Haier over the past decade, consumer upgrades have become the main dividend to promote the home appliance industry, 'the layout of high-end' has become China's home appliance brand to seek industrial restructuring and upgrading 'consensus.' But by October 30 major appliance brands 3 quarter earnings can be seen, Only the Haier Group, an international high-end brand released in 2007, showed strong performance in the Casa Imperial market, with a 41% increase in sales revenue in January-September 2017 and a climate in the high-end market, which is mainly due to the following four points.
From the time point of view, Casa Di brand was born earlier, has ten years of brand history in 2007. Casa Di in product positioning has been to follow the high-end all-round first .2007 breakthrough pattern design, the introduction of French-style refrigerator, launched in 2008 Italian-style drawer refrigerators, refrigerators have become the representative of high-end products, the late has been frequent new products in the high-end market super-foreign brands, continued the first.
From the market performance point of view, in the above two tables we can see, the latest January-September data show that 10K + refrigerator market, Casa Di accounted for 36% ranked first in the 10K + washing machine market, Casa Imperial monopoly 66 %. From the product point of view, all the industries of Casa Di are taking the "invention of the category." In addition to inventing Italian-style products to become the industry's mainstream high-end category, the 2015 invention of the partition cleaning Casa Di Gemini Sang washer , To achieve the industry never had a double roller; only in 2017 the refrigerator market released two 15000 yuan price segment refrigerator, at the same time to achieve the industry has never been involved in the 'free embedded' more introduced the industry's first F + category refrigerator In overseas markets, the company also achieved a double-speed growth in the European market through the escalation of the Italian 700 product.
From the point of view of science and technology, Casa Di always leads the development of the industry in one era. In 2015, it realized 'Passive Preservation' to 'Active Preservation' and 2016 'Instantaneous Precise Preservation'. In 2017, it invented the industry's first gaseous preservation technology, Complete the refrigerator industry 'cell-level maintenance' of the three-step.Washing machine through the synchronization of flexible technology and fiber-level care technology leader in the industry, so no one can copy out, are industry trends products.
In the price segment, Casa Di and the United States of the high-end series aimed at more than 10,000 yuan market in 2017, Casa Di refrigerator average price of 10,090 yuan ranked first in the industry, according to Zhong Yi Kang latest January-September data show that the card Satyr overall average price nearly three times the industry, and in the high-end ice, washing, empty market occupy the absolute first position.Among them, Casa Di refrigerator 10K + market share of 30%, drum washing machine 10K + market share of 66%, air conditioning 16K + Share reached 47%.