October 30, Qingdao Haier disclosed the third quarter earnings in 2017, operating income of 119.9 billion yuan, an increase of 41.27% .As China's manufacturing transformation and upgrading of the representative enterprises, Haier this 'ultra-high-speed train' only 9 months to go beyond The 2016 annual revenue. 'Haier speed' will focus on the industry in the high-end market this blue ocean.
Earnings report shows that high-end brand Casa Di 1 - September sales rose 41% year on year, more than 10,000 yuan refrigerator market accounted for 30% of Casio, ranking first in the market the latest data also shows that more than 10,000 refrigerator market, Sa Di increase 47.1%, 2 times the growth rate of the industry, driving the industry to achieve 11.5% increase.
Casita refrigerator as a leader in this round of consumer upgrades, comes with technical advantages and high-end genes, Haier, and even the entire Chinese home appliance industry is extremely worthy of being observed high-end example.
Today we come to explore, Casa Di refrigerator to open the core logic of high-end market.
Third quarter earnings biggest bright spot: Casa Di to high-end refrigerator market 'engage in big things'
After years of user education and market precipitation, and now placed in front of the Chinese brand, on the one hand is the trend of consumer upgrades continue to strengthen, experience and scenes continue to affect the user's consumer decision-making; Second, a single entry to complete the conversion rate is not High, especially home appliances such bulk consumption, offline traffic and online traffic double cost is the 'unbearable weight.' In these two trends blessing, you want long-term development, it must be somewhat different characteristics. From the market Data, high-end brand Casa Imperial strong force, especially in the refrigerator business leader in the industry.
1.5W + price segment market, starting from the cumulative share of August continued the industry first.
1.5W ~ 2.0W price segment share from 12%, rose to 22.5%, up 10.5% year on year, from the beginning of July share reached the industry first.
2.0W + price segment share from 13.7% to 20.5%, up 6.8%, from July to continue to grow for the better, in September reached 31% share.
Foreign brands of high-end refrigerator market, completed a leader in the redistribution of the right to say that the consumer upgrade a lot of brands, the real source from the industry chain to upgrade the product, and paid by consumers, Casa is considered a pioneer.
Leading the high-end market, Casa emperor what?
The biggest basis for high-end market breakthrough is that the needs of the crowd in the end what exactly do the brands provide the right choice? Many people describe the needs of high-end population as 'only buy expensive do not buy right', but this is actually a Pseudo-logic.High-end market more focus on the target user group 'itch point' grasp really open the market, it is bound to provide expensive reasons, as well as your worth the value of the guarantee.For example, Apple provides its industrial design and aesthetic philosophy , Such as cigar, wine and other high-net-worth products provide a special experience, but also provides scarcity, play value, collectible value, and many aspects of aesthetic perception.
Specific to the same appliances. Brands must cross the three thresholds:
First, the precise aesthetic design as an entrance We all know that the core of high-end crowd aesthetic and art has a deeper and deeper connection, Casa Di not only in product design pursuit of exquisite, noble, not long ago also held a photo art exhibition , Make the product design aesthetics into art language.
In addition, reliable and smooth use of the experience is standard .As the high-end market, the corresponding products, reliability and smooth experience is indispensable, after all, home appliances or use-based. Casa Di even for different market needs, introduced French, Italian, F + three different categories of refrigerators, can be said that the more high-end market faction.
Lastly, providing spiritual values that go beyond the product, the home appliance has long been free of purely tool attributes and has become part of a middle-class lifestyle for high-end and high-net-worth individuals.
In short, the high-end appliance market must reach the level of 'enjoyment', which also requires delicate details, appropriate aesthetic and industrial design, and a strong functional foundation. From these levels, it seems that Casa Di can be made extremely high Minute.
New consumer era: Chinese brands to keep up with the global pace
In the home appliance industry, the cumulative advantage brought by technological tilt and industry competition has become the core of China's creation. It is also the two magic weapon for Casa-Sat to attack the global high-end refrigerator market.
Up to now, Casa Dili has launched a comprehensive integration with the international demand for the three categories of refrigerators, and now drawer-style three-style and French refrigerator is the mainstream market products, this year has released the world's first F + category-F + free embedded On the one hand, thanks to the design concept, the marketing model on the right path; on the other hand also derived from the absolute lead in technology, air suspension oil-free power, infrared constant temperature, MSA oxygen preservation and other cutting-edge black technology Of the application, in order to really long to eat the global high-end market.
At the same time, Casa Di like the global market as the door to the market as a business to develop, find partners, work together to create a greater value chain.Focus on the local mainstream channels, and France's high-end channel B and Britain's largest appliance channel C, France e-commerce channel C and so have cooperation.
For partners to bring China's high-end brand value, technology, industry chain, naturally formed a global high-density alliance.
Through the lessons of the past decades, we already know that to do second and third-tier manufacturing, the final result can only be made in China into a synonym for shoddy. Only the high-end force in order to create a real Chinese brand. And This road, Casa di is running high in the right direction.