On June 25, 2022, the 2022 Casa Di Si Xuan Hui with the theme of "Home Without Boundaries·Love Is Extraordinary" was held in Chongqing. Through the deep integration of three-winged bird , it leads the art of high-end homes and comprehensively interprets " The theme of "Home without Boundaries" brings users a wonderful life experience of breaking space boundaries, creating a life without boundaries, and enjoying an ecologically boundless life.
Previously, Casarte had completed the upgrade of products, brands, complete sets, wisdom, scenarios and platforms one step at a time, achieved continuous leadership in high-end first, and created a high-quality, high-value, high-share market. A new high-end brand system. The next year represents a new journey. What kind of leadership and breakthrough will Casarte achieve?
According to Luo Qingqi, senior director of Parler Consulting Company, behind the high-end brand Casarte is a complete industrial system that creates high-end needs of users. Its integration with Tri-winged Bird means that this industrial system has begun to transform into home appliances. Expand other industries, use unified industrial time, industrial pace, industrial standards and unified quality management level to improve the industrial level of these industries and form a high-energy new industrial ecology around the family.
Why does Casarte continue to grow at a high rate? Behind it is the high-end industrial system
Previously, GfK predicted that global home appliance consumption will trend upward in 2022, with high-end and green development opportunities. This reveals an important signal that the mid-to-high-end home appliance consumer market has become a blue ocean. And 618 data shows that the transaction volume of Jingdong mid-to-high-end home appliances was five times that of the same period last year, and the average unit price of home appliances increased by 30% year-on-year. These market data further demonstrate that mid- to high-end home appliances have opened up new market growth.
At present, many high-end layouts in the industry are still at the shallow product level, and have not really touched the core of high-end brands and systemization. Haier Smart Home began to layout the high-end market as early as 2006 and launched high-end brands Casarte is the first in the industry to launch a series of innovative categories, bringing users more new choices in high-end life. From smart single products to complete sets of smart phones, to scene interaction, aesthetic design, and private experiences, Casarte continues to innovate and change its products, which has also established its industry-leading position.
In an era full of uncertainty, Casarte has traveled through economic cycles and brought deterministic growth with its strength. Data shows that Casarte has occupied the top spot in the domestic high-end home appliance market for many consecutive years and is also one of the fastest-growing brands in the high-end home appliance market.
’s 2021 annual report shows that Casarte’s high-end market share of more than 10,000 yuan accounts for more than 40%, with a compound growth rate of 36% for five consecutive years. Data for the first quarter of 2022 show that against the backdrop of a 16.9% decline in overall industry retail sales, Casarte once again achieved high growth of 32.3%. In addition, many advantageous industries have firmly ranked first in high-end industries, gradually forming a differentiated label of high average price, high share, and high growth, leading the industry towards high-quality development.
At the event, Haier Smart Home President Li Huagang mentioned: "Casarte has proved with practical actions that to be high-end, we must first have the spirit of craftsmanship and no opportunism. We have perfectly integrated the technologies of Europe, America, Japan, Australia and China, and used global sharing. With innovative craftsmanship, design, and materials, we step by step create a world-class high-end brand with a dual-core value of user value and customer value." Luo Qingqi believes that there is an industrial system behind the birth and development of any brand. , the level of this industrial system determines its ability, level and grade to meet consumer needs. After more than ten years of development, Casarte has become the most successful high-end brand in China and has formed a unique "Casarte model" that can serve as a reference for all walks of life.
How to integrate Casarte and Three-Winged Bird? Comprehensive socialization of the industrial scene
Affected by factors such as the saturation of the home appliance market and increasing consumer demand, in recent years, Chinese home appliance companies have moved to the high-end market, created high-end products, and established high-end brands, which is rapidly forming a heat wave.When the industry begins to transform into high-end products, how to ensure its competitive advantage becomes the focus of Casarte.
Looking at Casarte’s step-by-step upgrade, it has changed from meeting consumer needs to tapping consumer needs. With the development of the times, users' pursuit of quality home life has promoted the accelerated development of home appliances and home integration. Users expect a complete high-quality home solution rather than a single product.
As a result, Casarte has entered the family scene through technological innovation. The free built-in refrigerator launched by it can be built flat at zero distance, free on both sides, and fully opened at right angles, so that the refrigerator can be freely built into the cabinet and perfectly integrated. Users can also choose the refrigerator first and then order the cabinets, so that the originally rear-mounted home appliances have become the most front-mounted products due to technological innovation. Therefore, it can be said that the user's choice makes home appliances and home decoration more integrated and developed, and also makes the integrated quality life more deeply rooted in the hearts of the people.
Today, Casarte takes high-end leadership as its foundation, integrates from category to scene, completes the leap from high-end brand to scene brand, and creates new miracles. In the three-winged bird scene, from the unbounded high-end home appliance experience to the smart scene experience of active services, Casarte brings breakthroughs in the boundaries of smart solutions. Through a 24H life scene line, people can experience the beautiful moments when the artistic atmosphere and the brand spirit are integrated in the morning light, good afternoon, sunset, family banquet, dreamland and other time scenes where the sun rises and the moon sets. With the blessing of scenes, Casarte becomes a connector of a better life, so that users are not just cold home appliances, but full of the flavor of life.
Casarte smart home seems to be a living scene, but in fact it is an industrial scene opened to the society. Unorganized users are regarded as abstract purchasing power, while organized users become an active industrial force, and they become new subjects in the form of industrial organization. As the best designers and creators, users are the promoters and disseminators of Casarte's advancement. They are a typical manifestation of the integration of production and consumption.
What is the future development momentum of Casarte? The ecological economy of multi-industry parallel transformation
If Casarte’s early growth came from the invention of various categories, then Casarte’s new space in the future will come from the reconstruction of smart ecology.
In the quantified domestic home appliance market, users’ needs are focused on the upgrading of products, and demands for quality, health, and intelligence have become trends. Traditional home appliances are only controlled by mobile phones, forming shallow connections. As a high-end brand, Casarte integrates into Tri-Winged Bird, bringing deep links of active services and real-time management, intelligent scenes, and the composition of a better life. implementers and implementers.
In fact, in the face of the diverse life needs of consumers, providing services is a source of ecological resources for all walks of life, and it is also an expansion of the unbounded ecology. For users, this is a high-end life experience and a better life upgrade; for the industry, it is breaking boundaries to create together and amplifying industry value; for enterprises, it is a new business model to amplify user value.
Taking the rejuvenation smart home as an example, Casarte integrates home decoration and building materials, cabinet renovation and other resources to provide one-stop scene services including decoration, design, and layout renovation, making it easy to realize one-stop rejuvenation and smart home. Home. At present, there are more than 20,000 designers, more than 10,000 user stewards, and more than 2,000 ecological parties on the Sanyiniao platform, jointly providing users with full-process visual home appliances, home decoration, and home furnishing services in accordance with industry-leading standards. , home life and other services.
Unbounded experience innovation means Casarte’s unbounded growth ecology. When Casarte further breaks the boundaries of and based on user needs, it will connect the beautiful lives of hundreds of millions of families through high-end products and scenarios, providing users with a one-stop lifestyle experience upgrade.
As Li Huagang said: "With the combination of Casa Di and Tri-Winged Bird, we have opened up a beautiful life without boundaries at home." The answer to the "unboundedness" mentioned here can be found in unbounded space, unbounded life and unbounded ecology.
From a scene perspective, Casarte has completed the construction of a high-end industrial system, forming a leap from high-end scenes to a high-end industrial system, connecting home scenes and industrial scenes; from an ecological perspective, it is no longer isolated. Industrial transformation, instead, forms an organizational combination around a specific in-depth demand of users, establishes an economy of scale paradigm based on the economies of scope of and , and opens a new path for the parallel transformation of multiple industries.
As a provider of a better life, Casarte not only satisfies users' yearning for high-end life, but also seeks space for its own growth, while also leading the industry to break through growth bottlenecks. In the future, Casarte's path may change, but its goal will not change. On the basis of breaking the Red Sea and establishing a Blue Ocean, it will create a path to the Black Sea.
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