Revealing the secrets of why Casarte, the dark horse of high-end home appliances, has grown rapidly against the trend?

Data shows that since the first half of 2015, many white goods companies have experienced varying degrees of decline, and the overall situation of the home appliance industry is not optimistic. On the contrary, Casarte, a brand that was founded only 8 years ago, achieved a 45% growth from January to August.

What is the reason that enables Casarte to occupy its own place in the Chinese home appliance market, which has basically stabilized? What is the reason that enables it to continue to expand its market despite the overall downward trend of the industry?

On September 23, the brand day press conference themed "True Love, Clouds and Creating the Future" held by Casarte in Shanghai may give us the answer.

Market positioning targeting high-end people

Unlike most home appliance brands targeting mass consumers, Casarte has chosen a high-end route since its inception. Currently, Casarte has the largest market share in the market for refrigerators priced above 10,000 yuan and washing machines priced above 7,000 yuan.

Relevant person in charge said that Casarte mainly targets high net worth people in China. This is also reflected in its promotion channels. As one of the media partners, the editor-in-chief of Robb Report, a magazine focusing on the super luxury market, also attended the press conference.

At the same time, Casarte is developing more potential markets with its sensitive and unique market sense. According to the news at the press conference, it is planning to enter the domestic dishwasher market with an estimated capacity of 20 million units and sales of 60 billion yuan.

Industry experts said that the series of releases made by Casarte on the occasion of "Brand Day" showed the outside world a complete set of high-end home appliance solutions, which is bound to lead the transformation of future lifestyles.

A brand strategy that pursues the essence of products

At the press conference, the United Nations KIP International Academy awarded Casarte the honor of "Millennium Development Goals High-end Home Leader Brand", which is inseparable from Casarte's ultimate pursuit of product technology.

The newly launched top-grade Yunzhen refrigerator combines air suspension oil-free technology to bring a cell-level fresh-keeping experience; the Gemini Yunshang washing machine creates a unique design of "one machine with two drums" based on the needs of partitioning. The latest Casarte Yunding air conditioner is equipped with ion purification technology, dry and wet automatic control technology, and BNT temperature self-balancing technology. As an ecological maintenance expert, it brings users the best comfortable experience.

Casarte also stated that it will continue to create higher-quality products based on the essence and will not engage in price wars in the air-conditioning market. In the context of the home appliance market facing healthier and higher-end structural upgrades, Casarte will not only create the highest value for users, but also lead the structural upgrade of the industry and provide reference for the transformation and upgrading of many companies.

Service concept centered on user needs

Joseph Pine, author of The Experience Economy, once said, "Goods are tangible, services are intangible, and the experiences created are unforgettable." Users do not need simple hardware products. Only by providing users with high-quality product experiences can companies win market recognition.

At this press conference, Casarte launched a subversive standard for high-end home appliances - the user standard. Two refrigerators were displayed on site, one for industry standard and one for user standard for comparison. The 0.2mm tolerance and 100% commitment are both manifestations of Casarte's service concept centered on user needs.

At the meeting, Xu Jin, senior vice president of Phoenix.com, a loyal user of Casarte, said: "In reality, it is often difficult to maintain a balance between work and life. In addition to giving the best to my family, I also hope to be better to myself. Whether I am gathering with friends, celebrating a victory or thinking quietly, Casarte wine cabinets always bring me a different feeling at the critical moment."

As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity.