From May 25th, Casa Di’s “Extraordinary Journey” to the June 22th Casa Dasi took a celebrity contract, and then to June 26th 2018, the new generation lived + forum, when the time of Casa Di was born 12 In 2008, Song Zhaowei, the general manager of Casa Di China, inevitably rushed to the north and south of the country and appeared in various circles of interaction. Once again, he still exudes self-confidence in his expression.
In fact, this confidence has a solid data support.
Casati is absolutely leading the high-end market and has been the preferred brand of high-end appliances for three consecutive years. According to data provided by Song Zhaowei, general manager of Casa Di China, from January to May 2018, Casati refrigerator unit price was 2.7 in the industry. Times, is 1.3 times of the joint venture brand; The unit price of the drum washing machine is 2.1 times that of the industry, 1.9 times that of the joint venture brand; The market share of the refrigerator 10K+ is 1.3 times that of the joint venture brand; The market share of the drum washing machine 10K+ is 9.9 times that of the joint venture brand.
In addition to confidence in market share, product and service solutions also made Song Zhaowei more confident.
According to Song Zhaowei, what Casa Di wants to do is to quickly meet the high-end consumer needs of consumers and lead the user's high-end lifestyle. Now, users do not need a washing machine, but a good care experience, while Casa Di offers high-end laundry. Care solutions are also one of the most obvious differences from other home appliance brands.
Casa Di Sources '5+1'
According to Song Zhaowei, the brand legends cast by Casa Dee mainly come from the following five aspects: The world's five major R&D centers and numerous shared resources create unparalleled technological advantages; subversive innovations from 0 to 1 create Twin Sons. Washing machines, Yunding air conditioners and other classic products; Intelligent manufacturing based on the industrial Internet and ingenuity of the unique differences constitute the Casa Di Ingenuity manufacturing system; Construction of pre-sale, sales, after-sales, members care the whole process of high-end service system, creative artist seven stars Service; Through the establishment of the nation's first high-end family life art interactive experience platform and home sports lifestyle interest interactive platform, strengthen leading products and a full set of smart interactive scene presentation, etc., to create a strong interactive brand and high-end terminal image and experience.
In fact, in addition to Casa Di's own system, the high-end consumption also provided a good historical opportunity for the rise of Casa Di.
'At present, high-end consumption has shown a trend of contrarian growth.' According to Song Zhaowei, in the current market environment, three or more refrigerators and drum washing machines have become the mainstream in the market, and consumption upgrades have driven the transformation of enterprises. The whole household appliance industry has ushered in a structure. Upgrade the trend.
Experience more advanced thinking
In addition to the success of Casa Di, Song Zhaowei also had unique insights into the social and industrial hot spots. During the interview, the view on new retail became the topic of communication between Song Zhaowei and the media.
'No matter how new retail or previous 'old retail', no matter how the change is actually a kind of sales thinking. ' Song Zhaowei believes that compared to the new retail we talk about, the experience of thinking may be more advanced.
Song Zhaowei used Casa Di as an example to explain that if he saw that he did not buy a customer, he saw that he had bought it. He only saw it and bought it and he would become a lifelong user. The user formed by Casa Di is 'willing to buy. The phenomenon of selling ', customers' willingness to sell, but also willing to buy' is the best footnote to experience thinking.
Regarding intelligentization of home appliances, Song Zhaowei said that Casa Di has now gone through three phases: stand-alone intelligence, complete intelligence, and scene intelligence. The next step is to explore smart home appliances, smart homes, users, product equipment, and services. Together, to provide users with proactive services, provide personalized ecological scene services.
With regard to the business model of the home appliance industry, Song Zhaowei explained his understanding of China National Grid.
'The previous business model can be summarized as BToBToC, and now it basically becomes B+BToC or B×BToC.' Song Zhaowei believes that brands and channels are no longer the traditional upstream and downstream relationships, but they are collectively user-centric. , Provide zero-distance with users, provide experience for users and create value.