Embraco gas levitation oil-free compressor, Fisher & Poor's Parker motor ... ... December 27, 2017, Casati in the day held in the high-end appliance manufacturing process of the whole release activities to 'Surgical' way, its Top technology and the ultimate craft fully demonstrated in the public eyes.Ten years ago when Haier Group launched the global high-end brand Casa Di emperor, I am afraid no one thought that Casa Imperial now has been able to achieve tens of billions of dollars Of the sales scale.So, when General Manager Song Zhaowei Casa Imperial goal 100 billion future, the same goes beyond the expectations of public opinion and judgments.

The birth of Casa Di at the beginning of 2007, when the industrial environment is in fact not conducive to the development of high-end brands, when home appliances to the countryside was just beginning to implement the international sub-loan crisis erupted, the rich external opportunities and endogenous resources Decided to scale-oriented than the high-end upgrades easier to achieve output.At that time the barren high-end soil in the moment but gave birth to the Casa Imperial brilliant flowers, Casa Imperial ten years of insistence, reflects the Chinese home appliance industry manufacturing and The progress of technology and the upgrading of users' needs in the domestic market have promoted the evolution and melting of the brand structure in the world and shattered the boundaries between domestic and foreign brands.

Competitive overtaking changes the brand landscape

Almost two months ago, Li Huagang, China's chief market officer at Haier Group, referred to these figures from Casa Di at the annual Gala of the China Household Electrical Appliances Business Association: In the similarly-positioned brand camp, the retail sales of Casa Di refrigerators led the way 7.6% in the industry and 41.8% in the leading sector of retail sales of roller washing machines. The average unit price of Casa Di is 2.7 times of that of the refrigerator products, 1.3 times that of the joint venture brand and 2.1 times of that of the washing machine on the drum washing machine, 1.9 times; 10,000 yuan more than the market share of the refrigerator Casa Di is 1.3 times the joint venture brand; more than 10,000 yuan drum washing machine share is 9.9 times the joint venture brand.

On December 27, Song Zhaowei also mentioned that at a price higher than the industry average of 3 times, Casa Imperial maintained its high-end market share and achieved 31.1% in the high-end refrigerator market and 69.2% in the high-end drum washing machine market High-end first position.And in October 2017 Qingdao Haier (SH.600690) released three quarterly also showed: high-end brand Casa Di sales revenue increased 41%, of which refrigerator 1W + market share of 30%, washing machine 1W + market share of 66% , Home air conditioner 1.6W + 47% market share, high-end ice, washing, empty full range of products in the true sense of the high-end first.

These gorgeous data envy many companies, fully illustrates the incomparable power of Casa Di in the field of high-end appliances, interpretation of a classic corner overtaking case.As we all know, foreign foreign brands have been focused on high-end In the field of development, in fact, the enlightenment of China's home appliance industry is also 'foreign brand' in the early nineties of last century, by virtue of the international brand image and long-term accumulation of technology, product advantages, foreign foreign brand Collectively entered the Chinese market (a wave of large-scale foreign brands broke into China in 1995 and the wave of foreign-owned ones appeared again around 2002).

Foreign brands appeal to high-quality oriented at the same time, the domestic appliance seller under the market structure has emerged a huge demand for the survival and development of domestic brands provides a huge space, thus creating such a Haier appliances giant. In the high-end field, the competitive position of traditional foreign brands has not been shaken until the advent of Casa Di.

Almost by one's own power, Casa emperor on the old camp of high-end consumer brands to achieve a breaking.Master and not only stop here, Casa emperor to ten years of insistence on the formation of the sudden emergence of a global change User awareness of high-end brands. From beginning to end, Casa Imperial has not been labeled foreign or domestic label, perhaps, because of this, 'foreign brands' and domestic brands in the high-end boundaries are blurred.

The overall progress of technical products fuzzy brand boundaries

Many years ago, 'foreign brand' was able to form the dominant position in the high-end field because of the technical discourse power in the home appliance industry. While China's home appliance industry became the global manufacturing center and the largest consumer market, Rapid advances in technology, products, and the ability to rapidly translate such advances into market effects outweigh the 'foreign brands.' The rapid rise in market sales of Casa Batti, born out of the Haier Group in recent years, is merely an appearance, essentially because Casa Di and its parent company, Haier Group, have continued to enhance their functions in cutting-edge technologies and products.

As early as ten years ago, Casa Imperial broke the traditional pattern of open door refrigerators after a hundred years and introduced French-style refrigerators and Italian-style drawer refrigerators one after another. In 2015, Casa Imperial launched Ding-class Yunzhen refrigerators, Technology became a pioneer in the era of "cell-grade maintenance." In 2016, Casa Di infrared constant temperature refrigerators and free-embedded six refrigerators have been introduced, the first infrared thermostat technology. In 2017, Casa Di global released F + free embedded refrigerator, and Original MSA oxygen control technology can delay food oxidation.

Of course, there is the world's first twin binocular cloud clothes washing machine, the world's first able to 'read' clothes washing machine fiber see the drum, the world's first BNT warm self-balancing, wet and dry control, LIEP light ion purification three Technology Yun Ding air-conditioning, the world's first intelligent sense of warm days Xi air-conditioning, intelligent dual-servo zero temperature constant temperature technology legend series water heaters ... ... In air conditioners, refrigerators, washing machines, water heaters, wine cabinets, kitchen appliances and so on a large number of home appliances , Casa Imperial is the original cutting-edge technology of the old product structure has formed a subversive influence, technology and product innovation, in the high-end areas to create new needs.

Casa Di in a variety of home appliances category on the new technologies, new products, each year after the iterative upgrade, is its worldwide technology research and development platform.It is understood that Casa Di in Europe, North America, Australia, Southeast Asia and other regions with 14 designs Center and 28 R & D institutions, and has the ability to integrate design, R & D, manufacturing and purchasing resources around the world.

Although the domestic market is a strategic center, Casa Dili's globalization has proceeded even earlier and has been implemented more deeply than similar brands in the front-end fields of technology, research and development, etc. Casa Di that has integrated the resources of the global industrial chain has broken the Regional brand boundaries, so that the so-called 'foreign brands' and the boundaries between domestic brands more chaos.

What's more, domestic brands in technology and product investment is still increasing; the user awareness of the product is also rising.High-end brands can form a high quality of lifestyles and corporate philosophy instilling infusion, while the standing user Point of view, the core of the connection point is still the product. Casa Di to lead the type of product, broke the global brand barriers.

Now that user needs are pouring into the mid to high-end direction at an unprecedented rate, Casa Di has established a new starting point for infiltration in the global arena in terms of brand, technology, products, commercial channels, etc. It is the confidence that Song Zhaowei has set a goal of billions.

Globalization redefines brand awareness

At present, China's home appliance industry has become the global manufacturing center of the moment, the global operation is the strategic orientation of many home appliance enterprises, but relies on the labor dividend and resource-intensive model still dominated the home appliance industry export markets.Good to see that Haier Large-scale home appliance enterprises represented by the capital as a link to the brand as a guide, user-oriented, product-based, manufacturing as the starting point is to promote the upgrading and transformation of globalization, which will also redefine the global consumer appliance brand Cognition.

When GEA, Fisher & Paykel, Sanyo ice washing and other brands into the arms of Haier, the global appliance industry has been re-shuffling brand structure, output from the initial product, the Chinese home appliance industry, the globalization of the transition to the capital output. At the same time, the internationalization of manufacturing bases and R & D centers makes the integration of brands a global trend.

Relying on Haier Group's unique global brand system, international R & D resources, the global commercial access of Casa Di, is gradually formed from the global and ultimately closed-loop ecosystem around the world. December 27, Casa Imperial process system Release, one of its appeals, is to promote the appliance industry in the global transformation of the high-end.

Compared with a large number of enterprises to earn foreign exchange as a global market expansion trend, Casa Imperial is to take the brand as the main path of globalization.And the entire global model of Haier Group is similar to the single-person model in Practice in the international arena determines the trajectory of the globalization of Casa Imperial.

In the era of Internet of Things, major changes have taken place in product development mode, user demand mode and commercial circulation mode. The users engaged by Casa Imperial are deeply involved in large-scale customized system, and global users are connected in series on Internet platform , Which also derived a huge user data.This production and marketing logic, determines the connotation and extension of the brand will be further enhanced and expanded.

Especially with the rise of the younger consumer consumer groups and the expansion of the middle class user base, the user base of the brand has also changed.In fact, no matter what kind of industrial environment, no matter what the regional market, the real world Therefore, it does not matter whether foreign brand or domestic brand, when the user is all over the world, the brand also penetrates the world, there is no Regional restrictions.

Standing at the starting point of tens of billions of high targets, globalization has become the only way for Casa Di.