In the automotive sector, multi-brand strategy is one of the common marketing strategies. The advantage of this is that the brand is divided into different grades to meet the different needs of consumers in different price segments. For example, we are familiar with the public, Audi, Porsche, are all owned by the Volkswagen Group. Brands, but their respective target customers are very different. Similarly Fiat and Ferrari, Toyota and Lexus, etc., are all classic examples of differentiated sub-brands of the same group. In the field of home appliances, such a multi-brand strategy The same is true. Among the most famous are Haier and Casati.
On March 29th, Casa Di held the 'Style Tasting Club' in the Jingdong headquarters building, and the exclusive world premiered high-end new air-conditioner.
On March 29, 2018, Casa Di was the exclusive global premiere of the high-end new Tianyi air conditioner in the Jingdong headquarters building. This was also seen as an important milestone in the strategic cooperation between the two parties. As a high-end home appliance brand that Haier strives to build, Why is Casa Di so valued the Jingdong channel? I'm afraid it will be from the brand of Casa Di.
Home + Art Casa Di's Italian Life Inspiration
Casa Imperial was born in 2006. Its brand's inspiration stems from the Italian 'La casa' and 'Arte'. The former means 'home' and the latter means 'art'. The combination of the two is Casaret. Is the 'art of home'. As the name implies, Casa di is adhering to the 'creative home appliances, style of life' brand concept, with 'inspired by exquisite life, to create eternal artistic quality' as the core brand design language, with artists and Embedded kitchen integration is the core product line. It is committed to creating an elegant and exquisite style of high-end home appliance brand for urban elites.
In the year of its founding, Casa Di's first batch of product designs won the “China Innovation Design Red Star Award” and “Extreme Gold Award” awarded by the China Red Star Awards Committee. Up to now, Casa Di has 14 designs worldwide. The Center, 28 cooperative R&D institutions such as MIT, has a team of more than 300 designers from 12 countries in Italy, the United Kingdom, Germany, France, the United States, Japan, and China, led by many prestigious designers in the industry. With the world's best of design and innovation, the materials are made of stainless steel and glass as the 'eternal material'. They have won top awards such as 'IF Design Award', 'Red Dot Award', 'Plus X Award' and other global industrial design awards.
In particular, in the air-conditioning product line, Casa Di integrated BMW's design team to create an artistic appearance design, positioning it as an 'eco-breathing conservation expert', and adopting a smart manufacturing system that is much higher than the national standard and industry standard, after 10 years, from 0 To 1, today, it has surpassed foreign high-end brands in 28 provinces and regions across the country. It has sold 600 million yuan throughout the year, firmly occupying over 15,000 yuan in the market share of high-end air-conditioning, and the average price of its series of products has also led the domestic market.
Take the Tianzhu series first launched in Jingdong as an example. Both the strong configuration and the elegant appearance give people a symbol of quality of life. It is worth mentioning that the air conditioner has just won the AWE known as the "Oscar of the Household Appliance Industry." The Epland Awards, with a retro style and unique 23°C double loop soft wind design, provide a natural constant temperature and comfortable comfort. Grid-eye can use infrared real-time scanning of body surface temperature and ambient temperature for big data calculations. Give the room the most intimate comfort.
As a brand positioned in the high-end market, Casa Di is naturally extremely harsh when selecting partners. On the other hand, in recent years, it has been sought after by mainstream consumer groups dominated by 80s and 90s, and high-end home appliances are in Jingdong. The rapid growth in sales has gradually become a very important subdivision product line in the category. The high-end trend in air-conditioning sales is even more pronounced. More and more consumers are beginning to feel that they have high-performance, high-quality and high-specification air-conditioning brands. product.
From this point of view, choosing the first new air-conditioner series of Jingdong in Jingdong is a wise choice for Casa Di.
New Product + Cooperation Robbery National Brand Plan
In fact, both Haier and Casa Imperial have a very successful historical origin with JD. As early as 2013, Haier entered into a strategic cooperation with Jingdong. In 2014, Casa Di brand has already settled in Jingdong. Casati is Jingdong. While home appliances have brought a large number of high-end consumers and transaction volumes, they have also brought users a good reputation. Jingdong not only meets the demands of Casa Di in the main product direction, but also fully opens its own supply chain in the commodity, logistics and warehousing. , Leading ability in technology and finance, opening up resources with the most favorable conditions and a win-win attitude, empowering Casa Di's Internet transformation and achieving a win-win situation for both parties. In 2017, Haier's brand broke through the Jingdong platform. Billion mark. At the beginning of 2018, JD Group Senior Vice President, Jingdong Mall Electronic Entertainment Group President Yan Xiaobing led various business directors to visit the headquarters of Qingdao Haier Group. Vice Chairman of the Board of Directors of Haier Group, Group Executive Director Liang Haishan not only in the entire industry The depth of the cooperation reached an agreement and the strategic goals for the entire year will be set for 2018: Haier, Casa Di, and the commander of the three major brands will make full efforts in the development of their products. Full-year sales target of 20 billion yuan!
The Jingdong debut of the Tianyi series air-conditioners is a new expansion in the category and scale of strategic cooperation between the two parties. In addition to the Jingdong exclusive world premiere, Casa Di also diverts billboards from major airports in Hangzhou, Shanghai, Shenzhen, and other areas. Assist in sales. Visible to the extent of Casa Di's emphasis on cooperation with Jingdong.
'This Jingdong channel debut will become a new breakthrough for Casa Di Air Conditioning in the Internet era.' Xin Tao, general manager of Haier Air China's market, said that 'E-commerce retail industry in 2017 has ushered in a comprehensive' line. Convergence on the line is a big training. When everyone starts to realize this trend, who can take the lead to seize the initiative. As the high-end home appliance brand Casa Di and China's largest home appliance retailer Jingdong cooperation, jointly explore new markets The channel, it can be said that it is a matter of course. Casa Di Air Conditioning will be stationed in Jingdong, and hopes to use the Jingdong Appliances to help build and help the national brand plan, so that Casa Di can quickly and better enhance brand awareness.
With General Secretary Xi Jinping proposing 'to promote the transformation of Chinese manufacturing to China's transformation, China's speed to China's quality change, and Chinese products' transformation to Chinese brands', the brand strategy is increasingly becoming an important national strategy, and Chinese companies’ brand awareness is also unprecedented. Awakening, the 'National Brand Plan' also emerged. Based on the mainstream media value of the 'national platform' of CCTV, the search, discovery and cultivation represent the strength of China’s country today, represent the world’s second largest economy in the world’s competition, and participate in international competition. The national brand of affairs has become Jingdong's mission.
In particular, Jingdong Household Appliances, which accounted for more than 60% of China’s online shopping market, are committed to selecting high-quality home appliance brands to build, enhance their brand influence, and achieve mutual benefits. As the high-end appliance brand of Haier Group, Casa Di The question bears the brunt of this. In the future, the two parties will achieve more in-depth brand promotion cooperation in the air-conditioning category, rush to run the national brand plan, let Casa Di become like Volkswagen Group's Porsche, Lamborghini, Bentley's China's top home appliance brands.
'The full opening and empowerment of Jingdong will allow the retail infrastructure to become extremely plastic, intelligent and collaborative, realize cost, efficiency and experience upgrades, and promote the arrival of the era of unbounded retail. ' Haier Air Industries China General manager of the market: Xin Tao said, 'The Casa Di hopes that Jingdong Home Appliances can continue to lead the e-commerce industry and achieve greater development!'