Zhu Yi: Looking at the brand logic of Casa di from the Ding-level cloud Jane refrigerator

In recent years, with the penetration and impact of Internet information trends in various segments, most of the traditional manufacturing industry has also stepped into the block state, and some manufacturers who do not have competitive strength are more difficult to conceal the decline. But at the same time, some long-term focus on quality construction and brand cultivation of the home appliance brand, but earlier through the forward-looking brand strategy and the concept of flagship boutique strategy, relying on quality and service for the competitive advantage, successfully in the home appliance market has won the opportunity and success momentum, especially in the representative of the Casa Emperor.

This is a glimpse of the statistical data from market research. In the current overall environment of the increasingly depressed home appliances market, the Casa Emperor insisted that the original to meet the user's personalized and quality requirements, to achieve a 30% increase in the trend. Among them in the refrigerator industry growth of 9.3%, the drum washing machine industry growth of 20% in the premise of the same time, the total volume of the overall refrigerator sales growth of 53%, washing machine to achieve the overall growth of 165% market share, with competitive data successfully opened the home appliance industry supply side reform. At the same time, it recently launched in the home of the Ding-class cloud series of new products, but also to the cell-level preservation program to bring a new breakthrough in the industry, and successfully laid its pioneering position in the field of refrigerator innovation.

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However, for Casarte, based on the long-term creation of a century brand plan, perhaps the ultimate goal of its development-March 8, 2016 Casa di in the Hundred Years brand strategy and new product conference cloth Century brand plan, the user made a "Hundred years commitment to love and enterprising" declaration, At the same time released a variety of new products and the world's first leather-looking custom home appliances, responding to the group "in good faith to Forever" theme.

The creation of the Dream Hundred Years Brand: Casa di Zhi-high-end

According to CIIIC released in the first half of 2014 years of high-end household appliances market data show that 15,000 yuan above the high-end refrigerator market, Casarte respectively 22.63%, 20.24% of the share of sales and sales of two champions throne; The latest data also shows: in more than 20,000 yuan refrigerator market, More than 10,000 yuan washing machine market, casarte respectively to 52.2%, 53.5% of the retail share of the industry ranked first. In addition to sales data, Casa di in product innovation, boutique services and other areas of exploration has gradually been recognized by the industry and consumers, such as its recently published in Shanghai at the peak of the cloud series of new products "freezer room precision temperature control refrigerator" product, in the use of gas suspension without oil-powered technology to open the cell-level era of the prologue.

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This market competitive power through product innovation also means that the influence and demonstration effect of Casa di itself in the industry is gradually being revealed.

In addition to publishing leading industry innovation products, Casarte also officially launched its Centennial brand plan goals at home: "From the ingenuity of manufacturing system-the root of the century, the manufacture of classics-century-based, leading the user's life change-hundred years of soul, century brand vision-hundred years of the standard four dimensions of the brand to build a plan." Judging from the current media news, the goal of the Centennial brand plan not only means that the market-based forward-looking strategy has been stereotyped, but also will lead the industry into the quality of competition in the year ahead.

The promulgation of these revenue data and market strategy initiatives means that the company has been in a downturn in the market environment to achieve the trend of anti-city, and its quality-based Centennial brand plan, also means that casarte led high-end lifestyle changes are coming.

Casarte How to polish a century dream through the refrigerator product state?

In the whole household appliances market in the overall downturn in the market situation, the Central financial leadership group in the 12th meeting held on January 26, put forward the supply side structural reform plan, trying to pass the new change way to the traditional appliance industry development to bring forward driving force. However, as early as this supply-side structural reform program promulgated, Casarte has been issued by the Ding-Yun Jean series of new products, "freezer precision temperature control refrigerator" product and put forward the Centennial brand planning goals and other ways to establish a plan for the foundry Hundred Years of brand planning, and successively through the product, The concept and brand pursuit drive this brand-new pursuit of positioning of the molding.

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This concept is particularly evident in the latest release of the "precision temperature-controlled refrigerators" product.

First of all, Casarte always adhere to the original spirit from 0 to 1, subversion innovation, won the recognition of the world's high-end users, 2015 to achieve the reverse increase in sales of 30%. In this release of the Ding-Yun-series new "Freezer precision temperature control refrigerator" products, Casa di for the refrigerator products given by the cell-level preservation program not only refreshed the consumer awareness of the refrigerator preservation function, but also created through the product itself to enhance user experience and consumer awareness of the new model.

Secondly, by giving consumers a new life and art experience, it is the alternative development advantage of Casa di in the process of brand casting. On January 22, hosted by Casa di, "Art and Family", Casarte on the United States "interior design" Chinese version of the magazine and many other families share the idea of "art in life", encourage people to rediscover the beauty of life, pay attention to "home" and "Love" power, let the art return to home, let love forever in the heart, Make home better. The release of the cell-level fresh-keeping refrigerator is a powerful measure of the new freshness-preserving experience for the consumer through product innovation.

Thirdly, to establish a forward-looking century brand planning dream, is the quality of the pursuit of the king's strong testimony. From the history of the development of Casa Di, through the product-driven service, through the service to create a new experience and other ways of thinking, is gradually building the Casa di brand strategy, and with the launch of "from the ingenuity of manufacturing system-the root of the century, manufacturing classic-century-based, leading users of life change-hundred years of Soul, Century brand vision-hundred years of the standard "four dimensions of the development goals, but also means that the Casa Emperor's centennial brand plan is gradually being reflected."

Appliance change or orientation trend: business logic leads to change

In the overall market downturn and casarte but the trend of growth in the market results, Casarte not only become the first to implement the "supply side" of the success model, but also means that the future of Casa di in the field of household appliances market development, or will lead the industry in the business logic into a new stage of development and change. Casarte adhere to the original, for the user to create a variety of disruptive meaning of new products, deepen supply-side reform, so as to achieve supply and demand matching, this is the embodiment of the spirit of the Casa Di, and these original new products are backed by the definition of high-end manufacturing of the ingenuity of the manufacturing system, bearing the brand dream of the century.

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User-centric, the establishment of users and factories connected to the high-end manufacturing ecosystem, is the first high-end home appliance Interconnection factory in 2015, through the Internet factory allows users to participate in demand, design, production, service and other high-end manufacturing process, to provide users with the Internet era of the whole process visualization of "sincere" experience, Opened the beginning of the service of Casa Di's ingenuity. For the first time in 2016, Casa di launched the artisan upgrade platform and artisan spirit to train the Global Vanguard team to continuously meet the diverse needs of high-end users with a focus on excellence. In essence, Casa di explores the ingenuity of the manufacturing system, in fact, the global user of a century-old brand commitment to unremitting practice.

It is this strategic initiative that combines products and services with a spirit of ingenuity, making the brand path of the Casa di implement the user's needs and services in a spirit-centric way. In the next hundred years of brand building process, the Casa Emperor's industry effect can provide other enterprises to emulate and reference standards, Casarte as the pioneer of this industry, from the business thinking of the entire home appliance industry ushered in a new way of development, so that the whole industry to enter a new trend, it is its century brand at the beginning of the ingenuity show.

　　Finish

朱翊, technology from the media, Well-known opinion leader.
:izhuyi 
male: ZHUYIWEIXIN

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Zhu Yi: Looking at the brand logic of Casa di from the Ding-level cloud Jane refrigerator