With 10-fold growth in 6 years, why can leading Casarte transcend the cycle?

On the evening of August 30, Haier Smart Home released its 2023 semi-annual report. The financial report shows that in the first half of 2023, Casarte's overall share increased to 14.2%, continuing to maintain the first place in the high-end segment. Among them, the share of 1w+ refrigerators accounted for 39.4%, the share of 1w+ washing machines accounted for 82.9%, and the share of 1.5w+ air conditioners accounted for 29.2%.

At a special stage when the development of the home appliance industry is hampered, Casarte's hard-won achievements have been hard-won. Looking at the past, we found that the reason why Casarte was able to achieve its own “Casarte speed” isIt has always been a two-pronged approach to products and scenarios, and it is inseparable from the completion of the creation of a high-end brand system from the three dimensions of quality, value and market share.

In the future, Casarte will have the opportunity to rely on this advantage to continue to expand its influence in the home appliance market.

Expansion of the middle class and surge in demand for high-end home appliances

In the past two years, the development of the home appliance market has encountered bottlenecks, and many brands have set their sights on the high-end market. Because, from a macroeconomic perspective, the high-end market is relatively less affected by factors such as the external environment and price fluctuations.At the same time, as the overall demand in the industry slows down and the consumption upgrade process accelerates, the high-end business sector will be an incremental market for the home appliance industry in the future.

According to the “China Home Appliances Market Report” released by the China Electronic Information Industry Development Research Institute, consumption upgrades and activation of the high-end market have become an important engine for pulling my country's home appliance market out of the trough quickly. Behind this is the rise of the growing middle class. According to World Data Lab data, it is expected that 1 billion people in Asia alone will join the middle class by 2030, and the number of middle class people worldwide will exceed 4 billion in 2021.

The emergence of more and more middle classes around the world will inevitably lead to an improvement in the quality and expansion of the consumer side. Therefore, for the home appliance industry, high-end and scenario-based products will be increasingly favored by users. Therefore, we see more and more home appliance companies carrying out high-end layout, not only Casarte, but also COLMO and AEG under Midea, Toshiba and ASKO under Hisense, METZ under Skyworth, and Baichu under FOTILE ROKI…

More and more home appliance companies are focusing on “high-end”. Against this background, consumers have more and more choices.Therefore, only by providing users with an ideal user experience can we truly seize the opportunity of the rising cycle, and will the brand continue to expand its business share.

Why can Casarte continue to lead the field of high-end home appliances?

As we all know, the past few years have been the “darkest moment” for the development of the home appliance industry. As far as 2022 is concerned, according to the “2022 China Home Appliances Industry Annual Report” guided by the China Household Appliances Research Institute and compiled by the National Household Appliances Industry Information Center, both the export and domestic sales scale of the home appliance industry will decline in 2022. The export scale of the home appliance industry will be 568.16 billion yuan, a year-on-year decrease of 10.9%. The domestic sales scale of the home appliance industry was 730.72 billion yuan, a year-on-year decrease of 9.5%.

　　However, in the context of stymied industrial growth and intensified high-end competition, Casarte has achieved a 10-fold growth in 6 years.How does Casarte maintain long-term growth? To sum up, it may be related to two abilities:First, it meets the usage needs of specific scenarios.For high-end home appliances, if the brand wants consumers to pay for it, it needs to reflect differentiation in the product design or services to meet the use needs of some specific scenarios. This is the case with the design of Casarte home appliances.

For example, the F+ free built-in refrigerator has reduced the heat dissipation gap of the refrigerator from 10cm to 2cm for the first time, ushering in the era of home appliance integration; the “air wash” equipped with the washing machine has been hailed by foreign media as the third type after water washing and dry cleaning. Washing and care methods; the world's first “one machine, two drums” “zoned washing” washing machine, which not only leads the industry in terms of balance, stability and noise performance, but can also automatically identify and finely maintain different types of fabrics… These are common It creates the differentiated advantages of Casarte's high-end products.

While constantly innovating products by exploring user pain points and needs, Casarte is also constantly iterating on technology. At present, Casarte has mastered a number of world-leading core technologies. For example, its refrigerator preservation technology breaks away from the traditional low-temperature preservation model and adopts oxygen-blocking dry and wet storage, MSA oxygen-controlled preservation and other technologies; the dishwasher is equipped with a 7X clean system, which can cover 360° full water flow, and cooperates with 70°C Continuous high temperature can effectively break down large oil stains and achieve three-in-one disinfection, cleansing and brightening.

In addition, Casarte not only has high-end home appliances, but also high-end series of products such as Conductor, Galaxy, and Connoisseur. In addition, Casarte also has a layout in smart scenes. For example, in the Casarte Smart Living Room, smart devices can be interconnected. After you go home from get off work and scan your face to enter, the lights, curtains, and air conditioners in your home will automatically turn on. If you don’t know what to wear before going out, you can virtually try on clothes through the smart cloud mirror. Get outfit recommendations quickly; if the selected clothes have wrinkles, put them in the washing and drying care machine, and the clothes can be sterilized and shaped in 15 minutes. Smart living rooms with better interactive experience, smart bedrooms with better sleep experience, etc., give Casarte a smart scene experience advantage that is different from the functional experience of single products in the industry.

　　Second, Casarte has successfully created a high-end brand image.In the field of home appliances, brand image is an important dimension of competition among manufacturers. Therefore, if you want to break out of the siege,While Casarte is facing off against its competitors, it may need more sophisticated and differentiated brand building, especially now that the home appliance industry is plagued by many problems, and homogeneity, low value, and price wars have become negative characteristics of this market. If Casarte If Di cannot achieve a breakthrough in branding, it is likely to fall into a “hard struggle” and find it difficult to obtain greater room for improvement.

Casarte, which was born in 2006, has always been adhering to integrating exquisite life into the brand style, product concept and design language. In the past seventeen years, Casarte has completed the quality, value and market from both products and scenes. Create a high-end brand system under the three dimensions of share.

In the past period of time, Casarte has created various social life topics that embody the soul of international high-end brands with its brand artistic taste and product avant-garde technological charm, which have been effectively spread around the world. This has also allowed its influence among high-net-worth individuals to continue to expand. For example, the Italian royal princess, the Governor of Perlis, Malaysia, the descendant of Luxembourg’s high-end watch and jewelry brand, as well as the owner of the 600-year-old Ten Torre Castle in Belgium, the owner of the 300-year-old Hinwick Manor in the UK, and a villa on the shores of Lake Geneva in Switzerland worth 200 million Owners and others are attracted by Casarte's high-end products and smart scenes, and have become loyal users of Casarte. From a data point of view, industry data shows that Casarte has ranked first in the high-end market share for six consecutive years.

　　Casarte has formed a unique and high value-added experience advantage for users through its technological advantages, innovative capabilities, and added extra value to its products, making it a model of high-end home appliance brands in the hearts of users. Naturally, it has become a model in the field of high-end home appliances. Achieving leadership has also made Casarte a model for China's home appliance industry, especially in the high-end field.

Conclusion: At present, the high-end market is one of the few sustained high-growth tracks in the home appliance industry. With the general environment improving, Casarte has achieved good results by virtue of its innovation capabilities and brand effect. However, in the face of challenges from more and more high-end brands, Casarte, which continues to lead the way, cannot relax its vigilance. It needs to continue to strengthen its moat and further expand its market share to ensure its continued leading position.

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