The world’s first F+ free-standing refrigerator with oxygen-control and fresh-keeping technology, the world’s first district washing washing machine, namely the Ella Cooper 17 kg product, the world’s first smart multi-temperature household cabinet, Tianzhu air-conditioning, large-capacity solid-state cooling Wine cooler, Tianyue series hood and steamer, Crystal Legend CH gas water heater... A wide array of Casa Di's full range of high-end home appliances matrix, presented on the AWE from March 8th to March 11th in the world in.
On the 8th of March, the arrival of celebrity da coffee coincided with the splendid products of Casa di. Yang Xie experienced the high-end technology and cuisine of Casa di. The interpretation of the ultimate experience of Casa Di innovative functions. Behind this is In recent years, Casa Di's gorgeous market sales data, the scale of production and sales in 2017 jumped to 10 billion yuan, and Casa Di spent a total of 11 years to complete the century-long path of European and American brands, which is also the pride of Chinese manufacturing. Sadi explained the brand's high-end process with 11 years of persistence.
Ice washed three high-end industry first
At the communication meeting on Haier’s strategic transformation results on January 25, 2018, Li Huagang, Vice President of Haier Group and General Manager of Haier China, said that Casa Di’s average unit price in refrigerator products is 2.7 times that of the industry, and that of foreign brands 1.6 times; The average unit price on drum washing machines is 2.1 times that of the industry and 1.9 times that of foreign brands. The average unit price on air conditioners is 2.4 times that of the industry and 1.5 times that of foreign brands.
Earlier, during the launch of the high-end home appliance full-flow manufacturing system, Haier revealed that Casa Di has more than 10 billion yuan in global sales in 2017. Today, only Casa Di has created the only Chinese high-end brand worth 10 billion yuan. scale.
Into 2018, the rapid growth of the production and marketing of Casa Imperial has been further extended the trend, it is understood that in January 2018 Casa Di refrigerator 1.5W + market share of 55%, still in the high position of the first; The corresponding 1 to 4 weeks washing machine products in the 1W + price segment share is as high as 68%; Casa Imperial air conditioning in the first 3 weeks to seize the market share of 1.5W + 38.64%, which also built the ice wash the three major industries The first seat in the high-end market.
In fact, the ice-washing three advantages of high-end industry is not the first in 2018. Qingdao Haier (SH.600690) 2017 Third Quarterly Bulletin: Casa Di sales revenue during the reporting period increased by 41%, of which refrigerator 1W + Market share of 30%, washing machine 1W + 66% market share, air conditioning 1.6W + market share is 47%, high-end ice, washing, empty and other full range of products at the time to achieve high-end first contrast to this year in January of the relevant data can be found card Sati's leadership in ice-washing large-scale white goods has been expanded.
Globalization under the high-end lead
Even now, exports centered on foreign currency exchange are still the main tone of the international development of many home appliance companies, and Haier Group has basically established a brand-led globalization development strategy as early as 20 years ago. Now, its international The research and development centered on localization. It has ten R&D centers in the world and nine overseas. As a high-end brand of Haier Group, Casa Di is based on the global R&D system of Haier Group, and has 14 design centers worldwide. 28 Cooperative R&D institutions (such as MIT, etc.).
More importantly, Almost all of Haier's globalization is oriented towards high-end and value-oriented. For this reason Li Huagang once said: 'We do not rely on low prices for overseas markets. We rely on the mainstream to win overseas markets. High-quality products to meet the needs of local users.
Only high-brand, high-value and high-end technologies can build the foundation for the global development of high-end brands. Casa Di not only combines top design resources such as BMW and Ferrari, but also integrates Fisher & Paykel, Embraco and other global top technology resources... At this year's AWE, Casa Di showed its parts and components in a 3D modeling anatomy, dismantled high-end manufacturing results from different countries around the world, and presented Casa Di's global high-end manufacturing capabilities.
Combining the scale of sales of billions of yuan in the world and the corresponding technological achievements mentioned above, it is not difficult to develop. If the European and American brands stand in the high-end tide in the 20th century with a hundred years, then After entering the 21st century, the current Casa Di has been standing in the top of the world, and Casa Imperial spent only 11 years.
New Solution to Addressing Major Contradictions in the Home Appliance Industry
The 19th National Congress report pointed out that socialism with Chinese characteristics has entered a new era. The major social contradictions in our country have been transformed into a conflict between the people’s ever-growing needs for a better life and unbalanced development. Prior to this, supply-side reforms were also The industry is in full swing, which also dominates the ups and downs in the home appliance industry over the past few years.
Gradually high-end, has become a new trend in the development of China's home appliance industry, high-end brands and the corresponding products are emerging. However, no one brand or series of products can continue to lead the high-end global household appliance industry as Casa Di.
The reason why Casa Di can achieve vertical and horizontal momentum in the high-end area is its core competitive advantage lies in the effective implementation of the user-oriented 'one-man-one-in-one' model. The entire industry is following users, and in Haier and Casa Imperial On the other hand, it achieved customer follow-up, sales in Casa Di market, technological innovation, product development, manufacturing layout and other aspects, 'one-man-one' and user-oriented through them.
In the 'one person's oneness' model, it truly embodies the user's value and user's appeal, and realizes the integration of the user's needs and the company's innovative manufacturing. If the sincerity is always the core driving force displayed by Haier's external, then the One is the intrinsic driving force that the outside world cannot replicate. Casa Di's technology research and development, product innovation has been integrated into the new era. The user value under the new environment has provided a series of new solutions for solving the major social contradictions in the home appliance industry. 3. It also sets a new standard for the high-end development of the global home appliance industry.
