Run in front of the times and stay behind the users.
article丨HuaShang Taolu Kang Xiaojian
Price reductions everywhere and promotions are common phenomena in home appliance stores recently.
In the first half of this year, the home appliance industry continued to have negative growth for the third year, and the scale of domestic sales fell by another 11.2% from the base of a sharp decline last year. The retail sales of the four major appliances of Kongwai Bingshi have decreased by 12.5%, and the retail sales of air conditioners in all channels have dropped by 20%, almost falling below the 20 million NT mark.
The front-end volume and amount both declined, and the back-end inventory was backlogged. The inventory amount of 81 listed home appliance companies totaled 125.7 billion yuan at the end of last year, reaching the highest level in a decade. Even if all home appliance companies across the country have stopped working, the inventory of 81 listed companies is enough for the market to digest for two months.
But the specific performance of each brand is different: low-end tracks have lower prices, high-end tracks have "the strong will always be strong", while high-end tracks have even some brands that go against the trend, and their market share and prices have increased instead of falling, showing a "leaf-shaped curve" that is very different from the overall environment.
In 2021, just as the industry's double-digit slowdown was slow, , a brand leading the high-end market, quickly jumped from the top 2 of the high-end market from the top 2 of the household appliance market with a revenue growth rate of 40%, with an average unit price of 2.4 times the industry. Among them, the sales growth rate of air conditioners reached 57.3%, and the growth rate of kitchen appliances reached 111.2%!
The fast running of the curve on is really fast.
The cold air in the industry falls on every company, and why can this brand called Casarti go against the cycle?
【"I didn't expect that home appliances can be bought like this!"】
In Guangzhou in October, the heat has not subsided. Mr. Fu and his lover Ms. Qi walked into the Sanyi Bird Casardi 001 store located in Baiyun District. The couple who had just renovated the house visited the home appliances cabinet area in major stores, but never found a product that suited their wishes.
Mr. Fu is from the north and is not used to the humidity in Guangzhou. He hopes to install several air conditioners that can effectively dehumidify and intelligently control temperature. Local Ms. Qi does not like dryness and hopes that there are enough water molecules and fragrance in the bedroom to nourish the skin. For refrigerators, Mr. Fu, who is from Inner Mongolia, who likes to store large ingredients such as whole sheep, and needs larger freezing space. Ms. Qi likes cooking and stays in the kitchen for a long time. She requires the refrigerator not to occupy too much space in the kitchen. It is best to have a device to watch TV shows or listen to music in the kitchen, and also want a disinfectant cabinet and steam oven that can effectively sterilize.
At the same time, the couple are both outdoor sports enthusiasts. Many famous brand sportswear and windbreakers are sent to the dry cleaning shop to wash and get older. They don’t know what washing machine and dryer to use ...
Two people who have many special needs for ice, washing, air and kitchen were too annoyed to choose from various home appliance partitions but were unable to match satisfactory solutions. Until at the Sanyi Bird Casarte 001 store, their ideas were opened:
is not like other stores to display home appliances in a single piece, Casarte uses the "going home scene" day after day in life to solve their needs.
For example, the "sleeping" scene, air conditioners, beds, TVs, curtains, wardrobes, humidifiers, etc. form a "smart bedroom" space. All service appliances around people's rest and relaxation are intelligent and one-stop solutions: press the hand on the smart pillow, the TV lights are turned off, the curtains are turned off, the humidifier automatically monitors humidity, the air conditioner turns on triple sterilization technology to ensure that the air conditioner and air are clean, and automatically switch to sleep mode, and the "hard wind" on the air guide plate does not blow directly. After waking up, the air conditioner will send the sleep curve to the user to ensure real-time grasp of the sleep situation.
This complete set of network devices is linked together to form a "sleep" solution. Users only need to press the pillow before going to bed to achieve centralized control of the whole house.
In addition to the bedroom, living room, kitchen, balcony, entrance, bathroom, etc. are all created as one-stop intelligent scenes. In these scenes, people's use of home appliances completely subverts the original space limitations and single functions, not only connecting to each other, but also switching functions.
Ms. Qi, who likes to cook, is watching TV shows in the living room, but it is time for dinner? You can put the program on the kitchen refrigerator smart screen with just one stroke, and watch TV shows while cooking. Mr. Fu, who likes sports, takes a shower in the bathroom in winter, and is afraid of being frozen when he goes out? When the water heater detects that the living room temperature is low, he will take the initiative to ask "whether you need to increase the living room air conditioner temperature" to prevent cold...
Casarte, which can meet various personalized needs and is full of fun experience, made Mr. Fu and his wife very fond. They don't have to run around and choose from various home appliance partitions. Finally, they purchased Yunding air conditioner, neutron and Meiwashing integrated machine, 4 unbounded flat-in refrigerators and 1 connoisseur series disinfection cabinet in store No. 001.
Assembly a comfortable, intelligent and satisfying the couple's desire to be a home that is accustomed to, it is realized in one stop.
【"It's so expensive, but it's good value"】
What budget can you accept for a refrigerator? Three thousand? Five thousand?
According to official data, in 2021, Casarti's annual revenue was 12.9 billion yuan, firmly occupying the position of the largest high-end brand in China with sales scale. At the same time, its high-end products with a share of more than 10,000 yuan exceeds 40%, and its average unit price is 2.4 times that of the industry; in the first quarter of this year, just when some mid- and low-end brands chose to reduce prices and increase volume, Casarti's "high-end" effect became increasingly prominent. The refrigerator share of more than 10,000 yuan reached nearly 38%, washing machines reached an astonishing 72%, and nearly 30% of the air conditioners sold for more than 15,000 yuan.
According to GfK Zhongyikang data, Casarte washing machines rank among the top 2 in the industry with a market share of 20.3%, while in the high-end market, Casarte washing machines account for as much as 76%. The retail sales of Casarti's popular product Neutron and Mey Wash Integrated Machine in May reached 137 million yuan, ranking absolutely the first in the share of models above 10,000 yuan.
The average unit price is 2.4 times that of the industry, but it sells to become the top high-end and the top 2 in the industry. What do consumers like? Why pay for it?
It cannot be an IQ tax, and it cannot be an impulse consumption. Highly saturated and competitive home appliances have long become the buyer's market for . Consumers are becoming more and more "picky" and rational. They often place orders after comparing three or even more than a dozen. They not only need cost-effectiveness but also a truly good product. If a brand is labeled as a high-end one, it does not have the excellent technology, functions and scarcity, the more expensive it sells, the faster it will die.
Casarte obviously does not live in the "high-end tag". Its share and repurchase rate have been ranked first in the high-end market for many years, and its sales volume is still increasing at double-digit growth, which has withstood the test of the user market. Many consumers around her who buy Casarte often think it is "very expensive" when buying it. The longer the time, the more they feel "easy!" "Wonderful!"
Ms. Qi's experience may have many people's shadows:
As soon as she saw the price of Casarte washing machine, she hesitated. Her and her husband's sportswear, jacket, and the close-fitting clothes of her children at home were all washed by the previous washing machine. The more they were sent to the dry cleaning shop, the older they were, the harder they were.
But the "maintenance air washing" of the Neutron and Meiwashing Dry Integrator solves these problems: Casarte, which originally invented air washing, has innovatively iterated the accurate five-degree CNC technology of "wind control, humidity control, speed control, temperature control, and time control", and has also added cloud-sensing cabin maintenance, which can disperse the water-soluble essence into micron-level essence molecules, rejuvenate the clothes, use nourishment instead of washing, and drying. The washing process is the process of raising clothes.
Ms. Qi has experienced it with her clothes. After the clothes are put into the washing and drying integrated machine, there is almost no need to manually take them out. She takes them out like a new piece of clothing. The outer layer is not worn, and the waterproof coating is repaired. It is soft and breathable after washing, and the color is very bright.
"The price is not cheap, but think about those brand-name clothes that have been washed out, the money saved is enough to buy one." Ms. Qi said.
There are also four unbounded flat-in refrigerators ordered by Mr. Fu. The quantity and cost sound very exaggerated at first glance, because if it is an ordinary vertical refrigerator, 2 units will block the kitchen tightly. Casarte's "flat" and "zero-distance free-in" refrigerators can be perfectly embedded in the cabinet. The thickness of the whole machine is only 600mm, and the flash distance is reduced to "0", which can be flush with the surface of the cabinet.
When the service staff installed the conveyor and completed the assembly and commissioning for Mr. Fu, the 4 Casarte refrigerators with simple and atmospheric appearance are like exquisite dark large screens "inlaid" into the cabinet wall. Not only is the kitchen space not affected at all, but the box door is a smart screen, which can broadcast dramas and play songs, and can also recommend recipes and automatically place ingredients according to seasonal conditions, completely subverting the basic functions, assembly routes and industrial aesthetics of the previous refrigerators.
Unique performance, convenient and humanized design, black technology that can solve actual pain points, as well as fashionable and beautiful appearance, intelligent whole-house operation, integrated delivery and installation and active service... These are the reasons why Mr. Fu and his wife are willing to pay for high-end products for higher prices, and are also the reasons why Casarti consumers pay for high-quality cost-effectiveness such as "very expensive but good value".
[High-end is not achieved overnight]
There is a saying in the home appliance industry that "there is no product that cannot be imitated, only the Casarte that cannot be copied."
The so-called copycat cannot be copied, first of all, is original technology. If a manufacturer wants to replicate a Casarte "zero-embedded" refrigerator, he will find that there is neither the core technology of "zero-distance free embedding", nor the production line that can produce its ultra-thin body, and even the refrigerator's cooling position and principle are different from that of ordinary refrigerators.
Behind this is the "zero embed" independent original barrier of the Casarti R&D team after 200,000 experiments, covering 155 invention patents . Even if all the technical drawings are handed over to other manufacturers, it is difficult to achieve the "0" flash seam and nano-level component manufacturing process. Even if it is manufactured, there are no experience stores across the country, providing users with one-stop scene experience and full-process services.
It takes 5 years for a brand to be founded and 10 years for people to enter the hearts. How many years will it take to become a high-end first and industry benchmark that others cannot imitate? Only by understanding the history of creating cards can we truly understand the fundamental competitiveness of Casarte's front-row industry.
Time went back to 2006. At that time, seeing the huge space in the high-end market and the potential demand for home appliance upgrades from domestic consumers, the high-end brand Casarti was the first to be founded.
Lower after Casarti was born, home appliances went to the countryside , and the old-for-new trade-in stimulated the explosion of the middle and low-end home appliance industry. A large number of start-up brands flocked to the sinking market while fighting price wars, completing the original accumulation. At this stage, Casarti has never wavered in his belief in making high-end products. From single intelligence to complete sets of intelligence, to scene interaction, aesthetic design, and private experience, it has continued to seek innovation and change for more than ten years, gradually laying a leading position in high-end.
From 2006 to 2021, China's urbanization went through three stages, moving to the city, building urban areas, improving living, and the home appliance industry experienced three iterations, going to the countryside, replacing new products, and upgrading consumption.
Based on this as the axis of the times, Casarti, which has adhered to high-end, intelligent and system-based layout since 2006, was very lonely in the first five years, almost starting from 0, which was purely a stage of high-end technology investment; starting from the second five years, Casarti, who was ahead of the times, showed a pace of pace with the social process of large-scale urban construction and home appliance renewal, and began to attract the first batch of users with the earliest high-end brand form and open up the market situation.
In the third five years, the entire category of Casarte ice and washing empty kitchen has matured, and the concepts of "scenario replacement products" and "7-star service" have been deeply rooted in the hearts of the people, and the reputation of users has rapidly fermented, and the index has completed a breakthrough from tens of millions of users, from high-end first to leading the entire industry.
Since 2016, Casarti has grown at a high level with a five-year compound growth rate of 36%, and now, its share has risen in the top two in the industry.After understanding its brand development history, this seemingly counter-cyclical suddenness is actually a high-end layout that has led the industry cycle for 16 years to steadily catch up with the harvest period of high-end home appliance transformation and high-net-worth users.
[ high-quality development era just arrived]
In order to stand out in the home appliance market, especially in the high-end market, some companies are often willing to spend a lot of money to hire spokespersons, and some take a way to let their bosses endorse. Those who have bought Casarte will find that their experience has no screen-sink marketing in the store, and the advertisements played are mainly ordinary users and real consumption scenarios.
brand is an audio advertisement, and the product is a souvenir.
The person in charge of Casarti has repeatedly stated that the brand has no spokesperson. As long as the product is good, the service is good, and the experience is good, the user is the best promoter, and a user forms a reputation center. "Casarti's core values are for users and rely on users, 'Born for love, the art of home', which is also the original meaning of Casarti in Italian ."
And the user's trust is very high, and high-end products bring it profit has been invested in independent original technology and after-sales service in large proportion, accumulating more patent barriers and product barriers, further improving high premium and high reputation. It is this high-quality sustainable development model that has allowed Casarte to increase both volume and price in recent years and quickly cross the 10 billion mark. In the 2022 "China's 500 Most Valuable Brands" list, its brand valuation reached 62 billion yuan, surpassing many old home appliance companies.
A brand is truly "high-end" because it is piled up by technology, transmitted by users, and bought by the market. It cannot be expensive just by setting the price on your own.
On October 30, 2022, Haier Smart Home released its third quarter report. In January-September, when the industry was down, Haier Smart Home's revenue was 184.7 billion yuan, and its profit growth rate in the first three quarters and third quarters was the first among the three home appliance giants. Among them, Casarte is particularly eye-catching. The advantages of multiple categories have been further improved. The retail shares of refrigerators and drum washing machines in the markets of more than 10,000 yuan were 38.6% and 79.4% respectively, the retail sales share of air conditioners in the 15,000 yuan was 31.2%, and kitchen appliances rose by 123%.
While the domestic market maintains high growth, Casarti's layout in the international market has also crossed the epidemic and the global economic cycle and entered the fast lane of development. Its localization strategy of local design, local production and local sales has not only not been impacted by the obstacles in imports and exports, but has started full construction in local factories such as Southeast Asia and Europe.
Firstly occupy the first advantage of high-end, continue to invest in product innovation and user services, and at the same time, domestic and international walking on both legs. Casarti, who is not torturing and unshakable, has been deeply engaged in the high-end market for 16 years, and in the cold winter when many people shout "Live" it, it is ushering in its own warm spring and bonus .
This local warm spring and brand dividend is related to the firm choice to be high-end, the industry where good money drives out bad money under the epidemic, and the users are becoming increasingly picky and rational, but the most fundamental one may be her:
looks at the future, always runs ahead of the times, sticks to its original intention, and always stays behind users.
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