At 0:00 on November 11, 2017 'double 11' kicked off, the water heater market has emerged as a whole big price cuts in contrast, Casa Di has always adhered to high prices, with the industry formed a 'cliff-type' spread , At the same time to high-quality, high-value independent, highlights the brand behind the confidence and high-end first strength.According to Zhong Yi Kang statistics, Casa Di water heater in the January-September average unit price 4450 yuan, an increase of 13%, the industry average 2 times the unit price, ranked first in the domestic mainstream brands, to achieve the industry price guide.
We can from the market positioning, scientific and technological strength, user thinking three levels, to analyze the reasons behind the Casa Di price lead.
The company is located in:Market Leading: High-end market led by precise positioning
Casa Di since the birth of the card will take the high end of the market, its' high 'gene determines the high price of the product, which is in line with the trend of the current consumer upgrades highly consistent in the public in early 2017 released the' high-end home appliances Consumer Survey Report "shows that 79.3% of consumers have plans to buy high-end home appliances within six months, of which 69.9% of the purchase is intended for the pursuit of higher quality of life. Survey shows that for high-end electric water heater, in addition to heating rate Fast, good liner material needs, consumers pay more attention to safety protection, intelligent connection and control, health antibacterial function, the proportion of demand accounted for 43.6%, 32.7% and 31.8% respectively.
Therefore, Casa Di water heater to continuously improve product quality, upgrade core technologies, while a corresponding increase in price, precision to meet the advanced needs of high-end consumer groups to achieve full-scale high-end market leader.
The company is located in:Technology leadership: to support the high strength of the original high-end
For the current high-end users of water heaters, safety, antimicrobial health and other aspects of the high demand, Casa Imperial upgrade the original technology, the realization of science and technology.
For example, Casa Di electric water heater industry's first titanium constant heating system, to achieve zero corrosion of heating pipe, heating efficiency does not reduce 10 years; Castel Di Jing legend series gas water heater, the world's first initiative to eliminate carbon monoxide safety technology, carbon monoxide emissions Reduce the amount to 10PPM, better than the national standard 60 times, while innovative dual-effect antimicrobial system, silver ion sterilization on the basis of oxygen-free copper to inhibit bacterial growth, water purification, a high-end health users to take a bath.
The company is located in:Leading behind: Casa Di user's thinking
It can be seen that Casa Di water heater can lead the price, not only from its forward-looking understanding of the market structure, but also benefit from its world-leading research and development strength, at the same time, Casa Di brand culture in the ' User thinking "also contributed.Carti Di water heater has always been aimed at the user pain points and research and development, to 'user thinking' to promote product iteration upgrade, and ultimately the user word of mouth to achieve industry lead.
Market sales data is the best user testimony in the data. The Yi Kang data show that Casa Di water heater retail sales rose 128% from January to September, continuing the lead in the industry; September single month, Casa Di water heater retail sales rose 203 %; 43 weeks, Casa Di style clothes water heater in the electric water heater 3500+ price segment retail sales, share, ranked first, single-series retail share of 9.2%.
Obviously, Casa Di water heaters have become the leading high-end, user choice.By the innovation of high-end bathing, Casa Di not only redefined the high-end water heater standards, more industry, technological innovation and product iteration pointed out the direction.