In the cold start of 2019, the competition in the high-end air-conditioning market became more and more fierce. At the same time that the Japanese brand monopoly situation was broken, the brand concentration was also accelerated. According to the air-conditioning market data released by Zhongyikang in the 33rd week of 2018: at 15,000+ In the price segment, in addition to the Japanese brand, Casa Di air-conditioning shares reached 38% in the week, achieving a high growth rate of 36%. In the high-end air-conditioning market of 16,000+ price segments, Casa Di air-conditioning has reached a 51% annual share. Half of the country.
At the 2018-2019 China Air Conditioning Industry Summit Forum held on August 22nd, the National Information Center disclosed the air conditioning market data this year: In the 2018 cold year, the domestic market for air-conditioner retail sales was 65.53 million units, an increase of 16.56% year-on-year, and 'growth' remained The main theme, but compared with the 2017 cold year, the growth rate is slowing down. It is reported that the upgrading of the primary and secondary markets and the need to improve the quality of life are important factors supporting the growth of the air-conditioning market in the 2018 cold year, and also drive the high-end air-conditioning market. Steady growth. Among them, Casa Di maintains high growth is a prominent case.
According to the specific analysis, there are two main reasons for the continuous improvement of the Casa Di air-conditioning market. First, technological innovation. Facing the improvement of indoor air requirements by high-end users, Casa Di launched the Yunding air conditioner in 2015, equipped with BNT Wenzi. Balance, dry and wet self-control, LIEP light ion purification three technologies, not only can blow a soft wind at a constant 23 °C, but also maintain indoor humidity of 52% gold humidity and 99% cleanliness; in 2017, Casa Di passed 1.2 Millions of air-conditioning use data surveys, insights into the increasing number of users in the process of using air-conditioning, there is temperature control is not intelligent, can only blow a temperature and other pain points at a time, to create a "zone ventilation" It is equipped with original intelligent body temperature and cold sensing technology. According to the hot and cold demand of different users, it can blow out the windy wind that can turn, and create a multi-temperature zone air supply solution for high-end families.
The second is user interaction. Casa Di Air Conditioning launched two sets of offline interactive experiments this year, namely feather experiment and ice melting experiment: When the feather is suspended in front of the air conditioner, the feather will change the direction of the flutter with the movement of the indoor user, confirming that the wind is moving. When two ice cubes were placed on both sides of the air conditioner, one person was running indoors and one person sat quietly. After 10 minutes, the ice on one side of the movement melted quickly, and the other side melted slowly, confirming that the air conditioner can blow 'more warm wind'. To improve the pre-sales experience, Casa Di pays more attention to follow-up services, the industry's first '10 free service', including free installation materials, free of high-altitude operation fees, free of machine fees, free cleaning and maintenance, free of charge for anti-theft net, free air conditioning External machine bracket fee, free punching fee, free maintenance, free isolation switch fee, free installation tool rental fee, etc., from purchase to installation, maintenance, cleaning, transfer machine five-dimensional, realize user experience full process coverage, completely solve air conditioning installation Worried.
It is reported that in August, the cabinet machine was 15,000+, and the hang-up 5000+ market, Casadi air conditioner share was 15%, which was 8% higher than the same period of last year. At the same time, the regional advantages continued to emerge, for example, in the Shanghai area, Casa Di air conditioning In the first half of the year, the share has increased by 6 times. This is the result of the implementation of the 'one person in one' mode of Casa Di air conditioning, and it is also a microcosm of the high-end transformation of the entire air-conditioning industry.