constantly expanding, and over one million middle-class families have a demand for a high-quality life. Realizing this, Casarte chose to start from "people", constantly improve product quality, create high-end brands, and promote the transformation of the industry from low-price competition to quality competition.
High-end brands need a long-term cultivation process, especially for Casarte, which insists on leading high-end products and high-end brands, promoting the R&D and accumulation of original technology and building a R&D system with users as the protagonists is like polishing a peerless sword General - "The edge of a sword comes from sharpening".
However, accumulation will eventually translate into a compound interest effect. From 2016 to 2020, Casarte achieved a high share and high growth at a high average price, with a compound growth rate of 36% for five consecutive years.
Behind the digital growth is Casarte's deeper and deeper understanding of user needs. Based on this, under the background of continuous improvement in performance, Casarte chose to believe in its own judgment on user needs, boldly changed the route of "leading high-end scenes", and deeply integrated Triwing Bird.
The user's demand for product functions is essentially the demand for specific scenarios in life. Realizing this, when most brand development thinking stays at the product level, Casarte breaks away from the product-centric thinking, changes the situation of mutual isolation between products, and uses scenarios to serve users to sleep well and eat well Food and other real needs.
The market will reward the first movers on the right path. In 2021, Casarte will achieve revenue of 12.9 billion, a year-on-year increase of over 40%, surpassing the growth rate of the past five years. In 2022, Casarte's overall share will increase by 1.4pct, achieving the absolute number one in high-end products.
When the time comes to 2023, Casarte is already a leader in the high-end home appliance market. Under such a background, does Casarte still have the courage and determination to turn around like an elephant?
At the 2023 Sixianghui and Casarte brand upgrade conference in June, Casarte gave the answer: Leading from high-end products, high-end brands, and high-end scenes, Casarte started brand upgrading again and started high-end life A new era led by the way.
Leading high-end lifestyles reveals Casarte's exploration of new needs of users and its choice of a new direction for the future.
With the major changes in China's property market, the basic housing needs of residents have been met, the new housing market has entered a stage of decline after peaking, and the demand in the home appliance market is shifting from "have you" to "good or bad", improving the quality of life of users has become a home appliance brand development direction.
Today's consumers hope that home appliance brands can meet the requirements of different dimensions such as technology, health, and art at the same time. In response to these needs, Casarte responded.
2. The concept of "overrun" redefines high-end life
Among the more than 16 million users of Casarte, each person has a different upper limit of imagination for the quality of high-end life. Some people hope that an air conditioner can meet the dual control of temperature and air quality to achieve healthy breathing; some people hope that the kitchen can automatically recommend new recipes, and the balcony can automatically sterilize to realize smart life; some people have higher requirements for the artistic sense of home scenes , hoping to enjoy smart home and space aesthetics at the same time.
Therefore, in order to serve every user well, Casarte can only continue to innovate with the concept of "exceeding limits" and lead high-end life. As Liu Run, a well-known business consultant, said: "The so-called high-end refers to the porcelain work that users care most about. But to solve the porcelain work, you must have your own brand of diamonds, and the same is true in the home appliance industry."
Among them, the most basic is technological innovation. From the perceptions of different aspects of users, we have seen how Casarte achieves this based on original and refined technology.
First, it is the user's direct perception: comfort.
Under Casarte's highly integrated platform service mode, every scene in the whole house is "just right": the entrance light is bright, the air conditioner keeps the indoor temperature in line with the user's habits, and the Casarte steam oven starts to serve meals after the user selects the AI recipe Wait, the linkage of different scenes makes the user's life more comfortable.
The realization of the above scenarios is undoubtedly inseparable from the support of intelligent technology. Casarte's investment in original technology research and development has shown a continuous and stable rhythm, and it has been like a day for 17 years. This innovative spirit has also been recognized by the industry: at the 2023 China Air-Conditioning Industry Summit Forum, the Casarte brand and Casarte Nebula air-conditioning products were respectively awarded the "High-end Comfortable Brand" and "Technical Comfort Pioneer" by the industry. "Two titles.
Second, it is the user's functional cognition: comprehensiveness.
Users' demand for home appliances is shifting from "easy to use" to "multiple uses". Take air conditioners as an example. As mentioned above, people's pursuit of air conditioners is no longer a simple temperature control function, but a comprehensive consideration of the air environment of the entire home.
Therefore, Casarte continues to iterate its products, and in 2023, one Nebula air conditioner will be used to realize the functions of 7 appliances including humidifier, purifier, and aldehyde remover.
At the brand level, the proposal of the six major solutions of food, oxygen, water, clothing, cleaning, and pleasant smart life also stems from the changes in user needs from usefulness to easy-to-use to multi-use. In the trend of integration and integration of home appliances, Casarte chose the overall innovation guided by specific life scenes.
It may be difficult for users to directly perceive the technological attributes of the brand, but they can still experience the comfort and satisfaction brought by Casarte's years of technological accumulation in daily use.
Without diamonds and porcelain work, the basis for Casarte to promote brand upgrading is original and refined technology. However, the hard power of science and technology is only the starting point of "exceeding the limit".
3. Only by co-creating with users can we sail far
The individualized narrative of the brand is always inseparable from the user. It is a future trend to upgrade the home experience around the user's living habits. The growth of Casarte is essentially a sustainable and iterative brand evolution driven by users.
Therefore, Casarte's "leading high-end life" brand upgrade is not so much self-evolution as it is a new stage of co-creation with users. As Xu Meng, Vice President of Haier Zhijia and General Manager of China, said: "A real high-end brand must stand the test of time, constantly self-optimize and iterate, and have its own value and brand belief."
The value and brand belief of Casarte are undoubtedly the value to users. In addition to technology perception, users' pursuit of home life also includes health and artistic sense.
Therefore, after seventeen years of sharpening the sword, Casarte pays more attention to the comprehensive improvement of all aspects of experience.
On the one hand, "health" is a concept with vague boundaries, and it is difficult for a single household appliance to fully carry it. Therefore, after upgrading to lead the way of life, Casarte can strengthen the health care of users as a whole.
On Sixianghui, Casarte gave an example: when the flu comes, the smart balcony will upgrade the 56°C sterilization scene for the user cloud, and the smart kitchen will also update the recipes in real time based on the user's health data. This is true holistic care.
On the other hand, life is art. With the continuous improvement of consumers' aesthetic ability, they have higher requirements for the overall aesthetic design of home scenes.
The six schemes of Casa Di Food, Oxygen, Water, Clothing, Purification, and Joyful Smart Life are not only high-end intelligence, but also have a unique spatial intelligence sequence experience. For example, the work jointly created by well-known architect Shuhei Aoyama and Casarte Guangnian - "Boundless Ideal House".
Technology + art is part of high-end life. In the design of the unbounded ideal home, the main color of "yunyan white" is integrated into the light-colored home decoration, highlighting the sense of luxury, and Casarte's original flat-embedded technology allows each home appliance to be embedded in the cabinet with "0 flash seams", which is also a whole The source of simple and atmospheric artistic beauty.
Using technology to reconstruct the aesthetics of home space proves that brand is also one of the forces that shape social culture. And the new brand road that integrates technology, health and art shows that Casarte is transforming the technology and experience accumulated in the past into the compound interest effect of growth.
In the end, grasping users' pursuit of a better life, Casarte is expected to realize the expansion of its own value chain radius, lead the continuous innovation of the home appliance industry, and become a sunrise industry that will never fade away.
Source: Songuo Finance