From June 2017 to June 1818, Casa Di F+ free embedded refrigerators were launched in one year, with cumulative sales exceeding 50,000 units and sales exceeding 1 billion yuan. Zhongyikang data shows that the overall sales of the refrigerator market during the same period 90 billion yuan, the contribution rate of this Casa Di F+ refrigerator category alone exceeds 1 percentage point. And this 1 percentage point behind is 1-30 weeks in 2018, Casa Di refrigerator 7.99% market share, and F+ The market share of category refrigerators is nearly 1.5%, far exceeding the overall refrigerator share of many foreign brands.
The data shows that only one single product category has already outperformed multiple brands, which is also known as the 'F+ phenomenon' in the refrigerator industry. Industry experts pointed out that this is only a microcosm of the high-end transformation of the refrigerator industry, through a A market-recognized item can often see the future direction of the entire refrigerator industry.
Market growth slows down, high-end brands are pushing against the trend
Since the beginning of this year, the overall growth rate of the refrigerator industry has slowed down. According to the monitoring data of Zhongyikang, the retail sales of refrigerators in January-June increased by 7.9% year-on-year, and the overall growth rate slowed down. Among them, the online retail sales volume slowed down. They increased by 10.6% year-on-year and 29.2% respectively, a record low growth rate in the past few years.
As for Casa di, under the premise of slowing overall growth, Zhongyikang's latest data shows that the price segment of more than 15,000 yuan, Casa Di increased by 163%, accounting for 41.6%; more than 20,000 yuan In the price segment, Casa Di share accounted for 40.7%, which is the industry's first; in addition, the current average price of Casa Di F+ refrigerator is 18,302 yuan, which is nearly 4.5 times that of the industry.
Therefore, when the tide fades, I know who is swimming naked.
At any time, the key to winning the market is products and technology. According to industry analysts, such market data reflects the trend of high-end transformation of the refrigerator industry to a certain extent: On the one hand, the technological innovation that adheres to the original invention is unshakable and continues to be launched. Differentiated and originalized products are necessary conditions for seizing the high-end market; on the other hand, adhering to the ultimate service and experience, leading consumption upgrades and changes, can continue to gain user reputation. The reason why Casa Di can continue to contrarian Growth, even out of a brand to win a brand, it is precisely because of these two points.
The market tends to be saturated, differentiated products break through
When consumer demand fell, the market was near saturation, and the high-end market competition in the refrigerator began to enter the second half. At this time, how did Casa di beat the foreign high-end brand with one category, and then promoted the 'F+ phenomenon'?
From the perspective of F+ free embedded refrigerator, the innovation of product pattern and the upgrade of original technology are the biggest differences. Ingenious F+ pattern, free embedded design, 'loose' for traditional embedded refrigerator; original MSA oxygen-control technology keeps the oxidation of food by effectively regulating the ratio of nitrogen to oxygen. On the one hand, it prevents the food from being exposed to excessive exposure to air and rapidly oxidizes. On the other hand, it retains a small amount of oxygen, ensuring that the ingredients are in a low-oxygen state. Oxygen breathing and self-growth requirements, to maximize the original taste of the ingredients.
The 'F+ phenomenon' is also not unique. As early as 2007, Casa Di launched a French-style refrigerator that broke through the traditional pattern, and then launched the Italian-style drawer refrigerator in 2008, which became a representative product of high-end refrigerators for a period of time. The Langdu series, which is also available in the market, is also a phenomenon-level product of Casa Di high-end refrigerators. It is known for its differentiated functions such as 'aircraft carrier level' large capacity and intelligent human-computer interaction experience. It has only been listed for more than 10,000 yuan and has quickly become a price of over 20,000 yuan. The first best-selling model of the high-end refrigerator segment. Since then, the Langdu series has also won the first place in the high-end market.
It can be seen that in order for the 'high-end' to truly grow into a driving force for the market and to achieve a comprehensive upgrade of the industry, it is necessary to abandon the concept and the 'gimmick' to combine originality, inventive technology, design and changing user needs. Stimulate high-end user demand and open up new market space. Therefore, the key to success is original 'differentiated products'.
Zhongyikang believes that product upgrade is a prominent feature of the refrigerator market in recent years. With the deepening of consumption upgrade, consumers will consider the practicality of the product and its actual needs when choosing a refrigerator, rather than the price of the product. Under the trend, the refrigerator brand should be based on technological innovation, and actively cater to the changing market demand, in order to more accurately meet user needs and enhance user value.