Casa Di's embarrassing high -end road

In a series of publicity activities in Haier, Casa Di looked like the protagonist who ranked C position.

On June 25, Casa Di held 2022 thoughts with the theme of "Homelessness and Extraordinary" in Chongqing. At this press conference, the organizer invited CCTV host Sabenin, Sister Moon, and Casa Di "Si Xiangjia" Sun Qian and others starred in 5 -scene scenario drama, which was intended to present Casa Di to the three wings of the three wings. The "full scene intelligent customization plan" formed by the birds, and the three -wing bird is a scene brand under the Haier's family.

On June 29th, Haier launched the Haier washing industry with the theme of "100 billion Space Credit Future" in 2023 and the 6th Laundry Festival. Take out the "Big Book Special Book". For about one year on the market, Casa Di and the Mei Wash dry care machine will become the first model of the brand of all brands and washing machines monitored by Zhongyi Kang in the sales of all types of washing machines in a single model. One model.

Casa Di, a brand name that sounds like a foreign brand, is a home appliance brand that intends to impact the high -end market. Founded in 2006, it has developed a history of 16 years. However, it is slightly embarrassing that the popular popularity of this high -end brand in China is not high.

In addition, although Casa Di's sales have grown well, according to Haier Zhi's 2021 annual report, Casa Di achieved a sales revenue of 12.9 billion yuan in 2021, an increase of 48.3%compared to 2020, but Haier Zhijia 2021 2021 The annual revenue was 227.56 billion yuan, and sales contributed by Casa Di accounted for only 5.7%.

Therefore, Casa Di claims that he is "a world -class high -end home appliance brand from China", but it is slightly embarrassing that the brand's influence is obviously not enough "world level", and even in China needs to break the circle; the current scale of performance is in success In the long run, it is far from becoming the second growth curve of Haier Zhi's family.

Casa Di was pushed to the C position, but it needs to enhance the strength that the protagonist really needs.

01

Difficult to say the second growth curve

According to the latest 2022 report released by Haier's family, Haier Zhi's family realized a revenue of 60.25 billion yuan, an increase of 10.0%over the same period in 2021. It did not specifically disclose the operating income achieved by Casa Di. The income of Casa Di during the first quarter of 2022 increased by 32.3%compared with the same period of 2021.

However, even if the growth rate is faster than Haier's house, Casa Di is currently "embarrassing."

Open the official website of Casa Di to find that there are many products covered by this unknown high -end brand, including refrigerators, washing machines, and air conditioners, as well as freezer, ice bar, wine cabinet, etc. Home appliances, even smart door locks.

▲ Picture: Casa Emperor Officer

It is not difficult to find on the official website's publicity page that neutron and US -PRO dishwasher, Casa Di refrigerator, Casa Di connoisseur -style frozen cabinet, and Casa Dinghe TV are currently the main product of Casa Di. Search the keyword "Casa Di" on JD. The top of the top in the top are the refrigerator products of the Kasa Di and the pure white series. Essence Therefore, among products with many categories, traditional home appliances such as refrigerators, air conditioners and washing machines may still be the "handle" to form the main sales force of Casa Di.

At present, Casa Di mainly relies on offline sales models. High prices make ordinary consumers not easily place orders online, experience offline, check the goods in person, and then decide whether to buy whether to buy is a more common choice. In the first quarter of this year, Haier Zhijia also mentioned that according to the China Yikang report, the company's domestic online and offline retail sales shares in the first quarter of 2022 were 4.5%and 7.3%, respectively. The share increased by 0.9 percentage points year -on -year.

02

High -end brands also need to break the circle

Haier Group has seven major electricity brands, including Haier, Casa, Leader, Ge Appliances, Candy, Fisher & Paykel and Aqua. Among them, Casa Di is a high -end home appliance brand that Haier has started to build in the Chinese market more than ten years ago, and Monograph/Café/Ge Profile is a high -end brand for the North American market.

In the Chinese market, Haier Group has covered the coverage of high -end, mainstream, and segmented markets through Casa Di, Haier and Leader. Therefore, more clearly, Haier's only brand of Casa Di to the domestic high -end market.

In fact, as a high -end brand, Casa Di has been recognized in the industry. Whether it is the technical strength accumulated in many years of development, or the brand culture shaped by consistent, it is impressive.

▲ Figure: Casa Emperor Officer Micro Movies Description

For example, new technologies such as blocked oxygen -resistant and dry dampness storage and MSA -controlling fresh -keeping are used on the refrigerator. It has escaped the traditional low -temperature fresh -keeping mode and achieves a better thermal insulation effect. It is also applied to the washing machine known as "air washing" on the washing machine. Black technology, the dishwasher is equipped with a 7X cleaning system, "360 ° full water flow, with 70 ° C continuous high temperature, can efficiently disintegrate large oil pollution, realize disinfection, clean, bright and three -in -one." Emperor's first new product of "washing+dry all -in -one" in the market. For example, in terms of brand culture, Casa Di is also different from many other domestic brands that focus on product functions. Instead, they will try to create an artistic and cultural atmosphere, enhance the aesthetic ingredients in the brand, and create brand tone. From the name of the name, you can see the "mind" of Casa Di: neutron and beauty, connoisseur, gourmet, galaxy set ...

But the shortcomings of the United States and China are even unfortunately that Casa Di is too niche in brand influence and insufficient national awareness, which is inconsistent with Haier's vision of high -end home appliance brands that really have international influence. It can be understood that due to price and positioning factors, the audience of Casa Di is not a huge group. In this case, the Xuan Xuan of Casa Di will not be too tilted to the public. But with the growth of the middle class and more and more people's pursuit of the quality of life, Casa Di's brand influence today is obviously not conducive to further development.

High -end brands do not mean that influence must be limited to niche people, and there are too many well -known international luxury brands that can be listed, such as Estee Lauder, Porsche, Rolex and so on. In front of potential users, the lack of influence of breaking the circle will cause high -end brands to fall into the wind in occupying the user's mind.

03

Increased competition in the home appliance market

More than ten years ago, the trend of consumption upgrades will occur in the future. Haier has established a high -end home appliance brand Casa Di. If this plate was not so big at that time, and the competition has not yet become fierce, then the current situation is the situation. It is a big difference.

Midea, who is also a domestic comprehensive home appliance giant, established the so -called "AI technology home appliance brand" Colmo, which also positioned high -end in 2018. It covers the entire house of home appliances such as air conditioning, washing machine, refrigerator dishwasher, and water purifier.

Recently, Colmo officially entered the field of dry cleaning care and released the Turing Star -SE dry cleaning care set. Both the propaganda picture or the main concept of the concept, the meaning of directly competing with the Casa Di and the beauty of the Merida was obvious. In the annual report of 2021, Midea mentioned COLMO many times. In addition, from the product category and price positioning included in the latter, Colmo has been raised to the height of the group's strategic transformation, catching up and surpassing Haier's card Saudi is its main goal.

Why do domestic home appliance giants start aiming and exerting high -end home appliance markets? From the past, this year's 618 major promotion can be seen.

According to the data released by JD, during the 618th promotion of this year, the turnover of new home appliances and high -end home appliances increased by more than five times year -on -year, and the price of home appliances also increased by 30%year -on -year, and the trend of high -end is relatively obvious. The official data of Suning Tesco also shows that large -screen televisions above 65 inches or more than 200L are the best -selling in their respective product categories. In recent years, TVs have continued to move towards large -screen and high -end and high -end. Lingtai_lt) has more detailed analysis in the article "Big Screen Battle" article.

Therefore, mid -to -high -end appliances are becoming more and more popular and hot -selling by consumers, which is the main reason for the giants to "move their minds".

▲ Picture: Casa Emperor Officer

So we see that, in addition to the data released by the platform, the home appliance giants have also exposed their own war reports: Haier announced that Casa Di sales increased by 29.4%year -on -year, exceeding the overall growth rate of the group's 23%; It shows that the sales of its high -end brand COLMO packages increased by 159%year -on -year, and at the same time, the average customer unit price of Midea has increased by 22%. 329%.

The category of home appliances is in line with the traditional positioning of 618. The promotion is the induction factors of hot sales. With the rise in policy support and the rise in consumer demand, the market is rapidly recovering and constantly heating up. But more importantly, after more than 30 years of rapid development After that, my country's home appliance market has moved from an incremental stage to the stock stage. Under the new industry trend, consumers' improved demand is replacing the demand for new installations into the main driving force for market development.

However, it is foreseeable that as the giants have entered the high -end and high -end home appliances, market competition will tend to be fierce. Although Casa Di enrolled earlier and has a deeper technology and brand accumulation, it It will constitute a lot of challenges.

Casa Di is like a beautiful man who lives quietly in his comfort zone, but with the changes in the external environment, Casa Di also needs to continue to break the situation: in order to become the second growth curve of the entire group of Haier, it is currently The scale of revenue needs to be broken; in order to catch more potential consumers' minds and truly become a "world -class" brand, its current influence needs to be broken; in order not to be overtaken by the latecomers and build a solid moat, Its current technical strength also needs to break the situation.

Full market competition is always a source of motivation for enterprises, industries, and even the country. What kind of market structure will China's high -end home appliances evolve?Author | Yu Yan

Edit | Hu Zhanjia

Operation ｜ Chen Jiahui

Produced ｜ Zero -state LT (ID: lingtai_lt)

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