On October 30th, Qingdao Haier's third quarterly report of 2018 showed that Casa Di's refrigerator accounted for 36% of the high-end refrigerator market of more than 10,000 yuan, ranking first in the industry. It is reported that this is achieved with a market share of 35.9% in 1-37 weeks. After the lead, the Casa di refrigerator once again topped the list.
According to Zhongyikang data, the retail sales of refrigerators in the first half of the year increased by 7.9% year-on-year, and the overall growth slowed down. The online retail sales volume slowed down by 10.6% year-on-year and 29.2%, respectively, a record low in recent years. In the environment of weak overall market size growth, Casa Di Refrigerator took the lead in entering the fast-growing channel with its high-end, and led by 35.9% over 1-37 weeks. In the third quarter, it ranked first with 36% share. High-end drives high value.
According to industry analysts, for the refrigerator industry, high-end has become an inevitable trend. Due to the influence of real estate regulation and transmission, the growth pressure of refrigerators is huge, and at the same time, the amount of households is approaching saturation, and the quality demand characterized by upgrading is the mainstream. Opened the growth channel for the high-end market. Zhongyikang data shows that in the first half of the year, there were 95 more than 8,000 yuan refrigerators entering the market, and in the TOP20 model, the model of more than 10,000 yuan accounted for 70%, which undoubtedly aggravated The high-end field is fiercely competitive. And Casa Di has always occupied the first place in the industry, and its comprehensive, continuous high-end strategy cannot be ignored.
Preservation is the essential requirement for users to purchase refrigerators. At present, the industry has become a consensus to return to fresh-keeping. However, most refrigerators still use iterations to refrigerate rooms, focusing on temperature control. The pain points of ingredients being oxidized, shrunk or even rotted have not been fundamentally resolved. It is reported that Casa di refrigerator pioneered MSA oxygen preservation technology, temperature control + oxygen control two-pronged approach to achieve cell-level preservation, the household refrigerator from the refrigeration equipment iteration to the food storage center.
Due to the design and heat dissipation requirements of the door opening, refrigerators generally need to reserve a large space, which makes it difficult to achieve free installation. The relevant person in charge of Casa Di said that the Casa Di refrigerator broke through the home improvement short board and took the lead in exploring the integration of home improvement with free embedded design. Demand front thinking is the first free embedded solution. Take Tiancheng free embedded refrigerator as an example, 1525px box depth, 125px door edge, 50px industry minimum heat margin, 90° door opening and other design, break the industry bottleneck, realize free Installation, free embedding.
In addition, at the living level, Casa di innovative and diverse storage, bringing users a high-end storage life experience. The diversification of ingredients not only proposes new storage requirements, but also tests the industry's ability to innovate in space, from the French Opening the door to the Italian-style drawer, and then to the F+ storage pattern, Casa Di customizes the storage space for the increasingly rich ingredients, realizing the classification and exquisite storage. From storage, design to technology, Casa Di re-innovated with full-scale innovation. The definition of high-end refrigerators not only creates refrigerator products that are favored by high-end users, but also gives users high-end and personalized storage life.
According to industry analysts, Casa Di Refrigerator continues to lead in the third quarter, relying on the single-in-one mode to comply with the consumption trend and the continued high-end. The future high-end demand will become more and more vigorous, and the market competition around high-end is gradually becoming more and more rigid. Only a brand that continues to iteratively produce disruptive products can become a real winner in the market.